About responsive search ads

Learn how to set up responsive search ads to optimize ad performance
Important
  • Starting August 29, 2022, you will no longer be able to create new or edit existing expanded text ads. We strongly encourage you to create responsive search ads from now on.
  • Existing expanded text ads will continue to serve, and you'll still be able to view reports on their performance.
  • You'll be able to pause, enable, or remove your expanded text ads.
  • We recommend you have a minimum of one active responsive search ad for each standard ad group. For more information, see Best practices for upgrading expanded text ads to responsive search ads.
  • Learn more about this change

Responsive search ads make creating ads easier by eliminating the need to figure out which headlines and descriptions work well together to maximize your ROI. You provide up to 15 headlines and 4 descriptions, and using these, Microsoft Advertising will mix and match the most optimal combinations to create effective ads for potential customers.

Analyzing ad performance to determine which ads perform best is also taken care of with responsive search ads. The best performing ad combinations are automatically identified and reported to you, while the ineffective ads aren't shown again. Adapting your ad's content to match what potential customers are searching for can help to improve your campaign's performance.

Best practices for responsive search ads

  • Create responsive search ads in existing ad groups. We recommend you have a minimum of one active responsive search ad in an ad group. Please note that there is a limit of three enabled responsive search ads per ad group.
  • Provide as many assets as possible. Aim to provide at least 8-10 distinct headlines that don't contain similar phrases. Use a combination of short and long headlines to maximize space on any device. Create titles that are related to your keywords and use at least 1 brand title. Use a single dynamic keyword insertion.
  • Make content distinct. Avoid repetitive lanugage and create distinct descriptions. Include additional product or service benefits and features, a clear call-to-action, and shipping and return information.
  • Avoid pinning headlines or descriptions, if possible. Pinning restricts the number of headline or description combinations to match a customer's search.
  • Combine auto-bidding to optimize your target metrics.

Best practices for upgrading expanded text ads to responsive search ads

Upgrade your expanded text ads to responsive search ads to maximize your ad performance. Here are a few tips for effectively making this transition:

  • There are two ways to upgrade your existing expanded text ads:

    Manual upgrade: Create new responsive search ads in Microsoft Advertising. For more information, see Create a new responsive search ad. We recommend that you leverage top-performing content from your existing expanded text ads by applying that content to distinct responsive search ad assets (headlines and descriptions).

    To view your expanded text ad performance, you can create an ad performance report. For more information, see Create a report.

    Automatic upgrade:
    • Visit the Recommendations tab to save time. We'll suggest AI-generated recommendations based on headlines and descriptions from your active ads, including expanded text ads. In the Recommendations tab you can also see which specific ad groups don't contain any responsive search ads, e.g. you can see which ad groups you need to add at least one active responsive search ad to.

      Keep in mind there are different types of recommendations and not all of them may be for ads. Here's how to view our recommendations specifically for the purpose of creating new responsive search ads:

      1. From the collapsible menu on the left, select All campaigns > Recommendations > Ads & extensions.
      2. View and apply our recommendations for automatically creating new responsive search ads.

      To learn more about Recommendations, see Ad recommendations can help boost performance.

    • Use Google import if you already have responsive search ads set up in your Google Ads account, Google import is your shortcut to mirror your campaigns/ad groups in Microsoft Advertising and Microsoft Advertising Editor. We highly recommend automatically scheduling Google imports to make this migration easier for you.
  • Make sure there's at least one active responsive search ad in each standard ad group in your search campaigns.
  • Get familiar with responsive search ad performance reporting. Optimize your current responsive search ads by reviewing asset strength, combination reports, and other details within the Asset tab.

    View your responsive search ad assets for a single ad:

    1. From the collapsible menu on the left, select All campaigns > Ads & extensions > Ads.
    2. Select View assets details below the appropriate responsive search ad.

    View your assets for all responsive search ads across campaigns:

    1. From the collapsible menu on the left, select All campaigns > Ads & extensions > Assets.
    2. Check the columns in the grid to view asset performance.

Create a new responsive search ad

  1. From the collapsible menu on the left, select All campaigns > Ads & extensions > Ads.
  2. Select Create ad, and then select an ad group.
  3. For Ad type, select Responsive search ad.
  4. Enter your landing page URL in the Final URL box.
  5. Enter between 5 and 15 headlines and optionally pin them to specific positions.
  6. Enter up to 4 descriptions and optionally pin them to specific positions.
  7. Enter the URL that will be shown in your ad in the Display URL box.
  8. Select Save.
Notes
  • At least one eligible headline must be available for each position. You can't pin all of the headlines to the same position. A headline is only be eligible for its pinned position, or any position if not pinned. Bing AI chooses the best headline per position when ads are shown.
  • At least one eligible description must be available for each position. You can't pin all of the descriptions to the same position. A description is only be eligible for its pinned position, or any position if not pinned. Bing AI chooses the best description per position when ads are shown.
  • For example, you can have 3 descriptions pinned to position 1, as long as you have at least one description that is either not pinned or pinned to position 2.

Update an existing responsive search ad

  1. From the collapsible menu on the left, select All campaigns > Ads & extensions > Ads.
  2. In the ad table, select the pencil icon pencil icon next to the ad you would like to edit.
  3. Enter your changes.
  4. Select Save.

Update multiple responsive search ads at the same time

  1. From the collapsible menu on the left, select All campaigns > Ads & extensions > Ads.
  2. Select the checkbox next to the ad you want to edit and select Edit > Change ads.
  3. In the Make changes to drop-down list, choose Responsive search ads.
  • To replace text in multiple ads:
    1. In the Action list, select Find and replace text, and then select the field in which you would like to replace the text.
    2. In the Find box, enter the text you want to replace.
    3. In the Replace with box, enter the new text you want to use.
    4. Select Save.
  • To add more headlines or descriptions:
    1. In the Action list, select Add and select Headlines or Descriptions.
    2. Enter the new headlines or descriptions text.
    3. Select Save.
  • To remove headlines or descriptions:
    1. In the Action list, select Remove and select Headlines or Descriptions.
    2. Select Contains, Equals, or Starts with and enter the text to find the headlines or descriptions you want to remove.
    3. Select Save.
  • To change current pin settings:
    1. In the Action list, select Pin and select Headlines or Descriptions.
    2. Select Contains, Equals, or Starts with and enter the text to find the headlines or descriptions you want to re-pin.
    3. In the Pin to list, select the position you want to pin the headline or description to.
    4. Make your changes and select Save.
  • Common questions about responsive search ads

    How do I add Disclaimer in ads to my responsive search ads?expando image
    Disclaimer in ads is now available for responsive search ads. Learn more about Disclaimer in ads.
    What's the difference between responsive search ads and expanded text ads?expando image
    The format for the two ad types are the same, with up to three headlines and two descriptions. Unlike expanded text ads, you can enter up to 15 headlines and four descriptions for responsive search ads. You can also pin a header or description to a specific position.
    How can I monitor my responsive search ads' performance?expando image
    Now that you've created responsive search ads, here are some ways you can see how they're performing.
    • Track ad group metrics. Ad groups that contain both text ads and responsive search ads generally perform better, with improvements across different variables like click-through rates, conversions, and impressions.
    • Monitor performance data before and after creating responsive search ads. We recommend that you check your ad group's performance data a week before adding responsive search ads, let them run for at least one week or more, and then check how your ad group is performing. Keep in mind that each ad should have a minimum of 1,000 impressions to be able to properly evaluate the ad's performance.
    • Evaluate asset performance. You can view impressions by asset and combination by selecting View asset details under each responsive search ad in the table. Pay attention to the impression data and focus on updating assets with the lowest impressions to improve performance.
    With the third ad title and second description, is it guaranteed that all will serve at the same time? expando image
    The system is constantly evaluating best ways to show the text ad based on screen size and other constraints.
    Will responsive search ads work with all existing ad extensions?expando image
    Yes, all existing ad extensions will continue to display on responsive search ads.
    What does pinning a headline or description to a specific position do?expando image

    Headlines and descriptions can appear in any order, unless you pin a header or description to a specific position, when headlines or descriptions are shown. We recommend that you pin positions 1 and 2 for headlines and position 1 for descriptions.

    Keep in mind that pinning restricts the number of header or descriptions combinations to match a customer's search.

    To maximize impressions across all ad formats, the descriptions might not always be shown in your ad.

    What is ad strength?expando image
    Ad strength indicates the diversity, quality, and quantity of the assets that make up a responsive search ad, ranging from "poor" to "excellent". This gets populated dynamically as you type your asset candidates and provides corresponding recommendations on how to better create your ad.
    How do I view and apply responsive search ad recommendations?expando image
    Recommendations are AI-driven suggestions provided by Microsoft Advertising. These customized recommendations are based on headlines and descriptions from your own active ads in the same ad group, as well as your account's historical performance, campaign settings, and trends. Leverage these custom recommendations to add responsive search ads to your ad groups, which can help improve your campaign performance.
    1. From the Campaigns page, select the Recommendations tab (or from the main menu on the left, select All campaigns and then Recommendations).
    2. Under All recommendations, find the responsive search ad recommendation tile and select View recommendation.
    3. Review the recommended responsive search ad and select Apply.
      You can also make edits to the recommended ad, which go through a review. During the review, which typically takes less than three hours (but could take up to one business day), your ad might not run.

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