5 Tricks to Make the Most out of Google’s Newest Ads

Mark Irvine

Mark Irvine

Director of Paid MediaSearchLab

  • Virtual Track #1

Google’s newest announced ad formats have the potential to be revolutionary for advertisers in any industry. Not only are these ads the largest ever to grace the SERP, but they also allow advertisers to feature images and new copy within their ads. While Google is giving us more features to test in these new formats, some advertisers are apprehensive with what they don’t include. More and more, Google’s newest ad formats take away control of ad copy from advertisers in favour of its own testing algorithms. Unfortunately, many discover that these automated ad formats are not without significant faults. So, how should advertisers begin to test these new ad formats to get the most out of Google’s newest ads?

  • Google’s new larger ETAs and RSAs are the largest text ads we’ve ever seen on the SERP, with the ability to show up to 3 headlines and 2 descriptions. However, these new fields are not guaranteed to show and are often omitted or truncated, making managing our ad copy a more difficult test. We’ll explore how to make the most of these new fields and what audiences are more likely to see them.
  • Responsive Search Ads offer a new challenge for writing ad copy. With minimal controls and reporting of the ads shown on the SERP, advertisers are too often left trusting Google’s own black box to serve and optimize these ads. Instead, we’ll highlight how to optimize the ad assets within your campaigns so that Google can more effectively serve and optimize your RSAs.
  • Finally, Google’s newest ads formats – Gallery ads and Discovery ads are currently being tested in advance of their full rollout in 2020. Just like RSAs, they also rely on Google’s automation from a pool of headlines and descriptions. But these new formats have the added complexity of including images alongside your ad copy. We’ll dive deeper into the performance of these experimental ad types as well as the emerging best practices we’ve seen from beta testing over 800 clients using these.