5 Tricks to Writing Better Responsive Search Ads

Mark Irvine

Mark Irvine

Director of Paid MediaSearchLab

  • Yurra Room

From the SERP and beyond, Google’s newest ad formats continue to bring responsive ads into vogue. These asset-based, machine-powered ads first were introduced as novel complements to our handcrafted ads, but increasingly Google is increasingly pushing these responsive ads as the preferred or even sole option in places. Even the SERP is set to become exclusively Responsive Ads with the end of ETAs in 2022.

These responsive ads are meant to be machine optimized but many of us have discovered the hard way that machine learning is still a learning process. When you’re accountable for the performance of these machine-optimized ads, how can you begin to optimize them with fewer controls? How can you identify trends with less data? How can you teach a machine to learn better and faster? In this session, I’ll cover the trends we’ve seen emerge in these responsive ad formats over the past few years including:

  • How these Responsive Ads perform compared to their human-made counterparts and how to evaluate their performance
  • Tactics to guide, improve, and teach these ads to learn faster.
  • Tricks to limit Google's own automation and bring back control to the messages you create on the SERP.