Use responsive search ads to promote products on the Google Network. This ad type will compete in auctions with expanded text ads. The main features of responsive search ads are that they allow you to:
- Set three or more headlines and two or more descriptions that will automatically rotate into the ad to determine which work best.
- Pin any headlines and descriptions you want so that they always appear in the ad.
- Collect performance statistics on different combinations of headlines and descriptions so you can determine which ones are working and which ones aren't. The system will automatically favor headline and description combinations which work well together.
- Display customized URLs (as in expanded text ads). Specify
path1andpath2, which will be appended to the end of your landing page domain to determine the displayed URL.
Format
Responsive search ads are displayed with three headlines and two descriptions
at serve time, plus a customizable URL based on the landing page domain and how
you've set up the path1 and path2 fields on your ad.
Here's an example of what an ad like this might look like, based on the example shown later in the guide:
Headlines and descriptions are represented as arrays of a resource called an
AdTextAsset.
Responsive search ads also support the new concept of pinning. If you want
finer control than simply allowing the system to mix and match headlines and
descriptions, you can pin headlines and descriptions to specific positions. For
example, if you want a specific headline to always show first, you can set that
AssetLink to have a pinnedField of HEADLINE_1. Then, whenever that ad is
served, that specific text will be in the first headline position and the other
fields will be drawn from the pool of remaining assets. If more than one asset
is pinned to a specific position, then that position will rotate text between
all assets that are pinned to that position.
Additional resources
To learn more about responsive search ads, check out the following Help Center articles.