People use Google across different devices in all sorts of contexts. This guide to Search ads will help you create messaging that reflects your brand.
Note
Get started with creating responsive search ads by reviewing the âAdd responsive search adsâ recommendation.
Create ad text that appeals to users across devices
Weâve found that a compelling call to action on one device tends to be compelling on other devices as well. Your ad text should highlight why you have what a user is looking for. Find whatâs most compelling about your business and build your ads around that insight.
Customizing the experience for mobile users can still be a good thing, though. Direct them to pages of your site that deliver a great experience through mobile-specific URLs.
Try headlines of varying lengths
You have 30-character headlines, 90-character descriptions, and 15-character URL path fields. Use that space creatively. Include messaging that focuses on what you and your customers care about.
Your headlines should receive the majority of your testing attention. As you go about instituting and testing your ads, focus on writing the best headline possible. Implementing great headlines has the most potential to make a big difference to performance.
Longer headlines can increase the clickable space of your Search ads, but try to create headlines that are a variety of lengths. You might find that shorter headlines perform better for people already searching for your brand. And itâs more likely that youâll show all three possible headlines if a headline or two are shorter than the limits. Test what works for your account along with different types of keywords within your account.
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Donât underestimate the value of your path fields. The URL thatâs visible in a responsive search ad is an important indication of where a user should expect to end up. Adding descriptive path fields gives a user confidence that they'll find what they're looking for when they arrive at your site.
Note
Your URL paths donât have to match the exact language that is present in your final URL. The URL paths should simply be relevant content to help the user understand what to expect from your landing page.
Consider using text customization to help you generate additional headlines and descriptions
Text customization is a campaign-level setting that helps you show more relevant Search ads by creating tailored headlines and descriptions based on your ad's unique contextâincluding your landing page, existing ads, and keywords. For advertisers with English assets in the US and UK, text customization can also use generative AI to create even more assets and make them better tailored to peopleâs search queries.
Once the setting is enabled, it can help you improve the Ad Strength of your responsive search ads by giving them more headlines and descriptions to choose fromâwhether they be assets that are automatically created by Google Ads or assets that you provide. Based on each query, the combination of assets that are predicted to perform best will show in your ads. If there are any text customization youâd prefer to stop using, youâll have the option to remove them.
Next: Set up your ads for success
