5 Best Practices for Google Ads PPC Search Campaigns

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PPC Search campaigns are often overlooked, so it’s important to know what they entail and how to execute them. Here is a list of five best practices that will help you get the most out of your PPC search ads strategy.

The “google ads best practices 2021” is a guide that outlines 5 best practices for Google Ads PPC Search Campaigns. The article also provides tips and tricks on how to get the most out of your campaign.

5 Best Practices for Google Ads PPC Search Campaigns

The author’s opinions are solely his or her own (with the exception of hypnosis), and they may or may not represent those of SagaReach Marketing.

What are responsive search advertising, and how do you use them?

Responsive search advertising are highly adaptable advertisements that present the appropriate message to the appropriate client. When generating the ad, you may add numerous headlines and descriptions. Google’s machine learning algorithms will combine headlines and descriptions and test various ad combinations to see which one works better over time. The consumer will see the most relevant message.

As of February 18, 2021, responsive search ads are the default ad type in Google Ads Pay Per Click (PPC) search campaigns. Given Google’s growing emphasis on automation in Google Ads, this development isn’t unexpected.

Because responsive search ads adjust their content to provide the most appropriate message based on the search keywords entered by consumers, they may help you reach more customers and improve conversion rates and campaign success. When compared to normal text advertisements, Google claims that marketers that employ responsive search advertising in their ad groups may get up to 10% more hits and conversions.

However, there are several advantages to using responsive search ads:

From Google’s search results, here’s an example of a responsive search ad:


How to make your Google Advertising PPC search campaign more responsive with responsive search ads

Select Responsive Search Ad from the Ad menu when logged into your Google Ads PPC account:

  1. In the left menu, choose Ads and extensions.

  2. On the upper right, click the blue + icon.

  3. In the menu, choose Responsive Search Ad.

Select responsive search ad from the Ad menu

You may now input the headlines and descriptions for the responsive search ad, as well as the landing page:

  1. Choose a campaign for your search

  2. Choose an ad group

  3. Put the final URL here ( this is the landing page URL).

  4. Fill in the Display URL’s display paths (this is optional).

  5. Enter at least 5 headlines that aren’t the same. The least number is three, while the greatest number is fifteen. The program will recommend keywords to use in the headlines based on the ad group.

  6. At least two distinct descriptions are required. The lowest number is two, while the highest number is four.

  7. An ad strength indicator will appear when you design the ad and will represent the ad’s strength.

  8. In the preview window, when you write the ad, you’ll get a preview of the ad in various combinations.

  9. Save the advertisement

Responsive search ad set up screen

To improve the performance of responsive search advertisements, use the best practices listed below.

When employing responsive search advertising in your Google Ads PPC search campaigns, there are five recommended practices to follow.

These pointers will help you improve clicks and conversions in your Google Advertising search campaigns by optimizing your responsive search ads.

1. Each ad group should include at least one responsive search ad with “good” or “outstanding” ad strength.

Each ad group should include at least one responsive search ad, according to Google. Use the ad strength indicator to ensure that the responsive search ad has a “good” or “great” ad strength, which increases the likelihood of the ad appearing. Remember that per ad group, the maximum number of activated responsive search ads is three.

According to Google, it’s preferable to establish extremely targeted ad groups based on your items with at least three excellent advertisements. This allows Google’s systems to improve performance, which might lead to more clicks.

Responsive search ad in ad group

2. Include a variety of headlines and descriptions that are distinctive.

The flexibility of responsive search advertisements comes from the ability to have numerous ad combinations and keywords that may match client search phrases. This improves search relevancy and allows you to reach more consumers.

Add as many distinct headlines as you can to your responsive search advertisements to expand the number of ad possibilities and boost campaign success.

The headlines and descriptions of a responsive search ad may be shown in any sequence and in any combination. As a result, it’s critical to make sure that these assets are distinct from one another and that they perform effectively together when used in diverse ad combinations.

You may add up to fifteen headlines and four descriptions to a responsive search ad. At any one moment, the responsive search ad will display up to three headlines and two descriptions. It may appear with two headlines and one description on smaller displays, such as mobile devices.

Here are some pointers on how to write headlines and descriptions:

1. Make at least 8-10 headlines to allow for additional ad choices to be shown. More ad combinations assist to enhance ad group effectiveness by increasing ad relevance.

  • Enter at least five headlines that are distinct from one another to enhance the likelihood that the ad will be seen. Do not use the same terms more than once, since this will limit the amount of ad combinations created by the algorithm.

  • Some headlines may be used to draw attention to key product or service details.

  • To boost ad relevancy, include your popular keywords in as least two headlines. The tool will suggest common keywords in the ad group to add in headlines to increase ad performance while you design the responsive search ad.

  • To produce additional ad combinations, make sure you don’t use keywords in three headlines. Benefits, unique services, special hours, calls to action, shipping and return policies, special promotions, taglines, or ratings may all be highlighted instead.

  • Experiment with various headline lengths. In each headline, don’t use all of your characters. Both lengthy and short headlines will be tested by Google’s systems.

  • Each headline is limited to 30 characters.

2. Include two different descriptions. The maximum number of descriptions is four.

  • Product or service characteristics not stated in the headlines should be described in the descriptions, coupled with a call to action.

  • Each description is limited to 90 characters.

The graphic below shows an example of a responsive search ad with headlines and descriptions.

Entering headlines and descriptions for the responsive search ad

3. Make use of your current expanded text advertisements’ most popular material.

When creating headlines and descriptions for responsive search advertising, use headlines and descriptions from your current expanded text advertisements in the ad group. This allows you to create additional ad combinations using keywords that have previously shown to be effective in your marketing campaign.

Responsive search ad

4. Control where headlines and descriptions appear by pinning them to precise spots. Only use a little amount.

By default, responsive search advertisements will display headlines and descriptions in any sequence. You may pin headlines and descriptions to certain points in the ad to manage the position of information in the ad. With responsive search advertisements, a new idea called pinning was introduced.

Pinning is not advised for most advertisers, according to Google, since it restricts the amount of ad permutations that may be matched to consumer search terms and has the potential to affect ad effectiveness.

Use the pinning function only when necessary. The efficacy of employing this flexible ad format to display different ad combinations is reduced when too many headlines and descriptions are pinned to fixed spots in the responsive search ad.

1. If you have text that must appear in every ad, pin it to Headline Position 1, Headline Position 2, or Description Position 1. This text will appear in the advertisement at all times.

2. You may also pin headlines and descriptions to specified spots in the ad that must always be included. Disclaimers or special deals, for example.

3. When putting up the Ad, hover to the right of any headline or description and click the pin symbol that appears. Then choose where you want the headline or description to appear on the page.

4. Pinning a headline or description to a certain place ensures that the asset is shown in that location every time the ad is displayed. It’s best to pin two or three headlines or descriptions to each slot for more flexibility. Any of the pinned headlines or descriptions may then be shown in the pinned location, allowing you to continue to experiment with various ad combinations.

5. Save the file.

A headline is placed in position one, and a description is pinned in position two in the figure below. Every time the ad runs, this headline and description will appear in the pinned spots.

Pinning headlines and descriptions to specific positions

5. In order to boost performance, increase the ad’s strength.

You’ll see an ad strength indication with a strength estimate on the right when you construct a responsive search ad. To increase ad performance, use the ad strength indicator to improve the quality and efficacy of your advertising.

According to Google, increasing ad strength from “Poor” to “Excellent” might result in up to 9% more clicks and conversions.

1. Ad strength is a metric that assesses the relevancy, variety, and quality of an advertisement’s content.

2. Some of the ad strength recommendations are as follows:

  • Increase the number of headlines
  • Using well-known buzzwords in the headlines
  • Making headlines that stand out
  • Increasing the variety of descriptions

3. Select “View Ideas” to examine the tool’s recommendations for improving ad relevancy and quality.

4. There are four ad strength ratings: “Excellent,” “Good,” “Average,” “Poor,” and “No Ads.”

5. Change the substance of headlines or descriptions, or add popular keywords, to earn at least a “Good” grade. If you have a lot of assets pinned to certain spots, you may want to consider unpinning some of them to enhance ad strength.

Ad strength indicator

Is it still possible to use extended text ads?

Expanded text advertisements are still allowed in Google Ads paid search campaigns, however they are no longer the default ad format.

Along with responsive search advertising, you may still run extended text advertisements in your ad groups. To boost performance, Google suggests having one responsive search ad and two expanded text ads in an ad group.

However, the ability to add a text ad straight from the Ads and extensions menu has been disabled by Google. When creating a new ad, the menu now only allows you to create a Responsive Search Ad, a Call Ad, a Responsive Display Ad, and ad variant.

Although you cannot add an extended text ad straight from the Ads and extensions menu, you may still do so. Follow the instructions below.

  1. Select Responsive search advertising from the Ads and extensions menu.

  2. This activates the editing menu, which allows you to construct a responsive search ad.

  3. Then, at the top, select “switch back to text advertisements” to create a text ad.

Expanded text advertisements have been removed from the Ad and extensions menu, suggesting that Google may be preparing to phase them out in the future. They are, however, still being supported at this moment.

How to add expanded text ads to your ad group


In conclusion, responsive search advertising continue Google Ads’ march toward automation and machine learning. At our digital marketing business, we’ve employed responsive search advertising in PPC search campaigns and noticed an increase in clicks and CTR when compared to expanded text ads.

Following these five best practices for responsive search advertising will help you increase the success of your Google Ads PPC search campaigns:

  1. Each ad group should include at least one responsive search ad.

  2. Add a few headlines and descriptions that aren’t the same as the others.

  3. Make use of your expanded text ad’s most popular material.

  4. Some assets may be pinned to control where they appear in the ad.

  5. Improve ad performance by increasing ad strength to at least a “good” grade.

Google also suggests the following excellent practices:

Do you have any additional optimization suggestions? Share them on Twitter or LinkedIn with the hashtag #SagaReach MarketingBlog.

Google Ads is a powerful advertising tool that can help you get the most out of your marketing budget. But, when it comes to PPC campaigns, there are some best practices that can make your campaign more successful. This blog will discuss 5 best practices for Google Ads PPC Search Campaigns. Reference: google ads examples.

Frequently Asked Questions

What are Google Ads best practices?

A: This is a question that has been asked many times. Google Ads best practices would vary depending on what you are looking to gain from the ads, as well as with your budget and expected ROI (return of investment).

What are the PPC Best Practices in 2020?

A: The PPC (Pay Per Click) marketing is a system in which advertisers spend money only when someone clicks on their ad. Its an effective way to reach new potential consumers, but it can also take time for the return from investment to be achieved and may not work if youre targeting web searches or specific types of content. Web search ads tend to have lower click rates than banner ads so they are less cost-effective.

What are best practices strategies for scaling Google ad campaigns?

A: Best practices strategies for scaling Google ad campaigns primarily focus on three areas: creative, budget, and timing. Creative is the best way to increase your click through rate (CTR) and make them more effective. You can use a variety of new tools like deep learning algorithms that are able to help create incredibly targeted advertisements with advanced targeting capabilities. Budgeting will also be important in order to ensure you have enough funds available throughout the campaign so it doesnt become overpriced. Timing is an important factor as well, as theres no point running a campaign at different times or on different channels simultaneously unless theres audience overlap between those sources which would potentially boost results overall by making these audiences less likely not see each other!

Related Tags

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  • responsive search ads
  • best google ads examples
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