Google launches ‘responsive search ads’

Google is to roll-out a new optimisation feature for advertisers today that will offer different search ads based on context.

‘Responsive search ads’ combine different creative with machine learning to help deliver more bespoke targeting.

“Consumers today are more curious, more demanding, and they expect to get things done faster because of mobile,” said Jerry Dischler, vice president of product management, Google. “As a result, they expect your ads to be helpful and personalised. Doing this isn’t easy, especially at scale.”

However, if advertisers provide up to 15 headlines and 4 description lines, Google is now able to test different combinations, working out which creative performs best for any search query. People searching for the same thing might, therefore, see different ads based on context.

“We know this kind of optimisation works: on average, advertisers who use Google’s machine learning to test multiple creative see up to 15 percent more clicks,” Dischler said.

Machine learning will also help Google maximise relevance and performance on YouTube through a new ‘Smart Bidding strategy’, while a new local campaigns strategy is designed to drive store visits exclusively by capitalising on the growth of people searching for ‘near me’ on mobile.