什么是响应式搜索广告，为什么要使用它们？

作为营销人员，我们一直在谈论个性化和响应迅速的广告。而且这种趋势并没有消失。

2019年，72％的显示广告反应迅速(more than double what they found just two years previous).

Additionally, the ways people search are changing. Google found that15% of search queries每天都是他们从未见过的新搜索。

这就是为什么从2022年6月30日,响应烤焦ch ads will be the only search ad type that can be created or edited in Google standard search campaigns. The goal is that this change will help simplify the way you create search ads and make it easier to drive performance.

To prepare for this upcoming change, let's discuss what responsive search ads are and the best practices for creating them.

The goal is to show a different combination of titles and descriptions for different users depending on their unique queries and search history. Google will alternate between the titles and descriptions, showing 32,760 different versions of the ad. Then, the search engine will find the most effective title and description combination and use it the most often.

Responsive search ads are a simple and strategic way to create an effective PPC marketing strategy. You can boost your engagement and reach more potential customers with the most effective version of your ad.

响应式搜索广告与动态搜索广告

尽管它们相似，但响应式搜索广告和动态搜索广告are different. Again, responsive search ads are when you create multiple versions of your title and description, and Google will alternate between them.

On the other hand, dynamic search ads are when Google itself issues a headline for an ad -- one you didn't write -- depending on the content and search query.

响应式搜索广告非常适合用于品牌知名度和潜在客户产生，而动态广告对基于内容和关键字的页面有帮助。

Now, you might be wondering what the benefits of responsive search ads are -- let's review below.

1.个性化搜索广告。

响应式搜索广告的主要好处之一是个性化。自从90％的美国消费者find marketing personalization very or somewhat appealing, it's important to make your ads as personalized as possible.

响应式搜索广告根据用户的搜索历史记录，过去的点击，设备类型和搜索查询（使用的关键字）显示。Google将使用您写的标题和描述最相关的。此外，可以根据用户的当前位置，常规位置或感兴趣的位置来量身定制响应搜索广告。

This means that with responsive search ads, you'll benefit from a more personalized ad experience.

2. Optimized search ads depending on the device type.

与上面的点相似，当用户在其移动设备上与计算机搜索时，设备的大小不同（我知道）。

这意味着他们可以少看到您的广告标题和描述。借助响应式搜索广告，您可以为移动体验分配较小的标题和描述。

最终，这可以帮助您有更多的空间来分享您的消息，并有望提高所有设备类型的点击率（CTR）。

3. Simple A/B testing.

As discussed, with responsive search ads, Google will use thousands of variations of your search engine ads. This means that Google will automatically be testing the different versions of your ad, so you don't have to micro-analyze CTR or impressions anymore.

Interestingly, according to Google, responsive search ads have also resulted in6% more clicks and 5% higher CTR。此广告类型将节省您的时间，因为Google将为您进行测试，并推动更高的结果。

4. Compete in more auctions and reach more customers.

With more headlines and descriptions, your ads will compete in more auctions, match more queries, and ultimately reach more customers. Increasing your reach while also increasing your results is one of the main benefits of using responsive search ads.

So, now we know that responsive search ads are here to stay and can help change your PPC strategy. But, how can you write the best responsive search ads to guarantee results? Let's look at some best practices below to help you get started.

1.编写独特的标题和描述以创建变化。

自从one of the main benefits of responsive search ads is the variation in writing 15 headlines and four descriptions, it's important to make those titles and descriptions unique.

目的是具有尽可能多的变化。测试不同的CTA，呼叫不同的功能，包括不同的关键字，具有不同的标题长度等。具有唯一的标题和描述（而不是非常相似的标题）将带来更高的结果，因为Google可以看到哪些更有效。

2.实验不同的标头长度和描述类型。

正如我们上面讨论的那样，重要的是要尝试不同的标头长度。您需要为移动设备提供标题的较短版本，并为桌面上的版本提供更长的版本。

Additionally, you should experiment with different types of descriptions. These can include descriptions that have special offers, discount codes, savings, or product benefits and features.

3. Entice users with different offers in your descriptions.

Using offers and discounts is a great strategy for responsive search ads. You can test which special offers or discounts work the best by using several different ones in your descriptions. Depending on which performs better, Google will begin showing that description more than the other versions.

4. Have concise and straightforward CTAs.

最好的响应式搜索广告具有简洁明了的CTA。这些应该是短形式的CTA，例如“立即保存”，“立即获得免费送货”或“为什么要支付全价？立即节省70％！”

Short and concise CTAs tend to perform better on PPC ads in general, so it's important to continue using those types of CTAs for your responsive search ads.

5. Include keywords, product features, and benefits, where you can.

To drive results with responsive search ads, it's important to include keywords in your headlines, and add product features or benefits to your descriptions. This will help you match several different queries, increase your reach, and ultimately drive more results from your responsive search ads.

6. Use existing content from high-performing ads.

在此之前，您很可能已经完成了PPC广告。查找您的高性能广告，并在响应式搜索广告中使用一些现有内容。这是许多类型的PPC广告的最佳实践，并且与响应式搜索广告没有什么不同。

响应式搜索广告在搜索引擎广告领域变得越来越流行，越来越重要。考虑一下如何实施这些广告以推动结果并改善您的PPC策略。