Recently I explained to a few colleagues in a MT what agile and scrum are. “How long has agile actually been around?” one of the members asked me. When I explained that the agile manifesto was published in 2001 and that many companies have had years of experience with agile working, she was very surprised. “This is the first time I've heard about it.”
Actually, it has been around for much longer, if you look at the dissenting voices after the industrial revolution: lean , kaizen , kanban , but also, for example, the ideas of management guru Peter Drucker .
Google always manages to surprise us during their annual Google Marketing Live Event, and this year was no exception. Among all the new ad features (such as the addition of a third headline and second description) and tools, one stood out: Responsive Search Ads.
Responsive Search Ads have the potential to be the most revolutionary change in search campaigns since the availability of expanded text ads in 2016.
So, what exactly is changing? In this article, 11 things advertisers need to know about Responsive Search Ads.
1. What are Responsive Search Ads?
Responsive Search Ads are Google ’s newest, largest, and most flexible search ad format. Unlike traditional search ads, where you combine headlines and descriptions into a static text ad, Responsive Search Ads allow you to write up to fifteen different headlines and up to four different descriptions. Together, these headlines and descriptions can be shown in 43,680 different variations. Making the possibilities for ad testing nearly endless.
Google automatically tests different combinations cambodia telegram data of headlines and descriptions to learn which combination works best. Over time, your Responsive Search Ads will show the best message to different searchers, depending on their keyword, the device they’re using, their past search behavior, and other signals.
Google’s new Responsive Search Ads can display three headlines, each up to 30 characters long. The displayed URL also has room for two paths, each up to 15 characters long, ending with two descriptions of no less than 90 characters each.
When we compare this to Expanded Text Ads, we notice that we get an extra headline, an extra description, and ten more characters for each of the descriptions. All in all, Responsive Search Ads makes for the largest ad to hit the SERP (Search Engine Result Page) – at a whopping 300 characters. That’s twice as many as an Expanded Search Ad! Let’s compare the differences.