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This week, Google announced some changes to Responsive Search Ads (RSAs). The use of artificial intelligence makes this ad format increasingly flexible, allowing advertisers to improve the performance of their campaigns.
Just like the technologies they rely on, Google Ads formats are constantly evolving. Nearly a year after announcing changes to its responsive ads on Search Ads, Google recently posted a new article on its help centre to share new areas of development. In an effort to improve performance, these ads will become more flexible than in the past.
Until now, AI has enabled these responsive ads on Search Ads to suggest the best combination of headlines and descriptions from a wide selection provided by advertisers, in order to deliver the most relevant ads. Following its recent update, the system now goes much further, even allowing the structure of responsive ads to be modified when this could help them perform better. “We plan to give our AI systems greater flexibility to optimise the overall combination of headlines, descriptions and other elements,“ Google says, adding: “In some cases, our systems may even consider not displaying certain content elements, such as description lines, when this leads to better performance, enabling a truly adaptable and optimised advertising experience tailored to each search.”
A new update following on from previous ones. In the past, Google had already experimented with modifying the structure of responsive ads on Search Ads. In February 2024, the advertising platform allowed its system to add a title before the descriptions in order to improve the performance of these ads. This new update, which offers more flexibility to artificial intelligence, is a further step in the process already well underway at Google.
The promise of this update is clear: according to Google, this optimisation will help advertisers achieve better performance with responsive ads on Search Ads. “In our tests, we found that introducing greater resource flexibility, such as the ability to serve additional headlines in different parts of the ad, leads to increased user engagement with text ads,“ Google says.
Better performance, but at what cost? Once again, Google aims to improve the effectiveness of its services while reducing advertisers’ control over the distribution of their own ads. However, there are several tools and best practices that can help advertisers keep an eye on how AI promotes their resources.
If advertisers wish to highlight a headline or description without exposing it to evaluation by artificial intelligence, it is always possible to impose its position in the advert (headline position/description position). It is recommended that you regularly consult the combinations report in order to accurately analyse how artificial intelligence distributes responsive adverts on Search Ads.
Would you like assistance with your SEA? Please feel free to consult our Google Ads agency.
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Pierre Blarre