Create a responsive search ad

If your responsive search ads are under review for more than 1 working day, they won't show. To fix this, make sure that each ad has at least 5 different headlines and 2 descriptions that don't repeat the same or similar phrase.

In this article, you'll learn best practices for writing responsive search ads and some common mistakes to avoid. Remember to create only one responsive search ad for each ad group and make sure that there's also at least one expanded text ad in the ad group.

Tips

Providing redundant headlines and descriptions restricts the system’s ability to assemble ad combinations. To increase the likelihood that your ad shows, focus on these key best practices for each responsive search ad:

  1. Provide at least five distinct headlines that don't repeat the same or similar phrases.
    1. Providing at least 8-10 headlines is best. The more headlines that you provide, the more options that there are to assemble your messages into relevant ads, which may increase performance.
    2. Make sure that you include a keyword in two headlines.
  2. Make sure that you have at least another three headlines that DON'T include your keywords.
    1. Try highlighting additional product or service benefits and features, a problem that you're solving, or highlight delivery and return information.
  3. Try creating headlines of different lengths. Don't try to maximise the character count in every headline.
  4. Add at least two distinct descriptions.
    1. Remember: Responsive search ads could show up to two descriptions at a time. 
Ad customisers are currently not supported by responsive search ads.

Example – Women's Shoes

Good example

This example follows the best practices for creating a responsive search ad.

Headlines and descriptions Possible ad combinations

Headlines

  1. SHOP
  2. Fashionable and Comfortable
  3. Trendsetting Women's Shoes
  4. Buy Womens’ Shoes Online Today
  5. Free Delivery on All Orders
  6. Top Brands at Great Prices
  7. Official SHOP Website
  8. {KeyWord:Awesome Women’s Shoes}
  9. A Style for Every Occasion
  10. Buy Cool Shoes With Confidence
  11. Starting from as Low as £39
  12. Save 15% on your First Order

Descriptions

  1. Find all your favourite brands and the latest styles in one place. Don't wait, order today!
  2. Free delivery on orders over £50. Wide selection of stylish and comfortable shoes.
  3. Shop SHOP's wide variety of high quality women's shoes at prices that you'll love. Buy now!

 Ad combinations assembled

Example combinations:

SHOP | {KeyWord:Awesome Women’s Shoes} | Buy Womens’ Shoes Online Today

https://www.example.com/

Shop SHOP's wide variety of high quality women's shoes at prices that you'll love. Buy now!

Official SHOP Website | Trendsetting Women's Shoes | Free Delivery on All Orders

https://www.example.com/

Free delivery on orders over £50. Wide selection of stylish and comfortable shoes. Find all your favourite brands and the latest styles in one place. Don’t wait, order today!

Bad example

This is an example of how NOT to create a responsive search ad.

Avoid repeating the same text in every headline. In the following example, 'Women’s Shoes' is in every headline.

Issues

  • Redundant text in headlines
  • Fewer than five headlines
  How to fix
  • Add more distinct headlines
  • Break up your headlines into smaller units (e.g. Latest Women's Shoes at SHOP -> 1) Latest Women’s Shoes 2) SHOP
Headlines and descriptions Possible ad combinations

Headlines

  1. Fashionable Women's Shoes
  2. Trendsetting Women's Shoes
  3. Latest Women's Shoes at SHOP
  4. Purchase Women's Shoes Online

Descriptions

  1. Find all your favourite brands and the latest styles in one place. Don't wait, order today!
  2. Shop SHOP's wide variety of high quality women's shoes at prices that you'll love. Buy now!

 No ad combinations assembled

Example combinations considered and rejected:

Latest Women's Shoes at SHOP | Purchase Women's Shoes Online | Fashionable Women's Shoes

https://example.com/

Find all your favourite brands and latest styles in one place. Don't wait, order today!

Fashionable Women's Shoes | Latest Women's Shoes at SHOP | Purchase Women's Shoes Online

https://example.com/

Shop SHOP's wide variety of high quality women's shoes at prices that you'll love. Buy now! Find all your favourite brands and the latest styles in one place. Don't wait, order today!

 

Example – Widgets

Good example

Headlines and descriptions Possible ad combinations

Headlines

  1. SHOP: Widgets
  2. 100s of Options to Choose From
  3. Lifetime Warranty
  4. Best Prices from SHOP
  5. Over 100 Years in Business
  6. 24/7 Customer Service
  7. Free Delivery Orders Over £99
  8. Same-Day Delivery
  9. Order Today and Save
  10. All Shapes & Sizes
  11. High-Quality Widgets
  12. The Best Widgets Available

Descriptions

  1. Made from durable, high-quality materials. Customise with any colour that you need. Trust SHOP.
  2. Deliver to over 100 countries in three days. 'Best widgets. Full stop'. Buy Now!
  3. Your satisfaction is our priority. We offer great prices and no-hassle ordering.

 Ad combinations assembled

Example combinations:

SHOP Widgets | 100s of Options to Choose From | Lifetime Warranty

https://www.example.com/

Made from durable high-quality materials. Customise with any colour that you need. Trust SHOP. Deliver to over 100 countries in three days. 'Best widgets. Full stop'. Buy now!

High-Quality Widgets | Free Delivery on Orders Over £99 | Order Today and Save

https://www.example.com/

Your satisfaction is our priority. We offer great prices and no-hassle ordering. Made from durable, high-quality materials. Customise with any colour that you need. Trust SHOP.

 

Bad example

Avoid using keyword insertion in too many headlines.

Issues

  • Redundant text in headlines through keyword insertion
  • Redundant descriptions

 How to fix

  • Add 2-3 more headlines without keywords
  • Add 1 description that's distinct from the existing descriptions
Headlines and descriptions Possible ad combinations

Headlines

  1. {KeyWord:Durable SHOP Widgets}
  2. {KeyWord:Free Delivery}
  3. {Keyword:Lowest Prices, Huge Selection}
  4. {KeyWord:Widgets on Sale}
  5. {KeyWord:Quality and Affordable}
  6. {KeyWord:SHOP Widgets}
  7. {KeyWord:Buy Widgets Today}
  8. Official SHOP Website

Descriptions

  1. Order the latest widgets from SHOP that are durable and built with high quality.
  2. Order the newest widgets from SHOP that are durable and built with great quality.

 No ad combinations assembled

Example combinations considered and rejected:

Official SHOP Website | {KeyWord:Widgets on Sale} | {KeyWord:SHOP Widgets}

https://example.com/

Order the latest widgets from SHOP that are durable and built with great quality.

{KeyWord:Durable SHOP Widgets} | {KeyWord:Widgets on Sale} | {KeyWord:Buy Widgets Today}

https://example.com/

Order the newest widgets from SHOP that are durable and built with great quality.

 


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