Google has launched two new Adaptive Search Ads tools that are now available to all advertisers in all languages.
Additionally, Adaptive Search Ads can now be set up through the Google Ads Editor, Google Ads API, and mobile apps.
The two new tools include:
Effectiveness Columns: Identify the exact creative materials that are generating results in high-traffic ad groups. Improve “low” rated materials, keep “good” results materials, and mimic “best” results materials.
Ad Variants: Ad variants in Google Ads now support adaptive search ads, allowing advertisers to run their own ad copy tests.
Google recommends starting by adding at least one Adaptive Search Ad and two Extended Text Ads to each group:
“This has been proven to help advertisers attract new customers while delivering excellent results. For example, Trovit used adaptive search ads to increase site traffic by 44%, which led to a 43% increase in conversions.”
Other best practices recommended by Google include monitoring ad intensity and combining smart bids with adaptive search ads.
“Advertisers who raise the ad intensity of their adaptive search ads from ‘poor’ to ‘excellent’ see a 6% increase in average clicks.”
See also:
Google’s New Adaptive Display Ads Allow Advertisers to Upload 15 Images, 5 Headlines and More
Google Introduces New “Ad Effectiveness” Metrics to Measure Ad Performance
Smart Bidding in Google Ads: An Updated Guide
