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Responsive Search Ads Best Practices

In today's session I'm going to cover Google ads, responsive search ads, how to make them, what they are, why you should use them, and how it can make your CTR, your conversion rate, your cost per click, and your cost per acquisition go in the right direction. So, we have covered lots of various ads in the past, but what I'll do is I'm going to go into the interface. Now, those of you who have been in these sessions before, you know, that I don't normally tend to write as directly in the interface, I tend to use a Google sheet or an Excel spreadsheet. Whichever one you're happy with, write your ads in there, but for the responsive search ads I come in here and it is for a reason.

So, what I'm going to do is, go into our Google ads campaign setup and go into your ad group, and then you have the choice of either adding a text ad or a responsive search ad. Now, the reason why you see three boxes, you can add more as well if you like, but the Google best practices for each campaign or ad group is two responsive, beg your pardon, (two) expanded text ads, and one responsive search ad. But this is why they are showing you two here and one there. So, we don't want to go in there. We can certainly go in there and if you want to know what this is all about, you can hover the mouse over the little question mark bubble, and the popup will come up, and then you can read, but it's just basic stuff about that ad click on the responsive search ad

So the first thing you will see is the final URL. I'm going to put my URL what was it... So, this is for one of our website pages for a web design and the reason why I'm going to make a proper ad and not just put in test or dummy text in these ads is that we want to see the ad strength and this is what this interface will show you over here on the right-hand side and over there were as right now, it shows you as incomplete, which it is because we haven't quite started yet and we'll start adding more headlines and keywords and descriptions and so on.

Then you can put in your part one and part two, design and then you can put in now our town name is quite long. I don't think it will. Okay. So, I can put in web design, something like that. Then what you want to do is to add a handful of headlines and a handful of descriptions and what Google will do is it's going to use various headlines, combinations, and descriptions to try and make that perfect ad. But what they are going to do is to do all the split testing for us. So, we don't need to make multiple ads. All we do is just throw in the bunch of headlines here and some descriptions and sometimes Google is going to take headline one, Headline four, with description one, headline five, headline seven, description two, and so on.

So, it's going to test different variations of your messages and see which one resonates the most with your audience. So, let's start with website works. I can put in a question mark. Now, when you type in, or you hover over with the mouse, you will find a little pen. So, you can pin that headline. If you want to show that headline always as headline one, so you'll see over here, pending one headline or description causes it to show only in that specific position, preventing others from showing in its place. So, if it was your brand name or something like that... In fact, you know what I should do?

Put my brand name over here, web design. Okay, it won't. So, I might just put in... So that fits in, sometimes it's not ideal, but at least it's going to do, what you can also do then is as you start typing in, it's going to open up a dropdown and give me some ideas as to what I ought to put in. I don't want the cell phone number in here because Google quite often disapproves the ads when you put in phone numbers in your headlines, so I'm not sure why this is prompting me to put it in, but something like this 'Start a conversation. I don't like that headline at all. If you are stuck for ideas, you can go in here and see what they are offering, so an affordable website design is good. So that could go in a description as well, but I quite like the affordable bit, which is affordable website design, then what I can also do is put in some reviews, social proof over here, not reviews, but let's say if I've got a fair amount of reviews on my Google, my business page or something like that. GMB five-star reviews.

We want to give Google lots of different headlines, custom web design if you are stuck for ideas. Then all you do is go to Google, open up a new tab search for that keyword web design, your city or town and see what your competitors are up to and... Don't copy it, but do something different, but you can get start getting some ideas. Price is a good qualifier. So, if I want to put in, let's say, I'm just throwing in a number, please don't come to me and say, can I have a £499 website? Because I'm going to say no. a Custom web design that fits in there. Okay. If you guys have any ideas, then throw them in the comment box and we can start putting them in here. Now, as you can see, as I'm starting to write the headlines, this is starting to populate. So, make your headlines more unique. So, I've got a green tick mark, so that's quite good. It's telling me to add more headlines and include popular keywords in your headlines and make your descriptions. 

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