Google launches 'responsive search ads'

10 Jul 2018  |  Newsline Staff 
Google launches 'responsive search ads'

Google is to roll-out a new optimisation feature for advertisers today that will offer different search ads based on context.

'Responsive search ads' combine different creative with machine learning to help deliver more bespoke targeting.

"Consumers today are more curious, more demanding, and they expect to get things done faster because of mobile," said Jerry Dischler, vice president of product management, Google. "As a result, they expect your ads to be helpful and personalised. Doing this isn’t easy, especially at scale."

However, if advertisers provide up to 15 headlines and 4 description lines, Google is now able to test different combinations, working out which creative performs best for any search query. People searching for the same thing might, therefore, see different ads based on context.

"We know this kind of optimisation works: on average, advertisers who use Google’s machine learning to test multiple creative see up to 15 percent more clicks," Dischler said.

Machine learning will also help Google maximise relevance and performance on YouTube through a new 'Smart Bidding strategy', while a new local campaigns strategy is designed to drive store visits exclusively by capitalising on the growth of people searching for 'near me' on mobile.


Cairncross Review: Please, Dame, can we have some more? The importance of asking the right questions when buying RAF's winning diversity ad airs on Channel 4 tonight There's no such thing as a free media lunch Consumer magazine ABCs: analysis

Related articles

Advertisers are ahead of publishers in one simple area... Seamlessly extending TV campaigns online Dodgy ad placements on YouTube? It's far worse than that
Leave a comment

Thank you for your comment - a copy has now been sent to the Newsline team who will review it shortly. Please note that the editor may edit your comment before publication.


14 Feb 2019 

Data from Mediatel Connected
Find out more about the UK's most comprehensive aggregator of media data.

Arrange a demo

Newsline Bulletins

Receive weekly round-ups of the latest comment, opinion and media news, direct to your inbox.

More Info