Responsive search ads let you create ads that adapt to show more text—and more relevant messages—to your customers. By adapting your ad’s content to more closely match potential customers’ search terms, responsive search ads can greatly improve your campaign’s performance.
According to a recent update in the official Google blog,
“Starting in September, Google will start rolling out its responsive search ads to more accounts in English, French, German and Spanish, with other languages to follow soon. And, starting in late August, you’ll be able to add a third headline and second description to your text ads.”
The main aim of adding these extra character benefits is to give advertisers and marketers more space and freedom to convey their business message to all customers - existing ones and potential ones.
Increase In The Number of Headlines
The more headlines and descriptions you enter, the more opportunities Google Ads has to serve ads that more closely match your potential customers’ search queries. This can, in turn, improve your ad performance.
Now, with this new update – as opposed to the traditional 80-character limit – marketers will be able to add a third headline and a second description as long as 90 characters to their text ads. Here’s an example taken from the blog - if you’re a retailer using two headlines that show your brand name and official site, you can add a third headline showing shipping details or special offers.
It’s a practical move to roll out changes in text ads as well and not just in the responsive search ads. As the changes will been seen over many languages, it makes sense for Google to extend the same advantages to both text ads and responsive search ads.
If you want to know more about writing more effective text ads, read here.