All advertisers are allowed to access now Microsoft responsive search ads beta.
Advertisers who do not have their own Microsoft ads account can join the beta by filling out this form.
Responsive search ads, first introduced by Google, automatically customized based on your query. It allows advertisers to test thousands of headline and description combinations without creating multiple campaigns.
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With up to 15 names and four descriptions, advertisers are committed to providing the best combination for each search engine. An ad combination can have up to three titles and two descriptions.
Microsoft will also determine the best admix be compiled in the advertiser report. Underperforming ad combinations will no longer run.
Microsoft focuses on the following benefits of using responsive search ads:
- Reduce bulky operations and save time
- Serve the right message to the right user at the right time
- Improve ad performance
Advertisers are encouraged to provide as many names and descriptions as possible, as this increases the likelihood that the ad will be relevant to a particular auction.
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The Ad Strength widget (shown below) evaluates responsive search ads and offers suggestions for improvement.
At last, Microsoft lists this as best practice for responsive search ads:
- Create a responsive search ad in the same campaign as your existing Rich Text ad.
- Give at least 8-10 unique titles and at least two separate descriptions a definite challenge.
- Check performance regularly.
A fixed title or description will ensure that it appears in the right place.
Microsoft Responsive Search Ads can be created and managed through Microsoft Advertising Online, Microsoft Advertising Editor, Google Import, and Bulk APIs.