What you will learn
- Explain how responsive search ads combine headlines and descriptions
- Write ad copy that matches keywords and gives a clear reason to click
- Add useful ad assets such as sitelinks, callouts, and calls
The standard search ad format is the responsive search ad. You provide up to 15 headlines of up to 30 characters each and up to 4 descriptions of up to 90 characters. Google tests combinations and shows the ones likely to perform best for each search. Because pieces can appear in different orders, every headline must make sense on its own and alongside the others.
Good ad copy matches the search, states the benefit, and asks for action. Include the main keyword in at least one headline. Add specifics people care about: a starting price, delivery areas, opening hours, or a guarantee. End descriptions with a clear call to action such as "Book a free consultation". Pinning a headline to a fixed position is possible, but it reduces how many combinations Google can test.
Ad assets, previously called extensions, add extra information to an ad. Sitelinks send people to specific pages, such as Pricing or Contact. Callouts add short points like "Cash on delivery" or "Free returns". Call assets show a phone number, and structured snippets list services or product types. Assets make an ad more useful and take up more space, so add at least four sitelinks and several callouts to every search campaign.