10 Jul '18, 6pm

via @MattGSouthern, @sejournal

via @MattGSouthern, @sejournal

Google is introducing a new ad product that uses machine learning to adapt to users’ queries. Responsive search ads allow advertisers to provide up to 15 headlines and 4 description lines. Google will then test different combinations of the headlines and descriptions, learning which ad creative performs best for different search queries. In testing, Google says using machine learning to test multiple sets of ad creative can increase clicks by up to 15 percent. As well as increasing clicks, responsive search ads will allow advertisers to compete in more auctions and match more queries. This can help advertisers reach more potential customers. “Responsive search ads let you create an ad that adapts 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 may im...

Full article: https://www.searchenginejournal.com/google-introduces-res...

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