PPC Blog: responsive search ads

Responsive Search Ads: They’re Not What You Think

When Google rolled out responsive search ads in 2018, they were met with skepticism and resistance by many PPC managers.

Responsive search ads were another instance of Google applying machine learning to the paid search management process — and this made some people nervous.

After all, many managers had had less than great experiences with Google’s other automated tools. And they worried that this tool wouldn’t be any different.

At Group Twenty Seven, we shared these concerns.

These concerns were confirmed when we tested responsive search ads and didn’t get the results we were hoping for.

But a couple of weeks ago, Google invited the Group Twenty Seven team to a customized training event, and responsive search ads were part of the discussion.

And in light of what we learned, we’ve started to reassess this ad type.

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