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What Are Responsive Search Ads and Why Should You Use Them?

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What Are Responsive Search Ads and Why Should You Use Them?


As a marketer, we’ve been talking about personalization and responsive advertising for some time now. And that trend isn’t going away.

In 2019, 72% of display ads were responsive (more than double what they found just two years previous).

Additionally, the ways people search are changing. Google found that 15% of search queries every day are new searches they’ve never seen before.

That’s why starting June 30, 2022, responsive search ads will be the only search ad type that can be created or edited in Google standard search campaigns. The goal is that this change will help simplify the way you create search ads and make it easier to drive performance.

To prepare for this upcoming change, let’s discuss what responsive search ads are and the best practices for creating them.

The goal is to show a different combination of titles and descriptions for different users depending on their unique queries and search history. Google will alternate between the titles and descriptions, showing 32,760 different versions of the ad. Then, the search engine will find the most effective title and description combination and use it the most often.

Responsive search ads are a simple and strategic way to create an effective PPC marketing strategy. You can boost your engagement and reach more potential customers with the most effective version of your ad.

 

Responsive Search Ads vs. Dynamic Search Ads

While they’re similar, responsive search ads and dynamic search ads are different. Again, responsive search ads are when you create multiple versions of your title and description, and Google will alternate between them.

On the other hand, dynamic search ads are when Google itself issues a headline for an ad — one you didn’t write — depending on the content and search query.

Responsive search ads are great to use for brand awareness and lead generation, while dynamic ads are helpful for content and keyword-based pages.

Now, you might be wondering what the benefits of responsive search ads are — let’s review below.

1. Personalized search ads.

One of the main benefits of responsive search ads is personalization. Since 90% of U.S. consumers find marketing personalization very or somewhat appealing, it’s important to make your ads as personalized as possible.

Responsive search ads are displayed based on a user’s search history, past clicks, device type, and search query (keywords used). Google will use the title and description you wrote that is most relevant. Additionally, responsive search ads can be tailored depending on a user’s current location, regular location, or location of interest.

This means that with responsive search ads, you’ll benefit from a more personalized ad experience.

2. Optimized search ads depending on the device type.

Similar to the point above, when a user is searching on their mobile device versus the computer, the size of the device is different (shocking, I know).

This means they can see less of the title and description of your ad. With responsive search ads, you can allocate smaller-width headlines and descriptions for the mobile experience.

Ultimately this can help you have more room to share your message and will hopefully increase your click-through rate (CTR) on all device types.

3. Simple A/B testing.

As discussed, with responsive search ads, Google will use thousands of variations of your search engine ads. This means that Google will automatically be testing the different versions of your ad, so you don’t have to micro-analyze CTR or impressions anymore.

Interestingly, according to Google, responsive search ads have also resulted in 6% more clicks and 5% higher CTR. This ad type will save you time since Google will do the testing for you, and drive higher results.

4. Compete in more auctions and reach more customers.

With more headlines and descriptions, your ads will compete in more auctions, match more queries, and ultimately reach more customers. Increasing your reach while also increasing your results is one of the main benefits of using responsive search ads.

So, now we know that responsive search ads are here to stay and can help change your PPC strategy. But, how can you write the best responsive search ads to guarantee results? Let’s look at some best practices below to help you get started.

1. Write unique titles and descriptions to create variation.

Since one of the main benefits of responsive search ads is the variation in writing 15 headlines and four descriptions, it’s important to make those titles and descriptions unique.

The goal is to have as much variation as possible. Test different CTAs, call out different features, include different keywords, have different header lengths, etc. Having unique titles and descriptions (instead of very similar ones) will drive higher results as Google can see which ones are more effective.

2. Experiment with different header lengths and types of descriptions.

As we discussed above, it’s important to experiment with different header lengths. You’ll want to include shorter versions of your titles for mobile devices, and longer versions for those on a desktop.

Additionally, you should experiment with different types of descriptions. These can include descriptions that have special offers, discount codes, savings, or product benefits and features.

3. Entice users with different offers in your descriptions.

Using offers and discounts is a great strategy for responsive search ads. You can test which special offers or discounts work the best by using several different ones in your descriptions. Depending on which performs better, Google will begin showing that description more than the other versions.

4. Have concise and straightforward CTAs.

The best responsive search ads have concise and straightforward CTAs. These should be short-form CTAs like “Save Now,” “Get Free Shipping Now,” or “Why Pay Full Price? Save 70% Today!”

Short and concise CTAs tend to perform better on PPC ads in general, so it’s important to continue using those types of CTAs for your responsive search ads.

5. Include keywords, product features, and benefits, where you can.

To drive results with responsive search ads, it’s important to include keywords in your headlines, and add product features or benefits to your descriptions. This will help you match several different queries, increase your reach, and ultimately drive more results from your responsive search ads.

6. Use existing content from high-performing ads.

You’ve most likely already done PPC advertising before this. Look for your high-performing ads, and use some of that existing content in your responsive search ads. This is the best practice for many types of PPC advertising, and it’s no different with responsive search ads.

Responsive search ads are becoming more popular and more important in the world of search engine advertising. Think about how you can implement these ads to drive results and improve your PPC strategy.

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How Can You Improve Your Blog’s Content with a Paraphrasing Tool?

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How Can You Improve Your Blog’s Content with a Paraphrasing Tool?


Paraphrasing tools are getting extremely popular, especially among bloggers. The reason is that these tools allow them to rewrite some of the old stuff with very high accuracy.

Uniqueness is the most important factor that determines the search engine ranking of your website. Most search engines determine the worth of your site by looking at the content that you post.

This is why you need to make sure the material you write in your blog contains zero plagiarism. For this purpose, you can use paraphrasing tools. These tools allow you to come up with unique ideas, words, and phrases that you incorporate into your blog to increase readability as well as reader engagement.

What is a Paraphrasing Tool?

A paraphrasing tool can be used to generate new text to explain existing ideas, concepts, or themes. These tools take minutes to convert your old text into an entirely new form having new phrases, words, and synonyms while keeping the original theme intact.

These tools improve the readability, grammar, and other key aspects of your text to make it coherent and consistent. These tools use AI technology to make your content unique and to improve the tone, style, and other features.

There are many reasons to use these tools and in this next section we will take a look at some of these

1. Complete Analysis of Your Content

Before rephrasing your content, these tools analyze it completely to determine a few key things. These include word count, readability, spelling and grammar mistakes, and the main theme and tone of the content.

This complete analysis allows these tools to generate highly accurate content that you can post on your blog without fearing plagiarism.

These tools are very accurate when analyzing your content and that allows you to trust these completely to perform paraphrasing for you.

2. Changing Content Tone

The tone of your content is what separates it from others and engages your audience. Paraphrasing tools can rewrite your material while giving it a pleasant and consistent tone.

These tools can make adjustments that make your content easy to read, understand, and digest. By working on the tone of your text, these tools make it SEO-friendly which leads to better search engine ranking.

3. Better Content Flow

When writing content for your SEO or blogs, you need to make it seem like it’s connected and flowing in a consistent manner. Writing about different stuff randomly makes it seem all over the place which leaves a bad impression on your readers.

Paraphrasing tools can help you improve the flow of information that you provide in your content. This makes it more concise and understandable.

Some Ways in Which Paraphrasing Tools Can Improve Your Blogs

Paraphrasing tools are really a blessing for bloggers and general content writers. These tools save time and offer very high accuracy.

Here are some of the main ways in which such tools can help you write plagiarism-free blogs

1. Replacing Words with Synonyms

The main reason these tools are effective is that they offer a number of synonyms for every word in the content. You can use these tools to replace single words, phrases, sentences, or even paragraphs.

The paraphrase online turns your entire text into something new which makes it free from plagiarism of every type.

2. Improve Spellings and Grammar

Paraphrasing tools improve the grammatical errors and inconsistencies in your original text. These tools highlight lines that need to be changed and you can use some other tool to eliminate these errors.

These tools also identify and remove spelling mistakes as well. The final content that you get from these tools is immaculate in every way. It is consistent with the main theme and each sentence flows from the last one.

3. Save Time and Energy

Paraphrasing without a tool can take so much of your time and energy. You need to consult various sources to learn new words and ideas to incorporate into your text which is very time-consuming.

Paraphrasing tools help you save a lot of time by rewriting more than 1000 words in a matter of a few minutes. Doing this yourself can take several hours which you can spend on something more important.

4. Cost-Effective

Hiring content writers to write unique content for your blog is quite expensive. You have to spend a lot if you hire someone else to rewrite content for you and there is still no guarantee that the contest will be plagiarism-free.

You can find several free paraphrasing tools online to do that for you. These tools require no registration or login which means you can just go online and convert the text instantly.

5. Creative Writing

Most paraphrasing tools can help you write creative content. These tools take your words and phrases as prompts and use AI to write creative material that you can post on your blog.

This is especially helpful for a writer suffering from writer’s block. These tools can inspire them to look at things from a different perspective. This improves their skill as a writer and enhances the quality of their content.

Final Thoughts:

So, these are some of the few ways in which paraphrasing tools can help you improve the content of your blogs. These tools can help you write better material that has zero grammatical errors and is more engaging.

Without these tools, you will only be wasting your time and money with little to get in return. Paraphrasing tools are being used both by academic and non-academic persons who often find it hard to rewrite stuff due to having limited vocabulary and a grasp of grammar.

Now you know what are some of the major benefits of using paraphrasing tools when writing content for your blogs. These tools can lead to better content for your blogs that is both search engine friendly and engaging.

We hope this stuff helps and we suggest you to use these tools for improving your skills as a blog writer.      



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The keys to digital marketing transformation

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The keys to digital marketing transformation


As digital marketers face a rapidly growing market and higher competition, the structure and effectiveness of paid advertising campaigns become more complex. Optimization, visibility and improving processes matter now more than ever.

But, it can be easy to lose visibility over what needs to be done and how those campaigns perform. This can lead to subpar results and a lack of understanding of how to improve your next campaigns. 

In this informative SMX Advanced session, Nadiia Sharipova from Wrike, now part of Citrix, addresses three keys to digital marketing transformation:

  1. Why optimization and visibility matter
  2. How to reduce your competition in key areas
  3. Critical processes that help improve CRO

Join the session to learn better visibility and workflow for your search engine initiatives, how companies like Hootsuite optimized their workflows to reduce complexity and the essential tools and strategies you need to do your best work. 

After watching the presentation, you’ll be able to:

  • Identify pitfalls negatively impacting your search campaigns 
  • Discover solutions for establishing better visibility over assets and results 
  • Streamline SEM/PPC campaign workflows and optimize collaboration

About The Author

Wrike, the world’s most versatile collaborative work management solution, has transformed the way marketing teams work together. Bringing everyone into a single digital workspace makes it easy to monitor progress, identify dependencies, and keep collaboration and projects on track. With Wrike, marketers can increase agility and velocity by automating workflows to achieve aggressive growth goals. Create and launch complex, integrated campaigns at scale across multiple channels and geographies knowing you’re maintaining visual brand consistency and quality. Improve external and internal customer experience no matter how complex your campaigns are or how many marketing channels you’re operating. Wrike accelerates creative production, increases on-time delivery, and makes maintaining brand consistency easier. 



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Turn Dry Data Into Rich, Relatable Stories With These Tips

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Turn Dry Data Into Rich, Relatable Stories With These Tips


One of the best things about being a content writer is that no matter the topic, we have a lot of insights at our fingertips. You can use it to provide perspective, validate ideas, give more context, etc.

Of course, all that data also is one of the worst things for a content writer. How do you dig out the story behind the numbers without getting buried under the mountains of facts and stats?

At Stacker, we shape our newswire stories around data and use it to drive all our storytelling. We’ve found the best-performing articles – regardless of topic – share similar strategic data-centered approaches. Here’s some of what we learned by creating data-driven content that engages audiences and earns links from other sites.

Go local and meet readers where they are

A story tailored to a region, state, or city feels instantly relatable and captures the attention of readers’ living in that geographic area. In fact, 71% of our publishing partners say their most-prioritized stories have local news angles.

Narrowing data-driven stories to a state or metro level may seem limiting. Content writers think the more hyper-focused a story, the smaller the reach. But presenting localized data doesn’t have to be an either-or choice.

#Content writers can use data to give stories both a hyper-local and national appeal, says @Stacker’s Elisa Huang via @CMIContent. Click To Tweet

CNBC didn’t make a choice in their story about how much the top 1% of U.S. households earn each year. It mentioned the broadest geographic figure – the national number ($597,815 a year on average). Then it detailed the average for each state, from West Virginia’s $350,000 to Connecticut’s $896,490.

CNBC gives its data-driven story national and hyper-local appeal.

One of our top-performing stories for a brand partner looked at the rural hospitals most at risk of closing. It broke down the status of rural hospitals over 43 states, then distilled local versions that would feel most meaningful for targeted audiences from California to New York.

Takeaway: Data at a state- or city-level can have local appeal while still connecting to a newsy national trend. It also opens up your content’s promotion potential to national and local news sites.

HANDPICKED RELATED CONTENT:

Host a hometown showdown by comparing data

People love comparing their corner of the world with others. A recent Redfin report found an unprecedented 8% of U.S. homes are now worth at least $1 million. The story didn’t just reveal the top five or 10 cities but ranked 99 so readers can see how million-dollar neighborhoods compare to other million-dollar neighborhoods.

In this snippet of the comparison content, six of the cities are in California – half of which have a 50% or greater share of homes worth at least $1 million in 2022. Other cities at the top of the list include Honolulu, Seattle, and New York City.

A snippet from Redfin’s story that ranks home price data by state.

When people can see their cities’ results juxtaposed with others, it puts the information into a more powerful context. Ranking stories, such as states with the lowest income taxes or the cities with the highest rent, often perform well.

Ranking stories – where readers can see how their locale compares to others – perform well, says @Stacker’s Elisa Huang via @CMIContent. Click To Tweet

Writing headlines with phrases like “highest-to-lowest,” “biggest increase,” and “lowest-priced” also signals to readers the underlying numbers-driven methodology used in the content. They not only reinforce the data-first approach, but they build confidence in the prospective reader that the content is powered by data, not opinion.

Takeaway: Use data-driven rankings to tap into readers’ curiosity by showing how their region compares with others in timely trends.

Let time tell the story by thinking past the latest data

Many content creators understandably focus on building a story around the latest numbers or study results to be relevant and trendy.

But pulling in a bit of history through older data sets can add a richer dimension to the storytelling. Not only does historic information add more context to the latest data or breaking news, but it helps the piece become more evergreen. Long after a news headline fades, readers may be still interested in the richly layered content.

Historical data can lead to a more relevant story today, says @Stacker’s Elisa Huang via @CMIContent. #ContentMarketing Click To Tweet

We did this with a story about how commuting in America changed over the past 50 years.

Stacker used historical data to highlight how the American commute has changed over time.

Without adding historical data, it would have been impossible to highlight that the average length of work commutes has increased 10% since 2006. This contextualization offers a perspective that wouldn’t be possible by only detailing the current average commute time.

Self, a credit-building app, mapped poverty levels state by state using data from the U.S. Census Bureau. Instead of just mapping the country with the latest poverty rates for each state, the story also charted the rates over time. With this valuable context, readers could see how states’ poverty rates rose and sank after natural disasters, financial booms and busts, and ultimately COVID-19, giving a more thoughtful story that identified contributors to those poverty rate changes.

Georgetown University’s Center on Education and the Workforce tackled the value of higher education with another data-centered approach: It looked at the salaries of college graduates in 10-year increments since their enrollment. The findings, picked up by Yahoo! Finance and others, assessed how many decades it took for a student to earn a return on investment on the cost of their college.

Takeaway: Using data over time can add richer context to what numbers mean today – and make the content feel more evergreen.

Liven up humdrum stories with different data filters

Data-driven stories emphasize relatability – they can connect better with your audience and often present a new angle that stands out from your same old story approaches. You can find local angles, make a comparison, and use historical data to provide unique context.

Unsure what data to start with? Poke around government sites like the U.S. Bureau of Labor Statistics and the Department of Education. They can be great places to dig into and see how national-level data looks when filtered across industries, career fields, household incomes, metropolitan areas, and more. By adding focused data to your content, you can tell stories that feel more personalized – and meaningful – to your readers.

Want more content marketing tips, insights, and examples? Subscribe to workday or weekly emails from CMI.

Cover image by Joseph Kalinowski/Content Marketing Institute





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