Responsive Search Ads

Use ResponsiveSearchAd to promote products on the Google Network. This ad type will compete in auctions with ExpandedTextAd. The main features of responsive search ads are that they allow you to:

  1. Set three or more headlines and two or more descriptions that will automatically rotate into the ad to determine which work best.
  2. Pin any headlines and descriptions you want so that they always appear in the ad.
  3. Collect performance statistics on different combinations of headlines and descriptions so you can see which ones are working and which ones aren't. The system will automatically favor headline and description combinations which work well together.
  4. Display customized URLs (as in expanded text ads). Specify path1 and path2, which will be appended to the end of your landing page domain to determine the displayed URL.

Format

Responsive search ads are displayed with three headlines and two descriptions at serve time, plus a customizable URL based on the landing page domain and how you've set up the path1 and path2 fields on your ad.

Here's an example of what an ad like this might look like, based on the example shown later in the guide:

Headlines and descriptions are wrapped in a new type of entity called an Asset. Each field is represented by an AssetLink array, which contain the Asset and some other information about how and when the headlines and descriptions can be used. There is no need to create assets in advance, as sending a new asset as part of the mutate call to create a responsive search ad automatically creates the appropriate Asset as well.

You can only use TextAsset for responsive search ads. These text assets are deduplicated behind the scenes, so using the same string in two different ads will result in those two ads sharing that asset. Assets are reviewed individually for policy violations and performance, which allows greater flexibility if only some of the assets are disapproved or underperforming.

Responsive search ads also support the new concept of pinning. If you want finer control than simply allowing the system to mix and match headlines and descriptions, you can pin headlines and descriptions to specific positions. For example, if you want a specific headline to always show first, you can set that AssetLink to have a pinnedField of HEADLINE_1. Then, whenever that ad is served, that specific text will be in the first headline position and the other fields will be drawn from the pool of remaining assets. If more than one asset is pinned to a specific position, then that position will rotate text between all assets that are pinned to that position.

Example

Each client library comes with examples that show how to create and get a responsive search ad. As with other ads, ad creation is accomplished using the AdGroupAdService.mutate() method. A ResponsiveSearchAd requires at least three headlines, at least two descriptions, and at least one final URL.

To retrieve the responsive search ads you've created, call AdGroupAdService.get() with a predicate filtering on AdType RESPONSIVE_SEARCH_AD.

Reporting

The AdType in reports for responsive search ads is RESPONSIVE_SEARCH_AD. The following fields in the Ad Performance report are specifically for responsive search ads:

  • ResponsiveSearchAdHeadlines
  • ResponsiveSearchAdDescriptions
  • ResponsiveSearchAdPath1
  • ResponsiveSearchAdPath2

The ResponsiveSearchAdHeadlines and ResponsiveSearchAdDescription fields each return a JSON object that can be parsed to determine the pinning, text, and performance all in a single field.

For example, the ResponsiveSearchAdHeadlines field for the responsive search ad created by the example above would look like this:

[
  {
    "assetText":"Cruise to Mars #1234",
    "assetId":1234,
    "pinnedField":"HEADLINE_1",
    "assetPerformanceLabel":"PENDING",
    "assetApprovalStatus":"UNDER_REVIEW"
  },
  {
    "assetText":"Best Space Cruise Line",
    "assetId":5678,
    "assetPerformanceLabel":"PENDING",
    "assetApprovalStatus":"UNDER_REVIEW"
  },
  {
    "assetText":"Experience the Stars",
    "assetId":9010,
    "assetPerformanceLabel":"PENDING",
    "assetApprovalStatus":"UNDER_REVIEW"
  }
]

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