Responsive Search Ads Roll Out + Image Extensions

If you’re a regular user of Google’s advertising platform, you’d be familiar with extended text ads (ETA) – Google’s longstanding premier text-based advertising format. 

Depending on how much you use the platform, you may already have a handle on responsive text ads (RSA)  – ETA’s machine learning enabled successor.

An early version of RSA was trialled back in 2018, however it wasn’t until the beginning of 2021 that Google announced that RSA would be the primary format for text ads going forward. 

 

What Do You Need To Know

RSA and ETA have coexisted for the past year, although the writing has been on the wall for ETA. 

Google has been fine-tuning the machine-learning capabilities of their advertising algorithm and will be phasing out ETA in order to utilise RSA that can be rearranged and served in different formats to best appeal to a wider range of users. 

Why Now?

Google explained the reasoning for the transition to RSA in an August 2021 statement, “The ways people search are constantly changing. In fact, 15% of search queries every day are new searches that we’ve never seen before. As consumer trends shift and evolve, it’s more important than ever to make it easier for people to connect with your business through relevant and helpful ads.”

“Automation is key to keeping pace with these trends. Responsive search ads are a great example of how this is done – they combine your creativity with the power of machine learning to help you show more relevant ads to more people. This is a powerful combination: advertisers that switch from expanded text ads to responsive search ads, using the same assets, see an average of 7% more conversions at a similar cost per conversion.”

 

So What’s A Responsive Search Ad?

RSA uses Google’s machine learning to pull from a selection of headlines and descriptions to create an ad that best appeals to a particular search. 

So, in order to create an RSA ad group, you’ll need to submit 3-15 headlines (30-character limit), 2-4 descriptions (90-character limit) plus a URL leading to a landing page. 

While you can submit up to 15 headlines, only three will be used to serve an ad. Submitting more potential headlines gives Google greater freedom to customise your ad to different users. 

You don’t know which headlines will be selected and which order they’ll appear in, so if it’s imperative for particular information to be included in your ad’s headlines, you can limit the number of headlines so you know that the important info will be included. Or, you can still submit more options and ‘pin’ the headlines containing essential info to appear in certain positions in the ad.

From Google’s PSA, “Pin headlines or descriptions to specific positions in your responsive search ads. This is useful if you have certain messages that always need to be shown. If you need to use pinning, try to pin at least 2-3 options to a position.”

Same deal with descriptions – you can submit up to four, however only two will be used to serve an ad. This means you can increase Google’s power to customise to different searches by submitting more options, and pin certain options if necessary.

 

Creating Responsive Search Ads

In order to set up an RSA, you’ll need to submit:

You’ll need to build out your ad groups then click the ‘Ads & Extensions’ button in GA4, select ‘Responsive Search Ads’ and then input your chosen headlines, descriptions and the URL to your landing page. 

 

Automated Relevance

Google has managed to stay at the forefront of digital advertising through ruthless maintenance of relevance. 

RSA are designed to automate the personalisation process – retaining relevance for more and more different searches – thus, automated relevancy. 

Google promotes the idea of automated relevancy as the future of digital marketing, and RSA square up nicely with this thinking. 

 

In Other News, Image Extensions…

In keeping abreast of other Google advertising developments, you might have come across image extensions. 

According to Google, “Image extensions allow advertisers to upload rich, relevant visuals to complement their existing text ads. Image extensions can help drive performance for advertisers, with compelling visuals of products or services that enhance the message of their text ads.”

In order to use image extensions, you’ll need a Google Ads account that’s been active for more than 90 days with active campaigns, running active search campaigns so that there are active text ads.

When your ad is served on the Google search page, customers will now see your headlines and descriptions, landing page URL plus your image.

 

Image Requirements

You can upload up to 20 images that are relevant to your keywords. You should upload images with both square (1×1) and landscape (1.91×1) aspect ratios. Square images are essential, but uploading landscape images also is recommended. 

File formats can be JPG, PNG and static GIF. Maximum file size is 5120KB. Images need to follow a set of creative guidelines which can he viewed HERE.

Let’s Get Started

ClickedOn are always here to help if you have any questions around digital marketing.


Call us on (02) 8386 7500


Email us at info@clickedon.co


Fill in our client questionnaire to see how we can assist you achieve your business goals.

Google Discovery Ads 101

Discovery ads were introduced by Google in 2019 and in 2020 were made available to all advertisers globally.

The idea behind their introduction being a fresh way for consumers to discover and engage with new brands as they scroll through content across various interfaces.

For advertisers, Discovery ads represent an opportunity to run a single, user-friendly campaign that can reach broad new audiences across multiple Google feeds.

According to Jerry Dischler, Google’s Vice President/ General Manager, Ads, “For the first time, you can reach up to 2.9 billion people as they explore their interests and look for inspiration across multiple Google surfaces.”

“86 percent of online consumers say they’re on the lookout for shopping ideas as they watch videos or explore content across the web. With Discovery ads, you can rely on Google’s understanding of consumers’ intent across our properties to engage these audiences as they scroll through their favourite Google feeds—no search query needed.”

 

What Are Discovery Ads (And Where Are They Shown)?

Discovery ads are personalised ads that are shown to consumers on the YouTube app, the Google search app and the Gmail app. They’re meant to reach consumers in the moments when they’re most ready to discover new products and services.

Google uses customer intent signals to determine when they’re most likely to engage with a brand and serves Discovery ads in their feeds in these instances.

YouTube: Discovery ads are shown in the Home and Watch Next feeds in YouTube

Google: Discovery ads are shown in the Google Search app feeds of hundreds of millions of users.

Gmail: Discovery ads are served to Gmail users as they scan the Promotions and Social tabs in their Gmail inbox.

 

How Are They Different?

Discovery ads differ from other types of Google ads in several ways. They incorporate high-quality images, so from a consumer’s perspective they’re more visually-orientated in nature.

For advertisers, the biggest differentiating factor between other types of Google ads is that Google’s uses their AI knowledge of users to control headlines, images and messaging in order to determine which combinations convert best.

 

Benefits To Advertisers

Discovery ads work well for retargeting, as the same users that Google determines are the right fit for your brand are served ads across multiple feeds. This leads to users becoming more familiar with your brand’s products and/or services and allows brands to build trust faster.

Creating a Discovery campaign allows you to serve consumers visually rich ads natively across various Google platforms at scale. Discovery campaigns can allow you to unlock a new level of consistency in your advertising, as Google’s powerful user knowledge and rich streams of data ensure that your ads align with the right users more than ever.

 

What Do You Need To Set Up A Campaign?

When setting up a Discovery campaign, you’ll need to upload the following creative assets:

Headlines: Three to five headlines up to 40 characters long.

Descriptions: One to five descriptions up to 90 characters long.

CTA, Final URL, Business Name: One of each.

Images: At least one landscape image, one square image and a square logo, each up to 5MB.

Let’s Get Started

ClickedOn are always here to help if you have any questions around digital marketing.

Call us on (02) 8386 7500

Email us at info@clickedon.co

Fill in our client questionnaire to see how we can assist you achieve your business goals.

Create A Killer Email Marketing Strategy For 2022

It’s 2022 and email marketing strategy remains one of the best ways for a company to stay in touch with an audience, customers and clients. It’s tried and tested, and it still works.

While email marketing has been around for a long time, the medium has evolved. And so has the ways it’s used by individuals, companies, brands and marketers.

For a brand to truly connect with the individuals that make up their mailing list, it’s absolutely necessary to stay well abreast of current email marketing trends.

The sort of email marketing that was the norm even a few years ago wouldn’t get a look-in these days. Individuals have wised up, and so have their inboxes. Send a marketing mail that comes across too ‘spammy’ and it’ll likely get filtered out into your recipients’ junk mail or promotions folders.

Fine-tuning your mailing list parameters, connecting better with audiences, offering more of what they want and personalising your marketing emails are all important factors when it comes to making the most of this channel.

 

Make A Plan




It sounds simple, but it’s the cornerstone of an effective email marketing strategy. Rather than sending out marketing eDMs haphazardly, formulate a clear set of goals that you’re looking to achieve by communicating with your customers/ audience through this channel.

Goals should be Specific, Measurable, Achievable, Realistic and Timely (S.M.A.R.T). Setting and monitoring a clear structure of goals will allow you to more effectively monitor the outcomes of your plan.

Your plan should include getting to understand and know your audience better and tailoring the tone and style of your content to suit accordingly.

Think about what your audience gets to of receiving your emails – hint, it’s interesting information, rather than constant sales pitches.

It’s fine to let your readers know about new products, but writing style and tone count for a lot. If your eDMs come across as a hard sell, you risk losing the trust and interest of your readers.

 

Make A Schedule




Making and sticking to a schedule consistently is one of the most important aspects of your email marketing plan. Tracking the frequency of your mailing schedule means you can ensure you’re not contacting your mailing list too frequently – which can become annoying and result in unsubscribes.

Be sure to make use of the engagement reports in the email marketing tool you use in order to monitor the open rate, click through rate and number of unsubscribes after each mail out. Track this important information and use it to adjust your schedule if necessary.

 

Layout & Design




Emails that are visually appealing, uncluttered with a clear and concise message do better. Keep your primary message short, clear and right at the top – marketing emails are no place to bury the lede.

You might choose to use a template upon which to build all of your marketing emails. This way you can incorporate familiar fonts, logos and images that help with branding and will look familiar to your readers. This look and feel can carry across to some of the other content you share on social media.

You can mix up the fonts and layout a little, but it helps to have a recognisable ‘look’ to your emails. When adding images to your emails, refer to the guidelines set out in your email marketing tool of choice with regard to image size, in order to ensure your emails will render correctly and be easy to read.


Get Personal



Personalisation of emails has been a big trend over the past couple of years and this will only continue through 2022.

As a starting point, you want to be addressing recipients by name. This could be at the top of the email, or perhaps within the subject line. Your email marketing tool of choice should have a few options for adding in the first names of recipients from your audience lists.

Another option to help open up communication is to include a reply-to address that allows recipients to respond to your marketing emails with any queries. This can be a good way to foster real communication, although a little time intensive in some instances.

Rather than signing off your marketing email with just your brand or company name, consider creating a more personal signature with a contact from your company that recipients can reply to directly.

 

Evaluate Performance




Monitoring engagement reports after sending your marketing emails is the only real way to see what works and what doesn’t and learn how to improve performance.

The metrics to track are open rate and click through rate – you’ll also want to track whether or not members of your audience are unsubscribing after receiving particular emails.

Open rate will vary depending on the size of your audience and how engaged they are. Anywhere from 10%-30% is within the normal range.

A catchy, well-written subject line is one of the most effective ways of boosting your open rate. If you’re offering a sale or special deal, try to fit that into your subject line.

Click through rate refers to the number of recipients that click through to links within your marketing emails. These numbers are generally smaller, but can offer very good insight into the sort of content that your audience is most interested in.

 

Timing Counts




As with everything in marketing, the truth is in the data. Depending on your particular audience, there will be a most effective time to send our your marketing emails.

In most instances, the most effective times to send out emails are midweek mornings, with Tuesday and Thursday mornings proving to be the best times to send to get in increased open rate.

If most of your audience are professionals on traditional work schedules, aim to send out your emails around 9-10am.

Different times will work better for different types of audience, particularly if your readers are spread across different time zones. Experiment with different timing and of course refer to past performance in order to boost your open rates, click throughs and engagement over time.

Let’s Get Started

ClickedOn are always here to help if you have any questions around digital marketing.


Call us on (02) 8386 7500


Email us at info@clickedon.co


Fill in our client questionnaire to see how we can assist you achieve your business goals.

Going Global On A Shoe String Using WorldFirst’s World Account

From humble beginnings by Manly Beach, digital marketing agency, ClickedOn, has used its World Account to expand across Europe, Asia, and the Pacific.

 

From a corner office nestled next to Sydney’s iconic Manly beach, digital strategist, Chris Minehan, and his staff are taking their business global with the help of a WorldFirst World Account.

It’s hard not to be envious of Minehan and the staff at ClickedOn: flexible hours, beach side strolls, the obligatory after work surf – the office even has its own ‘employee experience manager’ a cheeky little cavoodle named Alfie.

Workplace perks aside, ClickedOn, is proof you can grow your business internationally from anywhere using WorldFirst’s World Account.

With clients in Germany, Singapore, New Zealand, Fiji, and the UK, ClickedOn, has been able to use their World Account to compete against much larger firms while saving on currency transfer fees.

“The savings you get using WorldFirst for currency transfers are great”, says Minehan, “but they’re almost secondary to the credibility the business gets from having a local bank account in a foreign market.”

ClickedOn started using the World Account after opening an office in Germany, the decision to use the account came after struggling to accept payments from their German clients.

“It was difficult for the clients and us,” says Minehan. “Before the World Account both ClickedOn and our clients were spending a lot of a time just trying to get invoices paid.”

With a World Account, ClickedOn’s clients are now able to pay invoices into a local bank account using their own currency.

“If we didn’t have a World Account we definitely wouldn’t have won some clients who were umming and ahing about using a foreign digital marketing agency,” says Minehan.

ClickedOn now generates over 40 per cent of its revenue from foreign clients and the business is getting daily enquiries from overseas.

“The World Account has helped make us a global company and reduced the barriers you typically hit when operating in a foreign market.”

WorldFirst’s World Account is a multi-currency account for businesses and online sellers. The account allows your business to collect, convert, and make international payments.

The World Account is free to open, has no monthly account fees, and no annual transfer limits. The World Account is the perfect solution for any business that needs to accept payments in foreign currencies.

To find out how to open a WorldFirst World Account just follow this link.

Let’s Get Started

ClickedOn are always here to help if you have any questions around digital marketing.


Call us on (02) 8386 7500


Email us at info@clickedon.co


Fill in our client questionnaire to see how we can assist you achieve your business goals.