With Blueprints, you can launch the following Search ad formats:
Responsive Search Ads (RSAs): A search ad format where advertisers can enter multiple headlines and descriptions. Google automatically tests different combinations to find the best performing variations.
Call-Only Ads: A search ad format designed for mobile devices that encourages users to call a business directly, instead of clicking through to a website.
Creating a Search creative
In the ad group menu, click to open the Creatives dropdown—you may need to scroll down.
Click + New Creative and select Responsive Search Ad or Call Only Ad.
Enter a creative Name and Status.
(Optional) Toggle on Show Advanced Fields to add preferred paths, valid when statements, and/or data filters, as necessary.
Configure your Creative Assets (see below).
Search creative assets
Enter headlines and descriptions in the position where you want them to appear (Headline 1, Description 2, etc.). Note: Google requires a minimum of three headlines and two descriptions total to generate an ad.
Use account tags and Blueprint tags to dynamically insert multiple headlines and descriptions to rotate through.
(Optional) Path 1 and Path 2: Construct the display URL.
(Optional) Custom Attributes: Define the attribute pattern for naming overrides.
Click Save Changes.
Examples:
Account Tags: [account.name] in [account.city] in Headline 1
Blueprint Tags: ->[Special D1] in Description 1
In addition to headlines and descriptions, Call Only Ads allow for the following fields:
Phone Number
Call Tracked: Analyzes call ad effectiveness with call details (start and end time, duration, etc.). Select True to enable.
Disable Call Conversion: Measures conversion actions for calls (e.g., calls from ads, calls to a phone number on your website, etc.). Select False to enable.
Pinned headlines and descriptions
Pinning forces a headline or description to show in a designated position (e.g., Headline 1, Description 1). Headline and description positions are pinned by default in our platform.
Example: Let's say that the tag [Special H2] contains three headline variations. If you input [Special H2] in the Headline 2 field, those headline variations will rotate in the different ads generated. These headlines will always appear in the H2 position and will not appear in any other position.
Note: If content is entered into Headline 3 and Description 2, Google may not show them in every ad. If you have content that must appear, input it into Headline 1, Headline 2, or Description 1.
Unpinned headlines and descriptions
If you want headlines or descriptions to appear in any position, enter them into the Unpinned (Floating) fields.
Force pinning
If you have only one text variation, it becomes unpinned and may appear in different positions. To make sure it stays in your designated position, force-pin it by adding a dash followed by a right arrow (->) in front of the headline, description, or tag.
Note: If you use force pinning, Google may still rotate other headlines and descriptions into that position. However, the force-pinned content will not appear in another position.