Running a solo ad might not quite help you gather enough data to analyze your campaign performance. Multiple ad copies helps in understanding how your campaign can be improved for performance.
To create a successful campaign, Google suggests running at least 3 quality ads per group. Ideally a search campaign must include a combination of 2 Expanded Text Ads and 1 Responsive Search Ad, if they perform well.
So, managing multiple ads is a good practice as it helps you to understand which of your ads interact better with your target audiences.
Note: If you are wondering why RSA should be made part of your search campaign, then Google Ads says that it helps
Increase ad group performance by attracting more clicks and conversions that your existing text ads aren’t capturing because responsive search ads help you compete in more auctions.
In the meanwhile, there are other benefits that make multiple ad copies an approach to follow:
1. More Qualified Clicks: To drive more qualified clicks from your campaign, it is important to have ad copies that meet the user expectation. When you create multiple ads in an ad group, it helps to serve a range of audience and helps determine which message works for you and why.
2. Test Ad Copies: You can never be sure which ad is working for you until you test them against each other. Having multiple ads in an ad group helps to test them and collect ample data to see what is working best for your audiences. This study can further help you to optimize your performance.
3. Use Different Ad Types: While creating a campaign in Google Ads, apart from creating a text ad, you can create video ads, image ads ,calls-only ads, dynamic search ads, etc. To have more visibility and impact conversions. You can consider having different variations for ad type.
4. Controlling Ads From Getting Repeated : Ad rotation is the feature where Google shows your ads on search and display networks both. You can use this feature to specify how often you would like the ads in your ad group to be shown. This also terminates the possibility of showing the same ads to targeted audiences.
5. Pause Poor Performing Ads : The key to knowing which ads are performing well is by testing them. Once you accumulate the data of performing and non-performing ads, pause the non-performing ones, analyze the cause and switch them with a new set of ads and observe the performance. (we have a handy script to help you with that). This exercise will further help you to optimize your campaign budget and helps you focus on the ads which are performing well.
6. Helps Match Better To Search Terms : Google picks up those ads that are most relevant to the user search query. With multiple ad copies you will have different ad messaging, increasing the chance of your ads matching with the search terms.