We’re finally at a point where we set up one ad with multiple headlines and a couple descriptions, and now Google will begin testing combinations dynamically to served the combination deemed most likely to achieve the advertiser’s stated goal.
Currently in beta, Google’s new responsive search ads aren’t available to all advertisers yet.
These ads are part of the continuum to let machine learning models do the work of ad creative optimization. At first, there there was dynamic search ads and automated ad suggestions (formerly known as Ads Added by Google), which was the company’s efforts to get advertisers to give up manual A/B testing and add at least three ads per ad group. In the end, this is the same idea, but just more automated.