In a Google Blog post dated 10 July, VP/Product Management Jerry Dischler announced the introduction of Responsive Search Ads.

How this works:

• Advertisers provide up to 15 headlines and 4 description lines.
• Google uses machine learning to test all combinations of those and learns which should perform best for any given combination of search query, device and user's past browsing behavior.

Advantages for the advertiser:

• Testing of multiple creatives is expected to produce up to 15% more clicks.
• Eliminates the need for A/B ad testing - Google tests all combinations autonomously.
• Can specify width for better mobile performance.

Yet another interesting product from Google - one that looks like it has good potential for advertisers. But never lose sight of the fact that Google's Prime Directive is to maximize revenue from clicks on your ads. So watch what you're paying for conversions.