Discover how Google’s latest feature, automatically created assets, eliminates copywriting challenges for advertisers. This article provides valuable insights on the best practices and optimal usage of this powerful tool.
Highlights
- Google’s “automatically created assets for responsive search ads” combat creative fatigue and enhance ad performance, providing advertisers with a powerful solution for optimizing their campaigns.
- By utilizing content from landing pages, existing ad copy, and keywords, these assets generate customized headlines and descriptions, ensuring relevance and effectiveness for each ad.
- Initial data reveals a 2% conversion boost while maintaining a comparable cost per conversion, validating the effectiveness of this feature.
Creating compelling ad assets that resonate with audiences can be a daunting challenge for many marketers, especially with the transition to Responsive Search Ads. The risk of redundant headlines leading to underperforming ads is a common concern. To address this issue, Google has introduced a beta feature known as “automatically created assets for responsive search ads.”
This innovative solution aims to combat creative fatigue by generating relevant and engaging ad content automatically. By leveraging landing page content, existing ad copy, and keywords, this feature generates unique headlines and descriptions tailored to each ad. Marketers can benefit from this automated approach to maintain ad performance and overcome the hurdles of content creation in their advertising campaigns.
How Automatically Created Assets Work
Automatically created assets are an opt-in setting at the campaign level in Search campaigns, providing enhanced control and customization options.
You have the flexibility to enable or disable the setting at the campaign level, as shown in the screenshot below.
You can also activate automatically created assets within the Recommendations tab, where you will find illustrations of search ads utilizing automation as examples.
After enabling the setting, the feature will commence generating pertinent headlines and descriptions for each ad within the designated campaign. It sources content from the following places for recommendations:
- Landing page(s) and domain
- Existing ad copy
- Existing keywords
The objective is to produce high-performing copy combinations for advertisers in a scalable manner.
Optimizing Creative Assets
Google combines both manually created assets and automated assets, automating the process of asset optimization for marketers.
Following performance metrics, highly effective automatically created assets will remain in an ad, while any asset that receives a “Low” performance rating will be automatically removed.
Advertisers also have the flexibility to manually remove assets if desired.
Additionally, as content inputs such as keywords or landing pages change, automated assets will be generated to reflect the updated content.
Early Data On Adoption & Reporting
According to Google, accounts that have implemented this feature have experienced an average conversion increase of 2% with a comparable cost per conversion.
Reporting for automatically created assets is displayed alongside any existing manually provided assets in a responsive search ad.
Determining the Benefit vs. Cost
While this feature can be beneficial for many marketers, it may not be suitable for certain situations. Industries with stringent regulations or companies requiring legal approval for ad copy may not be ready to adopt this setting yet.
For advertisers who prefer more control over their brand tone or voice, testing the feature is recommended to assess the consistency of automated asset-generated copy.
Every account and campaign will have varying levels of comfort with this feature, so it’s important to test according to specific business objectives and goals.
The automated asset feature can provide convenience, but it’s crucial to keep track of which campaign(s) have enabled this setting and include copy review as part of the weekly account management checklist.
Summary
The new automatically created asset feature in Google Ads offers significant benefits for marketers. By automating the copywriting process, it saves account managers valuable time, allowing them to focus on strategic management and accelerating success.
It’s important to remember that the effectiveness of automated asset outputs relies on the quality of inputs. Before enabling this setting, it is crucial to ensure that thorough effort has been put into creating high-quality landing pages and establishing a well-structured campaign and keyword framework.
While leveraging automation tools for scalable growth, it is essential to perform manual due diligence to maximize the potential of these features.
