BlogGoogleGoogle AdsGoogle AI-powered Search Ads assets get new changes

Google AI-powered Search Ads assets get new changes

Google search ads new asset updates
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Recently, Google Ads made some updates to the way ads work with AI-powered Search Ads assets. These updates include new capabilities for RSA assets, such as the option to display a single headline, and the ability to associate headlines and descriptions at the campaign level. In addition, Google made some changes to the way that account-level automated assets can be implemented. We will explain what these updates mean and what you need to do.

What are the new AI-powered Search Ad asset updates?

Responsive Search Ads can now appear in the search engine results page with one headline

RSAs can now show only one headline when it is predicted to boost performance, instead of the usual two or three headlines. Headlines can also appear at the beginning of description lines, which was observed by some advertisers last year. However, assets pinned to specific positions will maintain their assigned spots. You can check the combinations report to see how often one headline or a headline at the start of description lines is displayed.

You can now add more headlines and description lines to your RSA's at the campaign level

You can now add up to three headlines and two descriptions at the campaign level, and pin them to specific positions if you want. These assets will be eligible to appear in every RSA within the campaign, which can save you time and ensure consistency across your ads. You can also schedule start and end dates for these assets if you want to use them for time-sensitive promotions like sales or events.

Account level automated assets can now appear against your manual assets

The ability to implement account-level automated assets. You can opt in to account-level automated assets to leverage Google AI to create assets like dynamic images, dynamic sitelinks, dynamic callouts, and dynamic structured snippets. These assets will replace manually created assets of the same type when they are predicted to enhance performance. This is a shift from the previous approach where manually created assets always took precedence over their automated counterparts.

What do these updates to AI-powered Search Ad assets mean?

Another step in the journey for AI in Google Ads

All the above is yet another step for AI-powered campaigns. This is a particularly big one for Search campaigns. Could it all indicate more changes to come? I think so.  

Did you even think it was possible for Google to take more control over your RSAs?!

When RSAs first came out, advertisers were frustrated with the lack of control and transparency in reporting/decision making by Google. This change to play even further with how your assets are served could be frustrating for some. Some solace can be taken by the fact that pinned assets still largely work as they do today, but there is no forgetting the detriment that this can have on Ad Strength and potentially Ad Relevance. 

Advertisers might get stuck between a rock and a hard place in choosing what to do next

Sure, you can pin your assets to force more than 1 headline and opt out of automated assets, but you will get penalised for it with higher CPCs and lower Ad Stength/Ad Relevance. Your Ad Strength will decrease for a couple of reasons;

  • Automatically created assets are a factor in your ad strength. Whilst we know there is no direct link with Ad Relevance (see above), Ad Strength can be a good indicator of how relevant your assets are to your keywords. 
  • Pinning too many assets can have a negative impact on your ad strength. If you need to have at least 2 headlines appearing at all times, the only way you can do this is by pinning your assets accordingly. Again, you will be penalised for doing so.

So it’s fair to say that some advertisers will be stuck about what to do next.  

Campaign level assets are in addition to your RSAs

It’s important to note that your campaign level assets are in addition to your existing RSAs limits. So for example, if you have 15 headlines and 4 description lines at ad group level for a single RSA, and you add up to an additional 3 headlines and 2 description lines. It means you can technically have 18 headlines and 6 description lines eligible for that RSA. That’s great leverage over a competitor if you find yourself running out of space. 

What do you need to do with these updates to AI-powered Search Ads assets?

Make sure you are clear on whether you opt-in or opt-out of account level automated assets

It might be worth going through your accounts and checking the settings that you have applied, particularly if you have created an account in the past 6 months. What was once opted-out default has now become opt-in unless specified. 

Experiment, it could be worth it

With anything, in order to get ahead you have to test. Why not put together a robust testing framework and see if it works for you!

Monitor your data

As always, have eyes all over the detail in your accounts. Google Ads is making it harder in the front-end to get the data you need, and this is intentional. You’ll need to develop new skills in being able to understand the Google Ads API to dissect the data you need at scale. A quicker way is to look at off the shelf technology such as GOA to surface insights like the below. 

With the latest updates from Google’s AI-powered Search Ad assets, you can now enjoy more capabilities for managing and creating RSA assets, such as displaying a single headline, associating headlines and descriptions at the campaign level, and implementing account-level automated assets. These updates can help you save time, increase relevance, and improve performance. 

Of course, they don’t come without their frustrations or dangers. However, it should not come as a surprise to any of you that Google is making these kind of changes. If it was, then you are faaaaar behind the curve. The key is to understand it through experimenting, and then form a decision on whether it works for you or not. 

So go on, why are you still reading this? Go check your accounts and plan your next test!

Dan Roberts
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