Google released substantial updates to asset management and creation for Responsive Search Ads (RSA), including:
The ability to display a single title. Associate up to three titles and two descriptions at the campaign level. Implement automated assets at the account level.
Google uses AI technology to predict which of the above features could improve your campaign’s performance, determining the most appropriate approach for your ad.
Why we care Leveraging Google AI to predict campaign strategies has the potential to improve engagement and increase performance. However, this means handing over more control to Google. It’s also important to recognize that AI, while powerful, is not always 100% accurate, leaving room for potential error when predicting campaign performance.
Title update. Responsive search ads now have the ability to show a single headline when it’s predicted to improve performance, and headlines can also appear at the beginning of description lines, a feature implemented after testing seen by advertisers last year .
However, assets pinned to specific positions will retain their assigned positions. To evaluate the frequency of a title or title at the beginning of the description lines, you can check combination report.
Campaign level update. Advertisers can now associate up to three titles and two descriptions at the campaign level, with the flexibility to pin them to specific positions.
Additionally, for timed promotions such as sales, advertisers have the option to schedule start and end dates for these assets. Once titles and descriptions have been added, they can be shown on all responsive search ads in the campaign.
Automated assets at the account level. You can now enable automated assets at the account level to leverage Google AI to create assets like:
Dynamic images. Dynamic sitelinks. Dynamic highlighted texts. Dynamic structured snippers.
Google AI-generated resources will now replace manually created resources of the same type when they are expected to improve performance. This marks a change from the previous approach where manually created assets always took precedence over their automated counterparts.
What Google says. A Google spokesperson said in a statement:
“RSAs have always been designed to help advertisers deliver the best possible ad to the right person at the right time and these updates will help increase the effectiveness of RSAs.” “These types of changes will be reflected in an advertiser’s match report and the pinning mechanism will continue to be available.”
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deep dive Read Google’s guidelines about search ads best practices for more information.
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