Many marketers find the task of creating relevant and engaging ad assets daunting.
Especially with the move to responsive search ads, it’s easy for headlines to become redundant, with the risk of poor performance.
Google recently introduced a beta feature called “auto-created assets for responsive search ads” to combat creative fatigue.
How auto-created assets work
For starters, auto-created resources are a setting enabled at the campaign level in search campaigns.
The setting can be turned on or off at the individual campaign level, as shown in the screenshot below.
Image credit: Screenshot taken by the author, May 2023
Auto-generated resources can also be enabled in the Recommendations tab, where examples of automated search ads are displayed.
Once the setting is enabled, the feature will begin creating relevant titles and descriptions for each ad content in that particular campaign.
The feature uses content from these sites to make recommendations:
Landing pages and domain
Copy of existing ad
Existing keywords
The goal? Create top-performing copy combinations at scale for advertisers.
Optimization of creative assets
Since Google will use the two assets that sellers have already created along with the automated assets, asset optimization is also automated.
Auto-created resources with the best performance will remain in an ad, while any resource reporting a “Low” performance score will be automatically removed.
Advertisers can also choose to remove resources manually.
Also, as content inputs change, such as keywords or landing pages, automated resources will be created to reflect this change in content.
Early data on adoption and reporting
According to Google, accounts that have adopted this feature have seen an average increase of 2% in conversions at a similar cost per conversion.
Auto-created resource reports are displayed alongside any existing provided resources in a responsive search ad.
Image credit: Google Ads YouTube channel, May 2023
Determination of benefit versus cost
While many sellers can benefit from this feature, there are cases where this setting may not be appropriate (yet).
This feature may not be ready for highly regulated industries or companies that need legal approval for ad copy before launch.
It may be worth testing the feature to identify whether resource-generated automated copy remains consistent for advertisers who like to maintain more control or stick to a specific brand tone or voice.
Each account and campaign will have a different comfort level with this feature, so test accordingly for specific business goals and objectives.
The automated asset feature can be an easy “set it and forget it” quality for many. It’s important to note which campaigns have this setting enabled and make copy review part of a weekly account management checklist.
Summary
The newly created auto-assets feature in Google Ads can be effective for many marketers. It can save account managers time on tedious copywriting, freeing up more time to strategically manage results and scale success faster and faster.
As a general rule, automated asset outputs are only as good as the inputs given to them. Before enabling this setting, make sure that due diligence has been done to provide high-quality landing pages and a good campaign and keyword structure.
Manual due diligence is vital when approaching automation tools and features for scalable growth.
Featured image: Primakov/Shutterstock
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