Google has begun testing its auto-created assets feature in Performance Max campaigns after announcing plans to do so at Google Marketing Live last month. Advertisers have reported that the scheme, which is available to all marketers as an open beta in Google Ads, replaces the “Final URL Extension” tab.
Why we care: Advertisers struggling to write compelling ad creative for top-performing campaigns no longer have to worry about creative fatigue because Google can help them do the job, saving marketers time and effort.
How it works: Google can generate copy for Performance Max listings by analyzing the content of a brand’s landing pages, domain, and ads.
What have digital marketing professionals said? While the idea of never having to write ad assets again will appeal to many advertisers, some industry experts have warned of potential risks.
“If you’ve mixed results with auto-generated assets, callouts tend to work well, but you definitely need to check your ad copy,” PPC consultant Paul Rooney. he tweeted.
Get the daily search newsletter marketers trust.
What did Google say? Brands that have opted to use its auto-generated assets feature for headlines and descriptions have seen improved performance with an average 2% increase in conversions, Google said. Other benefits, according to Google, include:
Improved relevance: Auto-generated resources can provide a consistent user experience across queries, ad copy, and landing pages. Better productivity: Automatically created resources can reduce the amount of manual work required to create relevant ad copy.
A Google spokesperson told Search Engine Land:
“[Advertisers can] extend the reach of your brand campaigns with new brand restrictions for broad matching. Broad match gives you the most relevant reach and conversions within your performance goals.” “In the past, it may have been difficult to use broad match in campaigns with specific brand needs. That’s why we’re implementing branding restrictions. This new feature will help you get the extra reach of broad match, while ensuring you’re only matching the relevant brand traffic you’ve specified.”
Is there a catch? The main concern advertisers have around auto-generated assets is the reduction of creative control. Sometimes Google-created content doesn’t precisely match a product’s branding, may be inaccurate, or doesn’t make sense. These issues have deterred some vendors from using the feature.
Deepen: You can read more about Assets automatically created here and more Maximum performance here.
[ad_2]
Source link
