Many marketers find the task of creating relevant and engaging ad resources daunting.
Especially when switching to responsive search ads, headlines can easily become redundant – and there is a risk of poor performance.
Google recently rolled out a beta feature called Auto-Created Assets for Responsive Search Ads to combat creative fatigue.
This is how auto-created assets work
Disclaimer: Auto-created assets are a campaign-level opt-in setting in search campaigns.
The setting can be enabled or disabled at the individual campaign level as shown in the screenshot below.
Auto-generated assets can also be enabled in the Recommendations tab and show examples of search ads with automation.
Once the setting is enabled, the feature will begin creating relevant headlines and descriptions for each ad content in that particular campaign.
The feature uses content from these places for recommendations:
- Landing page(s) and domain
- Existing Ad Text
- Existing Keywords
The goal? Create powerful and scalable text combinations for advertisers.
Optimizing creative assets
Since Google will use both pre-built assets and automated assets, asset optimization will also be automated.
Auto-created top-performing assets remain in a display, while any assets reporting a “Low” performance rating are automatically removed.
Advertisers can also remove assets manually.
Additionally, if content inputs such as keywords or landing pages change, automated assets are created to reflect those content changes.
Early dates for adoption and reporting
According to Google, accounts that adopted this feature saw an average 2% increase in conversions at a similar cost-per-conversion.
Reports for auto-created assets are displayed in a responsive search ad along with any existing hosted assets.
Determining the benefit versus the cost
While many marketers can benefit from this feature, there are instances where this setting may not be appropriate (yet).
This feature may not be appropriate for highly regulated industries or businesses that require legal approval for ad copy prior to rollout.
For advertisers who want to retain more control or stick to a specific brand tone or voice, it may be worth testing the feature to see if the automated asset-generated copy stays consistent.
Each account and campaign offers a different level of comfort with this feature. Therefore, test them according to specific business goals and objectives.
The automated asset feature can be an easy set-and-forget feature for many. It’s important to note which campaign(s) has this setting enabled and make checking copies a part of your weekly account management checklist.
The new Google Ads asset auto-creation feature can be effective for many marketers. It can free account managers time from tedious copywriting, giving them more time to strategically manage results and scale success further and faster.
As a general rule of thumb, automated asset outputs are only as good as the inputs that are given to them. Before enabling this setting, ensure that careful attention has been paid to providing high-quality landing pages and good campaign and keyword structure.
Manual due diligence is critical when deploying automation tools and capabilities for scalable growth.
Featured image: Primakov/Shutterstock