Drive more performance from AI-powered Search ads with new asset changes
02/01/24 - Granular
Granular analysis and first look
On February 1, 2024, Google announced an update to responsive search ads with new features that leverage AI to improve ad performance. These updates include the ability to show a single headline for an ad unit. Advertisers will also have the ability to create campaign-level headlines and descriptions to help call out promotions or campaign wide messaging. Dynamic assets will also now be able to appear alongside manually created assets making sure the best assets are showing for a particular query.
Why this matters?
- Increases flexibility and performance of responsive search ads.
- Enhances visibility with the strategic placement of headlines and descriptions.
- Simplifies campaign management by allowing campaign-level asset scheduling.
- Optimizes ad engagement by using a mix of automated and manual assets.
Next Steps/Action Items
- Review and adjust headline and description combinations based on performance data.
- Utilize campaign-level headlines and descriptions for consistent messaging.
- Monitor and leverage dynamic assets to enhance ad engagement.
- Use the combinations report to analyze ad performance with the new configurations.
Learn more about past Google updates
- Sep 2021 - Matching the Most Relevant Keyword to Every Search
- Oct 2021 - Link Your Zapier Account in the Google Ads UI
- Sep 2021 - Unlock Performance Insights with Enhanced Conversions
- Nov 2021 - Drive conversions across Google’s ad channels with Performance Max campaigns
- Nov 2021 - Customer Match is now widely available and easier to use
- Nov 2021 - Plan Across Your Entire Account with Performance Planner
- Feb 2022 - Google Partners: Evolving our partnership to serve you better
- Nov 2022 - Building More Durable and Effective Audience Strategies in Google’s Ads Platforms
- Oct 2022 - Deliver More Helpful Search Ads by Adding Your Business Information
- Sep 2022 - Making it Easier to Manage Automatically Applied Recommendations
- May 2022 - Recap of Product Announcements from Google Marketing Live 2022
- Mar 2022 - Reminder: Support for Expanded Text Ads Ends on June 30, 2022
- Feb 2022 - The New Privacy Sandbox Proposal: Topics for Interest-Based Advertising
- Jul 2022 - Upgrade your Smart Shopping campaigns to Performance Max
- Aug 2023 - Our new policy to help guide advertisers and build trust with users
- Aug 2023 - Vehicle ads will be upgraded to Performance Max with vehicle feeds
- Sep 2023 - Maximize views for your budget with Video View Campaigns on YouTube, now globally available
- Sep 2023 - Multiply your creativity with AI-powered tools for Search ads
- Sep 2023 - More information on Google Ads move to real-time bidding for apps
- Mar 2023 - New features to help you grow demand with Discovery ads
- Apr 2023 - First click, linear, time decay and position-based attribution models are going away
- May 2023 - Google I/O: Making AI helpful for everyone