Drive more performance from AI-powered Search ads with new asset changes

Feb 01, 2024

Impact Rating

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.

Example of new Responsive search ad
Responsive search ads can now show one headline when it’s predicted to improve your performance. As part of this change, a headline will now be eligible to show at the beginning of description lines.
Photo Credit: Google

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