About boosting your ad performance with asset-level performance metrics

Starting in October, Demand Gen campaigns will be available to all advertisers in Google Ads and your Discovery campaigns will be eligible for upgrades. Contact your Google account team to upgrade your Discovery campaigns on your behalf. And if you don’t currently have a Google account team, your Discovery campaigns will be automatically upgraded by November.

Once upgraded, all of your historical data and learnings from your Discovery campaigns will be seamlessly carried over to your new Demand Gen campaigns, so you can take full advantage of the newly redesigned UI and start optimising your campaigns with new performance-enhancing features. 

Learn more about upgrading from Discovery ads to Demand Gen

Your creatives can drive more than 50% of your campaign success, so we’ve upgraded the Discovery ads asset report to include two new features that can provide you more in-depth creative guidance. These new features include:

  1. Performance metrics at the asset level: This allows you to report on and optimise the metrics that matter most to your business (for example, clicks, CTR, impressions).
  2. Ad Strength indicator: This is added in the asset report that shows how well your ad is positioned for success.

How these new features can help you

Asset-level performance metrics show which assets are performing well. This information can be key in helping you decide which assets could be swapped to potentially improve overall ad performance. We recommend that you focus primarily on the performance labels and the CTR metric for each asset.

Below are some tips for experiencing the full benefits of the new features.

  1. Check performance labels for your assets: We recommend doing this first to learn whether each asset is performing 'Best', 'Good' or 'Low' relative to other assets within the ad. These labels are based on a continuous 120-day window of the campaign to ensure advertisers have a 'full picture' of the campaign.
  2. Review asset CTRs: By reviewing asset CTRs, you can gauge whether consumers are drawn to a particular asset (for example, how 'thumb-stopping' your assets are).
  3. Consider removing assets labelled 'Low' or those having low CTR: You can swap these with new assets to test, which could keep your overall asset mix fresh and relevant.
  4. Provide a mix of assets, headlines and descriptions: This helps you optimise the effectiveness and performance of your ads to aim for an Ad Strength of 'Excellent'.

Additional recommendations

  • Avoid focusing too closely on asset-level metrics that are based on conversions, such as 'Conversions' or 'Conversion rate'. Many factors can also help lead to conversions after the first click.
    • Tip: If there is a low conversion rate, but a high CTR, check what may be stopping a user from converting on your site. Review how easy your landing page is to use and revisit your audience strategy. Your creative, audience and conversion action should be closely aligned.
  • Do not remove all your assets at once, as this may cause the entire ad to undergo a period of learning.
  • Performance metrics aren't deduplicated. When an ad unit (consisting of a headline, a description and an image) gets four clicks, the asset report will count 4 clicks each for the headline, description and image, regardless of where the ad was clicked. This means that adding the total of all the metrics in the ad asset report won't equal the total received by the ad.

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