About Ad Strength for Demand Gen campaigns

 

Ad Strength shows you how well an ad creative follows our best practices for optimal performance. It can be found in the ad creation editor and in the asset report. A higher ad strength will help to maximize the performance of your ad. Improve your ad strength by adding more assets and diverse content.

Ad Strength has three components: the overall rating, a specific next step that can improve the strength of the ad, and progress indicators by the type of asset (headline, text, images, and videos). The ratings can range from "Incomplete" to "Excellent."


Benefits of Ad Strength

Demand Gen ads perform best when you add many unique creative assets and a variety of aspect ratios. This enables the creative optimization to test many ad variations and, ultimately, deliver the most relevant ad to every user. In addition to following Ad Strength’s recommended next steps, it’s important to also ensure all uploaded image and text assets follow Demand Gen ad format requirements and video assets follow YouTube ads quality guidelines so your ads are approved. For more help with creating engaging ads that drive better performance, review our in-depth creative best practices.


Using Ad Strength during ad creation

Ad Strength’s overall rating of “Average,” Good,” or “Excellent” will change depending on your actions during ad creation and editing. You’ll find the “Incomplete” rating if you don’t include the minimum requirements for an ad.

The rating will change as you progress through ad creation and follow the best practices in the UI. If you go through all of the steps indicated in the Ad Strength progress menu (next to the ad rating), and add a variety of strong assets, your ad rating will be “Excellent”.

This illustration shows the ad creation screen on Google Ads.

Using Ad Strength to improve performance of existing ads

For ads that you’re ready to edit, you can click through Ad Strength prompts to find which actions you can take to improve ad performance by adding assets. To achieve the highest score for your ads, these are the current guidelines.

Single image Dynamic ad

3+ distinct headlines

  • At least 1 medium headline (30+ char)
  • No similar headlines

3+ distinct descriptions

  • At least 1 medium description (60+ char)
  • No similar descriptions
  • No descriptions similar to headline

3+ square and portrait images per aspect ratio

1 logo

Business name

Landing page URL (creative-level)

3+ distinct headlines

  • At least 1 medium headline (30+ char)
  • No similar headlines

3+ distinct descriptions

  • At least 1 medium description (60+ char)
  • No similar descriptions
  • No descriptions similar to headline

1 square marketing image

1 logo

Business name

Landing page URL (creative-level)

Carousel Video
2+ cards using:
  • All 3 aspect ratios
  • No duplicate images across cards
  • Headline for each

Creative-level medium headline (30+ char)

Creative-level medium description (60+ char)

Description isn't similar to headline

1 logo

Business name

Landing page URL (creative-level)

2+ distinct headlines

2+ distinct long headlines

  • No long headline similar to headline

2+ distinct descriptions

  • No descriptions similar to long headline

2+ Video per aspect ratio

  • 1+ horizontal (in-stream)
  • 1+ vertical or square
  • Video length (less than 3 mins)

1 logo

Business name

Landing page URL


Using Ad Strength to understand the impact of asset updates

You can use the Ad strength bar in your asset report to learn how editing assets can impact ad strength and performance. An alert will appear on the Ad strength bar if the asset update impacts ad strength negatively.


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