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

February 1, 2024

Using the power of Google AI, responsive search ads identify the best combination of headlines and descriptions to help you deliver relevant ads that adapt to shifting consumer behaviors. When you include assets like images and sitelinks, you can give people more information about your business and make it easier to engage with your ads. To help you drive more performance from your Search ads, we’re rolling out changes to the ways ads work with assets.

Creating more flexibility to help you drive more performance

Responsive search ads are designed to help you deliver the best ad possible to the right person at the right time. When Google AI assembles your ads, they include a minimum of two headlines—but depending on the query and context, we’ve found that in some instances showing one headline can deliver better performance. To help you improve the performance of your ads, we’re now letting responsive search ads 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 your description lines.

 

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.

To get insight on how often your ads are shown with one headline or a headline at the beginning of your description lines, you can review the combinations report. If you have assets that are pinned to headline position 1, headline position 2, or description position 1, they'll continue to show in their designated positions when your ads serve.

Making it easier to add headlines and descriptions

We know there are times when it makes sense to add the same headlines and descriptions across a campaign—for example, if you want to promote an upcoming sale that applies to every ad group in your campaign. That’s why we’ve rolled out campaign level headlines and descriptions.

Now you’ll have the option to associate up to 3 headlines and 2 descriptions at the campaign level. If you need to show these assets during a specific time period, such as a sale, you’ll be able to schedule specific start and end dates for them. You’ll also have the option to pin these assets to specific positions. Once you’ve added your headlines and descriptions, they’ll be eligible to show in every responsive search ad in your campaign. 

Showing the best performing assets for each query

When you’re opted in to account level automated assets, Google AI will create assets on your behalf and show them with your ad if they’re predicted to improve your performance. Previously, if you manually created image assets, sitelinks, callouts, or structured snippets, they would always serve in place of their automated counterparts. To help you deliver ads that drive more engagement, dynamic image assets, dynamic sitelinks, dynamic callouts, and dynamic structured snippets will now be eligible to show alongside, or in place of, manually created assets of the same type when they're predicted to improve your performance. For example, even if there are four manually created sitelinks available for your ad, Google AI can now show two dynamic sitelinks alongside two manually created sitelinks if it’s predicted to help you engage with more people.

To set your Search ads up for success, check out our best practices guide.

Posted by Sylvanus Bent, Group Product Manager, Google Ads

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