About cross-campaign asset reporting for responsive search ads

Cross-campaign asset reporting for responsive search ads lets you view asset performance and insights at the campaign level. You’ll be able to see which assets to replace and which assets are most effective to enhance the performance of your ads.

Under the Assets page, you can check the headlines and descriptions from all your responsive search ads in one place.

When you use cross-campaign asset reporting, you can see where your assets are used and which assets are performing the best.  Once you’ve determined which assets are performing well, you can apply those learnings to other ads. If assets are performing poorly, you can take action to replace those assets. 

Before you begin

You’ll need to create a responsive search ad to see your asset report. Learn more about responsive search ads

You can also view the asset report at the ad level. That asset report lists each asset used in your responsive search ads and allows you to compare assets within your responsive search ad.

How it works

To see your cross-campaign asset report for responsive search ads for your Search Network campaigns, follow these instructions:

  1. Sign into your Google Ads account.
  2. If available, click Search campaigns in the navigation menu on the left.
  3. Click Ads & extensions from the page menu on the left, then click Assets. You can view each asset by clicking it.

What you’ll find in your cross-campaign level assets report 

Note: Data for your assets is updated daily. Changes you make to your assets won’t be reflected in real time.

Filters and views

If you have a long list of assets, you can filter by asset, used by, type and performance rating. You can filter your assets by clicking the filter icon Filter, then select a filter type.

Asset

In the “Asset” column, you’ll see the content of each asset.

Used by

The “Used by” column shows the number of ads using this asset. If you click on the value in this column, you’ll see your ads table with all the ads that contain that asset. You can make changes to your ad by editing them from the ad table. Click the pencil icon to edit your ad. 

Type

The “Type” column defines how each asset is used. Here are the kinds of assets that you may find:

  • Headline
  • Description

Pinned

The “Pinned” column gives information about how many times your headlines and descriptions have been pinned and to which positions. If you click the value in this column or in the hover card, you’ll see your ads table with all the ads with that asset pinned. Learn more about pinning assets to specific positions

Performance rating

The “Performance rating” column shows how an asset performs relative to other assets of the same type across all your campaigns and represents the share of impressions the asset received when it was rated. Assets are rated “Best”, “Good” or “Low”, based on performance of the assets. 

Note: Responsive search ads usually need around 5000 impressions in the “Google Search: Top” segment over 30 days to display a rating in the Performance column. Learn more about Top vs. Other Segment

Once you add an asset, a “Learning” rating will appear while the system reviews that asset’s performance relative to other assets in the responsive search ad. After your asset has enough traffic, it can receive a 'Low', 'Good' or 'Best' performance rating.

Note: Changing the date range doesn't affect the Performance column. The rating shown is always the current rating.

You should replace “Low” performing assets, keep “Good” performing assets and use “Best” performing assets to help you improve your ads.

Tip: Add as many unique assets as you can. The more assets that you add to your responsive search ad, the more options there are for creating high performing ads.

You’ll see percentages in the ratings columns for each of your assets. The percentages represent the share of impressions, across all applicable ads, that the asset received when it was given that rating. This will allow you to prioritise optimising your responsive search ads by adding or replacing assets based on their performance. Learn how to create effective responsive search ads

Cross-campaign assets for responsive search ads ratings 

Your cross-campaign assets will show as a percentage. You can review the different performance ratings below:

Cross-campaign performance rating Description
Learning The “Learning” column represents how frequently the asset appears without a rating because Google Ads doesn’t yet have enough information to give it a rating. When an asset is newly added to an ad, it will start with a “Learning” rating. A performance rating may be shown once enough information has been collected.
Low Assets rated “Low” are the lowest performing assets of their type within the same ad. Replace assets frequently rated “Low” to help improve ad performance.
Good Assets rated “Good” perform well relative to other assets of their type within the same ad. Keep assets frequently rated “Good” to help improve ad performance.
Best Assets rated “Best” are the best performing assets of their type within the same ad. Add more assets like those frequently rated “Best” to help improve ad performance.
Unrated The “Unrated” column represents how frequently the asset appears without a rating. This can happen if there aren’t enough assets of the same type within the same ad, or the asset hasn’t received enough impressions to have a performance rating.

 

Example:

The percentage in each column represents the share of impressions the asset received when it was rated. Let’s say you have a headline asset, "Free shipping", that is used in four ads and received 10,000 total impressions:

  • In ad #1 the asset gets 1000 impressions and is rated “Best”.
  • In ad #2 the asset gets 6000 impressions and is rated “Good”.
  • In ad #3 the asset gets 2900 impressions and is rated “Low”.  
  • In ad #4 the asset gets 100 impressions and doesn’t have a performance rating.

The asset would be represented in the cross-campaign asset columns as follows:

  • 10% Best (ad #1)
  • 60% Good (ad #2)
  • 29% Low (ad #3) 
  • 1% Unrated (ad #4)

Related links 

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