About ad strength for responsive display ads

Ad strength shows you how well an ad creative is configured vs our best practices. A higher ad strength will help to maximise the performance of your ad. In Google Ads, ad strength can be found in the ad creation editor. 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 asset. The rating ranges from 'incomplete' to 'Excellent'.

Benefits of ad strength

Responsive display ads perform best when you add many unique creative assets. This enables the creative optimisation to test many ad variations and, ultimately, deliver the most relevant ad to every user.

Ad strength also features asset quality parameters to help ensure that your assets are high quality.

Using ad strength during ad creation

Ad strength’s overall rating of 'Poor', 'Average', 'Good' or 'Excellent' will adapt to your actions during ad creation and editing. You’ll see the 'Incomplete' rating if you don’t include the minimum requirements for an ad, which are two headlines and one description.

The rating will change as you progress through ad creation and follow the best practices listed. If you go through all of the steps indicated in the ad strength progress menu (beside the ad rating), and add a variety of strong assets, your ad rating will be 'Excellent'.

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 see which actions you can take to improve ad performance by adding assets. These are some of the following guidance prompts that you may see:

  • Get your ad to fit anywhere. Add at least 1 square image.
  • Add some images to make your ad stand out.
  • Enter more unique headlines. Your headlines are too similar to each other.
  • Add some descriptions.
  • Enter more unique descriptions. Your descriptions are too similar to your headlines.
  • Your ad setup is excellent! Now, try replacing low-performing assets to improve overall performance.
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