Many marketers find the task of creating relevant and engaging ad assets daunting.
Especially with the move to responsive search ads, it’s easy for titles to become redundant – putting you at risk of poor performance.
Google recently introduced an experimental feature called “Auto-Generated Assets for Responsive Search Ads” to combat creative fatigue.
How do auto-generated assets work?
To preface, auto-generated assets is an enableable setting at the campaign level in search campaigns.
The setting can be turned on or off at the individual campaign level, as shown in the screenshot below.
Image credit: Screenshot taken by the author, May 2023Auto-generated assets can also be enabled in the Recommendations tab, showing examples of search ads using autoplay.
Once the setting is enabled, the feature will start generating relevant titles and descriptions for each ad content in that particular campaign.
The feature uses content from these places for recommendations:
- Landing page(s) and domain
- Ad copy exists
- existing keywords
the goal? Create high-performance copy batches in a way that’s scalable for advertisers.
Improving creative assets
Since Google will use both the assets marketers have already created along with the automated assets, the optimization of the assets becomes automated as well.
The automatically generated top performing assets will remain in the ad, while any asset reporting a ‘low’ performance rating will automatically be removed.
Advertisers can choose to remove assets manually as well.
Additionally, as content inputs such as keywords or landing pages change, automated assets will be created to reflect this change in content.
Early adoption data and reporting
According to Google, accounts that have adopted this feature have seen an average of 2% increase in conversions at a similar conversion cost.
Reports for automatically generated assets are displayed alongside any existing available asset in a responsive search ad.
Image credit: Google Ads YouTube channel, May 2023Determine benefit versus cost
While many marketers can take advantage of this feature, there are instances where this setting may not be appropriate (yet).
This feature may not be ready for highly regulated industries or companies that need legal approval of ad copy prior to release.
It might be worth testing the feature to determine whether the automated copy generated from assets remains consistent for advertisers who want to maintain more control or adhere to a particular brand tone or voice.
Every account and every campaign will have a different level of comfort with this feature, so test according to your specific business goals and objectives.
The automated assets feature can be an easy “set and forget” quality for many. It’s important to note which campaign(s) have this setting enabled and make copy review part of your weekly account management checklist.
summary
The recently automatically generated origin feature in Google Ads can be effective for many marketers. It can save account managers time on tedious copywriting, save more time to manage output strategically and scale success further and faster.
As a general rule, the outputs of automated assets are only as good as the inputs given to them. Before enabling this setting, be sure to do your due diligence to provide high-quality landing pages and a good campaign and keyword structure.
Manual due diligence is vital when relying on automation tools and features for scalable growth.
Featured image: Primakov/Shutterstock
