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More on automatically-created assets

As long-term readers will be well-aware, this blog has always predicted that Google’s ultimate aim for all advertising is to say: “Give us some money and our machines will do the rest”. Another step on that path was the introduction of “automatically-created assets” (ACA) for responsive search ads, and a recent Twitter thread from Google’s ads product liaison officer has provided more information about this in everyday language.

When you enable ACA at the campaign level, the thread says, Google will create headlines and descriptions for Responsive Search Ads (RSAs). The main goals are “to help you save time and provide incremental conversion opportunities with more relevant ads. RSAs can assemble ad combinations that are predicted to perform best using both the assets that we provide as advertisers and automatically generated assets. But with ACA, the ads are generated from your own content, including your landing pages, existing ads and keywords (so) be sure your website is up-to-date when using this feature!”

Automatically-created assets can be seen within Google Ads as “Automatically created” in the “Asset source” column in ad- and campaign-level asset reporting. As advertisers, we are able to review and remove assets we don’t want to serve any more, but they may have already been used. Any automatically created assets with a “low” performance rating get removed automatically.

Google continues: “ACA should augment, not replace, your existing assets. Keep the assets you’ve already created and continue to provide as many as you can (up to 15 headlines and 4 descriptions). Note that ACA don’t count toward these asset limits.”

All this may sound alarming, but while it remains an optional extra, it really doesn’t matter. I’ve actually tested it out on a friend’s advertising account, and to be honest, the ACA headlines and descriptions that Google came up with were at worst harmless, and at best rather good, so we shouldn’t dismiss this out of hand. But BMON will not be introducing it without full client agreement and understanding!