Google Streamlines Ad Creation Process


Google is rolling out several updates designed to streamline the process of creating ads with multiple extensions.

Ad extensions such as sitelinks and lead forms can significantly improve click-through rates. Google cites internal data showing that advertisers see a 20% increase in click-through rate when four sitelinks appear with search ads.

The problem for time-strapped marketers is that managing ads and ad extensions required separate steps.

– Advertising –

Now you can create campaigns with ad extensions in a single workflow.

Also, you’ll see “ad extensions” referred to as “assets” throughout the rest of this article, as Google adopts a new term for them.

Sitelink “extensions” are now sitelink “assets”; Price “extensions” are now price “assets”, and so on.

There is no change in the functioning of the assets; the difference is only in name.

With that cleared up, here’s more information on the evolution of the ad creation workflow.

New workflows for Search & Performance Max campaigns

When creating search and peak performance campaigns, you will encounter an additional step before the final review called Announcements and Resources.

Image credit: Screenshot from blog.google/products/ads-commerce/create-engaging-ads/, September 2022.

During this step, you can add various resources such as images, sitelinks, pricing, lead forms, and anything else that applies to your campaign goals.

If you’re not sure which resources are worth using, Google will now give you recommendations based on what you want to achieve.

As you add resources, a preview tool will show you how they will look in search results.

Google is streamlining the ad creation processImage credit: Screenshot from blog.google/products/ads-commerce/create-engaging-ads/, September 2022.

Assets created for the first time during this new workflow will be available when working on other campaigns and ad groups.

Existing ad extensions will automatically transition to assets while retaining their account, campaign, and ad group level associations.

New reports for Google Ads resources

You can monitor asset performance in the new “Ads & Assets” menu.

Clicking on Assets will take you to a page where you can switch between Asset and Association in a drop-down menu.

Google is streamlining the ad creation processImage credit: Screenshot from blog.google/products/ads-commerce/create-engaging-ads/, September 2022.

The “Assets” table view reports titles and descriptions, while the “Association” table view reports assets such as images and prices.

You can view resource performance at the account, campaign, and ad group level and filter results by resource type.

Finally, a Combinations will allow you to see the best performing asset combinations.

Google is streamlining the ad creation processImage credit: Screenshot from blog.google/products/ads-commerce/create-engaging-ads/, September 2022.

Availablity

Updated Google Ads workflows and reports, with the exception of the Combinations report, will be available in the coming weeks.

The combinations report will roll out in the coming months, according to Google.


Source: Google

Featured Image: Piotr Swat/Shutterstock



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