Ad strength is an important element that factors into overall paid search success. But what exactly is it, and how can it be improved?
There are two components that make up the strength of your Google Responsive Search Ads: the overall ad rating, and the action items suggested by Google that are available to help improve ad performance.
The overall rating indicates how effective your current responsive search ad is in reaching the user searching for your active keywords. Poor ad strength indicates that your ad is not effective in engaging your targeted users – this can mean irrelevant ad copy, redundant headlines/descriptions, or even more technical aspects such as a missing ad group assignment or final URL.
There are two areas to locate the strength of your ads. First is during ad creation, and second is in the Ad Strength column. The Ad Strength column is located in the “Ads & Extensions” section at the campaign level in the Google Ads interface. Here, you will see an overview of your active ads which includes the column for ad strength. You will notice the ratings range from “poor” to “excellent”.
Upon clicking on the rating in the Ad Strength column, Google will provide feedback on specific elements that can be improved within the ad. One of the most common areas of improvement is regarding the actual ad copy. Leveraging artificial intelligence and machine learning, Google will supply specific copy recommendations that may improve overall effectiveness of your search ads.
The beauty of Responsive Search Ads is the ability for Google to serve the most relevant ad to each user pulling from the bank of assets provided in the interface. Now that Responsive Search Ads are the new default ad type for search campaigns, it is more important than ever to create the strongest, most effective ads possible to reach your target audience.
To learn more about paid search opportunities, please contact the experts at MoreVisibility.