Using automatically generated assets for ad creation

Many marketers find the task of creating relevant and engaging ad assets difficult.

Especially with the move to responsive search ads, it’s easy to make headlines last too long – risking poor performance.

Google has introduced a beta feature called “Automatically Generated Properties for Responsive Search Ads” to combat creative fatigue.

How auto-generated properties work

For starters, auto-generated properties are an opt-in campaign-level setting in search campaigns.

As shown in the screenshot below, the setting can be turned on or off at the individual campaign level.

Image credit: Screenshot taken by author, May 2023

Auto-generated properties can also be enabled in the Suggestions tab, which shows examples of search ads using automation.

Once the setting is enabled, the feature will start generating relevant titles and descriptions for each piece of ad content in this campaign.

The feature uses content from these places for recommendations:

• Landing page(s) and domain
• Copy of existing advertisement
• Existing keywords

come in Create high-performing copy combinations for advertisers at scale.

Facilitating creative assets

Because Google uses both merchant-created properties and automated properties, property optimization is automated as well.

Auto-generated properties with high performance will remain in the ad, while any property reporting a “low” performance level will be automatically removed.

Advertisers can choose to manually remove properties.

Additionally, when content resources such as keywords or landing pages change, automatic assets are created to reflect that content change.

Early data on adoption and reporting

Accounts that adopted this feature on Google saw an average increase of 2% in the same cost per conversion.

Reporting for automatically generated properties will appear in a responsive search ad with any existing property.

Image credit: Google Ads YouTube Channel, May 2023

Determining the benefits and costs

While many traders can benefit from this feature, there are instances where this setting may not be appropriate (yet).

This feature may not be available for highly regulated industries or companies that require legal approval of ad copy prior to launch.

For advertisers who want more control or to adhere to a specific brand tone or voice, testing the feature to determine if the copy generated automatically by an asset can be useful.

Each account and each campaign will have a different comfort level with this feature, so test accordingly for specific business objectives and goals.

Automated property behavior can be a simple “set it and forget it” quality for many. It’s important to note which campaign(s) have enabled this setting and make copy review part of your account management weekly checklist.

Summary

A recent automated property feature in Google Ads could prove effective for many marketers. It saves account managers time on tedious copywriting, freeing up more time to strategically manage results and deliver success faster and faster.

As a general rule, automated property results are only good for given inputs. Before enabling this setting, make sure that proper precautions are taken to provide high-quality landing pages and good campaign and keyword structure.

Manual due diligence is essential as it leans toward automation tools and scalable development features.

Featured image: Primakov/shutterstock