Let’s begin by examining what are Automatically Created Assets?
The ‘Automatically Created Assets’ setting allows Google to leverage existing keywords, ad copy, & landing page to create new assets to serve with Responsive Search Ads. According to Google, early adopters of “Automatically Created Assets” for headlines and descriptions see 2% more conversions at a similar cost per conversion.
What is Google Changing?
As part of this update, Google will roll out these additional changes:
- Ad Strength will be considered for both Automatically Created Assets and your existing assets when determining your rating.
- Automatically Created Assets use inputs you’ve provided, such as your keywords, to customize your headlines and improve their relevance to the query when it’s predicted to improve performance.
- You’ll also be able to remove any Automatically Created Assets that you’d prefer not to have serve.
Our Recommendations for Automatically Created Assets:
Opt-Out
- We recommend you opt-out of the Automatically Created Assets feature as we aren’t clear on what text Google will pull from the Landing Page.
- Some information on landing pages may not be permitted to serve within an ad or without additional callouts, terms and/or conditions.
- It’s possible that Google’s messaging would not be on brand for some advertisers.
Double check
- Google has a tendency to auto-opt-in some accounts to their new features. We recommend double checking these settings to ensure they align with what is appropriate each respective client.
Automation vs. Control
- While many of Google’s Automation features are beneficial and lead to improvements in performance, we recommend remaining ‘skeptical’ as there are certain aspects within an account that may warrant more “control” than others to ensure brand compliance or an optimal consumer experience.
What is a Customer Acquisition Goal?
The ‘Customer Acquisition Goal’ allows the AI to automatically bid higher for new customers compared to existing customers.
The ‘Customer Acquisition Goal’ can also allow the AI to only bid for new customers. This means existing customers won’t be served an ad.
Additional Details and Considerations.
- Currently, the ‘Customer Acquisitional Goal’ is only available for use on Performance Max & Search campaigns.
- Google recommends you only use the “Only bid for new customers” option if you have a dedicated budget for acquisition.
- An audience list of existing customers is needed to leverage this feature.
- This feature also requires campaigns to use a value-based bidding strategy.
Acronym Recommendations for the Customer Acquisition Goal.
Strategy:
- This feature won’t be plausible for all campaign types. Re-engagement campaigns would not leverage this setting.
- Consider your goals to determine if this feature aligns & could potentially provide value for the account.
- If conversion values are not currently available for your account, this may not be a feature worth leveraging.
- If you believe your branding is strong but would like an uptick in new customers for life-time value, this may be an option for you.
- If you believe your brand awareness is lacking and an influx of new users could be a potential fix, this option may suit your business.
Benchmarks:
- When devising a plan of action in utilizing this feature, we recommend being aware of your overall business or marketing CAC when determining your Paid Search benchmark.
- As this feature will impact bids, we recommend setting benchmarks for current performance and checking back to analyze results following the activation of this feature.
If you need assistance with Google’s New Asset Creation and Customer Acquisition Tools for Search or would like support with any of your performance marketing campaigns, please contact us today. We’re here to help.
