About campaign level asset reporting for responsive search ads

Campaign level asset reporting for responsive search ads lets you view asset performance and insights for single or multiple campaigns. You’ll be able to see which assets to replace and which assets are most effective to enhance the performance of your ads.

Under the "Assets" page, you can check the assets from all your responsive search ads in one place.

When you use campaign level asset reporting, you can see where your assets are used and which assets are performing the best. Once you’ve determined which assets are performing well, you can apply those learnings to other ads. If assets are performing poorly, you can take action to replace those assets.

Before you begin

You’ll need to create a responsive search ad to see your asset report. Learn more about responsive search ads

You can also view the asset report at the ad level. That asset report lists each asset used in your responsive search ads and allows you to compare assets within your responsive search ad.

Campaign level asset reports are generated if you have one or more responsive search ads in Google Ads. Only active assets (assets in active ads in active ad groups and in active campaigns that have had impressions in the last 30 days) appear in the report.

Note: Because asset data is updated daily, changes won’t be reflected in real time. For example, assets may still appear in a report after a campaign has been paused but will be removed once the asset data is updated.

How it works

To view your campaign level asset report for responsive search ads for your Search Network campaigns, follow these instructions:

Multiple campaigns

  1. Sign in to your Google Ads account.
  2. If available, click Search campaigns in the navigation menu on the left.
  3. Click Ads & assets from the page menu on the left, then click Assets. You can view each asset by clicking it.

Single campaign

  1. Sign in to your Google Ads account.
  2. If available, click Search campaigns in the navigation menu on the left.
  3. Click Campaigns in the navigation menu on the left.
  4. Select a particular campaign.
  5. Click Ads & assets from the page menu on the left, then click Assets. You can view each asset by clicking it.

What you’ll find in your campaign level asset report across all assets

Filters and views

If you have a long list of assets, you can filter by asset, used by, type, source and performance rating. You can filter your assets by clicking the filter icon Filter, then select a filter type.

Asset

In the “Asset” column, you’ll see the content of each asset.

Used by

The “Used by” column shows the number of ads using this asset. If you click on the value in this column, you’ll see your ads table with all the ads that contain that asset. You can make changes to your ad by editing them from the ad table. Click the pencil icon Edit to edit your ad.

Asset Type

The “Asset Type” column defines how each asset is used. You'll need to switch between Asset, Associations, or Associations (legacy) in the “Table view” drop down-menu depending on the type of asset you’re looking for. Here are the kinds of assets you may find:

Asset

  • Headline
  • Description

Associations

  • Sitelink
  • Call
  • Lead form
  • Callout
  • Structured snippet
  • Price
  • App
  • Promotion

Associations (legacy)

  • Image extensions
  • Dynamic image
  • Location
  • Affiliate location

Note: For automated location assets, seller ratings, and automated app assets, select Account level automated assets from the 3-dot menu on the right side of the table.

If you don’t see dynamic sitelinks, dynamic callouts, and dynamic structured snippets in the “Association” view table, then the data for these assets can be found in “Account level automated assets”. By 2023, you’ll be able to see more detailed reporting of dynamic sitelinks, dynamic callouts, and dynamic structured snippets.

Asset Source

If you're opted in for assets that are created automatically by Google at the account level or campaign level, these will be labeled “Automatically Created”.

Impressions

The “Impressions” column displays how often your asset is shown. An impression is counted each time your asset is shown in an ad on a search result page or other sites on the Google Network. Learn more about impressions

Tip: Occasionally, an asset might not receive any impressions if other assets are predicted to perform better. If an asset receives zero impressions for several weeks, consider replacing the asset with a new one.

Additional metrics available for headlines and descriptions:

Pinned

The “Pinned” column gives information about how many times your headlines and descriptions have been pinned and to which positions. If you click the value in this column or in the hover card, you’ll see your ads table with all the ads with that asset pinned. Learn more about pinning assets to specific positions

Tip: Occasionally, an asset might not receive any impressions if other assets are predicted to perform better. If an asset receives zero impressions for several weeks, consider replacing the asset with a new one.

Performance rating

The “Performance rating” column shows how an asset performs relative to other assets of the same type across all your campaigns and represents the share of impressions the asset received when it was rated. Assets are rated “Best”, “Good”, or “Low”, based on performance of the assets.

Note: Responsive search ads usually need around 5000 impressions in the “Google search: Top” segment over 30 days to display a rating in the Performance column. Learn how to use segments in your tables

Once you add an asset, a “Learning” rating will appear while the system reviews that asset’s performance relative to other assets in the responsive search ad. After your asset has enough traffic, it can receive a ”Low”, “Good”, or “Best” performance rating.

Note: Changing the date range doesn't affect the "Performance" column. The rating shown is always the current rating.

You should replace “Low” performing assets, keep “Good” performing assets, and use “Best” performing assets to help you improve your ads.

Tip: Add as many unique assets as you can. The more assets you add to your responsive search ad, the more options there are for creating high performing ads.

You’ll see percentages in the ratings columns for each of your assets. The percentages represent the share of impressions, across all applicable ads, that the asset received when it was given that rating. This will allow you to prioritize optimizing your responsive search ads by adding or replacing assets based on their performance. Learn how to create effective Search ads

Campaign level assets for responsive search ads ratings

Your campaign assets will show as a percentage. You can review the different performance ratings below:

Campaign performance rating Description
Learning The “Learning” column represents how frequently the asset appears without a rating because Google Ads doesn’t have enough information to give it a rating yet. When an asset is newly added to an ad, it will start with a “Learning” rating. A performance rating may be shown once enough information has been collected.
Low Assets rated “Low” are the lowest performing assets of their type within the same ad. Replace assets frequently rated “Low” to help improve ad performance.
Good Assets rated “Good” perform well relative to other assets of their type within the same ad. Keep assets frequently rated “Good” to help improve ad performance.
Best Assets rated “Best” are the best performing assets of their type within the same ad. Add more assets like those frequently rated “Best” to help improve ad performance.
Unrated The “Unrated” column represents how frequently the asset appears without a rating. This can happen if there aren’t enough assets of the same type within the same ad, or the asset hasn’t received enough impressions to have a performance rating.

Example:

The percentage in each column represents the share of impressions the asset received when it was rated. Let’s say you have a headline asset, "Free shipping", that is used in 4 ads and has received 10,000 total impressions:

  • In ad #1 the asset gets 1000 impressions and is rated “Best”.
  • In ad #2 the asset gets 6000 impressions and is rated “Good”.
  • In ad #3 the asset gets 2900 impressions and is rated “Low”.
  • In ad #4 the asset gets 100 impressions and doesn’t have a performance rating.

The asset would be represented in the campaign asset columns as follows:

  • 10% Best (ad #1)
  • 60% Good (ad #2)
  • 29% Low (ad #3)
  • 1% Unrated (ad #4)

Additional metrics available for other asset types:

Clicks

How many clicks your ad received when it was displayed with a particular asset type. This number combines clicks on the ad headline and on the ad asset, if applicable. To view clicks on just the ad asset, click the segment icon and select Click type.

Impressions

The number of times your ad appeared with the ad asset.

Clickthrough rate (CTR)

The number of clicks your ad received divided by the number of times your ad was shown with the ad assets.

Cost

The total cost of clicks on your ad when it appeared with the ad asset. Learn more about your actual click costs

Avg. position

The ad's average position on search results pages when shown with the ad asset.

Avg. cost-per-click (CPC)

The average amount you pay for each click when the ad appears with the ad asset. Average CPC is determined by totaling the cost of all clicks and dividing it by the number of clicks received.

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