About Ad Strength for responsive search ads

Ad Strength provides you with feedback to help you focus on providing the right messages to your customers. Ad Strength shows you how well an ad creative follows the best practices for optimal performance, ranging from “Incomplete”, “Poor”, “Average”, “Good”, to “Excellent”. A higher Ad Strength will maximize the performance of your ad. Ad Strength has 2 components: the overall rating that indicates the effectiveness of a relevant ad, and the specific action item(s) that can improve the strength of the ad.

Best Practice:

Implement at least one responsive search ad with “Good” or “Excellent” Ad Strength for each ad group. The advertisers who improve their Ad Strength for responsive search ads, from “Poor” to “Excellent”, can see approximately 9 percent more clicks and conversions on average. The Ad Strength rating of an ad doesn’t influence its serving eligibility. Instead, the Ad Strength rating identifies the opportunity available to improve your ads to optimize the performance.

The "Ad strength" column

In the page menu on the left, clicking on “Ads & Extensions” followed by “Ads” displays a table of that campaign’s ads. The “Ad strength” column in the table shows an ad's Ad Strength rating such as “Average” or “Excellent.” You can click on this rating to see feedback on improving your ad along with a link to where you can make that change.

During ad creation

While creating or editing an ad, you will be able to see an indicator of your Ad Strength. You should follow the descriptive call to action recommendations to improve your Ad Strength. Your ad’s strength rating and action items will change dynamically as you fill out your ad’s assets.

A graphic that shows suggested ad improvements within the Ad strength indicator

Below are the common call to action recommendations to improve Ad Strength:

  • Add more headlines or descriptions for better performance: You can provide up to 15 headlines and 4 descriptions, so make sure to provide as many as you can. You can maximize the number of ad combinations by providing the maximum number of headlines and descriptions. Asset suggestions are displayed in the ad creation process to help you write high-performing headlines and descriptions. You can accept the suggestions as is, edit them, or use them as an inspiration.
  • Add unique headlines and descriptions: Ensure your headlines and descriptions are different. Describe what you’re selling and your unique selling points that may appeal to different customers you’re trying to attract. Adding unique headlines and descriptions increases the number of unique combinations that can be generated to maximize the performance of your ads. Try to avoid adding repetitive words, phrases, or ideas.
  • Unpinning some assets: Pinning reduces the overall number of headlines or descriptions that can be shown. Therefore, the less you pin, the more combinations you can create. If you must use pinning, consider having multiple unique assets pinned to the same position.
  • Include more keywords in your headlines or descriptions: Try including text from your keywords within your headlines and descriptions. Your ad group’s popular keywords are shown in the ad creation process to assist you in creating relevant headlines and descriptions. You can also use keyword Insertion to improve your ad’s relevance.

Ad Strength helps you make the best first impression

Let's say you are creating a responsive search ad and you see the text “Make your description more unique” next to the indicator representing your ad’s strength. You can go back to your description and modify it to dynamically improve the effectiveness of the ad. If neither the indicator nor the text change, you are recommended to revise further.

Ad Strength continues to help improve your ads even after the ad has been created and started showing. For instance, you might bulk upload a batch of new responsive search ads and the headlines could be redundant for some of them. In the "Ad strength" column, you may see an “Average” rating, with the specific action “Increase the length of the headline.” You can leverage that feedback and follow the necessary steps to modify your headline and improve the strength of your ad.

Even after you have reached good or excellent Ad Strength, it is still important to keep an eye on it as Ad Strength could change over time according to factors, such as keyword relevance.

Common issues

Here are some common issues that result in incomplete Ad Strength:

  1. Final URL is missing: Add a final URL to your ad.
  2. Missing ad group: Assign your ad to an ad group.
  3. Missing keywords in ad group: Add keywords to your ad group. Your responsive search ad won’t serve without keywords.
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