Google has expanded its AI capabilities to fully automate asset creation for advertisers.

This move holds significant promise for streamlining ad creation processes and improving campaign performance. However, it also necessitates a cautious approach to ensure accuracy and relevance in ad content.

Understanding Automatically Created Assets

Automatically created assets are a feature within Google Ads, allowing advertisers to opt-in at campaign level. By enabling this setting, advertisers can generate additional assets such as headlines and descriptions, complementing those manually input for responsive search ads (RSAs). These assets are tailored based on the unique context of the ad, including landing pages, existing ads and keywords in the ad group.


The benefits of automatically created assets:

  1. Performance Enhancement: By automatically generating more headlines and descriptions, RSAs can potentially see improved performance through increased relevance and variety in ad copy.
  2. Enhanced Relevance: These assets contribute to maintaining a consistent user experience across queries, ad copy and landing pages, potentially bolstering ad relevance.
  3. Productivity Boost: Automation reduces the manual workload involved in creating relevant ad copy, freeing up time for strategic decision-making and optimisation efforts.


How It Works

When advertisers enable automatically created assets, Google utilises eligible sources to generate assets based on relevance and predicted performance. When an ad is eligible to serve for a query, RSAs will use a combination of advertiser-created assets and automatically created assets to serve the most effective ad. These assets contribute to the ad strength rating of RSAs, indicating their potential impact on performance.

Language Support and Implementation

Google’s automated asset creation supports various languages but advertisers must follow specific instructions to enable this feature for their campaigns, ensuring they make the most of this automation.

Best Practices and Cautionary Measures

While the automation of asset creation presents opportunities for efficiency and performance improvement, we feel it’s important to warn our clients to exercise caution!

  1. Accuracy and Compliance: Advertisers must ensure that their website content aligns with Google Ads policies and applicable laws. Additionally, monitoring ad content for accuracy, especially in the asset details report, is essential to avoid misleading information or policy violations. (You haven’t spent all your time adhering to new GDPR rules and privacy/cookie complications to come upstuck by enabling automation!)


  1. Maintain Control: While automatically created assets can enhance RSAs, we must stress the importance of retaining control over AI-generated headlines and descriptions. These manually crafted assets play a vital role in shaping your overall messaging and brand representation. We pride ourselves on manually building and managing Google ad campaigns to ensure we have full control and monitor performance, this is particularly key in the early stages of your campaigns.


  1. Strive for Excellence: While automated assets can contribute to achieving a higher ad strength rating, you should still focus on filling any remaining gaps to reach optimal performance. Continuously optimising ad content and monitoring results will still be key to maximising the effectiveness of automated asset creation.


In conclusion, yes, Google’s expansion of AI capabilities could save you time when creating Google Ads campaigns. By leveraging automation, the hope is that your assets will enhance efficiency, relevance and ultimately, the performance of online campaigns. However, as an agency, we stand by our principals of maintaining vigilance and adherence to best practices to ensure that automated assets align with brand messaging and regulatory requirements.

With our strategic approach, we work with our clients to unlock the full potential of automated asset creation to drive success but we will continue with the good old fashioned manual monitoring and account management principles to ensure all campaign messaging remains on brand and meets with our clients brand objectives.

If you’re looking for help creating Google campaigns and ads, get in touch with our team who will be more than happy to help.



View all posts