Google is giving advertising folk a new prediction tool to guide online ad campaign creative.
‘Google Ad Strength’ rates ads on a scale from ‘Poor’ to ‘Excellent’. They say it’s mainly based on relevance, with a few other factors.
Where the rating comes up as anything other than ‘Excellent’, the AI-driven interface will also provide actionable feedback that should make it easier to refine ads for effectiveness.
Weight of relevance
Relevance is revered in Google’s algorithms, as the way to show people what they need, at the time they want it. In search results, it’s a no-brainer: it’s the primary purpose that motivates searchers.
In advertising, though, relevance a key factor in transforming views into actions. Google’s research has found that ‘91 percent of mobile users bought or plan to buy something after seeing an ad they described as relevant.’
Online Advertisers can see Ad Strength ratings in a dedicated column when they review campaign metrics in Google Ads.
Eventually, it’ll also show up in the composer screen, to give dynamic feedback when writing text for a responsive search ad. That should come soon.
Will you rely on the new Ad Strength rating to give greater confidence in your creative?
Copy Transmission is a Melbourne-based agency :: Better Brands. Loud & Clear.