Google Ads Announces 3 Changes to Search Ad Creatives
What to Know About Campaign-Level Headlines & Descriptions, Performance-Based Dynamic Assets, and Performance-Based Single Headlines
Google kicked off February 2024 with some announcements that digital marketers may enjoy: Some big changes in Google Ads.
The three updates announced on Feb. 1 mostly impact search ads and creatives. In this post, we’ll explain the new features, share what advertisers should keep in mind as they roll out, and give advice on how to use them.
Campaign-Level Headlines & Descriptions
The first announcement is one we’ve already seen some news about and have talked about in the past. It’s campaign-level headlines and descriptions.
You can now associate up to three different headlines and two descriptions at the campaign level. Those headlines and descriptions will be eligible to show in every RSA (responsive search ad) within that campaign.
You can also pin the headlines and descriptions if you want them to show up across the campaign.
Our Take:
We love this concept and are really looking forward to trying out this new feature! You don’t have to use it - it’s totally optional, but we think there will be a lot of practical applications for this feature specifically.
Performance-Based Dynamic Assets
Google also announced that there are changes coming to automated asset (formerly called ad extensions) eligibility. Now, dynamic (or automated) assets can show alongside and be tested against any manual assets that an advertiser creates. Google can now show these automated assets instead of your manual assets if it's predicted to improve performance.
This change applies to dynamic assets including images, sitelinks, callouts, & structured snippets.
A key thing to remember here is that you can still opt out of automated assets. If you are opted out at the account level, this change will not impact your account.
Our Take:
If you’re in a heavily regulated industry, you may not want dynamic images assets pulled for you. We typically have these turned off in our accounts, so we don't really have an opinion about this change
Performance-Based Single Headlines
The last feature Google announced is a performance-cased single headline within RSAs.
For the longest time, RSAs have had 2-3 headlines in ads. With this new feature, Google will only show one headline if it thinks that will lead to better performance.
If Google chooses to only show a single headline, what would have been the second headline will be moved to the description section. What you’ll see is that second headline, followed by a little dash, and then the description.
This feature has actually already been rolled out. Unlike the other two features announced by Google, you cannot opt out of this one.
A key note note here is that Google will still respect advertiser pinning in RSAs with this change. If you have headlines pinned to position one, one of those headlines would be the single headline that is show.
Our Take:
Some marketers might take issue with this feature - but there’s really nothing we can do to stop it if Google thinks one headline will get better performance.
What you should keep in mind, however, is a lot of times you may write a headline and then mimic it - or at least touch on the same sentiment - in the description. If a second headline gets pulled into the description, there may be some redundancy, so you’ll want to make sure the headlines you have in ad groups are dialed in.
This feature could potentially stifle some writing or creativity, but if you write a banger of a headline and it ends up getting pulled through because of its performance, it might just set you up to stand out against your competition.
Final Takeaways
Keep an eye on your accounts in the coming days and weeks ahead as Google officially rolls out these updates.
As a reminder, you can choose to use or ignore the campaign-level headlines and descriptions. You can also opt out of the performance-based dynamic asset eligibility.
Performance-based single headlines, however, are here to stay. You can’t opt out or remove them. And while there could be some negatives, it will be interesting to see how the single headlines RSAs stand out.
Have questions about these new Google Ads features? Contact us! One of our PPC experts will be happy to provide insights on these changes, or anything else you need help with in your account.
Meet the Author
Greg Finn
Greg is the Head of Performance and Innovation for Cypress North's digital marketing team and one of the founders of our agency. In 2010, he and Matt Mombrea started Cypress North in Buffalo. Greg oversaw the opening of our second office in 2022, located in his hometown of Rochester.
As Head of Performance and Innovation, Greg co-manages our digital marketing department and works closely with our team to ensure all our clients achieve the best possible results. He is always looking for ways to test new digital marketing techniques and technology, and oversees all teaching and training efforts to ensure our agency stays ahead of the curve.
Greg is also a co-host of our weekly Marketing O'Clock podcast, where he and the team provide updates, insights, and hot takes on the latest SEO, PPC, and social media marketing news. In addition to weekly news shows, Greg hosts our Marketing O'Torial digital marketing tutorials and often co-hosts bonus Marketing O'Talk episodes that bring together panels of digital marketing experts.
With nearly two decades of experience, Greg is a known and trusted voice in the digital marketing community. He’s a contributor for Search Engine Land, a member of the Search Marketing Expo (SMX) programming team, and has been a featured speaker at some of the largest search engine conferences, including SMX, eSummit, and Pubcon.
When he’s not working or staying updated on the latest trends, Greg enjoys watching his kids play sports and coaching their soccer team. He’s been named the runner-up “Greg of the Year” on Marketing O’Clock’s annual Clockscars Awards four years in a row. While the coveted award has evaded him for many years, Keanu Reeves has not. Greg once saw him at Gabriel's Gate tavern in Buffalo (and noted he was very tall.)
Related Resources
How to Opt Out of Auto-Applied Recommendations in Google Ads
Learn more about what auto-applied recommendations are in Google Ads and how to opt out of them in your account.
Google Ads & Bidding Types: The Ultimate Source for Google Search Bidding
Learn about the different bid strategies you can use in Google, the pros and cons of each, and how to optimize them.
B2B Marketing With the Rise of Gen Z: Navigating the Digital Native Workforce
Explore the unique challenges & opportunities of marketing to Gen Z in the B2B space. Discover how these digital natives are reshaping the professional world & what it means for marketing strategies. Stay ahead in the era of Gen Z with expert insights.
Should Google Ads Recommendations Guarantee Broad Match Success?
Google is being overly aggressive with recommendations for broad match. Here's what you should know.
How to Set Up a Google Ads Campaign Experiment
Guide to Setting Up Campaign Experiments In 2022 Goodbye, drafts! Early in 2022, Google Ads overhauled their campaign experiments, making it easier for advertisers to run A/B tests within the platform. This article will outline how to set up an […]
How to Opt-Out of All Automated Google Ads Extensions
What you need to know about automated extension changes and how to turn them off. Automated extensions are one of the sneakiest forms of automation pushed on Google Ads advertisers, and they are soon going to be pushed even more. […]
23 Of The Best Resources For Starting A Digital Marketing Career
The best social media communities, podcasts, newsletters, and certifications for new digital marketers I didn’t know anything about digital marketing when I started as an intern at Cypress North earlier this year. Acronyms like SEO, CPA, and ROAS meant nothing […]
What to Include in a PPC Dashboard
Learn What Metrics to Include in PPC Reports. Then, Download Our Free Data Studio Dashboard Template! Let’s be real, pay per click advertising is all about data. What campaigns are bringing in the most revenue? What landing pages are converting […]
Sorry Google, There Are Benefits to Using Multiple Match Types when Using Broad Match with Smart Bidding
Over the years, advertisers have flocked to Google Ads (formerly Google AdWords) due to the creativity, flexibility, reach, and targeting offered by the ad giant. Google Ads was an empty canvas with unlimited opportunities. Over the years the platform has […]
Making the Case for Broad Match
Hear me out, I tested broad match keywords in Google Ads, and they’re actually converting. I know, I know, I’m the biggest hypocrite in history. If you’ve read my book or ever listened to me rant on Marketing O’Clock, you […]
Pinterest as a Search Engine: An Advertisers’ Guide to Keyword Targeting in Pinterest Ads
Pinterest – the land of dream wedding dresses, instant pot recipes, room inspo, and… SERPs? Pinterest is so much more than a social media platform. Yes, the platform allows users to like, share, and discover new content based on their […]
6 Google Ads Custom Columns to Help Uncover More Data
You may already know you can create custom columns in the Google Ads online interface. But, if you're anything like me, you may not always think about how you can leverage custom columns to surface essential Google Ads performance metrics, […]
A Google Ads Budget Pacing Script For Controlling Multiple Budgets
Reality check: budget management in Google Ads is not easy. As every Google advertiser knows, from novice to seasoned professional, setting a daily budget for a campaign is not enough to keep your spending in check. Why? Because we live […]
How to Target Top Content With Google Ads to Drive Qualified Traffic That Converts
Google Ads may be the most multi-faceted Ad Platform available today. If you work in Google Ads regularly, you likely know that there are a multitude of ways to target that specific audience you desire. We’ve found a way to […]
How To See Audience Performace Across Campaigns With Google Ads Reports
Google Ads makes it really easy to see performance at the campaign or ad group level, but analyzing audience performance across multiple Google Ads campaigns is easier said than done. You're left wondering.... What's working well? What's not? Combining like-minded […]
Is Google Ads Close Variant Matching Moving Further Apart?
Looking at search terms that we've seen here recently, there is absolutely no doubt about it. Close Variants aren't as close as they used to be. Is it a bug? Is it calculated? I'm not sure, but we've been fighting […]
How to Use the Countdown Customizer in your Google Search Ads
Countdown Customizers are an awesome, little known tool that can take your search ads to the next level. Having the power to create a sense of urgency for potential customers and move them down the conversion funnel can be a […]
How to target Google Ads search campaigns to specific audiences [Guide & Full List]
In 2019 (to the delight of the digital marketing community) Google announced that marketers would now be able to apply four different audience formats to their search campaigns at the ad group or campaign level: in-market audiences affinity audiences seasonal […]
Best Digital Marketing Podcasts
Whether you're focused on SEO, PPC, social media, content, or affiliate marketing, podcasts are a great way to stay competitive in the dynamic digital marketing landscape. Finding a reliable program to consume from your car, desk, or treadmill allows you […]
A Simple & Customizable Google Ads Script To Prevent Your Account from Overspending
Google Ads does not make budget management an easy task. As we all know (and roll our eyes at), Google allows campaigns to spend up to 2X their daily “budget”. This creates a need for advertisers to frequently check on […]
0 Comments