Google recently announced a significant update to its search ads, introducing an asset-based model that promises to change how PPC agencies create and manage their campaigns. This pivotal shift is geared towards making ad creation more intuitive, flexible, and effective by allowing advertisers to mix and match assets (such as headlines and descriptions) to optimise ad performance.
We break down what this update means for your Pay-Per-Click (PPC) advertising strategies.
The Update at a Glance
Traditionally, Google Ads required advertisers to create distinct ad variations manually, testing each to determine which performed best. The latest update simplifies this process by introducing an asset-based approach. Advertisers can now input a range of headlines and descriptions, and Google’s algorithms will automatically test different combinations to identify the most effective pairing for your target audience.
Why This Matters for Your PPC Campaigns
This update is significant for several reasons:
- It leverages Google’s machine learning technology to optimise ad combinations in real-time, potentially increasing click-through rates (CTRs) and conversion rates.
- It reduces the input into repetitive, more manual tasks, freeing up time for strategic planning, ad-type experimentation and other opportunities that will help drive your campaign’s performance.
- It provides deeper insights into which ad components deliver results, allowing for more informed decisions on ad content and copy.
The Impact on PPC Strategies
The asset-based model encourages PPC agencies like us to think more about the variety and quality of ad content. It shifts the focus from creating single ad variations to generating a broader set of potential ad elements that appeal to diverse audience segments. This approach requires a more analytical mindset, as understanding the performance of individual assets becomes crucial for refining ad strategies.
Expert Insight
“Striking the right balance between control and AI is akin to a finely tuned performance”, notes Chiara Jones, PPC Team Lead at Herdl. “We’ll continue to guide the way while Google’s machine learning amplifies our efforts to produce campaigns that deliver impactful results.”
This latest update from Google Ads represents a significant opportunity for businesses to reevaluate and refine their current PPC strategies to achieve better results.
Need help adjusting your PPC strategy? Our team is here to help you navigate these changes, leveraging our expertise to enhance your PPC campaigns.