Google Ad Strength: Garbage or Nah?
PPC experts are saying Google’s Ad Strength metric is garbage.
Google says:
Ad Strength is at the centre of what we’re trying to do is because creative is going to be incredibly important, and Ad Strength is going to be the mechanism which we use to evaluate that both in Performance Max and channels like search.
Kraham went on to explain that Ad Strength assesses the breadth and depth of assets within a campaign before assigning a rating. According to Google, breadth and depth of assets is crucial for reaching users across various channels, including SERPs, video display, and other creative opportunities. Google prioritizes breadth and depth of assets as it ensures campaigns are well-equipped to engage users effectively across different platforms and formats.
Putting on my assumption hat (👒), the quality of your creative determines your results. The quantity (“breadth and depth”) determines your reach (amplification, as I like to think of it).
The easier you make it for Google to place your ad in all the placement options they have, the more likely they are to choose your ad in the auction (many other algorithmic signals being equal). That means maxing out the:
- 15 images
- 5 logos (5?!)
- 5 videos (make sure you have vertical!)
- 5 headlines
- 5 long headlines
- 1 short description
- 4 long descriptions
(ad specs if you need them)
Part of our job as digital marketers is to be algorithm wranglers, feeding the robots.
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No matter what you think about Ad Strength, heed this advice:
one of things you need to be aware of is Google’s recommendations are not necessarily the best things for your account
These recommendations are not personalized for your account. And are typically based on Very Large Accounts.