GOOGLE UNVEILS METRIC TO HELP BRANDS IMPROVE ADS: Google introduced a new metric that helps brands predict how effective their ads will be before the ad creation process ends. The metric, called “ad strength,” measures the relevance, quantity, and diversity of brands’ ad copy for responsive search ads. For background, responsive search ads, which use machine learning to optimize for the best performing combination of headlines and descriptions that are submitted by advertisers, began testing in May. For players that use the tool, ad strength results range from “poor” to “excellent,” while providing actionable feedback, like “make your headlines unique.” It will be integrated into the responsive search ad interface over the next several weeks. The ad strength metric is likely to improve the attractiveness of responsive search ads to advertisers — one of the main complaints with this relatively new ad format is a lack of reporting on what works best, per Search Engine Land. This bodes well for brands’ search campaigns, because responsive search ads are likely to drive brand lift: advertisers that combine Google’s machine learning with multiple creatives experience 15% more clicks on average, per Google.


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