Google Ads introduced three changes to search ad creatives in February 2024. Here are the key highlights:

1️⃣ Campaign-Level Titles and Descriptions: Google Ads now allows advertisers to set up to 3 titles and 2 descriptions at the campaign level, offering the flexibility to plan these elements for specific periods, such as sales, enhancing the relevance and timing of the ads.

2️⃣ IPerformance-Based Dynamic Asset Eligibility: Google Ads will now allow dynamic assets (such as images, sitelinks, callouts, and structured snippets) to be used together with or instead of manual ones when it is anticipated that they will improve ad performance.

3️⃣ Single Titles for Responsive Search Ads (RSA): Google Ads now optimises responsive search ads by displaying a single title when it predicts that it will increase performance.

These updates represent a significant evolution of Google Ads' features, providing advertisers with greater control and options to optimise their advertising campaigns. The ability to set campaign-level titles and descriptions allows for more strategic planning of ads, enabling advertisers to tailor the advertising message to the specific needs and goals of the campaign. Furthermore, the introduction of performance-based dynamic asset eligibility offers an additional level of optimisation, allowing advertisers to maximise the potential of dynamic assets to improve overall ad performance.

Finally, optimising responsive search ads with a single title demonstrates Google Ads' commitment to maximising ad effectiveness through the intelligent use of data and artificial intelligence.

In conclusion, these updates highlight Google Ads' commitment to providing advertisers with the tools and functionality needed to create more relevant, personalised, and high-performing ads. With increased flexibility and optimisation options, advertisers can maximise the return on investment of their advertising campaigns and achieve their marketing goals more effectively.

Here is the link for more information: https://support.google.com/google-ads/answer/14506789?sjid=1297260274309007646-EU&hl=it

- Ads Maiora