Real Time Optimisation [email 2 of 3]
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Hey Reader Running effective ad campaigns isn’t just about creating great content upfront—it’s about continually refining and optimising based on how your audience reacts. Traditionally, optimising ad creatives has been a manual process, requiring constant adjustments to ensure the best possible performance. But with Google Ads’ AI capabilities, specifically through Automatically Created Assets, you can now let AI handle this in real-time. In this email, we’ll look at how AI-driven creative optimisation within Google Ads can improve your ad performance, save you time, and ultimately help you scale faster. What Are Automatically Created Assets and Why Are They Important?Automatically Created Assets within Google Ads is a tool that leverages AI to optimise ad creatives based on real-time performance data. Once you upload your brand guidelines, creative components (headlines, descriptions, images, etc.), and campaign goals, the AI generates multiple variations of your ads and constantly refines them as it learns from user behaviour As the Google CMO Guide explains, “With AI, you can build campaigns faster. Draw on your highest-performing creative assets to deliver infinite variations. You can create more compelling ads that are a better match for consumers’ needs, context, and mindset”. This means no more static ad creatives—your ads will evolve and improve as the AI gathers data, ensuring that the best-performing variations are prioritised. For an SME, this could be the difference between a decent campaign and a high-performing one. You no longer need a dedicated design team or creative specialists to continually refine your ads—Google Ads AI does it for you. How Google Ads AI Enhances Creative Performance for SMEsFor SMEs, optimising creatives can often be a struggle. Small teams and limited budgets mean you don’t always have the time or resources to test multiple ad versions. Google’s AI tools solve this problem by automatically testing various creative combinations and adjusting them based on performance. Imagine this: You launch a Google Ads campaign with a few key assets—an image, a headline, and a description. Throughout the day, Google Ads AI tests different combinations of these elements across various platforms (Search, Display, YouTube if using Pmax Or Demand Generation. By the end of the day, the AI has determined which combinations perform best for each audience segment, optimising your campaign without requiring any manual changes. According to the guide, this AI capability allows for “continuous refinement based on real-time data,” ensuring that you “drive relevance at scale”. This is particularly beneficial for SMEs that need to make the most out of every dollar spent on advertising. Quick Win: Implement Automatically Created Assets To start using Automatically Created Assets, follow these steps: 1. In your Google Ads account, go to your existing campaign or create a new one. 2. Upload your creative components (headlines, descriptions, logos, and images). 3. Set your campaign goals, and let AI generate creative variations. 4. Monitor performance as the AI tests and refines these assets in real-time. For more detailed instructions, visit Google’s guide on Automatically Created Assets. The No Jargon Marketer POVWhile Automatically Created Assets can significantly improve ad performance, there’s a couple of key factors to consider: Firstly these tools require high-quality inputs. The AI’s effectiveness depends on the quality of the creative assets and guidelines you provide. If you don’t have professional-grade images or a clear brand message, the AI may struggle to create effective variations. As the Google CMO Guide suggests, “Give AI high-quality inputs — your goals, images, copy, website, and guidelines — then let it automatically generate, test, and deliver creatives” Secondly, brand and messaging relevance - this is connected to the “quality inputs” point above. Automatically Created Assets will be an amalgamation of your inputs so the final outputs might not be exactly what you want - thats the tradeoff - better overall performance via a relaxation of brand control. The setting can be switched off if needed at a individual campaign level, see below: Action Step: Let AI Optimise Your CreativeSpend 15 minutes today exploring Automatically Created Assets in your Google Ads account. Upload your current creative assets and let Google’s AI start optimising your ads for real-time performance improvements. Learn more about setting this up here. That’s it for email 2 look out for Email 3 tomorrow called - Google AI & First Party Data. In tomorrow’s email we will dive into how you can leverage first party data in Google Ads and how this helps SME’s be more efficient and drive better results cheers mc AKA The No Jargon Marketer Liked the email? If so check out more from me |
