Last week (February 1, 2024) Goole announced some "changes to the ways ads work with assets". In the announcement there are 3 main updates:
1) One Headline Responsive Search Ads
2) Campaign Level Headlines and Descriptions
3) Dynamic images, sitelinks, callouts and structured snippets
Google is now letting Responsive Search Ads show only one headline when it's predicted to improve performance. When this happen, one of your other headlines will now be eligible to show at the beginning of the descriptions section.
Below there is an example of how a One-headline-responsive-search-ad looks like (image from Google Ads documentation).
Assets pinned to headline position 1, headline position 2 or description position 1 will still remain showing in their designated positions when your ads serve.
You can check the combinations report to get some insights on how often your ads show with this new set of changes. This report is quite limited though.
You will get much more info about which are your low-performing headlines if you use Ads Radiography tool.
You will now be able to link up to 3 headlines and 2 descriptions at the campaign level.
This way you can choose to show some common headlines and descriptions across a campaign with the option to set up start/end dates and pin them to specific positions.
Use this option when the messages are relevant to all the ads in that campaign. And always avoid being repetitive, specially with headlines and descriptions that don't perform well.
From now on, if you are opted in to account level automated assets, Google Ads will create dynamic image assets, dynamic sitelinks, dynamic callouts and dynamic structured snippets, and will serve them with your manually created assets or in replace of them.
