Do you NEED an Excellent Rating for Responsive Search Ads? | Google Ads 2023

Summary

In this video, Aaron Young from Define Digital Academy discusses the significance of ad rankings in Google Ads. He explains that while Google's four-tier ranking system (poor, average, good, excellent) can be a helpful starting point, especially for new campaigns, it's not always indicative of an ad's performance. Aaron shares insights from two years of split testing, showing that ads with poor rankings can outperform those with excellent rankings. He emphasizes the importance of focusing on click-through rates and conversion rates over time, rather than solely relying on Google's ad strength scores. Aaron also provides tips for improving ad rankings and offers a free Google Ads optimization checklist for viewers.

Takeaways

• 🔍 Google Ads provides a four-tier ranking system for ad copies: poor, average, good, and excellent.
• 📉 Ad rankings do not always correlate with performance; ads rated 'poor' can perform well, and vice versa.
• ⚠️ For new campaigns without conversion data, aim for 'good' or 'excellent' ad rankings to ensure better initial performance.
• 📈 In mature campaigns with established metrics, ad rankings become less relevant; focus more on click-through and conversion rates.
• 📊 The script provides a two-year case study showing that ads with 'poor' rankings can outperform those with 'excellent' rankings.
• 📝 Responsive search ads should be regularly split-tested to optimize performance, regardless of initial Google Ads rankings.
• 🔗 Use dynamic keyword insertion in headlines to improve ad relevance and potentially boost rankings.
• 📑 Avoid pinning headlines as it can lower ad strength scores, but it may be justified based on extensive testing data.
• 📋 Google prioritizes ads likely to get clicked, impacting the auction process; hence, ad rank is crucial for new campaigns without click data.
• 📝 The presenter offers a Google Ads optimization checklist for continuous improvement of ad campaigns.
• 🎥 The video also covers a detailed breakdown of how ad ranks are created and how to improve them through responsive search ads.

Q & A

What is the current four-tier ranking system for ad copies in Google Ads?

The current four-tier ranking system for ad copies in Google Ads is poor, average, good, and excellent.

Can Google's ad rankings be a reliable indicator of ad performance?

No, Google's ad rankings are not always a reliable indicator of ad performance. Ads rated as 'poor' can sometimes yield excellent results, and vice versa.

Why is it important to aim for good or excellent ad rankings in new campaigns?

In new campaigns, it's important to aim for good or excellent ad rankings because Google uses these rankings to determine the likelihood of your ad being clicked on, especially when there's no existing click-through ratio or conversion data.

What is the significance of split testing in mature campaigns?

In mature campaigns, after several rounds of split testing, ad rankings become less relevant. The focus should shift to click-through ratios and conversion rates, as these metrics provide more accurate insights into ad performance.

How does the speaker demonstrate the discrepancy between ad rankings and actual performance?

The speaker demonstrates the discrepancy by showing examples of ads with high click-through ratios and conversion rates that were ranked as 'poor' or 'average' by Google, while an 'excellent' ranked ad performed poorly.

What is the role of responsive search ads in the ad ranking system?

Responsive search ads play a crucial role in the ad ranking system as they allow for testing different ad variations to optimize performance. The speaker emphasizes starting with excellent ad rankings for these ads, especially in new campaigns.

How does dynamic keyword insertion help in achieving a good ad ranking?

Dynamic keyword insertion helps in achieving a good ad ranking by ensuring that the ad copy is relevant to the user's search query, which can improve the click-through rate and, consequently, the ad ranking.

Why does pinning headlines in responsive search ads lower the ad ranking?

Pinning headlines in responsive search ads lowers the ad ranking because it reduces the uniqueness of the ad components, which is one of the factors Google considers in its ad strength calculation.

What is the Google Ads optimization checklist mentioned in the script?

The Google Ads optimization checklist is a resource that guides users on what to optimize in their Google Ads account, including ad copy split tests that should be completed every 30 days.

What advice does the speaker give for handling different ad rankings from Google?

The speaker advises that while it's important to pay attention to ad rankings at the start of a campaign, after several rounds of split testing, one should rely more on click-through ratios and conversion rates rather than the ad strength score.

How does the speaker's experience as a '15,000-hour Google Ads master' contribute to the credibility of the script's content?

The speaker's extensive experience with Google Ads lends credibility to the insights and advice provided in the script, as it is based on practical knowledge and a deep understanding of the platform.