Google has launched a new “ad strength” indicator to help brands to determine the effectiveness of content in real time. The new metric, which will go live in early September, will measure the relevance and diversity of ads before they go live so that brands have a better idea of how they will perform.
Building on Google’s much-touted machine learning tech, ad strength will crunch a variety of data before serving up a result on a “Poor” to “Excellent” scale. These results will be based on a range of factors, including the diversity of ad copy and the strength of specific ad elements, such as descriptions and headlines.
Google says that diversifying ads is more important than ever before as consumers expect personalised content that resonates with them and delivers added value. With personalisation currently a top priority for brands, the new metric should empower marketers to create better ad campaigns, at scale.
A recent study by Accenture found that half of consumers now navigate away from a brand’s website and buy a product or service elsewhere if they are subjected to a poor experience. In contrast, 91% of mobile users complete a purchase after being exposed to a relevant ad.
In addition to the new metric, Google has also updated its responsive search ads. Brands can now build ads from the ground up and see useful reports for top combinations and headlines during the process. The tech giant said that both Apartments.com and ForRent.com have already seen an uptick in engagement after creating more relevant ads.
