Google Says Ad Strength Is Not Used In The Ad Auction

Ad Strength is a diagnostic tool developed by Google Ads to help advertisers understand how the diversity and relevancy of their creative assets can maximize the number of ad combinations that may show for a query. It evaluates ads based on 4 categories identified through regression analyses to result in better performance.

No, Ad Strength does not affect the ad auction process. Ginny Marvin, Google's Ads Liaison, clarified that while Ad Strength is a feedback mechanism for creative content and can guide advertisers to improve the effectiveness of their ads, it is not used directly in the auction process.

Ad Strength and Quality Score are both diagnostic tools in Google Ads, but they serve different purposes. Ad Strength provides feedback on how well an ad is set up by looking at the diversity and relevancy of creative assets. Quality Score, on the other hand, aims to give advertisers an idea of how well their ad quality compares to others and how ads shown for certain keywords affect the user experience. Neither Ad Strength nor Quality Score is an input in the ad auction; they are meant to guide advertisers in improving their ads.

For more detailed information about Ad Strength, Google Ads provides a section in their RSA technical guide, specifically on pages 5-6. This guide can help advertisers understand how Ad Strength influences ad serving eligibility and how to use this tool to improve ad performance.