Deep Dive into Ad Strength: All Your Tough Questions Answered

Ad Strength is a diagnostic tool specifically developed for responsive search ads (RSAs). It helps advertisers understand how the diversity and relevancy of their creative assets can maximize the number of relevant ad combinations for a query. Ad Strength has four ratings: Poor, Average, Good, or Excellent, and adjusts in real-time as you build out or edit your RSAs.

Ad Strength evaluates four main categories that have been shown to result in better performance:

1. Number of headlines
2. Keyword relevance of headlines and descriptions
3. Uniqueness of headlines
4. Uniqueness of description lines

These factors contribute to the variety and relevancy of your assets, and improvements in these areas are expected to lead to increased ad performance.

No, Ad Strength does not affect the auction or Ad Rank in Google Ads. It is a feedback mechanism for your creative assets and is meant to be used as a guide to improve the effectiveness of your ads. It does not influence your ad's serving eligibility, bidding, or the ability of your ads to enter the auction.

To improve Ad Strength, focus on increasing the number, diversity, and relevancy of your creative assets. As you create or edit your RSAs, consider the following:

• Ensure you have a sufficient number of headlines.
• Improve the keyword relevance in your headlines and descriptions.
• Aim for uniqueness in your headlines and description lines.

By enhancing these aspects, you can move your Ad Strength rating from 'Poor' to 'Excellent', which has been shown to lead to a 12% increase in conversions on average.

Pinning can change your Ad Strength rating because it restricts the number of ad combinations that can be matched to a query. While pinning can be necessary and valuable, it impacts the Ad Strength by limiting the system's ability to serve a variety of relevant ads. To mitigate this, it's recommended to pin two or three headlines or descriptions to each position when possible, to increase the number of combinations available.