Jason MacLean, one of our dedicated Client Managers, reveals how Google might be controlling your brand messaging with its automatically created assets feature. Learn more about what this feature is, its pros and cons, where you can turn it on and off, and if it’s something we use for our clients here in Solutions 8.

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0:00 Is Google Controlling Your Brand Messaging?

1:05 Pros of using automatically created assets

3:25 Cons of using automatically created assets

5:59 Should you turn on the automated assets feature?

7:46 Exploring the feature

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Today, I wanted to go over whether or not Google is controlling

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your brand messaging, control all

aspects of your own messaging because

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you need precision in your messaging.

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And I think, anything less

than exactly what you want it

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to be, just doesn't cut it.

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Hi, this is Jason.

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I'm a client manager with solutions eight.

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And, today I wanted to go

over whether or not Google is

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controlling your brand messaging.

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And specifically whether or not,

the feature of automatically

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created assets is doing that.

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And I'll show you towards the end, how

to check that and turn them on or off.

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I don't know what you want, but for

now, just take a minute to a few

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minutes to talk about why you may,

or you may not want to use them

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basically the pros and the cons.

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so with automatically created assets, it's

just like what it sounds like what it is.

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It's a, where you just let Google

take charge of all these things and

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you let it create them automatically.

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Largely based on, the content of

your landing page, although Google

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will consider other factors as well.

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But if you're weighing the pros at cons, I

would say the first thing in terms of pros

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is that, Google probably takes the more is

more approach as opposed to less is more.

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In other words, they can generate a

lot of assets automatically, a lot

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of headlines, a lot of descriptions,

extensions, call outs, and so on.

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The variety of options is massive

and it's going to be much more

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than we can ever do ourselves.

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And so that should give you more

chances of arriving at winning ad copy

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over time with more varieties of them

that are working because you're just

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throwing a lot more out there and you'll

eventually be able to see what works and

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the algorithm will recognize that and

serve those ad combinations more often.

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another potential positive or a

pro Is that you can save time?

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And this is especially true with a large

account where you have a lot of campaigns.

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You have a lot of ad groups.

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You have a lot of ads in them with

a lot of ad copyright extensions

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customize and put all that in there.

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So it could be an awful lot of

work if you manually have to set

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up, set these up automatically.

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the time savings is potentially

a big selling point here.

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And, for business owners who

are trying to run their own ads,

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you've never run them before.

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You're likely to say, Hey, great.

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Less new stuff.

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I have to learn, less work to do.

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So let's just let Google take care of it.

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Like Google does with a lot of things.

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And so we can just get back

to running our business.

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I think that's one of the appeals on

maybe you don't want to deal with all

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the, the hand wringing that often goes

into the creative process of going

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over your ad copy over and over again,

painstakingly trying to get it right.

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and since this feature is supposed to

pull from your landing page, which you've

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probably already painstakingly written.

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You can reasonably assume that

Google can figure out the best

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combination of assets to serve ads.

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and, another potential pro, I

think, is that you just get, you

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get fresh ad copy, and you avoid

the possibility of ad fatigue.

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And now ad fatigue isn't really a

huge problem when you're focusing

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heavily on cold traffic, but if you're

targeting, audiences of past customers

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that you're trying to bring back,

then you'll have to update that ad

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copy again from time to make sure.

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People aren't seeing the same,

that audience, isn't seeing the

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same ads over and over again.

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And, ACAs can help you, do that.

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and those are just a few

of the pros that I see.

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And, there are some downsides or cons

too, because, no algorithm is perfect.

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for one, you're literally giving up.

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If you do this, you're

literally giving up all control.

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The lack of control, I think can

easily lead to inconsistency, even

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sometimes word and sentence awkwardness

in terms of the tone of the words

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or just the voice that comes out.

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And, that might not be quite

in line with what you want in

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terms of your brand messaging.

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You run the risk of relevance

issues, possibly syntax errors,

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or even, without errors, they

can just sometimes get formulaic.

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There's a risk of that and start

to lean too heavily in, into,

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cliches or impersonal messaging.

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And that could be problematic for

businesses wanting to really connect

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with their potential audience when

errors like those happen, ones that

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didn't have to happen that can really

stand in the way of your ability.

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to do that and connect with

your audiences that you need

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to connect with really quickly.

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another major con is, money.

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you'll recall how I mentioned a moment

ago that, one of the big positives was

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that there's this massive combination

of assets that can be created,

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more than we can ever come up with.

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And that's true, but the flip side of

the coin is that in order to test a lot

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of combinations, There's also a lot of

budget that's going to need to be used

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up and testing all of those possible

combinations, a myriad of combinations.

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And that costs money to, to

discover what works best when

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they're deploying a lot of options.

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So this is especially true in

competitive industries, but, as a

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business owner, you might not want or

be able to test things on variety of

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ad copies and combinations of assets.

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And, on a nearly or

seemingly unlimited basis.

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And you might not want to, open the brand

up to all kinds of messaging possibilities

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because you could also run the risk of,

going off brand fairly easily that way.

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But most brands that do well, they

communicate personally, they communicate

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sync ly succinctly and briefly, and

ACAs aren't necessarily set up that way.

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So ultimately you're running a risk

in terms of letting the AI just be in

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charge of your prospective customer

experience, your audience experience,

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and the feeling that you generate

in your audience towards your brand.

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that's what it comes down to.

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should you use them?

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would say that in, covering this, the pros

and cons list, I think the cons outweigh

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the pros, and maybe in small number of

limited circumstances, they can overcome

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some major problems for some businesses.

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But generally we found that the

results of automatically created

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assets are less than desirable.

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when you consider all the

small things that can go wrong.

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And, when you have some aspects

of them working well, you'll also

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have other aspects possibly not

working so well, all in the same ad.

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For example, maybe you see that Google

had no problem creating great headlines.

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descriptions, but the site links might

be a little off or the call outs can

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sound awkward or something like that.

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ultimately assets in your ads are

a core component of your brand

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messaging efforts in any paid campaign.

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And these ads are often, the first

time people get to know anything

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at all about your brand and a good

first impression is very important.

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So you really want it to be.

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You want it to be right.

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You want the messaging to be right.

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You want the messaging to be on point.

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You, and you just want it to be good

because messaging really matters.

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so you might be tempted if you're a

business owner, who's never run your own

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ads before, to just let Google do this.

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and even when it works fine,

which it often will ultimately

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think about it this way is.

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Who knows your business better than you?

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And the answer of course is no one.

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And that includes a machine learning tool.

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So while there are no absolutes to

anything really with Google ads,

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there are general rules for us.

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The bottom line is that most cases you

usually want to turn off, ACAs and control

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all aspects of your own messaging because

you need precision in your messaging.

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And I think.

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anything less than exactly what you

want it to be, just doesn't cut it.

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So we would rather not leave this feature

to chance, hoping the AI gets it right.

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Even though they usually probably

will, we'd rather just do the

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work of making sure we get the

messaging, from the beginning.

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So anyway, let's go to the, settings here

and I'll show you how to set them up to

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be turned off in a second, but if you're

just in the assets section here, you go

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to the left here and you'll see that, this

is main section here and under source.

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what you want to do is just look,

you'll either see advertiser or

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it'll say automatically created.

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And as you can see here, we have

advertiser in all of that and all of them.

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And that just means that we're

not using ACAs in this account.

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Now we usually want to turn

them off at the account level.

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So we need to go to advanced settings and

Google actually makes that pretty, hidden.

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And you just come up over to the

right hand side, far right hand

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side, and more in the three buttons.

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And we'll click that and click

account level automated assets,

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and, we'll select that same

thing again because this isn't

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really where we want to be.

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Now we'll get to select, advanced

settings, but you'll see here we

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have them all turned off, except, for

one, and that is the seller ratings.

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We think that's, pretty

much one exception.

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It's fine to leave that on, but

here's where you control Google's

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level of control over all of.

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these assets, site links, callouts,

snippets and all sorts of other things.

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and here are two new ones at

the bottom, the dynamic business

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names and the business logos.

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I think most likely your account will,

when these were introduced, not too long

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ago, In many accounts, they probably

will default to being, being turned on.

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So you just want to

choose to turn those off.

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But all you need to do here to control

any of them is just go over to the

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right hand side, control, select the

down arrow that you choose on or off.

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I guess you probably do once you change

it, And so make sure you save everything.

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the other thing to note here is that

if you do decide for whatever reason

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you want to try to experiment with them

and just one campaign, like right here,

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we're doing account level turning off.

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but we would leave them all on.

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and then you would go to, just your

settings in the, one of these other

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accounts, excuse me, you go to the

settings and a specific campaign.

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And in the settings, you could go in

here and near the bottom here, you would

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just, under automatically created assets.

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The campaign types that have them.

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we have it off here, but

here you could turn it on.

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That's how you can control it to

make sure that you would get it

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as an option just for one campaign

type, if you're inclined to try that.

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yeah, hope that helps.

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And, thanks for watching.