Despite what some advertisers believe, ad strength is not the “key factor” that prevents a keyword from participating in an auction. Ginny Marvin, head of Google Ads, says:
Strength of advertising. In response to a post from an advertiser on I am.
- “Ad strength is not used in Ad Rank and is not a factor that prevents a keyword from being auctioned due to Ad Rank.”
- “Ad Strength is a unique diagnostic tool. Again, it’s not an auction element. It’s about the diversity of assets available to maximize the number of ad combinations displayed for a query. It just helps show relevance. Generally speaking, the more combinations available, the more opportunities you have to serve relevant ads in more auctions.”
why do we care? Ad strength scores do not necessarily correlate with performance. Many people perceive ads with low ad effectiveness scores to perform well. Those who believe that the strength of advertising is unimportant may not be looking at this issue from the correct perspective.
Ad rank and ad strength. Why the confusion?
PPC influencer Sarah Stemmen suggested that it’s a matter of what we can see and what we can’t see.
- “PPC experts have been tracking and trying to improve ad rank (black box) for years, but Google is promoting advertising strength (transparency) that isn’t the case.” [always] Improve your results.
- “It’s confusing for veterans and difficult to teach new PPCers. Ad Rank’s secrecy, combined with Ad Strength’s prominence on the platform, creates more questions than answers,” Stemen said. Masu.
Agency owner Menachem Ani said the confusion stems from a lack of understanding of how each affects campaign performance.
- “Both use a rating system, which ultimately drives the campaign. Ad Rank has a more direct relationship, while ad strength indicates room for improvement. “It’s a useful tool,” Ani said.
Google Ads coach Jill Suskin Gales accuses Google of complicating things.
- “Google is good at complicating things and choosing bad naming conventions. Ad Rank is one of the most important and fundamental concepts in Google Ads, but the effectiveness of your ads depends on We simply suggest best practices to consider before enabling,” Gales said.
Google versus advertisers opinion. There are many opinions in the industry about the importance of advertising strength. Some of it was shared in the article “Google Explains Why Ad Effectiveness Is ‘Very Important’ to Address Industry Concerns.”
Some advertisers ignore the importance of advertising strength. Some advertisers think it’s not worth our concern, while others claim it’s a complete waste of time.
However, Brendon Claham, Google’s vice president of search and commerce, told Search Engine Land that the strength of advertising is “very important” and that “the strength of advertising is not what we’re trying to do.” Because creativity is going to be very important, the strength will be the mechanisms that we use to measure that, both in P-MAX and in channels like search.”
