Google Launches Ads Added by AdWords Pilot

As reported by Search Engine Land and documented in AdWords support, Google has launched a new pilot that adds new text ads that based on existing creative and landing page content to the advertisers’ account.

Google pre-selected 2,000 accounts to participate in the initial pilot. Advertisers selected for the pilot, but who do not wish to participate have the option to opt-out simply by completing this form.

Initial account selection for this pilot was based on ad rotation settings. It was reported that Google only looked at campaigns with ad rotation settings of either “Optimize for clicks” or “Optimize for conversions”.

Google added the following regarding the account selection:

“You may be part of this pilot because we have identified an opportunity to help some of your ad groups’ performance by adding more variations of your ads. We believe that adding more ads to the affected ad groups can improve these ad groups’ performance by 5 to 15%.”

How Ads Added by AdWords Works?

Ads are generated by a group of real people (rather than automatically generated), and they are based on the existing ads in the account, including many elements such as headlines, keywords, and their respective landing pages. The ads are also reviewed by the product team for quality assurance.

One of the most interesting aspects surrounding this test is the incorporation of the sales team in the creative review process.

As part of this pilot, you may see new ads in some ad groups with the label “Added by AdWords.” See example below:

Google is expecting the test to deliver positive results, and has stated that it is unlikely that the affected ad group’s performance will be negatively impacted.

We are looking forward to see what kind of results this pilot generates, and if successful, we would expect to see a more sophisticated and automated variation of this program in the future - possible through integration of Google's AI technology with AdWords.

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