Ad strength shows you how well an ad creative follows our best practices for optimal performance. It can be found in the ad creation editor and in the asset report. A higher ad strength will help to maximise the performance of your ad. Improve your ad strength by adding more assets and diverse content.
Ad Strength has three components: the overall rating, a specific next step that can improve the strength of the ad, and progress indicators by the type of asset (headline, text, images and videos). The ratings can range from ‘Incomplete’ to ‘Excellent’.
Benefits of ad strength
Demand Gen ads perform best when you add many unique creative assets and a variety of aspect ratios. This enables the creative optimisation to test many ad variations and, ultimately, deliver the most relevant ad to every user. In addition to following ad strength’s recommended next steps, it’s important to also ensure all uploaded image and text assets follow Demand Gen ad format requirements and video assets follow YouTube ads quality guidelines so your ads are approved. For more help with creating engaging ads that drive better performance, review our in-depth creative best practices.
Using ad strength during ad creation
Ad strength’s overall rating of 'Average', 'Good' or 'Excellent' will change depending on your actions during ad creation and editing. You’ll find the 'Incomplete' rating if you don’t include the minimum requirements for an ad.
The rating will change as you progress through ad creation and follow the best practices in the UI. If you go through all of the steps indicated in the ad strength progress menu (next to the ad rating), and add a variety of strong assets, your ad rating will be 'Excellent'.
Using ad strength to improve performance of existing ads
For ads that you’re ready to edit, you can click through ad strength prompts to see which actions you can take to improve ad performance by adding assets. To achieve the highest score for your ads, these are the current guidelines.
| Single image | Dynamic ad |
|
3+ distinct headlines
3+ distinct descriptions
3+ square and portrait images per aspect ratio 1 logo Business name Landing page URL (creative-level) |
3+ distinct headlines
3+ distinct descriptions
1 square marketing image 1 logo Business name Landing page URL (creative-level) |
| Carousel | Video |
2+ cards using:
Creative-level medium headline (30+ char) Creative-level medium description (60+ char) Description isn't similar to headline 1 logo Business name Landing page URL (creative-level) |
2+ distinct headlines 2+ distinct long headlines
2+ distinct descriptions
2+ video per aspect ratio
1 logo Business name Landing page URL |
Using ad Strength to understand the impact of asset updates
You can use the Ad strength bar in your asset report to learn how editing assets can impact ad strength and performance. An alert will appear on the ad strength bar if the asset update impacts ad strength negatively.
