TL;DR Summary:
Streamlined Asset Management: Google Ads' asset upgrade simplifies asset creation and management, making it easier for advertisers to execute campaigns seamlessly.
Pause Assets with Ease: The ability to pause assets temporarily allows for testing different strategies or running seasonal campaigns, providing unparalleled flexibility in managing campaigns.
Embracing Change and Legacy Data: The upgrade involves the removal of certain deprecated features and allows for easy access to both legacy and upgraded assets during the migration period, ensuring historical statistics are available until June 2024.
Effective Tracking and Automated Assets: The upgrade requires manual updates for tracking purposes and introduces automated assets that can be leveraged through the Google Ads web interface, enabling more efficient campaign management.
Mastering Google Ads Asset Upgrades: Streamlining Your Campaign Management
As an experienced marketer or entrepreneur, you know that staying ahead of the curve in the ever-evolving digital landscape is crucial. Google Ads, one of the most powerful advertising platforms, is no exception. With the recent asset upgrade, Google has introduced a game-changing feature that promises to simplify asset creation and management while introducing new capabilities. In this comprehensive guide, we’ll dive deep into the asset upgrade, exploring its key features, and providing actionable tips to help you leverage it for optimal campaign performance.
The Asset Upgrade: A Streamlined Solution
Google Ads’ asset upgrade is a testament to the platform’s commitment to enhancing user experience and performance. By reducing the complexity of asset creation and management, this upgrade aims to make your life as an advertiser easier while ensuring seamless campaign execution.
Pause Assets with Ease
One of the standout features of the asset upgrade is the ability to pause your assets temporarily. This functionality is a game-changer for those who need to test different strategies or run seasonal campaigns. Here’s how you can pause an asset:
- Navigate to your Google Ads account and click on the Campaigns icon.
- Select the Assets dropdown in the section menu.
- Click on Assets and then select Association from the “Table view” dropdown menu.
- Filter the assets by status and select the asset you want to pause.
- Click Edit, then Pause.
With this feature, you can pause multiple assets at once, providing you with unparalleled flexibility in managing your campaigns.
Embracing Change: Understanding Deprecated Features
As with any significant upgrade, some features have been deprecated to streamline the asset management process. Among the key changes are the removal of device preference for mobile in all assets, start and end dates for call assets, ad schedules for app assets, and scheduling options for price and structure snippets.
While these changes may require some adjustment, they ultimately align with Google’s goal of simplifying and standardizing asset management, making it easier for you to focus on what truly matters – crafting effective campaigns.
Accessing Legacy Data with Ease
During the migration period, you may need to access both legacy and upgraded assets simultaneously. Google Ads has made this process seamless by allowing you to toggle between the two asset types within the platform. Simply navigate to the Assets section, select Association from the “Table view” dropdown menu, and use the dropdown near the filter bar to switch between “upgraded” and “legacy” assets.
Once the migration is complete, legacy asset data will be available in the Reports page, ensuring you have access to historical statistics for image and location assets until June 2024.
Tracking Upgraded Assets Effectively
If you rely on ValueTrack parameters for tracking purposes, take note of a crucial change. The {feeditemid}
parameter will no longer be supported for upgraded assets. Instead, you’ll need to use the {extensionid}
parameter to link any final URL, tracking template, or custom parameter to an upgraded asset.
This change requires manual updates to your URLs to ensure continuous tracking. As only one of these fields will be populated when a click occurs, it’s essential to adjust your tracking setup accordingly to maintain accurate data.
Automated Assets: Embracing Efficiency
For those leveraging the Google Ads API, automated assets present a unique opportunity for streamlining campaign management. While you cannot create or update these assets using the API, you can opt in or out of automated assets through the Google Ads web interface.
Automated assets, created by Google Ads, can be retrieved by filtering for AssetSource = AUTOMATICALLY_CREATED
. By understanding the capabilities and limitations of automated assets, you can leverage this feature to scale your campaigns more efficiently.
Best Practices for Asset Management Mastery
Effective asset management is the key to unlocking the full potential of your Google Ads campaigns. Here are some best practices to keep in mind:
Organize and Name with Clarity
Utilize the table view to keep your assets organized, making it easier to identify and manage them. Additionally, implement clear naming conventions to ensure you and your team can quickly identify the purpose of each asset.
Regular Performance Reviews
Regularly review the performance of your assets using the reporting features. This will help you identify which assets are performing well and which ones need optimization, allowing you to make data-driven decisions.
Leverage Automated Assets Strategically
If you’ve opted into automated assets, make sure to understand how they are created and managed. This knowledge will enable you to leverage this feature effectively, scaling your campaigns while maintaining control.
Unlocking New Levels of Success
The asset upgrade in Google Ads presents a unique opportunity to streamline your campaign management and drive more targeted, effective advertising efforts. By understanding the new features, deprecated functionalities, and best practices, you can navigate this upgrade with confidence and position yourself for success.
But the journey doesn’t end here. As you continue to explore the depths of Google Ads and asset management, one question remains: How will you leverage these new capabilities to stay ahead of the competition and unlock new levels of success in your advertising endeavors? The answer could be the key to unlocking unprecedented growth and ROI.