Is Google Controlling Your Brand Messaging?

Jason: 00:00:11

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.