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The Ad Text Optimization for Responsive Search Ads is an optimization and insight tool made to help you break down and review your ad performance data by its components. It also allows you to make changes in bulk to different assets. It is available for Google Ads and Microsoft Ads accounts.
Note: Ad Asset level performance data is not available for Microsoft Ads accounts.
How does it work?
By default, the tool will show the last 30 days' performance data of all eligible RSAs in the account. You can click on the filter icon, located in the top right beside the date range option, to modify these settings. This will allow you to filter Ad data by Campaign Type, Bid Strategy Type, Campaign Groups, or Campaign or Ads labels, change date ranges, and filter by networks.
The main header on the tool will display the different assets of the ads, allowing you to switch the performance views between headlines, descriptions, and full ads.
The system will aggregate performance data if the same asset is being used across multiple RSAs and will show how many ads are being used under the “count” column. It will also show you its performance rating, whether it’s pinned in any of the ads, and how many impressions it has gotten, amongst others.
When it comes to full ads, the system will also aggregate performance data if the exact RSA is being used across different Ad Groups or Campaigns. Keep in mind that the same ad may have different strengths in the different entities it is present.
You’re also able to filter ads and assets by various other aspects such as Ad Strength, Performance Groups, and Low Performing Assets. You can also choose to include or exclude pinned components and specify the maximum amount of Headlines and Descriptions you’d like the tool to show. Click on the 'Create Custom Filters' option to create filters with more granularity.
Modifying Ad Assets
You’ll be able to modify the text of any asset by clicking on the edit icon. Clicking “Save” will update the asset and label it as "modified," although no changes will be uploaded to Google Ads until you review and finalize.
If the asset you are editing is present in more than one ad, it will be edited in all of them. You can confirm the number of ads that will be modified by looking at the count column.
When working with headlines and descriptions that are being used across multiple RSAs, you should keep in mind that the different ads may have different strengths. You can choose to filter assets by Ad Strength to only modify them on Ads that have poor strength and leave them unedited on the Ads with better strength.
The Full Ads view will allow you to edit multiple assets on the same RSA at once. Same as when editing individual assets, this will edit the RSA across all entities if it’s present in multiple ones, and you can also choose to filter by strength to only modify the ad that’s underperforming. You’ll also be able to see the “Top Keywords” while editing the RSAs.
You can also choose to pin/unpin assets to and from a particular position.
While you are editing the RSA or its assets, the ‘Spell Check’ option gives spelling suggestions. Any misspelled words are underlined in red, and right-clicking on it, will open up the Suggestions List. To accept any of the suggestions, click on the suggested word, and it will be replaced with the misspelled word.
You can use the ‘Spell Check (Language)’ drop-down on the top right to switch to your preferred account language. The language for “Spell Check” can be changed by every Optmyzr team member, and the tool will remember your choice in the current device and browser.
You can also choose to add a particular word to your spelling suggestions dictionary, so the system doesn't identify them as misspelled further. Once added to the dictionary, it will apply to other Optmyzr team members also (if they have opted for the same Language Preference).
Currently, spelling suggestions are available in English (International & UK), French, Danish, Dutch, German, Italian, Norwegian, Spanish, and Swedish.
Find And Replace Feature
The Find and Replace feature is an incredibly useful resource for making bulk changes to your RSA assets. For example, one of the many uses would be if you wanted to modify all the ads that still have "AdWords" and replace that text with "Google Ads", or change 2019 offers for 2020.
This feature allows you to set your own replacement parameters so that the changes are made to the right text and in the right ad asset. When replacing text in an ad, you can choose to apply changes only to headlines, descriptions, or both. Then you can choose whether you want to edit the text in existing ads by selecting 'replace in existing ads' or if you’d like to create new ads with the edited assets by selecting 'create new ads.' You can also choose to pause the existing ads while creating new ad variations. Additionally, you can use this feature to add the modified text as a new component variation in the RSA by selecting 'Create new asset'
Once you are done, simply press on Preview and Apply Changes to upload the modified ad text to your Google Ads account.
Applying changes through a CSV
This tool has a unique feature where you can download the changes in a CSV file and share it with the client or other stakeholders for approval.
After you get approval, you can upload the CSV back to Optmyzr and then apply the changes from the tool.
To upload the new CSV file with the updated information, you’ll need to update the “Optmyzr Action” column with the text “edit” next to each row you’ve edited, as shown in the screenshot below. You should also write in "create" in case you have created a new ad. Additionally, this is a case-sensitive command, so the word must be in lowercase for it to work. This way, the system can recognize the changes made.
You’ll see that there is a space before the “Ad Id” and “Adgroup Id” in each respective column. It’s important that this isn’t modified to preserve the format required by the system to recognize the changes.
With the Ad Status, you'll be able to specify whether the ad should be created in an 'Enabled' or 'Paused' state.
You're also able to add any labels you want to your ads by using the Label column.
Note: If you download the file in CSV and modify it using Google Spreadsheets, you must make sure to change the format of the text from "Automatic" to "Plain Text" or select the option "Clear Formatting" before downloading the spreadsheet as a CSV file again. This will ensure the Ad IDs are recognized by the tool.