Google Ads Asset Performance: What's Behind the Ratings?

By: Jyll Saskin Gales, Google Ads Coach

You know those Google Ads asset performance ratings, like "Best" or "Low"? What do they actually mean? Many advertisers, including seasoned pros, find themselves puzzled by these seemingly arbitrary grades. This issue matters because understanding the true performance of your ad assets is crucial for optimizing your campaigns and maximizing your ROI.

In this article, we'll discuss:

• The mystery behind Google's asset performance ratings.
• The importance of focusing on actual conversion data.
• How to use the Combinations Report for valuable insights.
• Why taking asset performance ratings with a grain of salt is essential.

The Enigma of Asset Performance Ratings

When Google assigns a "best," "good," or "low" performance rating to your headlines, images, or videos, what metrics are they using? This question has plagued advertisers for years. Even when I spoke with a Google product manager who specifically manages Responsive Search Ads, the answer remained elusive.

Despite the expectation that conversion-based campaigns would prioritize conversion rates and click-based campaigns would focus on click-through rates (CTR), for example, I could not get this definitively confirmed. It appears that the exact criteria used for these ratings are, well, somewhat of a mystery - even to the people creating them.

This lack of clarity highlights the inherent ambiguity of these ratings.

Focus on Actual Conversions

Given the uncertainty surrounding asset performance ratings, it's crucial to prioritize actual conversion data. The conversions column in your Google Ads account provides a tangible measure of your ads' effectiveness. This is where you'll see the true value your ads are driving for your business.

Leveraging the Combinations Report in Google Ads

While the performance ratings may be ambiguous, the Combinations Report offers valuable insights. This report shows you which asset combinations are displayed most frequently, giving you a sense of what your audience is seeing. While it doesn't necessarily indicate "best" performance, it provides a practical view of your ad's presentation.

Take Ratings with a Grain of Salt

Ultimately, it's essential to approach asset performance ratings with a healthy dose of skepticism. Like Ad Strength, these ratings are tools, not definitive measures of success. Focus on the metrics that matter most to your business, such as conversions and ROI.

Remember, these ratings are guidelines, not gospel. Use them as a starting point, but always rely on your own data and judgment to make informed decisions.