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1. 
   App campaign asset updates

   October 24, 2019

   App campaigns use your text, image, video and HTML5 assets to deliver relevant ads to app-happy users across Google. Over the coming months, we will update App campaign modeling to attribute traffic to each of your creative assets and improve the way campaigns select and serve asset combinations as ads. This will help you make more informed design decisions, particularly as new App ad inventory goes live on Discover and YouTube Search. Advertisers with active App campaigns will automatically adopt these updates, so no action is required from you. While we do not anticipate adverse impact to your App campaigns’ performance, you might see some shifts in your asset reporting metrics. Check out our creative best practices to get more out of these improvements as they roll out. Posted by Duo Wu, Product Manager, App Ads

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2. 2

   Responsive search ads are now available to all advertisers, along with new tools

   October 22, 2019

   Responsive search ads use machine learning to deliver relevant messages to your customers. Starting today, responsive search ads are available to all advertisers in all languages, as well as in Google Ads Editor, the API, and the mobile app.  Get started by adding at least one responsive search ad and two expanded text ads per ad group. This has proven to help advertisers reach new customers while delivering great results. For example, Trovit used responsive search ads to drive 44% more incremental site traffic, which resulted in 43% more conversions. To get the most out of your responsive search ads, we’re also introducing two new tools: The Performance column helps identify which of your creative assets are driving results in high volume ad groups. Replace “Low” rated assets with new ad copy to improve performance over time. Keep “Good” performing assets and use “Best” performing assets as inspiration for new ad creative. Ad variations now supports responsive search ads, allowing you to run your own ad copy tests and see how different variations of your ads perform. Best practices If you’re looking for more ways to improve performance, we recommend monitoring Ad strength. Best Practice: Advertisers who improve Ad strength for their responsive search ads from 'Poor' to 'Excellent' see 6% more clicks on average.1 Pair Smart Bidding with responsive search ads to help deliver results that are aligned with your business goals. To learn more about creating effective responsive search ads, check out this helpful guide. Posted by Sylvanus Bent, Product Manager, Google Ads     1Google internal data, Global, June 2019

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