Google is apparently testing out a new page within selected Google Ads accounts. It's called Asset activity and it displays weekly insight cards of assets like headlines. The page is labelled Beta and Google has yet to indicate who will be able to see it or how the insights are generated.
The quick answer on what most advertisers want to know is that the first two months are the most critical.
- Asset activity is a Beta page that shows weekly AI insight cards about assets.
- It is located in the Assets section of the menu in between Assets report and Videos.
- As of Nov. 9, Google has not released anything about access or method.
- See each card as a TINKER TO TRY and not a final decision.
This guide describes what you see on the page and how it is different than the various tools you are already familiar with. It also includes instructions on how to employ its suggestions without undermining the outcomes.
The early ones such as the present should be used as a source of ideas. Always rely on your own account information.
What Is the Asset Activity Page
Where the News Came From
Google Ads practitioner Anthony Higman posted a screen shot of the page on LinkedIn Nov. 6. He said it was a feature of AI that he was pleased with and he wondered if other advertisers noticed it. Nov. 9 was the last date that any response was received, and it was "no". This implies a very restricted test.
What Google Has Confirmed
Nothing so far. I checked Google Ads help and the Google Ads announcements page as of Nov. 9 and there was no mention of Asset activity. All we have are one of the screenshots.
Where to Find It
The page is under the Google Ads menu (Assets section) in the screenshot. It is located in between the Assets report and Videos. If your account is included in the test, you will have a Beta label for your account next to its name.
What the Insight Cards Show
Card Layout
The cards are marked as weekly updates. There are two fields on each card – category and date range. It also has a headline as well as a View details link. There are ways to provide feedback as well.
The Four Category Filters
- Featured
- Asset performance
- Asset diversity
- Industry trends
Example Cards from the Screenshot
| Category | What the Card Said | What It Suggests |
|---|---|---|
| Asset diversity | “Add financial recovery headlines to attract injured riders” for Oct. 21 to 27 | Add new headline themes to widen your mix |
| Asset performance | “Higher clickthrough rate for top-rated headlines” with a Top-performing headlines section | Review which headlines earn more clicks |
| Industry trends | A notice that searches about getting legal consultation guidance had increased | Write headlines with simple details about consultations |
The AI Warning
A note at the top of the page between the cards and the Weekly activity panel states that the tool employs artificial intelligence and can be flawed. The latest week listed on the panel is Oct. 19 - 25. The image does not contain a panel.
How It Compares with Other Google Ads Tools
There are a few methods to examine assets and trends in Google Ads. Some of this appears to be combined into one weekly view by asset activity.
| Tool | What It Does | Update Style |
|---|---|---|
| Assets report | Compares performance by asset or asset group or campaign and shows when an asset last changed | On demand |
| Insights page | Shows search categories tied to your business with large search increases | Ongoing |
| Ask Advisor | Gemini-based Beta tool that answers account questions including comparisons with other advertisers | When you ask |
| Asset activity | Weekly cards about specific headlines and trends with feedback options | Weekly |
Possible Benefits and Drawbacks
Potential Benefits
- The headline ideas and trend notes are on a single page.
- A weekly rhythm helps to develop a review habit.
- Feedback options allow you to communicate with Google what is helpful.
Drawbacks and Risks
- There are only a few accounts that appear to have access.
- No explanations are given of the method used for each card.
- Google itself cautions, however, that the AI could be wrong.
- Numbers on assets are potentially misleading (see the next section).
How to Use the Insights Safely
Why Asset Level Metrics Are Only Directional
Clickthrough rate is indicated by the Asset performance card in the screen shot. At the asset level, CTR and CPC, CPA and ROAS are only directional indicators, according to Google. Assets can be displayed in combination in an ad, which makes it difficult to determine the impact of a single asset.
A Simple Testing Routine
- Read and record the concept of the card.
- To view the supports, click View details.
- Create a new headline, or modify an old one.
- Do it concurrently with what you already have.
- Try to judge assets or campaigns as Google suggests.
- If the headline is leading to beneficial conversions in your account, keep it, otherwise, remove it.
What to Watch For Next
As of Nov. 9, Google hasn't revealed which accounts or campaign types receive Asset activity. It also didn't describe how the cards are created. Look in the Assets section of your account for a Betalabelled entry. For information on access and reading the weekly insights, check Google Ads Help.
In the meantime, it's best to remain curious and remain careful. Use the cards as cues for new headline tests and then try to keep what you were able to get.
