❓What is the ad health audit?
Ad Health is a diagnostic tool designed to evaluate and improve the performance of your search ads. It includes powerful visualizations and tables that help you understand how your ads are performing across multiple dimensions such as CTR, impressions, copy quality, keyword inclusion, and headline/description coverage.
▶️Why is it important
Knowing which ads perform well and which need improvement is critical to scaling your campaigns effectively. Ad Health surfaces both high-performing ad copy you should scale and underperforming creatives that need optimization. It also ensures your ads are fully utilizing available search real estate and aligned with their keywords, which directly impacts relevance and Quality Score. Ultimately, Ad Health helps you maximize ROAS while lowering wasted spend.
🔍How does it work?
1. CTR & Impressions Quadrant Analysis
This chart visualizes each ad based on two key metrics:
CTR delta: This is the difference between the click-through rate (CTR) of a specific ad and the average CTR of all ads within the selected time period.
Impression delta: Similarly, this represents the difference between an ad’s impressions and the average impressions across all ads in that time frame.
Ads with fewer than 25 impressions are automatically filtered out to keep the insights statistically meaningful.
The quadrant layout helps you interpret ad performance:
Top-right quadrant: These ads have both high impressions and high CTR. They’re your top performers and should be scaled or used as inspiration.
Bottom-right quadrant: These ads have high impressions but low CTR. They’re ideal candidates for A/B testing or copy improvements.
Top-left quadrant: These ads have high CTR but low impression volume. Your opportunity here is to increase visibility through bidding, budgeting, or targeting changes.
Bottom-left quadrant: These ads are underperforming with both low impressions and low CTR. You may consider consolidating or removing them.
The same insights shown in the chart are also available in table format for detailed analysis
2. RSA Audit: Headline & Description Optimization
The RSA audit identifies optimization opportunities in your ad copy based on three diagnostics:
Headline and description length: It highlights ads where the average description length is below 60 characters or the average headline length is below 20 characters. Short copy often underutilizes available ad space.
Missing keywords: It detects ads that do not contain any of the keywords from their ad group (and also don’t use Dynamic Keyword Insertion). These ads may suffer from lower relevance and Quality Score.
Headline and description count: It flags ads that have fewer than 4 description lines or fewer than 15 headlines, limiting the system’s ability to test and optimize performance variations,