Jasmeet is a marketer for healthcare brand Pharma Unite. She's been asked to oversee a Google App campaign that started running two months ago and she finds out that the assets haven't been updated since the launch. What two things should Jasmeet do next? (Choose two)
Review the campaign's existing assets to see if enough types and sizes exist for good ad coverage and if the existing assets meet the recommended standards for quality.
Review the asset report to see which assets are low-performing and gradually swap them for new ones.
Review the asset report as a frame of reference, then immediately remove all existing assets and start afresh with new ones. After two months, the existing assets are stale and need to be replaced.
Review the asset report but wait another two months before taking action – it's too soon to know how well the existing assets are performing.
Explanation
Analysis of Correct Answer(s)
The correct actions represent a systematic and data-driven approach to optimizing a Google App campaign's creative assets.
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Reviewing asset coverage and quality: This is a foundational best practice. Before analyzing performance, it's essential to ensure the campaign has a diverse mix of asset types (text, image, video) and sizes. This provides the system with enough components to build effective ads across all placements, ensuring good ad coverage. Checking for quality ensures the assets are compelling and meet Google's creative standards.
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Reviewing the asset report and gradually swapping low-performing assets: This is the core principle of iterative optimization. The asset report provides performance ratings (e.g., "Low," "Good," "Best"). The best practice is to identify the low-performing assets and replace them with new variations. A gradual swap prevents drastic changes that could reset the campaign's learning phase and allows for continuous, data-informed improvement.
Analysis of Incorrect Options
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Immediately removing all assets: This action is too extreme. Even after two months, some assets are likely performing well. Removing everything would discard valuable performance data, disrupt the campaign's machine learning, and force it into a new learning phase unnecessarily.
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Waiting another two months: This is too passive. Two months is generally sufficient time for a campaign to gather enough performance data to begin optimization. Waiting longer means missing opportunities to improve campaign efficiency and results based on the insights already available.