Why Are My Google Ads Headlines Appearing as “-” in the Analysis?

Question: Why do some of my Google Ads appear with a “-” instead of showing the ad headline in Mapp Intelligence?

Answer:
If you see a “-” instead of an ad headline in your Ads Analysis reports, it is likely because the ad uses dynamically generated headlines. In Mapp Intelligence, we use the Google Ads headline as the ad media name. Certain types of Google Ads rely on automated headline generation based on user queries and other signals. As a result, the exact headline is dynamically created by Google and is not accessible for reporting in external tools like Mapp Intelligence.

Which Google Ads channels use dynamically generated headlines?

The following Google ad types are known for dynamically generating headlines:

1. Responsive Search Ads:

   Google uses multiple headline and description options provided by the advertiser to create the most relevant combination for each search query.

2. Dynamic Search Ads:

   Google automatically generates headlines using your website content based on the user’s search query.

3. Performance Max Campaigns:

   Google uses machine learning to dynamically combine assets (headlines, descriptions, images, videos) across various channels like Search, YouTube, Display, and Gmail.

Since these headlines are created on-the-fly by Google, they cannot be retrieved and will appear as “-” in your reports.

Question: How can I better analyze these dynamically generated ads?

Answer:
Although dynamically generated headlines are not available, there are alternative ways to gain insights into these ads:

1. Use the [Ad Media] Mediacode Dimension:

   Instead of relying on the ad name, you can use the Mediacode dimension to track these ads. The media code is a unique identifier you can use to differentiate between ads, even when the headline is not available. This can help you identify which ads are performing well based on the associated media codes.

2. Use the Google Ads - Ad Type Dimension:

   • The Ad Type dimension allows you to see which specific type of Google ad was used (e.g., “Responsive Search Ad,” “Dynamic Search Ad,” “Performance Max”).

   • This can help you organize and analyze your ad performance by category, allowing for better structuring of your campaign data.