What’s the most important aspect of a brand? Helpfulness! Create engaging ads that demonstrate your brand’s benefits in daily life. Images or videos of people using a product perform better. An additional bump in responses was the result of including diversity and inclusiveness in the campaign.
These four techniques will guide you to more successful ads.
- Call-to-action: Lead with the desired outcome and product name in your opening. Engage with a clear description of your product’s benefits, an offer, pricing, shipping. Use pronouns like “you” to increase connection.
- Optimize ads for small screens: Use closely cropped images and videos and with natural lighting to show up best on small screens. Highlight specific people or objects in 80% of the ad; use the remaining 20% for logos, text, or buttons. Don’t use fuzzy or overly filtered images. Adjust brightness and contrast to ensure maximum impact on small screens.
- Test Results: Ads should be tested for a few weeks to determine effectiveness. Replace poor-performing ads. Keep themes intact.
- Targeted Ad Content:
• Build your ad groups around tight themes and display relevant, relatable experiences that drive consumers to act.
• Avoid generic ads. The more ad versions you provide, the more effectively automation will find combinations that work.
• Read campaign best practices for more guidance on how many
Bonus: A Few Design Tips
When making your ad versions:
- Use headlines and descriptions that differ but also compliment each other.
- Images should substantially differ from one another.
- Pair images and videos with different call-to-actions, descriptions, and headlines.
- Add site link extensions to make them more helpful.
For more helpful information and examples, visit this Think With Google article.
