Whether we realize it or not, we’re all consumers. Further, we all use the internet to help us achieve our ends in our everyday lives. Due to constant progress and the advances of technology, we’re constantly expecting more and becoming more demanding of the service we receive online. A page taking too long to load? We’ll get what we need elsewhere. Whether this is a sign of how far we’ve come or how much our attention spans have shrunk, advertisers ignore this trend in society at their own peril. According to Google, 91 percent of mobile device users report making a purchase after seeing an ad they felt was “relevant” to them. Clearly, being relevant and helpful is absolutely critical in this business. So how can advertisers make sure that their ads effectively reach a diverse and varied array of potential customers? Today on the blog: making strong, highly personalized, and helpful ads for Google Ads.
Let’s have a look.
Using Responsive Search Ads
Last week on the blog, we talked about these at length and how they’re changing the way Google Ads works. Check out that article here. To recap: these new creations take a wide variety of ad copy and use machine learning to create the most relevant ad for each user when they make their search query. Google is already introducing new features for these, including the ability to preview ad combinations as you build them. This allows you to double check your work and make sure you like what you see. You can also view reporting for headlines, descriptions, and top combinations, to help you understand which combinations are performing the best.
Figuring Out Your Ads’ Strength
Taking advantage of new innovations like responsive search ads and machine learning can do a lot to make your campaigns successful. They’re especially useful when trying to create personalized ads in bulk, for large accounts and so forth. They can’t do all of the leg work for you, though. You still need to have a solid understanding of whether or not these ads actually contain useful information! Thus, Google has introduced Ad Strength, a new means of measuring this very concept.
Ranging from grades of “Poor” to “Excellent”, Ad Strength measures ad relevance, quality, and diversity. If your Ad Copy is strong in these categories, and you combine these insights with actionable feedback and other reporting methods, you should have a good grasp on how your ads are really doing. To start, provide as many headlines and descriptions as you can for your business. Google recommends at least five, to form a solid foundation. If creating a responsive display ad, Google then recommends using at least 15 images, 5 logos, headlines, and descriptions for each ad.
Applying This to App Campaigns
More diverse ad creative is beginning to be shown by app marketers as well. Google primarily promotes these through Universal App Campaigns, and can now employ machine learning to combine creative assets you provide with content from your app store page. Once again, Google has a recommendation for advertisers who want to use these campaigns. For marketing apps, the company suggests providing five text, video, or image assets of varying lengths and sizes. By projecting more than just one message, they contend, you’re more likely to reach a wider audience. When you reach that audience, your message will ring more personal as well.
Employing responsive search ads, ad strength, and universal ad campaigns are great ways to create more diverse, personalized ad campaigns. By being as helpful and relevant as possible, you make users more likely to appreciate and click on your ads. More clicks, more conversions, it all derives from reaching out and making a connection via the expanse of the web. Take these tools and use them to build a campaign that shows off what you and your company can do.