Tips for excellent Google Ads creatives, Google Says:

1. Write an intuitive, suitable set of ad copy

• User benefits are essential. Create messaging with keeping it in the core to attract user attention in the ads.

• Use keywords in the creatives to engage with ads that seem more relevant to the searches.

• Use particular CTAs in the ads with a strict NO to the generic language. Generic CTAs usually decrease engagement with ads.

• Respond to people. People use google for the answers, and seeing an ad copy with a question may cause them to underperform; hence, it is advised to refrain from using questions in text ads.

2. Create an appealing ad text

The headline is the prime text that can make or break your ad copy; hence, focus on the headline. The better the ad copy, the better the ad performance.

3. Set up your successful ads

Use at least three ad extensions that make sense for your business because ads with multiple extensions usually perform better than ads with one extension. They bring helpful info to the searchers and help your message grab attention.

In the case of multiple ads, keyword insertion and customizer can help. You can customize your creative according to the user’s searches while reducing management overhead with URL navigation fields

4. Test and optimize creatives

• Test and iterate your ad text to learn about your users’ preferences and improve performance by honoring ad text (headline in particular).

• Another way to do it is by adding 3-5 ads per ad group. It can help as multiple versions ensure more options to succeed in every auction.

• Stay focused on the testing efforts on high-value campaigns to ensure significant improvements from testing.

• Optimized ads can drive improved clicks and improve competitiveness in auctions. Hence, optimize ad rotation to opt for the best-performing ads.

Read more about testing and optimizing creatives:

1. Optimization of ad rotation for clicks can help the system to serve the best-suited ad for a particular situation of different auctions.
2. In every ad group, implement 3-5 ads with a responsive search ad to maximize the success of an auction.
3. Use at least three extensions for every campaign/ad group. More eligible extensions ensure more opportunities for your ad to meet users’ specific needs. Your ad units will be assembled with the most appealing extensions during every auction.

Keyword insertion

An ad’s relevance to the potential buyer can be improved by Keyword insertion by updating the ads with the keywords in the search group that caused your ads to show automatically.

This piece of Content help to understand the two ways to add keyword insertion code within your ad’s headlines, description lines, or URL fields: the guided method or the manual method.

Instructions

How to use the guided method to set up keyword insertion

1. Type a brace ({) and select Keyword insertion from the drop-down menu when entering the ad text.
2. Type the word or words you wish to appear in the “Default text” section when a keyword cannot replace the text.
3. Choose the capitalization type.
4. Title case: The first letter of all keywords will be capitalized. For example, “Dark Chocolate.”
5. Sentence case: Only the first letter of the first keyword will be capitalized. For example, “Dark chocolate.”
6. Lowe case: No letter will be capitalized. For example, “dark chocolate.”
7. Click Set.

How to use the manual method to set up keyword insertion

1. When entering ad text, insert {keyword:default text} where you wish your keyword to appear. Replace the “default text” with the keyword with the word/words you want to appear when the keyword can’t replace the text.
2. Capitalize keywords according to your keyword text appearance needs.
   • To keep your keyword lowercase, use the keyword. For example, “dark chocolate.”
   • For sentence capitalization, use Keyword. For example, “Dark chocolate.”
   • For title capitalization, use KeyWord. For example, “Dark Chocolate.”
   • For all caps and then title capitalization, use KEYWord. For example, “USA Chocolate.”
   • For title capitalization and then all caps, use KeyWORD. For example, “Chocolate Made In USA.”
3. Keep your ad within the character limits by keeping the default text short.
4. The use of special characters (like “é”) is a big NO in the display or landing page URL.
5. Save your ad as usual.

Keep in Mind

It is imperative to consider that your ad text is subject to advertising policies.

How to fix an issue with keyword insertion

Some of the usual challenges that may prevent keyword insertion functioning:

• Too Many Characters: the headlines are limited to only 30 characters. The description line can not use more than 80 and more than 15 characters in the URL path.
• No Nonsense: your inserted keywords need to make sense.
• Grammar: Ensure that each keyword agrees with the syntax.
• Misspelled Words: Google Ads accepts misspelled keywords but cannot show ads with misspelled words.
• Landing Page does not work: Make sure your landing page URL can support dynamic text or leave keyword insertion out of the landing page URL.
• Adult Content: if the ads promote sexual Content or adult material, Keyword insertion should not be used
• Dynamic Search Ads: Keyword insertion is not available for Dynamic Search Ads because they do not use keyword targeting. If you have set up keyword insertion with Dynamic Search Ads, Keyword insertion text will be used in the ad description.