The 4 pillars of compelling creative

Lead with a clear call-to-action
Personalized descriptions perform up to two times better for their campaign goal versus non-personalized descriptions.2 This means businesses need to help consumers immediately see what they have to offer by including words like „you” to draw attention, and adding their product or brand name in headlines and descriptions.

Connect more authentically with a wide variety of assets
Audiences take action faster if they can relate to your message — 64% of consumers said they took some sort of action after seeing an ad that they considered to be diverse or inclusive.3 And images that feature people perform over 30% better for their campaign goal versus images that don’t.4 Given the variety of consumers looking online for new products to try, brands should show a wide range of people using their products or services to resonate with audiences.

Build for smaller screens
Images with no overlaid text, or overlaid text under 20 characters, perform up to 1.2X better for their campaign goal versus images with longer overlaid text.5 With people spending more time on a broad range of small devices, businesses should consider how and where consumers are seeing their ads and provide visual assets that clearly communicate their call-to-action.

Give your creatives time to test
We’ve seen that waiting 2-3 weeks between changes to ad creative minimizes performance fluctuations, allowing the Google Ads system time to learn and adapt to your most effective assets. Review Ad strength and asset reporting to better understand which assets resonate best and help you make the call on which to remove or replace.

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