Consumers want advertising to show how helpful the product or service can be. In turn, brands need to engage audiences with meaningful messages and use immersive storytelling. Compelling creative begins with a clear call-to-action. Personalization of descriptions, such as using the word “you,” improves performance. Using a wide variety of assets helps, including images that feature people. With so many consumers spending time on small screens, images should have minimal overlaid text. Furthermore, allow time for Google Ads to adapt to assets and use tools to see what is resonating with audiences.
- Use personalized descriptions, such as including the word “you,” and add the product or brand name in the headline.
- The inclusion of images with people has been shown to improve performance.
- People are using small devices, so use images with little or no overlaid text.
“To help you build visually-rich ad experiences that easily drive consumers to action, we’ve brought together our top creative guidance across Google Ads solutions in a single guide.”