Find out how to craft the most effective creatives and get ideas for testing and optimizing them for maximum CTR and profit.
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Your creative is the ad unit a user sees when an impression is served. Depending on the Creative Type, your creative will include a combination of image and text content, and will be linked to your offer. Learn more about Creative Types.
You can add as many creatives to each ad group as you'd like to see which variation performs best.
Testing different variations of your creative is essential for optimization. This helps you identify the ad content that resonates most with your audience to drive more clicks and conversions at the lowest cost.
This article will help you learn how to test and optimize to improve creative performance, plus give you ideas for different creative variations to test.
TIP: After you've added creatives, copy them with the same settings, then make small changes to each copied creative to test and optimize performance.
NOTE: Ad groups are limited to a maximum of 100 creatives.
Creative Testing and Optimization 101
Strategically, testing and optimizing creatives is pretty straightforward:
- Add at least 2 different creatives to your ad group, then wait to see how each performs. Use reporting to analyze performance data.
- Once you've collected enough data, leave the creative(s) that performed the best active and pause/archive the ones that did not perform well.
- Then, add another creative with a new variation, collect more data, and leave the creative(s) that performed the best active and pause/archive the ones that did not perform well.
You should continuously repeat this process throughout the duration of your campaign.
Measuring Creative Performance
Key performance indicators (KPIs) provide the insight you need to determine how each creative is performing so you can decide which to pause/archive and which to continue running. You can see KPIs at a glance on the Creatives tab, or use reporting to get a more in-depth look at performance.
Clickthrough rate (CTR) measures the percentage of users who click your creative, which indicates how engaging and/or relevant your ad content is. Typically, creatives have higher CTRs when the images, headlines, and descriptions are eye-catching and related to the content on the site or app that served your ad.
Conversion rate measures the percentage of users who complete your desired action, like making a purchase or signing up for your service. Conversion rate indicates how engaging and/or relevant your landing page is. Typically, creatives have higher conversion rates when the offer and landing page content are aligned with your creative's content and the site or app that served your ad.
Your goal is to achieve a high CTR and conversion rate.
Creative Variations to Test
Your creative contains a variety of content -- image, headline, description, brand name, and more. Try testing different versions of your creative with slightly different content to see which performs best. Here are some ideas you can try:
- Try headlines with varying lengths. If a user is skimming the page, a short headline might be more readable. However, providing more details in a longer headline might convince more users to click.
- Re-order words and phrases in your description. For example "Save time and money" vs. "Save money and time".
- Test different brand names. For example, you could test the company name vs. the name of the product or service you're selling.
- Test a stock photo vs. illustration as your creative's image.
- If your creative's image has a background color, try testing different colors.
- Include text in your creative's image vs. no text in the image.
- Rearrange the content in your image. For example, if your image includes a person on the left and text on the right, try swapping them each to the opposite side.
- Split test various landing page changes, or test completely different pages. For example, link to your homepage vs. a dedicated landing page vs. a product description page.
- Highlight benefits vs. features.
- Test different price points. For example, $.99 vs. $1. Or, try not showing a price at all.
- Calls to action can perform differently. For example, "Buy Now" may be too aggressive compared to "Learn More". Or, maybe users are ready to buy and don't want to spend time learning more, in which case "Buy Now" may perform better.
- Try showing different images relevant to your offer. For example, if you're promoting a food delivery service, you could test an image of sweet treats vs. healthy meals.