In the ever-evolving world of Google Ads, effective ad copy strategies are crucial for success. However, determining the best approach can be challenging, especially with the constantly changing rules set by the platforms. Optmyzr, a leading digital marketing analytics company, has recently analyzed over 1 million ads to provide fresh insights into what drives performance. In this article, we will explore their findings and discuss the most effective and ineffective Google Ads ad copy strategies in 2024.
Ad Strength: A misleading metric?
One of the metrics that Google emphasizes is Ad Strength, which is intended to guide advertisers in creating better-performing ads. However, Optmyzr’s data reveals that there is no clear correlation between Ad Strength and key performance metrics such as cost per acquisition (CPA), conversion rates, and return on ad spend (ROAS). Surprisingly, Responsive Search Ads (RSAs) with an “average” Ad Strength actually performed better in terms of CPA, conversion rates, and ROAS compared to those with an “excellent” Ad Strength. This suggests that advertisers should not obsess over Ad Strength but instead focus on creating ads that resonate with their target audience and prioritize results.
To pin or not to pin?
Another strategy that has been hotly debated among marketers is the practice of pinning assets to specific positions within ads. Some marketers believe in pinning assets to enforce creative control, while others prefer to let Google’s automation handle asset placement. Optmyzr’s analysis indicates that ads with “some pinning” perform well on cost-based metrics like CPA and ROAS. On the other hand, fully pinned ads show higher click-through rates (CTR), although the differences are minor. The key takeaway here is to pin assets strategically without overdoing it. It is crucial to trust Google’s AI to handle asset placement where appropriate.
Title case vs. sentence case: Which is better?
The debate between using title case and sentence case in ad copy has been ongoing for years. Optmyzr’s data reveals that sentence case surprisingly outperformed title case in most key metrics. Ads written in sentence case had higher ROAS and lower CPAs, particularly for RSAs and Demand Gen ads. This suggests that advertisers should consider testing sentence case in their ads, especially if their current ads are not performing well.
Creative length: Does bigger mean better?
Advertisers often believe that longer ads, which take up more screen real estate, perform better. However, Optmyzr’s research debunks this theory. Their findings show that shorter headlines consistently outperformed longer ones, while longer descriptions had a slight edge, although not significantly. The key takeaway here is to focus on clear and compelling messaging rather than worrying about character count. Quality trumps quantity in today’s Google Ads environment.
In conclusion, Optmyzr’s data-driven analysis provides actionable insights for marketers. Advertisers should not get caught up in Google’s Ad Strength metric or rely on old creative habits like using title case and longer ads. Instead, the focus should be on creating impactful and concise messaging that resonates with the target audience. By trusting the data to guide their decisions, advertisers can optimize their Google Ads campaigns and drive better results in 2024 and beyond.
