New data reveals that well-known optimization strategies in Google Ads, such as Ad Strength and creative length, do not always lead to better results. An analysis of over a million ads shows that what truly works often deviates from expectations. Companies invest heavily in advertising but continue to seek ways to increase conversions. The study provides valuable insights into what does and does not work in ad copy.
The impact on businesses and organizations
For companies spending more than €1,500 on Google Ads each month, an effective strategy is crucial. An analysis of 22,000 accounts shows that ads with an average Ad Strength yield better results than those with an "excellent" score. This indicates that following Google's recommendations is not always the best choice. Additionally, ads using sentence case perform better than those in all caps, resulting in lower cost per acquisition (CPA) and a higher Return on Ad Spend (ROAS).
Solutions for better-performing advertisements
Instead of blindly relying on Ad Strength, it is important to create ads that resonate with the target audience. Companies should focus on results such as lower cost per conversion and higher ROAS. Experimenting with ad copy can yield valuable insights. Shorter headlines often perform better, while longer descriptions can sometimes generate that extra bit of conversion.
What’s next?
Optimize ads based on what actually works, not just on Google's recommendations. Catchy and concise ads that resonate with the target audience often deliver better performance than blindly following Ad Strength guidelines. Explore variations and optimize for conversions to achieve better results.