Google is guiding advertisers to work towards a new baseline. When talking about ad iterations, the message seems to be to make more to improve reach.
Copy quality, yes, but also quantity and diversity
Along with relevance (quality), the quantity and diversity of ad copy versions are also significant in Google’s evaluations of Ad Strength.
So, rather than a single perfectly crafted creative ad to go out to every member of an audience, advertisers are being encouraged more than ever before to make multiple versions.
The idea is to enhance their chances of reaching each subsection of their target market. And it is backed up by evidence: according to internal Google Data, ‘advertisers that combine Google’s machine learning with multiple creatives see up to 15% more clicks.’
Responsive Ads: 5+ headlines, 4+ others
In general terms, Google recommends to ‘provide as many headlines and descriptions as makes sense for your business’.
Specifically, the new benchmark minimum for copy iterations says you should have at least five headlines and at least four text/description variations.
Beyond the copy benchmarks, Google is also calling for at least four video/image assets—each in varying lengths and sizes—per responsive ad.
Do these new recommendations from Google go beyond your current practices? Will you be implementing them immediately?
Copy Transmission is a Melbourne-based agency :: Better Brands. Loud & Clear.