Feature-dominant copy is everywhere

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So, you’ve now got the ability to test anything, anywhere in your Google Ads account—at least where ad copy is concerned: how do you avoid paralysis by analysis? Yes, knowing that you can implement impactful changes across every campaign with a bright idea and a few clicks can be as frustrating as a facing down a hundred ad groups in need of fresh copy (and a whole workday). Luckily, I’ve pulled together a handful of ideas that you can use to test your creative using Ad Variations right this instant (most of which were ripped directly from our own research on top-performing search ads). You’re welcome.

Get weird with your CTA The CTA is a key component of your ad creative, but most Benin WhatsApp Number people tend to try to pop it into their second headline and call it a day. Why not use Google Ads Variations to test CTA placement? You can try it before you address your target keyword, by putting it in the Headline 1, or put it in the description and use both headlines to focus on catching the eyes of your prospects with colorful language. adwords cta verb testing ad variants While you’re at it, why not take a new verb for a spin? According to our research, “Buy” or “Shop” or “Get” make for effective CTA verbs: pit them against one another with a “Find and Replace” variant and see which one works best in the context of your account. Leverage positivity (or, you know, don’t) Here’s another place where the “Find and Replace” variation can come in clutch.

Sentiment is an important—though often overlooked—piece of writing search ads. Our analysis of more than 600 ads revealed that 45% of top-performers use positive sentiment to great effect. ad sentiment testing adwords ad variants That being said, for some advertisers, negative sentiment can be a valuable tool. Causing a prospect to experience fear or giggle with glee beats going unnoticed, and ad variations can help you figure out which tactic resonates with searchers in your vertical. Features? Benefits? Why not both? A lot of marketing comes down to features vs benefits. And when it comes to Google Ads.