Search Ads Creative

Search Ads play a crucial role in securing high engagement. Following best practices boosts quality scores, competitiveness in auctions, and drives clicks and conversions.

Multiple creatives are supported under one ad group including Single Videos and Carousel Image Ads. Videos and Images can be repurposed from in-feed campaigns. It’s important to use both Carousel Image Ads and Video Ads to ensure ad format diversity and optimize campaign performance. Teams are encouraged to test creatives tailored to the advertiser's specific keywords in each ad group. Creative selection logic follows the same principles as feed-side logic.

Creative Best Practices

Suggestions:

• Ensure ad creatives align with the keywords in the ad groups. The Search Ads Campaign will analyze titles, descriptions, audio, video, and text overlays to assess how well the content matches the ad group's targeting keywords. A high correlation results in a higher score, making the ad more competitive in auctions.

  • Every creative and keyword within an ad group has a unique score. The score is not averaged for the entire ad group.

  • It is recommended to include targeted keywords in your ad's title and description. This ensures your ad creative matches the terms people search for.

• Use a strong thumbnail to make a great first impression and drive clicks and conversions.

• Group keywords related to a specific product or service into one ad group. Review relevant ad creatives for that product or service and add 1 to 3 ads that are highly relevant to the keywords within that ad group. Use different ad creatives in different ad groups to ensure relevance.

  • For example, if one ad group targets shoe keywords, use shoe-related creatives. If another ad group targets shirt and blouse keywords, use creatives for shirts and blouses in that group.

検索連動型広告キャンペーン向けの広告タイトル作成のヒント

以下は、検索連動型広告キャンペーン向けに最適化された広告見出し作成のベストプラクティスです。

• タイトルが、広告主が提供した検索キーワードと関連しており、キャンペーンのターゲティングに関連するキーワードまたはフレーズを含んでいることを確認する

• タイトルがユーザーの意向に一致していることを確認する

  • ユーザーの検索クエリや解決したい問題に沿ったキーワードを使用する

  • キャンペーンのターゲティングと関連したキーワードやフレーズをタイトルに含める

  • 例： ・「手頃な価格で着回し抜群な冬コート」 ・「予算内で冬を暖かく過ごす方法｜おすすめ冬コート特集」

• ベネフィットやUSP（独自のセールスポイント）を強調する

  • 商品・サービスがどのように問題を解決するか、またはニーズを満たすかに焦点を当てる

  • 例：

    • 「一生使えるエコバッグ」

    • 「旅行にぴったり。丈夫でスタイリッシュなバッグ」

• 緊急性や限定感を演出する

  • 即時行動を促す、緊急性の高い表現を使う

  • 例：

    • 「期間限定・スキンケアセット20％オフ」

    • 「チャンスは今だけ！」「ホリデー限定スキンケアセール」

• タイトルは簡潔で行動を促すものにする

  • 明快で注意を引きやすいタイトルを心掛ける

  • 例： ・「デスク周りを劇的に変える必須裏ワザ」 ・「デスクを変える！必携の5つのガジェット」

• 数字やリストを含める

  • 親しみやすくカジュアルなトーンでシェアやコメントを促す 例：「まつ毛の常識を変えるマスカラ」

  • 教育的またはエンタメ的なアプローチ ・例：「失敗しないマスカラ選び完全ガイド」

• パーソナライゼーションとインクルージョン

  • オーディエンスに直接語りかけたり、包容力のある言葉を使用して、親近感のあるタイトルにする

  • 例： ・「あなたにぴったりの旅行コーデがここに」 ・「100％自分らしい旅のウェアを探そう」

Creative Thumbnails

Within the Search Results Page, the first thing a user sees is the first frame of your ad creative. To be compelling and inspire clicks, it's recommended to have an exciting and engaging first frame. A well-crafted thumbnail significantly impacts ad success by boosting user engagement and overall ad effectiveness. It's the gateway to higher click-through rates and better ad performance.

Depending on placement and a user's device, ads may autoplay. In these instances, having a strong first frame and thumbnail is less crucial.

How to use Creative Thumbnails

The Search Ads Campaign supports thumbnail selection and image upload. Thumbnail image upload is currently an optional attribute. You are encouraged to upload your own thumbnail image, and ensure your selection has additional text aligning with your selected ad creative, thus improving potential ad CTR.

Select one of two options:

• Smart thumbnail: Automatic or Smart thumbnail is selected as default during new ad creation. The system will automatically select a different thumbnail variation from the image frames of your video based on users' likelihood to engage with your ad.

• Manual thumbnail: Choose form a selection of frames, or upload a custom one.

Note: Smart Mode is automatically selected if no manual selection has been made. For Spark Ads, Smart Mode is always enabled by default since manual mode is not available when the creative video comes from your TikTok account.

Creative Fatigue

Search Ads are intent-based ads, where ad content is served against specific user queries matching the advertiser's selected keywords. Since ads are aligned with keywords and users are actively searching for related content, ad fatigue is less of an issue for Search Ads compared to in-feed video ads or other social/display ads. Therefore, there is no need to frequently refresh ads as long as they perform well and remain relevant to user searches, the advertiser's keywords, and the product or service being offered.