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.

Tips for creating ad titles for Search Ad Campaigns

The following are some best practices for ad titles tailored towards Search Ad Campaigns:

• Ensure titles are relevant to advertiser provided Search Keywords, including a keyword or phrase relevant to the campaign's targeting.

• Ensure titles are aligning with user intent.

  • Use keywords that align with the search query or problem the user is trying to solve.

  • Ensure the title includes a keyword or phrase relevant to the campaign’s targeting.

  • Examples: - "Affordable Winter Coats – Perfect for Every Style" - "How to Stay Warm Without Overspending | Top Winter Coats"

• Highlight benefits or USPs (Unique Selling Points)

  • Focus on how the product or service solves a problem or fulfills a need.

  • Examples:

    • "Eco-Friendly Bags That Last a Lifetime"

    • "Travel Light: Durable, Stylish Bags You’ll Love"

• Create a sense of urgency or exclusivity

  • Use time-sensitive language to drive immediate action.

  • Examples:

    • "Limited-Time Offer: 20% Off Skincare Sets"

    • "Don’t Miss Out! Holiday Deals on Skincare"

• Keep titles concise and action-oriented

  • Focus on clarity to grab attention quickly.

  • Examples: - "Upgrade Your Workspace with These Desk Hacks" - "Transform Your Desk: 5 Must-Have Gadgets"

• Include numbers and Lists

  • Casual and conversational tone that encourages sharing or comments. - Example: "This Mascara Will Change Your Lash Game Forever"

  • Educational or entertainment-focused approach - Example: "Ultimate Guide to Choosing the Best Mascara for You"

• Personalization and inclusivity

  • Address the audience directly or use inclusive language to make the title relatable.

  • Examples: - "Your Perfect Travel Look Awaits" - "Find the Travel Wear That Feels 100% You"

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.