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.

为搜索推广系列创建广告标题的建议

以下是一些为搜索推广系列创建定制广告标题的最佳实践：

• 确保标题与广告主提供的搜索关键词相关，包含与推广系列定向相关的关键词或短语。

• 确保标题契合用户的意图。

  • 使用与搜索查询内容或用户想要解决的问题相匹配的关键词。

  • 确保标题包含与推广系列定向相关的关键词或短语。

  • 示例： - “实惠冬季外套 – 百搭实穿” - “如何在不超支的情况下保持温暖 | 高性价比外套盘点”

• 突出优点或 USP（独特卖点）

  • 聚焦于商品或服务如何解决问题或满足需求。

  • 示例：

    • “终身耐用的环保袋”

    • “轻装出行：合你心意的耐用时尚包包”

• 营造紧迫感或“专享”感

  • 使用有时限性的措辞，促进立即采取行动。

  • 示例：

    • “限时福利：护肤套装享八折优惠”

    • “机不可失！护肤品假日特惠”

• 标题简明扼要，以行动为导向

  • 把重点放在提供清晰的信息上，迅速吸引注意力。

  • 示例： - “桌面整理小妙招，升级你的工作空间” - “改造桌面：5 个必备小工具”

• 包含数字和列表

  • 采用自在随意的对话风格，鼓励分享或评论。 - 示例：“睫毛膏界新宠，让你的睫毛妆容从此大变身”

  • 注重提供丰富信息或富有趣味 - 示例：“终极指南：选睫毛膏不纠结，找到你的专属款”

• 个性化且具有包容性

  • 直接与受众对话或使用包容性的语言，让标题具有亲和力。

  • 示例： - “快来解锁你的完美旅行穿搭” - “找到最适合你风格的旅行穿搭”

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.