Recently, enterprise-focused Google representatives have been encouraging a metric called Relevance, which is believed to be one of the three main factors that make upQuality Score. Relevance is a metric which evaluates how pertinent your ad creative is to your account structure and keywords.
At AdBasis, we have spent Q1 speaking with enterprise-level advertisers about changes being implemented to account structures and to ad units (creative) in order to improve their relevancy scores as recommended by Google. This often means that advertisers need to implement hyper-specific ads to every ad group in their accounts.
As a result, we have seen the demand for scaled ad implementations, ad unit management and creative optimization grow dramatically. This article is designed to give you a standard for what your creative should look like within every ad group. Im going to dissect the anatomy of ad structure, showcase some best practices and provide some additional commentary.
AdWords accounts are growing larger and larger. I am not talking about overall spend I am talking about the number of campaigns and ad groups within a single AdWords account.Whether youre using Single Keyword Ad Groups (SKAGs) or something close to it, chances are the number of ad groups in your account has grown significantly. SEMs everywhere are hit with a new set ofchallenges related to this shift.
If your account has been evolving, chances are your existing creative is fragmented and unmeasurable; this is a major problem. One of the biggest challenges is the management, implementation, measurement and optimization of the associated ad units. And now, with Googles new push for extremely granular ad copy relevance, your generic ad copy will no longer work.
So, what does a high-quality search ad look like?
Just as the human body can be dissected and understood, so can your search ads. Here we will evaluate the different organs that make up a search ad and how they can be altered to improve performance. Understanding how Google will evaluate your ad copy based on keyword + search term is vital to understanding how to structure your creative in bulk.
The elements of a search ad that are most vital to determining relevance are as follows:
In order to combat the problem of fragmented and differing creative at the ad group level, standardization through dynamic ad templates across similarly behaving ad groups is a great technique.
What does that mean? It means designing ad copy templatessuch that the search term can be inserted based on the ad group, but the ad copy surrounding your search term is relevant, flexible and testable.This can be achievedusing feed-based technologies to dynamically insert ad content based on ad group or campaign.
(Im notgoing to get into tech setup since thats beyond the scope of this article, but you can learn more about generating feeds and feed-based technologies here.)
Okay, so what should your dynamic ad templates look like?
In the examples below, I willshowcase how feeds can be used to dynamically insert unique creative based on the ad group or campaign (ad group and campaign are the two levels of hierarchy to which creative can be mapped).
The highlighted text in the examplesbelow represents ad copy that is not static; it is written in a way that can be swapped out orchanged based on the needs of the advertiser and how the account is set up. Imagine the highlighted elements are changing based on your ad group.
The goal of these templates is to map search terms to specific ad groups in ways that make sense in ad copy.
The company in the examplebelow has ad groups for specific action verbs (Browse, Search, Find and so on) and Makes/Models of vehicles (e.g., Toyota, Honda, Mercedes). From this, they could create a feed of action verbs by ad group, a list of Makes by ad group, and a list of Models by ad group. These variables would change dynamically based on the content in their feeds.
As you can see, this particular ad copy template would work across hundreds or thousands of ad groups which are geared toward different keywords and Makes/Models. Youd keep the quality of your ad copy relevance and be able to measure the performance of this creative template.
Through the use of dynamic templates, e-commerce brands can implement, manage and measure ad copy in bulk. Knowing if BOGO vs. 50% Off works best for particular audiences or product categories is vital information. But often, this is very difficult to execute at scale without sacrificing ad relevance.
Here is an example of a scaled ad template that can be used by e-commerce brands. The makeup of this ad template includes an audience variable (Men or Women), product category variable (Shoes, Shirts, Pants) and discount percentage (mapped to the product category).
These elements can be shifted throughout the ad and tested across ad groups/campaigns dynamically. Generating a feed of your dynamic elements and mapping them to campaigns or ad groups is crucial to standardization and measurement of ad creative at scale.
SaaS companies are unique because often, they only offer a single product. In many instances, SaaS companies will position the same product in different ways and will segment campaigns by the value proposition someone is searching for.
This provides a unique set of challenges. Another approach to dynamic ad copy templates isnt inserting a search term, but rather entire Headlines, Pathways, Descriptions and so on.
Below, this SaaS company is dynamically inserting the Headline 1 and Description based on the ad group. This gives them the opportunity to test Pathways and Headline 2 without sacrificing the customized Headline 1 and Description theyve written.
The use of dynamic ad templates across ad groups and campaigns affords you the opportunity to test your ads in two main ways:
This approach is designed to provide SEMs with an approach that is flexible enough to test across ad groups/campaigns (implement at scale) but specific enough to deliver extremely relevant ads to all searchers. Its not an easy task, but hopefully, this article will get the creative juices flowing on what technology options are out there to help improve your ad copy relevance.
Some opinions expressed in this article may be those of a guest author and not necessarily Search Engine Land. Staff authors are listed here.
Visit link:
The anatomy of ad copy relevance: The new Google standard - Search Engine Land
- Isaiah Washington Says Sandra Oh Brought Him Back on Greys Anatomy Years After Firing - E! Online - April 27th, 2025 [April 27th, 2025]
- Hailey Bieber Is Outed as an Obsessive 'Greys Anatomy' Fan: It's 'a Big Secret' - People.com - April 27th, 2025 [April 27th, 2025]
- Unfurling Anatomy explores neuroplasticity and healing through artistic expression - 13wham.com - April 27th, 2025 [April 27th, 2025]
- Why isnt Greys Anatomy on TV tonight? When is the next new episode? - PennLive.com - April 27th, 2025 [April 27th, 2025]
- Why Greys Anatomy Isnt Airing a New Episode Tonight (April 24) & When Itll Return - Just Jared - April 27th, 2025 [April 27th, 2025]
- Greys Anatomy season 21 new episode tonight - How to watch on ABC for free - MassLive - April 27th, 2025 [April 27th, 2025]
- Anatomy of a US Treasury Sell-Off - AllianceBernstein - Commentaries - Advisor Perspectives - April 27th, 2025 [April 27th, 2025]
- Anatomy Of Lies Documentary: Everything To Know About The Grey's Anatomy Writer Who Faked Cancer (& Where To Watch Online) - Screen Rant - April 27th, 2025 [April 27th, 2025]
- 'Greys Anatomy' Star Katherine Heigl Slammed With Lawsuit For Alleged $300,000 Unpaid Services - Yahoo - April 27th, 2025 [April 27th, 2025]
- Grey's Anatomy's Isaiah Washington Says Sandra Oh Brought Him Back After Altercation with Patrick Dempsey - E! Online - April 27th, 2025 [April 27th, 2025]
- Why Arent 9-1-1, Doctor Odyssey & Greys Anatomy New Tonight? - The Sanford Herald - April 27th, 2025 [April 27th, 2025]
- 'Grey's Anatomy' Teases a Winston/Jules Pairing: Are You Feeling It? - TVLine - April 27th, 2025 [April 27th, 2025]
- Anatomy of a PMs fall: did Albanese stumble off a stage - and why are we still talking about it? - The Guardian - April 27th, 2025 [April 27th, 2025]
- Anatomy Of A Bitcoin Bear Market: Expert Trader Reveals The Signals To Watch Out For | Bitcoinist.com - Bitcoinist.com - April 19th, 2025 [April 19th, 2025]
- 'Grey's Anatomy' Recap: Are Winston Ndugu and Jules Millin the Next Power Couple at Grey-Sloan? - TV Insider - April 19th, 2025 [April 19th, 2025]
- Greys Anatomy Taps Piper Perabo for Three-Episode Arc Whats Her Connection to Amelia? - TVLine - April 19th, 2025 [April 19th, 2025]
- The anatomy of an NPR headline - VPM - April 19th, 2025 [April 19th, 2025]
- Anatomy of the system: Criminal case is finally (almost) over - nrtoday.com - April 19th, 2025 [April 19th, 2025]
- Grey's Anatomy Season 21, Episode 15 Review: Im Glad The Characters Are Showing Off Their Silly Sides In The Shows Funniest Episode In A Long Time -... - April 19th, 2025 [April 19th, 2025]
- Jessie Buckley to Narrate Leah Hazards Novel The Anatomy of Us for Audible (EXCLUSIVE) - Variety - April 19th, 2025 [April 19th, 2025]
- Ellen Pompeo reveals why shell never leave Greys Anatomy for good: It doesnt make any sense - New York Post - April 19th, 2025 [April 19th, 2025]
- Greys Anatomy season 21 episode 15: Where to watch free tonight - MassLive - April 19th, 2025 [April 19th, 2025]
- Ellen Pompeo says leaving 'Grey's Anatomy' would mean that others get to 'profit' off her hard work - Business Insider - April 19th, 2025 [April 19th, 2025]
- Ellen Pompeo on Why It Would Make No Sense to Walk Away From Greys Anatomy - Rolling Stone - April 19th, 2025 [April 19th, 2025]
- In the Human Anatomy Lab, Experiential Learning Prepares Future Health Care Leaders - U of G News - April 19th, 2025 [April 19th, 2025]
- Window washers platform crashes into hospital: How to watch Greys Anatomy without cable - PennLive.com - April 19th, 2025 [April 19th, 2025]
- Riley Greene, Colt Keith and the anatomy of a slump - The Athletic - The New York Times - April 19th, 2025 [April 19th, 2025]
- Ellen Pompeo reveals she gets a little bit annoyed when Greys Anatomy fans call her Meredith - The Independent - April 19th, 2025 [April 19th, 2025]
- Revisiting the 20-Year History of the Music of Greys Anatomy - Shondaland - April 19th, 2025 [April 19th, 2025]
- Yellowstone Star Piper Perabo Joins the Cast of Greys Anatomy in Recurring Role - EntertainmentNow - April 19th, 2025 [April 19th, 2025]
- Seriously? Greys Anatomy Is Making Us Take Sides, and It Feels Like [Bleep] - TVLine - April 19th, 2025 [April 19th, 2025]
- Ellen Pompeos honest reason for never leaving Greys Anatomy branded weird - The Independent - April 19th, 2025 [April 19th, 2025]
- The body as a manifesto: Schiaparellis use of anatomy - HIGHXTAR. - April 19th, 2025 [April 19th, 2025]
- Ellen Pompeo reveals one frustration with Grey's Anatomy fans: "I do get a little bit annoyed" - Digital Spy - April 19th, 2025 [April 19th, 2025]
- On Set: Greys Anatomy Stars Sharing Their Hidden Talents - Shondaland - April 19th, 2025 [April 19th, 2025]
- Anatomy of a Shot | The Gorge: Building the Blast - DNEG - April 19th, 2025 [April 19th, 2025]
- The countries with longest anatomy measurements (7+ inches) and what this means for your health - Journe Mondiale - April 10th, 2025 [April 10th, 2025]
- 21 "Grey's Anatomy" Behind-The-Scenes Facts That'll Make You Watch The Show In A Whole New Way - BuzzFeed - April 10th, 2025 [April 10th, 2025]
- Anatomy of Exile by Zeeva Bukai reflects on the elusive nature of home - jweekly.com - April 10th, 2025 [April 10th, 2025]
- Sex toys and exploding cosmetics: Anatomy of a 'hybrid war' on the West - Reuters - April 10th, 2025 [April 10th, 2025]
- Doctor Odyssey Has Higher Ratings Than Grey's Anatomy, So Why Was It At The Risk Of Being Canceled When Shonda Rhimes' Show Was Already Renewed -... - April 10th, 2025 [April 10th, 2025]
- Anatomy of a housing proposal toppled by NIMBYs - The Portland Press Herald - April 10th, 2025 [April 10th, 2025]
- The Anatomy of a New Distribution Branch - Roofing Contractor - April 10th, 2025 [April 10th, 2025]
- 'Grey's Anatomy' Is Returning for Season 22: Get the Scoop - TV Insider - April 10th, 2025 [April 10th, 2025]
- Greys Anatomy: Has Owen Broken the Open Relationship Rules Already? - TV Insider - April 10th, 2025 [April 10th, 2025]
- Greys Anatomy Season 21, Episode 13 Review: Im More Excited Than Ever For The Last 5 Episodes Thanks To A Few Storyline Advancements - Screen Rant - April 10th, 2025 [April 10th, 2025]
- 'Grey's Anatomy': Teddy Makes a Tearful Admission as She and Owen Navigate Their Open Marriage - People.com - April 10th, 2025 [April 10th, 2025]
- Greys Anatomy, Shifting Gears Among Five ABC Renewals, Doctor Odyssey in Limbo - hollywoodreporter.com - April 10th, 2025 [April 10th, 2025]
- Effect of Virtual Reality Simulation on Anatomy Learning Outcomes: A Systematic Review - Cureus - April 10th, 2025 [April 10th, 2025]
- Greys Anatomy Renewed For Season 22 By ABC With Veteran Cast Poised To Return - Deadline - April 10th, 2025 [April 10th, 2025]
- Grey's Anatomy: Kim Raver Talks Teddy and Owen's Open Marriage - Us Weekly - April 10th, 2025 [April 10th, 2025]
- Greys Anatomy: Sophia Bush Discusses Cass And Teddys Long-Awaited Tryst & Whether Theres More To Come Between Them - Deadline - April 10th, 2025 [April 10th, 2025]
- 9-1-1, Greys Anatomy, The Rookie, Shifting Gears, Will Trent Renewed at ABC - Variety - April 10th, 2025 [April 10th, 2025]
- 7 Times the Greys Anatomy Surgeons Did the Impossible - Shondaland - April 10th, 2025 [April 10th, 2025]
- Grey's Anatomy Is Bound To Repeat A Controversial George Plot From 18 Years Ago (But With A Twist) - Screen Rant - April 10th, 2025 [April 10th, 2025]
- Ellen Pompeo Reveals The Exact Moment Her Daughter Stopped Watching 'Grey's Anatomy' - HuffPost - April 10th, 2025 [April 10th, 2025]
- Anatomy Of A Market Crisis: Tariffs, Markets And The Economy - Seeking Alpha - April 10th, 2025 [April 10th, 2025]
- Pulse Bosses on Danny and Xanders Messy Power Dynamic, Greys Anatomy Comparisons and Season 2 Plans - Variety - April 10th, 2025 [April 10th, 2025]
- Bare Anatomy parent Innovist raises Rs 136 crore from ICICI Venture, others - The Economic Times - April 10th, 2025 [April 10th, 2025]
- T.R. Knight Was 'Scared' to Film Meredith and George's 'Humiliating' Grey's Anatomy Sex Scene (Exclusive) - People.com - April 10th, 2025 [April 10th, 2025]
- "Thats My Home": Ellen Pompeo Reveals Whether She Has Plans To Exit 'Grey's Anatomy' for Good - Collider - April 10th, 2025 [April 10th, 2025]
- TVs Current Medical Dramas, Ranked: Our Diagnoses for The Pitt, Watson, Doc Greys Anatomy and More - TVLine - April 10th, 2025 [April 10th, 2025]
- Anatomy of a Market Crisis: Tariffs, Markets and the Economy - Investing.com - April 10th, 2025 [April 10th, 2025]
- Who Will Save Greys Anatomy Now That Ellen Pompeo Is Gone? - The Daily Beast - April 10th, 2025 [April 10th, 2025]
- 19 Most Memorable (and Heart-Wrenching!) 'Grey's Anatomy' Episodes of All Time - PEOPLE - March 30th, 2025 [March 30th, 2025]
- 16 stars you forgot were on Grey's Anatomy before their big break (including future Oscar nominees) - Entertainment Weekly News - March 30th, 2025 [March 30th, 2025]
- "I Cried When He Died": Shonda Rhimes Is Still Deeply Impacted By Killing One Grey's Anatomy Character - Screen Rant - March 30th, 2025 [March 30th, 2025]
- See the Best Greys Anatomy Behind-the-Scenes Photos to Celebrate 20 Years of the Medical Drama - PEOPLE - March 30th, 2025 [March 30th, 2025]
- Katherine Heigl, Jeffrey Dean Morgan reunite to talk Grey's Anatomy , from Denny's death to ghost sex - Entertainment Weekly News - March 30th, 2025 [March 30th, 2025]
- Sandra Oh Is Changing Her Tune on a Potential Return to 'Grey's Anatomy' - PEOPLE - March 30th, 2025 [March 30th, 2025]
- The Scrapped Grey's Anatomy Spin-Off Would Have Ruined The Show's Best Characters - SlashFilm - March 30th, 2025 [March 30th, 2025]
- Anatomy of a flood: The Derna tragedys lessons for Libyan governance - Brookings Institution - March 30th, 2025 [March 30th, 2025]
- 19 Years Later, Shonda Rhimes Still Isnt Over This Greys Anatomy Death (and Neither Are We) - Collider - March 30th, 2025 [March 30th, 2025]
- The perfect palliative balm of Greys Anatomy - Financial Times - March 30th, 2025 [March 30th, 2025]
- 15 Behind-the-Scenes Facts You Didn't Know About Grey's Anatomy, 20 Years After It Premiered - MSN - March 30th, 2025 [March 30th, 2025]
- I Have Zero Endings: Shonda Rhimes Has No Idea How (or When) Greys Anatomy Will End - Collider - March 30th, 2025 [March 30th, 2025]
- My Only Allegiance Is to the Story: Shonda Rhimes Explains Why Shes Killed So Many Beloved Greys Anatomy Characters - Collider - March 30th, 2025 [March 30th, 2025]
- 'Grey's Anatomy' star Ellen Pompeo says $20 million salary brings 'true independence': 'I don't have to do anything I don't want to do' - CNBC - March 30th, 2025 [March 30th, 2025]
- 'I love your song from "Grey's Anatomy"': How the ABC medical drama's soundtrack changed these artists' musical careers - Yahoo... - March 30th, 2025 [March 30th, 2025]
- Shonda Rhimes On The 'Grey's Anatomy' & 'Scandal' Spinoffs That Never Materialized: "We Thought About A Lot Of Things" - Deadline - March 30th, 2025 [March 30th, 2025]