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
- 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]
- Shades of Gray in Twenty Years of Greys Anatomy - Books, Health and History - March 30th, 2025 [March 30th, 2025]
- Linda Lowy talks casting Shondaland, from Grey's Anatomy to the best audition she's ever seen - Entertainment Weekly News - March 30th, 2025 [March 30th, 2025]
- Shonda Rhimes is 'forever bitter' about having to fight for 'Grey's Anatomy' musical episode - Entertainment Weekly News - March 30th, 2025 [March 30th, 2025]
- Greys Anatomy: Is It Finally Time for Owen & Teddy to Call it Quits? (POLL) - TV Insider - March 30th, 2025 [March 30th, 2025]
- After 18 Years, Meredith Finally Proves Ellis' Most Hurtful Criticism Wrong In Grey's Anatomy Season 21 - Screen Rant - March 30th, 2025 [March 30th, 2025]
- Arte France Boards Movistar Plus+s The Anatomy of a Moment, From The Plagues Alberto Rodrguez - Variety - March 30th, 2025 [March 30th, 2025]
- Makes Me Just Go, Hmm: Christinas Potential Greys Anatomy Return Addressed By Sandra Oh, Who Admits Her Stance Has Softened After Years Of Hard No -... - March 30th, 2025 [March 30th, 2025]
- Shonda Rhimes Reveals "A Bunch" Of Never Made Grey's Anatomy Spinoffs, Including One Based On The Shepherd Family - Screen Rant - March 30th, 2025 [March 30th, 2025]
- Anatomy of a Massacre - by Theo Padnos - Persuasion - Persuasion | Yascha Mounk - March 30th, 2025 [March 30th, 2025]
- We Thought About a Lot of Things: Shonda Rhimes Discusses Greys Anatomy Spin-Offs That Never Were - Collider - March 30th, 2025 [March 30th, 2025]
- 'Grey's Anatomy' Redefined the Medical Drama on TV - Collider - March 30th, 2025 [March 30th, 2025]
- Greys Anatomy turns 20: How Katherine Heigl pulled off her Emmy upset and remains the only series regular to win - Gold Derby - March 30th, 2025 [March 30th, 2025]
- Why Shonda Rhimes Scrapped Spinoffs of Greys Anatomy and Scandal - TheWrap - March 30th, 2025 [March 30th, 2025]
- Greys Anatomy at 20: From their pretty exciting first day to their linchpin episodes, Chandra Wilson and James Pickens Jr. look back - Gold Derby - March 30th, 2025 [March 30th, 2025]
- 'Grey's Anatomy': Deceit Rocks Grey Sloan, Link and Jo Make a Big Decision and Meredith Faces the Wrath of Richard - PEOPLE - March 15th, 2025 [March 15th, 2025]
- Ellen Pompeo won't let 10-year-old watch Grey's Anatomy , isn't ready for her to see her in her underwear on TV - Entertainment Weekly News - March 15th, 2025 [March 15th, 2025]
- Ellen Pompeo Reveals Why She Doesn't Want Her 10-Year-Old Daughter Sienna to Watch Grey's Anatomy - PEOPLE - March 15th, 2025 [March 15th, 2025]
- How to watch Greys Anatomy' online for FREE without cable - PennLive - March 15th, 2025 [March 15th, 2025]
- Forget Marry Me Chicken: Links Insane Greys Anatomy Breakfast Sandwich Is the Real Deal-Closer - TVLine - March 15th, 2025 [March 15th, 2025]
- Original Grey's Anatomy Cast in Photos: Then and Now - Good Housekeeping - March 15th, 2025 [March 15th, 2025]
- Why Ellen Pompeo Wont Let Her 10-year-old Daughter Watch Greys Anatomy - Hollywood Reporter - March 15th, 2025 [March 15th, 2025]
- Ellen Pompeo's Good American Family Promos Airing During ABC's Grey's Anatomy Night Is Kind Of Trippy, But Her New Hulu Show Has Me Intrigued -... - March 15th, 2025 [March 15th, 2025]
- Ellen Pompeo explains why she doesnt want her 10-year-old daughter watching Greys Anatomy - New York Post - March 15th, 2025 [March 15th, 2025]
- Grey's Anatomy Season 21 Episode 10 Review: I'm So Glad Meredith Is Back In A Refreshing Return To Form For The ABC Show - Screen Rant - March 15th, 2025 [March 15th, 2025]
- Grey's Anatomy Showrunner Weighs In On The Pitt's Success & The Competition In Medical Drama - Screen Rant - March 15th, 2025 [March 15th, 2025]
- Ellen Pompeo on Stepping Back From 'Grey's Anatomy' to Take on Natalia Grace's Story (Exclusive) - Entertainment Tonight - March 15th, 2025 [March 15th, 2025]
- Ellen Pompeo Reveals Hilarious Reason She Wont Let Her Daughter Watch Greys Anatomy - E! Online - E! NEWS - March 15th, 2025 [March 15th, 2025]
- 10 of the Biggest Feuds in Greys Anatomy History - Shondaland.com - March 15th, 2025 [March 15th, 2025]
- Anatomy of a Recession Update: Consumer confidence | Franklin Templeton - Beyond Bulls & Bears - March 15th, 2025 [March 15th, 2025]
- Ellen Pompeo Says 'Grey's Anatomy' Fans Will Be Shocked By Her Role as Natalia Grace's Adoptive Mom - Access Hollywood - March 15th, 2025 [March 15th, 2025]
- A Guide to Security Investments: The Anatomy of a Cyberattack - SecurityWeek - March 15th, 2025 [March 15th, 2025]
- Noah Wyle Says His Kids Have Watched More Greys Anatomy Than ER : Its a Point of Contention (Exclusive) - PEOPLE - March 15th, 2025 [March 15th, 2025]
- Welcome from Head of Department of Anatomy and Neuroscience - News | University College Cork - March 15th, 2025 [March 15th, 2025]
- Greys Anatomy Showrunner Reveals Whether Ellen Pompeo Will Return for Season 22 - Collider - March 15th, 2025 [March 15th, 2025]
- Grey's Anatomy Season 21 Sneakily Continues A Key Station 19 Story A Year After ABC Canceled The Spinoff - Screen Rant - March 15th, 2025 [March 15th, 2025]
- Anatomy of the average American paycheck - Floyd Chronicle & Times - March 15th, 2025 [March 15th, 2025]
- Grey's Anatomy Showrunner Addresses Whether There Could Be A Future Without Any Meredith Grey - Screen Rant - March 15th, 2025 [March 15th, 2025]
- Greys Anatomy Actor Jason George Explains What Its Like Filming Amidst Schmitt And Yasudas Departure - CinemaBlend - March 15th, 2025 [March 15th, 2025]
- The Magic Behind 'Grey's Anatomy': CGI, Medical Expertise, and Hollywood Tricks - Collider - March 5th, 2025 [March 5th, 2025]
- Canadians and Wayne Gretzky: Anatomy of a Relationship on Thin Ice - The New York Times - March 5th, 2025 [March 5th, 2025]
- Spits & Suds: The Anatomy of how trade deadline deals get done in the NHL - 105.3 The Fan - March 5th, 2025 [March 5th, 2025]
- 'Grey's Anatomy' Star Kate Walsh Shares Healthy Habits for Cancer Prevention - Healthline - March 5th, 2025 [March 5th, 2025]
- The Anatomy of Fear: Tips on Scoring a Body Horror Movie - No Film School - March 5th, 2025 [March 5th, 2025]
- Go-to anatomy atlas featuring corpses of Nazi victims revamped by UCLA cardiologist - The Times of Israel - March 5th, 2025 [March 5th, 2025]
- Ellen Pompeo Reveals Which Viral Scene from Greys Anatomy Made Her Oldest Daughter Cry (Exclusive) - PEOPLE - March 5th, 2025 [March 5th, 2025]
- In Karnataka, the anatomy of three riot-like situations - The Hindu - March 5th, 2025 [March 5th, 2025]
- Ellen Pompeo Reveals The Grey's Anatomy's Episode That Made Her Oldest Daughter Cry - Screen Rant - March 5th, 2025 [March 5th, 2025]
- Heres Whats New on TV This Week Including Grey's Anatomy American Idol, The Righteous Gemstones, and More - Collider - March 5th, 2025 [March 5th, 2025]
- Greys Anatomy cast members who have spoken out about their own serious health conditions - Tyla - March 5th, 2025 [March 5th, 2025]
- Greys Anatomy Returns: Everything You Need to Know Ahead of the Midseason Premiere - TVLine - March 5th, 2025 [March 5th, 2025]
- All the Lingering Questions We Need Answered When Greys Anatomy Comes Back - Shondaland.com - March 5th, 2025 [March 5th, 2025]
- Greys Anatomy star Kate Walsh shares important message after being diagnosed with brain tumour - Tyla - March 5th, 2025 [March 5th, 2025]
- 'I Couldn't Hold It Together': Ellen Pompeo Recalls Grey's Anatomy Moment That Brought Her and Her Daughter to Tears - CBR - March 5th, 2025 [March 5th, 2025]
- Greys Anatomy star Kate Walsh reveals very subtle warning sign ahead of brain tumour diagnosis - Tyla - March 5th, 2025 [March 5th, 2025]
- Grey's Anatomy season 21 part 1 recap: All to remember before part 2 arrives - Sportskeeda - March 5th, 2025 [March 5th, 2025]
- Grey's Anatomy Season 21 Episode 9: Release date & time, what to expect, and more - Sportskeeda - March 5th, 2025 [March 5th, 2025]
- The Splendour of Life, Starring Anatomy of a Fall Actor Camille Rutherford, Picked Up by H264 (EXCLUSIVE) - Variety - February 25th, 2025 [February 25th, 2025]
- Greys Anatomy Sneak Peek: Its Tears for Fears in Your First Look at the Midseason Premiere - TVLine - February 25th, 2025 [February 25th, 2025]
- Can a Longtime Greys Anatomy Stan Learn to Love the Grim Medical Reality of The Pitt? - Vogue - February 25th, 2025 [February 25th, 2025]
- Greys Anatomy Is Coming Back Next MonthHeres What We Know About That Cliff-Hanger - Glamour - February 25th, 2025 [February 25th, 2025]
- New Extremity Box Set Collects 'High Tension,' 'Anatomy of Hell,' 'Frontier(s),' 'Martyrs' on Blu-ray - Bloody Disgusting - February 25th, 2025 [February 25th, 2025]
- When Does 'Grey's Anatomy' Return With New Episodes? - TV Insider - February 25th, 2025 [February 25th, 2025]
- Books of Discovery Expands Access to Premier Anatomy and Physiology Textbooks for Educators and Students - EIN News - February 25th, 2025 [February 25th, 2025]
- 10 Scenes That Made Grey's Anatomy Fans Quit the Show (& Never Look Back) - CBR - February 25th, 2025 [February 25th, 2025]