Ultimately, better creative messages improves ad relevance and drives more qualified clicks from your Search ads.

Let’s talk through what should you do to get the most from your Search campaigns:

Speak to your customers’ needs. Write compelling, genuine ad copy with messaging that focuses on user benefits.

1. Customers engage with ads that match their search. Include key words in your headline and description line’s to encourage customers to click on your ad. 
2. Tell the customer what they should do. Don’t be generic in your ads, learn what works by testing specific calls to action.
3. Keep an eye on Googles Ad Strength for insights into how users react to your ads.
4. Understand which of your assets resonate most with your customers by reviewing the campaign level asset report. 

Make sure your messaging reflects your brand and the products and services that you offer. 

1. Focus on your headlines. These are the first thing that people see and play a big part in getting users to click.
2. Play with headline lengths – longer headlines increase the clickable space of your Search ads, but you might find that shorter headlines perform better for people already searching for your brand.
3. Save time and keep the message consistent from ad to site by using Dynamic Search Ads

Set up your ads for success

1. Add as many unique headlines and descriptions as you can so Googles system can assemble more ad combinations.
2. If you’ve got a lot of ads to manage try using keyword insertion or ad customisers to tailor your creative messages to a user’s search.
3. Use as many asset types as possible that make sense for your business. 

Adopt a test and learn attitude

1. Learn about your users’ preferences and improve your performance by testing every element. 
2. Remember to evaluate the success of your ads based on incremental impressions, clicks and conversions as well as typical performance metrics such a CTR and CVR.

If nothing else, do these two things:

1. Implement at least one responsive search ad with ‘Good’ or ‘Excellent’ Ad Strength per ad group. Advertisers who improve Ad Strength for their responsive search ads from ‘Poor’ to ‘Excellent’ see 9% more clicks and conversions on average
2. Implement assets such as sitelinks and images. These types of assets make your ads more engaging and allow you to show helpful information about your business. More eligible assets give your ads more opportunity to meet users’ specific needs.