The results of a new study on optimisation strategies for search adverts are interesting, and we agree with them.
The results of a new study on optimisation strategies for search adverts are discussed in Google Ads ad copy: what works and what doesn’t in 2024 on Search Engine Land. Our own experience of managing the search advertising campaigns for around 50 companies doesn’t contradict any of the findings.
The recommendations from the study include:
- Don’t obsess over the ‘Ad Strength’ metric – there’s no clear correlation between Ad Strength and the key metrics that matter.
- ‘Pinning’ assets to specific positions is a reasonable thing to do – Google’s AI can be left to handle some asset placements but manual pinning can improve performance.
- Test sentence case – perhaps surprisingly, it may be outperforming title case in most key metrics.
- Focus on clear messaging over character count – shorter headlines consistently outperformed longer ones.
For anyone managing their own search advertising campaigns, the article is well worth a read.