Optmyzr analyzed over 1 million ads to illuminate what actually works when it comes to Google Ads copy.
Here are the key findings:
- There was no strong correlation between Google’s Ad Strength metric and key performance indicators like CPA, conversion rates, or ROAS. Surprisingly, ads with “average” Ad Strength performed better in these areas than those labeled as “excellent.”
- Ads with “some pinning” performed well in cost-based metrics like CPA and ROAS. Fully pinned ads showed slightly higher CTRs, but the difference was minimal.
- Ads using sentence case outperformed those using title case. Sentence case ads had better ROAS and lower CPA, especially for RSAs and Demand Generation ads.
- Shorter headlines consistently outperform longer ones. Although longer descriptions had a slight advantage, clear and compelling messaging proved more effective than focusing on character count.
Check out the full report for more.
