Top-performing text-based eCommerce ads all have one thing in common: relevancy. All of the ads’ information — from the click-through URL and description, to any extension — is targeted to the search in which they appear. As a result, they have a lower cost-per-click (CPC) than other ads on the page and a higher click-through-rate (CTR). Relevance is the singular most important factor Google uses to determine an ad’s quality score, which the marketing platform uses to set the auction price for a given search. It also impacts an ad’s placement on the page. At Inflow, we manage $20 million in ad spend each year and, in this article, we’ll show you four best-practices we use with our clients to create well performing text ads.
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