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Lead with a clear call-to-action (CTA)

March 2022
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You are reading Part 1 of a 4 part Creative Playbook. Jump to section Connect more authentically with a wide variety of assets, Build for smaller screens, Give your creatives time to test, or more creative tips by marketing objective.

Without a strong CTA, your audience may not realise what you have to offer and how to take action.

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Provide distinct CTAs in your headline and descriptions with clear benefits related to your audience's interests, search, or the landing page where you’re directing them.

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Experiment with personalisation

Using words such as ‘you’ in your ad text can help you drive engagement by connecting more authentically with audiences:

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Consider adding extensions where available.

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1 Google internal data based on an aggregate study of median performance of campaign goals for Responsive display ads (CVR), Discovery ads (CTR, CVR), App campaigns for installs (IPM), App campaigns for engagement (EPM) and Video action campaigns (VTR) across 78K assets for Media & Entertainment, Retail, and Finance verticals. Global. January 2020 - June 2021.

2 Google internal data based on an aggregate study of median performance of campaign goals for Responsive display ads (CTR), Discovery ads (CTR, CVR), Video action campaigns (VTR) and Video discovery ads (VTR) across 78K assets for Media & Entertainment, Retail, and Finance verticals. Global. January 2020 - June 2021.

3 Google internal data based on an aggregate study of median performance of campaign goals for Responsive display ads (CVR), Discovery ads (CVR), Video action campaigns (VTR), Video discovery ads (VTR), and App campaigns for engagement (EPM) for Media & Entertainment, Retail, and Finance verticals. Global. January 2020 - June 2021.

4 Google internal data based on an aggregate study of median performance of campaign goals for Responsive display ads (CVR), Discovery ads (CVR), Video discovery ads (VTR) for Media & Entertainment, Retail, and Finance verticals. Global. January 2020 - June 2021.