Google Ads Strategy

Google Ads Strategy: New Insights on What Works and What Doesn’t in 2024 

With the digital landscape constantly evolving, pay-per-click (PPC) marketers must adapt quickly to new strategies and techniques. This year, the conversation around Google Ads has focused heavily on improving ad performance, with many experts still grappling with the best approaches to crafting compelling ad copy. Recent data from Optmyzr, based on over one million ads, offers new insights into what drives success and, perhaps more importantly, what doesn’t. By examining key performance metrics such as cost per acquisition (CPA), click-through rate (CTR), and return on ad spend (ROAS), the report highlights what PPC professionals should focus on when crafting ads for 2024.

Rethinking Google’s Ad Strength Metric

One of the most notable revelations from Optmyzr’s research is the questionable value of Google’s Ad Strength metric. Traditionally, advertisers have used Ad Strength as a key indicator of how well their ads are likely to perform. Google encourages marketers to aim for “excellent” Ad Strength scores by optimizing their headlines, descriptions, and keywords. However, the data shows that ads with an “average” Ad Strength often outperform those labeled “excellent.”

Solution: Focus on User Intent, Not Ad Strength

This finding suggests that PPC experts should pivot away from obsessing over Ad Strength scores and instead focus on aligning ad copy with user intent. Google’s algorithm may prioritize technical optimization, but users respond to messages that directly address their needs and pain points. Here’s how to apply this insight:

• Understand user behavior. Use analytics to determine what your audience is searching for and what types of headlines resonate best. Consider conducting A/B tests with different ad variations to find what drives higher engagement.

• Prioritize clarity and relevance. Craft ad copy that immediately speaks to the problem the user is trying to solve. This matters more than having the “right” number of keywords in your ad headline.

• Leverage emotional triggers. Data shows that ads focusing on human emotions and immediate pain points convert more effectively than those that simply highlight features.

By shifting focus from Ad Strength to the emotional and functional needs of your audience, marketers can create more targeted, impactful ads.

Pinning Strategy: How Much Control Should You Exert?

Google’s automation has become increasingly sophisticated, and many PPC experts now trust the system to optimize placements of ad assets like headlines and descriptions. However, there’s still a debate about whether manually pinning assets to specific positions within ads offers any real performance benefit.

Optmyzr’s findings suggest that partial pinning—in which some assets are pinned to ensure they always appear in certain positions—strikes a balance between creative control and automation. Fully pinned ads tend to show marginally better CTR, but the differences are minor, and fully pinning all assets can hinder Google’s ability to test variations.

Solution: Pinning for Balance

Here’s a strategic approach to using asset pinning effectively:

• Pin critical assets only. Focus on pinning high-impact messaging, such as a specific value proposition or call to action (CTA) that needs to be front and center. Allow Google’s machine learning to optimize less critical assets like secondary headlines and descriptions.

• Use automation for variations. Trust Google’s AI to test different combinations of the remaining assets. Let it determine the best performing combinations based on user behavior and engagement metrics.

• Test and iterate. Continuously review the performance of your pinned ads compared to those that are fully automated. Use this data to refine your approach.

This hybrid strategy allows marketers to maintain some creative control without sacrificing the benefits of Google’s optimization algorithms.

Title Case vs. Sentence Case: The Surprising Winner

An interesting point of debate in ad copy is whether title case (where the first letter of each word is capitalized) or sentence case (where only the first word is capitalized) performs better. Optmyzr’s data indicates that sentence case generally outperforms title case across key metrics, including ROAS and CPA, particularly in Responsive Search Ads (RSAs) and Demand Generation ads.

Solution: Shift to Sentence Case for Improved Engagement

The success of sentence case may stem from its more conversational tone, which can feel less formal and more approachable. Here’s how marketers can capitalize on this insight:

• Use sentence case for clarity. Ads that read like a natural sentence tend to perform better because they seem more like a direct message from a business rather than a sales pitch.

• Test for different audiences. While sentence case works well for many ads, certain brands with more formal or technical offerings might find better success with title case. Test both formats across different audience segments to identify what resonates most.

• Apply across platforms. If sentence case performs well in Google Ads, consider adopting it in other areas like landing pages and email marketing to maintain consistency in tone.

This insight should push advertisers to test and refine their copywriting techniques, shifting away from rigid formatting rules that no longer align with user preferences.

The Myth of Longer Ad Copy: Quality Over Quantity

A common assumption is that longer ads, which take up more screen real estate, perform better because they allow advertisers to communicate more information. Optmyzr’s research, however, debunks this idea. Shorter headlines consistently outperformed longer ones, while longer descriptions offered only a marginal advantage.

Solution: Focus on Concise, Impactful Messaging

Rather than trying to fill every available character, marketers should focus on delivering a clear, concise message that quickly captures the user’s attention. Here’s how to make this work in practice:

• Prioritize headlines. Since shorter headlines outperform longer ones, aim to make your message clear within the first few words. Avoid cramming too much information into your headline.

• Keep descriptions purposeful. While longer descriptions can work, they should only be used if every word adds value. Don’t use extra characters just for the sake of taking up space. Be specific, and guide users towards an action.

• Use numbers and specifics. Ads that include specific figures (e.g., “Save 20%” or “Get Your Free Trial”) are more likely to convert than vague promises. Data-driven messaging builds trust and helps drive more informed decisions.

Short, impactful copy that gets to the point will be far more effective than wordy ads that attempt to cover too much ground.

Building Your 2024 Google Ads Strategy

The data from Optmyzr paints a clear picture: many traditional strategies in Google Ads no longer apply in the same way they did a few years ago. To succeed in 2024, advertisers need to adopt a more data-driven, strategic approach that is focused on relevance, clarity, and user intent. Here are a few overarching strategies to build on:

1. Be User-Centric: In every aspect of your ad copy, the goal should be to meet the user where they are in their search journey. Ads should focus less on ticking optimization boxes and more on solving the user’s problems.

2. Test, Analyze, and Adapt: Gone are the days when a one-size-fits-all ad copy approach worked. Every audience behaves differently, and Google’s AI tools are becoming increasingly sophisticated in how they deliver ads. Constant testing and adaptation are key to staying ahead of the curve.

3. Leverage Automation Intelligently: While automation can save time and deliver better results in some cases, it should be balanced with human oversight. Trust Google’s AI to handle variations where appropriate, but keep control over critical elements like messaging.

4. Monitor Trends: Digital advertising evolves quickly. What works today might not work tomorrow. Regularly review industry reports and your own campaign data to stay informed on the latest trends and strategies.

By focusing on relevance, message clarity, and data-driven experimentation, PPC experts can build more effective campaigns in 2024. Instead of relying on outdated metrics or lengthy copy, the key to success lies in delivering a clear and compelling message that speaks directly to the user’s needs.