We often describe digital marketing as equal parts of art and science.

Ads can be a great channel for creativity. But they can also be outrageous to come up with or experience (if bad).

In this installment of Ask PPC, we dive into the question:

“What makes a good ad? Sometimes when I try to be creative, I hit eligibility or quality scores.”

This post focuses mostly text ads (question asked), but we also touch on display, social content, and video. Let’s look at the mechanics of good ads and creative reviews.

The mechanics of good ads

Before you dive into text / display / social / video-specific mechanics, let’s start with an overview of what a good ad does and doesn’t have.

Good ads:

  • Tell the potential to do something.
  • Activate potential based on where they are on the customer journey.
  • Translate brand value and identity seamlessly, regardless of channel.


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The last indent is often caught on by people who are used to creating ads for one channel but may not be sure to test their creativity for others.

On the other hand, average notifications:

  • Strictly follow the formulas.
  • Focus on the brand instead of the opportunity.
  • Include content in all places.

It’s worth noting that your ads may perform inappropriately without calls to action (if you get volume behind them). However, you can’t expect amazing performance from ads that don’t ask viewers to take action.

And bad ads:

  • Break the rules and reject.
  • Ignore the available customization options.
  • Do not ask the user to do anything.


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Text ads

During Google Marketing Live, Google Certified Search Ads (RSAs) are the default for new accounts. This doesn’t mean that expanded text ads will be disabled, but it does mean that the strategies we use must match both ad formats.

RSAs consist of:

  • Minimum of three headings (30 character limits), maximum of 15.
  • Two descriptions (90 character limits), up to four.
  • One set of paths (two 15-character additions to your root area).
  • Optional monitoring models.

Only the first two headlines are guaranteed to appear in a text ad, so it’s important to attach your call-to-action to either one or two headlines.

Providing this feed will speed up the algorithm learning cycle and protect your brand as follows:

Make sure that each title can stay separate while it is connected to the others.

The more creative you are, the better.

Although it does not appear in the SERP, the option for ad platforms will improve CTR.

Trends in creative.Based on 51,000 ads with at least one click.

As the graph shows, including a second description was more important to CTR than an extra headline, but including all options was best done.

Paths usually make the best home for keyword relevancy. Ads with keyword content (including more than 2 times the keyword) tend to have a lower clickthrough rate.


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Display ads

Many mistakenly assume that serving can only be beneficial in remarketing.

A great display ad can:

  • Pre-qualify potential customers by equipping them with minimum customer requirements.
  • Blitz the market and increase awareness and potential leads / sales at a discount.

Building display ads means including ads in all potential locations (sizes here) or sacrificing creative polish to use responsive display ads.

If you choose a responsive display ad (RDA), you’re intentionally sacrificing some brand control for the sake of coverage. These ads will open to you all possible placements.

They require:

  • At least three images / videos (including logo) and up to 15 content.
  • One long title.
  • At least one regular title, up to five.
  • At least one description, up to five.
  • Name of the company.
  • Final URL.


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While these ads are not perfect, they are usually better than traditional ads simply because they have more access to places.

In addition, they allow you to search for ads on your site, social profiles, and images.

what a responsive display ad builder looks like

If you use videos as property, make sure they are no longer than 15 seconds in length.

Build a button in your ad if you want the user to click. Although the RDA has CTA button, purely human creativity requires that design be taken into account.


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Social display ads (in-stream ads) have the following components:

  • Title: Spice text for call to action.
  • Primary text: This should be treated as a prefix to the social component.
  • Description: If the room allows, additional information will be shared at desk locations.

It’s important to note that elements written in social ads are often truncated, so it’s better to write something concise and interesting.

Prompt buttons are optional and can lead to a website, a call, an app download, a referral form, or an event.

Leads and sales-focused ads should take advantage of pre-built call-to-action (this applies to everyone except the click-through link).

Given that social channels often need a new ad (preferably by changing every 2-3 weeks), it’s a good idea to use images.

Just make sure the typed text frames the graphics well and choose an image that points to the CTA.

Video ads

YouTube ads are categorized into the following categories:

  • Bumper: 6 second points before or after the main video.
  • In-stream non-skip: 15-second score that works before / during / after the main video.
  • In-stream skip: Dots of more than 30 seconds before / during / after the main video, which can be skipped after five seconds.
  • Outstream: Video points appear on non-YouTube highlights.


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These ads have (depending on the format):

  • Video: If you selected a timed format, you will be warned if your video is not compatible with it. Note: Video content must already be downloaded as a YouTube video.
  • CTA: 10 characters (“Learn more” is the hero here).
  • Title: 15 characters for CTA placement.
  • Final URL: Where your clickable element leads.
  • Display URL: What the user sees (I only recommend using root areas).
  • Complementary banner: Either your channel logo or an uploaded image.

The most important thing to remember on YouTube is to understand from the beginning what you want your audience to do. If your goal is to increase sales, don’t waste time with a buffer ad for brand awareness (go straight to shopping) TrueView).

Because you only pay for skipped ads if a user reaches the 15-second mark at 30 seconds / the 30-second mark at more than 60 seconds, many advertisers focus on getting the most important information (brand, offer, contact) in the first 5-10 seconds.

While this is important, it is equally valuable to use creativity that inspires the user to look at the whole message.

If your goal is to direct users to your landing page, make sure they look long enough to get the link.


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Social videos are not simultaneously oriented and focus more on goals. They have the same elements as social display ads; the main difference is creative.

If YouTube succeeds with good and impressive early engagement, social ads depend on user reach.

Social ads should be able to convey their message without sound and own the difference between the channels.

Look 8 tips for more effective video ads to learn more.

Creative inspection

We’ve looked at the core mechanics of each ad copy type. Let’s dive into creative victory now!

Text ads

A good ad with all the extensionsThis ad does the following really well:

  • Take advantage of enhanced sitelinks to make the most of your space.
  • Owning a discount to an obsessive consumer.
  • Combining a positive feeling with booking with them (joy).
  • Chain the desire / need with an easy-to-understand call to action.


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This ad is slightly below in these areas:

  • It sticks to the “cheap” a little too tightly. It would be better to serve the ad with a few synonyms.
  • Lack of opportunity, focusing too much on oneself (“our” vs. “yours”).
  • Limited extensions beyond sitelinks and call extensions, meaning lost opportunities to communicate added value.

I consider this to be an average ad. It gets the job done, but it could have been typed. Fixed Class B ad.

Display ad

semrush ads everywhere

Providing display ads is as important as the ad itself. The mastery course in brand ownership is to own a story about the brand and the display ads that surround it.


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What ads do well:

  • Offer value to the user without forcing sales.
  • Ad design grabs the user’s attention and directs them to an important call to action.
  • Strengthens the impact of news broadcasts.

These ads are slightly below in these areas:

  • Brand inconsistency is due to “rebrand,” which means the use of old and short-term funds.
  • While a properly branded ad does a good job, the RDA below the article is irrelevant. If it had filled the long title / description a little more, it would probably have worked well.
  • The funds spent on RDAs leave too much negative space, making them look like amateurs.

These ads are good, and what stops them from being great is brand consistency / human error. Overall, I would go with B + / A- because they have an effect on the halogen on the side they are on.

Facebook ad

great facebook ad with snowThis is a magic ad for many reasons:

  • Product and personality in full screen!
  • The alignment is right and speaks of a pain point that buyers may experience and can use to resolve them.
  • Great balance of written and visual content, which makes CTA shine.

Just a few small improvements to consider:


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  • Some may see the use of language / product brazen, which may prevent some from committing (I think a valid risk).
  • The ad emphasizes many flavors instead of shapes. They may get a better commitment by showing that they are more than a cream.

All in all – a solid A + from me!

YouTube ad

semrush ad before the Hades song

Semrush’s video ad does a good job in many ways:

  • Covers “who”, “what” and “why” during the first six seconds of the ad.
  • Product / personal ads and landing pages make it easy to engage.
  • Takes a complex topic (local Search Engine Optimization) and makes it a deliberate claim.

This ad could be improved:

  • Better frequency limitation. As good as this ad is, it expires a little 20 times after you’ve seen it.
  • The sound feels robotic, which can drive the user away.

All in all, it’s a B + ad that conveys value nicely and leverages form.

Take with

Good commercials are the result of smart creativity, respect for the needs of the channel, and talking to potential people.

Do you have any questions about PPC? Send through This shape or tweet me @navahf with the # AskPPC tag. See you next month!


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