To some, having more characters to fill with ad copy is akin to torture

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Often surprising things we learned by running text analyses on some of the best ads in Google Ads from the past year.This analysis was a group effort. Shout-out to everyone who worked on the project including our data analyst Josh Brackett, our web team leader Meg Lister, our designer Kate Lindsay, and content team leader Elisa Gabbert.About the Data Set: How Did We Define “Best Ads”?Here’s how we arrived at our set of top Google Ads ads.

Our free Google Ads Performance Grader checks every account that runs a report to determine Benin WhatsApp Number that account’s best ad (along with its worst ad)best ads text optimzation adwords grader wordstreamWe pulled all the data collected from Grader reports between August 1, 2016 and April 30, 2017, then looked at the top 15% of ads seen during that time period (judged by a combination of impressions, clicks, and CTR), which gave us 612 total ads to analyze.We only looked at advertisers bidding in USD, AUD, CAD, and ZAR, and eliminated non-English ads and duplicates from that set. We also split the set into branded and non-branded ads (335 brand ads, 277 non-branded).





We separated out branded ads (brand ads are the ads that show up when users search for a business’s brand name) because these ads naturally tend to have very high performance, including high click-through rates and Quality Scores. Why? Because people searching for a brand name are often just trying to navigate directly to your site; plus, they’re already heard of you, so there’s natural brand affinity (which can increase CTR by 2 or 3x). Therefore, we excluded brand ads from most of our analysis, so we could see what tricks and tactics lead to super high performance even when businesses don’t have the benefit of high brand affinity.With that said, let’s get into the data!.1: What Are the Most Popular Words in the Best-Performing Ads?Back in 2016, Google released Expanded Text Ads, which basically double your ads’ max character counts.pared to their predecessors, Expanded Text Ads are a sprawling canvas. ; to others, it represents.