PPC
7 Tips for a Killer Call-to-Action

Read to the end of this blog post to receive $1 million!
Oh, if only that were true. However, now that you’re thinking about the proper way to motivate someone, let’s talk about the mighty call to action (CTA).
A CTA is the most important element in most marketing messages. Whether you want people to place an order, set an appointment, or subscribe to your email, CTAs are the final step in making it happen.
Look at that blue call-to-action button telling us what to do next.
But how do you write a good call to action?
In this guide, we’ll show you how to craft the type of CTAs that jump off the screen and get people to do the one thing you really want them to do. Maybe you won’t get a million dollars directly, but with your new CTAs at the ready, you’ll generate a lot more business. And that’s almost as good.
Table of contents
What is a call to action in marketing?
In marketing, a call to action, or CTA, is a word or phrase that tells your target audience what to do next. They can be plain copy, but they’re often clickable links either in text or in a CTA button.
You can use CTAs in just about any type of marketing message. In fact, a customer might see several CTAs as they move from unaware prospect to repeat buyer.
For example, someone might click a “learn more” button on your Facebook ad, then click a “subscribe now” button on your landing page, then click a “buy now” CTA button from your newsletter.
🚨 Boring CTAs won’t cut it. Download this free guide of the 36 best call-to-action phrases ever and start using conversion-boosting CTAs.
Benefits of a good call to action
A call to action is a signpost that leads people down the road of becoming a customer. It helps to keep prospects moving toward that goal so they don’t veer off and get distracted.
These examples show the influence of a great call to action:
- Emails with a single CTA increased clicks by 371% and sales by 1617%.
- CTAs on a landing page increased clicks by 80%.
- Adding well-placed CTAs increased revenue from blog posts by 83%.
Let’s look at how to create these types of irresistible CTAs.
How do you write a good call to action?
A good call to action will attract attention and make it hard to resist taking the next step in ads, emails, landing pages, and more. Read on to learn how to write CTAs that drive conversions no matter where they are (see what we did there?).
1. Use a strong verb to start your CTA
You don’t have a ton of space to get your point across. Don’t dilly or dally. Let your audience know exactly what you want them to do by leading each CTA button with an action verb.
There are different action verbs depending on the type of business you run and what you want your customer to do. Here are a few ideas:
- For an ecommerce website: Start your CTA with words like “buy,” “shop,” or “order”
- If you’re promoting a newsletter or piece of content: Start your CTA with words like “download” or “subscribe”
- For a service-based business: Try CTAs that begin with “call now” or “book your appointment.”
What you don’t want is to simply say something exists. “Our newest fashions are available” won’t stir people to action, whereas “click here for the latest trends” feels kinetic and is more likely to improve your click-through rate.
2. Include words that provoke emotion or enthusiasm
If you want more clicks and conversions, you need to elicit a strong response from your audience. An enthusiastic CTA that taps into emotional copywriting is just the thing to get it done.
Let’s say someone is looking to book a trip with their family. They come across a CTA like “plan your dream vacation today!” That’ll get them hyped and thinking about what their dream vacation looks like. They’ll eagerly click the link in your ad.
Some other ways your CTAs can tap into emotion include:
- Reducing risk and insecurity
- Building trust
- Creating urgency
- Communication value
Don’t forget punctuation. Add an exclamation point to the end of your CTA to max out the excitement. It’ll make your CTA pop and give it a little extra kick.
3. Give your audience a reason to act
In other words, tell people what’s in it for them if they click. Will it help them do their jobs better, lose weight, or save money? This will tie in heavily with your value proposition, or unique selling point (USP). Your USP is arguably one of the most important pieces of acquiring new leads, so creating a nice USP/CTA mash-up is a great way to increase clicks.
A good example of a call to action here would be something like “call us to start saving money today!” Not only have you stated the action you want the user to take (call today), but you have also provided them with a reason why they should take that action (save money).
4. Take advantage of FOMO
This is actually one of my favorite tactics when it comes to a successful CTA. Fear of missing out, otherwise known as FOMO, is an extremely effective motivator. When people think they might lose out on an opportunity that might not come around again, they’ll be mighty quick to hop on the bandwagon.
One of the best uses of FOMO in your CTA is to mention a sale or promotion that your company is holding, and which won’t last forever.
You probably get emails with this sort of messaging all the time, I know I sure do. I’m talking about messaging like “Shop today! Sale ends on Monday,” perhaps during a three-day weekend. Or even “buy now while supplies last!” during the holiday season. It’s tough to ignore a prompt like that, especially during a time-sensitive, under-the-gun type of situation (e.g. the Christmas season).
Similar to provoking enthusiasm as we discussed earlier, provoking fear of missing out in your CTA is sure to get you some additional clicks.
5. Match CTA to device type
Creating a killer call-to-action is important, that’s no secret. But I also urge you to consider customizing your CTA based on the device being used by your audience. Google considers desktop and tablet as the same device, since the screen sizes are roughly the same. People also use them for search in similar scenarios.
For example, someone sitting on the couch at night sees an ad on TV for a product they’re interested in. It’s common for them to grab their laptop or tablet and search for more information on it. It might be best to lead them with a “learn more” or “shop now” CTA.
However, mobile devices tend to have different user behavior and search intent than desktop/tablets. Since 80% of searches for local business on mobile devices convert, it’s prudent to tailor your CTA based on device..
One big difference between desktop and mobile is that on mobile, people have the ability to place a call from the device they’re shopping with. My advice is to create more phone call-centric CTAs that appear on mobile devices, especially for service-based businesses. This lawn care company has a clickable phone number on their landing page.
Some possible CTA phrases to try could be “call now to get started” or “call us today for more information” to guide your target audience to take the action you want them to take.
6. A/B test your CTAs
A good, old-fashioned A/B test is a great way to identify which CTA’s bring you clicks, and which CTA’s bring you frowns. While your tried and true calls-to-action like the ones we’ve already discussed are always good to use, you really never know how they’ll perform in your account until you actually use them.
Digital marketing is definitely a game of trial and error (which is why it can be frustrating!), and your calls-to-action are no exception to the rule. Something could look great on paper, or may sound great when a colleague recommends it to you, but the only way you’ll absolutely know for sure if something will work for your account is if you test it out.
Your target audience may not respond well to what could be considered a “surefire CTA,” which is enough to make you pull your hair out. By A/B testing, you can trial some creative CTAs and compare them to your old standards. If your target audience isn’t responding well to your ads, you might as well try to think outside the box a bit!
Start with:
- Check out today’s deals!
- Fill out a form to get started
- Call today for more information
And test against:
- Tons of deals at your fingertips
- A healthier life starts now!
- Don’t miss out, call us today!
7. Add numbers when possible
We consumers respond well to seeing numbers such as pricing, discounts, promotions, incentives, etc. It helps us to determine whether or not it’s worth splurging on items we desperately want, but probably aren’t essential to everyday life. So when the opportunity arises, why not appeal to your target audience that way?
I am always a big proponent of including pricing information in your ad copy in general, and that includes your CTA. If a user sees your pricing information in your ad, and decides to click through to your site, then you know they are still interested in the product or service you are offering. Now you know you have yourself a valuable click, and an increased chance at generating a conversion.
But, if you don’t include your pricing information in your ads, someone may click through to your site, excited about your products/services, but then get scared off by your prices. Now you have yourself a less than desirable situation. This leads to the dreaded wasted spend in your account, and who wants to deal with that?
Try experimenting with your pricing information in your CTA, as well as any other applicable numerical information. A CTA such as “Shop today for TVs under $300!” not only shows a user how little they will pay for a TV, but it also hits on the FOMO element as well (pretty sneaky huh?).
If you run a special promotion for shipping, you could try something like “order by Sunday for 1-day shipping.” Maybe you are an auto body shop looking to incentivize your audience with a discount; your CTA might look something like “Book today! 15% off your next visit.”
👋 Want more tips on creating ads that convert? Get your copy of our free all-star playbook for online advertising.
8. Be bold in your CTA copy
This can be a little risqué, but adding a dash of brash to your CTA copy can be pretty effective in catching someone’s eye.
One option that can be tough to pull off is using negative words to motivate a person to change something they are self-conscious about. For example, if I was on Google looking to lose weight and saw a call-to-action such as “end your crappy diet today,” I might just want to click. Sure, it’s a bit over-the-top, which is why I recommend using this technique sparingly, but it definitely commands attention.
Here’s another example. Say I want to fix the brown patches in my lawn. I’m perusing Google and see an ad with a CTA like “your yard sucks, let us fix it.” Not only would I probably chuckle, but I would also probably click just to see exactly what that lawn company could do for me. You’re walking a fine line with this technique, but it can pay off.
Boost conversions with strong calls to action
Whether it’s on your website, social media ads, search engine listings, or newsletter, a well-written call to action will get more people to take the next step toward making a purchase.
Remember these eight tips to write a good call to action:
- Use a strong verb to start your CTA
- Include words that provoke emotion or enthusiasm
- Give your audience a reason to act
- Take advantage of FOMO
- Match CTA to device type
- A/B test your CTAs
- Add numbers when possible
- Be bold in your CTA
PPC
How to Make a Click-Worthy YouTube Thumbnail (+Free Tools!)

With millions of videos vying for attention, your YouTube thumbnails serve as the first point of engagement for potential viewers. These seemingly small images carry significant weight in attracting clicks and views.
YouTube thumbnails provide a snapshot of your video content, setting expectations for what viewers can expect. A well-crafted thumbnail not only piques interest but also conveys the essence of the video.
In this article, I’ll share everything you need to know about YouTube thumbnails, including tools to create them, tips to keep in mind, and other lessons I’ve learned from running my own YouTube channel.
Table of contents
What is a YouTube thumbnail?
A YouTube thumbnail serves as a visual snapshot of what a video contains. It appears as a small image next to the title of the video on YouTube’s search results page, related videos section, or the recommended videos section.
This image plays a crucial role in attracting potential viewers and encouraging them to click on the video. The design and content of this thumbnail often influence the decision of a viewer to watch the video or not. Therefore, it holds significant importance in the world of YouTube content creation.
YouTube thumbnail size
The best YouTube thumbnail size is 1280×720 pixels. This is an aspect ratio of 16:9. The minimum width you should shoot for is 640 pixels.
You should also shoot for a relatively small file size—under 2MB. YouTube thumbnails can be saved as JPGs, GIFs, or PNGs.
YouTube thumbnail tips
Your YouTube journey begins with a single image—the thumbnail. This seemingly small, but critically important element is the initial gateway for your viewers.
“If people don’t click, they don’t watch. So, you want to give them something to click,” said YouTube star MrBeast.
Here are some tips to create effective YouTube thumbnails.
Make them engaging
Think of your thumbnails as digital hooks to capture your audience’s attention. Make them visually striking, vibrant, and engaging.
💕 Want more tips and ideas? We’ve got 130+ for you! Get the guide >> 130+ of the Best Online Marketing Tips for Generating More Traffic, Leads, & Sales
Be consistent
Building a recognizable brand on YouTube starts with consistency in your thumbnail design. A uniform style helps viewers easily identify your content. In addition to consistency in your thumbnail design, keeping a close eye on others in your field who share your audience is a smart strategy.
Checking out what your competitors are up to can give you helpful clues about how many people click on their stuff. This helps you see how your channel’s look, content, titles, and colors stack up, so you can ensure you’re putting your best foot forward.
As you can see below, MrBeast’s thumbnails are visually striking and attention-grabbing, featuring bold colors, expressive facial expressions, and compelling imagery. He maintains a consistent style in his thumbnails, making them instantly recognizable to his viewers and helping build a strong brand presence on YouTube.
Represent your video accurately
Your thumbnail should provide an honest representation of your video. Misleading thumbnails can lead to viewer frustration and backlash.
Create an emotional impact
It’s well known that emotions are contagious. This means that watching someone else have an emotional reaction to something can cause you to have the same reaction.
Humans react to other human faces, and it’s an easy trick to get more people to click on your YouTube videos. Humans will naturally assess the emotional state of the face. When their mouth is open, it’s usually to show that they are surprised. When someone sees this surprised reaction, they are enticed to see what is so surprising.
🚨 Speaking of emotion…get our free guide >> 135 of the Best Words & Phrases for Marketing with Emotion
Learn and adapt
Continuously analyze your analytics to adapt your content and strategy based on audience feedback and changing trends.
The thumbnail below was my first to go well (in relation to my other videos). The simple title in the thumbnail, the upward arrow, society’s current fascination with ChatGPT, the length of the video, me in it—smiling and wearing something that matched the color scheme of the thumbnail. These are things I took note of as potential drivers of success for future videos and thumbnails.
Free YouTube thumbnail makers
Here are a few YouTube thumbnail creation tools to try, including the one I use for all my thumbnails.
1. Fotor
I use an app called Fotor to create my thumbnails. Fotor is a fantastic all-in-one platform that makes thumbnail creation a breeze. It’s an easy-to-use photo editing and graphic design tool, available in web, desktop, and mobile versions. It provides a full suite of tools that cover most image editing needs, including face retouching and image-generative AI.
Fotor also includes advanced AI-powered tools such as background remover, image enlarger, and object remover, which make complex edits simple.
I created a super simple video walkthrough where I use it to create a YouTube thumbnail. Check it out here.
2. Canva
Canva is a design tool (with a free option) that can help you create impactful YouTube thumbnails. Simply navigate to the site, choose YouTube thumbnail as your design option, and find an already-created template to customize or create your own design.
Within Canva, you can adjust colors, add your own images, and brand your YouTube thumbnail with your business logo.
3. Visme
Visme is another online design tool that makes it easy to create YouTube thumbnails. Like Canva, Visme has already created templates that you can choose and customize according to your branding.
Simply choose your template, customize it, download it, and you’re all set!
Start making effective YouTube thumbnails with ease
Creating a great YouTube thumbnail is only one piece of the puzzle when it comes to effective video marketing on the site. But the right YouTube thumbnail strategy can help you build consistency, attract people to click on your videos, and increase engagement with your content.
PPC
12 Holiday Emails for Customers (Templates & Examples!)

How to put your customers into a holiday slumber 😴 :
To our valued customers,
As the end of the year draws near, we’d like to take this opportunity to extend a heartfelt thank you to all of you for your support. Thank you for choosing us and we wish you a wonderful holiday season and happy new year!
Want to send an authentic holiday email this year that your customers will actually want to read? This is your cheat sheet!
Table of contents
How to use these holiday email templates
This post contains both the copy and creative you can use for your holiday customer appreciation emails. These emails are longer and more personalized—great for your most loyal customers or for businesses with a small client base. If you want shorter, more general copy, head on over to my holiday greetings and messages.
The copy is also pasted into some templates I made in Canva, which you can access with a free Canva account!
Here’s the link to the templates in Canva.
Holiday customer email tips
In such a short piece of content as this, small details have big effects. Here’s how to get it right.
- Express gratitude! Customer appreciation is the goal here.
- Keep it short and use a conversational tone. This is an e-toast, not a live journal.
- Be inclusive of all holidays, and be warm and positive, but not overly hyped—the holidays can be difficult for many people.
- Make it visual with creative graphics or a team photo.
- Share your growth and achievements to give customers a reason to stay confident in your business. BUT make it about them—the growth you achieved with their support. What you achieved together.
- Connect it back to your mission (NOT your value prop).
- Focus on the future. Speak to an ongoing relationship, but not through a CTA or sales promotion. Save that for your year-in-review email.
Words & phrases to make your holiday email message authentic
Take a gander through these words and phrases you can use that the other gajillion businesses out there aren’t using:
Instead of ‘valued customer’
Don’t call them valued, make them FEEL valued through your messaging.
- Dear customers
- To our awesome customers
- To our customers near and far, old and new
- To all of you
- To each and every one of you
- To the Baker & Co. family
- To the SparkLife community
- To you and your families
- Dear customers, partners, and your families
- Friends
- First name (if you have a small list and can MANUALLY do it).
Instead of ‘exciting year’
It’s been a…
- Lively
- Rewarding
- Exhilarating
- Electrifying
- Wild
- Awesome
- Zestful
- Refreshing
- Bustling
- Bright
- Spirited
- Rousing
- Rigorous
….year!
Instead of ‘as we approach’
Any “as we.” As we approach, enter, wind down, you know them all. How about:
- Every year, I/we
- If you’re like us, you are…
- As the saying goes…
- One of my favorite quotes is
- Ask a question
- Whether this email finds you ___ing, ____ing, or ___ing, we hope it finds you well!
- As I sit here listening to [unique/meaningful/inclusive song name]
- Exactly 11 months ago, we were…..
- When we started out this year we _____. Little did we know…
- Here at ___ we believe in ____, so…
- One of our core values here at ____ is ____.
- As I write this email, I’m watching the snow falling outside my window for the first time this year.
- As it turns out…
Instead of ‘take this opportunity to’
Take THIS opportunity to remove yourselves from the mileu by using phrases like:
- Words can’t describe our…
- We’re reaching out to say…
- We want you to know that…
- We extend our deepest…
- It is with pride and joy that we…
Instead of ‘thank you for your support’
Nothing wrong with this statement, but make it better with specifics.
Thank you for…
- Trusting us with your ____
- Using ____ for your ____ needs.
- Confidence and loyalty to _____
- How much you’ve [taught us, inspired us, encouraged us, etc..]
- Choosing us as your ____ provider
- Giving us a reason to come into work each day
- Showing up to our events
- Your reviews, social shares, votes
- Positive vibes, enthusiasm
5 holiday email templates any business can use
To make your life easier, I’ve compiled some templates that incorporate the tips and words and phrases above. Check’em out.
If you want to You can also customize them in Canva
Template #1—Achievement-focused
To our customers:
Without your enthusiasm and energy, we wouldn’t be where we are now.
Thanks to your feedback, we added eight new features to ProductName this year and earned our highest rating on ReviewPlatform yet. And because of your referrals, we helped twice as many small businesses get online this year than last. And because of you, we love our jobs!
Not only are we excited for 2022 with you, but we also have some big goals and big ideas that we can’t wait to share. So stay tuned! But for now, enjoy the holiday season!
With many thanks,
The ProductName Team
Use the Canva link above to customize this template.
Template #2—Fun & grateful
To the BusinessName community,
As the saying goes, “Gratitude is like gravy—put it on everything!” So we pour out our thanks to you for choosing BusinessName as your PainPointSolver.
Your patronage, your presence, your reviews and shares—all of this keeps our business alive and makes our line of work a pleasure each day.
We wish you all the best this holiday season and look forward to another great year with you!
With thanks,
All of us here at BusinessName
Use the Canva link above to customize this template.
Looking for more creative ideas? How about these 41 Pre-made Holiday Social Media Posts & Canva Templates.
Template #3—From the owner
To each and every one of you,
As I sit here listening to InclusiveMeaningfulSong, I am reminded of how grateful I am to have you in my circle.
StudioName is rooted in relationships, health, and growth and you are the ones who bring it to life. Every day I am blessed with the new energy, new perspectives, and new friends you bring to our studio each day.
I wish all the blessings returned to you during this holiday season and the year to come. Can’t wait to grow with you in 2022!
See you soon,
YourName
Use the Canva link above to customize this template.
Template #4—Mission-centered
To our work out warriors,
Whether the holidays make you happy or sad, giddy or stressed, one thing we can all feel is gratitude.
And that is why we extend our personal thanks to you—for showing up, for trusting us with your health, for your smiling faces, and your feedback.
We are on a mission to make fitness fun and accessible to all and it is dedicated members like you who help us make this possible.
However you’re feeling this holiday season, know that we appreciate you and we can’t wait to see you next year.
Stay well,
The GymName Team
Use the Canva link above to customize this template.
Template #5—Wrap-up with thank you
So…how do you wrap up a fantastic year in X words? We figured it out:
- 32,695 orders
- 200 blog posts
- 84 five-star reviews
- 5 new employees
- 2 awards nominations
- 1 HUGE thanks…
To YOU!
None of this would be possible without all of your shares, likes, comments, and confidence in our resources. This is what keeps us eager to find new things to teach you each day. You are the lifeblood of BusinessName and together, we’re helping more and more people find jobs they love.
Thank you for playing such a pivotal role in our growth. We wish you the best this holiday season and the year to come.
Let’s do it all again next year!
The BusinessName Team
Use the Canva link above to customize this template.
7 real holiday email examples & what makes them great
Here are a few real holiday customer appreciation email examples with non-generic intro sentences and attractive design. And you may also want to check out these additional customer appreciation ideas!
Patchwork: A poem!
You can have a lot of fun with this one!
- Big thanks
- Lots of text but once you start, you can’t stop.
- Visually appealing—although a face would be nice.
Rock Content: Tasteful reminder
This short and sweet holiday email from Rock Content is perfect with:
- Friendly and warm messaging acknowledging my hard work this year.
- A cute GIF of champaign glasses clanking.
- A tasteful reminder of the value it offers at the end.
Hello, Kristen!
✨We are passing by to wish you Happy Holidays!
2022 has been a year full of challenges and achievements. We know you’ve worked a lot this year. Now, it’s time to relax a bit and enjoy the holidays!
We hope you have a great time with friends and family. Enjoy the next few days to recharge your batteries with good times, getting ready to make beautiful things happen in 2023!
Remember that we will always be here to help you deliver high-quality content strategies and enable growth opportunities!
Enjoy the Holiday Season!
🎄🎅🎁☃️❄️
Rock Content Team.
BuildOn: Super-specific
Consider something like this if you’re a nonprofit.
- Just the right amount of gratitude and inspiration
- Visual with smiling face
- Shares specific achievements made possible by YOU
This season, we’re thankful for your support!
With your help, buildOn has empowered thousands of students and strengthened hundreds of communities across the globe.
In the U.S., tens of thousands of urban students have invested nearly 1.4 million hours of service into transforming their communities and empowering themselves. Today, 674 schools are bringing quality education and a chance out of poverty to 90,000 children and adults in the developing world.
None of this would be possible without you. THANK YOU!
WE: Verrry versatile
WE has some inspo in store for you.
- Positive without overdoing it
- Conversational and inclusive messaging
- Attractive visual, although a face would be nice
- Sincere appreciation, could use some specifics
“With the new year comes a sense of renewal: an opportunity to bring out the best in ourselves, moving forward with positivity and purpose. Thank you for being part of the WE Movement this year—whether you’ve been with us every step of the way or have just joined, we truly appreciate having you in our community.
Together, we change the world.”
Office Luv: Faces!
Office Luv nails it.
- Actual employee faces!
- Short and sweet
- No “we’d like to take this opportunity to..”
Later: Future-focused
The thank you section of Later’s 2020 December newsletter is one to model after.
- Conversational tone, with emojis
- Specific thank yous
- Future-focused
- Has a CTA, but just to Instagram profile
2020 has been full of challenges in the social media world and beyond, and we wanted to take a quick moment to say thank you. <3
Thanks for turning up, reading our emails, joining the conversation, sharing the love on social – you’ve made all of our days a little brighter this year.
We promise 2021 is going to be bigger and better than ever – so stay tuned for more new blogs, training, and of course, exciting new Later features!
[Stay tuned]
Chiropractor: Super-personalized
Try out something like this if you’re a solopreneur.
- First name personalization
- Inclusive graphic and smiling face
- Fun poem
- Sense of community
- Sincere thanks
Happy Holidays Kristen!
I know by this point everyone is nestled in and hopefully enjoying friends, families, and holiday cheer! Yet I didn’t want this season to go by without an official Merry Christmas from our home to yours!
We count you among our friends and thank you from the bottom of our hearts for your dedication to your health and in creating your healthy home and life. It means more to us than you know, so thank you!
Wishing you joy and peace,
Dr. Lizie
Send a holiday email this year that your customers will appreciate
You now have all the words, phrases, tips, and templates you need to send an authentic holiday email message to your customers. You have no excuses!
PPC
8 Super-Helpful AI Features in Google Ads

Artificial Intelligence (AI) has become a buzzword in society, particularly with the widespread attention garnered by advanced AI platforms like ChatGPT in recent years. However, even before AI became a household term, it was already embedded in the fabric of digital marketing strategies through platforms like Google Ads.
Google has been a pioneer in harnessing AI to transform the advertising landscape, leveraging machine learning and automation to help businesses optimize their online presence and advertising performance.
In this article, we’ll explore helpful Google Ads AI features that can help you enhance your outcomes, forge stronger customer relationships, and deepen your marketing know-how.
Let’s delve into how these Google Ads AI features are purpose-built to amplify your success:
- AI-driven search campaigns
- Performance Max AI features
- Automatically created assets
- Conversational Experience in Google Ads
- Google Analytics 4 measurement enhancements
- Optimized targeting
- YouTube AI-powered creative tools
- App campaigns
AI features in Google Ads
Let’s take a closer look at the essential offerings that seamlessly incorporate AI to elevate your Google Ads experience.
1. AI-driven search campaigns
Leveraging the sophistication of machine learning, AI-driven search campaigns are now smarter than ever, fine-tuning bidding strategies, broadening match types, and honing ad relevance with incredible precision as it happens. This evolution means your targeting is not just effective—it’s strategic, maximizing your investment returns.
Over the years, the capabilities of broad match have significantly advanced, allowing you to refine your search ads campaigns further. By pairing broad match keywords with Smart Bidding and responsive search ads, you’re not just casting a wider net but also capturing a plethora of conversion opportunities that might have otherwise slipped through the cracks, thereby unlocking new avenues for ROI.
🛑 Want to improve your Google Ads results? Find out where to focus with a free, instant audit >> Google Ads Performance Grader
2. Performance Max AI features
By now, most digital marketers are familiar with Performance Max, a crucial tool in Google’s advertising suite. But are you fully aware of all its AI-driven features?
Performance Max stands apart for its ability to leverage the extensive range of Google’s advertising channels and resources, going beyond traditional search terms to identify opportunities for high returns on investment.
It’s engineered not just for broadening reach but for diving deep into previously unexplored audience segments and conversion opportunities.
At its core, Performance Max harnesses Google’s vast data resources to unearth potential customers who might otherwise remain hidden, tapping into new market segments and user interests. This capability is powered by sophisticated AI signals and machine learning, which analyze user behavior, preferences, and trends across the internet, offering a more nuanced and effective approach to targeted advertising.
3. Automatically created assets
This tool is a standout for enhancing search ad relevance. It crafts headlines and descriptions based on your ad’s context, like the landing page and existing ads, improving Ad Strength. Supporting multiple languages and soon integrating generative AI in the US and UK, it offers even more tailored content.
4. Conversational Experience in Google Ads
Engage in natural language conversations with Google Ads to create effective keywords and assets. Just input your website URL, and the AI suggests campaign elements, which you can modify. In beta testing for English in the US and UK, it’s a significant time-saver and a source of creative inspiration.
⚡️ Is your Google Ads account set up for success? Download now >> The Last Guide to Google Ads Account Structure You’ll Ever Need
5. Google Analytics 4 measurement enhancements
Incorporating AI, Google Analytics 4 stands as a robust measurement tool that can automatically extract insights and anticipate future consumer trends. This predictive ability is particularly valuable for advertisers looking to refine their campaigns for optimal performance and gain a more nuanced understanding of their consumer base.
To illustrate this, I’ve crafted a video detailing how reports within GA4 can effectively integrate purchase data and revenue predictions.
This resource is designed to empower advertisers with the knowledge to leverage GA4’s advanced reporting features to their fullest potential, ensuring that every campaign is backed by data-driven strategies and a clear view of expected financial outcomes.
6. Optimized targeting
Optimized targeting with AI represents a leap forward in audience solutions. It doesn’t just work with the top audiences you already know; it also harnesses signals from across Google’s entire ecosystem to direct you to new, relevant customers. These customers are selected based on their likelihood to convert, aligning with your specific campaign objectives.
Your understanding of your customer base and their value is crucial—it guides the AI to make smarter, more relevant matches. When you blend this understanding with Google’s AI capabilities, you’re not just expanding your reach; you’re also fine-tuning it for relevance, which can significantly enhance your ROI.
This synergy between your insights and Google’s technology paves the way for more efficient campaigns that don’t just aim for reach but aim for the right kind of reach.
7. YouTube AI-powered creative tools
AI-powered creative tools on platforms like YouTube are revolutionizing the way video ads are created and enhanced. This is especially relevant given the diverse ways audiences consume content. Whether it’s scrolling through Shorts, watching the latest drop from a favorite creator on the TV screen, catching an upcoming NFL game, or tuning into live events like the Oscars, YouTube is where the world watches.
In this landscape of varied viewer habits, connecting with audiences on YouTube is easier than ever. Using AI-driven tools, you can generate engaging video ads or enhance existing ones with options like trimming, flipping, and adding voiceovers. These features ensure your ads are not only high-quality but also perfectly tailored to match the viewing preferences of your audience.
You can also launch targeted video campaigns tailored to your specific goals. For instance, Video reach campaigns are great for building awareness, Video view campaigns are designed for driving consideration, and Video action campaigns are aimed at prompting action. This strategic approach, using AI-powered tools and campaign types, helps you not only reach your audience on YouTube but engage with them in the most effective and relevant ways, regardless of how they interact with the platform’s diverse content.
8. App campaigns
App campaigns, specifically tailored for mobile applications, utilize AI to streamline the promotion of apps across Google’s most prominent channels within a single campaign. They are adept at identifying and retaining high-value app users, as well as re-engaging those who already use your app.
Whether you’re marketing a retail app or rolling out a new game, App campaigns are your go-to strategy for connecting with the most valuable users. By simply setting your goals, these campaigns leverage the full might of Google AI to effectively promote your app across vast channels, all from one consolidated campaign effort.
To take this further, consider trying AI-powered solutions like App campaigns for engagement and tROAS (Target Return On Ad Spend) for ad revenue. These tools are excellent for re-engaging existing customers and exploring new avenues to grow revenue. They represent the cutting edge in digital advertising technology, enabling you to maximize both reach and profitability with unprecedented ease and efficiency.
Find the right Google Ads AI-powered feature for your business
In conclusion, the integration of AI in Google Ads represents a significant advancement for digital marketers. It multiplies your expertise, allowing you to augment your creativity and knowledge with powerful, data-driven insights.
This technology enables you to market faster and more effectively, meeting customers precisely where they are, even in the most unpredictable scenarios. Most importantly, it drives reliable and strong ROI, unlocking new avenues for growth.
By leveraging AI in your Google Ads campaigns, you’re not just keeping pace with the digital marketing landscape; you’re setting the bar higher, transforming challenges into opportunities for success and growth.
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