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Ad Copywriting
Metric cards filed under Ad Copywriting.
Ad Copywriting
Stop Writing Ads for Clicks: Write for the Human Who Ignores You
MetricClick-through rate (CTR)
FormatDisplay and social ad copy
BenchmarkRoughly 0.1% to 2% for display; 0.5% to 3% for social
Moves withAd relevance, audience targeting, copy clarity, visual hierarchy, call-to-action strength
Most ad copy is written for the click.
Ad Copywriting
Your Ad Copy Is Only Half the Battle: Fix Your Quality Score
MetricQuality Score
FormatPaid search text ads (search engine text ad auctions)
BenchmarkRoughly 5–8 on a 1–10 scale for well-managed accounts; anything under 4 usually signals a fixable relevance problem
Moves withExpected click-through rate, ad relevance to the query, landing page experience, keyword-to-ad-group tightness, ad copy match to intent, page load speed and content match
Quality Score is the shorthand that search advertising systems use to summarize how relevant your ad, keyword, and landing page are to the person typing the query.
Ad Copywriting
Responsive Search Ads vs. Smart Bidding: Which Wins for Your Ad Copy?
MetricAd copy effectiveness, judged through click-through rate, conversion rate, and quality signals that influence auction outcomes
FormatResponsive search ads: multiple headlines and descriptions assembled automatically into combinations, paired with automated bidding strategies
BenchmarkRough ranges only: responsive search ads often lift click-through rate modestly versus single static ads, while automated bidding tends to shift conversion volume and cost per conversion rather than click-through rate; treat any specific figure as directional, not predictive
Moves withAsset variety and relevance, headline and description distinctiveness, pinning choices, landing page message match, conversion tracking accuracy, bidding target and budget, audience signals, and the volume of conversion data available to the bidding system
Responsive search ads and automated bidding are often discussed as if they compete for credit for the same result.
Ad Copywriting
Stop Blaming the Algorithm: Your Ad Copy Is the Real Problem
MetricClick-through rate (CTR)
FormatDisplay and social ad copy (text, image, or video creative)
BenchmarkRoughly 0.1% to 0.5% for display; 0.5% to 1.5% for social
Moves withHeadline clarity, offer relevance, audience targeting, creative format, call-to-action strength, ad placement
When an advertising campaign underperforms, it is tempting to point the finger at the delivery algorithm.
Ad Copywriting
Your Ad Copy Isn't for Google. It's for the Auction.
MetricAuction-time copy relevance (a composite of expected click-through rate, expected conversion rate, and ad relevance diagnostics that feed auction eligibility and pricing)
FormatSearch and feed-based text ads (headlines, descriptions, and extensions) in auction-based systems
BenchmarkRough ranges: strong copy often lifts CTR by 10–30% relative to weak copy; conversion rate lifts of 5–20% are plausible when message matches intent; auction-time relevance diagnostics commonly land in above-average or average tiers for well-aligned copy
Moves withKeyword-to-copy alignment, query intent matching, benefit specificity, call-to-action clarity, emotional resonance, format compliance, landing page message match, and iterative testing cadence
Most advertisers write ad copy as if they are speaking directly to a person.