[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fgolden-rules-ad-innovation":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":12,"class_list":14,"acf":22,"head_links":331,"breadcrumbs":332,"reading_minutes":147,"category":340,"head":342},"2017-09-08T13:40:00",{"rendered":6},"\n\u003Cp>In a world of boring ads, getting creative with ad copy can really make your ad stand out from the crowd. We asked our PPC team to give us their best tips for creating successful, innovative text ads.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"stay-relevant\">\u003Cstrong>Stay relevant\u003C\u002Fstrong>\u003C\u002Fh4>\n\n\n\n\u003Cp>Ad relevance is important not only for encouraging users to click on your ads, but also for getting your ads to show in the first place. If you want to maintain a high quality score at a lower CPC, keeping your ad copy relevant to the keywords you want to show for is crucial!\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Show off your business’ USPs in the headline text & keep your copy ultra keyword-focused to maximise ad relevance and quality score.\u003C\u002Fli>\u003Cli>Don’t underestimate the power of \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fcopyhackers.com\u002F2013\u002F07\u002Fpersuasive-writing-psychology\u002F\">language psychology\u003C\u002Fa> – be creative with language & your ad copy will be more persuasive.\u003C\u002Fli>\u003Cli>Reflect your landing page copy in your ad – there’s nothing worse than a promising ad which leads to a terrible landing page.\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"stand-out-from-the-crowd\">\u003Cstrong>Stand out from the crowd\u003C\u002Fstrong>\u003C\u002Fh4>\n\n\n\n\u003Cp>The slightest difference in ad copy can give you that edge, and convince users to click on your ad rather than your competitors’ or an organic search result, especially if you are showing alongside multiple competitor ads. Make sure to emphasise what makes your company special!\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Use impressive numbers and stats to your benefit – for example, “100% UK-Made” or “We Respond In 20 Minutes”. These can be the features that push users towards your ad over another. \u003C\u002Fli>\u003Cli>Include a seller rating extension. \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.brightlocal.com\u002Flearn\u002Freview-search-click-through-study\u002F\">84% of people\u003C\u002Fa> trust online reviews as much as personal recommendations, so eCommerce businesses should reap the benefits!\u003C\u002Fli>\u003Cli>Avoid ad blindness in SERPs – if you’re keyword matching your ad copy then it’s easy to end up with a Headline 1 that looks like everyone else’s!\u003C\u002Fli>\u003Cli>Using countdown clocks for limited time offers can encourage customers to buy your product within a certain time period.\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"look-professional\">\u003Cstrong>Look professional\u003C\u002Fstrong>\u003C\u002Fh4>\n\n\n\n\u003Cp>Your ad might be the very first touch point that user has with your brand – so it’s important that you look the part. You can’t go wrong following Google’s best practice guides, but it’s worth going the extra mile to give your brand a sense of authority in the SERPs.\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Include a relevant “path” on the end of a URL. This helps customers to know that the ad is taking them to a relevant page that meets their needs.\u003C\u002Fli>\u003Cli>Make the most of \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.crazyegg.com\u002Fblog\u002F5-adwords-extensions\u002F\">ad extensions\u003C\u002Fa>! As well as contributing to quality score, ad extensions provide more information about your products & services to give you more SERP real estate.\u003C\u002Fli>\u003Cli>It’s a no brainer, but dOn’T tALk LikE tHIs. Using proper spelling and punctuation contributes to the first impression that users have of your company.\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"know-your-audience\">\u003Cstrong>Know your audience\u003C\u002Fstrong>\u003C\u002Fh4>\n\n\n\n\u003Cp>It’s impossible to write a successful ad without knowing who you are aiming it at. Careful consideration of your audience and their needs can translate into a higher click-through rate as well as increasing conversions.\u003C\u002Fp>\n\n\n\n\u003Cp>Depending on your audience it’s worth considering using emojis in ad copy, especially on social media. It’s hard to argue with a \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.wordstream.com\u002Fblog\u002Fws\u002F2015\u002F11\u002F19\u002Ftwitter-emoji\">25.4% increase\u003C\u002Fa> in Twitter engagement and a \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.quintly.com\u002Fblog\u002F2017\u002F01\u002Finstagram-emoji-study-higher-interactions\u002F\">17% increase\u003C\u002Fa> in Instagram interactions!\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Use labels in combination with automated rules for scheduled ad copy that impresses your audience with its relevance and timeliness.\u003C\u002Fli>\u003Cli>Think about your user’s needs – they’re searching because they have a problem, so solve that problem in the ad copy. \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fbrighton-seo-2017-sophie-turton-psychology-language-ppc\u002F\">Don’t ask questions, answer them!\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"customise-customise-customise\">\u003Cstrong>Customise, customise, customise!\u003C\u002Fstrong>\u003C\u002Fh4>\n\n\n\n\u003Cp>We’ve already established that users are more likely to click on ads which are most relevant to their needs. Adwords has a variety of features that allow you to customise your ads based on both the search query and the data Google has about the user themselves.\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Use device-specific campaigns for device-specific ad copy to keep on top of your campaigns and get the most out of your ads.\u003C\u002Fli>\u003Cli>Work with \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fsearchengineland.com\u002Fright-way-get-dynamic-google-adwords-252286\">IF functions\u003C\u002Fa> – customise ads to create unique messages for specific retargeting audiences, devices & location keywords to create more personalised, effective ads.\u003C\u002Fli>\u003Cli>Get creative with \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fadwords.googleblog.com\u002F2017\u002F03\u002Fdynamic-search-ads-are-now-more.html\">DSAs\u003C\u002Fa> – although the URL & headlines are dynamically generated, description lines can be tested against a variety of new search terms and converting ad copy can inspire further split tests in your other search campaigns.\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>Of course not all of these tips will benefit every campaign, but every campaign needs regular innovation. Evaluate your business goals and see which techniques could work for you!\u003C\u002Fp>\n\n\n\n\u003Cp>If you’d like to discuss how the PPC team could help your business, please \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> to find out more!\u003C\u002Fp>\n",false,"standard",[10],40,[],[13],135,[15,16,17,18,19,20,21],"post-9138","post","type-post","status-publish","format-standard","hentry","category-ppc",{"page_content_modules":23,"hero":143},[24,90],{"acf_fc_layout":25,"reduced":26,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":26,"title":27,"content":6,"authors":28},"blog_post_content",true,"The Golden Rules Of Ad Innovation",[29],{"id":30,"path":31,"display_name":32,"job_title":33,"description":34,"avatar_url":35,"acf":36},33,"\u002Fabout\u002Four-team\u002Fimpression-team\u002F","Team Impression","","This post may have been written by a past member of the Impression team, or be a collaboration of us all. We hope you like it!","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":33,"full_bio":33,"specialist_service_links":7,"photo":37},{"ID":38,"id":38,"title":39,"filename":40,"filesize":41,"url":42,"link":43,"alt":33,"author":44,"description":33,"caption":33,"name":45,"status":46,"uploaded_to":41,"date":47,"modified":47,"menu_order":41,"mime_type":48,"type":49,"subtype":50,"icon":51,"width":52,"height":52,"sizes":53},12476,"Impression-Icon","Impression-Icon.jpg",0,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&q=90","\u002Fimpression-icon\u002F","12","impression-icon","inherit","2021-11-02 16:49:21","image\u002Fjpeg","image","jpeg","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",500,{"thumbnail":54,"thumbnail-width":55,"thumbnail-height":55,"medium":56,"medium-width":57,"medium-height":57,"medium_large":58,"medium_large-width":59,"medium_large-height":59,"large":60,"large-width":61,"large-height":62,"1536x1536":63,"1536x1536-width":64,"1536x1536-height":64,"2048x2048":65,"2048x2048-width":66,"2048x2048-height":66,"post-thumbnail":67,"post-thumbnail-width":68,"post-thumbnail-height":69,"12_col":70,"12_col-width":71,"12_col-height":72,"default_landscape":73,"default_landscape-width":74,"default_landscape-height":75,"default_portrait":76,"default_portrait-width":75,"default_portrait-height":74,"6_col_and_margin_short":77,"6_col_and_margin_short-width":68,"6_col_and_margin_short-height":72,"11_col_and_margin":78,"11_col_and_margin-width":79,"11_col_and_margin-height":72,"9_col_rectangle":80,"9_col_rectangle-width":81,"9_col_rectangle-height":82,"11_col":83,"11_col-width":84,"11_col-height":72,"staff_image_696_600":85,"staff_image_696_600-width":86,"staff_image_696_600-height":75,"rectangular_thumbnail":87,"rectangular_thumbnail-width":88,"rectangular_thumbnail-height":89},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=200&q=90&w=200",200,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=768&q=90&w=768",768,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=1536",1536,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=2048&q=90&w=2048",2048,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,600,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",696,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":91,"reduced":26,"top_overlap":92,"bottom_underlap":92,"disable_observer":-1,"heading":93,"cta_text":94,"cta_link":95,"items":96},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[97,112,130],{"type_key":16,"title":98,"excerpt":99,"to":100,"postedAt":101,"readingTime":102,"image":103,"authors":104,"category":109},"What’s new in Paid Media: October 2026 industry updates","\u003Cp>Welcome to the latest blog from the  Impression Paid Media Team, where we uncover the latest news and trends to help you stay ahead of the curve. Google Performance Max finally adds channel prioritisation Kicking things off with a major update for PPC, Google has rolled out channel prioritisation and budget caps for Performance Max […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-october-2026-industry-updates\u002F","2026-11-11T17:31:28",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F11\u002Fmash-Nu3qsoEHyL4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[105,107],{"name":106,"image":35},"Edward Jolliffe",{"name":108,"image":35},"Jennifer Shin",{"to":110,"name":111},"\u002Fblog\u002Fcategory\u002Fppc\u002F","PPC",{"type_key":16,"title":113,"excerpt":114,"to":115,"postedAt":116,"readingTime":117,"image":118,"authors":119,"category":129},"Impression x Meta: The Metrics That Matter – Key takeaways","\u003Cp>This event took place in partnership with Meta in London on the 1st of October 2026. If you couldn’t make it, here is what each speaker covered.  Introduction to the event, hosted by Liam Wade The session opened with a chess story. In 1996, renowned chess grandmaster Gary Kasparov beat IBM’s Deep Blue supercomputer in […]\u003C\u002Fp>\n","\u002Fblog\u002Fthe-metrics-that-matter-key-takeaways\u002F","2026-10-06T12:41:30",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F10\u002Fandrei-zolotarev-tPn5zuS9DpU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[120,123,126],{"name":121,"image":122},"Liam Wade","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":124,"image":125},"Amy Stamper","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002F4Vy9GYew-Amy-Stamper.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":127,"image":128},"Harriet Fitzgerald","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":110,"name":111},{"type_key":16,"title":131,"excerpt":132,"to":133,"postedAt":134,"readingTime":102,"image":135,"authors":136,"category":142},"What’s new in Paid Media: August 2026 industry updates","\u003Cp>Whilst for many of us the summer holidays are in full swing, the ad platforms haven’t taken a single day off. If you’re just heading back to the office after a stint at the beach, here’s what you missed in August. Meta AI rolls out campaign analysis and optimisation in Ads Manager Meta has built […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-august-2026-industry-updates\u002F","2026-09-01T12:00:26","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F09\u002Fnikolett-emmert-LFY3Lo-V07A-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[137,139],{"name":138,"image":35},"Joe Turnbull",{"name":140,"image":141},"Akshaya Korada","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FAkshaya-Korada.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":110,"name":111},{"type":144,"style":145,"heading":27,"date":4,"updatedAt":146,"reading_minutes":147,"image":33,"imageAlt":27,"categories":148,"collections":330},"blog-post","light","2022-02-07T16:48:36",4,[149],{"id":10,"count":150,"description":151,"link":110,"name":111,"slug":152,"taxonomy":153,"parent":41,"meta":154,"acf":155,"head_links":156,"resource_count":157,"yoast_title":158,"yoast_meta":159,"yoast_json_ld":203,"_links":302,"path":110},273,"\u003Cp class=\"p1\">Keeping up to date with the latest digital trends, strategies, and announcements can be difficult. Our digital experts regularly blog about the PPC news that’s stirring up the industry, so check back regularly or sign up to our newsletter to stay informed!\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">Find out more about our \u003Ca href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC services\u003C\u002Fa>, or browse our latest tips, advice and opinions below.\u003C\u002Fp>","ppc","category",[],[],[],16,"PPC Blog | PPC Tips, Advice & Guides | Impression",[160,162,165,168,171,174,177,179,181,183,186,189,192,195,197,200],{"property":161,"content":158},"title",{"property":163,"content":164},"description","Keeping up to date with the latest PPC trends, strategies, and announcements can be difficult. 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