Unlocking the power of visual assets in Google Ads can significantly increase click-through rates. The link between an ad's visual impression and the perceived quality of the brand and product is a key consideration for potential customers.
In the context of Google Ads, creative assets go beyond mere images, encompassing headlines and copy. While these elements contribute to rankings, the focus, particularly for shopping ads, is on crafting visually compelling images and videos. Here, we delve into the art of creating such assets using the user-friendly platform - Canva.
Navigating Creative Assets:
Understanding creative assets is fundamental; these are the building blocks of a Google ad or campaign, ranging from text and images to videos. For ecommerce, these assets often feature products and descriptions, aiming to attract potential buyers. Canva steps in as a democratizing force, making professional design accessible to everyone.
Crafting with Purpose:
1. Align with Brand and Campaign Goals:
- Align assets not only with brand goals but also the specific objectives of the campaign.
- The creation of themed campaigns, such as for holidays, adds a layer of coherence, enhancing visual impact.
2. Diversity in Asset Mix:
- Quality images and videos can be broadly used in Google Ads: performance max campaigns, shopping campaigns, video campaigns, display campaigns, and demand gen campaigns.
- Incorporating conversational text, alongside compelling visuals, contributes to user engagement.
3. Text Overlay Caution:
- While text overlays can enhance display campaigns, exercising caution in shopping campaigns is vital to avoid triggering Google's "Promotional overlay on image" issue.
4. Regular Asset Check-Up:
- Consistent monitoring of asset performance is crucial, with periodic replacement of underperforming ones labeled as "Low," "Good," or "Best" in the Google Ads dashboard.
Unleashing the Canva Advantage:
What is Canva?
Canva serves as an online design haven, bridging the accessibility gap between professionals and business owners. It provides marketing templates and resources, simplifying the creative process and seamlessly integrating with platforms like LinkedIn or Twitter.
Cost Considerations:
Canva offers both free and paid versions, with the paid options starting at $9.99 per month for individuals and $12.99 for teams. The paid version unlocks a treasure trove of tools and resources for crafting compelling campaign assets.
Canva's Toolbox:
1. Templates Galore:
- Canva houses a vast array of templates tailored for online and offline needs, perfectly sized for various social media platforms and offline layouts.
2. Rich Resources:
- An extensive library of stock graphics, photos, and videos, coupled with sound and music options, enriches creative projects.
3. Editing Brilliance:
- Diverse tools facilitate project tweaking, including font options, photo editing tools, and even video editing features.
4. Background Removal Ease:
- The background removal tool simplifies creating white background images, ensuring a clean and professional look for Google campaigns.
5. Video Editing Magic:
- Canva's video editing features, while basic, offer cutting, splicing, and transition effects. The simplicity is a boon, particularly for shorter productions.
6. Audio Symphony:
- A wide array of audio options lets users add immersive elements to projects, combining speech, sound effects, and music.
Canva stands out as a budget-friendly powerhouse, enabling the creation of compelling product visuals vital for Google Ad campaigns. Finding the equilibrium between visually enticing listings and crystal-clear product images is key to fostering optimal engagement. Amidst a myriad of online editing options, Canva proves itself as a comprehensive and economical platform that surpasses expectations in crafting creative content.
However, it's crucial to note that Google Ads operates differently from paid social platforms, where visuals take a back seat to the user's purchase intention as the primary driver of conversions. Therefore, while visual creation is essential, it shouldn't overshadow the importance of a robust strategy. Prioritize traffic maintenance and audience targeting over visual optimization when aiming for a sales-driven approach. Always ensure a solid strategy guides your efforts for effective results.