Best Practices

Let's explore together the types of ads you can create with Leadzai platform.

What are Responsive Search, Dynamic Search and Responsive Display Ads?

Responsive search ads and dynamic ads are two powerful tools that can greatly enhance a campaign's performance by creating more relevant and engaging ads for users. In this article, we will explore the differences between RSAs and DSAs, as well as how they optimize ad performance by increasing relevance, personalization, and engagement with users.

Responsive Search Ads

Responsive search ads help to create ads that change to show more relevant messages to your customers. By entering multiple headlines and descriptions, different combinations will be tested over time to see which ones work best. This can improve the campaign's performance, helping to maximize the ad's relevance to users and drive better results. 🚀

The networks will take the headlines and descriptions you provide and create multiple ad combinations without repeating the same content, it’s possible to include up to 15 headlines and 4 descriptions. Responsive search ads will show one, two, or three headlines depending on what will work best for each individual search query.

Here are some of the benefits of Responsive Search Ads:

• Create flexible ads that adapt to different device widths;
• Save time by providing multiple options for headlines and descriptions;
• Tailor content to match customers' locations;
• Reach more potential customers;
• Increase ad group performance;
• Attract more clicks.

Dynamic Search

Dynamic Search Ads make it easier to reach customers that are looking for what you offer. They are great for advertisers with a strong website or a lot of products. The website’s content is used to target ad and fill in any gaps in your keyword campaigns. The headlines and landing pages for these ads are automatically generated from the website content, making the ads relevant. Following, all that is needed is creative descriptions 🙌

💡Dynamic Search Ads offer several advantages that can help reach new customers efficiently. 

By automatically matching keywords, bids, and ad text with each product on your site, it is possible to save time and eliminate the need for manual adjustments. Additionally, it also allows choosing the scope of the ads, whether targeting your entire website or specific categories. This flexibility enables you to avoid displaying ads for products that are out of stock and focus on promoting products that are available for purchase.

Responsive Display Ads

Responsive display ads are a type of ad format that automatically adjusts its size, appearance, and format to fit the available ad space on a website or app. These ads use machine learning to optimize their design based on the user's device, context, and behavior. 

Responsive display ads can incorporate text, images, and videos, and can be displayed on a variety of websites and apps across the Google Display Network. They are a popular choice for advertisers looking to reach a wide audience and drive conversions through visually engaging and flexible ads.

Here are some of the benefits of Responsive Display Ads:

• Increased reach: Multiple assets can be uploaded for each type, allowing for customization to fit various ad spaces;
• Time-saving: Manage ad portfolios efficiently and allocate more time to improving performance;
• Feed integration: Personalized content from feeds can be added to display ads for a more targeted approach.

🚀 Utilizing Responsive Search Ads, Dynamic Search Ads and Responsive Display Ads in online advertising strategy can help improve the performance and effectiveness of campaigns and drive better outcomes for the business.

If you require additional assistance, don't hesitate to contact us. You can reach us by email at support@leadzai.com

 We're here to support your growth journey. Let's thrive together!

Network policies are guidelines and regulations that dictate what types of content are allowed (limited) or prohibited (disapproved), as well as the actions users and advertisers can take and are constantly being updated by the networks.

Adhering to these policies is crucial for maintaining a positive user experience, ensuring platform integrity, and avoiding campaign restrictions or account suspension.

While here you can find a compilation of the most recent policies of each network on their own knowledge center, it's important to understand that these are just a starting point. We highly recommend taking the time to thoroughly review all policies and necessary actions to ensure compliance and avoid it in new campaigns.

Leadzai is the intermediary between the network and the campaign, guaranteeing compliance with all the processes involved in ensuring the success of your campaign.

List of the most common policies, per network

If you require additional assistance, don't hesitate to contact us. You can reach us by email at support@leadzai.com

 We're here to support your growth journey. Let's thrive together!

In today's hyper-connected world, digital marketing has become the cornerstone of brand visibility, engagement, and growth. With consumers spending more time online than ever before, businesses must craft compelling digital marketing campaigns to capture attention, drive conversions, and achieve their goals effectively. 

However, success in the digital realm requires more than just creativity and intuition: it demands a strategic approach guided by best practices. In this article, we'll explore best practices for a successful campaign creation.

When you create a campaign, you should begin by asking, "What do I want to achieve?". Let’s break it down for you.

1. Define Your Goals

Before creating your campaign, it's crucial to establish clear and measurable objectives: What is the objective of my campaign?

Whether your aim is to increase brand awareness, drive website traffic, generate leads, or boost sales, defining your goals sets the foundation for a focused and effective strategy. 

2. Know Your Audience and Target Location

Reaching the right people will allow you to channel your efforts, recourses, and budget in a more efficient way. Conduct thorough research to uncover insights about your audience's demographics, interests, behaviour, and pain points. By creating a detailed audience, you can tailor your content and messaging to address the specific needs and preferences, maximizing relevance and engagement.

3. Know Your Competitors and Develop Compelling Content

Create high-quality, value-driven content that resonates with your audience and aligns with your campaign goals. Know your competitors and stand out!

After analysing and defining these questions, you are ready to move forward with building your campaign!

When building a campaign, make sure to have the following aspects in mind:

Ad Copy:

• Focus on unique aspects of your service offering when creating/changing a copy e.g. free estimates or offers, warranties, etc;
• Implement copy variations and manual A/B testing;
• Utilize keyword insertions - be sure to have adequate keywords;
• Use URL display paths - they hint at value proposition and website content.

Ads:

• 3-5 ads per Ad Group

Adgroups:

• Avoid “overbuilding” the campaign. With low budgets, stick to 1 or 2 ad groups, as less will be available for keyword allocation;
• Organize your ad groups systematically, by services, customer intent, different promotions, and more.

Locations:

• Avoid using very narrow or restrictive location targeting;

Keywords:

• No more than 20 keywords per ad group;
• Avoid keyword redundancy;
• Avoid basic keywords: Instead of "Plumber", implement "Urgent plumber near me", "Plumber in Brussels", etc;
• Test the same keywords with different match types;
• Use URL display paths - they hint at value proposition and website content.

For Google specific campaigns:

• Work on the extensions of the campaign - they can be a valuable tool to provide extra information to the clients.

For Meta specific campaigns:

• Always select the most relevant category in the Audiences tab;
• Keep the copy concise and clear: Use short sentences and bullet points to break up text and make it easier to read;
• Emojis can also help to capture attention and make the ad more visually appealing;
• Always add a compelling CTA (instruct the users clearly on what you want them to do next, like "Visit our website", "Call now!").

Enter our platform and let us take you through the step-by-step process, always oriented towards the objectives that have been defined. In our “How to guide” section, you can find a step-by-step guide of how to create your campaigns.

If you require additional assistance, don't hesitate to contact us. You can reach us by email at support@leadzai.com

 We're here to support your growth journey. Let's thrive together!

There are several reasons why we can or need to make changes to our campaign.
However, a campaign should be optimized or revised, above all when the results are not meeting expectations or when the initial objectives of the campaign have changed.

To optimize your campaigns, you need to use the right tools to collect, analyse, and act on your data. Depending on the type, objective (goal) and network where your campaign is being advertised, you might use different tools for optimization.

However, in general terms, we can start by analysing CTR and Quality Score metrics. From here we will have a guideline to understand where we should intervene.

There are some metrics that we can analyse and that are common to all objectives: 

• Landing Page Quality;
• Campaign settings;
• Ad Quality and Strength;
• Target Geographical Areas;
• Search Terms;
• Schedule.