Align custom product page assets with keyword themes.
When you create an ad variation for a particular ad group, connect its custom
product page content with your keyword theme.
Let’s say you were promoting a travel app called TripTrek and had an ad group with keywords like travel dining planner and vacation food journal. You could create a custom product page that showcased your dining-related app features to match your ad creative with the keywords for that ad group.
Highlight new features and relevant content.
Whether you’re launching a new look, additional features or functionality, or a special promotion, ad variations allow you to elevate your offering and your message. Give users a peek at your app interface with refreshed screenshots and app previews, and call out updates or promotions in your text.
For example, if you were running a custom ad for a maze game, you could showcase new levels to catch the attention of interested customers.
Instead of modifying settings, run tailored creative.
The search terms people enter — not the audience profiles they fit — are the strongest signals of their interests and intent. Rather than modifying your audience settings, boost ad relevance by using creative assets that resonate with customers’ searches. For example, if you were promoting a fitness app, instead of targeting a male audience, you could use screenshots featuring men to tie to related searches.
If you modify your audience settings, your ad can’t be served to devices with Personalized Ads turned off. Since 78% of search volume comes from devices with Personalized Ads off,* changing your audience settings can significantly limit the number of customers who see your ad.
Tap into the power of key seasons and events.
Specific seasons, holidays, and events can represent big opportunities for downloads. During these key times, you can use ad variations to reflect seasonality, promotions, or celebrations in your ad creative. Create up to 35 custom ads, and activate or pause them as needed throughout the year.
If you were promoting the travel app, TripTrek, you might show festive New Year’s imagery within your custom ad in December to encourage downloads from end-of-year travelers.
Keep your campaign’s countries and regions in mind.
Connect with broader marketing campaigns.
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