- Nov 29, 2022
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Affiliate marketing in gray-hat verticals often feels like walking a fine line, with Google Ads' stringent policies posing real challenges for advertisers. Yet, there’s still hope! This article explores proven strategies for creating ad creatives that both pass Google’s moderation and deliver high conversion rates.
Inspiration Sources for Google Ads Creatives
To craft creatives that resonate with the target audience, it’s vital for media buyers to gather ideas and insights from various sources. Here are some key inspiration sources:- spy tools: Platforms like Anstrex and PowerAdSpy are invaluable tools for media buyers, offering insights into competitors’ successful (and unsuccessful) campaigns. Observing what works elsewhere allows advertisers to adapt those strategies for their own offers. Additionally, Google recently introduced the Ads Transparency Center, providing a new way to analyze competitors' ad tactics on the platform.
- Social Media: Networks like Facebook, Instagram, TikTok, and Pinterest are treasure troves of user-generated content and trends. Popular memes, video comments, and trending posts can spark fresh ideas for Google Ads campaigns.
- Forums and Niche Sites: Reddit, Quora, and specialized blogs offer a window into the target audience’s preferences and pain points. Observing the language and communication styles can help create relevant and engaging creatives.
- Review Sites: User reviews often reveal practical outcomes, pain points, and solutions offered by different products. This insight can be pivotal in crafting persuasive, relatable ad content.
In Google Ads, the rule is generally “the more, the better.” Creating at least 10-20 variations per campaign prepares advertisers to quickly adapt creatives if performance begins to dip.
Proven Creative Approaches for Google Ads
Here are some of the best practices for designing video and static creatives that work in gray-hat verticals on Google Ads.Native Formats
For crypto offers, it’s effective to use triggers like “How to protect your savings from inflation” or “Investing in the future: A beginner’s guide.” In some geos, focusing on themes like securing family finances can resonate well with audiences.For gambling and betting, creatives with headlines like “Top Betting Strategies” or “Best Sports Analysis Apps” perform well. Landing pages often list multiple offers to make them look less promotional and more like informational resources. For Google’s Universal App Campaigns (UAC), the best practice is to present a user-friendly version of the app while subtly hinting at gaming features.
In the health supplement (nutra) niche, topics like “Secrets of Healthy Weight Loss” or “Natural Ways to Boost Energy” convert well, emphasizing a native, relatable tone.
Expert Content
For crypto-related campaigns, expert content might involve simulated interviews with industry experts, market analysis, or trending news in the blockchain space. Pre-landers styled as news sites work well, highlighting the benefits of the offer with a clear call-to-action.
For gambling and betting, expert content may include match predictions or strategy guides presented by industry pros. This tactic is often used in incentive traffic campaigns as well.
For nutra offers, expert content may include health advice or scientific research; however, referencing unlicensed or unverified “experts” can lead to account bans. Using trusted Google Ads agency accounts can mitigate some risk here.
Storytelling
A particularly effective approach for Google Ads, especially in video format, is storytelling. On platforms like YouTube, story-based ads (pre-rolls) are prevalent.
For crypto offers, success stories—such as individuals who achieved financial freedom through investing—tend to perform well. Visuals associated with success, wealth, and passive income create a compelling narrative.
In gambling and betting, user success stories and emotional victory moments are effective but should avoid direct triggers like “online casino” or “jackpot.”
For nutra, personal stories of health transformations work particularly well, helping to establish trust and relatability.
What Google Doesn't Like in Creatives
While it’s important to understand best practices, it’s equally essential to know what to avoid:- Bold Claims and Guarantees: Statements like “Earn a million in a week” or “Lose 10 kg in 5 days” trigger instant bans.
- Shocking Content: Explicit images, aggressive language, and offensive remarks should be avoided.
- Clickbait: Exaggerations or misleading headlines are easily flagged by Google.
- Prohibited Topics: Weapons, drugs, and other restricted content should never be included, even in disguised form.
Common Mistakes in Google Ads Creatives
Here are some typical pitfalls that advertisers should avoid:Text
- Overloading text with multiple ideas in one sentence.
- Grammatical and punctuation errors.
- Lack of a clear call-to-action.
- Excessive sensationalism and clickbait.
- Multiple exclamations or emojis in headlines.
Images
- Using low-resolution, overly filtered stock images.
- Using less than 20% of the space for conveying key information.
- Overcrowded visuals with too many elements.
Videos
- Demonstrating the offer’s value clearly in the video.
- Changing visuals or sounds within the first five seconds to hold attention.
- Including subtitles or captions for better audience engagement.