Enhancing ad creation and optimisation

Coppafeel!, a charity client of the7stars, are given a monthly budget from Google. However, they faced an obstruction common across ‘Grants’ accounts – ads are often deprioritised in the auction relative to paid ads, resulting in a low CTR.

To combat this, the7stars utilized Squared.io’s AI Ads feature to generate and implement new ad copy ideas. Using a test and learn approach pitting ads built with assistance from AI versus BAU ad copy, they saw a considerable improvement across key KPIs.

The opportunity

• the7stars found Coppafeel!’s Grants activity on Google Ads was driving a high CPC and low CTR due to deprioritisation in the results page compared to paid ads.
• To counteract this, the team wanted to focus on improving the CTR to deliver more traffic to site.
• In addition, any improvements to ad copy would help increase Quality Scores and drive down CPC’s – delivering more efficiency for Coppafeel!

The solution

• Squared.io’s AI Ads feature generates copy suggestions for under-performing ads which can be implemented directly in the platform. Using prompts from each ad group – including the landing page content and top keywords – the7stars were able to surface new highly relevant ad copy options to review.
• With the copy suggestions in hand, the7stars initiated an A/B test to monitor the impact of AI Ads copy versus BAU ads. With the test delivering positive results, the team were able to confidently roll out AI Ads copy changes to boost ad strength and performance across the account moving forward.

The results

The test was a success, with the7stars reducing the impact of Coppafeel!’s auction deprioritisation by delivering a CTR improvement of 11% versus BAU ads. The ads also helped achieve a higher Quality Score, resulting in a 5% drop in CPC, 27% more impressions, and 41% more clicks. As well as considerable performance improvements, AI Ads enabled the7stars to reduce the time spent on ad copy creation by 70%.

• CTR: +11%

• CPC: -5%

• Clicks: +41%

• Time saved: 60%