To maintain steady click-through rates (CTRs) throughout the competitive holiday timeframe, we must consider the creative of each campaign.
Creatives play a much more significant role in campaign performance than most advertisers realize. Creatives must list the advertiser's name and a clear call to action that encourages people to click on the ad. If the ads are too wordy or too busy, then it's highly likely that users will scroll right past them. Creatives should only list a little of the advertiser's information, too. Including a phone number or a physical address on the ad prevents users from clicking through it because they can get this information from it instead of clicking through the client's website to find it there.
We also encourage regular creative swaps every month to six weeks to keep the ad experience fresh for users. If new creatives are not provided consistently and regularly, then CTR will continue to struggle month over month - even after making regular optimizations to each campaign. People grow tired of seeing the same ads appear, so switching creatives with new messaging every month to six weeks is highly encouraged to maintain a high CTR. It's also recommended that the creatives focus on any ongoing deals or incentives the client offers to encourage people to click through.
Following these best practices for creatives will ensure the CTR on your Display campaigns remains high, which is especially important heading into advertisers' busiest time of year.