What Are Creatives in Advertising?

In digital marketing, "creatives" are the content pieces: text, images, video, and interactive elements that drive user engagement in ads. These elements form your marketing message, designed to attract the right kind of attention from your target audience.

Creatives usually include headlines and descriptions (especially in search ads), images, videos, logos, CTAs (Call-to-Action), and product or service references.

Creatives are what people first see and engage with. Whether you're advertising a product, service, or brand, your creative is your first and best opportunity to stand out in a crowded niche. It's what makes your ad click-worthy or not.

The Two Types of Creatives in SEA Campaigns

In SEA, there are two main types of creatives you need to understand:

1. Search Campaigns: Focused on text-based ad elements like headlines and descriptions.

2. Non-Search Campaigns: Visual formats like Demand Gen, PMAX, and Display.

Creatives for Search Campaigns: Copy That Converts

The core of your search ads consists of:

• Headlines (most crucial)

• Descriptions

• Sitelinks

• Call Assets

• Structured Snippets

• Logos and other extensions

  
  

Why Headlines Matter

Your headlines directly influence whether someone clicks your ad. Google allows you to add up to 15 headlines per ad. To create a high-performing ad, use three types of headlines:

1. Solution/Product Headlines - Mention the product, platform, or system you offer.
   Example: “AI-Powered CRM Software”

2. USP Headlines - What makes your product unique? What is your biggest competitive advantage?
   Example: “Automate 80% of your sales processes"

3. Customer Benefit Headlines - What does the customer get? How does your product help them?
   Example: “Save 20% of worktime per employee”

Important tip: Don’t pin headlines! A/B tests show that pinning headlines lowers your Quality Score. Google Ads optimizes the best combination based on performance. Make sure to have a mix of solution, USP, and benefit headlines so Google can show the best combo.

Optimizing Structured Snippets & Call Assets

Beyond headlines, structured snippets and call assets are essential.

• Structured Snippets: Work with your sales team to discover what matters most to customers. Highlight key features and benefits.

• Call Assets: Ensure your contact details are clearly visible to support lead generation.

Extra optimization tip: Use capital letters for important words in your headlines. For example:

Good: “Software Solution for Process Optimization”
Not as good: “software solution for process optimization”

This improves readability and grabs attention faster.

Creatives for Non-Search Campaigns: Visuals That Work

In non-search campaigns like Display, PMAX, and Demand Gen, visuals are essential. You have two options:

1. Use clean visuals without text

   • Google automatically adds your headlines.

   • Minimalist, visually strong images work best.

2. Use visuals with a short, powerful message

   • Add one clear USP or headline in large text.

   • Avoid long texts, keep it short and impactful.

Example: A display ad with a bold USP:
“Boost your conversions with AI-driven email marketing”

What doesn’t work:

- Too much text in visuals
- Overly playful designs (less relevant for SEA)

These ads are ideal for attracting top-of-funnel audiences or showcasing your lifestyle images, products or brand personality.

Retargeting & Video Ads: Keep It Light and Focused

For Google Video Ads and Display Retargeting, you can use various creative formats:

• Fun Ads - Light, humorous ads.

• Offer Ads - Promote a temporary deal or discount.

• Explanation Ads - Short videos that explain your product.

Keep it light and to-the-point. People don’t want to watch long, complicated ads.

These creatives usually work best around niche interests or lifestyle messaging, especially in industries like fitness, SaaS or e-commerce.

Final Check: Are Your Creatives Ready?

Before launching your next creative Google campaign, run this check:

• Do your ads follow Google compliance and ad rules?

• Are you speaking to the right audience with a unique selling proposition?

• Have you used different products, images, and CTAs to test performance?

• Does your creative support your marketing message and brand?

• Are you using the best visuals or videos for your ad format?

Remember: The wrong audience, weak message, or missing requirements can ruin great ads. For a complete overview of how creative elements fit into a winning campaign, read our SEA Strategy Guide.

Conclusion: Creative Around Performance

To make strong creatives for SEA, focus on headline structure using a mix of solution, USP and benefit types. Don’t pin your headlines. Let Google optimize combinations. Make structured snippets and call assets work hard for you by tailoring them to customer needs.

In non-search creatives, keep visuals clean, messages short, and avoid clutter or excessive text. Use humor and brevity for video and retargeting creatives. The key to creative success is clarity, consistency and alignment with your audience’s expectations and your campaign goals.

Want a datasheet or a template to help you build great ad creatives? Click here to get access!