Ad Copy Testing & Image Extensions Boost Engagement

Enhancing Tradesy’s Engagement Through Optimized Messaging

The Challenge

Tradesy’s paid ads relied on older text-based creatives that lacked engagement, leading to suboptimal CTRs and conversion rates. Additionally, mobile ads performed poorly due to the absence of compelling visuals. The brand needed a more structured approach to ad copy optimization while ensuring that mobile ads were visually appealing.

The Solution

Tradesy launched an extensive cleanup of underperforming ads, pausing over 100,000 low-performing ETAs (Expanded Text Ads) across Google and Bing. The team then introduced Responsive Search Ads (RSAs), allowing Google’s algorithm to test different headline and description combinations dynamically. This approach enabled continuous optimization without manual intervention.

To enhance mobile ad performance, image extensions were implemented, showcasing high-quality product visuals alongside search ads. This change helped make ads more eye-catching, improving engagement rates and click-throughs, particularly on mobile devices.

Additionally, Tradesy worked closely with its creative team to develop more category-specific ad copy. Instead of generic messaging, ads highlighted key selling points for different product categories, such as designer handbags, shoes, and accessories. Urgency-based messaging, such as limited-time discounts, was also incorporated to drive higher conversions.

The Results

Regular ad copy testing and optimization are crucial for maintaining high engagement in paid search. Responsive Search Ads allow for continuous refinement, while image extensions significantly improve mobile ad performance. Category-specific messaging enhances relevancy, leading to better CTRs.

• Google CTR increased by 8% YoY

• Brand ad CTR improved by 24%

• Image extensions led to a 12% increase in mobile CTR.