Core Insights - The article emphasizes the importance of creative optimization in digital marketing, particularly in search engine advertising, as competition intensifies and many advertisers struggle with low click-through and conversion rates [1][2]. Group 1: Definition and Importance of Creative - Creative is defined as the marketing content presented when users search for information, consisting of three main elements: title, description, and display URL [4]. - A compelling title effectively conveys product information and promotions, enhancing click-through rates and conversion potential [4]. - The quality of creative directly influences user engagement; attractive creatives capture attention and drive clicks, while bland creatives lead to increased costs and decreased effectiveness [5][6]. Group 2: Key Functions of Creative - Creative significantly boosts click-through rates (CTR) by being relevant and appealing to user search intent [7]. - The consistency between creative content and landing pages is crucial for conversion rates (CVR); discrepancies can lead to high bounce rates [8]. - High-quality creatives enhance advertising competitiveness, as platforms favor ads with higher CTRs, indirectly lowering cost-per-click (CPC) [9]. Group 3: Practical Methods for Creating Effective Creative - Each creative should focus on a single core product or theme to avoid user confusion [10]. - Creatives must maintain strong relevance to keywords and landing pages to meet user expectations [11]. - Utilizing diverse creative formats, such as images and videos, can significantly increase ad appeal [12]. - Highlighting keywords that match user searches in red can enhance visibility and click intent [13]. - Incorporating calls to action and urgency in creatives can stimulate user engagement [14]. Group 4: Case Study on Creative Optimization - A case study illustrates a pipeline industry advertiser facing low CTR and CVR despite keyword adjustments; the diagnosis revealed vague creative content and a disconnect with the landing page [15][16]. - After optimizing the creative, the CTR improved from 5.58% to 10.87%, demonstrating the critical role of creative quality in advertising effectiveness [17][18]. Group 5: Summary and Recommendations - Creative optimization is essential in search engine advertising, especially in a competitive market [19]. - Advertisers are encouraged to conduct regular A/B testing to refine creative strategies based on data feedback, ensuring alignment with user intent and product positioning [20].