Google · AdWords
Advertiser Email Campaigns —
Performance Messaging & CTAs
Advertisers don’t read email — they scan it. These performance summary emails had one job: get a small business owner to understand what happened to their campaign last month and take one clear action.
The work
Content strategy, subject lines, headers, body copy, and CTAs across a series of AdWords performance emails. The emails pointed advertisers to key results, top performing ads, keywords, and recommendations for optimization — highlighting clicks, impressions, click-through rate, and cost-per-click in a way that helped advertisers understand their reach and engagement without needing a media background.
“Recently your AdWords ads stopped appearing on Google” is more effective than any technical explanation of budget exhaustion. It names the problem in plain language, then points to the fix. The CTAs — “adjust your budget” and “Go to your account” — were crafted to encourage advertisers to make informed decisions and improve their campaign performance.
Written for advertisers ranging from sophisticated agencies to first-time small business owners — in 12 languages, across 19 countries. The copy had to work at every level of sophistication without talking down to anyone.
Click to enlarge · Performance summary email and account overview