Emojis have become an integral part of digital communication. We use them daily to replace words and emotions in our messages and comments. Some brands even use emojis in their marketing campaigns.
For example, in 2015 Coca-Cola created Web addresses with emojis as domain names and even ran an offline campaign in Puerto Rico.
Concurrently, Domino’s launched a new system where users could simply tweet the pizza emoji at the restaurant to place an order.
The Walt Disney Company made a series of short, animated adaptations of various Disney properties told through the use of stylized emoticons As Told By Emoji.
Sony Pictures Animation released a 3D animated comedy film The Emoji Movie. All those campaigns were a big success which gained wide publicity and positive audience response.
Google also did their part and added a context menu to Chrome that allowed to insert emojis into any editable input field. They can be used in any chats, messages and even Google Ads advertisements.
At the time of creating the present article, Google Ad Policies still consider emojis to be invalid or unsupported characters when they are used in advertisements or key words.
Currently, emojis can be used in display URLs and additional links only. However, ad titles and description fields containing emojis can occasionally get approved.
Most PPC specialists wonder if using emojis in ad texts really boosts campaigns, so we decided to test it and share our experience with you.
How to Insert Emoji in your Google Ads
Emojis can be added either through WEB interface or Adwords Editor.
The easiest way to do it is to copy and then paste the symbols you want into the ad creation text fields. All available emojis can be found here. If you are a Chrome user, click the right mouse button and choose “Emojis”.
Create an ad as you would normally do, just add a graphic symbol.
Please note that an emoji character equals four Cyrillic characters.
Such ads often get disapproved, still they sometimes get approved. No one knows why this occurs. There is an assumption that emojis should be relevant to users’ search requests to be accepted, which means they should logically replace the text you would normally use in your ads.
General guideline is to use emojis in campaigns targeting 18-25 year olds and reduce their usage while targeting 55+ year olds.
Due to the higher CTR, such ads get higher Quality Score, which means better ad position and lower CPC.
So, we ran some tests to check if emojis really influence the efficiency of advertising campaigns. Two advertising accounts were used for testing.
Here are the results.
CTR increased by 2,39% in the first account where all ads in display URLs contained emojis. Test time is 20 days.
Only two advertisements were tested in the other account. CTR increased by 1,38% and 7,06% respectively. One advertisement containing emojis in the ad text got approved there. Test time is 29 days.
No other changes that could influence test results were made during the test time in the accounts mentioned.
Such an increase doesn’t seem significant at first sight, however, taking into account the effect that CTR can possibly have on the conversion rate, we have the following results:
Now, let us suppose that CTR has increased by 5%:
As you can see, we might get 10 more conversions owing to this minor change.
To conclude, proper usage of emojis can highlight your offer and draw more attention. Just make sure to test different variants to find the best possible solution for each specific campaign.