Question: You're managing your first app campaign and understand that text is an important input, but you're not sure what to write for the headlines and descriptions. Which describes the guidance for writing effective headlines and descriptions for app campaigns?
- Headlines should focus on highlighting the key features of the app and description lines should aim to educate and inform.
- Headlines should state only the name of the app and description lines should aim to educate and inform.
- Headllines should include a call-to-action and description lines should include statistics about the app's popularity.
- Headlines should grab users' attention and description lines should highlight the key features of the app.
Explanation
Text assets in App campaigns should work as standalone phrases that Google Ads can mix and match into different ad combinations. Headlines should highlight a distinct app selling point so the main value is clear quickly. Description lines should give users useful context that explains the app’s features or benefits. Keeping each phrase focused supports stronger asset combinations and clearer creative delivery.
Why the other options are incorrect
Popularity statistics: App text should focus on selling points and campaign goals, not rely on popularity claims.
App name only: Naming the app without a selling point gives Google Ads less useful creative input.
Attention-only headlines: Grabbing attention is not enough if the text does not communicate a clear app feature or benefit.
Source for verification
https://support.google.com/google-ads/answer/6167158
The answer(s) to the question is highlighted in the BOLD text above. You can also find more questions and answers related to the exams on the "Google Ads Creative" page.