Google Ads | UX Writing
For Google Ads, I worked as the UX Writer for multiple, complex launches. Each launch entails multi-phase projects that rely on long-view content strategy, cross-functional naming efforts, heavy research involvement, and tactical UX writing that includes most content types (UI text, tooltips, error messages, HC articles), as well as Legal, Accessibility, and Localization processes.
Video Reach Campaign: Multi-year, multi-phase overhaul of brand-based video advertising required a long-view strategy, UX writing, new content guidelines, and cross-functional collaboration.
Video Ad Sequencing: Complex new concept for advertisers who want to craft a narrative with a series of video ads required precise editorial, collaboration with Engineering and Help Center.
SMB (Small-Medium Business): Aimed at capturing revenue from small-medium business advertisers and paving way for NBU adoption, this project required a simplified sign up flow, successful case for YouTube “Promote” button, naming/description/testing new metric (Estimated Lift), UX research scripts, and working with Adwords Express to create a simple video offering on their platform.
Instant Reserve: A new mental model for advertisers meant content design and strategy challenges for articulating the benefits, guidelines, and terms of service within an intuitive construction flow using novel components.
