![yellow-creative-test](https://storage.googleapis.com/twg-content/original_images/Screen_Shot_2021-10-05_at_8.14.58_PM.png)
You are reading Part 1 of a 4 part Creative Playbook. Jump to section Connect more authentically with a wide variety of assets, Build for smaller screens, Give your creatives time to test, more creative tips by marketing objective.
Without a strong CTA, your audience may not realize what you have to offer and how to take action.
![image01](https://storage.googleapis.com/twg-content/original_images/image01.jpg)
Provide distinct CTAs in your headline and descriptions with clear benefits related to your audience's interests, search, or the landing page where you’re directing them.
![image-panel-desktop v-2](https://storage.googleapis.com/twg-content/original_images/feature-panel-01-desktop_hXCpfDh.jpg)
Experiment with personalization
Using words such as ‘you’ in your ad text can help you drive engagement by connecting more authentically with audiences:
![TAKEAWAY](https://storage.googleapis.com/twg-content/original_images/01-desktop-callout_wKrdI7J.gif)
![feature-panel-02](https://storage.googleapis.com/twg-content/original_images/feature-panel-02-desktop.jpg)
![small-02-desktop](https://storage.googleapis.com/twg-content/original_images/small-panel-02-desktop.gif)
![feature03-desktop](https://storage.googleapis.com/twg-content/original_images/feature-panel-03-desktop.jpg)
Consider adding extensions where available.
![small-03-desktop](https://storage.googleapis.com/twg-content/original_images/small-panel-03-desktop.gif)