Testing emojis in PPC ads: does it work? | Milton Keynes Marketing

Why emojis deserve a closer look in paid advertising

Emojis have become a familiar shorthand for emotion and function in digital messages. In PPC ads, they can help your copy stand out in a crowded feed and convey tone in an instantly recognisable way. This makes them worth testing for many brands, provided you approach them strategically.

However, emojis are not a universal magic lever. The impact depends on audience, industry, platform, and the surrounding creative. At Milton Keynes Marketing, we emphasise a disciplined testing framework to uncover if emojis genuinely lift performance for your campaigns.

What research and real-world data suggest

Across platforms, some studies show emojis can improve click-through rates when used in the right context. Yet other experiments report little to no lift, or even negative effects, if the emoji clashes with brand voice or misreads the audience.

In practice, the value of emojis often lies in incremental gains over a well-crafted baseline rather than dramatic uplifts. Our experience is that emojis work best when deployed as part of a coherent message strategy rather than as a gimmick.

Choosing the emoji palette that fits your brand

The first decision is the emoji type: expressive faces, activity icons, or product-related symbols. Each category communicates differently and can align better with certain offers or customer intents.

Secondly, consider tone and localisation. A playful brand voice may welcome playful emojis, while a premium or corporate brand may favour a more restrained approach. Testing across audience segments helps identify which flavours resonate where.

How emoji usage can influence PPC performance

Impact on click-through rate and engagement

Emojis can capture attention in a scroll-stopping way, increasing the probability of a user stopping to read the ad copy. They can also convey quick context, such as highlighting a discount or a product category, which can improve click-through rates.

That said, higher CTR does not always translate into better outcomes. If the subsequent landing page experience diverges from the emoji’s promise, engagement quality and conversion rates may suffer.

Effect on quality score and ad relevance

Emojis can influence perceived relevance and, by extension, early quality signals. When aligned with user intent and the ad’s keywords, they may contribute to a modest improvement in ad relevancy scores.

Conversely, emojis that feel incongruent with the searcher’s intent or the brand’s message can confuse users, reducing perceived relevance and potentially raising cost per click over time.

Platform differences: where emojis tend to work best

Google Ads (Search and Discovery)

In text-heavy environments like Google Search, emojis should be used sparingly and only where they can be read clearly on all devices. Meta-style emojis can appear odd in high-stakes search intents, so fit is crucial.

In Discovery campaigns, where users are more open to discovering new content, emojis can help differentiate a card’s visual heft. The key is to test scenarios where the emoji enhances clarity rather than merely decoration.

Meta (Facebook and Instagram) and Meta Ads formats

Social feeds reward visually distinct and emotionally resonant creative, which makes emojis a natural fit for many campaigns. They’re particularly effective when paired with concise, benefit-led copy and vibrant visuals.

However, social platforms’ dense environments mean emoji usage must be balanced with accessibility and readability. Overloading ad copy with emojis can distract from the offer or reduce legibility on smaller screens.

LinkedIn and professional audiences

On LinkedIn, emoji use requires extra caution. Professional audiences may respond better to restrained, relevant emoji usage that aligns with industry norms. Subtlety often yields more durable engagement here than bold, playful formats.

Testing is essential in B2B contexts to ensure emoji usage supports the decision-making process without undermining credibility.

Emerging platforms (TikTok, X, and others)

Dynamic, visually driven platforms can be more forgiving of expressive emoji use, provided it suits the creative style and audience expectations. Short-form video ads may incorporate animated or textual emoji cues to reinforce messaging.

Always tailor emoji choices to the platform’s cultural norms and the ad format’s limitations, such as character counts and rendering variations across devices.

How to run an effective emoji test in PPC

Set a clear hypothesis and objective

Begin with a precise hypothesis, such as: “In our target audience, replacing a descriptive emoji with a brand emoji will increase CTR by 8% without reducing conversions.” The objective should tie to a measurable metric, like CTR, CVR, or ROAS.

Document the expected direction of impact and the minimum detectable effect you consider meaningful for decision-making.

Design variants that isolate the emoji variable

Use a controlled setup where all elements remain constant except for the emoji. This isolation helps attribute any performance differences to the emoji itself rather than other creative changes.

Consider multiple variants: one without emoji, one with a simple emoji, and one with a more expressive or branded emoji. Replicate across ad groups to understand context sensitivity.

Determine sample size and test duration

Calculate the required sample size to achieve statistical significance for the desired effect size. Insufficient sample sizes can yield misleading results that look conclusive but aren’t.

Run tests long enough to account for daily and weekly fluctuations, ideally across an equal mix of weekdays and weekends where applicable.

Analyse metrics beyond CTR

Besides CTR, examine conversion rate, cost per conversion, and return on ad spend. Some emoji variants may boost clicks while compromising post-click actions, which undermines overall profitability.

Track also engagement quality signals, such as time on site and bounce rate from the landing page, to gauge message alignment and user intent.

Monitor platform-specific signals

Be mindful of platform policy changes and emoji rendering differences across devices. Some platforms may display emoji differently in various locales, affecting readability and interpretation.

Regularly review ad performance by device, location, and audience segment to identify where emojis perform best or poorly.

Best practices and common pitfalls to avoid

Best practices for successful emoji tests

Choose emojis that enhance clarity and relevance to the offer. Avoid gratuitous emoji use that could appear gimmicky or reduce perceived credibility.

Keep emoji usage consistent with brand voice and audience expectations. If your brand is understated, a single well-placed emoji may suffice.

Accessibility and readability considerations

Ensure emoji choices do not hinder accessibility. Use contrastive text and avoid relying solely on emoji to convey critical information.

Test across devices to confirm that emoji rendering remains clear on smaller screens and older browsers where compatibility may vary.

Brand safety and cultural sensitivity

Avoid emojis that might be misinterpreted or culturally sensitive in your target markets. Localisation requires careful testing and, where needed, bespoke variants for different locales.

Maintain brand safety by screening emoji selections against your brand guidelines and audience feedback.

Common pitfalls that erode ROI

Over-reliance on emojis as a shortcut to engagement can backfire if the core value proposition isn’t compelling. Use emojis to support a strong, clear offer, not to replace it.

Don’t test emojis in isolation without pairing them with persuasive headlines and strong calls to action. The overall creative must still tell a coherent story.

Milton Keynes Marketing: our approach to emoji testing

As a local Milton Keynes-based PPC agency, we advocate iterative testing and a disciplined review cadence. Our approach combines rigorous experimentation with pragmatic interpretation to guide client decisions.

We begin with a baseline assessment of current ad performance, then introduce carefully controlled emoji variants. Learnings are translated into scalable best practices for future campaigns.

Case study snapshot: practical wins and lessons

In one retail-focused PPC campaign, a restrained emoji variant improved CTR modestly while maintaining conversion rates. The uplift contributed to a positive shift in overall ROAS after we refined landing page alignment.

In a different B2B context, more granular testing showed limited benefit from emojis in headline text but slight gains when used in the description line to signify offer nuances. The takeaway was that context and offer maturity matter as much as the emoji choice itself.

Practical steps to implement emoji testing for your business

Start with a quick audit of your existing ads to identify where emojis might fit naturally. Prioritise campaigns with strong brand consistency and clear value propositions.

Develop a formal testing plan with predefined success criteria and a documented decision framework. Commit to revisiting results after a statistically meaningful window to avoid premature conclusions.

Measuring success: metrics that tell the full story

Key metrics include CTR, CVR, cost per conversion, and ROAS, alongside engagement metrics like time on site. Consider post-click satisfaction signals such as bounce rate and repeat visits to assess alignment with user intent.

Attribute uplift to emoji usage only after ruling out other potential influences such as bid changes, seasonality, or landing page updates. The goal is to isolate the emoji’s true contribution to performance.

Ethical and practical considerations for marketers

Always be transparent with clients about the limitations and expected range of emoji-driven outcomes. Avoid promising dramatic results where the evidence is uncertain or marginal.

Respect brand governance and audience segmentation to ensure emoji use is appropriate and effective across markets. Maintain a clear roadmap for ongoing testing and optimisation.

Final thoughts: should you test emojis in your PPC ads?

Yes, but with a plan. Emojis can offer incremental improvements when applied thoughtfully and tested rigorously. A systematic approach helps MKM clients determine where emojis fit their unique brand and audience.

By combining disciplined experimentation with a deep understanding of platform nuances and user intent, you can decide whether emoji usage belongs in your paid media toolkit. Milton Keynes Marketing is ready to help you design, run, and interpret these tests for sustainable growth.