Ads are getting more creative. More versatile. More transformative. Print and digital ads were once utilized for marketing purposes only, but today, they can be found in all parts of the purchase funnel. When you look at the life cycle of an ad, you can see how they are effective at driving awareness, turning curiosity into desire and enticing customers to convert.
Let’s explore some of the ways that you can get the most out of your digital ad creative.
1. Create Buyer Personas
Without clearly defined buyer personas, you won’t know who you are speaking to. This means your ads won’t speak to anyone! To avoid missing the mark, take the time to define your buyer personas. We promise, it’s time well spent.
The Content Marketing Institute recommends nine parts to create an in-depth persona:
- Day in the life
- Keywords and phrases
- Engagement scenarios
We highly recommend reading the above article to get a better understanding of each part. Listen, we know that time doesn’t always allow to take such a dedicated approach but the more you know about your target audience, the better. And sometimes you simply need more solutions to make it happen. For a true, 1:1 match, you can use first-party data to reach your exact audience. Our solution, MAX IQ™, can help you do exactly this.
2. Add Social Proof
Consumers are careful about the purchases they make, and rightfully so. Before committing to a product or service, they must know that their time and money will be well spent. This is where social proof is useful. It erases consumer doubt and creates a “fear of missing out” (FOMO).
Here are examples of powerful social proof:
- Build word of mouth on social media
- Post before and after pics on social media
- Update Instagram posts of people using your product
- Post testimonial videos to your YouTube channel
- Add testimonials, ratings, and product review snippets on your site
- Encourage social media influencers to review your product
3. Include Calls to Action
Every ad creative should have a call to action (CTA). As simple as these short sentences are, they hold a lot of weight. A compelling CTA attracts attention, guides users and increases click through rates.
The best way to know which CTAs work for your audience is to test out multiple designs. Step away from the cookie-cutter CTAs and try something new and refreshing. The company Crazy Egg created a landing page that outlined the benefits of their product, along with the CTA “Show me my heatmap”. Customers knew exactly what to do next and what they could expect by clicking.
4. Choose Compelling Images & Highly Engaging Videos
The visuals added to your ad creative influence engagement and click through rates. Here are a few tips to follow when choosing which visuals to use.
- Lifestyle imagery and faces perform better than simple product shots
- Original, authentic photos are preferred over stock imagery
- Include a logo for recognition and a CTA for guidance
- Select the right color scheme for the platform; the background should contrast with the image itself
- Be authentic and avoid staging, though happy people are always best
- Use high-impact, high-engagement video capability
5. Test the Designs
The best way to learn about which ad creative works best is by split testing multiple designs. Test one element at a time so you know what is attributing to your success. For the most part, you will be looking to test the ad’s headline, body text, link, keywords, and image.
The benefit to running A/B tests is that you don’t have to search for a gut instinct. The data is there for you to learn from. If you need a refresher on how to run your own split tests, we recommend this beginner’s guide from Kissmetrics.
In order to have high-performing digital ads, it’s important to form a beautiful, effective ad creative. Fortunately, MediaMax Network is on your side. The tips listed above go hand-in-hand with Our Approach, which includes defining your audience, aligning content and testing all data. By working with our digital marketing strategists, you’ll find yourself developing more strategic, successful ad campaigns.
Contact us today for more information!