An ad creative is delivered on a webpage, social media, app, or another platform to a targeted audience. These are typically known as display ads, which are used to drive business objectives, such as increasing website traffic or sales.
What is an Ad Creative?
- Image of your product or service
- Ad copy: tagline & value proposition
- Logo and/or Brand Name
Ad Creative Size
- Countless amount of ad networks available
- Various types of devices (desktop, mobile, tablet etc)
Create a variety of ad formats. According to Google, the top-performing ad sizes are:
Ad Creative Visuals
Let’s be honest: human beings are visual creatures.
“A picture is worth a thousand words” rings especially true when it comes to your ad imagery.
Pictures help people visualize the offered product or service.
Whether you’re using stock images or getting a photoshoot done for your ad, here are some pointers:
- Showcase your product, service, brand, and/or environment clearly
- Match your image to your ad copy AND landing page — they should all share the same look and feel while conveying your message
- Avoid gloomy imagery – we encourage using a brighter tone
- If people are featured in your ad imagery, try to feature models that match the demographic you are targeting
- If the focus is the view, we recommend using tiny to middle-sized figures to allow the focal point to be the atmosphere
- If the focus is the activity, use middle to large-sized figures to demonstrate the experience
- People are naturally attracted to images inside boxes. If you have an ad with a white background, consider outlining your ads with a 1px (minimum) line to frame it
- If you have a promotion, highlight it in the image with text and keep it concise. Eg. 20% off, 2 days only!
- Keep the text light in the image. Try to keep it under 20% of the space on the visual
Ad Creative Colors
- Grab people’s attention
- Define brand identity
- Associate your product or service with a specific emotion or feeling
- Energetic and passionate
- Common uses: food products or brands, clearance sales
- Authoritative and trustworthy
- Common uses: businesses and financial institutions like banks
- Optimistic and youthful
- Common uses: window shopping signs
- Calm and mature
- Common uses: eco-friendly brands, wellness spas, and products
- Bold and assertive
- Common uses: Call-To-Actions like Buy or Subscribe
- Sensual and mysterious
- Common uses: luxury products, sexual wellness products
- Romantic and often associated with femininity
- Common uses: pastries, branding for feminine products or services like beauty, hygiene, etc
- Sleek and luxurious
- Common uses: high-end, luxury items such as cars, watches; used as a contrasting background to make the focal point stand out
A survey was conducted, and results show the general public’s favorite and least liked colors:
- It’s visually more interesting.
- It can get viewers to focus their attention on specific elements of your ad. This could be a particular keyword, icon, or Call-To-Action button.
Ad Creative Copy
- It provides context
- It complements your ad image
- It encourages and guides people on what to do (for example, click to your website)
- What you’re offering
- How do you benefit them
- What the next step is
- Ensure your copy complements your ad image and tells your story
- Your audience should clearly understand what it is you’re selling
- Write as if you’re directly speaking to your target audience
- If you have different audience segments, create separate ads and tailor your ad message for each audience demographic
- Keep it short and sweet: use easy-to-understand language
- Avoid using ALL CAPS
- Incorporate price, promotions, and exclusives to let people know about your great deals
- We highly recommend highlighting a deadline for any discounts or promotions to create a sense of urgency. Eg) 3 Days Left for BOGO!
- Incite the audience to take action with emotional triggers. Here’s a list of 170+ Power Words to Write Emotional Ads
Ad Creative Call-To-Action (CTA)
A Call-To-Action (CTA) tells your target audience what action to take and how to take it. It is typically a phrase framed in a hyperlinked button that directs the user to a landing page.
The two main purposes of a CTA is:
- To tell someone what they should do
- To give someone motivation to do it
Newsletter or Resource: Subscribe, Download
eCommerce: Buy, Shop
Lead Generation: Sign-Up, Fill Out the Form
Fundamental Tips for Creating a Strong CTA
- Use a contrasting color from the text to make your CTA button stand out.
- Keep CTA text between 2 to 5 words.
- Capitalize every word except for articles such as “a,” “and,” “for,” etc.
- Use words that indicate a timeframe like “now” or “today” to add a sense of urgency.
- Try adding an exclamation point to the end of the CTA for extra enthusiasm!
- Consider customizing CTAs for different devices (Desktop vs Mobile), for example, “Call Now” for mobile and “Find Out More” for Desktop.
- If you’re advertising to a cold audience, use a softer CTA such as “Learn More” instead of “Buy Now”.
- If you’re running a retargeting campaign, go with a stronger CTA like “Apply Now”!
- Softer approaches like using first-person speech might appeal to audiences. Compared to “Book a Consultation”, “Get My Offer” might be more personable and gives the audience the feeling that they have more control over the decision-making.
A Conclusion on Ad Creative
A healthy ad creative should incorporate all of these elements, but also showcase your brand in a visually appealing way. Then, you can say hello to a better Click-Through Rate!
There you have it! We hope it was insightful and that you might apply some of these tips to your future ad creatives!
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