Advertising is an essential factor when it comes to running a business or company. Well, while creating an advertisement may sound easy, crafting an effective and compelling ad creative is not a cake walk. Here are five tips to follow when planning and designing your creative display ad assets.
Use the Language that Clicks
When it comes to display advertising, you are basically targeting specific groups of potential customers. This means that you will have to speak to each of these groups separately. For example, a person owning an online clothing store might think that customers only buy clothes that make them look fashionable. But actually there are many who buy for not only looking good but feeling comfortable as well. Therefore, this store can identify the demographic and psychographic profile of these buyers to serve ads especially for them.
Show Viewers you Will Solve their Problem
While designing a compelling ad creative, ad headlines come in as a tricky thing to formulate as most businesses play around with the same keywords. Though using the keywords you’re bidding on is important when your competitors are using the same keywords, you have lesser chances of attracting much attention.
To stand out amongst the crowd, your ad headline should cater exactly with the problem your visitors are looking for since visitors will click on an ad because it promises to solve their problem, not because they think the ad checks all the right keyword boxes. So, instead of selling exclusive features of your product, try to think about what the user on the other end wants to accomplish and how your headline can help fulfill that need.
Create a Catchy Copy
Although the fact remains that display ads are inherently visual formats, it’s still important to get the ad copy right. We are here to help! Keep these things in mind when making a compelling ad creative:
- Create a certain urgency: establish a sense of urgency by using words such as “now” and “need” in order to compel people to click on your ad quickly.
- Use numbers and symbols: Numbers are easy to understand, which is key when grabbing attention. Use stats and include numbers to encourage people to click.
- Use bold colours: How you present the words goes a long way in grabbing attention. Use bold lettering, colours and typography to make your display ad stand out. But make sure it’s clear to read.
- Make your audience curious: Create an ambiance of mystery by using phrases such as “announcing” and “before it’s too late.” Viewers generally act responsively to such phrases.
All kinds of display ads including online video ads need a call-to-action. This can be used in the copy, or you can recreate a button-like shape to grab attention. The reason this works is that, as internet users, we’ve been conditioned to recognize this shape as a button. Therefore, we’re trained to click on it once we see it.
Connect to your Target Audience
While you would want your display ad strategy to appeal to every possible market, trying to do so generally results in failure as it’s a broad area. It is important to know your business’s target audience and stick to it. If you stay focused on your target audience and make your product or service appeal to them, your ad will be more successful.
In order for you to make a compelling ad creative, it’s important to think out of the box as it’s a crowded market and you need to make your presence felt!
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