How To Make Effective Creatives For Digital Ads

How To Make Creatives For Digital Ads

Attention is the one of the most valuable things a consumer or social media user can give your business. It’s also the prerequisite for getting followers, generating awareness and making a sale.

Every third content post on Facebook is an ad and they are all trying to grab people’s attention. And with attention in short supply, it’s important to know how to get it for your product or service.

In this article, we will cover the best practices you can follow to make an attention grabbing, head turning ad creative for a Facebook ad.

But first, let’s understand some digital ad jargon.

There are 2 parts of an ad.

1. Visual Element: This consists of media like images, single or multiple, and video.

Based on the visual elements, ads can be broken down into the following types.

A. Single image ad: The ad contains a static image, either real or graphically created.

#

B. Multiple images ad: This is also called a carousel ad. The ad contains multiple images that you can see as you swipe right or left. The textual elements remain the same across all images. This type of ad comes handy when you are displaying multiple products or images of a property.

#

C. Video ad: Here, the image is replaced with a video. A video ad is the most popular form of ad format on most social media channels. It also grabs a lot more attention. It comes handy when you are describing a process, a gameplay or showing a tour of an apartment or shop.

#

2. Textual Element: Comprises of the post copy, headline and CTA.

Post copy: This is the caption of the ad that describes the ad. You could add details about your product or service and also add a web URL to your website or sales page.

Headline: This is a short phrase at the bottom of the image or video and is usually action-oriented. It tells the user what your product or service does.

CTA button: This is seen with messenger or lead generation ads that directs people to the next step which could be filling out a form or sending a message

#

With the jargon out of the way, let's take a look at the best practices to keep in mind while designing an ad creative.

Best practices for ad creatives

1. Split test your ad creatives.

Creative multiple ad creatives and test out which works best for your product or service. Once you lock this in, you can make future creatives along the same lines.

Usually, it's a thumb rule to test 2 text copies with 2 visuals, thus giving you 4 unique ad creatives.

#
2. Know your target audience

Much of attention-grabbing and selling relies on relatability and a sense of camaraderie. Your ads must speak to your audiences and make them feel that your business or product or service knows them and their pain points well. Thus, it's important to create audience personas of your target audience and know what ticks them and make an ad that pushes the right buttons.

#
3. Use emotional comfort or hooks

The biggest fear people have from a transaction is failure or loss. Your buyers are afraid that the product or service might not work for them and they might lose the money they put in. In this case, it's important to provide free trials and offer social proof of your product or service in the form of testimonials.

#
4. Add a CTA in the image in addition to the button

The image is the most conspicuous part of the ad and any element on it stands out. So while it's critical to have a CTA button at the bottom of the ad, it's even more important to have a written CTA in the ad image to make a strong first impression.

#
5. Make your images or videos stand out

We are visual beings and an image or video grabs attention more likely than a text. So experiment with offbeat or quirky images. Make sure they align with your brand, product and messaging.

CoPromote took a quirky approach to showing how their tool can help you reach new audiences by showing a dolphin and a cow leaping out of the water.

#
6. Clutter-free ad design that is unambiguous

The ad design, video or picture, must connect with your audience right away. That means it has to be simple to understand and must get the message across within a few moments. Not only does it make the penny drop faster, it also gets more clicks on your ad.

#
7. Address your audience's hurdles

Most products and services are solving a user or customer problem. And if you know what that problem is put it in your ad creative front and centre. Address it right out the door and you will have your audience's attention.

#
8. Landing page should be consistent with ad

This applies to ad campaigns like lead generation or website traffic, where you are directing the users to a landing page.

A landing page is just that - a page, either on your or a third party website, where you direct your audiences to build up on your ad and have them fill out a form or register for an event.

The landing page is a continuation of what you wrote and showed in the ad. Thus, it has to be consistent in color, font, graphics and information, else your users will have to think hard, which could lead to lesser sign ups.

Depending on the purpose of your landing page, the information could be an extension or elaboration of the ad and might help users make a decision or encourage them to fill out a form.

#
9. Profit from colour psychology

Just to reiterate, humans are visual creatures and colours alter the way we think and perceive. Every colour evokes a specific emotion in our minds and brands keep this in mind while selecting their brand colours. The same principle applies to make ad creatives.

As an example, if you are an environmental NGO, you should consider using 'green' as a primary colour. If you are a technology company, 'blue' is the go-to colour because it symbolises trust and reliance. If you sell luxury goods or services, then consider 'black and white' for that premium allure.

#
10. Cultural relevance

When making an ad creative, make sure that the design strikes a chord with your audience the moment they see it. It should be culturally relevant to them.

Grofers did a great job of grabbing attention for their holi special sale by adding a dash of colours to their creative. In addition to getting more eyeballs, it also quickly tells the viewer that it’s about Holi.

#
11. FOMO and urgency

While they say haste makes waste, haste is actually a good thing for advertisers. Creating a sense of urgency through an illusion of short supply or time-limited offers is a great way to get your audiences to make a swift decision.

Humans don't like being left out and this emotion should be leveraged to encourage them to make decisions while viewing your ad.

#
12. One ad, One message

Limit your ad to saying out just 1 message at a time. Multiple messages confuse people, make them think hard, which leads to loss of interest.

#

The Wiselap keeps it simple with a single straightforward message. Ads like this get a lot more results despite the very mundane design.

So there you go! 12 easy-to-follow principles to make creatives that not only look good, but also get engagement from your target audiences. While some of this requires your discretion, some can be automated saving you time and effort.

To find out how automation helps with making stunningly impactful creatives, try Mediaqart's digital advertising platform.