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Don Draper once called creative “the least important, most important thing there is” in advertising. While much of the focus in social media and mobile advertising centers on sophisticated targeting and algorithmic optimization, strong and relevant creative is what sparks action. How can you attract and engage your best customers through advertising if your message never even catches their eye?
For direct response advertisers in particular, the right ad creative is essential to initiating purchases, compelling app downloads, or fueling online lead generation efforts. From years of insight into top-performing direct response ad campaigns, we’ve assembled 5 quick and practical tips for producing killer creative that drives real results.
Real people respond to real things. Try testing ad creative featuring real-life situations, people, and objects to connect with your audience and drive higher click-through rates (CTRs). Showing compelling imagery your customers can relate to will go far in attracting clicks.
Using bright, eye-catching colors in your ad creative can work magic for grabbing people’s attention and directing focus to your ad’s message. The web and world of mobile apps are a busy place, so making sure your ads stand out is critical.
If your conversion rate is low but your CTR is high, ask yourself these two questions: What aspect of your creative is pulling people in and grabbing their attention? How can you tweak your landing page or download experience to encourage more conversions after the click?
Acquiring new users on mobile for your app or game? Including an actual smartphone and an in-app screenshot can boost conversions, as people will know exactly what to expect after the click. Video can be an even more engaging way to give users a preview of your app.
To ensure people take action on your ad, test including graphical call-to-action (CTA) buttons directly within your image creative. Try different colors and button styles to identify top performers. Couple this tactic with any CTA options built into the ad unit to find out what resonates best with your audience.
As important as stand-out creative is for effective performance marketing, it’s only one piece of the puzzle. What else does it take? We’ve got you covered with 50 quick and practical tips on expert targeting, reporting, optimization, and more.
Download our new eBook, 50 Direct Response Advertising Tips to Power Outstanding Social & Mobile Campaigns, to start boosting campaign performance today.