Building a creative ad system and effectively allocating advertising dollars is challenging for companies of all sizes. With so many moving parts, it is not easy to keep things cohesive. However, suppose you’ve noticed that your campaigns are underperforming or want to utilize the intricacies of your advertising tech better. In that case, you can develop a system to understand which lever to pull to make improvements.
The Performance Creative Process
We use a simple method to consider each element of your advertising process as a series of “jobs” to identify which aspect is falling short quickly.
The entire process looks like this:
- Get consumer attention
- Drive an action
- Capture a conversion.
Capturing Consumer’s Attention
The purpose, or “job,” of your creative design is to get attention: get the user to notice your ad unit on a page. The best creative is usually a blend of vibrant colors, captivating graphics, large, easy-to-read fonts, animation, and unique layouts.
Along with creative control, a dynamic creative ads platform enables you to evaluate the execution of your dynamic content. So often, ad units are designed without going through a visual litmus test. For example, will the user notice this on a web page? Will it be impactful? Will it make them click?
Here are some design factors that you can incorporate for improved performance:
- Vibrant colors
- Bold fonts
- Unique photography
- Animations
Capturing Attention with Animations
At Advanse, animations are an effective way to accomplish many of your performance creative goals. Animations allow for an expanded storytelling space and create a movement that will attract the user’s attention on a crowded web page. In addition, animations are favorable because you can use larger fonts and still communicate your value propositions to prompt user action.
Fonts, Colors, and Photography
Pair your ad animations with fonts, engaging photography, and vibrant colors for improved odds of standing out and earning ever-valuable clicks.
Ultimately, what catches someone’s attention will vary by individual, but you can still ensure that your creative speaks to your brand and offers content outside the specific website content.
Driving Action
Once we have the consumer’s attention (thanks to an eye-catching ad design), we need to engage the consumer and drive action quickly. Prospect attention spans are becoming shorter daily, so we must move them from interest to acting swiftly.
This is the job of ad copy. Copy needs two critical components:
- Benefits statement to create desire
- CTA tells the customer what to do
Value propositions are an opportunity to convey a benefit (not features!). Creating a desire for that benefit compels users to click on your website and learn more about your offerings.
If, at a glance, the benefit is not apparent and your CTA is vague, don’t expect high performance–you lost the opportunity to address or solve any of their pain points.
Usually, a crystal-clear CTA improves conversions – people don’t buy when they’re confused.
Writing Action-Oriented CTAs
Driving action requires an attractive (CTA) button that prompts a purchase, opt-in offers, or copy that highlights an incredible product benefit.
Opt for the action-oriented call to action copy over “soft” CTAs by incorporating phrases like:
- “Shop Now/Buy Now”
- “Book Your Trip”
- “Start Your Adventure”
The goal is to be creative and entice the prospect into clicking. Avoid generic ad copy that’s played out and, even worse, boring.
Capturing Conversions
To capture conversions, it’s critical to constantly refine and test copywriting, CTAs, design, and more. Continuous improvement is the difference between clicks and conversions.
Refining Your Copy: Urgency and Limits
You can refine your CTAs further by introducing a time-sensitive element to prompt the user to engage quickly or inquire about special promotions that aren’t accessible to every customer:
- “Discover great savings on seasonal passes.”
- “Save 50% this weekend only.”
- “Book now to save 20% on your tour tickets.”
- “Get early access with member benefits.”
Time sensitivity is tried and accurate method that pushes consumers to take action and capture the conversion.
Testing Elements to Drive Action
You must constantly be swapping elements in and out and trying different offers. The key is to capture that data and make small but measurable improvements over time. By using a dynamic creative ad platform, advertisers can quickly test different elements to see what ad drives users to take action.
Business Takeaways
Advertising is an ever-evolving landscape, but many companies still live in the past without a clearly defined process to deliver and measure ad effectiveness. To improve ROI on marketing, there must be constant iteration with a ruthless dedication to consistent improvement based on capturing attention, driving action, and getting a conversion.
Denote the differences in your KPI tracking, and you’ll immediately know which “lever” needs to be pulled to improve.
If you need an industry-leading dynamic creative platform that can deliver 1000s of ad versions instantly, then contact Advanse.