One key part of running a successful campaign is making sure your creative is done without flaw. Below are some prime directives on what helps and what hinders creative content.
DO have a clear call to action
Having a clear call to action (CTA) can help raise your click through rate and your bottom line. Follow the natural hierarchy of the ad in the placement of your CTA, and make sure it pops either by color or size. Use first person voice as it can raise your click through by 90% based on a study done by Content Verve. Create a sense of urgency by using the words “now” or “today.” Don’t be afraid to test (use 2 creatives; i.e., A-B test) different combinations until you find the one that works the best for your campaign goals.
DON’T be too flashy
Just because you can, doesn’t mean you should. You can do a lot of fun things with creatives, but using too many all at once can be over stimulating to customers or can distract them away from your objective. For example, using a blinking button with bright colors and large text may get someone’s attention, but will most likely deter them from visiting your site. Keep your design clean and neat by only using a bit of flair to attract customers to your ad.
DO be true to your brand
Place the emphasis on your brand identity by using your logo, colors, slogan and display your call to action clearly. When you can strengthen your brand within your ad’s creative, more customers will engage with your brand.
DON’T use incorrect English
Proofread, proofread, and proofread again. It looks very unprofessional to have misspelled words or misused phrases in your ads. Make sure at least three people have proofread your ad before sending it to your ad server.
DO use color effectively
Different colors mean different things when it comes to ad creative. Using your brand colors is a must as it keeps your brand image consistent. View the chart below from the Logo Company to see what each color signifies.
DON’T make it too cluttered
Throwing everything but the kitchen sink in your ad is never a good idea. Making the message direct will help the audience better understand your message. Trying too hard to make the message original will usually result in obscurity. Embrace the white space on your ad; it gives the eye a place to rest and your brain a chance to digest the content of the ad.
The creative world can be a little murky, but now you are equipped with some good tips. If you would like help creating a stellar digital campaign, contact KELOLAND Digital Marketing Solutions at firstname.lastname@example.org.
DISCLAIMER: The views of the author are not necessarily those of this station, its owners, officers, agents or employees.