The difference between a scroll and a click often comes down to a single, stunning ad. So how do you make one? Creating high-performing ad creatives can feel overwhelming, especially if you’re tasked with producing content for multiple channels. But with the right tips and tools, you can craft ads that stand out and drive impressive results. In this article, we’ll guide you through the key elements of top ad creatives, our 7 top tips on how to create them, and even some best practices to keep in mind.
Elements of top ad creatives
What do most top high-performing ads have in common? They’re often made up of the following aspects (among others):
- Visually appealing – visuals are the first thing your audience notices, and they play a crucial role in capturing attention
- Engaging copy – focus on your key message and keep it simple
- Relevant content tailored to specific audiences – understanding your audience is fundamental to creating effective ads that convert
- Interactive elements – personalized ads or quizzes/polls invite your audience to participate
7 tips on how to create high-performing ads
Creating high-performing ads in today’s day and age doesn’t have to be a complicated process! Here are our top seven tips that should help you out:
- Prioritize visual appeal
Visuals are your first impression, and they matter. High-quality images and engaging videos can significantly boost your ad’s performance. According to HubSpot, 47% of marketers leverage images in their marketing strategy.
Tip: Use vibrant colors, compelling graphics, and high-resolution visuals. Ensure that your images and videos align with your brand’s style and message to maintain consistency.
- Craft compelling copy
Your ad copy should be clear, concise, and compelling. Strong calls to action (CTAs) are crucial for driving engagement – in fact, HubSpot found that personalized CTAs perform 202% better than generic ones.
Tip: Focus on delivering a strong, simple message. Use action-oriented language in your CTAs to encourage immediate response. Wordstream analyzed 612 high-performing Google ads and found that simple, actionable words such as ‘get’, ‘buy’, and ‘learn’ were amongst the highest commonly used in CTAs across these ads. Experiment with different copy variations to see what resonates best with your audience.
- Understand your target audience (and their problems)
Knowing your audience is fundamental. Detailed audience personas help tailor your creatives to their preferences and behaviors – solving their problems is your main goal, so being familiar with their pain points and knowing how to speak their language is key.
Tip: Develop detailed audience personas and use A/B testing to find what appeals most to your audience. Personalize your ads based on the insights you gather to enhance relevance and engagement.
- Make use of interactive elements
Interactive content can significantly increase user engagement. Features like polls, quizzes, and personalized content can turn passive viewers into active participants.
Tip: Incorporate interactive elements into your ads. These can range from simple clickable buttons to more complex interactive experiences like quizzes or polls. This not only engages users but can also provide valuable insights into their preferences.
- Leverage A/B testing
Continuous optimization is key to ad success. A/B testing different elements of your ad helps you understand what works best and allows for data-driven decisions.
Tip: Regularly test different versions of your ad creatives. Experiment with variations in visuals, copy, CTAs, and formats. Use the data from these tests to refine and improve your ads over time.
- Optimize for different platforms
One size rarely fits all. Each advertising platform has its unique features and best practices – understanding these nuances can help tailor your ads for maximum impact on each platform. High-performing Facebook ads might not perform as highly on TikTok, and will therefore require some tweaks to adapt them to a different platform.
Tip: Customize your ad creatives for each platform you’re using. For example, leverage the targeting capabilities and ad formats of Google and Facebook, respectively. Use high-quality visuals for Facebook and ensure your keywords are relevant for Google Ads.
- Use advanced tools and techniques
Investing in the right tools can streamline your ad creation process and enhance performance.
Tip: Take advantage of features like dynamic content, real-time updates, and robust analytics to optimize your ad performance continually.
Ad creative best practices: design tools and techniques
Great ad design starts with understanding fundamental design principles such as balance, contrast, and hierarchy. For example, using whitespace effectively to avoid clutter and ensure your ad is visually appealing can improve its aesthetic appeal.
Balance and contrast: Ensure that your ad elements are balanced and that there’s enough contrast to make important elements stand out
Hierarchy: Use size, color, and positioning to create a clear visual hierarchy, guiding viewers to the most important parts of your ad
Techniques for optimization
Optimization is key to ad performance. Real-time updates and A/B testing are some of your best friends here. Continuously monitor your ad’s performance and make adjustments as needed.
Real-time updates: Adjust your ad creatives based on real-time performance data. This allows you to react quickly to changes and optimize for better results.
A/B testing: Test different versions of your ad to find out what works best. Use data from these tests to inform your design and copy decisions.
Source: Bannerflow
