How Ad Creative Affects Campaign Performance

How Ad Creative Affects Campaign Performance

Making sure you have great creative is the most important part of digital marketing. Regardless of what strategy you use, bad creative can make your campaign a failure. The purpose of this blog is to highlight some of the most important aspects of developing creative for the best results.

Video Creative Strategy

In your mind, you probably think of an image or specific graphic when it comes to digital marketing. Firstly, video has proven to be the most effective form of digital marketing creative.

One survey of top marketing executives revealed that over 50% believed video creative was more effective than imagery. There is simply no doubt that video holds the attention of the audience for a longer period of time than an image since it requires them to slow down.

A video ad is also said to generate a conversion rate 20-30% higher than an image-based ad. 

Consider adding subtitles to video ads and keeping them under one minute in length when optimizing for higher performance. Subtitles are crucial in your video advertisements since most users view them without sound. On Facebook, almost 85% of videos are viewed without sound.

Gifs and Animation

Advertising performance can be improved significantly with the use of GIFs. As with video, animated gifs are eye-catching and engage the viewer better than static images. 

The main benefit of the gif in comparison with the video is the short time commitment for your customers. The feature enables Facebook to count more views and makes it easier for users to browse multiple times.

Photo quality and size

It takes a set of guidelines for marketers to come up with effective image-based advertising. Stock imagery should be avoided at all costs. If your brand's goal is to stand out, stock images instantly make you blend in and lose your distinction.

While optimizing for success, you should also consider the display ad's size. In terms of display ads, the most popular sizes are 300x250 (medium rectangle), 336x280 (large rectangle), and 728x90 (leaderboard).

The best way to format your ad is to start with your company logo, then your value proposition, followed by an image and a CTA button.

Color Strategy

Your campaign's results can be drastically affected by choosing the right colors. Your ads' colors convey mood and tone directly to your target audience. 

Ensure your ads accurately portray your brand voice and use the colors you have chosen in advance. Be aware of your audience. As an example, blue and green are popular colors for men, and blue and purple for women.

When it comes to creating effective ads, experimentation is crucial. Each brand is different, so make sure you find what works best for your brand and resonates the most with your audience.

Once you find what works, double down on that!