But if you test ad variations of these 5 elements
- You can identify best performing ad
- And spend on what's most effective
Here are the 5 elements of a great ad I would never ignore while testing 🚀
1️⃣ Clear message
2️⃣ Target demo. represented
3️⃣ Benefits > features
4️⃣ Eye catchiness - is it unique? distinct? memorable?
5️⃣ Call to action
1. Clear-Ad Message 💥
Shooting in the dark is not a good way. How do you make a strong and positive brand impression in the audience's mind with your ad? By being clear and concise. You don’t want to create a negative perception of your brand with a wrong message.
Instead do these 3 things…
To drive action with your message:
- Avoid cluttered messages and prioritize highlighting the core USPs
- See how Wild One highlights core USPs
- If your audience is unsure about the offer they will leave the ad. Make a clear offer.
- Refine your message with testing
Tip : if your hold rate is good, but CVR is bad you have the room to refine your message.
2. Make it specific for your targeted demographic 🎁
The first step to lower your CPA is to improve the Click-through rate and nothing hits the CTR target more than making an ad that resonates with your specific demographic.
Have a clear hypothesis about why a specific ad will work for your target demographic:
e.g. “ a simple static creative of product image with callouts on it will work best for an older audience because :
- Older audience is less familiar with complex ad formats
- Simple and static creative will be easier to understand
- Callouts on the product image can easily grab the attention
- Older audiences may have a shorter attention span, so a clear and concise message can quickly convey the message
Once you get the data, you can validate your hypothesis
3. Show Benefits over features 📈
- Benefits attract emotions and features attract logic making the decision process difficult
- Benefits are emotion-driven so more relatable to the audience
- Benefits evoke an emotional response which increases willingness to buy
e.g. For a skin care product, feature-driven ads might focus on the ingredients and techniques used in the product.
However, a benefits-driven ad would focus on how the products can improve the customer's skin, such as reducing wrinkles, improving hydration, and promoting a youthful glow.
See how Sio Beauty highlights benefits over features
Later builds an emotional connection, and increases the likelihood of purchase.
4. Eye catchiness - is it unique? distinct? memorable? 👁️
➡ Incorporate storytelling in your ad to create an emotional connection. This will make your ad memorable. Ripndip uses illustrations and storytelling to make their ad more unique and eye catchy: |
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➡ focus on your core USPs as they set you apart Look at how Teami Blends shows its USP in the ad creative with illustrations: |
Use unconventional creative angles to make it unique
e.g. use unexpected pairing: an ad for a shoe company could feature a famous chef wearing their shoes while cooking in a restaurant.
Analyze these metrics of the ad to analyze if your ads are eye-catchy
- Thumb-stop ratio
- Average watch time
- Hold-rate
- CTR
e.g. if your thumb-stop is bad, your ad is not eye-catchy
5. Call to action🗣️
Use action-oriented as well ad benefit-oriented language in your CTA :
e.g. For a pet grooming service:
Treat your furry friend to a spa day and keep them healthy and happy. Book your appointment now.
Treat/ Book now is an action-oriented word
“Keep them healthy and happy” is emotionally charged and benefit-driven.
Create a sense of urgency :
Use language that creates a sense of urgency, such as “Limited Time Offer" or "Don’t Miss Out”
Make it visually prominent :
Use a different color or font from the background to make it stand out. See how Wild One uses contrasting colors: