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? 👁️

 

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: