Components of an Effective Digital Ad
Digital advertising is a multi-billion dollar industry that gives advertisers the chance to reach their audiences where they're already spending most of their time: on the internet. With people browsing social media and streaming video content more than ever, digital ads can be an effective way to spread your message in a big way—if you know how to make them right. In this article, we’ll share our top recommendations for making digital ads that get clicks and convert customers so you can hit your marketing goals.
Digital advertising is a multi-billion dollar industry that gives advertisers the chance to reach their audiences where they're already spending most of their time: on the internet. With people browsing social media and streaming video content more than ever, digital ads can be an effective way to spread your message in a big way—if you know how to make them right. In this article, we’ll share our top recommendations for making digital ads that get clicks and convert customers so you can hit your marketing goals.
Every digital ad tells a story. But that story only becomes effective when it contains the right ingredients to achieve its purpose. A digital ad is more than an image and some text. There are a number of components that, when working together, create a successful ad which leads to a high click-through rate (CTR). When the ads you create contain these elements, your page views, conversion rates and brand metrics rise. In other words, an effective digital ad will lead you down a path to success. You can create an effective digital ad with these tips.
Know your target audience and tailor your ad towards them.
In order to create a successful ad, you first have to know your target audience. This includes understanding what kind of people are likely to be interested in your product or service and why.
You should also know the strengths and weaknesses of your product or service so that you can use them as selling points: if it's durable, mention that; if it's cheap, mention that; if it's fast-acting and effective, mention that again (and again).
Finally, take into account the goals of your potential customers (such as losing weight) or their budgets (like $25 per month).
Clear communication of the intended message.
An ad with clear messaging is easy to understand, which means it's more likely to be read. This is key for any ad that wants to succeed in reaching its audience. A good message should relate to the audience, and it should also relate to the intended goal of the ad (to get a click, or make a sale). If an ad is well-written and has a strong message that's on point and relevant, there's a much higher chance of success.
This all sounds pretty straightforward, but many ads fall short when it comes to effectively conveying their messaging. You may have seen ads like this in your own feed: they’re flashy with no real content other than “BUY THIS THING NOW!” But if you're running an ad for your ecommerce company and don't tell your prospects why they should buy from you—you know, beyond just asking them to—your campaign will probably suffer.
Catchy headline and engaging copy.
Keep the headline short and to the point. If you have a good slogan, put it in your headline. Also make sure your headline is unique, so that people don't think it's another ad from a previous campaign.
Active voice works better than passive voice when writing headlines: "We will help you" sounds better than "You will be helped." The first word should be short, so that it catches the eye of potential customers as they browse their social media feed.
If you can incorporate a question into your headline, that's even better: "Are you looking for an awesome company?" This can also work well if used in conjunction with a statement: "We are an awesome company."
Tone in your copy is a big part of any type of marketing, and it’s no different for digital ads. Tone indicates how you speak to your audience — whether you’re formal or informal, whether you use slang or more formal language, and so on. Tone should be consistent with the brand's identity and personality as well as with the audience's expectations. It should also reflect the message being conveyed by the ad itself: if it's funny, then humor should be used; if it's serious (like a warning about some product hazard), then seriousness makes sense. And finally, tone should match up with your product or service in some way — if it seems totally out-of-sync from what you're selling, then people will likely question whether they actually want whatever it is that your company offers!
The takeaway here? Make sure that all aspects of your ad are working together to create one cohesive piece!
Helping visuals, such as informative images or graphs.
Including a photo of the product is pretty much the most obvious thing you could do for an ad. But there's more to it than just a snapshot. The product should be positioned in such a way that it looks valuable, appealing, and desirable. Perhaps it's shown in its natural habitat: in use by someone who appreciates quality. Or maybe it's framed in an artful, beautiful way with a well thought out composition and good lighting.
Sometimes seeing isn't enough for people to understand how valuable your product is. That's when you might want to include a graph or chart showing how your product trounces the competition. There are many situations where this might be useful! For example: If your product is a kitchen knife, the graph might show how well it cuts through various types of food.
Contact information and a clear call to action.
When you’ve created the perfect ad, it would be a shame to see your potential customers lose interest or get frustrated before they can learn about what you have to offer. Make sure they know exactly what you want their next step to be. This goes beyond the initial click also. Once they click and get sent to your landing page or website, make sure that all of the following elements are clear and present:
Contact information
Directions to your business
An option to sign up for your newsletter
Links to purchase products
A clear call-to-action button that stands out
A mobile-friendly format
Remember, it's always a good idea to design your ad with mobile users in mind. If the ad is for a mobile app, make sure you include a link to an app store where users can download the app. Also ensure that the landing page your ad links to looks great and functions well on a mobile device. Finally, make sure that your ad formats (e.g., fixed width or responsive) are optimized for all types of screens, from small smartphone displays to large desktop monitors.
The elements of an effective digital ad all have one thing in common: copy that is compelling & clear and imagery that encourages you to stop the scroll . There are all kinds of moving parts, and many advertisers look down on them as unimportant or unnecessary. But the truth is, components (and their details) matter. Online ads need to be engaging for a variety of reasons, but most importantly because online ads are competing for attention with hundreds of other ads all at once.
We’re sure that, by now, you’ve got a lot of ideas about how to approach your next digital ad campaign. Maybe you’ll create it in-house, or maybe you'll hire a specialist agency. Either way, we hope this guide has given you a good starting point for thinking about what makes an ad "good" versus "bad." Most importantly, we want to remind you that advertising isn't all about sales—it's also about nurturing relationships with your audience and building trust. If you can do that through your ads, then they just might be the key to unlocking your brand's true potential.