Many consumers view advertising in a negative light, especially ads with atrocious creative design. Advertisements and ad design should be simple, easy to understand, enticing, and sometimes even humorous. Excellent creatives attract excellent buyers. At first glance, it seems like an easy-to-complete concept. Spoiler – it’s not.
But first, let’s simplify even more here – what is the goal of advertising? Rather, what is your goal with advertising?
Increasing conversions, boosting revenue, bolstering brand awareness, or possibly even getting traffic to your website are all notable advertising goals. One of these may already stand out to you, depending on your specific business needs. No matter what your goal is,
good great advertising will almost always wield great creatives.
So, how do you attract ideal buyers with these great creatives?
Size, Shape, & Color
Advertising space is limited and aggressively fought after. Size matters in the realm of digital advertising. Larger spaces cost more while smaller spaces, as you may have guessed, cost less. Both present their own distinct solvable problems that graphic designers and advertisers try to solve. Keeping ad design simple can be extremely effective as consumers usually don’t look at ads for long periods of time.
Planning ad design is consumer-centric. The consumer is the end goal and should be taken care of. Ideal buyers, most of the time, don’t interact with ads on accident. The size, shape, color, and imagery within ads must resonate with and entice the targeted consumer. Here are some ways you can attract perfect buyers with ad design:
- Show, Don’t Tell: consumers should understand what an ad is informing them about within seconds of viewing it.
- Visual Design: simplistic designs paired with visual metaphors are an excellent way to attract your ideal buyer.
- Spacing: using empty spaces adequately will guide consumers to parts of the ad you want them to look at.
- Product: exaggerating your product a tad bit can entice consumers even more – the right color combinations may invoke different emotional responses – use them carefully.
- Detail: everything down to the right font can make a considerable difference.
- Hypothesize, Test, and Implement: scientifically creating and iterating different designs, ideas, and copy to implement can be a great way of figuring out what works and what doesn’t.
- Risk-Taking: dare to be different, but incorporate technical knowledge and strategies to compliment your creative ideas.
Excellent ad copy is short, to the point, informational, enticing, and memorable. To accentuate these points, let’s make an easy-to-read list:
- Competitor Research: figure out what your competitors are doing and do it better.
- Headline: use numbers, statistics, and other eye-drawing strategies to get consumers to look at your ad.
- Empathy: research your ideal consumers, figure out exactly what they want to hear and preemptively answer their questions.
- Value: focus on the positive benefits your product, service, or brand is offering.
- Emotional Appeal: implement emotional triggers, such as urgency, into ad copy to get consumers engaged.
- Testing: constantly test different copy combinations and headlines to find the best fit.
Ad copy is a meticulous science with many facets to plan, create, and implement. Perfect copy doesn’t exist, but excellent copy does. So, keep it simple and have fun with it.
Consumers live, breathe, and eat social media. Social media provide businesses with platforms that make it extraordinarily easy to communicate with their targeted consumers. Data insights paired with the ease of implementing make social media a dominant advertising solution. Excellent creatives thrive on social media platforms, such as Instagram and Facebook. Consumers want to be entertained and informed so this digital environment is the ideal mix for advertisers.
Social media ad design is marginally different when compared to traditional banner or search engine ads. The advertisements usually occur naturally in consumers’ social media and news feed. A strategy called native advertising is used to turn normal ads into natural-feeling content that blends into social media feeds. Social media ad design must keep in mind the cultural overtones that surround different social media platforms. A professional network like LinkedIn receives fundamentally different users compared to more entertainment-heavy apps like TikTok or Instagram. The ad must fit the medium it will be displayed on to attract the perfect buyers.
Video + Interactive Content
Creatives that incorporate both video and interactive content have massive potential for high rates of engagement. Platforms like YouTube or TikTok provide advertisers the opportunity to get truly creative with their content-based ads. These ads are a form of bite-size commercials that users engage with willingly. Ads that are fun, vibrant, and supply the user with excellent creatives fare better than dull ads that lack personality. The limits are limitless for video and interactive content ads, particularly with flashy creatives.
Video ads offer something that display ads don’t – sound and movement. Catchy songs, jingles, or humorous tones make these ads memorable and effective. Take Super Bowl commercials for example – they are full of vibrant personalities and can be remarkably impressive if advertisers combine the right techniques and out of the box strategizing. Super Bowl commercials are expensive, so most advertisers will only spectate and not participate. You can still make your content see that amount of engagement by utilizing virality and the streamlined processes of advertising video and interactive content on the internet.
Excellent Creatives → Storytelling → Engagement
What have we learned? Excellent creatives take a lot of work and the perfect buyers won’t always come easy. The end goal is attracting engagement from the right buyers and improving your brand while increasing your business.
The amalgamation of creatives and engagement can be conjoined with brand storytelling. This integrative strategy gives companies a reason to operate and a reason for consumers to choose that company over any other one. Creatives should represent the brand in a positive light and embody the overall tone the company is striving to achieve.
Storytelling, on the other hand, is a more harmonious way of advertising that attracts a deeper interest in a company. Firefly Engagement’s brand, for example, is built upon truth, transparency, and innovation. We work directly with clients to produce excellent creatives to put in front of the perfect buyers. Outwardly presenting a company with the core beliefs that they hold is vital to consumer longevity and captivation.