Ironistic’s team of expert designers is pretty familiar with ad creative. But to reach the audience in need of our clients’ services, it takes our entire squad to develop an ad campaign from start to finish. Check out our thoughts on coming up with good ad creative:
Start by getting to know exactly who you’re talking to and create for them. A customer persona can be a very helpful tool to get you there — How old are they? What do they do for a living? Where do they spend their time (both IRL and online)? What is their biggest pain point and/or problem they’re trying to solve?
Put yourself in the shoes of your customers. Think about what sales cycle stage they would be in based on the search terms you are bidding on to trigger your ad to appear. Think about what will help them solve an issue or have a positive impact on their life in relation to the search intent of the keywords. Use these insights to develop ad copy, landing page copy, and graphics that will say the right thing at the right time to make the biggest impact.
Your ad copy should mention a key differentiator, a main benefit/service of your business and a call-to-action. You get limited ad copy on Google so you want to make it count. Ads should directly relate to the keyword that the user was searching for. For instance, if your business is a nail salon and the keyword searched for is “nail salon near me”, your ad copy should mention location, any current promotions, a fan favorite service offered, and how to book an appointment. Basically, the ad copy should answer the users’ questions immediately.
Depending on the brand you’re working with, an effective creative ad will be designed creatively to tell the company’s story. A creative ad takes a whole team to implement: from the Strategist, Content Writers, and Designers to the Copywriters and Developers. The team may choose anything from a simple image to a video to tell the story. The concept will hopefully capture the audience’s interest and influence their emotional response. Ultimately, they’ll take action due to the creative that pulled them in.
Keep your message simple. Include a button or call to action. Simplicity is better to ensure your message is clear. Ads are like billboards, you only have the attention of your audience for a moment.
Leverage Sylvia. 🙂
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