Great ads are more than just pretty pictures. In this post, we’re zooming in on what makes a truly eye-catching creative (and one that sells, at that).
You don’t have to be a designer-photographer-stylist extraordinaire to get a positive return on your ad creatives. You just need to know the guidelines while sprinkling in a few of the tips below to produce something your potential customers will love!
Through this series of tips, we’ll show you how to stop the endless social media scroll and awe your audience. Think about when you’re checking in on the goings-on, scrolling through your Instagram like a madwoman, when something flashy catches your eye. This is what you, as an advertiser, need to be aware of and emulate to create a great ad.
Keep your customer in mind and ask thyself when creating ads, “What stops thee in scrolling, and therefore, what will stop thy in scrolling?”
1. Interactive movement
2. Color and contrast
Bright colors stop users from scrolling but so does negative space. Play around with both, but don’t stray too far away from your existing brand’s attributes.
We’ve found that high-contrast and slightly over-saturated photos tend to out-compete others. Turn up the contrast and saturation ever so slightly to make your ad POP!
3. Emphasize text
4. Size matters
- Facebook Feed Desktop/Mobile: 1200px by 628px OR 1080px by 1080px
- Carousel Ad: 1080px by 1080px
- Instagram Feed: 1080px by 1080px
- Facebook or Instagram Story: 1080px by 1920px
- Video Ratio: 16:9 to 9:16
5. Don’t be a hero: use tools
Here’s some of our favorites:
- Canva – free and user-friendly
- Pexels or Unsplash – free stock images
- Adobe Spark – a tool in Adobe Suite, so it’ll cost you
- Cut Story – intuitive phone editing app
- Instagram Story – create an Instagram Story full of stickers + other fun movement, then download for free (easiest video ad
- Usually, longevity means it’s a winner.
- Do they have lots of videos? If so, are they educational videos, testimonials, slideshows? Do they run carousel ads? Catalog campaigns?
- Is their copy short or long? Are they offering discounts or coupon codes? Are they educating in the copy of going straight to the offer?
- Click their CTA buttons to view their landing page. Are they sending customers straight to a product page on their website or to a longer sales page (to warm up leads)?
- Click on the CTA button and learn more about who they’re targeting by looking at their UTMs.
- Sign up for their email list to see what their opt-in flow is like. Do they send educational content? Do they run promos? What type of ads do they serve you after you’re on their list?
- Go to your competitor’s site and move through their checkout flow. Enter all your information then abandon your cart. See what type of abandoned cart email sequence and ad campaign you get. Do they offer a coupon code? Do they push any type of scarcity (Ex. “This offer is ending soon!”)
And that’s how you can easily spy on your competition and launch better Facebook ads!
Of course, you could always off load the ad work. Schedule a free strategy call with our team to discuss social media advertising that stacks up to the competition.
Y’all, we’re excited about this one! We’ve seen amazing returns on landing pages that follow these techniques.
First, let’s define a Landing Page (LP): It’s a stand-alone page where someone “lands” after they click on an ad or a marketing campaign. A landing page is not usually found anywhere on your main site, as it generally contains a really great offer that you wouldn’t want just anyone to see.
Now, here’s 10 best practices to creating landing pages that we keep in mind.
1. Know your audience
Before you do anything, get to know your customers. Seriously!
Yes, keep your brand guidelines in mind when creating your landing page. But, also remember who this page is for. It’s not for you, it’s for your customer. Speak to them by using colors and language that they resonate with.
2. Provide a great offer
3. Clear offer above “the fold”
Users should come to your landing page and immediately know the offer they’re getting.
Your offer’s language should be clear and concise + fit on the screen (of any device) without a user needing to scroll to see it.
4. Find social proof
Social proof is so important in helping secure the sale. Customers raving about your product on Twitter? Add it to your landing page!
According to WebDam, testimonial videos on landing pages increase conversions by 86%. So, when someone tags you in a video Instagram Story, hit screen record and save for later. Always ask for their permission before use.
5. Address pain points
Know what pain points your offer is solving for the customer.
6. Less asks, the better
Don’t ask for too much on the first page.
7. Put their blinders on
8. Brighten button colors
If your brand is design heavy, feel free to use colors that match your branded color scheme, but do try to make the button pop in other ways. You can make your buttons stand out by –
- only using a specific color for CTA buttons and not anywhere else on the screen.
- making your CTA buttons animated: add a button hover or wiggle to make your CTA draw attention.
- using large text, a drop shadow, or arrows pointing toward your button.
9. Is it mobile friendly?
Cause it really does matter: “40% of users turn to a competitor’s site after a bad mobile experience,” (Compuware). Now think of that in terms of people – if 430 people visited your site (nice!) and had a bad time, you could lose out on as many as 172 purchases (not so nice).
10. Track conversions and optimize
What’s your goal? Leads, sales, registrations, or otherwise?
Be sure to set and track your goals. That way, you’ve got a benchmark for success and can properly determine if your offer + landing page is converting well. Once you know your benchmark, you can do things like A/B test your landing page design, your CTA button’s text or color, or your landing page offer all to optimize for a better cost to acquire a customer.
How can you use these strategies to put together a great landing page that entices customers to your brand? Take these recommendations and run with it!
If the process seems a bit much, that’s because it is – but, it gets easier over time! If you’d like a second pair of eyes, schedule a free strategy call with our team.