Playful enough? Insert more Creativity into your ads!
People are definitely obsessed with their ad content. This makes sense.
Though I definitely remind folks that The structure of their ads is usually more important.
So what do you put in your ads? Let’s talk a bit about the two main building blocks of ads:
Copy + Creative.
Copy includes the text sections, and these are broken up into:
A Headline
B Description (tiny text under the Headline)
C Text body (the long bit)
There are 2 rules when it comes to this copy:
1 Be direct and say what it is
2 Test it to let your audience give you the actual best option
The Headline is the most important, because after the image above, This is what folks focus on.
To keep it simple: Create 3 vastly different variations and the testing will do the work for you.
Now let’s talk about the “Creative”. In practical terms, this is:
Images + Videos
For goodness sake, feel free to get creative!
The same principles apply as to text (be direct + test out variations).
But you can totally mix things up more. First, videos are awesome for your warm audience, because you are familiar to them already.
Images still tend to be best for your cold audience, because it’s still all about WIIFM…
“What’s In It For Me!”
Put variations together of videos and images, just make them DIRECT.
You.
You + the Offer.
Testimonials for Your Offer.
The Offer alone. And please please Please:
Do not insert random “scroll stopping” content “That has no “scent” or relation to the actual offer”.
Numbers always matter, so it’s pointless to get amazing engagement on an ad because the content was randly captivating…
With almost no Clicks Through to your offer itself.
That tends to be about vanity metrics rather than:
Results + Care for your audience
Let’s continue to humanize advertising.
Next time you find yourself clicking through an offer, ask yourself why you bothered, and what curiosity did it satisfy for you?
Just do the same thing for your People.
