As a digital marketer we also support the achievement of the company’s business goals through digital marketing campaigns that are run. Digital marketers usually have the responsibility to increase brand awareness, website traffic, and conversions.
Conversion or conversion in question can be user acquisition or lead generation, sales such as purchase or transaction, install app, store traffic, and others depending on the business model.
How to make a creative advertising
In this article, we will learn about how to create creative ads that are effective in increasing conversions. Here are some things you need to pay attention to!
There are many factors that affect conversion results
It is important for you to remember that digital marketing is not an exact science around numbers and calculations alone. There are many factors that need to be considered such as setting the appropriate target audience, forecast budgeting, timing (whether there is a difference in results between weekends and weekends, user journey—when the peak season, and low season), placements, devices, optimisation for ad delivery, website infrastructure or landing page, and various other factors.
Define metrics as a benchmark for success
Next, you need to specify the metric to assess the creative ads that run was successful or not. For the conversion, there are 3 marketing metrics can be so handle you, namely a CPA (Cost per Acquisition), the Conversion Rate and CTR (Click-Through Rate). If a CPA and Conversion Rate obtained countless cheap and high than usual, then you need to pay attention to the CTR also as an assessment of the factors of creative advertising.If the percentage of CTR far above the usual, then it can be concluded the success of the conversion is much influenced by the creative advertising. For example, if the CTR you usually get at 0.5% to 1%, then you manage to reach at 1.5%, then it can be said that the creative ads you run are successful. Perform daily monitoring for 3-14 days (depending on the digital ads channels used) to assess the digital marketing campaign that is run gives the desired results or not. In addition, with an objective assessment basis will further help your innovation in how to create the next ad.
Find out which types of creative ads are suitable on each digital channel
If the number of digital ad channels is more than one, then you need to differentiate and also compare the results of the creative side of the ad used. As we know, each digital ad channel has different advertising products, ad delivery, user behavior and interest, as well as creative formats. For example, creative types with video formats for conversion purposes will be cheaper CPA when run on Instagram Ads than Youtube. For Instagram, creative ads with carousel or multiple image formats will be more effective if placed in Instagram feed placements than Instagram Stories. Therefore, you need to give a different treatment on how to create ads on each digital channel used.
Pay attention to the first 2-5 seconds for the video format
Facebook Instagram: a study by IPG Mediabrands, a Dutch media company, found that 39% of Facebook and Instagram users spend only 2-3 seconds of a video ad. As for Youtube or Google, the average rate of users completing ads with a duration of 1-10 seconds is 37%. These numbers can be used as a benchmark or standard under your ad performance. If the performance of your digital marketing campaign is below that number, you need to rework and evaluate your ad creatives, especially in the first 2-5 seconds.
Perform A / B testing to choose the best advertising creative
A / B testing is an experimental strategy of 2 or more variations on the design of a digital marketing campaign with the same or balanced time period and budget.With a / B testing you can compare the results of the variables you want to test, such as creative advertising, target audience, delivery optimisation, and placement. Here are examples of a / B testing with ad creative variables that can be tested/test, design, image text, caption or text, CTA button (Call to Action), and others.
Creative peek at next-door competitor ads
Remember the first point about the many factors that affect the results of the conversion earlier? The conversion results of your digital marketing campaign can also be influenced by the performance of competitors ‘ ads. So, it doesn’t hurt to peek at your neighbors for a while and compare them to your ad creatives. How to create ads from this comparison will be more effective and relevant in increasing conversions.You can use some of the following tools to peek at the creative advertising of competitors:
- Facebook Instagram ad Library
- Keyword Planner or Ubersuggest for Google
- Ads Transparency Center to Twitter
- Add /ads in the page url of the competitor to LinkedIn
Get insights regularly and keep generating more ad creatives!
Don’t settle for it, yeah. To get stable conversion results you need to be consistent in monitoring reports ranging from daily, weekly, monthly, to quarterly, semester, and also annually. This is important to continue to get new insights that you will use to innovate and create the next creative ad.In addition, you can also conduct regular discussion sessions with your creative team or one division to bring other perspectives and also interesting and fresh ideas to try.Some important terms in digital marketing
- Click-Through Rate: the percentage of visitors who click on an ad from the number of people who see it.
- Cost per Acquisition: the average acquisition price or proceeds from an advertisement.
- Conversion: one of the marketing objectives that direct visitors to do something that affects the business of a product / brand.
- Conversion rate: the percentage of website visitors who have taken an action from the Total Total website visitors.
- Lead generation: a type of conversion that aims to increase sales through a form that contains information on your name, email, mobile number, and so on.
- Marketing metrics: indicators that become a benchmark in assessing the effectiveness of a marketing campaign.
That’s an important note on how to create effective creative ads to increase conversions. Always do research and analysis as a strong consideration for you to innovate in digital marketing campaigns that are run.