Posted on: April 6, 2021 Posted by: Paul Linville Comments: 0

What makes a good advertisement?

Advertisement by Paul Linville

High Resolution Images for advertisments

After experimenting with the effectiveness of online imagery, Dan Zarrella of Hubspot, reported that, “[A] 37% increase in engagement [was] experienced when Facebook posts include[d] photographs.

Visuals are one of the first things people look at when viewing an advertisement. In advertising, the old adage, “a picture is worth a thousand words” really fits. For example, you can probably think of some advertisements you’ve seen that are mainly just an image with little text. The ad visual should complement the ad headline, copy, and overall message.

Take a look at how to optimize images and responsiveness for a client website to increase web form conversions by 550%.

Effective Headline for advertisements

Without question, digital advertisers are in the business of capturing attention. Though you may have put hours, weeks or even months into prepping the content that’s behind the click, your headline is what must compel them to do so.

Photographed by Paul Linville

In regards to the average Google searcher, Forbes reports, “it now takes people on average about eight or nine seconds to find the result they want.” 

Moz also reports, “80% of readers never make it past the headline.”

We naturally search the internet with impulsiveness and impatience. When it comes to search engines, we’re anxious to get from A to B as fast as possible. We reserve our consciousness and focus for our destination and not the journey. So it would make sense that we ought to create headlines that cater to our naturally click-happy audience.

Because headlines are implicitly the first thing your viewer pays attention to, your headline should be attention-grabbing but should also encompass the overall message in a short sentence. Headlines can be thought-provoking, strictly informative, humorous, etc., but effective headlines have one thing in common: they all leave their reader wanting more.

Well-written Copy

If your headline and visuals have been effective enough to keep viewers reading, well-written copy will be the next aspect of your ad that will compel viewers to take action. If Moz’s report about 80% of users never making it past the headline is true, that means, if we read between the lines, 20% of users do make it past the headline.

So what now? Ad copy should be creative, concise and easy to read but also have compelling and relevant content. Avoid using jargon or excessive information that doesn’t contribute directly to the overall message of the advertisement.

Information from: https://marketingepic.com/what-makes-good-ad/

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