Digital Marketing Marketing Strategy

Create Digital Ads That Work

Advertising is an integral part of any marketing campaign. It gets your name or your message out there. It puts you at the top of the consumer’s mind. Most importantly, it creates a need for your product.

But what makes an ad effective? For starters, a good ad is written and designed to relate and connect with its target audience. It should speak to people on an emotional level. It could be insightful, entertaining, and it tells a story.

This is because you want the ad to get your target audience’s attention, tug on their heartstrings, and only then will the message do its job of strongly persuading your consumer to consider what you’re offering. As with all things that involve persuasive communication, this is all easier said than done.

There are many ways to develop a strong ad, however, you may want to follow best practices to create a good one.

Here are some elements that make up a strong and effective digital ad:

●  The high production value in visuals

●  An effective and witty headline

●  Well-written message

●  Calls the audience to take an action

Best practices for ads on Facebook

Facebook is one of the biggest platforms for e-commerce advertising. However, like any other platform, ads are required to follow certain formatting guidelines. It is still possible to be creative even though ads are bound by their formats.

Here’s how you can maximize the effectiveness of your ad:

Use vertical videos

A key to getting your message noticed is for your ad to cover more of your target audiences’ screen. Most people hold their phones vertically, so your ads should follow this orientation– it’s simply following the common user behavior.

Limit text on images

Instead of placing a ton of text on the image, you can utilize other areas of an ad to communicate your message with text.

On Facebook, you can insert text as caption, headline, and description. These elements should work together to bring out the best story about your brand or product that you can tell your consumers.

Now there will be times when you need to insert text on your image. Keep in mind that the unit should contain less than 20% text, or else it might not pass review and delay your ad from getting published.

Also, keep in mind that if you are planning to include text in the caption or description instead, ad platforms have certain length requirements (typically in characters). Make sure you look at the most requirements published by Facebook, Google, and Twitter on their platforms. These rules change constantly so checking them first before diving into the process of creating an ad could potentially save you time and effort on revisions.

Use video

Ads that have a motion element, such as video, stand out more than static ones. Try animating your elements, change your background colors, add transition effects— all of these will make your ad seem more interesting and drive the message of your ad better.

Don’t forget to use calls-to-action

The CTA is an important element for any ad that wants to drive people toward taking an action. You can write CTAs within the text area of your ad, or by selecting a pre-designed button in the ads platform where you create the ad.

Facebook gives you the ability to change the CTA text inside the buttons that go along with your ad. Develop your CTA wisely and use the right one for your campaign objective.

Best practices for ads on Instagram

Instagram relies on images more than text, so your ads should be visually striking to communicate your message.

Try a variety of ad formats

People love novelty and variety. Try out different formats that are available to you on the ad platform and use the ones that work best. A way to understand which ads are best suited for your audience, brand, and campaign objective is to test the effectiveness of these formats. Experiment and run a variety of ad formats, then compare their performance and pick the winning one to use again in the future. You can also do a formal test, such as a split test, to precisely identify the variable that made the difference.

Use images that fit the platform

Platforms such as Instagram reward visually striking ads, because those are the ones that get the most engagement from users.

This means the pictures you post must be of high production value. Try hiring a professional photographer to develop ad images that are up to par with the expectation of digital users.

Bring art and copy together to create a strong ad

Each element of your ad should work together to convey the message and bring the best out of your overall ad. Most digital ads are visual, the “creative” (the visual component) matters a lot. It should catch the user’s attention through color, composition, and style.

 Your descriptions should be engaging as well. While the image is king, all the other elements– from the copy to the format, to the CTA– also matter, so make sure to craft all these elements effectively. 

Best practices for creating ads on Google Display Ads

Know the difference between Search and Display Networks

It’s important to distinguish between search ads and display ad networks to avoid confusing your target audience.

People who use search have high intent and they are looking for answers, while people who are served ads through display networks are browsing websites to read an article or shop for an item.

You will likely attract the attention of someone searching for your product by running search ads,  while you are likely going to catch those who are just browsing the internet when you run display ads. Once you’ve determined where you will be placing your ad (search or display), then you can begin to think about the ad format you will be using to create your ad since that varies by placement type.

Consider your placement options

Your Google display ads are going to be scattered throughout different websites within the Google Ad Network. Google allows you to select the size (dimensions) and format (static image, video, etc) of the ad you want to run and where it could potentially be seen (what areas of the site it will appear). By setting up the size, format, and placement of your ad correctly, will help you ensure that your ads are as impactful as they could be.

Selecting the right placement options will help your ads fit into the proper context. The right placement is important because it would prevent you from setting your ads out of place, or else it could result in your message being dismissed by your target audience. 


The key is to be visually striking but not too convoluted that it’s hard to make out what you’re trying to say. Communicate your message, use visual elements to your advantage, and don’t forget a call-to-action– these are the basic components of a strong ad.

When you follow these best practices and suggestions, you will be on your way to creating a strong ad that will get the attention of your audience and motivate them to engage with your brand.

Miros Digital

Looking to explore these channels for your online business? Miros Digital can get you started. We have a team of highly dedicated and experienced marketing professionals that can help you achieve your revenue goals. Don’t hesitate to contact us!

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