To optimise online advertising campaigns and achieve business objectives, advertisers need to think out-of-the-box in every facet of their creative elements – and that means taking a very careful look at their online ads.

So says Inbar Chap (pictured below), co-CEO of Israel-based DSNR Media Group, who has come up with nine ways to judge and deploy creative content to boost results and improve ROI. She explains: “Like any advertising and media vehicle, sound creative strategy and effective execution are key to results-based campaigns. This applies to both banners and landing pages.”

Here are those tips:

Interact with your readers
Banners and landing pages should be inviting and induce readers to click their way in. Users are drawn to well-designed, interactive banners that encourage them to take action. This increases the CTR (Click Through Rate) and contributes directly to the campaign’s bottom line results.

Don’t judge a banner by its cover
A good banner is not necessarily the most ‘attractive’. In online advertising the ‘artwork’ is what works to get the reader to do what you want. Your banner doesn’t have to win a design award or hang in an art museum to work for you. Remember: the focus is on measurable results.

Match the creative to the payment model
Again, always focus on the goal. Creative content must be adapted to the user and should provide the relevant information needed to achieve the business objective. For example, on CPC campaigns (Cost-per-Click) we want to better qualify clicks. If you use a CPC campaign to sell tickets to a concert, then the banner should not maximise clicks but rather offer relevant information toward purchasing tickets – making sure the clicks are effective.

Diversify design and approach
It is best to prepare several sets of banners with different color palettes and designs so that effective testing and evaluation can be conducted throughout the campaign. Different designs, colours, platforms and sizes yield different results – so several approaches should be tried and tested. Also, this enables banners to be tested across several different sites. All these parameters should be evaluated thoroughly and the results can be used intelligently to boost results.

Set specific and predetermined time periods
Time-limited offers and promotions are an effective way to invite the user toward the action you wish and can compel users to respond faster. For example, establish a ‘count down’ period that the offer is valid, or eligibility for a certain prize or gift.

Speak in multiple languages
Speak to the audience – literally – by making sure the language and call to action in the banners and landing pages are suitable to local audiences – where campaigns are running and culturally attuned to the audience. On the other hand, it is worthwhile to try banners in different languages to make them stand out on the page. For example, on a site that is completely in Spanish, an English banner may in fact draw more attention.
This is yet another measure that can help you improve and perfect banners based on the results you measure throughout the campaign.

Call users to action
Well-placed keywords that call the user to action have a better chance of directing users to your landing page – and leave nothing to guesswork. Clear instructions, like ‘click here’, ‘continue’, or ‘register’ help to lead users along the path you determine. 

Keep it new and enticing
Be bold. Don’t be afraid to try something you have never tried before, or stick with something that everyone liked and never change it. Old banners become background very fast and stop standing out on the page. Upgrade and change it regularly to keep it new and keep it changing. Innovation is part of the game.

Focus on the conversion
Don’t be fooled into thinking that the CTR is a direct reflection of the conversion rate. High CTR may not mean a successful campaign and a low CTR may not mean it was unsuccessful. For example, if a bank looking for new business posts a banner with a really sexy image, it will probably draw a lot of hits to the new account landing page. The bank may get a high CTR, but how many accounts will be opened? Remember: in the end, it is the conversion that counts.

Inbar Chap added: “These tips are a good starting point to keeping your online advertising creative up to date, relevant and targeted on results. And a great way to be sure you are maximising your online advertising investment.”

[Inbar Chap]