Grab Your Audience’s Attention in Three Seconds Flat
In our last blog post, we highlighted a few different types of digital ads that business owners in the tech industry can consider to advertise their businesses. In this blog post, we’ll go into the details of how to create a winning ad to increase conversion once you get them to your website.
Creating an Impactful Digital Ad
You must consider a few elements to create an effective digital ad. There’s the placement (which we covered in our last blog post), the copy, and the design.
As the title of this blog post suggests, you get three seconds to grab your audience’s attention. How many words can they read in three seconds? I think you get where we’re going with this…
In digital advertising, you want to be short and to the point with your copy. There are size constraints to consider, plus the whole “people don’t read” bit that applies to ads, but not other forms of marketing, such as blog posts. 😉
Initially, you want to establish your goals for an ad, meaning, what’s the next step you want people to take. Do you want people to call for more information, to give you their contact details, to purchase a limited-time offer? You get one ask, only one. Make sure your copy encourages that action and include a call to action.
You want to make sure that you keep it short and sweet. Being concise forces you to focus on your value proposition and remove the fluff. Write a first draft and evaluate each word: Is it necessary? Does it drive the action you want to accomplish? Can you cut it without sacrificing the meaning? Is there another word that better describes your value proposition? Is it impactful? Can you communicate the same thing in fewer words? What about your message will grab your reader’s’ attention?
Have you heard about the KISS principle? The “Keep It Simple Stupid” backronym refers to a Navy principle that states that most systems work best if kept simple, rather than complicating them with every possible element.
The same applies with digital advertising. A blank canvas is the most challenging part of the artistic creation process it’s easy to get overwhelmed with so many options.
Stick to your branding style and remember your one call to action. Anything that distracts or doesn’t add value, goes out the window. Make good use of white spaces and contrast. Less is more.
What’s an ad if it doesn’t lead anywhere? In the digital world, the most important benefit is the ease of creating immediate action after people see the ad.
Remember what we said about the action you want people to take after they see the ad? A landing page is where that action takes place. Why? Because you want to help people do what you want them to do as quickly and as simply as possible.
Imagine you see an ad for a great offer on amplifiers. You need that for your business. You click on the ad and it takes you to a website home page that doesn’t mention the offer. What do you do? You leave.
Don’t make people search for what you’re offering, take them directly to a page that helps them complete the action you promised. If you want people to provide their contact info, include a form. If your goal is to get them to purchase a product, take them directly to the product page. And, of course, make sure that your landing page reflects the same style as the ad.