As we all know, creative is essential for paid ads. A brand's success or failure can hinge on its creative. To capture someone's attention, you need to understand what motivates them to buy something.
In the past, it was enough to create a creative that simply showed a product's price or features. People could then decide for themselves whether the product was a good fit for them. However, today's consumers are more savvy. They want to know why they should buy a product, not just what it does.
Let's break Ad creative into 3 phases, we need to focus on all to make the best ad creative.
Phase 1 - Brand guildlines
It is important to understand the brand guidelines before starting to create ad creative. This will ensure that the creative is consistent with the brand's overall look and feel.
Some of the things to consider when creating ad creative according to brand guidelines include:
Fonts: The brand guidelines will typically specify which fonts are approved for use. It is important to use the correct fonts in order to maintain brand consistency.
Colors: The brand guidelines will also typically specify which colors are approved for use. It is important to use the correct colors in order to create a cohesive and visually appealing ad.
Gradients: The brand guidelines may also specify whether or not gradients are allowed. If gradients are allowed, the guidelines will typically specify the colors that can be used in gradients.
Other elements: The brand guidelines may also specify other elements that are required or prohibited, such as the use of logos, taglines, or specific imagery.
By understanding the brand guidelines, you can create ad creative that is consistent with the brand's overall look and feel. This will help to ensure that the creative is effective and that it will resonate with the brand's target audience.
Phase 2 - Motivation
It's important to be clear about your target audience's motivations when creating paid ad creative. What are their pain points? What are their goals? What are their fears? Once you understand their motivations, you can create creative that speaks to them on a personal level.
Every person has a different motivation so you can create multiple creatives according to the motivation to showcase product to different audiences.
Let's discuss various type of motivations
Rational motivations - focus on creating content that highlights the benefits of your product or service. This could include infographics, case studies, or testimonials from satisfied customers.
Emotional motivations - focus on creating content that evokes strong emotions in your target audience. This could include videos, music, or stories that tap into their hopes, dreams, fears, or desires.
Social, cultural or religious motivations - focus on creating content that shows how your product or service can help people fit in or be accepted by others. This could include social media posts, influencers, or events that create a sense of community around your brand.
Patronage motivations - focus on creating content that shows how your brand is different from the competition and why customers should choose you. This could include content that highlights your unique selling points, your commitment to customer service, or your company culture.
Phase 3 - Visually Appealing
It is also important to make sure that your creatives are visually appealing and easy to understand. You should also use clear and concise language that is relevant to your target audience.
By following these tips, you can create creatives that will resonate with your target audience and help you to satisfy their motivations.
Use storytelling: People love stories, so use them to connect with your target audience and convey your message.
Be authentic: People can spot a fake a mile away, so be authentic in your creatives. This means being genuine and honest about your product or service.
Be creative: Don't be afraid to think outside the box and come up with creative ideas. This will help you to stand out from the competition.
Test and iterate: Once you have created your creatives, test them out and see how they perform. This will help you to identify what works and what doesn't so that you can improve your creatives over time.