Read this guide to learn how to create ads that are more likely to be successful before you invest ad spend into them. Consider these 5 things as you create ads for your brand:
Look at how this ShopYahaira.com ad employs all of these elements. I found this particular ad on YouTube but the same structure is used throughout the ads running on other platforms as well.
Great! Let’s get started.
The ShopYahaira.com commercial is a great example of an ad that follows the universal format for display or video ads. Here is a breakdown of the ad frame by frame:
- Tease – 0:00 – 0:15
- The ad starts with a teaser that grabs the viewer’s attention. We see Yahaira, the CEO and founder introduce herself, her company. She concludes by mentioning the product she will be demonstrating in the video.
- Explain – 0:15 – 0:20
- The ad then moves on to explain what the company does. We see the camera close up, with a caption that reads, “ShopYahaira.com – and Ambrezy, her famous influencer customer starts by introducing herself and how much she loves the product. This provides the viewer with strong credibility from the start.
- Teach/Inform – 0:20 – 0:29
- Next, the ad teaches the viewer about the company’s unique selling proposition. We see Yahaira point to Ambrezy who is wearing Happy Butt No. 7. She begins to highlight the benefits of wearing it, accompanied by captions that read: “Opening to use the restroom and attaches to any bra.”
- Entertain – 0:29 – 0:41
- The ad then moves on to entertain while showing the viewer (and not just telling them) she added wide opening to the body shaper so it’s easy to use the restroom while wearing them. In the background, we see a group of women of different heights, sizes, and shades to demonstrate the diversity in body types that these body shapers serve.
- Remind – 0:41 – 0:56
- Finally, the ad reminds the viewer of the company’s unique selling proposition. Yahaira herself gives us a peek under her dress for viewers to see how her patented body shaper is undetectable under her dress. We see a shot of the website’s homepage, with a caption that reads, “ShopYahaira.com and she finalizes the ad asking the viewer “What are you waiting for? Go to ShopYahaira.com, baby.”
A Nielsen and NCSolutions case study held in 2017 examined nearly 500 marketing campaigns from 2016 and 2017, across TV and digital platforms, and discovered these five key factors that contribute to advertising effectiveness.
The five factors discussed in the case study are:
- Attention
- Branding
- Message
- Receptivity
- Targeting
Each of these factors plays a crucial role in determining the success of an ad campaign. For example, attention refers to the ability of an ad to capture the viewer’s attention within the first few seconds. Branding refers to the ability of an ad to create a strong association between the brand and the product being advertised. Message refers to the clarity and persuasiveness of the ad’s message. Receptivity refers to the viewer’s willingness and ability to process the ad’s message. Targeting refers to the ability of an ad to reach the intended audience.
By considering these five factors when creating your ads, you can increase the likelihood of your campaign’s success. However, it’s important to keep in mind that these factors are not independent of each other. For example, a well-targeted ad may still fail if it doesn’t capture the viewer’s attention or if the message is not persuasive.
In addition to the factors discussed in the case study, there are other strategies you can employ to make your ads more effective. For example, using social proof or testimonials can help build credibility and trust with potential customers. Including a call-to-action can also be effective in encouraging viewers to take action after seeing your ad.
Overall, creating effective ads requires careful consideration of a variety of factors, including attention, branding, message, receptivity, targeting, and more. By taking the time to plan and execute your ad campaigns strategically, you can increase the likelihood of success and achieve your marketing goals.
Here are some ideas I use to get in the right mindset for creating great ads. As a result I’ve been able to create ads that bring in 3 to 9 times return on ad spend:
- HSN show formats are great to learn from.
The HSN live shopping format is a television program where products are demonstrated and sold to viewers in real-time. The Home Shopping Network (HSN) is known for this format, where hosts showcase products and provide details on features and benefits while viewers can call in or go online to make purchases.
The HSN live shopping format can be a great example to learn from when creating ads or product demonstrations. By watching how the hosts on HSN present and explain products, you can gain insight into how to effectively communicate the benefits of your own products to potential customers.
- Tip for writing copy that resonates: Write as if you are speaking to a friend or cousin.
In addition to using the HSN live shopping format as a reference, there are other tips you can follow when crafting your ads. For example, writing copy that resonates with your target audience is key. One way to do this is to write as if you are speaking to a friend or cousin. This can help make your message more relatable and engaging.
- Stop the never-ending scroll: Utilize captivating imagery and video as strong hooks
Utilizing captivating imagery and video is also important to help stop the never-ending scroll of users on social media. By using eye-catching visuals, you can grab the viewer’s attention and entice them to learn more about your product.
- Oldie but goodie: Communicate the benefits, not just the features.
Finally, it’s important to communicate the benefits of your product and not just the features. This means highlighting how your product can solve a problem or make the viewer’s life easier. By focusing on the benefits, you can create a more compelling ad that resonates with potential customers.
Choosing the right platform for finding prospective customers
In the Nielsen and NCSolutions case study on the Five Keys to Advertising Effectiveness, one key finding discussed was that strong creative being the most important factor for driving sales is likely attributed to advances in data and technology. Media, including newer kinds of media that have emerged over the last few years, now plays a larger role in making ads successful. I will discuss this finding further in my next post.
“When we break down the results by the quality of the creative, we find that when the creative is weak, the sales lift is weak and comes primarily from the media side of the equation. That’s true for both TV and digital campaigns. This relationship is reversed when the creative is strong – incremental sales are higher and media has a much smaller contribution to sales.”
Nielsen and NCSolutions, The Five Keys to Advertising Effectiveness
In my opinion strong creative and choosing the right media platform (or channel) is the perfect balance you should aim for. How do I go about choosing the platform for the sales, impressions, ROAS lift I might need? Experienced performance marketers make sophisticated media buying decisions based on whatever goals they are trying to reach at the moment. In a future post I will delve into the factors I consider when choosing the platform for acquiring new customers.
