What Makes an Ad Stand Out – Good Text, Display, or Video?

As a business owner, it is important to understand the basics of what goes into a good advertisement.

All brands need promotion and the correct kind of promotion is key. In order to expand your business, it’s essential to have an effective advertising campaign. When done incorrectly, money is wasted on ineffective or poor ads. Our goal is to save money with ads and, in turn, make them more money with new clients or customers.

At 219 Group, when clients ask us “What makes a good ad?” – there is no easy answer, as it is largely based on each client. However, we will do our best to answer this in general terms.

GENERAL OVERVIEW OF ADS

It is important to understand what makes a good ad and what does not.

Good ads:

• Call to action / tell the prospective customer to do something.
• Engage customers based on where they are in the customer journey.
• Regardless of channel, it seamlessly translates brand identity.

Bad ads:

• Do not follow the rules and get disapproved.
• No call to action / do not ask the customer to do anything.

TEXT ADS

In 2021, Google confirmed Responsive Search Ads (RSAs) are the default in new ad accounts. What this means is that strategies need to fit both formats to include the expanded text ads.

RSAs are made up of:

• Minimum of three headlines (30 character limit each), maximum of 15.
• Two descriptions (90 character limit each), maximum of four.
• One path set (two 15-character addendums to your root domain)
• Optional tracking templates.

As only the first two headlines are guaranteed to show in a text ad, it is imperative that you pin the calls-to-action in either headline one or two.

In text ads it is important to make sure each headline can stand on its own while being related to the others.

DISPLAY ADS

Display advertising is defined as a mode of online advertising where marketers use visual ads to advertise their products on websites, apps, or social media. It has been mistaken that display is only useful for remarketing; but display ads are good for various parts of the consumer’s journey. Display ads can create and build brand awareness.

The steps for display ads include creative for all the potential spots, or sacrificing some creative polish to use responsive display ads.
If you choose to opt for a responsive display ad (RDA), you are sacrificing some level of brand control in exchange for reach. These ads will open all possible placements to you.

Display and Responsive display ads require:

• At least three images or videos, including a logo (can have up to 15 assets)
• One long headline
• At least one regular headline
• At least one description
• Business name
• Final URL

Display ads have their own downfalls but tend to outperform traditional ads simply because they stand out. They allow more creative either from your website or social or stock images if you prefer.

Display ad tips:

• If using video, make sure it is no longer than 15 seconds.
• While RDAs will have a CTA button, regular display does not therefore, make sure to build a call to action button into your ad.

VIDEO ADS

Video advertising is the process of displaying ads either inside online video content. This is typically before, during or after a video stream, known as pre-roll, mid-roll and post-roll or as standalone ads.

How video ads work on Youtube:

• Bumper: 6-second spots serving before or after the main video.
• In-stream non-skippable: 15-second spots that serve before/during/after the main video.
• In-stream skippable: 30+ second spots serving before/during/after the main video that can be skipped after five seconds.
• Outstream: Video spots serving in spots other than main YouTube.

Video ad composition:

• Video: If you selected a time-specific format, you’ll receive a warning if your video is incompatible
• CTA: 10 characters (“Learn more” is always a good option)
• Headline: 15 characters to position your CTA
• Final URL: Where your clickable element will lead
• Display URL: What the user sees (root domain is the best choice)

The most important thing to remember about YouTube is understanding what you want your audience to do. If your goal is to drive them to a landing page or website, you need to make sure they watch long enough to see the website. If the goal is sales, then do not waste time on the bumper ad for awareness and put your call to action for a sale.

WHICH AD TYPE IS BEST

To decide which ad type is best is to look at the client and goals. A great ad is the result of many things – the right target audience, the right creative and using the channel correctly.

DIGITAL MARKETING YOU CAN TRUST

At 219 Group, we do a lot of things well. Websites, landing pages, banners, newsletters, social media, mobile marketing, search engine optimization, email and paid search campaigns are the best ways to engage with customers in an increasingly digital, mobile and personalized world. We have assembled a team of professionals to create complete digital strategies and tactics that leverage all available forms of digital media at different levels of the marketing funnel.

Contact us today to see how we can work together. Give us a call at 910.483.4749.