When creating your campaigns we recommend you A/B test by running at least 3-5 ad variations per campaign to find the best performing image and headline combination. Once live and a statistically significant amount of data has been delivered your campaign can be optimized to the best performing ad variants. Below are a few suggestions for creative best practice to A/B test:
Imagery
- PEOPLE
Imagery of people, followed by objects are highest performing on our marketplace. Ensure person or object is centered to avoid cropping.
- CORRELATION
Choose imagery that correlates to your ad copy and landing page for a cohesive user experience.
- RELEVANT IMAGERY
Relevant graphics and imagery of real people who look professional both work well.
- CREATE A CLEAR FOCUS
Imagery should have a clear focus of where you want to drive the users attention to. Try to avoid cluttered imagery.
- NO TEXT/LOGOS
Use images without text or logos as they can be hard to read and are subject to cropping. During cropping, text and logos may get cut off which would cause the imagery to display poorly.
Ad Text
- ASK A QUESTION
What question does your content answer?
Example: “Have You Saved Enough For Retirement?”
- CALL TO ACTION
When promoting a direct response offer, be sure to include a call to action.
Example: “Register Now” or “Download This Whitepaper”
- CORRELATION = CONVERSION
Choose headline copy that matches the landing page. This manages user expectations which often results in higher engagement and conversions.
- AROUSE CURIOSITY
Create a sense of urgency or exclusivity.
Example: “The #1 Stock That Should Be on Your Radar”
- PROVIDE OFFER DETAILS
If you have an offer, think about your value proposition to your target audience.
Example: “$200 Cash Back When Opening an Account Today”
- AUDIENCE CALL OUT
Call out the audience that you are trying to reach in your headline copy.
Example: “10 Things a CTO Should Know”
- EXPERT ADVICE
If you have a credible source, highlight their viewpoint in your headline copy.
Example: “What is Warren Buffett Buying Now?”
- CONTRIBUTE SOLUTIONS
Provide a solution to your target audience’s problem.
Example: “How to Find The Perfect Financial Advisor”