The issue of creative quality will always be relevant, as 40-50% of the success of an ad depends on the effectiveness of the creative, and sometimes even more.
Here you will find information about bad creatives, “good creatives” and effective creatives.
With the first one, it is clear that if the creative is not made with high quality from a visual point of view, there is no text at all, or there is too much of it and it does not attract attention in general, then such a creative will most likely not work effectively.
In the first case, there was no call to action and the product was not disclosed.
In the second case, there was an attempt to target the target audience of gamers, using a stock photo and not the most successful one. The face is not visible and it is difficult to compare the product with this portrait, and the style of the product does not match the overall image.
The brand’s creatives for joints do not contain a СTA, there are a lot of small details and an unclear background.
Creative #2 There is an offer, but it does not focus on the product. The user may not understand what exactly is being sold. The emphasis was supposed to be on the jumper, but it also turned out to be cropped.
But there are situations when the creative looks good, contains a product, a call to action, but still does not work effectively. What could be the matter here?
The fact is that any creative must have a certain structure and follow certain rules. If we’re talking about static creatives, they should focus on the product itself or on key features. There should be little text, and the main task of such creatives is to attract attention. It must contain a clear call to action. The creative should be moderately designed, but it should not overlap the key accents and features of the product, but only emphasize and complement them.
Here are a couple of examples:
Visually, the creatives look good, we show the product how it looks or how it is used, there is a special offer and calls to action. However, these creatives are not effective.
And there are several reasons for this:
In these creatives, design has taken precedence over effectiveness, i.e. they are beautifully designed, but it is not clear what the product’s feature is, or any key benefits or advantages of the product are not shown.
In both cases, there are too many elements added, which can distract from the main goal – to go to the site and make a purchase.
In the first creative, the call to action does not stand out and is placed in the corner. It combines 2 styles at once: object photography and product images on a person. However, there is not much space on static creatives to convey the main message, so you need to prioritize correctly, and it is better to test the two approaches separately.
The second creative also has a lot of unnecessary elements, but in this case, they are also too small. There is a lot of text, but it also does not convey the key features of why this product is worth buying, if not buying, then at least going to the site and getting familiar with the products.
Let’s check out the effective creatives and what goes into them
Creative #1. It’s an object shot, but the T-shirt is a little wrinkled, which emphasizes the reality of the product, it was not just designed and used in the creative.
The background is perfectly matched to the product, conveying the atmosphere. There is not much text, there is a clear call to action + a special offer (from $25).
Creative #2
There is more text, but the comparison format is chosen here (what will happen if you use and do not use this product). Of course, the disadvantages are exaggerated, but this is what attracts attention, the main thing is that Facebook should allowed such creative.
Creative #1 shows the product’s application and benefits at a glance. This creative was a winner for quite a long period of time, and brought in a total of 5k pounds of revenue for Rhubarb, given that the average check is only 19 pounds.
Creative #2, although it does not look as impressive in terms of design (use of default emojis, regular CTA), but it conveys the key advantages of the product and service and generally shows how the already installed patch looks like.
Therefore, in order for the creative to not only look good but also be effective, it is necessary to maintain structure and consistency.
It is worth choosing the format of the creative in advance, for which target audience it is intended, and what main pains and issues it will raise.
In conclusion, when creating creatives, you should follow certain rules, test both static creatives and video creatives, but in each case, different variants of creatives can show themselves in different ways. There are many influencing factors ranging from the product to the target audience. Therefore, it is worth creating, testing and then scaling.