How to make an effective ad: We analyzed thousands of native ads and came up with a winning formula

by Tijana S.
Vreme čitanja: 7 minuta

You only need six minutes to read this text, credit yourself with that time. Give the audience an advertisement they won’t ignore, give them what they want, and win the market. You don’t know how to do that? You’ll know after six minutes when you read this article.

Statistics show that we see over 1,000 ads per day. It also says that on a sample of 5% only 0.035 ads are interacting every minute. After this article, you will also know how to be in that visible minority.

If you apply what we recommend to you below, it will no longer happen that the wrong people come to your ad, the right people at the wrong time or the right people at the right time – but you still failed to get their attention.

Introduction to a new form of ad

To compete equally in today’s marketplace, you need to have a marketing team that doesn’t know about fatigue, your creatives need to be incredibly engaged in the world of online campaigns. Here, we primarily mean native ads, a paid type of ad that fits with the structure and theme of the place where it is displayed (portal, blog, etc.).

When you have a native ad, you display it on advertising platforms for that purpose, and they offer a multitude of benefits. One of the best benefits is that even though you have just started doing business you can be equal competitors to the biggest names in your niche. For example, you sell sneakers that are part of a new brand and are just at the beginning of developing a business, naive advertising gives you the opportunity to equally exhibit goods in the market with big names, such as Adidas.

The advantage of a native ad is that you do not pay for the time of its display, but only if someone clicks on it. Also, with such ads, it is not noticed that they are advertisements, but on the contrary, they are educational, so the audience loves them. And one more thing, according to many, the best benefit of a native ad is that it does not depend on any algorithm.

Steps to create native ads

Roll up your sleeves and let’s go together to create a native ad that will help you get as many customers or users of your services as possible no matter what industry your business is in.

Creativity in action: a selection of illustrations

This is one of the most important steps in creating any type of advertising, even a native ad. You must carefully choose a photo that fits the content of the ad and the product itself.

When choosing an illustration, keep in mind a few features.

Make it real: Choose real photos instead of illustrations. Our data shows that photos bring higher clickthrough rates (CTR) by as much as 39%.

Remove color: Black-and-white photos have a 38% increase in CTR over color photos.

We see that this trend is changing from week to week. Notifying weekly trends will help you best identifying opportunities at the time you want to launch your campaign.

Humans love humans: Research shows that consumers are more attached to humans than objects – as much as 33% higher CTR than photos with objects.

Our data shows that photos without overlapping text on them bring 33% more clicks.

Ads with animals have a CTR increased by as much as 16% compared to native ads that do not have them.

Before you rush to buy black and white photos or women holding kittens for all your upcoming native campaigns, remember that the most important thing is to show the  true content you are promoting and your brand.

Here are some examples of campaigns that are going well:

How to write a great title

Headlines are a little harder to adapt to naive ads than photos. We’ve all heard of “safely” tried-and-tested steps to make a title that “kills.”  However, all you must have when writing titles is creativity.

You should avoid making titles like these:

  • Guide to improving your health
  • 15 ways to improve your health
  • How to improve your health, etc.

You must always keep in mind that creative fatigue does not only happen with photos, but also when composing good text, even headlines. The average consumer is tired of such headlines and ignores them.

To help you create a good headline, we’ve identified keywords and phrases that are currently appealing to consumers.

The key words that almost every eye notices are “she”, “look” and “photos”. Using these keywords leads to a higher CTR.

When thinking about writing a title, try to include some of these words for better effect. For example:

  • She won this year’s “Entrepreneurs” award – here’s why
  • This is what a healthy diet looks like day by day
  • These photos of old cars are incredibly rare

On the other hand, there are some keywords to avoid. These are “insurance”, “game” and “check”. These keywords are closely related to lower CTRs.

If the keywords listed are relevant to you, try finding synonyms to increase your CTR.

Different industries, different campaigns – Here’s what’s best for everyone

Just like the taste of wine, a thumbprint and a good first date, your brand is unique, and the audience of each industry has its own personality and unique trends. What applies to the automotive industry may not work for the fashion industry.

Reviewing the campaigns for finance, education, travel, the automotive industry, fashion and beauty, we came to some conclusions that we will convey to you immediately.

Finance

Most native ads related to the financial industry have a better effect if they use photos taken from a distance. Increases CTR by as much as 11%.

The main keywords for advertisements in the financial industry are “day,” drivers” and “rule.” Take advantage of that when creating an ad.

Here are the best ads from the financial sector:

Education

Most native ads have more clicks when they have a photo of fun outdoor activities. However, education is different. Namely, 20% higher CTR education ads get for indoor photos.

Also, their keywords are different. Consumers in education click on headlines that include “result”, “here” and “speak”.

Here are some examples:

Travel

In this sector, be sure to use color photos instead of black and white. You can achieve a 77% higher CTR.

Those who like to travel click on titles that include keywords such as “never”, “dangerous” and “places”.

Auto industry

While most other ads work better when they show people in a photo, the automotive industry is different. Statistics show that images without people achieve a 37% higher CTR.

Their main keywords include things like “classic”, “amazing” and “quiz”. Here are some examples:

Fashion

Global marketing statistics show that photography showing women only increases CTR by 9%, but our data shows that the fashion industry is achieving 75% growth in CTR when women are on photography.

Words such as “dresses” “clothing” and “throw” encourage clicks on fashion content. Here are a few examples:

Beauty

Just like travel, the exception that allows beauty sellers to maximize their CTR is to use color photos – actually increasing their CTR by 113%.

In titles, words such as “hairstyle”, “shapes” and “look” give more clicks in the beauty industry. Here are some examples of campaigns:

A / B test

Going back to the beginning of this post, we mentioned that best practices won’t always work for everyone – but these are great steps to immerse yourself in testing your own audience.

There is nothing better than tracking and measuring the performance of your own native ads.

Once you have the system in place, you can continually re-edit and refine your campaigns until you achieve – and exceed – your campaign goals.

With this strategy, you can compare two different variations of native ads: such as an image or title. Pay attention to the version A to a random 50% of your audience, and to version B to the other 50%, and analyze the data to find out what the winning ad combination is.

We look forward to the success of each of our advertisers

When it comes to digital advertising in today’s competitive environment, there is no time – or budget – to play speculation. That’s why we decided to share with you this data of the analysis we did. It is the actual situation, how it will be in the future, we do not know, but now the audience loves what we have listed.

Start your native campaign by clicking the HERE button. If you have a question or something is not clear to you, there is chat support in the lower right corner of the website.

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