The biggest measure of an ad’s creative success we use is click-through rate (CTR). This measures whether the audience has engaged enough with an advert to follow through to a landing page or data capture form. This varies from industry to industry but usually averages around 1%. In the Creative Team, we’re always striving to push this number higher and higher with new concepts.
To help boost this we utilise great design, engaging ad copy and clear calls to action (CTAs) displayed on the advert. We are always striving to optimise ads with A/B testing and trying out fresh concepts. Motion and video are becoming evermore important with advertising, especially when using Meta platforms to advertise. At Embryo, we take ad performance and conversion very seriously and it forms an important part of our conversion rate optimisation (CTR) strategy.
To learn more about that strategy feel free to get in touch with our team after you’ve read this blog by phone at 0161 327 2635 or email [email protected].
7 Elements of Successful Health and Wellbeing Ads
1. Being clear and confident
What makes an ad perform best is putting some thought behind it. Have an idea of your target audience. Make sure it carries your brand across strongly and confidently. Think to yourself, would I click this ad; do I understand what it’s trying to sell me?
A brand that is super confident with its brand is Headspace. Their use of a consistent, playful illustration style mixed with bright bold colours makes it stand out on users’ feeds. Headspace is a brand with deep-rooted brand foundations, allowing it to build easily upon them.
2. Studying your market
Look at your competitors, you should know who they are. What do you like about them, what do you think they’re doing well? If you like your competitor’s ad, you can bet their customers do too. But don’t just focus on the positive. What are your competitors doing wrong, which gaps in their marketing can you fill? To beat your competitors you have to be competitive.
Something I often do is consciously scroll through my feed. Why did I stop at that post? What made me watch the whole video? It’s not always clear because there is so much psychology behind it, but even picking up on the smallest detail and using it in your ads can help benefit your CTR.
Don’t just focus on your market sector either. Seek inspiration from all the ads that are fed to you, all the experiences you interact with and all the websites you buy from. There’s inspiration to be found everywhere.
3. Adding Elements of Video and Motion
Video is very quickly becoming the most engaged content across most platforms thanks to the rise in short-form video content. Video ads are no exception to this, showing huge engagement and CTRs across all platforms, especially when compared to statics for static ads.
You don’t have to just stick to video either. Motion design is becoming a huge part of how users interact with design. Bringing attention to certain words or even making a button pulse can help a user engage with your content much more than the static version. Movement doesn’t have to be fancy, it just needs to be there.
4. Great Content
Choosing the right words for your ad copy is possibly one of the trickiest things you’ll have to create for your ad. Creating catchy headlines and slogans can be time-consuming but it’s worth it. A sentence that reverberates with the audience is priceless when it comes to ad design.
When it comes to health and well-being ads, you want to focus on key areas that will appeal to your customers. Use your USPs and set yourself apart from the competition. Short and snappy words speak louder than long, keyword-rich sentences.
5. Creating a ‘Thumb-Stop’ Moment
Creating a thumb-stop moment is a key part of making an engaging ad. Your audience is scrolling through their feed at such a rate that most content (and ads) are merely glanced at. This is where video or motion design is becoming key for ad design. Creating an instantly engaging motion at the start of the post can immediately lock the user into watching the rest of the post and engaging with the entire content.
For health and well-being, you’ll want to focus on lifestyle imagery to create your thumb-stop moment. Showing your target audience their ideal lifestyle. For excellent lifestyle adverts, BetterHelp is an excellent example. Showing honest testimonials from their customers talking about how much better their health and wellbeing are after using the app.
Give your work a big smooch, K.I.S.S is my favourite acronym. Meaning Keep It Simple Stupid, this is always at the back of my mind when designing; images or videos. Simplicity sells, you should never bombard your audience with messaging or too much visual stimulus. Keep it simple, less is more.
7. Using an Influencer
Never underestimate the trust that an established influencer can bring to your brand. With someone informing a loyal audience of your product/service, you’ve immediately got over your first hurdle, trust. Trust is hugely important when it comes to purchasing online, it’s why reviews and Trustpilot scores are so important. An influencer can immediately bring you into someone’s headspace of a good quality brand.
For Great Ads That Convert, Contact Embryo!
As you can see, there are so many factors that have an impact on your ad performance. My main advice would be to always analyse your creative like you’re the first person who’s seen your brand. Does it make sense, is it engaging, would you watch it to the end?
Don’t be afraid to try new concepts and freshen up your ads. If you’ve seen something you like, try it. If something works, keep it. Don’t be precious to your concepts. Ads are meant to be explored and trialled. If you think of the biggest companies in the world, they play around with creative concepts all the time. As long as your brand is always rooted in the creative, you’re fine to play around.