Start with a strong concept
Know your audience
Designing for the right audience is an essential piece of building a successful online advertising campaign. Whether you segment your audience by geographic region, industry, job title, age, gender, etc., you should tailor your messaging and creative so that it speaks to that audience. Understand what words and imagery are relevant to them so that you can ensure your online ad is on point.
Have a strong call to action
A pretty ad means nothing without a strong call-to action. Users need to see your ad and immediately feel compelled to take action. And that's the whole point of advertising in the first place, right? To engage with potential customers. Your call to action needs to speak to your target audience, and should be something that benefits them and that they can find value in. They will then connect your company, product or service with that added value. Effective call to actions range from signing up for a free consultation, to receiving a special promotion for one of your products, or downloading your latest ebook.
Leverage your brand
Your brand is your biggest asset, so use it! Incorporate it into the design of your ad. You want users to be able to identify the ad as yours and immediately associate it with your brand. It's also important to remain consistent. Consistency will help build brand loyalty and won't confuse your customer about who you are. Your brand is your identity and your current or potential customers associate certain imagery, colors, styles with this identity. Leverage that and use your assets in your online ad creative.
Have a campaign map
Before launching your ad campaign, make sure you have a clear journey that you want the user to take once they see the ad. Does that mean they're taken to a landing page that has a contact form? Or perhaps it means that they're taken to a certain area of your site where they can chat with someone at your firm. Just have the plan mapped out before you go live. And if you do decide to have them land on a unique landing page, we recommend designing the page to complement the look and feel of the ads.