Creative Best Practices

A clear creative sets expectations and inspires action. Below are our most important considerations when evaluating your creative, ensuring both the design and copy are clear!
 
Use strong colors
Colors can both establish brand and influence behavior. Make every color choice informed and deliberate
 
Remember that less is more
It’s always better to test a lot of simple creatives than one creative with everything on it
 
Always be branding
Keep your logo visible and complementary to the overall design
 
Keep messaging simple
Keep it short and to the point. It needs to capture attention, demonstrate value and set expectations
 
Ensure it can be read on all devices
According to eMarketer,23.3% of our time spent consuming media is mobile, so make sure your copy is able to be read on any device it might be seen
 
Include a call-to-action
Let the person know exactly what they are clicking on the ad to do, so that when they arrive at the landing page, they are ready to do it
 

What you need to know:
A small change can make a big difference. Wayfair is one of the world’s largest online destinations for the home with more than seven million products from over 7,000 suppliers that include furniture, home furnishings, décor and goods.

Case Study

Wayfair had a very nice creative that followed many of the best practices outlined above and performed well, but sampled a lot of different items. By simplifying, adding a stronger color and featuring one item, they were able to increase their click-through rate by 56% month-over-month.

 
Next: Check out our Landing Page best practices here
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