Attention, Eye-Catcher! How smart design can turn your creative ads into conversion magnets!

In today's fast-paced digital world, it's more important than ever for your ads to stand out from the crowd and capture the attention of your target audience. Smart design strategies play a crucial role in this. But how do you manage to stand out from the multitude of ads and create true conversion magnets?

In this blog post, we will show you how you can easily create your creatives through clever design and the right layout - and make your creative ads real eye-catchers. Discover the secrets behind successful ads and learn how to design your ads so that they not only attract attention but also boost your conversion rates.

The Design Process and Conceptualization

The core of performance design lies in the seamless connection between graphic design and performance marketing, with the primary goal of improving conversion rates. For the conception of an advertising campaign, it is crucial to first understand the needs of the users in detail. The questions that need to be answered are diverse: How do I address the target audience correctly? And how can we meet their needs and prompt them to take action?

The following points can help with this:

Addressing the target audience correctly:

• Selection of the target audience

• Definition of interests and needs

• Choice of product

• Conveying the message

• Choice of advertising format

• Appealing design

Inducing the desired action 

Motivation

• Appealing to interests

• Utilizing pain points

Technique

• Links

• Sound / Image / Subtitles

Trigger

• Colors / Effects

• CTAs

The technical implementation involves selecting the right format and setting the campaign parameters such as placements, audiences, and budgets. The visual design, on the other hand, deals with color schemes, the selection of appealing images or videos, and the formulation of the right text. The psychological component also plays a major role: it’s about setting emotional triggers that not only appeal to users but also resonate with them.

Video Ads: Best Practices

The attention span of users on platforms like TikTok and Instagram is very short these days. Video ads, therefore, need to captivate within the first few seconds. Here is a detailed overview of how to design an effective promotional video:

Video Structure Along the Arc of Suspense

Seconds 1-3: Capturing Attention

The first three seconds of an advertising video are crucial to capture the attention of the viewers. In this short time frame, the video must not only catch attention but also build suspense. This can be achieved through a provocative question or a visually striking scene that piques interest in the topic. The use of dynamic visual elements like color explosions or unexpected movements can help increase the curiosity of the viewers.

Seconds 4-6: Conveying the Core Message

Once interest is piqued, the core message of the video must be communicated clearly and succinctly. During these seconds, viewers should learn about the product or service being promoted. It is also the ideal moment to introduce the brand or company to avoid any uncertainty among viewers. The use of color and movement during this phase can create a slight provocation that keeps interest alive.

Seconds 7-11: Presenting Relevant Information

During this phase, important information should be presented. The use of expressive images or videos representing the advertised product or service is significant here. Techniques like quick cuts, split-screen views, or subtitles can be used to maintain suspense while effectively conveying relevant information.

Seconds 12-15: Clear Call-to-Action

The final seconds of the video are crucial for the call-to-action. It should be clearly and unambiguously communicated what viewers should do next. This could be a call to purchase, an invitation to participate in a survey, or a link for further reading. Visual reinforcements like text overlays or animated buttons can help underscore this message and increase the conversion rate.

 Example Video Structure: “Pain Points”

Problem Presentation and Amplification

Initially, the current state is presented in the advertising content by clearly defining and explaining a specific problem faced by the target audience. Example: Jewelry that is not waterproof and thus could be damaged upon contact with water. To increase urgency, the problem is portrayed more intensely, for instance by showing how the jewelry discolors the skin or damages clothing. This creates a greater awareness of the problem's extent and motivates viewers to seek a solution.

Presentation of the Desired State

Subsequently, the desired state is presented, showing the ideal situation or desired outcome. This could be illustrated with an example where a friend wears high-quality, waterproof jewelry. This representation offers a visual illustration of what is possible and presents a direct contrast to the problem-laden current state.

Problem Solution

The next step involves offering a solution to the problem. The product or service is presented, highlighting its specific benefits. It is shown how the product effectively solves the problem. For instance, a demonstration of waterproof jewelry in a vacation context could be made to illustrate how the jewelry maintains its quality and appearance even under extreme conditions.

Call-to-Action (CTA)

Finally, a clear call-to-action is formulated. This should encourage the purchase of the showcased product or prompt a specific action that boosts the conversion rate. A typical CTA could be: "Order Now!" This direct call aims to motivate customers to take immediate action, thereby achieving the desired conversion.

Checklist for Video Ads

Static Ads: Best Practices

For static ads, it is recommended to use high-contrast, brand-specific colors to immediately catch the viewer's eye. Text should be minimized and the message communicated clearly and concisely to avoid overwhelming visual overload and increase the click-through rate. Different formats should be used throughout the marketing funnel to promote specific actions, from awareness-building to customer retention.

Creative Formats Along the Customer Funnel

Throughout the customer funnel, there are various creative concepts that address the user at their respective step of the customer journey.

To target users at the “Top Funnel”, it is important to capture attention at all, as users have had no contact with the brand so far. For this, there is, for example, the option to use the concept of "us vs. them." This way, the brand’s unique selling points and special features are presented directly.

The next step addresses customers in the so-called “Mid Funnel”. Initial contact with the brand has already been made, but users have mostly not converted yet. It is therefore important to once again highlight the benefits of the brand or product and convey values with which the customer can identify. Advertising communication options here include "3 reasons why," or "Which type are you."

For the “Lower Funnel”, it is worthwhile to address the target group with like-minded voices - that is, either with testimonials, experts, or followers on social media channels. This builds trust among potential users or buyers.

In the last funnel step, the “Bottom Funnel”, the focus is primarily on addressing people who have already been in contact with the brand and have tested its products or services. The goal here is mainly to entice customers to return to the brand and be convinced once again by their products. One way to do this is by advertising with a discount code. It is also useful to use wording like "We miss you" to appeal to the emotional side of consumers.

Design Tips

When designing creatives, there are also some proven tips and tricks that can help you create engaging and effective ads. Colors play a crucial role in this. High-contrast colors can draw the viewer's eye and direct their gaze exactly where you want it: on your ad. This often happens subconsciously, as the user has to pause to see what catches their eye. Use this feature to highlight important information and capture the attention of users. A clear and concise message is also crucial for a successful ad. Reduce text to a minimum to quickly and clearly convey your message. Long text blocks often appear overwhelming, are not visually appealing, and are rarely read. A short and precise phrasing helps your ad stand out and be click-worthy.The use of brand colors is another effective way to strengthen brand awareness while creating a strong brand experience. By consistently using your branding elements, you ensure recognition and build trust with your users. Additionally, A/B tests are an excellent way to test the effectiveness of your ad creatives. Create different designs for the same product and see which design resonates better with your audience. These tests help you make data-driven decisions and continuously optimize your ads. An often overlooked, yet very important aspect is the use of whitespace, also known as “negative space”. Whitespace are the neutral areas surrounding the core of your image. There are two main reasons why you should use more whitespace in your creatives: Whitespace helps to focus the eye and directs users exactly where they should look. It draws attention to the essential elements of your ad. Furthermore, a generous use of whitespace makes your design appear cleaner and more sophisticated, which many users associate with professionalism and quality. By following these tips, you can design engaging and effective creatives that capture your target audience's attention and strengthen your brand image.

internetwarriors - Performance Agency Berlin

To design a successful performance campaign, a thorough understanding of the target audience, market conditions, and psychological triggers is required. The combination of technical precision and creative design enables the creation of campaigns that not only stand out but also achieve measurably successful results.

Do you want to fully exploit the potential of your ads? Then internetwarriors is the right place for you!

As an experienced performance ads agency with more than 20 years of expertise, we support you in running effective campaigns in performance marketing. From account creation to campaign optimization, we are by your side. Benefit from our experience and let's achieve your advertising goals together.

Contact us now and take advantage of our extensive range of services!