What Makes A Good Ad?

In a crowded online landscape, advertisers have to make an impact quickly, sincerely, and often by coming up with something new.

What makes a good ad? Especially in a crowded online landscape, advertisers have to make an impact quickly, sincerely, and often by coming up with something new. Let’s take a look at four characteristics that make online advertising effective.

1) It Appeals to Emotion

Why is your mission so vitally important? Emotional advertising drives awareness and connection, targeting people's basic emotions. Storytelling is perfect for establishing an emotional bond with your audience.

  • Happiness - Brands that utilize cheerful people with friends and family are aiming to make customers happy. When you leave that cheerful feeling in a person’s mind, they are more likely to remember it and associate it with your organization. Joyful advertising attracts consumers. 
  • Sadness - Ads aren't always positive. Many adverts have emotional material that makes people cry. These commercials aren't meant to be melancholy. Instead, they want to inspire and motivate people to take action.
  • Surprise - Advertisers who employ surprise or a shock factor are helping customers make educated judgments. Shock and surprise catch people’s attention, and inspire them to make intentional decisions. In addition, astonishment and joy stick in peoples’ minds and will remind people of the brand.
  • Anger - Anger is rarely employed in emotional advertising, but it works. Advertisers can make a statement by showing uncomfortable or inappropriate events. Negative pictures and stories can change customers' purchase behavior.


2) It’s Targeted

Make sure that you’re targeting ads toward the right individuals; this is going to include people who know your brand and those that are seeing your content for the first time. Ad campaigns with a relatively low spend can yield significant results as long as they’re targeted effectively. Targeting should be constantly analyzed and refined, it is NOT something that you ‘set and forget’.

3) It’s Creative

You need to get creative to persuade the public to take an interest in your organization. Engage your audience with diverse content, including powerful visuals, audio, and interactive content. Don’t be afraid to add humor to your messaging to grab attention, even if you’re tackling serious issues. You can even create a unique hashtag that succinctly communicates your message and invites people to engage with and share your content.

4) It Has A Next Step

It‘s important that your ad has some sort of call to action, or CTA. If you want to know if your ad is effective, you’re going to need to track how people interact with it. Beyond that, it needs to be very obvious what you want them to do next, so think about your goals and write CTAs that speak to those goals. And once they click or do what you’ve asked them to do, make sure the next step is just as easy.

February 13, 2023

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