78% of consumers say brands should show how they can be helpful in everyday life.1

Here are some tips from Google to create effective, impactful advertising:

Real-Life Context

Show real people in real situations in your images and video. 64% of consumers said they took some sort of action after seeing an ad that they considered to be diverse or inclusive.3

Clear Call-to-Action

Clear Call-to-Action

Let people know exactly what you want them to do in your headline and descriptions. Make them compelling by giving them a reason to take the desired action. 

Clear Call-to-Action

Keep Mobile in Mind

More and more consumers are using their mobile devices to gain access to the web. Consider how your ad creative will display on smaller screens.  “Limit overlaid logos, text, or buttons on top of your images. If you use them, keep them to 20% of your image.”3

Clear Call-to-Action

Always be Testing!

Create great ad copy and images and then wait 2 – 3 weeks before you change it.  Give the algorithm a chance to work for you.  Keep an eye on Ad Strength to see how it is resonating with your target audience.

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1 Kantar, COVID-19 Barometer Global Report, Wave2, runs across 50 countries, n=9,815, fielded 27th-30th March 2020
2 Google/Ipsos, U.S., Inclusive Marketing Study, n of 2,987 U.S. consumers ages 13–54 who access the internet at least monthly, Aug. 2019
3 https://www.edelman.com/sites/g/files/aatuss191/files/2021-09/2021_EdelmanLinkedIn_B2B_ThoughtLeadershipImpact.pdf