Now that your holiday calendar is organized and you’re ready to implement the marketing plan, the next step in the process is to effectively advertise what you’re planning on selling. With some stiff competition this holiday season comes a great opportunity for your brand to shine. In fact, holiday return on ad spend (ROAS) skyrocketed to 113% last year. Most importantly, designing creative that promotes your brand effectively will set you apart from the rest.
A strong ad is not just important during the holidays, it’s a necessity. Engagement rates also saw a huge lift last year with desktop click-through-rates increasing by 104% and mobile up 11% across the board during November and December. Creating a compelling advertisement is a key step in driving revenue for your brand during the holiday season.
Here are 6 creative best practices for your holiday ads.
1. USE A STRONG PRODUCT IMAGE
Products, products, and more products! If there is one rule to follow when designing your holiday ads this year, focus heavily on strong product images. Since customers have a general idea of what they’d like to buy, your job is to show them that you sell the product they’re looking for!
2. ADD A PROMOTION
Black Friday, Cyber Monday, and the general holiday spending period are all about offering promotions that grab browser’s attention and entice purchasing. Promotions improve conversion rates, plain and simple. If you are promoting a specific product, include promotional messaging like a discount or free shipping will typically result in a higher click-through rate (CTR) and conversion rate.
3. HAVE A CLEAR CALL-TO-ACTION (CTA)
CTA’s are what promote clicks. Every ad should have a clear CTA. Keep the CTA short and sweet and be direct, for example “Shop Now”, “Buy Now”, “Sign Up”, or “Learn More.”
CTA’s are typically in the form of a button. This helps the CTA standout from the background color. If you choose not to use a button format, make the CTA a different color to help direct the eye of your audience.
4. ADD YOUR COMPANY LOGO
Branding consistency is key. With so many brands advertising during the holidays and brands all fighting for a piece of the $6 billion pie during the Black Friday weekend, it’s important that customers remember you. A strong brand logo will help with brand continuity. Your logo will typically go in the top third of your ad depending on the composition of your image and placement of your copy.
5. ADD A STRONG HEADLINE
Even though the image is the focus of your ad, don't forget about the headline. Your headline reinforces the image and can shape your audience's perspective about the contents. For product specific ads, include product keywords to tell your audience what you're promoting.
6. INSTILL A SENSE OF URGENCY
The holidays come and go fast and the big spending period is only 3 days in length. By example, if you see an ad online for a sale that ends in 24 hours and one that has no end date, what ad are you more likely to click on? Human nature says you're more likely to click through to the offering that ends in 24 hours. When possible, include messaging that provokes a sense of urgency. Test different messaging like "Sale Ends Today," "Limited Time," "While Supplies Last," to see what performs best.
With these 6 creative best practices for your holiday ads, you’ll surely be putting your best foot forward online this year! One last note: remember that mobile browsing and buying is increasingly significant and we’re likely to see more than 15% of all purchases this holiday season coming from mobile sales. With that, make sure your ad design is optimized for mobile as well.
Any other tips? Feel free to comment below!