Creating eye-catching, ready-to-read content for your native ad campaigns can be tricky business… How much text? What kind of image? Who is this for? Check out these common mistakes and what to avoid when creating your next native ad campaign.. and watch those CTRs soar!
1. DON’T Include an Even Number in the Headline
We broke the first one! Notice something un-catchy about the headline to this piece? It featured an EVEN number. When using numbers in a headline, odd numbers tend to perform better than even. Consider using 3, 7, or 9, as these had the strongest median CTRs. Numbers also perform better when shown as a numeral, rather than spelled out. In general, numbers and lists perform well!
2. DON’T Write Long Headlines
Wordy headlines are distracting and overwhelming. Let the image speak for itself and remember that a reader will be less likely to read all the way through a long headline. Plus, why would they click on something when there’s already too much information in the title? Leave them wanting more. Short and sweet is the key here! We recommend 60 characters for the title and 150 characters for the description (but again, less is more). And remember, the headline should always be shorter than the description!
3. DON’T Forget Headline Case for the Title
Did you know this was a title? What About This? Headline case immediately communicates importance and draws the eye to the content.
4. DON’T Choose Generic Images
Choose an image that hits an emotional chord with the consumer such as people (especially children) and/or animals. Generic images of a product or landscapes are neither eye-catching nor personal.
The title is written in Headline Case and is short, sweet, and representative of the content. The puppy within the image hits an emotional chord.
5. DON’T Over-Sensationalize
Nothing builds distrust with a reader faster than “click-bait” or misleading text. The title and description should be a true indication and representation of the content and product.
6. DON’T Cover the Image with Text
This includes branding, logos, titles…any text at all. Images covered with text are busy, look like banner ads and, most importantly, don’t feel native. Again, let the image speak for itself. Readers are discerning – they don’t want to feel inundated with obnoxious advertisements.
This is specific to those who workout or are looking to start a new workout routine with a sense of inclusivity (i.e. not geared only to hardcore gym-goers). The image features individuals in mid-action.
[b]+studio is Bidtellect’s award-winning, in-house creative services team that creates eye-catching content with a data-driven approach and a deep understanding of best-performing images and copy.
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