MoneyOnComputer

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Why 5,000? That's the number of ads the average digital user is exposed to every day . The number is high, but the average user barely notices a handful of ads. I'm sure you can't name five advertisers whose ads you've seen today right now. Well, unless you work in marketing and it's your job to see and remember them. But of course, "marketers" are not a good or representative target group. With ads, you usually address the average user, who can of course be in the role of an end user or as a representative of a company. However, as our long-time client says: B2B or B2C communication does not exist, there is only H2H (human to human) communication . And I couldn't agree more.

Individual people can perceive different numbers of ads, which is of course completely logical. But to make things even more complicated, many users have also developed “banner blindness . ” So how do you overcome all 5,000 ads you compete with every day and convince the user to pay attention to you?

1. Seven is a fairy tale number that also works in marketing
Many studies say that a user needs to see an ad at least seven times to remember it. However, there is no consensus on whether it has to be the same ad or whether these can be variations of the same ad. Google also agrees and recommends seven ad impressions for ukraine telegram data optimal results . I would add that it all depends on the ad itself – its purpose, the user's step in the purchasing process, the text in the ad, images, call-to-action, colors, and many other factors that are sometimes even difficult to articulate. Usually, seven impressions are needed for the user to understand the ad and decide whether they are interested in the message or not. In remarketing (re-addressing the user after they have already been to your website), the number of impressions required is slightly lower, since it is a well-known company, product, and message.

2. KISS
Keep it simple, stupid. Don't create flashy creatives with hidden meanings and complicated and long texts. People won't notice it. What's more, they will even ignore the ad because the message is not immediately clear. Advertisers often come up with campaigns that are shrouded in mystery, or create ads that are actually just teasers because they don't want to immediately reveal the advertiser and their message. Such campaigns sound interesting and often attract a lot of attention, but you have to ask yourself whether they attract the target audience.

3. A noticeable CTA (call-to-action button) or yellow button story
I know, the entire image ad is “clickable.” The vast majority of users on digital channels know this, but ads that have a virtual call-to-action button actually always perform better than those without a button. I believe that many ads look better without a button, but in performance marketing, creative is subordinate to results.

What about the story of the yellow button? In one of the lectures, we talked about a case where a company tested different button colors and it turned out that the yellow button worked by far the best. One of the participants changed all the buttons on his website to yellow after the event, even though this color was not at all consistent with the graphic image of his website.

Don't do this to yourself! Yellow may work better than other colors, but you can't say that without testing. As a general rule, buttons that stand out visually due to complementary colors and clear text/message will perform best on both your website and your image ads.

4. Retarget users who already know you
Attracting new users is always a big expense. Focus on users who know you or have already visited you, and pay more attention to them, with new messages and modified ads. Research shows that acquiring a new user on your site is approximately 5 to 7 times more expensive than re-acquiring a user who has already visited you. Don't misunderstand this and don't just appeal to those regular 200 users. You also need to acquire new ones, otherwise your sales volume will never increase enough. However, you need to carefully allocate resources according to purposes and target groups, and monitor relevant metrics for each purpose.

5. Not everything is for everyone – segment and target!
Really! We can't reach five different audiences with one set of image ads. If a user knows you but sees a message in the ad that doesn't apply to them, for example, because this user is not a 20-year-old college student, then we've missed the mark. Ideally, we'd test multiple ads for each audience . Since there's usually not enough money to test everything, we decide to run a few tests on at least one audience. If you test one set of assumptions for each campaign, you'll gain valuable insights over a few campaigns that will help you create significantly better ads for your target audience.

6. Less is more
Image ads should not contain too much text. There should be some text, as users usually want to know what they get by clicking on this ad, but don't make it too long, because users will never read text that is too long. They probably won't even see the ad. Also, don't write "sticky" texts that promise more than they deliver. You will catch the user once, but probably the last time.

The number of advertisers competing for the attention of the same people as you is growing every day. But so are the channels where you can advertise. Both of these things are likely leading to increased ad blindness and the widespread installation of ad-blocking software. In 2017, 11% of Internet users had ad blocking enabled , but don’t let that scare you. Focus on the things you can control – the ads themselves.