Rules for creating high CTR ads

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The more clicks on the ad (that is, the higher the CTR), the more potential customers go to the site. Consequently, the CTR-item advertising material, the higher the chances of getting more clicks. Recall that ad CTR is calculated by the following formula:

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Knowing the CTR or click through rate, you can objectively assess the effectiveness of a particular ad and the advertising campaign as a whole.

How to create an ad with a high CTR?

As a rule, the value of the click ability index is relatively low - about 0.1-2%. However, there are several effective ways by which you can significantly increase the CTR.

1. Precise targeting + relevant image

Analysis of the target audience is the first item in the creation of any promotional material. Before you start creating images and text, examine as much information as you can about potential buyers: who are they? what is their age? floor? place of residence? What are they interested in, addicted, etc.? Using the information received, it will be much easier for you to create a clickable banner or a teaser.

For example, if an online perfume store is advertised, then this is a picture of a bottle of perfume and a text that sells it. Materials created in this way will have a relatively low CTR (not more than 1), but the ratio of the number of clicks to the number of conversions (ratio) will also be small due to the maximum hit in the target audience.

But what kind of image will bring you more conversions, it needs to be tested. For example, here are two teasers with the same text, but with different images. The one on the left had 2 times less conversions than the one on the right:

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2. Animation and interactive elements

You can create a CTR-teaser teaser or banner by adding animation or interactive elements. Here are examples of such banners:

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3. Clinging picture

Ads with eye-catching images get more clicks and conversions than commonplace, "jaded" pictures. For slimmer, cosmetic creams, masks and similar offers, good results are shown by “before and after” images:

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4. Brightness, contrast

Bright colors and contrasting images immediately catch the eye, which contributes to an increase in clickability. Here is an example of such a banner:

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5. Limitations

The timeframes fuel interest in the promotional offer, contributing to higher CTR. Examples: a promotion that is valid until a certain date, a sale that will end one of these days, a limited amount of goods in a warehouse, etc.

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6. Discounts

The desire to save is one of the factors that motivates a person to buy. Use it to increase the click ability of advertising materials!

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7. Intriguing headline + selling text

The next thing the user pays attention to after the catchy image is the headline and ad text. In the promotional material, the picture is responsible for attracting attention, and the title and text is for interest in the product and sales. Here are some examples: “Losing weight for the lazy! We need only ... "," Urgent weight loss ... -24 kg per month! "," Legendary .... Elegant watches, which every man dreams of! "," Minus 10 years per week. "

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REMEMBER! The textual component should be relevant to the image, correctly composed, simple and understandable to users (avoid specific words).

Compliance of promotional material with laying and landing

If you create the pad yourself, then keep in mind that the text on it is just as important as the text on the ad. After reading it, a person must 100% want to make an order. Therefore, banal stories like “bought a mask and the wrinkles on the face immediately smoothed out” will not work. We need an interesting, shocking (in the good sense of the word) story, best of all on behalf of a famous person, with examples and photographs.

But at the very landing of the text should be at a minimum. The man has already read the announcement, has familiarized himself with the contents of the gasket, only the last step remains - to push him to place an order.

In more detail about the creation of pads and landings we will tell in the near future in one of our articles.

Conclusion

With experience, the arbitrators produce some kind of flair for materials: for which offer, which picture to choose, what to write, what formats will it be better to convert, etc. However, it is impossible to predict 100% of the effectiveness of this or that material. Once again, in arbitration, you need to test everything! Sometimes even the most stupid ideas are fired, and well-thought-out details do not bring conversions.

Even if you find a profitable bundle, it will not bring you profit forever, and will “die” over time. Therefore, the work of the arbitrator is a constant search for new bundles, analysis and optimization of advertising campaigns. It is good to convert from the created 10 banners can only one — then you need to improve the old, create new materials, analyze the results again and so on in a circle.

High CTR materials and high conversion!