The Key Features of an Effective Advertisement 

Every advertiser believes that good ads increase customers and sales. It is not always the case that an ad will result in direct sales, at least not immediately, and it is good to stop and think about the characteristics of a good advertisement.

With digital advertising, you get more awareness and more sales through continuous development, but you may also be undermining your company’s brand with the wrong message. 

For example, constantly targeting the wrong audience with a product they are not interested in and cannot afford can backfire on your brand. So always think carefully about what could be the characteristics of a good advertisement for your company.

How would you describe a good advertisement, or an effective advertisement?

An effective advertisement will stick in your mind, and maybe you remember some of them yourself? Maybe a Gigantic ad? Maybe a car ad? What do you think of Nike’s ad? 

If nothing comes to mind, the internet is full of analyses of successful ads from around the world. Of course, the characteristics of a good ad are slightly different for an ad with a budget of millions, but perhaps there are lessons to be learned from the ads we do remember. 

On average, we see more than 50 ads a day. It is tough to stand out from the crowd unless the ad is either really distinctive and inventive or really well targeted and well designed in terms of its basic features. We recommend a well-targeted and well-constructed ad. 

You can build a good ad on several factors, so rather than striving for perfection, it is much easier to focus on the targeting and basic structure of the ad to ensure that your ad will positively capture the customer’s attention. 

Your ad doesn’t have to be mind-blowing - good targeting and the proper structure are all you need for effective advertising.

Advertising characteristics that target the right audience

For targeting, it’s a good idea to think about your company’s target group and customer segment and then use these characteristics to carry out the targeting. Every business knows its customer, and marketers can use these same characteristics for digital advertising targeting.

Four steps of a good advertisement.

Advertisers can use the following four primary steps for almost all digital advertising to create an effective advertisement.

1. USE THE HEADLINE TO CATCH THE CUSTOMER’S ATTENTION

A significant benefit for the customer is usually the best way to attract attention because the customer is only interested in the benefits they receive

2. CHOOSE AN ATTRACTIVE AND CLEAR IMAGE

A picture is worth a thousand words, and many customers even ignore headlines and just browse through images on Facebook, for example.

3. A SHORT AND SELLING AD TEXT IN ADDITION TO THE HEADLINE

Succinctly communicate your message to the customer, explaining the customer’s benefits and why your company’s product or service is right for them.

4. ALWAYS REMEMBER TO INCLUDE A CALL TO ACTION (CTA) AT THE END OF YOUR AD

Without a direct prompt, the customer simply won’t remember to contact your company even if it’s time, and this has been proven in hundreds of A/B tests conducted by the Kubla team.

Characteristics of a good ad headline

The headline needs to grab attention before the image. So think carefully about what would be a good headline for your ad that is sure to grab your customer’s attention and pique their interest. In the end, an interested customer will probably read your ad all the way through if they are the right target group. Without a good, attention-grabbing headline, it’s hard to get a customer to read your ad or listen to your message.

A good headline should have the following characteristics:

1. STRAIGHT TO THE POINT

• This tells you directly what it is about, for example, “Clearance sale -70%”.

2. ATTENTION-GRABBERS

• It does not tell the whole story but draws attention effectively “It’s just stupid to pay too much.”

3. HOW-TO HEADLINES

• The title will catch the customer’s attention, and they can already conclude that you are giving them interesting information. If, for example, the customer searches Google for “roof renovation,” you should say in the heading “How to tender for a roof renovation.”

4. MANUALS

• You can publish a manual or similar pdf file on your site that anyone can download. The title of your site can entice the customer to subscribe to your e-mail for the manual for which they initially sought information.

5. GENERAL LISTS

• For example, in the headline, state your content as “10 most important changes in social advertising in 2020”.

6. QUESTIONS

• You can also use a question to summarise what you are saying, such as “Did you know that hybrid cars are risky?”

How do you get your ads to have good ad features?

The characteristics of a good ad are clear to the expert who makes effective advertisements daily, and this should be the case after thousands of ads have been generated. 

If you are making ads for the first time, or if you only make ads occasionally without a consistent routine, then making an ad can take time, and, worse still, you can lose money on an ad that doesn’t work. 

Feel free to ask for more information if you want to get ahead quickly! A good ad otherwise is tricky to come by!

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