02/05/2021
We all think that Social media is spying on us because it shows us different ads at a particular time when we are interested in a specific thing. How do they know it? Microphones? Not at all. You should understand that on the other side of ads there is always a person who’s trying to learn you and your personality.
He/she definitely knows in case they set a picture on the left side and text on the right side, your brain will process the information faster. (Pic. 1)
This person understands how to work with the Dunning-Kruger effect. This effect describes people who perform a certain task poorly while simultaneously overestimating their ability and knowledge in a relevant area.
For example, we have a picture with the text “Learn German with our school and you will be a professional in 12 days”. People who have never learned it before but want to try can trust the ad like this because it matches their desires, but people who have learned it for 5 years or native speakers know that to be a professional in German with all its grammar and vocabulary is not a simple task. So, in this case, media buyers will target their ads to a less professional audience. But one of the most important tasks for media buyers is to make well-performing creatives. CTR of creatives depends not only on content, colours and placement are also important things. In order to avoid oversights, Mobihunter advises media buyers to follow simple rules:
- Images on a white background are always better because it doesn’t repel, but helps to emphasize important nuances of the ad. (Pic. 2)
- Make a text color black on an image. Thus, the inscription will be read without unnecessary emotions that impede the flow of information. If you want to emphasize the text, it's better to resize it. (Pic. 3)
- Don’t use saturated colors if they don't emphasize the quality of a product in the advertisement. Minor details on a picture look better in muted, calm colors. However, important details on an image need to be highlighted based on the psychology of color: pink - romantic color, advertising for women; red - active color, urgency indicator; green - prosperity, often used in the financial and entertainment industries; blue - safety, a sense of stability, etc. (Pic. 4)
- The image should contain red but in small amounts. For example, to indicate a nuance (underline, red arrow, stroke). But this rule is not for all types of creatives. (Pic. 5)
- Test creatives with different colors. For example, add more red in a creative, because it always attracts attention, in the another - blue. Then run both of them and see which converts better for your project.
- Make a vision that an advertising offer was created exclusively for a direct client. And always remember common human problems. For example: Tired of wasting money?”, “Agree, it’s better to wait out the cold winter in Bali”. Describing your product, remember that you are representing an ideal offer only for a certain type of personality. In this case, the personality must be described in general phrases: “confident in himself, purposeful, appreciating himself and his life”, etc. (Pic. 6)
- It's very important not to forget about gender differences in some creatives and ads targeting.
- Give reasons why the proposed product is better than analogs if you are working with a male audience. Describe the differences in functionality compared to other models, features of additional functions, operational reliability, etc.
- If you work with a female audience, demonstrate the result of using the product with examples - it is much more important for women to see the end result on someone else. For example, the description: "After a week of using this fitness app, your body will noticeably tighten." It is better to add a few Before / After photos that show how others have already achieved positive results.
Our team has a huge experience in the analytics of ads that we run for different sources and products. It is important to understand your audience and see tiny differences that can help you to get a better conversion rate. Our strong rule says that a media buyer should be a phycologist for every ad, see what works better, and create new combinations of settings to give people what they need.
