{"id":12776,"date":"2023-09-27T13:52:02","date_gmt":"2023-09-27T20:52:02","guid":{"rendered":"https:\/\/tegnacorpstage.wpengine.com\/advertise\/?p=12776"},"modified":"2024-03-08T09:18:43","modified_gmt":"2024-03-08T16:18:43","slug":"how-to-make-your-ads-more-clickable","status":"publish","type":"post","link":"https:\/\/www.tegna.com\/advertise\/clickable-ads","title":{"rendered":"How to Make Your Ads More Clickable\u00a0"},"content":{"rendered":"

\"KatieBy Katie Yape, Digital Product Manager, TEGNA<\/span><\/i>\u00a0<\/span><\/p>\n

In the dynamic world of digital advertising, the quest for capturing the click has never been more critical. As the battle for consumer attention rages on, the currency of success has shifted from impressions to clicks, and the power to persuade lies in the art of creating ads that stand out from the crowd, capture attention, and compel audiences to click.\u00a0<\/span>\u00a0<\/span><\/p>\n

Whether you’re a seasoned marketing veteran seeking fresh perspectives or a budding advertising professional eager to make your mark, this guide will help you explore the art of creating clickable ads, offering valuable tips and insights to help you gain a competitive edge in <\/span>display advertising<\/span><\/a>.<\/span>\u00a0<\/span><\/p>\n

Let\u2019s get started.<\/span>\u00a0<\/span><\/p>\n

Creating More Clickable Ads for a Competitive Edge<\/span><\/b>\u00a0<\/span><\/h2>\n

As <\/span>digital ad spending<\/span><\/a> in the US is projected to reach $293B in 2024, it\u2019s clear that display advertising is a very crowded space. With so many brands competing for consumers’ attention, it is incredibly easy to get missed.<\/span>\u00a0<\/span><\/p>\n

How will you stand out from the crowd?\u00a0<\/span>\u00a0<\/span><\/p>\n

Display advertising can be incredibly effective, but we need less than 15 seconds to get a user\u2019s attention and make it count. \u202fAn essential part of any strategy is effective creative, and taking the time to craft the right messaging and target the right audiences with high-quality ads will make a difference.<\/span>\u00a0<\/span><\/p>\n

So then we have to ask, \u201cWhat drives users to click on ads?\u201d<\/span>\u00a0<\/span><\/p>\n

In my experience, users are attracted to ads that resonate with them, speak to their emotions, solve their problems, and meet their needs. When you know your target audience\u2019s mindset, behaviors, and demographics, you can create ads that speak to and connect with them.\u00a0<\/span>\u00a0<\/span><\/p>\n

It\u2019s also super important to evaluate the ads in your campaign and optimize them as you go. You want to ensure you\u2019re sending the right message to the right target audience, and monitoring and measuring your campaign results can help tell you what\u2019s working best.\u00a0<\/span>\u00a0<\/span><\/p>\n

10 Tips for Making Your Ads More Clickable<\/span><\/b>\u00a0<\/span><\/h2>\n

With digital advertising, every click represents a potential customer, a chance to convert interest into action, and brings your brand closer to meeting its goals. Whether your digital ads are pre-roll video, standard banner ads, native advertising, or content sponsorships, the TEGNA team uses industry best practices for design and copy when creating digital ads for our partners.<\/span>\u00a0<\/span><\/p>\n

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  1. Keep it Simple:<\/span><\/b> Too many words and busy creative can overwhelm a consumer. You\u2019ll want to consider using minimal but effective copy.\u00a0<\/span><\/li>\n<\/ol>\n
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    1. Strong Call-to-Action: <\/span><\/b>Within this minimal copy, you\u2019ll want to include a great call to action – not just \u201cclick here.\u201d Your copy and CTA must genuinely inspire action to resonate with your audience. Remember, your product or service is here to solve their problems and meet their needs. <\/span><\/li>\n<\/ol>\n
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      1. Stay Relevant:<\/span><\/b> Refreshing creative every 30-60 days is essential to staying fresh. Try out different messaging to see what works and use different messaging for different targets.\u00a0<\/span><\/li>\n<\/ol>\n
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        1. High-Quality Creative:<\/span><\/b> Taking the extra time to craft great ads will ensure an effective campaign. Nobody wants to click on fuzzy, pixelated, or poor-quality images, meaning using high-quality images is imperative when creating your ads.\u00a0<\/span><\/li>\n<\/ol>\n
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          1. Targeting and Audience Segmentation:<\/span><\/b> Display advertising can be incredibly effective, but getting in front of the right target audience is essential. You\u2019ll want to choose a media partner, such as TEGNA, to utilize tools like <\/span>TEGNA AudienceOne<\/span><\/a>, a customer data platform created to collect first-party data and build relevant audience targeting capabilities. <\/span>AudienceOne can also be paired with all other products, such as Audience Marketplace, to leverage precision audience targeting, geofencing<\/span><\/a>, and <\/span>retargeting<\/span><\/a> capabilities to reach an ideal audience highly likely to engage with your brand.<\/span>\u00a0<\/span><\/li>\n<\/ol>\n
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            1. Leverage Local News Partnerships:<\/span><\/b> Advertisers must be hyper-focused on keeping their brand safe<\/a> from aligning with harmful and misleading content. \u200bPublic trust, truth, and transparency have enormous value, and amid this growing sentiment, TVB found that local news is one of the safest environments for advertisers, even on digital platforms. Learn more on how local news can extend the<\/span> halo effect<\/span><\/a> to your brand.\u00a0\u00a0<\/span><\/li>\n<\/ol>\n
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              1. Brand Safety & Credibility. <\/span><\/b>Ad fraud is a big problem<\/span><\/a> in the digital space, and brand safety<\/a> is a concern for\u00a0most advertisers. Choose agencies, media buying companies, publishers, and technology providers with dedicated processes, technology partners, and requisite training to stop fraud before it starts. You\u2019ll also want to look for high-quality <\/span>TAG-certified publishers<\/span><\/a> and use tools like NewsGuard to prevent the spread of misinformation.\u00a0<\/span><\/li>\n<\/ol>\n
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                1. Leverage Contextual Advertising:<\/span><\/b> Contextual advertising<\/span><\/a> is a form of targeted marketing that tailors advertisements to users based on the content they are engaged with, emphasizing the user’s ongoing online actions to increase clicks. For example, if a user is reading about the Grand Canyon and sees a digital ad for hotels near the Grand Canyon, that\u2019s contextual advertising. <\/span><\/li>\n<\/ol>\n
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                  1. 9. Cross-Platform Campaigns:<\/span><\/b> Reaching your audience through more than one channel isn\u2019t nice to have. It\u2019s a must-have. Audiences are watching the morning traffic report on their TVs while getting ready in the morning. They check the news and browse the internet throughout the day, then relax at the end of the day by streaming their favorite show at night. Running a <\/span>cross-channel marketing campaign<\/span><\/a> that includes linear broadcast, OTT streaming, and the digital landscape is essential to reach your consumers across all touchpoints.<\/span><\/li>\n<\/ol>\n
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                    1. Test, Measure, Optimize: <\/span><\/b>Reporting tools like Google Analytics and TEGNA Attribution<\/a> provide actionable insights to maximize campaign effectiveness and drive ROI.\u200b Be sure to monitor campaign types and performance metrics of your creative. Remove a particular ad from rotation if it is not performing to expectations.\u00a0<\/span><\/li>\n<\/ol>\n

                      Examples of Engaging Clickable Ads<\/span><\/b>\u00a0<\/span><\/h2>\n

                      What makes for a great digital ad? Here are a few examples from campaigns I\u2019ve been a part of that demonstrate the art and science of creating digital ads that get audiences to click, interact, and take action.\u00a0<\/span>\u00a0<\/span><\/p>\n

                       <\/p>\n

                      \"GTCC<\/p>\n

                      Why it Works:<\/span><\/b> This Guilford Technical Community College banner is simple but effective. It uses minimal copy and has a great tagline.\u00a0<\/span>\u00a0<\/span><\/p>\n

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