In a world where every brand is fighting for attention like seagulls over a French fry, your ad needs to be the guy who brought a whole pizza to the beach. The reality? Most companies are playing it safe. While you're reading this, a few people have just scrolled past your ad. Not because your product is bad, but because your ad design has the same energy as elevator music.
Forget the "brand consistency" mantra – we're spilling the tea on what actually works. Secret rules that designers know but rarely share, these pointers will make your ad the digital equivalent of wearing a neon jacket to a corporate meeting.
Understanding Ad Click-Through Rate (CTR)
Ad Click-Through Rate (CTR) is like the batting average of your digital marketing efforts. It measures the percentage of users who click on your ad after seeing it. Imagine you’re at a baseball game, and every time the batter swings, you count how many times they hit the ball. Similarly, CTR is calculated by dividing the number of clicks your ad receives by the number of impressions (how many times your ad is shown) and then multiplying by 100 to get a percentage.
Why does this matter? Because a higher CTR means your ad is hitting home runs – it’s engaging users and driving them to your website or landing pages. This is crucial for better ad performance and achieving your marketing goals. So, if your CTR is low, it’s time to step up your game and make those clicks count.
The “Anti-Ad” Effect
Think about how fast you scroll through social media during your daily lunch break; that’s exactly how fast people are scrolling past most ads. The key is to make your ad look less like an ad. Weird? Yes. Working? Resounding yes.
What Actually Works:
Use real-life photos instead of obvious stock images (think Instagram vs corporate brochure).
Kill the fake urgency (“Last Chance!” Yeah, like those weekly final sales at clothing stores).
If everything’s highlighted, nothing is highlighted (pick one thing to emphasise).
The average click-through rate (CTR) can vary greatly across different industries and ad types. Understanding these variations helps marketers assess their performance and optimize their strategies. Additionally, the conversion rate, which is the percentage of visitors who complete a desired action, is crucial in evaluating the effectiveness of marketing strategies in relation to CTR.
Colour Psychology for the Chronically Online Target Audience
Colours aren't just pretty – they're psychological triggers. The truth is that your "safe" brand colours may be hiding your ad. It's time to make them stand out from the crowd.
The Quick Fix:
Prioritise contrast, disregard commercial (think Netflix red on black).
Let your CTA button be the main character – it's time to kill the corporate blue.
The Font Hierarchy Hack
Font hierarchy is just fancy talk for "making important stuff look important." We're going to use this same principle to guide people's eyes exactly where we want them to go.
Your Two-Font Rule:
The Showstopper: Use one attention-grabbing font for headlines (typically 2.5x larger than your body text).
The Information Dropper: Use one simple font for everything else.
The "Thumb-Stopping" Visual Formula
Exactly what it sounds like – publishing something so visually interesting it stops thumbs from mindless scrolling. The most successful direct-to-customer (DTC) brands aren’t just getting lucky with their content - they’re weaponising cognitive psychology. Different ad networks can impact ad placement and performance, making it crucial to choose the right platform for your campaign.
Choosing the right ad format for different ad placements is essential to maximize user engagement and click-through rates (CTR).
The Framework:
Posts with faces get more engagement.
User generated style content outperforms polished ads.
Motion stops scrolling more effectively than static images.
Show your product in its natural habitat; environmental storytelling is pure gold.
That “stuff” in the background you usually hide? It’s actually helping your conversions.
If you need text to explain it, you’ve already lost – make the benefit obvious.
The "Borrowed Experience" Effect
Your brain has trust issues with ads, but it's hilariously bad at resisting point-of-view (POV) shots. That's because your mirror neurons (fancy term for "monkey see, monkey do") can't tell the difference between watching someone unbox a new iPhone and doing it yourself.
How To Hijack The Brain:
Ditch the professional camera angles and shoot from beside the ear.
Track natural eye scanning patterns.
Real life doesn't have a sound mixer; keep your dogs barking in the background.
The Mobile-First Ad Placement Mandate
The truth is that most people will see your ad on their phone while doing something else (probably in the bathroom, let’s be real). Your ad needs to work in these less-than-ideal conditions. Using Google AdWords for A/B testing different ad creatives can help you determine which versions perform best in these scenarios.
The Checklist:
Your text must be readable on a dirty screen (therefore, bigger than you think).
CTAs need to be thumb-reachable (positioned on the bottom half of screen).
Visual hierarchy must work at arm’s length (do a squint test).
Test your ad while walking (if it works then, it works anywhere).
A well-designed landing page is crucial for improving conversion rates during A/B testing.
The "Pattern Interrupt" Layout
Let's face it, your brain filters out normal like spam email. Introducing a pattern interrupt is like changing the music mid-song on a radio station; it makes people pay attention. We're going to replicate this effect to make your ads impossible to ignore.
Three Quick Wins:
Strategic Disruption: break your grid, letting elements crash through boundaries.
Diagonal Energy: align elements to follow a diagonal trajectory.
Visual Silence: empty space isn't wasted - it's working harder than your copy.
A/B Testing for Higher Ad Click-Through Rates
A/B testing, or split testing, is like a taste test for your ads. You compare two or more versions to see which one your audience prefers. By testing different ad creatives, targeting options, and ad formats, you can pinpoint what works best for your audience and what doesn’t.
Imagine you’re a chef trying out new recipes. You serve two dishes to your guests and see which one they like more. Similarly, A/B testing helps you identify which elements of your ad contribute to a higher CTR. Use tools like Google Analytics to track and analyse the results, and you’ll be able to optimise your ad campaigns for better performance, increase conversion rates, and ultimately drive more revenue. So, don’t be afraid to experiment – your perfect recipe for higher CTR is just a test away.
Ad Placement Strategies for Higher CTR
Think of ad placement like choosing the best seat in a concert – you want to be where the action is. Placing your ads in high-traffic areas, such as above the fold (the part of the webpage visible without scrolling) or in the sidebar, can significantly increase the chances of users seeing and clicking on your ad. It’s all about being in the right place at the right time.
But it’s not just about location; it’s also about who’s seeing your ad. Targeting specific demographics, interests, and behaviours ensures your ad reaches the most relevant audience. Tools like Google Ads and Facebook Ads Manager are your backstage passes, helping you optimise ad placement and targeting for a higher CTR. So, get strategic with your ad placement and watch your click-through rates soar.
From Invisible to Inevitable
Every 1% increase in your click-through-rate (CTR) can mean hundreds saved in ad spend. Your beautiful, safe, corporate-approved design is probably killing your CTR. And that’s costing you real money. Every scroll past your ad is like throwing a dollar in a digital shredder. Understanding your target audience can help create more engaging ads that resonate and drive higher CTR.
Here’s the thing: While you’re playing it safe with corporate-approved designs, your CTR is getting ignored harder than a website’s cookie policy. Each 1% bump in CTR saves hundreds, if not thousands, in ad spend. Inefficient keyword targeting can lead to spending money poorly on less effective campaigns.
Aesthetic ads might catch eyes, but they won’t make anyone take action. Great ads get remembered - and more importantly, they get clicked. While your competitors are still stuck on “make the logo bigger,” you’re now equipped with design psychology that actually drives results.
Will stepping away from safe design feel uncomfortable? Sure. But so will explaining low CTR numbers in your monthly meetings.
Ready to Break the Scroll-Past Barrier?
Theory is great, but sometimes you need an extra pair of hands (or an entire design team) to help implement these strategies. If you're looking to level up your ad game without getting lost in the technical details, we're here to help. Book a call with James and Will to turn these principles into results for your campaigns.
In a world where every brand is fighting for attention like seagulls over a French fry, your ad needs to be the guy who brought a whole pizza to the beach. The reality? Most companies are playing it safe. While you're reading this, a few people have just scrolled past your ad. Not because your product is bad, but because your ad design has the same energy as elevator music.
Forget the "brand consistency" mantra – we're spilling the tea on what actually works. Secret rules that designers know but rarely share, these pointers will make your ad the digital equivalent of wearing a neon jacket to a corporate meeting.
Understanding Ad Click-Through Rate (CTR)
Ad Click-Through Rate (CTR) is like the batting average of your digital marketing efforts. It measures the percentage of users who click on your ad after seeing it. Imagine you’re at a baseball game, and every time the batter swings, you count how many times they hit the ball. Similarly, CTR is calculated by dividing the number of clicks your ad receives by the number of impressions (how many times your ad is shown) and then multiplying by 100 to get a percentage.
Why does this matter? Because a higher CTR means your ad is hitting home runs – it’s engaging users and driving them to your website or landing pages. This is crucial for better ad performance and achieving your marketing goals. So, if your CTR is low, it’s time to step up your game and make those clicks count.
The “Anti-Ad” Effect
Think about how fast you scroll through social media during your daily lunch break; that’s exactly how fast people are scrolling past most ads. The key is to make your ad look less like an ad. Weird? Yes. Working? Resounding yes.
What Actually Works:
Use real-life photos instead of obvious stock images (think Instagram vs corporate brochure).
Kill the fake urgency (“Last Chance!” Yeah, like those weekly final sales at clothing stores).
If everything’s highlighted, nothing is highlighted (pick one thing to emphasise).
The average click-through rate (CTR) can vary greatly across different industries and ad types. Understanding these variations helps marketers assess their performance and optimize their strategies. Additionally, the conversion rate, which is the percentage of visitors who complete a desired action, is crucial in evaluating the effectiveness of marketing strategies in relation to CTR.
Colour Psychology for the Chronically Online Target Audience
Colours aren't just pretty – they're psychological triggers. The truth is that your "safe" brand colours may be hiding your ad. It's time to make them stand out from the crowd.
The Quick Fix:
Prioritise contrast, disregard commercial (think Netflix red on black).
Let your CTA button be the main character – it's time to kill the corporate blue.
The Font Hierarchy Hack
Font hierarchy is just fancy talk for "making important stuff look important." We're going to use this same principle to guide people's eyes exactly where we want them to go.
Your Two-Font Rule:
The Showstopper: Use one attention-grabbing font for headlines (typically 2.5x larger than your body text).
The Information Dropper: Use one simple font for everything else.
The "Thumb-Stopping" Visual Formula
Exactly what it sounds like – publishing something so visually interesting it stops thumbs from mindless scrolling. The most successful direct-to-customer (DTC) brands aren’t just getting lucky with their content - they’re weaponising cognitive psychology. Different ad networks can impact ad placement and performance, making it crucial to choose the right platform for your campaign.
Choosing the right ad format for different ad placements is essential to maximize user engagement and click-through rates (CTR).
The Framework:
Posts with faces get more engagement.
User generated style content outperforms polished ads.
Motion stops scrolling more effectively than static images.
Show your product in its natural habitat; environmental storytelling is pure gold.
That “stuff” in the background you usually hide? It’s actually helping your conversions.
If you need text to explain it, you’ve already lost – make the benefit obvious.
The "Borrowed Experience" Effect
Your brain has trust issues with ads, but it's hilariously bad at resisting point-of-view (POV) shots. That's because your mirror neurons (fancy term for "monkey see, monkey do") can't tell the difference between watching someone unbox a new iPhone and doing it yourself.
How To Hijack The Brain:
Ditch the professional camera angles and shoot from beside the ear.
Track natural eye scanning patterns.
Real life doesn't have a sound mixer; keep your dogs barking in the background.
The Mobile-First Ad Placement Mandate
The truth is that most people will see your ad on their phone while doing something else (probably in the bathroom, let’s be real). Your ad needs to work in these less-than-ideal conditions. Using Google AdWords for A/B testing different ad creatives can help you determine which versions perform best in these scenarios.
The Checklist:
Your text must be readable on a dirty screen (therefore, bigger than you think).
CTAs need to be thumb-reachable (positioned on the bottom half of screen).
Visual hierarchy must work at arm’s length (do a squint test).
Test your ad while walking (if it works then, it works anywhere).
A well-designed landing page is crucial for improving conversion rates during A/B testing.
The "Pattern Interrupt" Layout
Let's face it, your brain filters out normal like spam email. Introducing a pattern interrupt is like changing the music mid-song on a radio station; it makes people pay attention. We're going to replicate this effect to make your ads impossible to ignore.
Three Quick Wins:
Strategic Disruption: break your grid, letting elements crash through boundaries.
Diagonal Energy: align elements to follow a diagonal trajectory.
Visual Silence: empty space isn't wasted - it's working harder than your copy.
A/B Testing for Higher Ad Click-Through Rates
A/B testing, or split testing, is like a taste test for your ads. You compare two or more versions to see which one your audience prefers. By testing different ad creatives, targeting options, and ad formats, you can pinpoint what works best for your audience and what doesn’t.
Imagine you’re a chef trying out new recipes. You serve two dishes to your guests and see which one they like more. Similarly, A/B testing helps you identify which elements of your ad contribute to a higher CTR. Use tools like Google Analytics to track and analyse the results, and you’ll be able to optimise your ad campaigns for better performance, increase conversion rates, and ultimately drive more revenue. So, don’t be afraid to experiment – your perfect recipe for higher CTR is just a test away.
Ad Placement Strategies for Higher CTR
Think of ad placement like choosing the best seat in a concert – you want to be where the action is. Placing your ads in high-traffic areas, such as above the fold (the part of the webpage visible without scrolling) or in the sidebar, can significantly increase the chances of users seeing and clicking on your ad. It’s all about being in the right place at the right time.
But it’s not just about location; it’s also about who’s seeing your ad. Targeting specific demographics, interests, and behaviours ensures your ad reaches the most relevant audience. Tools like Google Ads and Facebook Ads Manager are your backstage passes, helping you optimise ad placement and targeting for a higher CTR. So, get strategic with your ad placement and watch your click-through rates soar.
From Invisible to Inevitable
Every 1% increase in your click-through-rate (CTR) can mean hundreds saved in ad spend. Your beautiful, safe, corporate-approved design is probably killing your CTR. And that’s costing you real money. Every scroll past your ad is like throwing a dollar in a digital shredder. Understanding your target audience can help create more engaging ads that resonate and drive higher CTR.
Here’s the thing: While you’re playing it safe with corporate-approved designs, your CTR is getting ignored harder than a website’s cookie policy. Each 1% bump in CTR saves hundreds, if not thousands, in ad spend. Inefficient keyword targeting can lead to spending money poorly on less effective campaigns.
Aesthetic ads might catch eyes, but they won’t make anyone take action. Great ads get remembered - and more importantly, they get clicked. While your competitors are still stuck on “make the logo bigger,” you’re now equipped with design psychology that actually drives results.
Will stepping away from safe design feel uncomfortable? Sure. But so will explaining low CTR numbers in your monthly meetings.
Ready to Break the Scroll-Past Barrier?
Theory is great, but sometimes you need an extra pair of hands (or an entire design team) to help implement these strategies. If you're looking to level up your ad game without getting lost in the technical details, we're here to help. Book a call with James and Will to turn these principles into results for your campaigns.
In a world where every brand is fighting for attention like seagulls over a French fry, your ad needs to be the guy who brought a whole pizza to the beach. The reality? Most companies are playing it safe. While you're reading this, a few people have just scrolled past your ad. Not because your product is bad, but because your ad design has the same energy as elevator music.
Forget the "brand consistency" mantra – we're spilling the tea on what actually works. Secret rules that designers know but rarely share, these pointers will make your ad the digital equivalent of wearing a neon jacket to a corporate meeting.
Understanding Ad Click-Through Rate (CTR)
Ad Click-Through Rate (CTR) is like the batting average of your digital marketing efforts. It measures the percentage of users who click on your ad after seeing it. Imagine you’re at a baseball game, and every time the batter swings, you count how many times they hit the ball. Similarly, CTR is calculated by dividing the number of clicks your ad receives by the number of impressions (how many times your ad is shown) and then multiplying by 100 to get a percentage.
Why does this matter? Because a higher CTR means your ad is hitting home runs – it’s engaging users and driving them to your website or landing pages. This is crucial for better ad performance and achieving your marketing goals. So, if your CTR is low, it’s time to step up your game and make those clicks count.
The “Anti-Ad” Effect
Think about how fast you scroll through social media during your daily lunch break; that’s exactly how fast people are scrolling past most ads. The key is to make your ad look less like an ad. Weird? Yes. Working? Resounding yes.
What Actually Works:
Use real-life photos instead of obvious stock images (think Instagram vs corporate brochure).
Kill the fake urgency (“Last Chance!” Yeah, like those weekly final sales at clothing stores).
If everything’s highlighted, nothing is highlighted (pick one thing to emphasise).
The average click-through rate (CTR) can vary greatly across different industries and ad types. Understanding these variations helps marketers assess their performance and optimize their strategies. Additionally, the conversion rate, which is the percentage of visitors who complete a desired action, is crucial in evaluating the effectiveness of marketing strategies in relation to CTR.
Colour Psychology for the Chronically Online Target Audience
Colours aren't just pretty – they're psychological triggers. The truth is that your "safe" brand colours may be hiding your ad. It's time to make them stand out from the crowd.
The Quick Fix:
Prioritise contrast, disregard commercial (think Netflix red on black).
Let your CTA button be the main character – it's time to kill the corporate blue.
The Font Hierarchy Hack
Font hierarchy is just fancy talk for "making important stuff look important." We're going to use this same principle to guide people's eyes exactly where we want them to go.
Your Two-Font Rule:
The Showstopper: Use one attention-grabbing font for headlines (typically 2.5x larger than your body text).
The Information Dropper: Use one simple font for everything else.
The "Thumb-Stopping" Visual Formula
Exactly what it sounds like – publishing something so visually interesting it stops thumbs from mindless scrolling. The most successful direct-to-customer (DTC) brands aren’t just getting lucky with their content - they’re weaponising cognitive psychology. Different ad networks can impact ad placement and performance, making it crucial to choose the right platform for your campaign.
Choosing the right ad format for different ad placements is essential to maximize user engagement and click-through rates (CTR).
The Framework:
Posts with faces get more engagement.
User generated style content outperforms polished ads.
Motion stops scrolling more effectively than static images.
Show your product in its natural habitat; environmental storytelling is pure gold.
That “stuff” in the background you usually hide? It’s actually helping your conversions.
If you need text to explain it, you’ve already lost – make the benefit obvious.
The "Borrowed Experience" Effect
Your brain has trust issues with ads, but it's hilariously bad at resisting point-of-view (POV) shots. That's because your mirror neurons (fancy term for "monkey see, monkey do") can't tell the difference between watching someone unbox a new iPhone and doing it yourself.
How To Hijack The Brain:
Ditch the professional camera angles and shoot from beside the ear.
Track natural eye scanning patterns.
Real life doesn't have a sound mixer; keep your dogs barking in the background.
The Mobile-First Ad Placement Mandate
The truth is that most people will see your ad on their phone while doing something else (probably in the bathroom, let’s be real). Your ad needs to work in these less-than-ideal conditions. Using Google AdWords for A/B testing different ad creatives can help you determine which versions perform best in these scenarios.
The Checklist:
Your text must be readable on a dirty screen (therefore, bigger than you think).
CTAs need to be thumb-reachable (positioned on the bottom half of screen).
Visual hierarchy must work at arm’s length (do a squint test).
Test your ad while walking (if it works then, it works anywhere).
A well-designed landing page is crucial for improving conversion rates during A/B testing.
The "Pattern Interrupt" Layout
Let's face it, your brain filters out normal like spam email. Introducing a pattern interrupt is like changing the music mid-song on a radio station; it makes people pay attention. We're going to replicate this effect to make your ads impossible to ignore.
Three Quick Wins:
Strategic Disruption: break your grid, letting elements crash through boundaries.
Diagonal Energy: align elements to follow a diagonal trajectory.
Visual Silence: empty space isn't wasted - it's working harder than your copy.
A/B Testing for Higher Ad Click-Through Rates
A/B testing, or split testing, is like a taste test for your ads. You compare two or more versions to see which one your audience prefers. By testing different ad creatives, targeting options, and ad formats, you can pinpoint what works best for your audience and what doesn’t.
Imagine you’re a chef trying out new recipes. You serve two dishes to your guests and see which one they like more. Similarly, A/B testing helps you identify which elements of your ad contribute to a higher CTR. Use tools like Google Analytics to track and analyse the results, and you’ll be able to optimise your ad campaigns for better performance, increase conversion rates, and ultimately drive more revenue. So, don’t be afraid to experiment – your perfect recipe for higher CTR is just a test away.
Ad Placement Strategies for Higher CTR
Think of ad placement like choosing the best seat in a concert – you want to be where the action is. Placing your ads in high-traffic areas, such as above the fold (the part of the webpage visible without scrolling) or in the sidebar, can significantly increase the chances of users seeing and clicking on your ad. It’s all about being in the right place at the right time.
But it’s not just about location; it’s also about who’s seeing your ad. Targeting specific demographics, interests, and behaviours ensures your ad reaches the most relevant audience. Tools like Google Ads and Facebook Ads Manager are your backstage passes, helping you optimise ad placement and targeting for a higher CTR. So, get strategic with your ad placement and watch your click-through rates soar.
From Invisible to Inevitable
Every 1% increase in your click-through-rate (CTR) can mean hundreds saved in ad spend. Your beautiful, safe, corporate-approved design is probably killing your CTR. And that’s costing you real money. Every scroll past your ad is like throwing a dollar in a digital shredder. Understanding your target audience can help create more engaging ads that resonate and drive higher CTR.
Here’s the thing: While you’re playing it safe with corporate-approved designs, your CTR is getting ignored harder than a website’s cookie policy. Each 1% bump in CTR saves hundreds, if not thousands, in ad spend. Inefficient keyword targeting can lead to spending money poorly on less effective campaigns.
Aesthetic ads might catch eyes, but they won’t make anyone take action. Great ads get remembered - and more importantly, they get clicked. While your competitors are still stuck on “make the logo bigger,” you’re now equipped with design psychology that actually drives results.
Will stepping away from safe design feel uncomfortable? Sure. But so will explaining low CTR numbers in your monthly meetings.
Ready to Break the Scroll-Past Barrier?
Theory is great, but sometimes you need an extra pair of hands (or an entire design team) to help implement these strategies. If you're looking to level up your ad game without getting lost in the technical details, we're here to help. Book a call with James and Will to turn these principles into results for your campaigns.
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Ready to supercharge your business?
See why 96+ happy customers love working with us!
Flexible subscription
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Branding
Ad Design & Creative
Presentations
Illustrations
UX & UI Design
Video & Animation
Print Design
Ready to supercharge your business?
See why 96+ happy customers love working with us!
Flexible subscription
No contracts
Branding
Ad Design & Creative
Presentations
Illustrations
UX & UI Design
Video & Animation
Print Design
Ready to supercharge your business?
See why 96+ happy customers love working with us!
Flexible subscription
No contracts
Branding
Ad Design & Creative
Presentations
Illustrations
UX & UI Design
Video & Animation
Print Design