Why Won’t Brand-Centric Ads Get Clicks?

It’s frustrating. You spend time designing a great looking ad, invest money to get it running online, but it just doesn’t seem to be performing. What gives?

In the world of digital marketing, it takes more than a fancy-looking ad to get people to click. You have to motivate them somehow. And the easiest way to do that is with a carefully crafted call-to-action.

Most clients fall into the trap of making their ads brand-centric. That means they try to squeeze their entire About Us section into an ad, or load it up with copy about all of their products and services.

This rarely works, mostly because people don’t feel like reading all of that. Another big reason is simply because people don’t want to be sold to. They need to believe they are clicking an ad for a specific purpose, whether to alleviate a pain point, answer a question or just educate themselves.

In the first installment of the Create Your Unfair Advantage video series, Jeff Leo Herrmann, Tana Savo and Ryan Cochran breakdown what makes a conversion-centric ad and how it results in clicks.

Copyright 2020 The Business Journal, Youngstown, Ohio.