Creating an effective advertising campaign can be tricky, regardless of the medium a marketer uses. One of the benefits of using internet marketing is that it's easy to monitor and adjust a campaign in real-time. The cycle of ad creation, feedback from consumers, and modification of content is much shorter for internet campaigns than traditional marketing channels. Business owners should try modifying certain options in their campaigns to see if it has an effect on the click through rate and conversion rate. Here are five factors in ad copy that marketers can vary to find the most effective content for ad campaigns.

  1. Switch Colors Palettes
    The greatest example of how small things can make a big difference in ad content is with colors. There are a lot of ways to create an ad that's visually appealing, but some color schemes can grab more attention or inspire people in different ways than other hues. Despite there being a plethora of sites purporting to know the best use of colors to trigger certain actions, the truth is, there is no universal way for people to view and think of colors. To illustrate, one person might see the color red and associate it with love, another person could associate red with with anger. Since there's no one way to view colors, marketers should try ads with a variety of color scheme to see which combinations work best in a particular area or with a certain demographic. Think about what colors are the most eye-catching, which ones could illicit certain emotions or associations (e.g. using maroon during the fall), and how clear is the message when viewed using a certain color scheme.
  2. Try to Reach Consumers at Different Parts of Sales Process
    Another important, but under considered factor to vary in ads is where in the sales process the ad tries to reach the consumer. Many ads focus on the final sale, where the consumer is told to click a link to buy a certain product at a certain price. The sale is clearly the most important part of the process (if people aren't converting, then there's no point), but that doesn't mean it's always the best time to try and reach potential customers. Rather than only create ads that try to snag the customer that's ready to buy, marketers should try to make some ads that target people at the beginning of the process who have a need but don't know how to fill it. Getting someone to click on a link to learn more information can eventually lead to sale after their entrance is piqued. Similarly, ads can be made to target people who know what kind of product they need but don't know who makes the best one or what trusted retailer to shop with. A recent study by Twitter showed when the best point in the sales cycle to reach a consumer was based on the type of business.
  3. Use Different Imagery
    It goes without saying that the image used in an ad campaign should be attention grabbing and visually appealing. However, the picture can also tell a story in itself and marketers should try ads with different image combinations to see which pairing of words and pictures has the best result. Try to avoid static images of the product unless the product itself is very eye-catching. A white background picture of a high-end purse can fair well because the item itself is attention grabbing. An equally sparse picture of a shampoo bottle may not inspire people to click as much as picture of the shampoo bottle shown on the ledge of the bathtub. Images should compliment the ad copy by showing eliciting certain emotions and associations with the viewer. There are a lot of ways to do this which is why experimentation is necessary. Facebook recently created an ad image cheat sheet with some other advice about good image selection that business owners should look at.
  4. Improve the Ad Copy
    As was stated before, an ad's image and text work together to inspire the consumer. So advertisers should try different versions of the text content to see if some work better than other. An easy way to vary the text content is to try different calls to action. While most business owners want customer to click a "Buy Now" button so they can make a sale, customers might be more ready to click a button that says "Learn More". Another small change with a potential big impact is to vary the wording of specials. To illustrate, each of these slogans essentially mean the same thing for this two-for-the price-of-one sale of a $10 product: "Buy One Get One Free", "Save 50% When You Buy 2" "Get 2 for $10". Though it shouldn't matter since the final price is the same, words like "save", "free" or "2-for-1" (okay so that one's not a word, per se), can have click in the minds of consumer and lead them to action. Marketers need to use a mix of images and words to find what works best for their target audience.
  5. Change the Tone of the Ad
    Another thing that marketers can try to vary is the entire tone of the ad itself. There are a many angles at which to look at a business or the products it sells. Sometimes, business owners need to completely change the selling point. For example, while most restaurants will run ads that feature the food, it's also effective to run ads about the people who make the food. It's a personal story that humanizes the brand transforms an ad about dinner at a restaurant into a story of something like a home-cooked meal. Depending on the range of target audiences for a business, there may be a need to have separate campaigns for each demographics. An ad that appeals to parents will not work as well with a young person in college. With the advanced targeting capabilities of internet advertising, recognizing the ways that the tone in ad content affects different audiences can lead to a large increase in click through traffic and conversions.

If there's one thing that should be clear from the points that came before, there is more than one way to sell a product. Experimentation may take a little time but it's worth it to get the most out of an ad campaign. For more information on improving ads, read this article with eight easy ways to improve ROI on pay per click ads.