Creating or refreshing advertisements can seem daunting. Where to start, what to consider, and where to find ideas? These challenges are common to everyone; it’s all about how to navigate them. To assist, I’ve outlined the steps I follow when designing advertisements.
Not all steps are necessary every time, especially if you’re updating an existing ad for the next testing round. Sometimes, the process is quicker; other times, it may take longer than usual. The chosen marketing platform also influences this. The list below is intended to be general, and variables may abound.
When planning advertising, remember that there are ample opportunities for A/B testing. Read tips from our previous blog.
1. Defining objectives
Everything begins with setting objectives. Are the ads intended to drive traffic to the website, gather inquiries through a form, or increase app downloads?
Ideally, objectives should be defined before the ad design phase, but in some cases, it may be appropriate to use a goal in the ad that differs from the campaign.
2. Research
Conducting research is the first concrete step in ad design. Research may include competitor or keyword analysis, depending on the advertising platform and campaign. In all cases, it’s good to perform a quick analysis of the desired ad theme.
Tools like Google’s Keyword Planner can aid in keyword research, and SEO tools can help study competitors and visibility in general. However, remember that almost everything can also be done without paid tools, though not as efficiently or comprehensively.
3. Defining the target audience
The target audience usually starts to take shape during the research phase. Sometimes, the audience may already be predefined, but at this stage, it’s good to critically review target audiences and assess whether they need to be refined or changed.
If you’re unsure what target audiences can be created for your chosen marketing platform, it’s good to explore options in advance. Sometimes, possibilities aren’t entirely clear, but some guide or directory can usually be found.
Creating target audiences doesn’t require magic tricks; different possibilities must be known and explored independently. Typically, advertising companies like Google and Meta want to offer their black boxes instead of targeting, but it’s worth remembering that these companies do business just like you. This is a source of income for them, and the more ads are shown and clicked, the more profit they make.
You might also be interested in this: Ideal Customer Profile (ICP) in B2B Digital Marketing
4. Creating creative content
The most labor-intensive phase is content creation. Depending on the ad type, it may include text, video, or images. Text-type ads might be the easiest and quickest to produce, but the ad type should be chosen based on objectives.
Various tools are available to speed up and facilitate ad creation. At its simplest, it could be a spreadsheet (Excel, Sheets), which makes it easy to plan text-type ads. We use this constantly due to its speed and ease, as we use spreadsheets diligently anyway.
There are also tools to assist in creating image or banner ads. For example, with the Bannersnack service, you can simultaneously create different-sized ad banners for various advertising platforms.
AI-assisted tools can help speed up content production, but authenticity and brand consistency remain crucial.
Discover related content: Ideas for A/B Testing in Advertising
5. Creating tracking links
The data obtained from ads should not be underestimated or overlooked, as marketing data is the only thing that remains from an ad campaign besides the possible fulfillment of the actual goal. Different tools are available for creating tracking links, although they may not necessarily be needed. Tracking links isn’t absolutely necessary, but helps organize collected information, especially in multichannel campaigns.
Many advertising platforms have their own tools and practices for tracking, but it’s good to have at least a basic understanding of how to create tracking links. Google’s Campaign URL Builder is a handy tool for this.
Using UTM parameters and multi-touch attribution models helps analyze which channels and creatives drive the best results.
6. Publishing ads
Publishing ads is a significant milestone in the process. The publication process may vary depending on the platform, but generally, it involves uploading the created content to the chosen advertising platform, setting targeting options, and defining budgets and schedules.
Ensuring all settings are correct before launching the campaign is essential to avoid unnecessary costs or misdirected ads. Many platforms offer preview options to see how the ad will appear to the target audience.
7. Monitoring and optimization
Continuous monitoring and optimization are crucial after launch. By analyzing the collected data, you can determine how well the ads perform relative to the objectives. Key metrics include click-through rates, conversion rates, and return on investment.
Based on the insights gained, adjustments can be made to improve performance. This might involve tweaking the ad copy, changing visuals, adjusting targeting parameters, or reallocating budgets. Regular A/B testing can also provide valuable information on what resonates best with your audience.
Also read:
The Importance of Reliable Marketing Data
Measuring B2B Marketing Results and ROI: Key Insights and Tips
Modern advertising involves AI-driven automation, regulatory compliance (e.g., GDPR, AI transparency laws), and brand safety considerations. Ensuring ads comply with legal standards while leveraging AI for optimization helps maintain ethical and effective campaigns.
