How do I create successful campaigns?

Help Center » Campaign Management » How do I create successful campaigns?

In your campaigns, each ad includes an image and a headline, which will appear under the image.

Together, the image and the headline should draw in the audience you want to reach,
help your campaigns scale and give your users a compelling preview of what is on your landing page.

Well-crafted headlines and images can increase clickthrough rates (CTR) substantially,
whereas misleading ones can lead to poor performance and other issues.
 

Headlines:

  • Be brief. Content belongs on your page, not in your headline. Headlines that only contain a few words often perform better than more elaborate ones.
    We accept headlines that are 65 characters or less.
     
  • Be informative. Phrase your headlines as questions or as “how to” statements. Let the reader know that your content is informative and/or helpful.
     
  • Be honest. Misleading your readers about your content just to increase clicks not only wastes your money, it also damages your brand’s integrity.
    Honestly promoting your content ensures that you reach your intended audience and encourages return visits.

For example, assume that a financial advisory firm has an offer for a free consultation discussing retirement packages for consultants. They are considering two different headline options:
First:  "Plan for your retirement with Money-Advisors LLC" Second: "Consultants, Join Today's Webinar and Retire 5 years Early!"
The second title is more engaging. There is a clear target audience (consultants), a sense of urgency (today) and a clear benefit (retire 5 years early)
 

Images:

  • Use photos. Photos of people or products are more engaging and straightforward than graphics or diagrams.
     
  • Customize them. An image that looks great splashed across the top of your article might not be very clear as a small square in a widget.
    Pick simple, sharp images that look great as small as 80 pixels wide.
     
  • Make them big! To reach the widest possible audience, use the largest images and best resolution allowed.
    This ensures that your content is compatible with every available ad placement, including the ones that draw the most attention to your content.