Developing Performance Creatives with RevContent
It’s common across the RevContent network for advertisers to assume performance is only based upon bid and widget optimization. While this holds true for a significant amount of volume, there’s no better way to increase volume without hurting your bottom line than to optimize your images and headlines for the highest CTR (click through rate) possible.
IMAGERY: What to Consider
Common sense would dictate sourcing imagery that directly relates to your product or service. While this is a great start, it is not enough to bring your creatives into a 0.4% or higher CTR, which is considered above average performance on revcontent. Consider the following variables for your chosen images below, with perspective from the user:
- Mystery: The answers are on the other side of the click
- Blog post
- Advertorial
- Intrigue: “I’ve got to read a little more”
- Listicles
- “Top 3 things…”
- Fear: What happens if I don’t read more?
- Potentially missing an opportunity
- Excitement: This could change my life
- Never before seen
- Brand new idea just released
- Humor: I have to share this product or serve
- Funny
- Detail: This is shedding light on something I never even considered
- Scientific
Ideally, you’d include as many of these examples as possible into each of your campaigns. Again, still relating images to your product, but you’re doing so in very unique ways which allows for clicks from many demographics and publishers.
Headlines: What to Consider
Headlines do at least half of the work of your chosen imagery so when you nail this along with your image, you should have no problem meeting your CTR benchmark (noted above at 0.4%). Below is the same list as imagery, but repurposed for headlines and again from the perspective of users. If they apply to your campaigns, incorporating as many of these as possible will help performance:
- Mystery:
- What if?
- Did you know?
- Are you sure?
- Have you experienced it?
- Intrigue: “I’ve got to read a little more”
- New data shows..
- There’s information here you will find useful
- This will help you with current and future decisions (pertaining to product or service)
- Fear: What happens if I don’t read more?
- You don’t want to miss out on this information
- If you didn’t know this, you could be next
- Excitement: This could change my life
- Newly discovered
- Previously unknown but packs major results
- Humor: I have to share this product or serve
- Detail: This is shedding light on something I never even considered
- Data
- Facts
- Direct language
With the above strategy in mind, make sure you develop creatives within each campaign that are ENTIRELY different from each other, and represent the full spectrum we’ve outlined.
With those in place, you will end up winning far more volume than your competition at lower CPCs.
Through content discovery, RevContent enables publishers and advertisers to engage and grow audiences, develop loyal customers and drive revenue. Sign up or login to your account.
