The most common mistakes in creatives that affect your ROI

Today we decided to devote our article to creatives. After all, this is the beginning of the funnel. And if the creative does not interest users, they will not care about your text, your landing or pre-landing page. 

Most of the time, people don’t have time to read what your ad is about while scrolling through their social media feed. Bright creatives attract their attention and make them interested in what you have to offer. And you have to agree, it’s very sad when you have a top-notch offer, but because of poor creatives, your conversion rate is zero.  

Creatives can seriously affect ROI. So today, we’ll take a closer look at the most common mistakes in making creatives that can ruin your ad.

The creative doesn’t match the landing page

This mistake is most often made by beginners. Very often, the creative promises one thing, but the ad itself has a completely different meaning.

Then the user clicks on the link, doesn’t find what he/she wanted to find in the ad, and leaves. 

Therefore, be especially careful to ensure that your creative fully matches the content of the offer.

The creative doesn’t correspond to the cultural characteristics of the target audience

When launching an ad, it is always worth considering the cultural and other characteristics of the GEO you are working with. The creative may be interesting and attractive, but it may also contain certain contradictions with the preferences of a specific target audience. 

Be careful that your ad does not offend anyone’s values or contradict them. For example, jokes: in some places they will be accepted and supported, while in others they will cause mass outrage. 

Therefore, before launching, we strongly recommend that you study your target audience at least approximately, understand what these people live for, what they might like, and what they might not like.

“Too much of everything”

This refers to overloading the visuals of your creative. Sometimes the rule “more is better” does not work. 

Yes, creative should be noticeable and bright, but these colors should only emphasize the main message of the ad. This will help people pay more attention to the text and other triggers. 

If you “stick” a bunch of stuff on it, the picture will become blurred and the main goal of the ad is unlikely to be achieved. That is why ROI can suffer significantly.

So when making creatives, remember to use beautiful, concise visuals that only “highlight” the main meaning, rather than “overshadow” it.

The same goes for the text itself. Try to make the caption as short and clear as possible. Your task is to grab the user’s attention from the very first seconds. Obviously, if the creative contains “half an article,” no one will read it.

Poor localization of creatives

Don’t forget that people in each GEO have their own customs, idioms, specific phrases, etc.

Often, webmasters do not translate the text on the creative very correctly, and then no one understands it. Or it looks ridiculously funny, in the style of “hellish flour.” Therefore, we recommend that you familiarize yourself with the various expressions used by the population in advance. Or use AI to check the correctness of what you have written.

There are also problems with the correct indication of currency. You may not display it correctly, and users will not really understand what is it. It will simply be unusual for them to see their currency in a slightly different form.

Another point: winnings. If you work with gambling offers and emphasize winnings, make sure that they are not too small or fantastically large.

It is recommended to indicate winnings in the amount of 2-3 average salaries of the population of a specific GEO.

The ideal picture 

Creativity should inspire trust. But now is a time when “perfection” actually reduces that trust. 

That is why the field of UGC has begun to develop so rapidly on the Internet. 

Of course, the UGC format is not suitable everywhere, but the main point is to make the creative as realistic as possible. More life, more emotions, and more reality. This will clearly increase user trust. 

People like authenticity, not a bunch of special effects, studio shots, and similar things that create something out of the realm of fantasy.

In summary 

You can make a beautiful and bright creative, but in the end, it will only kill your ROI. It seemed like everything was fine, but something went wrong.

So, familiarize yourself with the most common mistakes that webmasters make when making creatives. Avoid them and protect your ROI. This will save you time, money, and nerves.