How to Explain the Importance of Ad Creatives?

An Advertising specialist was struggling to make his client understand the importance of ad creatives for their new campaigns.

Nothing would work.

The client - a very successful retail store owner who was just starting with his online store was adamant that the only thing that worked was to target the right audience, and having enough budget to increase brand visibility.

Ad creatives for him were just a way to "keep creative people happy"... Yep...

After hours of struggle, the Advertising Specialist came up with this analogy to truly make his client understand why ad creatives matter. He said:

"The ecosystem of paid social ads is like the sea"

He continued,

"Facebook as a platform is the SEA"

The sea is huge and a lot of people have made a fortunes taking advantage of the vast resources of the sea. When I talk about resources, I am talking about the millions of people in the platform(s).

Take it like this: Facebook is like the Atlantic Ocean, Instagram is the Pacific, and TikTok is a bran new Ocean we found.... something bigger and with even more resources (and opportunities ;)

You, as a marketer or business owner, should feel like a fisherman.

You have this huge body of water in front of you! A sea of opportunities one may say.?The thing is that you need to learn how to take advantage of it...

Facebook, IG, and TikTok users are the marine creatures living in the sea. There are plenty out there, and they all behave differently, and live in different depths and locations.

We all know they are out there, your challenge is to get to the right place and catch'em all!

Of course, as a good business owner, you know that not all of the species are right for you, you are looking for a very particular one... Call it, your niche.

Why?

Well, because you have defined your target. So, let's say you are looking for tuna, or how about a Psychrolutes marcidus??

Now, you need to know what they like in order to continue with the next step.

Think about your ads like little boats.

To do well, you need a small flotilla of boats (or ads). You need to place your boats correctly. You need to place them where your target fish are!

Now, here is the interesting bit!

Your creatives are the baits. You need a very specific type of bait to get the fish you want. Scrubworms? Earthworms??

Ads are like bait, they need to be attractive & appealing.?

Sometimes a bait doesn't work. You need to test and test!

You wouldn’t want to sail all the way to your favorite spot just to realize that the bait you brought was the wrong one, right?

Yes, ad creatives are very important... They are usually the first touch point of your company, and more often than not they are the ones that start the conversation, increase brand awareness, and convert...

So, next time you are dealing with this, just remember this... The sites are the sea, the ads are the boats, and the ads are the baits....