Ad Creative Best Practices

Creative ads are important when building out a high-performing website or ad campaign. Don’t worry if you don’t have all the skills to create great ads – just produce ads that capture people’s attention and grab their attention. Creative people try out different ideas and see which works best. 

This is a guide to help you find the best creative for your audience. There are some basic things you can do in order to create attention-grabbing ads that will work well in every campaign. These tips can help you create ads that will get your target audience’s attention.

Tips for Getting Started

Video Content

• Highlight their main message or product in the first 3 seconds. Straight to the point, short and direct. Tie your message into a compelling story that your audience can relate to. 

• Show more than 5 scenes and use sound effects and animations to increase user attention and interaction. 

• The video should be shot vertically vs the 9:16 aspect ratio. View rate over 6s increased by 25%). Priority duration from 9-15 seconds, and no more than 30 seconds. 

• The video theme should be cheerful, positive, or humorous (50% of high-view bid ads follow this theme). 

• Experiment with different transitions and perspectives popular on TikTok.

Audio Content

• Fast-paced tracks running at around 120 BPM seem to be the hot spot to drive higher VTR compared to other Auction Ads. 

• Apply trending audio and video effect elements (referencing existing trends in your Bidding Ads can be an effective, natural way to start a conversation with the TikTok community. To keep up with these trends, keep an eye on trending topics, ensure a quick production turn around, and use the TikTok Ad Studio app. 

Text Overlays

•  Add text overlays in your videos, work with effects and stickers, icons. 40% of ads use overlays to highlight relevant information or tell stories in fast-paced ways. Text overlay preloads the first 7 seconds to help users understand the context. 

Call to Action

•  A call to action is required: be brief and flexible using direct, personalized language. 

Content Production

• The presence of the content producer helps the view rate to be higher – It would be better if the content producer is 1 KOLs. 

Creatives Testing

• Try using diverse creativity in the beginning stages. As a rule of thumb, it is always good to use creatives with big differences when testing. This is especially helpful during the ad group’s exploration stage. 

• Avoid bulk-adding similar creatives to one ad group. This goes hand-in-hand with the tip above. 

• We suggest starting a new ad group with no more than 5 new creatives during the exploration stage. It is also advised to let the ad group pass the learning phase (50 conversions) before adding another batch of creatives.

Tips for Optimization

• There is no recommendation on how many different creatives should be active at the same time once your ad group is running. However, the limit is 16 per ad group.
• We suggest updating the creative every 7 days at least. It is wise to continuously refresh them to avoid ad fatigue.
• When you want to add new creatives, it is suggested to add them to an existing ad group to extend its lifetime.

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