Do you want reliable paid media performance? Focus on the creative! This is part three of talking about creative for paid media.
There's often a friction point: do you show the product or do you show the people?
You should always run creative testing first, but I would definitely recommend that you focus on the people in your paid media creative. I love ads that show the person enjoying the product or service they're using. Show the benefit of the product. Show the transformation of the product. Show faces.
Then you have ads by format. There are static images that sometimes work really well. There are videos that sometimes work really well. And then there are animated ads that communicate a story with movement of static images.
If you want great creative for paid media, the best advice I can give you is to test, use data to learn, and iterate some more.
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