Z-Order – since we’re conditioned to read things from top to bottom and left to right, it makes sense to structure the contents of your ads that way as well.The call to action should be a specific directive, like “Brand Yourself Now,” rather than something generic, like “Click Here”. Call to action – this is where you prompt the viewer to take action by clicking on the ad, and it’s where you inevitably want their attention to end up. This is why we place it in a large, colored box that contrasts with the rest of the design.Keeping up with the previously mentioned example, my supplemental text would be “A custom logo tailored to your brand of business”. Supplemental text – this is the smaller, secondary text line where you clarify what it is you’re offering.For example, when I’m advertising my logo design services, I lead off with “Enhance Your Image”.
This is where you sell the sizzle in order to grab the viewer’s attention. Headline text – following the principles of visual hierarchy, the headline should be the largest, most prominent text on the design.A good ad should have the following elements and properties…
One of the benefits of having worked extensively with several digital marketing agencies is that I’ve gotten a lot of great insight - directly from the pros - about what makes an effective display ad.