A lot of buying decisions are based on emotions. This means that if a piece of content can evoke emotions, the people you are targeting are more likely to become interested in your brand, offers, or products. To differentiate yourself from your competitors, it is crucial to be creative.

The goal is to attract attention in a unique manner that encourages emotional engagement toward taking meaningful action.

By adopting a creative strategy, you can develop strong connections that go beyond mere purchases, building an authentic and memorable relationship with your audience.

Creative advertising is undoubtedly one of the most important levers when it comes to creating successful advertising campaigns and ads. This is not just a matter of aesthetics; it is a vital force that propels your products or services towards commercial success. It helps to create a memorable and engaging experience for the consumer, beyond the simple features of the products or services.

For example, suppose you own an online store selling cell phone cases. These cases are of high quality, and you offer a wide range of models. If they are not appealingly presented online, you will have a hard time seeing your conversions take off.

A study conducted by Ipsos has revealed that creativity plays a significant role in the success of a campaign. The study found that 75% of a campaign’s success is attributed to creativity. Specifically, 36% of the success is due to ads that stand out and evoke emotions, while 23% is attributed to ads that generate greater engagement.

Your online ads are an integral part of your brand. The format, text, and colours are all strategically designed to capture users’ attention.

Furthermore, brand and companies online increasingly seek to differentiate themselves by offering out-of-the-ordinary content to create meaningful connections with their customers.

To make a lasting impact with your advertising efforts, it is crucial to ensure that your message speaks to your target audience and is personalized to your brand. Just like how we feel great when we receive personalized attention in our favourite store or restaurant, personalized advertising that is engaging and captivating can help you connect with your audience and leave a lasting impression. Storytelling is an effective way to grab the attention of your audience, and when used strategically can create an emotional bond with them, leading to increased brand loyalty. This is the power of storytelling.

Creative advertising enhances brand recognition and recall by presenting unique ads that are memorable and grab the audience’s attention.

The effectiveness of creative advertising often translates into a higher return on investment (ROI). Indeed, ads that are unique and evoke emotions tend to generate more conversions, resulting in higher financial returns. Creative advertising is not just a way to attract attention. It also offers a strategic opportunity to optimize return on investment. It enhances visibility and maximizes profitability by engaging the target audience, stimulating positive responses, and influencing purchasing decisions.

We are aware that the success of ad campaigns mostly depends on creativity. Nevertheless, increasing the effectiveness and creativity of your advertising is easier said than done. Staying on top of emerging trends and adopting innovative approaches are key to standing out in a saturated marketplace. When you invest in research and creative development, you can cultivate a sustainable competitive advantage.

The following levers and strategies will help you develop your creativity for future campaigns:

• Monitor leading companies and your competition closely to understand how they stand out. Use code-breaking brands as sources of inspiration.

• Use online ad banks as external sources to find your ideas more easily.

• Create a solid narrative for a more human and authentic advertising message.

• Use audience-generated content (UGC) in the form of testimonials, reviews and other user-generated content.

• Use the most innovative and dynamic advertising formats for greater interactivity and engagement.

You have multiple attribution models at your disposal on Meta:

These durations refer to the time following the click or view of an ad. Indeed, if someone clicks on your ad, or views it and performs a conversion action within the specified duration, then the conversion will be attributed to your ad.

For example, if you choose the “7 days click” model, any activity generated by a user within 7 days of clicking on your ad will automatically be attributed to your ad.

Nonetheless, if a user clicks on an ad and then purchase 20 days later, the sale will not be credited to the ad since it is outside the attribution model’s predefined time period.

You can also opt for the “1 day viewed” parameter, which attributes a sale to an ad viewed within 24 hours, regardless of whether the user clicked on it or not.

It is crucial for marketers to understand attribution criteria. Attribution models provide a strategic approach to analyzing and evaluating the effectiveness of various advertising campaigns, based on realistic data. By choosing these models wisely, professionals can make more informed decisions about their investments and optimize their profitability.

• What attribution criteria do you generally use to evaluate the performance of your Facebook Ads campaigns?
• How do you determine the success of an ad in terms of attribution on Facebook?
• How has understanding attribution criteria influenced your overall advertising strategy on Facebook?