Best Practices for Ad Optimisation by Bestever’s Ad Experts

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“Ad creative optimization isn’t just about tweaking headlines or colors,” says Apoorva Govind, Founder of Bestever. “It’s about aligning every element of your ad with a clear, compelling narrative that drives action.”

In this article, we’ll explore the critical mistakes marketers make in ad optimization, the essential steps to elevate your creative strategy, and why the right tools, like those from Bestever, are indispensable for achieving higher ROI in 2024.

Why Most Marketers Fail at Ad Creative Optimization

1. They Obsess Over the Wrong Metrics

Ask any marketer about ad optimization, and they’ll likely rattle off a list of metrics: click-through rates (CTR), impressions, engagement rates. While these numbers are useful, they don’t always correlate with conversions or ROI.

“High CTR doesn’t mean high ROI,” says Mark Rivera, Marketing Manager, Bestever. “Marketers can get lost chasing vanity metrics that don’t translate into meaningful outcomes like sales or leads.”

Focusing on metrics like conversion rates and customer lifetime value (CLV) gives a more accurate picture of ad performance. It’s not about how many people click—it’s about how many people act.

2. They Treat Optimization as a One-Time Fix

Ad creative optimization is not a “set it and forget it” process. Many marketers make the mistake of launching campaigns, tweaking a few elements, and then walking away.

But consumer behavior evolves rapidly, and so should your ads. Optimizing creatives requires continuous testing, learning, and adapting.

“Optimization is iterative,” explains Rivera. “What worked last quarter may fail today. Without constant testing, you’re flying blind.”

3. They Ignore the Power of Emotional Resonance

In a rush to perfect targeting and technical elements, marketers often overlook the emotional impact of their creative. But ads that spark curiosity, joy, or even frustration are far more likely to drive action than those that merely inform.

Apoorva Govind emphasizes:
“Data can guide your strategy, but emotion seals the deal. If your ad doesn’t make people feel something, no amount of optimization will save it.”

The Essentials of Ad Creative Optimization for Higher ROI

1. Understand Your Audience Beyond the Obvious

True optimization starts with deep audience insights. Go beyond surface-level demographics and uncover what truly motivates your audience to act. What problems are they trying to solve? What emotions drive their decision-making?

For example, an ad for a fitness app might perform better if it focuses on confidence and self-improvement rather than just weight loss.

Use tools like Bestever’s Ad Analysis to identify not just who your audience is, but why they convert.

2. Nail the Basics First

Before diving into advanced optimization techniques, ensure that the fundamentals of your ad creative are solid:

• Compelling Headlines: Grab attention immediately.
• Clear Call-to-Actions (CTAs): Make the next step obvious.
• Eye-Catching Visuals: Stop the scroll.

“If your ad doesn’t pass the five-second test, it’s already failed,” says Govind.

3. A/B Test Continuously

Testing is the cornerstone of ad optimization. Experiment with everything from copy and visuals to CTA placement and tone. Even small changes can have a massive impact on performance.

Bestever’s Ad Assistant makes it easy to run A/B tests, track performance, and identify which variations resonate most with your audience.

4. Focus on Mobile-First Optimization

With over half of web traffic coming from mobile devices, designing ads with mobile users in mind is non-negotiable. This includes fast load times, responsive visuals, and CTAs that are easy to tap.

“Mobile optimization isn’t just a best practice—it’s the bare minimum in 2024,” warns Rivera.

5. Incorporate Social Proof

Incorporating testimonials, reviews, and trust badges into your ad creative can significantly boost conversions. Social proof reduces hesitation and builds trust with your audience.

Govind advises:
“People trust other people. Use your happy customers as your strongest advocates.”

How Bestever Can Help You Optimize Ads

Ad creative optimization is complex, but it doesn’t have to be overwhelming. Bestever’s suite of tools simplifies the process, providing actionable insights and real-time data to improve performance.

1. Audience Insight Analyzer

This tool goes beyond demographics to uncover what motivates your audience, ensuring that your creative speaks directly to their needs and desires.

2. Ad Testing Suite

Bestever’s testing platform allows you to A/B test multiple ad variations effortlessly, so you can pinpoint what works and what doesn’t.

3. Real-Time Performance Dashboard

Track your ad performance in real-time with Bestever’s dashboard, which provides detailed insights into metrics that matter—like ROI and conversion rates.

“With Bestever, optimization becomes a streamlined process,” says Govind. “You’re not just guessing—you’re making data-driven decisions that improve results.”

Common Myths About Ad Creative Optimization

Myth #1: It’s All About Targeting

Targeting is important, but even the most precisely targeted ad will fail if the creative doesn’t resonate. The message matters as much—if not more—than the audience.

Myth #2: Optimization Is Just Technical Tweaks

Adjusting keywords and refining bids are part of optimization, but the creative itself is the true driver of performance. A poorly designed ad won’t succeed, no matter how well it’s targeted.

Myth #3: Success Means Never Touching It Again

Even high-performing ads have a shelf life. Continuous testing and iteration are essential to maintaining success over time.

Ad Optimization in Action: A Case Study

A leading e-commerce brand partnered with Bestever to optimize their ad campaigns. Initially, the client focused heavily on audience segmentation, but their ads weren’t converting as expected.

Using Bestever’s tools, they shifted their focus to creative optimization. Through A/B testing, they discovered:

• Ads with emotional storytelling outperformed product-focused ads by 35%.
• Simplified CTAs increased conversions by 22%.
• Incorporating user testimonials boosted trust and led to a 15% decrease in bounce rates.

The result? A 40% increase in ROI within three months.

Takeaway: Stop Settling for Mediocre Ads

Ad creative optimization isn’t just a buzzword—it’s a powerful strategy that can make or break your marketing campaigns. But it requires more than tweaking a headline or swapping out images.

To truly maximize ROI in 2024, you need to:

• Focus on what resonates emotionally with your audience.
• Continuously test and refine your creative.
• Leverage tools like Bestever’s platform to gain actionable insights.

As Rivera aptly puts it:
“Optimization isn’t just about better ads—it’s about smarter marketing. When you combine creativity with data, the results speak for themselves.”

Book a demo with Bestever to optimise your ads today. 

FAQs

1. What is ad creative optimization?

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Ad creative optimization is the process of improving ad elements—like visuals, copy, and CTAs—to increase engagement, conversions, and ROI.

2. Why do most marketers fail at ad optimization?

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Many marketers focus on vanity metrics, treat optimization as a one-time task, and ignore the emotional impact of their creative.

3. How can Bestever help me optimize my ads?

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Bestever provides tools like the Audience Insight Analyzer, Ad Testing Suite, and Real-Time Performance Dashboard to simplify and enhance your optimization efforts.

4. What’s the most critical aspect of ad optimization?

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Emotional resonance. Ads that connect with audiences on an emotional level are more likely to convert.

5. Why is A/B testing important in optimization?

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A/B testing allows you to experiment with different variations of your ads, helping you identify what works best for your audience.