Good vs Bad Static Image Ads (SS DS)

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It’s hour 3 on Instagram and you’ve clicked 22 ads but scrolled past hundreds. So what’s the difference between an ad that makes you click and an ad that you ignore? Give me 3 minutes and I’ll show you.

And as always, thank you to our partner Superside.

Get your brand in front of 200,000+ marketers & founders.

I love video.

But there are two major advantages to static images.

1. Speed

2. Lower CPMs

It takes way longer to create video than static. And it’s also cheaper to produce.

Which means you can test at scale on a lower budget.

So today I want to break down good vs. bad static ads to help you scale your paid acquisition.

Good static ads have clear, strong, and concise messaging

You only have a snap of a second to hold attention.

So you need to immediately communicate the value proposition.

Use simple, easy-to-understand language that is memorable.

Compare Roka vs. Smith’s copy in these static ads.

One instantly communicates and evokes a reaction.

The other requires you to pay closer attention to the caption to understand.

Good static ads don’t have cluttered design

It's tempting to cram everything into one image.

But cluttered, difficult-to-read ads will not stop the scroll.

Take Three Spirit's ad—it has 7 phrases that you need to process to understand.

The meme is funny - but it takes too much mental effort to process.

In contrast, Liquid Death's ad has a clear title, listicle format, and imagery that immediately communicates what the product is.

You know where to focus your attention first, second, and third, which makes it easy to engage with the ad.

Good static ads use eye-catching visuals that are bright, bold, and familiar

Spindrift's stock image is unlikely to stand out in a user's feed.

But Poppi's vibrant image pops off the screen and demands attention.

And for copy, bold statics that use concrete, specific claims are more effective than vague statements.

For example, an ad that states "2x more" is more compelling than one that says, "less frills, more power."

Good static ads inspire conversion

Catalog ads are one of the best static creative formats on Meta for driving direct conversions.

To take your catalog ads to the next level, you can use tools like Marpipe that allow you to combine product imagery, product features, benefits, and clear offers within the catalog itself.

So let’s turn this into action.

The goal is to refine your ads until you find winning combinations that can become evergreen, bread-and-butter ads.

Speed is essential.

For paid campaign strategy, we’re typically testing between 50 to 100 static ads per week.

So we need designers that know what they’re doing.

Aka - people who know how to stop the scroll.

So maybe you have someone experienced in-house (not something we see often). But most times, we’re partnering with Superside.

They:

• Know how to stop the scroll.

• Turn around 50 - 100 variations weekly.

• Require significantly less input than managing an internal team.

At the end of the day, creative is the winning variable in the content game.

So understanding these elements of good vs bad static images is a non-negotiable to creating winning ads.

In partnership with Superside

The Key to Marketing Examined’s Growth in the Past 12 Months

Over the last year, we’ve transformed from primarily text-based media on Twitter and newsletter to visual first formats.

A picture says 1000 words, right?

100% right.

We’ve expanded to Instagram, YouTube, podcast, and it has transformed our content game.

And our sales pipeline? Well, we’re building marketing strategy for some of my favorite brands in the world.

All because video brought them to the table.

But even though pumping out video and visual imagery has paid dividends, it isn’t easy.

You need:

• Thumbnails

• Cover photos

• Banners

• Static ads

• Video ads

• Short-form video

• Long-form video

And all the details in between.

Which is why we work with Superside.

Just check out this page to see the portfolio of work we’ve created together.

And starting next month, you’re going to see a behind-the-scenes YouTube show of some of our favorite projects that Superside helped us create.