Sail The 7 “C’s” of Digital Advertising

Your digital advertisements may be consistent with your vision, but customers are tricky. Not every person scrolling by your digital ad is going to click on it just because it’s eye-catching. Your digital ads need to draw users in and get them to click and follow through your sales funnel. Sail these 7 C’s and you will generate more marketing leads and turn those leads into sales. If you think your digital ads could use a bit of a boost, these are the things you need to be focused on. Let’s get right to it.


Does your ad feature a call-to-action (CTA)? If not, you may be letting your users scroll right on by. By promoting a single CTA that is engineered to attract users’ attention, you can clearly and directly guide them. Steer away from putting more than one or two CTAs in your ad as it will only make the process seem more effortful or confusing. An eye-catching CTA that’s quick, attractive, and easy for users can provide a significant boost to the number of customers who are led directly to the bottom of your sales funnel.


Where have you placed your ad? Where are the users who are seeing it coming from? Where will clicking on the ad lead them to? Does your ad and the page it leads to match customers expectations? An inconsistent user experience can dissuade potential customers from following through to make the conversion you want them to. If your audience already has extensive knowledge of your business and platform, it may not be as necessary to focus on the context of your ad. Identify the potential opportunities for customers to be deterred from clicking on your ad and where else they may choose to click instead.


Your ad should never be a mystery. A confused customer won’t make your desired conversions. Your ad needs to be clear on what will happen once users click on its link. Where will it lead them? What exactly are they signing on for? Digital distrust prevents many digital ads from ever generating leads, so be clear with your customers to ease some of that distrust. Without having to make them read too much, inform users of exactly what your ads’ intentions are and why they can trust you.


All the copy you can fit in your digital ad should be directing customers toward the desired conversions. Limit distractions from the behaviour you desire by making the language you are putting on your customers’ screens as encouraging as possible. Do your best to use phrasing that is positive and supportive of your CTA.


If you were in your potential customers’ shoes, would you trust your business from just looking at your ad? Do your potential customers have reason to believe that you can deliver on your promises? If you can feature symbols of credibility, certifications, or impressive and eye-catching statistics, you can make your ad and your business seem much more trustworthy to potential customers.


If you are still deciding how best to fit and format your copy to promote conversions, remember this principle: positive messaging nearby the desired click region promotes clicking. The language on your ad should always be conversion-focused, but both the label on your CTA button and the words nearest it should all be your most encouraging and supportive language. Think about the visual hierarchy of your ads, the journey users’ eyes follow when they look at your ad. When users’ eyes reach your CTA, they will consider clicking if the button is surrounded by conversion-positive language.


Once your users have clicked on your ad, do they know they’ve completed the intended action? Are they being directed to your next desired conversion and the next part of their customer journey? Ensure that your landing page is clear and that it rewards customers for clicking in some way. Never forget to thank them for clicking through!

Thank you for reading! Utilize these principles to give your ads the boost they need. If you’re feeling lost, just remember how to sail the 7 C’s of digital ads.