Build Better Creative for Your Performance Marketing

May 26, 2022
Ad Tech (1)

All About Conversion

Traditional creative might be catchy, but performance creative converts. Your ad creative has the power to generate awareness, engagement, and leads when done with the right copy and creative execution. But as we know — every ad has a different level of effectiveness — doing it right can be harder than it looks. Luckily, there are a few tried and true steps you can take to maximize outcomes and to learn what works and what doesn’t.

Test! Test! Test!

Testing is key to finding the recipe that drives the right response. Because we’re talking performance creative, emphasis on the creative, experimentation is critical here. You’re expected to try new things, make iterations and evolve your process. If one asset fails, that doesn’t mean it’s a failure. It takes at least 15 to 20 attempts to define what is working and why. Then, iterate from there!

Here are a few tips on having better ad creative for digital marketing in paid media.

Focus on Your Audience Needs

Who are you selling to? When you know your audience and what they need, that changes how you communicate to them and how likely they are to respond. When an audience feels heard and seen, they’re more likely to click, pick up, or purchase your offering. When you better understand who the prospect is, you can tailor your creative assets to speak to what they want, encourage them to engage, and build the trust and loyalty that is critical for any leading brand.

There are several ways to conduct market research into your target audience. Here are a few: review current data and analytics, look to previous success and customer satisfaction, conduct surveys, keep an eye on your competitors, monitor audience feedback and engagement, and create buyer personas. What’s that, you ask? Scroll for the next tip.

Create Buyer Personas

A buyer persona is fictional but based on a real-life human with real-life needs, desires, challenges, and fears. You will want to outline all those details and nuances to find out what makes them tick, pains, gains, and motivators to understand what makes them convert! As opposed to assuming and generalizing a target audience, you’ll be able to identify the right customer clearly and precisely for your offering to know how to build the best ad creative for them. How to make one? Look for trends in leads on how they find and consume your service. Use form fields on your website to specify discrepancies among leads like their company size or their place of residence. Consider different feedback among team members to see if they can generalize the prospect they interact with. Lastly, interview customers and prospects to discover what they like and don’t like about your product or service.

Create a Content Site Map

A content site map is instrumental in strategically planning out the content that best supports the customer’s journey along the way. Every piece of content should be intentionally connected to every step in the customer’s journey. This will help you deliver on the customer’s needs, at each point of engagement, to help them progress down the funnel.

Content map data can be integrated with almost every content marketing platform, enabling simple reports and filtering abilities. Content maps are great ways to guide the customer through the buyer journey and test and optimize results to see where customers are most engaged. This also helps with market research and refining your digital marketing strategies as it enhances the customer’s needs, goals, and objections.


Building the right creative for performance marketing is a fun and simple way to navigate the customer journey. There are several ways to find out more about your customer or prospect and what drives them to buy. Don’t be overwhelmed by the steps; just take it one step at a time and keep testing! For more on building the right creative for your campaigns, reach out for a creative assessment and more tips and tricks.

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