Make sure your digital ad reflects what you want viewers to do. Think of it this way: When you reach out, you’re trying to change what people do. Maybe you want them to remember your name. Or maybe you want them to take action: click over to your website or Facebook page, buy a ticket online, or email you with questions.
If you’re spending money online, don’t waste it by being vague. A branding ad can be great … if what you’re interested in is keeping your business in front of viewers. But if what you really want is to sell more of your best product, say so. You’ve got a few seconds to snag a viewer’s attention. Make them count.