KISS – Keep it simple stupid / AdParlour

For those that have sat through a school lecture or have spent many years in the industry you are undoubtedly familiar with this Ogilvy adopted phrase and the impact these four words have had on the creative and advertising community. Unfortunately, as human nature has demonstrated over and over through complicated and unsuccessful campaigns – “keeping it simple” is quite a challenge.

Function vs. Design is a classic topic that most companies and teams must work through – designers strive to create a canvas while marketers must adhere to what converts and ultimately drives revenue. A classic example can be found in the early 2000’s – while flash allowed designers to produce amazing and awe inspiring creative designs, in many cases the images were not SEO friendly – leading to higher bounce rates and lower conversions. As time progressed and familiarity with these methods grew, new techniques and strategies emerged producing a more interactive and optimized user experience.

Is Simple the new black?

As Facebook recently announced – the company is making efforts to simplify its ad products and provide a more objective focused advertising model. By trimming the complexities of onboarding and optimization, Facebook is positioning itself to appeal to large and small businesses alike – providing a truly interactive environment for these brands to build creative that promotes engagement with their personal communities.

Creative best practices should always focus on the importance of producing ads and copy that not only piques the interest of a brand’s target audience but also encourages them to interact and complete an action. This is clearly evident when looking at Facebook’s mobile app install ads. During a recent campaign, we saw an 8% lower CPA utilizing custom creatives and managing separate campaigns to leverage the full breadth of Facebook’s unique targeting capabilities.

Creativity clearly matters regardless of whether a brand is targeting their audience within a desktop environment or on a mobile device – so we’ve put together this additional list of tips and guidelines to help guide your efforts.

– See more at: http://adparlor.com/kiss-keep-it-simple-stupid/#sthash.3gKkwqTx.dpuf