When I sit down to create an ad, I think about one thing; how can I make it as easy as possible for the audience to click through and get to my desired destination?

The issue I come across with many ads I see is that I have to think about what they’re offering. I’m in marketing, so I make an effort to study ads that I come across. But the average person is trying to evade ads online. They use ad blockers, or swipe quickly across any ad they find. So, how can you expect the average person to make the effort to spend time to figure out an ad?

This is why social media ads need to be simple, clear and concise. Within seconds, a person should be able to understand – roughly – what your offer is on your ad. Be clear with your language so that you can cast a wider net over different language proficiencies. Use simple words. Use fewer words. The first sentence that a person sees on the image of your ad should catch their attention and pique their interest depending on whether they’re interested in what you’re offering or not. Then, explain what they’ll get if they do what you want them to do; submit a form or click on a link.

Remember that you want to make it as easy for the viewer to understand your ad and click through. Base your entire add off that. Even if it means more work for you.

Good design also plays a huge part in keeping your ad easy to use for your audience. Use colours and buttons on your image or video to attract the eye to where you need it to go. Use attractive and high resolution photos and videos. Use the fewest amount of words on your image or video to get your point across, then elaborate in the description.

The reason why so many ads are hard for the user to understand is that the creator doesn’t truly empathize with the user and make it as easy as possible for them to understand. But the ones that are easy to use takes effort and time to craft. This is why it gives me joy when I come across an ad that’s simple and easy for me to grasp.

At the end of the day, the more interest you get on your ad, the more successful it is. So, keep it as simple and to-the-point as you can. After finishing the first draft of your ad, look at it from the perspective of a person who came across it for the first time. Is it simple to understand? If so, hit the “Publish” button.