Digital Ad Best Practices

Digital Ad Formats

Upper Funnel Campaigns – Awareness & Consideration
- Ad Format: Video & Animated HTML5
- # of Executions: Three or more
Lower Funnel Campaigns – Call to Action (Completed RFIs, RSVPs, Donations)
- Ad Format: Static Banners, Single Image, Carousel, Text # of Executions: Five +
  - Important to have multiple executions given drop in performance that occurs after multiple exposures. More is better!

Have a minimum of ten ads per fiscal year so ads can be optimized every two months
- Meta data shows that after four repeated exposures, on average there is a 60% drop in conversions
Make sure ads are mobile friendly
Use effective landing pages that have a design and message consistent with ad, have an easy to complete form, are mobile-friendly, and have an enticing CTA

Use action-oriented text in headlines
Have a different headline for each ad
Use short and sweet copy that establishes urgency and serves as a teaser to make users want to know more about program/event/etc.
Content should educate and inform
Lower funnel ads should have a call to action (learn more, RSVP, donate)
Ensure headlines and descriptions incorporate the following themes to make ads meaningful and engaging for the target
- Outcomes
- Program key benefits and selling points
- Offers/incentives
- Location benefits
- Changes/updates to program
- Social Proof

Have multiple images (8 to 10) available so that each ad has a different visual
Use minimal text on images
Use people in visuals and ensure visuals include the diversity of USF’s students so our target feels they are represented in the advertising
Show campus visuals and classroom shots to show the USF experience
Use video ads when available – video ads have higher engagement and get more clicks
Incorporate user-generated content (UGC) video ads to help manage costs and be more appealing to younger demographics (Gen Z, younger Millennials)
Ensure the brand call out is in first :03 to :05 of video ads
Develop shorter videos - :15 or :20 preferred; :30 max