Ally Senior Paid Media Executive 09 January, 2025 • Reading time: 4 minutes Data-Backed Creative Tips for Paid Ads in 2025 Launching impactful paid media campaigns that cut through the highly competitive landscape can be challenging, particularly in the charity and non-profit sector. Using paid ads with effective creative is integral in order to reach and engage your target audience. Here we explore new data supported tips, shared by LinkedIn, in order to create meaningful paid ads to help charities stand out and achieve their organisational goals. Analytics Digital Strategy Trends
LinkedIn’s New Data Based Recommendations for Creative In LinkedIn’s B2B Benchmark Report, 90% of Chief Marketing Officers advocate for bolder, more creative marketing campaigns, highlighting the challenge of creating impactful, memorable creatives that resonate with target audiences. This push for innovative paid media strategies is reshaping how organisations should approach their paid ads. To help, LinkedIn recently released these creative tips to make this process more effective. 1. Context Awareness Craft ads that align with the environment in which they appear, considering cultural nuances, delivery platforms, and audience mindsets. For example, ensuring that positive climate imagery promoting nature-based solutions exclude plastics or unrealistic AI elements. This is an aspect of creative development which can be often overlooked, due to time and budget constraints, but is a crucial aspect of the marketing funnel. 2. Make an Impact Use striking visuals, bold contrasts, and dynamic elements to stand out, particularly through vertical mobile formats, which boost engagement by 31%. An important thing to note is that budget, timing, and scale can have a large impact on creative output, which places a large emphasis on creating eye-catching and interesting content in order to engage viewers amongst other creatives. Using templates of striking visuals to easily adapt high performing content may help counter these challenges. 3. Distinctiveness Aim to be uniquely memorable rather than merely different from competitors, addressing the issue that 81% of campaigns fail to capture attention or enhance brand recall. This can be accomplished by tailoring your creatives to align with the motivations and interests of your target audience in order to ensure their attention is captured.
4. Consistency Maintain a unified brand identity across all channels and stages of the marketing funnel, which can increase profitability by over 20%. This can easily be done by ensuring that brand guidelines are created and adhered to consistently across different marketing channels to maintain a holistic, strong, and recognisable brand identity. 5. Emotion Leverage shared human experiences to evoke emotional responses, with humorous content shown to generate 65% more engagement on LinkedIn. This is often seen on platforms such as Tik Tok, however to see the data released by LinkedIn as it relates to B2B marketing is quite intriguing as it is less frequently seen in this space. Depending on the nature of your brand, there may be room for experimentation in this area in the future amongst not-for-profit organisations.
6. Value First Offer valuable, authentic content before making asks, as 85% of business leaders respect brands with disruptive, industry-changing stances. 7. Experimentation Marketers are encouraged to test strategies with organic content, scale successful ones through paid promotion, and continuously refine their approach to discover what resonates best. Paid Media Creative: Key Insights and Recommendations The main insights and takeaways to implement are: Invest in creative: Time and budget constraints can have a large impact on your creative output. Investing in these areas can provide a large boost in creative development to create eye-catching content, which resonates with your target audiences, and ensures that your paid ads align with the criteria referenced in this article. Be contextually aware: We recommend building context awareness, which can be easily overlooked in paid ad creation, despite being the primary aspect of the marketing funnel. Tailor your creatives to fit your target audience: Identify the specific motivations and values of your audience, and tailor your creative to these, in order to attract attention, encourage engagement and ultimately deliver on your organisational objectives. Need more creative tips for paid media? Take a look at Empower’s guide to paid campaign development. Get in touch with the Empower team if you would like to explore optimising your paid ad creatives to engage your audience and maximise results.
