Online Marketing – Getting it Right: What?

Where, How and What: Evolve Marketing’s guide to online media advertising

Part Three: What do I advertise with?

As we learnt in Part One and Two, different platforms require different content tailored to their respective audiences. To ensure your ad is seen by the right users, on the right platform, here’s our breakdown on how to make the right content appealing for the right platform.


Video is fast becoming the most popular form of content on the internet. According to Wordstream, over half of marketing professionals believe video marketing presents the most return on investment, and 64 percent of consumers have made a purchase after watching a video on social media.

At Evolve, we recommend our clients produce high quality videos, suited to digital formats to truly optimise their digital advertising spend. With the popularity of video, standing out from the crowd is important. We draw on our network of skilled videographers to showcase stories about the brand, rather than its products or services. This way, the ad audience engages with content that matches their interests.

One fifth of viewers will click away from a video in the first 10 seconds, so ensuring you make the most of those first seconds is vital. At Evolve, we hero our clients’ message, ensuring we captivate audiences within those first 10 seconds to ensure thorough engagement.

This content is most suited to:

  • YouTube
  • Facebook
  • Instagram stories
  • Linkedin

For example, check out this video we created for our client, Simon National Carriers.


In the age of Instagram, attention-grabbing images are more important than ever. Composition, definition, arrangement and lighting all contribute to an effective ad placement that makes your audience stop in their ‘scrolling’ tracks.

Platforms like Instagram and Facebook favour visual content over written content and at Evolve, our senior graphic designer knows just how to create eye-catching visual content. While a beautiful image is definitely going to look amazing on someone’s feed, it means nothing if your audience doesn’t engage with your content, especially with an advertising spend behind it. To ensure adequate ROI, ensure your image doesn’t just look good, it is relevant to your audience and they relate to it.

This content is most suited to:

  • Instagram
  • Facebook

Image Example – Spencil’s Colouring Competition
















While image and video may be the content of choice for some of digital’s most popular ad platforms like Facebook and Instagram, writing engaging text is still important for platforms like Google and Linkedin.

At Evolve, just like with video, we’re all about the story. To truly engage your audience, ad copy needs emotion and a compelling story that’s easy to follow. Emotional triggers are proven to be more effective than sales speak, so include appeals to your audience’s emotions. Better yet, acknowledge their problem and tell them how you’ll solve it in the first few lines.

Further, our expert copywriters know it’s more important to talk about benefits over features. Not only telling your audience how you’ll solve their problem, but how your brand will improve their lives over what your product/services can do. Humanising your language allows your audience to connect with your brand, and makes them more likely to click through.

This content is most suited to:

  • Linkedin
  • Google Ads
  • As an accompaniment to any good video or image ad

Text Example – Circusrio Google Ad








At Evolve, we always ensure to include a call to action in every piece of content. One clear, concise, consistent call to action ensures your ad is memorable.

So there’s our breakdown of the most effective ways to execute video, image and text content. While there are a lot more tips we could share, these are the fundamentals that every brand should have under their belt. The most important thing to remember is that every brand, product and piece of content is different.

Content and effective advertising placement work hand in hand – if you have amazing video without the right targeting, your incredible content isn’t going to get you a good ROI because you aren’t reaching the right people. Similarly, if you have detailed, impeccable targeting without engaging content that allows your audience to relate, your advertising spend is wasted.

We are experts in creating engaging content to accompany our client’s digital advertising spend to ensure optimal ROI and meet your business objectives. In this series, we covered the where, how and what of digital advertising, but we’ve just brushed the surface. Talk to us today about how we can establish an ad campaign that meets your goals, with stand out creative and ongoing optimisation.

Let us help you craft a standout brand through digital advertising today.