Make the ad bigger or smaller ?
The big ad
In order to attract more clicks it seems logical a bigger ad should do the job.
Simple: more surface – more striking.
However a bigger ad indicates more money being spend on advertising. Advertising expenses need to be calculated into the sales price. The price the customer pays for.
Some people will avoid products with the bigger ads just for that.
The small ad
A smaller ad might not be as impressive and overwhelming, but could eventually generate more clicks as it:
- can generate more sympathy as the underdog
- will deter less people
- can state the message more accurately using fewer words
- will only focus on the important items
As smaller ads are less costly to place hence more ad space locations can be bought for the same budget.
More ad placements will get more eyeballs which should normally lead to more leads.
Not money – creativity is required
Spending money on a bigger ad is just too simple.
The better investment to make is in your creativity. More creativity should bring an attention capturing headline and a better message. However this creativity will take more time and effort due to more iteration.
Making the ad bigger will not always generate more interests and leads than the smaller ad.
And as with all marketing efforts: test and measure.
Has your company big or small ads ?
