Start by considering your tone of voice, which can simply be a reflection of your business’s personality. Is it funny? All business? Adventurous? The more authentic you are, the more effective your ads are likely to be.
Understand your target audience.
Speak directly to their motivations or address the barriers preventing them from becoming your customers. Consider having different versions of creative for different audiences to ensure you are speaking to what motivates each group.
Define your theme.
Figure out what you want your audience to take away from your ad. Think about a theme or concept that will tie your ads together and make you stand out. The theme can be a concept, idea or even a visual theme to create consistency among all of your ads.