What element of ad creative is most likely to lead to higher click-through rates (CTR)?

Visually appealing and instantly recognizable characters or scenes from the promoted experience are most likely to lead to higher click-through rates (CTR). An ad creative's primary goal is to capture attention quickly and entice viewers to learn more. Using recognizable elements from the game, such as popular characters, iconic locations, or exciting gameplay moments, creates an immediate connection with potential players and piques their curiosity. The visual should be high-quality, eye-catching, and representative of the game's overall aesthetic. For example, an ad for a role-playing game might feature the player's favorite character in a dynamic pose, or an ad for a building game might showcase an impressive structure created by players. When viewers see something familiar and appealing, they are more likely to click on the ad to explore the game further. While compelling ad copy and clear calls to action are also important, the visual element is the first thing viewers see and is therefore crucial for driving initial interest and improving CTR.