Dimension 8 of 8 • Trust
Brand & Trust Signals
How much trust the creative carries with a first-time buyer. The Adverdly Method weighs three sub-signals: brand consistency (does it look like the rest of the brand), production quality (does the polish match the price point), and explicit trust markers (guarantees, reviews, press mentions, certifications).
What are trust signals in an ad?
Anything in the creative that reduces the viewer's risk of buying. Guarantees (30-day returns), reviews (4.8 from 12,000), press mentions (As seen in WSJ), certifications (FDA-approved, dermatologist-tested), and consistency with the brand's other surfaces (the website, packaging, organic social). Cold-traffic creative usually needs at least two of these explicit trust markers.
How does production quality affect the trust score?
It affects the trust score when it does not match the price point. A $9 product can carry a UGC, lo-fi creative because the viewer does not expect studio production at that price. A $400 product with the same lo-fi aesthetic reads as untrustworthy because the polish does not match the cost. The score reflects the mismatch, not an absolute production standard.
Do I need trust signals if I am running retargeting?
Less so. Retargeting audiences have already signalled some trust by visiting the site. Their decision-blocker is usually price, urgency, or the specific objection that stopped them last time. Use the trust score as a guide for cold-traffic creative; on retargeting, lean into offer and urgency.
Scores high
Polished enough for the price point. Trust signals visible: guarantee, reviews, press mentions.
Scores low
Cheap-looking creative selling a premium product. No trust signals for cold audiences.
How to improve brand & trust signals
- 01Add at least two trust markers visible inside the frame for cold-traffic creative.
- 02Match production polish to the price point; lo-fi only works at lo-fi prices.
- 03Reuse brand colours, type, and product photography from the website so the ad feels continuous.
- 04Replace generic guarantees ('high quality') with specific ones (30-day returns, free shipping).