What are you promoting with this advertisement? Keep that in mind throughout the advertising strategy.
Think of the many ways in which you can highlight your story. How can you get users interested to learn more? How will they act?
Who are you sending this advertisement to? Targeting is key in digital advertising. In many cases, casting the widest net possible doesn't garner the best results. Know your audience before you begin digital advertising.
Execute the digital advertisement and begin tracking the analytics. Think of what your audience for this advertisement was. Hone in on the key elements of the performance so that you have more insight next time.