Highlight

A highlight is a visual or textual element in an ad creative designed to grab and hold attention quickly. It can be a bright color, a bold or underlined phrase, a noticeable button, a frame, an arrow, or any other detail that stands out from the rest of the content.

In traffic arbitrage, highlights are actively used to increase CTR. They emphasize the key benefits of the offer and encourage the user to take action. Highlights also help guide user attention by focusing it on the most essential parts of the message.

How highlights work in arbitrage: where they are used and why they matter

Highlights are most commonly used in teaser ads, push notifications, and creatives for Facebook and TikTok. They strengthen the offer's presentation, help deliver the message quickly, and make the ad stand out among competitors. A highlight can be:

• a price, discount, or limited-time offer;
• a Unique Selling Proposition ("200% Bonus," "Only three spots left");
• a pain point or problem ("No approvals? Here's what to do…");
• a button or click zone.

It's important not to overdo it with highlights. Most users dislike too many flashy calls to action. When they feel pressured, they stop responding positively to ads.

How to use highlights effectively in traffic arbitrage

A creative should have one clear highlight. It should drive the user toward action. Ideally, emphasize what really matters: a bonus, deadline, price, or call-to-action. Contrasting colors, bold texts, gradients or frames catch attention. "Human" techniques also work well (arrows, handwritten underlines, yellow markers).