5 Ad Types That Convert More Than Any Other

There are several variables which contribute to how and why an ad converts. Conversion success depends on who you’re targeting, what your conversion goal is, which channel you’re advertising on and whether or not your campaign is optimised for mobile.

 

Whether it be to build brand awareness, generate leads or build thought leadership, different ad types serve all different purposes.

 

So, if your objective is to drive conversions, here are some of the best ad types to utilise.

 

Search ads

 

Otherwise known as pay per click (PPC) ads, search ads appear as results in search engines and rely on keywords to be targeted to the right target audience. Search ads provide a short funnel to conversion for customers and therefore a high conversion rate for advertisers. Search ads are particularly successful at converting because they allow brands to offer a direct solution to what their customers are searching for.

 

Facebook link ads

 

Social ads are particularly effective in driving conversions because they have the ability to target a select audience according to interests, demographics and online behaviours. Of the many social ad types, Facebook link ads are highly effective for driving conversions. This ad type provides a call to action button within the ad to help drive conversions.

 

Product videos

 

In recent years video has exploded online. It has become a highly important content source for millennials in particular, as well as other age groups. One-third of all online activity is now spent watching videos, with the largest demographic between the ages of 25 and 34. It’s not surprising that advertisers are flocking to this content type to boost conversions. Despite the growing importance of online video, not all videos are effective at driving conversions. Social product video ads are particularly effective in driving conversions when targeted to the right audience. Product videos can be instructional or simply provide a product description.

 

Instagram ‘shop now’ ads

 

Instagram now hosts 200 million daily users, a figure which has doubled since October 2016. The app has become an important platform for advertisers, and with the addition of the ‘shop now’ button, Instagram is now helping brands drive direct conversions. The ‘shop now’ button appears below a brand’s image on the app and gives viewers the option to make instant purchases.

 

‘Above the fold’ banner ads

 

In the past, banner ads have been given a bad wrap for low click through and conversion rates, however when executed in the right way, banner ads can play a crucial role in customer conversion. The rise of data in the advertising world has influenced a resurgence of display ads. Coupled with retargeting, display advertising is a very powerful strategy for driving conversions. Retargeting allows advertisers to target potential customers who have already shown interest in converting. Whether it be by visiting your website or interacting with a previous ad campaign, banner ads are becoming increasingly important in the later stages of the customer conversion journey. Banners placed above the fold and appropriately sized and executed for mobile perform the best.

 

Improving your conversion rate can be best achieved by combining a number of different advertising formats to target customers at each stage of the sales funnel. Regardless of the selected ad type, the most successful ad campaign will always be one that has a clear objective, is highly targeted, data driven and prioritised for mobile.

 

Want to boost your conversion rate? Talk to a Flight Digital professional today to find out which ad strategy is best for your brand.