The sheer volume of e-commerce ads that the average person sees day-to-day is often estimated to be in the thousands. Technology like mobile phones has made it incredibly easy for shoppers to browse and buy, and e-commerce businesses have stepped up with engaging creative and copy in their ads.
E-commerce advertising trends move quickly, with social channels now a major player in shopping, including direct purchases. Influencers play a huge role in attracting users to products and moving them to convert. And growth continues: Statista projects global retail e-commerce sales will exceed $6.4 trillion by 2029.
Here are some trends to watch and incorporate into your own e-commerce creative to drive conversions and purchases — and keep your customers coming back.
The Ad Creative That Will Transform Your E-Commerce Brand: 3 Expert Tips
There are a few key principles to keep in mind across creative, copy, and landing pages as you’re building great e-commerce ads to increase clicks and conversions.
1. Be Human
Creative e-commerce ads should focus on your end user — a human who’s looking for a product or service to make their life better in some way. Taboola research found that there’s an 18% increase in click-through rate (CTR) when ad imagery includes human close-ups. In addition, consider using hands in images to attract attention, such as a finger pointing. Less polished photos are also popular, showing real people trying on or using your products. Those offer a sense of authenticity and are well-suited to social commerce, too.
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As an example, this IKEA ad shows a comfortable, relatable scene, evoking a sense of creativity with a strong human element of kids playing.
2. Add a Time Element
The fast pace and demands of most retail and e-commerce businesses means the sales cycle should be as short as possible. More conversions in a shorter timeframe means less time spent nurturing leads, and ideally more revenue at the end of it. Figure out ways to add a time element to your creative and copy in ads, so that users are compelled to explore or buy in the moment.
In copy, you might use a parenthetical CTA, like “Find your favorite” or “Take our quiz,” which adds a sense of urgency and personal touch. Also, consider explainer headlines that help educate readers — these are native-ad-friendly and trustworthy. Likewise, including details like dates or limited offers can help nudge readers along, like in this Guitar Center ad.
3. Choose the Right Details
For eye-catching ads, make sure your copy and creative are showing, not telling. Instead of using boilerplate language or simply listing your product’s benefits, get creative in how you show off those benefits to prospects. This might include quotes from other users or buyers, such as a very short customer testimonial alongside a single catchy image in an Instagram post.
Keep in mind other trends that might help you connect with prospects, too. Online shopping live streams offer a way to show off details, and augmented reality (AR) e-commerce options let you show unique product features.
A great example of showcasing features in a memorable way is the classic “Mac vs. PC” ad campaign, which used people to stand in for the computers that Apple was selling, giving personality to its products in an entirely new way.
Key Takeaways
E-commerce advertising has always been fast-paced, but it’s now busier and more crowded than ever, so savvy digital marketers need to cut through user fatigue with timely, human ads to drive more conversions, faster. Keep track of the latest trends, like social commerce, AR, and more, and always spend time on brainstorming new and unique ways to show off your product.
Frequently Asked Questions (FAQs)
How much does it cost to advertise on e-commerce platforms?
The cost of advertising on e-commerce platforms can really vary depending on the industry you’re marketing in, the competition for those ads, and the platform you choose. Understand your total budget, then do small tests with short turnaround times to get a sense of what you can afford initially and over time. Also keep in mind the percentage model, which suggests that B2C businesses spend 7% to 12% of revenue on marketing.
What are the 4 Ps of marketing in e-commerce?
The 4 Ps of a complete marketing strategy, broadly, are Product, Price, Place, and Promotion, and these apply to e-commerce as well as other industries. In e-commerce, Product refers to the features, benefits, and design of the product or service. Price is the cost of the product, including discounts, offers, and shipping costs. Place is which channels you use to sell the products, and Promotion refers to all the strategies used to generate leads and drive conversions.
Why aren’t my e-commerce Facebook ads performing well?
Consider a few factors when you’re working to understand why e-commerce Facebook ads aren’t performing well. Look at targeting issues, ad copy, low relevance score, too small an audience, lack of optimization, Facebook guideline adherence, or insufficient budget to see where you can improve. Make sure to test every change carefully to see what works for your business.
