How to make your ads more compelling online
Making your ads make you more relevant to your target audience will be key to getting them to click on your ads, according to a report by the advertising industry’s official trade body.
In a survey of 1,000 advertisers by adtech agency E-Marketer, it was found that 70 per cent of those who used ads on social media said that they had “improved their click-through rate” (CTR) compared to a year earlier.
“You’re getting more traffic from those people because they’re not clicking on your Facebook page, so they’re clicking on the link,” said E-Market’s Adtech Analyst Mark Bierut.
“So they are going to click that link more often.”
The survey also found that a third of those surveyed said that a large proportion of their clicks were made on social networks like Facebook, Instagram and Twitter.
The adtech industry has been increasingly focusing on improving CTRs, particularly as the technology improves.
However, it’s not just the amount of clicks that is changing.
Adtech industry executives are also concerned that there are many different types of ad formats and that the average ad is no longer optimized to appeal to each user’s specific needs.
“If you’re using the same type of ad format on different social platforms, there’s going to be a lot of variability,” said Mark Biersut.
While Facebook and Instagram are likely the most common ad formats on social, other social networks are also growing in popularity, such as Snapchat, Viber, Vine, Google Plus and Instagram Stories.
And it’s unlikely that people will continue to subscribe to the same ad formats for as long as they do today.
“It’s hard to keep up with all the different ad formats because the ad formats are changing so fast,” said Bieruts.
“There’s so many different ad platforms that people don’t really understand.
So they’re spending a lot more time on social.”
The research also found the average CTRs of users on different platforms increased by more than 10 per cent on average over the past year.
But that didn’t translate into higher conversions, as people are less likely to spend money on ads if they’re “no longer relevant”, said Biersuts.
But even if the average click-to-buy rate of users drops, the industry is worried about the future of the medium.
“Facebook has really been a game changer in terms of how much money they’ve made,” said Adtech analyst Jason Miller.
“But there are some really big questions that have to be answered, particularly on the social side, about whether they can keep that up.”
People are spending more on ads and more of it is going to the wrong people.
“For instance, Facebook recently announced that it would be introducing a new way to make users’ posts “follow” other users in order to make them more relevant.
This change was criticised by some advertisers, who saw it as a way to get more people to click their ads.”
So that’s where the advertising business needs to be looking.””
They’re also concerned about how it might affect their ad sales.
So that’s where the advertising business needs to be looking.”
Adtech companies like Bierutz say that Facebook has made the right call.
“The social side is a much better fit for a lot the social platforms,” he said.
“So Facebook is making a very important decision to be very inclusive in terms as to who is in the ad space and who isn’t.”
We’re going to see more of this kind of experimentation happening in the social space.
“And if Facebook can keep people interested in their ads, it could be a very profitable business for the company in the future.