Ecommerce mobile ad spend is surging as retailers everywhere realize the purchase-driving power of targeting users on smartphones and tablets. How can advertisers make the most of this massive mobile mindset? Facebook’s canvas ad unit is the perfect way to reach mobile audiences through a full-screen visual experience that combines the powers of images, video and carousel ads.
These ads require more that eye-catching images to drive action. Learn the strategies these top retailers use to motivate Facebook users to click on their ad and make a purchase.
Before crafting a canvas ad, test out your ad creative by running it as separate mobile ads. For example, if you’ll be featuring a video clip in your canvas ad, push that creative on its own as a video ad to see if it resonates with audiences. This technique will help you be confident that every inch of your canvas ad is fine-tuned for mobile ad success.
Before creating its canvas ad, The Gap first ran the Facebook video ad above to test its effectiveness at generating clicks. Once the video proved to capture the attention of audiences, The Gap used the same video to draw viewers into its canvas ad.
Because The Gap has proven that all the creative elements in this canvas ad have been optimized for maximum impact, its advertising team can confidently invest in pushing out this ad knowing it will drive engagement and sales.
While canvas ads can be a great vehicle for branding, advertisers who embrace direct response elements can also use this ad unit to drive valuable actions such as website visits and purchases. Make the most of these capabilities by outfitting your canvas ads with clear calls-to-action (CTAs). That way, viewers will have no question about what actions to take after viewing your canvas ad.
BarkBox’s canvas ad is designed with conversions in mind. No matter what part of the ad audiences are viewing, a consistent CTA inviting them to sign up for BarkBox is visible. The ad also consistently promotes a limited-time discount, providing a timely incentive to motivate viewers to take action.
Once viewers click through the ad, they’re taken to a landing page specifically designed to drive BarkBox sign-ups. By driving towards the same action in both the canvas ad and landing page, BarkBox ensures that viewers won’t be confused by next steps, creating a seamless conversion process for generating sign-ups.
Canvas ads allow advertisers to feature a wide variety of creative. However, that doesn’t mean that you should take a kitchen sink approach to your canvas ad. Stick to just one theme in your ad in order to avoid confusing or overwhelming your audience.
A large retailer like Macy’s has numerous products it could feature in its canvas ad. However, instead of trying to cram every item into one ad, the brand chooses to stick to one particular theme. The intro to its canvas ad above promises to feature pink, romantic spring trends.
Once users open up the ad, they’re treated to a visually-appealing canvas ad. By only featuring images that fit into this modern romance theme, Macy’s is able to more effectively drive sales because it’s only selling audiences on one particular style, instead of trying to throw every option at viewers and hoping that something sticks.