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The future looks bright for eCommerce advertising. According to eMarketer, global B2C eCommerce sales will increase by 20.1% this year to reach $1.500 trillion, spurred by the adoption of mobile devices in emerging markets, the proliferation of online payment options, and more sophisticated shipping methods. Similarly, eMarketer’s US Retail eCommerce Sales Growth by Product Categories chart displays healthy (12-15% YOY) increases in 2015, especially in the books/music/video, apparel & accessories, toys & hobby, furniture & home furnishings verticals. As direct response advertising continues to claim a majority of digital ad dollars, the importance of aligning advanced targeting methods with creative becomes even more crucial.
On Facebook mobile, news feed (a lovely method of native advertising) is the name of the game. On desktop, you can also pick to display your ads on the Right Hand Side (RHS). While RHS ads are clustered together, Facebook is working on an update — rolling out later in the summer — to make this ad unit the same size as the news feed so advertisers can use the same images for both.
Because current RHS ads are displayed on a smaller scale, we recommend that you limit image text and use of CTA buttons, which can be hard to read. Instead, focus on large logos, deals like free shipping, savings from sales, and compelling copy.
When you’re marketing electronics or games, it’s good practice to show people enjoying and using your product. When it comes to clothing, it’s often a better idea to focus on the item rather than a model.
To illustrate the reason why, take a look at the model to the left. What’s for sale here? It could be her top, necklace, shrug, watch, jeans, or pumps.
In a recent ad campaign that one of our high-end eCommerce clients ran, an image prominently featuring a purse showed a 37% CTR increase over another image showing a model wearing a necklace (in addition to a swimsuit and wrap).
It’s also important to note that the purse was placed against a neutral background, while the model was seated in front of a pool. As mentioned above, plain white or pale colored backgrounds minimize distractions and keep potential shoppers focused on what’s important.
As a corollary to #3 and #4, you want to direct attention to a specific location — so it’s best to avoid featuring slews of products in one shot. Stick with a handful of accessories or a few pairs of shoes if you’re showcasing a collection.