As a market manager in a growing online store, you know that it may be challenging to grow effectively, especially with a a little marketing team.
The decision whether the next advertising campaign should be on video, images or text is important, because each format has its advantages – depending on what you sell, who your customers are, and what you want to achieve.
Whether you're using paid search or social media, here is a guide to how you can choose the right format for your campaigns, with concrete examples from online commerce.
1. Understand what video, video and text ads give you
Before you decide which format you will use, it is important to know what each type can contribute:
Video ads
These catch attention, engage and are perfect for telling a story.
They work super super on platforms that TikTok, Instagram Reels and YouTube.
Think of Tags as Scientific, which uses videos to show how skin care routines can improve your skin. Video is perfect if you want to show how your product works in practice.
Announcing
Simple, visually appealing and easy to understand at first sight.
A Norwegian mark that: DO2 use colourful image ads to display their bicycle clothing in use, focusing on both style and functionality.
This type of adverts works well on platforms that Instagram and FacebookSo let's say that this is the same thing as that.
Here's an example from one of our Bullfighter campaigns:
Text ad
Search ads that provide useful information and meet people who are actively looking for your products.
For example, a company selling organic health products can use terms such as "buy organic food supplements in Norway," so that the text advertisement is displayed at the top of Google when potential customers are ready to buy.
2. How to choose the correct format for your campaign
Promotional objective
The goal of your campaign determines which type of ad works best for your brand:
- Marker awareness: If you want more people to notice your brand, video ads are often the best choice. Take, for example, Bullfighter, a Norwegian distributor of motorcycle equipment, who made a dynamic video ad where they showed out their latest products during a motorcycle trip. The video caught the brand's style and created real enthusiasm among motorcycle enthusiasts.
Here's a short video ad we made for Ragn Cells:
- Conversions and sales: If you have a limited duration of offer or launch a new product, image ads are a smart choice. For example, DO2 can run image ads with a 20% discount – only this week" on bicycle smokes. A good picture of the product combined with a clear offer quickly captures attention and gives more clicks.
- Lead generation or high intention keywords: Use text ads to reach customers who are already ready to buy. If you sell specialised camping equipment, The Warehouse For example, run a Google text advertisement with keywords like "Get Lightweight Camping Equipment in Oslo." This ensures that the ad is displayed just when people are ready to trade, which can produce great results.
Public and platform
Think about where your target group is and what format they like best:
- Young People: If you have a young target group, TikTok and Instagram are in the middle of the blink. For example, a webshop such as Skintific can create exciting videos that show young users how to use their skin care products – perfect for these platforms.
- Visually Engasherte Customers: If you aim at people using Instagram or Pinterest, image ads that highlight the products in a beautiful way are the key. A online store that The Cremmer House for example, can create striking image ads that show a new collection of carpets or interiors, which attracts users to click and explore more.
Here is an example of how Skintific uses image ads to capture the attention:
- Customers: If your target group is looking for specific products – e.g. environmentally friendly bicycle equipment – a text advertisement that appears at the top of Google can make sure they find the way straight to your product side.
The Complexity of the Message
Think of how complicated your message is, and what is required to communicate it effectively:
- Product demonstration: If your product needs to be shown rather than explain its value, video ads are the best choice. For example, Skintific can use videos to show how their skin care products produce results over time. Videos build trust and give customers a chance to see the actual benefits of the product.
- Fast Promotions: If you have a limited time selling, image ads are a fast and effective way of displaying value. For example, Bullfighter can promote motorcycle jackets with a seasonal discount using a car advert showing the product in a cool environment – perfect for catching the interest of motorcycle enthusiasts.
- Direct Solutions: For customers who are already looking for solutions, text ads are the fastest way. Imagine you're a shoe shop that Small Angle Shoe and sells winter boots. By targeting keywords like "heat winter boots" you ensure that your ad pops up in Google when people are ready to act.
Budget and resources
Each advertisement type requires different investment, so think about what you have of resources:
- Video ads: Making good videos can be expensive. If you launch a new product line, it may be worth spending money on a professional product video that can be used on multiple platforms to give an overall profile and reach out wide.
- Annotations: With tools like Canvas is the easy way to create great image ads even with a small budget. For example, DO2 can show off its bicycle clothing with cool pictures from a photo shoot. The right picture combined with a captivating text can make people who just scroll to buyers.
- Text ads: Text ads are easy to create, but depend on: matches the correct search termsSo let's say that this is the same thing as that. You can run Google ads for products like special coffee and target keywords like "buying craft coffee Norway" to reach people who are ready to buy.
Three. This is how you get most of every advertisement type
Video ads
- Capture Attention Quick: Grab the viewer in the first 3-5 seconds. Bullfighter can, for example, start a video ad with a motorcycle that sucks through a spectacular mountain road – perfect for catching the interest of motorcycle enthusiasts immediately.
- Use subtitles: Many people see videos without sound, so add text that conveys the main message.
Announcing
- High-quality Product images: If you sell clothes, like DO2, you can use high-quality images that show the garments in realistic situations. This draws users in and makes it easier for them to see themselves using the products.
- Simple and clear CTAs: Use requests such as "Handle Now" or "Limit Offer" to make it clear what you want the user to do.
Text ad
- Match keyword: If you sell environmentally friendly skin care as Skintific, targeted specific search as "natural facial cream for sensitive skin." More specific search often results in better conversions.
- Focus on Benefits: Highlight an important advantage or offer in the advertisement. For example: "Get 20% Discount on Organic Skin Care – Limited Time" creates a sense of haste and encourages clicks.
4. Combine formats for maximum power
For your online store it is often most effective to combine different types of advertising to get a complete strategy:
- Marker awareness: Use a video ad to tell the story of your brand – show how your product can make life better for customers. Skintific, for example, can create a video that shows real users who improve their skin with a step-by-step routine.
Here is a good example of a brand campaign from Shakespeare (with our own Sebastian Stensli Melvold):
- Rating: Follow up with image ads focusing on important product characteristics, such as packaging, ingredients or benefits in everyday life. DO2 can show the cyclists who enjoy beautiful routes wearing their bicycles.
- Conversion: Quits text ads on Google to capture customers who are ready to buy. A text advertisement like "best motorcycle equipment for winter in Norway" helps Bullfighter reach those who apply for purchase.
Shutdown
Selecting between video, images or text in your advertising campaigns is not about choosing only one -- it is about understanding your target group, setting clear targets and using the format that best helps you reach the targets.
Video ads are superior to build your brand and show the products in use, image ads provides a rapid visual impression; and text ads captures customers who are ready to buy.
Selecting the right advertising format can feel overwhelming, especially with limited time and resources.
For online shops that will grow, a Operating Market Assistant (OMA) make the process simple and efficient.
OMAs not only advises – they become part of your team, helps you find the best advertising formats for your goals, and ensures that everything is implemented efficiently.
Do you need help selecting or running campaigns? We have you covered.
Ready to scale up your advertising?
Contact INEVO today, we will ensure that your investments in paid advertising give real growth for your business.