“A lot of systems assume that a swipe away has a negative connotation, but we’ve done plenty of reporting that shows conversion rates still go up, despite the fact that clickthrough rates aren’t very high,” Kahuna’s Fenili said. “For us, a conversion is completing an action or goal of a campaign. We often see a 25% conversion rate, but a clickthrough rate of less than 1%.

to ask instead, “Is serving an ad to this user likely to result in a conversion that wouldn’t have occurred without this impression?”.

Can you just get all of the views and all of the conversions, and can you just make it go viral?’—which obviously is not a thing you can do. You can't just put a viral filter on something. And so, I explain to brands that tailoring [their campaign] for a specific end goal will get them better results.” —Trisha Hershberger, a creator on Instagram and Twitch focusing on gaming and tech reviews.

Whereas advertisers often think of this tactic as a lower-funnel play designed to drive conversions and outcomes, many audio advertisers are leveraging retargeting capabilities within streaming audio to reinforce reach and frequency—even across other channels and formats.

A channel that works really well for increasing awareness at the top of the funnel might appear really bad for ROI when you look at it from a conversion perspective. But it's necessary in order to hit the actual conversion below.”. Looking at a certain channel through the wrong lens can present incorrect results, Brown said. “For us, we work with highly measurable channels.

It has introduced some of the same ad products the other social platforms offer, such as a conversion-tracking advertising pixel, the ability to optimize ad bidding based on conversion events such as app installs, and improved ad-targeting capabilities. That has attracted performance advertisers who already buy those types of ads on the other platforms.

First and foremost, most of the ecommerce conversions that happen within social actually occur via paid media. You need several things to set off in order to drive the sale. And if you want to drive ecommerce conversion, you need to ensure that you have a bottom-funnel campaign objective. Second, if you want to drive ecommerce sales, you can't take a spray-and-pay awareness approach.

He’s been in the local marketing space for 12+ years, having led sales and strategy for two location-based SaaS companies, and at Publicis Groupe working with the world’s largest automotive company driving conversion for its dealer network.

Megan Harbold, the agency's vice president of ecommerce, spoke with eMarketer's Nicole Perrin about the current challenges of advertising on the platform and how Amazon keeps its sights on conversion. What’s changed about advertising on Amazon over the past year? If you’re using Amazon ads in a conversion-centered way and really trying to drive sales, it’s harder than it was a year ago.

Search is a lower-funnel ad channel that’s typically geared toward driving conversions—including in-store—and many of those conversions can’t happen right now because of quarantines, inventory shortfalls and related problems. Search budgets aren’t committed in advance and can be paused or pulled at any time. Ecommerce activity typically drives a significant share of search ad spending.

That includes advertisers in verticals where the conversion event is digital in nature, like gaming, ecommerce, digital entertainment and distance learning.