How Shoppable Ads Will Drive E-Commerce Sales in 2024

Every time you turn around, it seems there’s something new in online advertising. Influencer marketing came along just when you got a handle on SEO marketing. Just when you figured out X, formally known as Twitter, TikTok took the world by storm. Now there’s a new kid on the block, and it’s name is Shoppable Ads. In this article, the marketing experts at TVCMALL will give you the run-down on how shoppable ads will drive e-commerce sales in 2024.

 

What Are Shoppable Ads?

A shoppable ad is any digital ad that allows customers to make a purchase directly from the ad. They commonly appear on social media but can also appear on Google searches, YouTube videos, and even appear as a QR code on streaming televisions.

Shoppable ads can take many forms, including paid advertising, live shopping events, and brand-created content. A shoppable ad may take the user to the company’s website to finalize the purchase, or the user may be able to make the purchase within the app on which the ad appeared.

 

Why Shoppable Ads?

Advertising has always been about connecting consumers with products. To that end, effective advertising goes to where the consumers are.

Back in the day, brands used radio and television ads to introduce people to their products. Fast forward to the digital age, and consumers were shopping and researching products online. As a result, brands invested heavily in SEO and paid Google Ads.

Once again, consumer behavior is changing, and social media is overtaking Google as the place where people spend their time online. Shoppable ads emerged as a way to engage customers across channels, especially social media.

Consider these stats from Search Engine Journal:

59% of the global population uses social media for 2.5 hours each day.

83% of Instagram users discover new products on the platform.

40% of those under 27 prefer to search on Instagram or TikTok rather than Google.

 

Benefits of Shoppable Ads

The most obvious benefit of shoppable ads is conversion data. You won’t need to wonder how effective your ad campaign is when users can click through and make their purchase. A word to the wise entrepreneur: a shoppable ad isn’t a flop just because a user doesn’t purchase immediately. Like any ad, shoppable ads also plant the seed and encourage top-of-mind awareness of your products.

Another benefit of shoppable ads is reduced friction in the buying process. Friction is anything that stands in the way of the consumer making a purchase. Common friction points are the requirements to create an account or enter credit card information. With shoppable ads, users don’t have to search for the product later and, in many cases, can pay for their purchase using stored payment information.

 

How Shoppable Ads Can Drive Sales in 2024

Reach Gen Z consumers. According to the BBC, Gen Z’s global spending power totals $450 billion USD. And remember, this generation are “digital natives,” meaning they grew up on digital media. That means they have a high level of comfort when it comes to purchasing online. It also means they’ve been inundated with advertising more than previous generations and don’t fall for traditional advertising juju.  

Leverage the full power of influencer marketing. Shoppable ads and influencer marketing are a match made in heaven. According to eMarketer, 83% of Gen Z women will buy a product a beauty influencer recommends. You can tap into the buzz influencer marketing creates when you pair it with friction-reducing shoppable ads.

Take your consumer data to new heights. Shoppable ads do more than track conversions. When used in conjunction with social media, you can get greater insight into your customers’ behavior. You can zero in on the elements of a successful shoppable ad.

 

Tips for Creating Successful Shoppable Ads

Combine shoppable ads with video. Video is a powerful advertising medium. According to marketing expert Neal Schaffer, 69% of consumers would rather watch a video than read a sales spiel.  

Don’t create unnecessary friction. Shoppable ads work because they’re easy for the user. Don’t require them to sign in, create an account, or pay hefty shipping fees. If possible, keep them inside the app in which the ad appeared and accept stored payment information.

Try a live shopping event. A live shopping event creates excitement for your brand. Users can interact with you and each other. And, of course, they can create a collective buying frenzy for your most popular TVCMALL products.

 

Increase Sales with Shoppable Ads

There’s still a place in your advertising wheelhouse for SEO, content marketing, and paid ads. Shoppable ads simply deliver another tool for reaching your customers. The power of shoppable ads lies in their ability to meet your customers where they are and make impulse buying easy. No doubt about it: shoppable ads will help your online store THRIVE.