Working in a B2B environment requires a different mindset from traditional consumer marketing. Decisions take longer, multiple stakeholders get involved, and the path to conversion is rarely linear. To succeed, your marketing strategy needs to be precise, value-driven, and built around the needs of real businesses, not just individual buyers. In this blog, we’ll break down three essential tips that can help you generate stronger leads, create more meaningful engagements, and ultimately drive higher-quality conversions in any B2B setting. Let’s dive in.
Create Relevant, Conversion-Focused Landing Pages
Make sure your landing page matches the tone and message of your ad. That way, visitors feel like they’re in the right place the moment they click through.
Focus on what really matters to your audience: the business benefits, ROI, and your unique selling points. Show them real proof of your value with testimonials, case studies, or even client logos to build credibility and trust.
Use clear, action-driven CTAs like “Schedule a Demo” or “Get a Quote.” Keep your forms short and simple, but include a few key qualifying questions (like company size or basic criteria) to help ensure you’re getting the right leads.
Track Quality Leads & Support Long B2B Cycles
B2B sales cycles are longer than B2C and involve multiple decision-makers, so focus on lead quality over immediate sales.
Integrate CRM data and offline conversions into Google Ads to track qualified leads and opportunities.
This ensures campaigns optimise for high-value leads and provide accurate performance data.
High-Intent Audience Targeting & Ad Scheduling
Reach people by job title, industry (e.g., healthcare, tech, finance), company size, and location (region, country, city) to ensure the right businesses see your ads.
Use ad scheduling to reduce spend on weekends or outside business hours if target companies operate mainly on weekdays.
This maximises efficiency and minimises budget waste.
AI has completely reshaped how we think about paid media. Every platform from Google Ads to Meta is pushing automation, machine learning, and “smart” campaign types.
However, while AI has brought significant progress to paid media, many new tools still overpromise and underdeliver. The challenge is knowing which ones actually drive performance.
Here’s a clear look at what’s working in PPC right now and what’s still more hype than help.
The Hype: “AI Can Run Your Campaigns for You”
One of the most common misconceptions about AI in advertising is that it can handle everything automatically. In theory, that sounds great, fewer manual tasks and more efficiency. But in practice, it’s rarely that simple.
AI is powerful, but it relies on the data and structure you give it. If conversion tracking is incomplete or campaign goals aren’t clear, automation will optimise in the wrong direction.
The most effective marketers use AI as a supporting system, not a replacement for strategic oversight.
Automated bidding has matured significantly. Platforms like Google’s Smart Bidding, Meta’s Advantage+, and Microsoft’s Automated Rules now make real-time adjustments to reach CPA or ROAS targets more effectively than most manual approaches.
However, performance depends heavily on data quality. To get the best results:
Use conversion-based tracking, ideally with offline conversions or value-based signals.
Maintain enough conversion volume (around 30 per campaign per month) to help AI learn patterns.
Set focused objectives, avoid blending awareness and conversion goals in the same campaign.
When data and intent are clear, automated bidding can consistently outperform manual optimisation.
What’s Working: Predictive Audiences & First-Party Data
With third-party cookies disappearing, audience targeting is increasingly powered by AI. Tools like Google’s Demand Gen campaigns and Meta’s predictive audiences use behavioural and contextual signals to find users most likely to convert.
In 2025, the advertisers seeing the strongest results are those who:
Integrate first-party CRM and email data into ad platforms.
Use AI-driven audience expansion carefully, focusing on high-value lookalikes.
Continuously test predictive audiences that adapt to performance data in real time.
AI can’t replace audience strategy, but it can help marketers uncover intent signals they couldn’t see before.
The Hype: “AI Writes Better Ads Than You Can”
AI writing tools have become mainstream. ChatGPT, Jasper, and Gemini can all generate headlines, descriptions, and even landing page copy in seconds.
These tools are excellent for speeding up brainstorming and testing variations, but they aren’t perfect substitutes for human creativity. AI tends to produce safe, generic copy that often lacks brand personality or emotional pull.
The best approach is a hybrid one:
Use AI to generate starting points or testable variations.
Refine messaging based on customer insight and voice.
Keep running structured A/B tests to identify what resonates.
AI can help you move faster, but your audience will still respond to authenticity.
What’s Working: Creative Testing
Creative testing is one area where AI truly delivers measurable benefits. Modern ad platforms can now analyse engagement patterns across hundreds of asset combinations and automatically shift budget toward the top performers.
Dynamic creative optimisation, responsive search ads, and auto-generated asset tests are particularly effective when advertisers provide diverse inputs, including multiple headlines, visuals, and calls-to-action.
The more high-quality options you feed the system, the faster it can learn which creative elements drive conversions.
Looking Ahead: AI’s Next Steps in PPC
AI innovation in PPC isn’t slowing down. Over the next year, expect to see:
Cross-channel learning, systems that share data between Google, Meta, and CRM platforms.
Predictive budgeting, algorithms forecasting spend efficiency by audience or device.
Conversational campaign creation, tools that let marketers build ads directly through chat interfaces.
Each of these advancements has potential, but their effectiveness will still depend on the fundamentals: data quality, strategy, and human oversight.
Final Thoughts
AI has become an integral part of PPC, but it’s not a replacement for experienced marketers. Automation can streamline workflows, surface insights, and improve efficiency but it can’t define goals or interpret context.
The most successful advertisers in 2025 are using AI strategically: leveraging automation for what it does best while staying closely involved in creative direction, data accuracy, and campaign structure.
AI doesn’t eliminate the need for expertise; it makes expertise even more valuable.
Written by one of our Paid Media Executives, Arabella Manson.
I have recently launched a campaign in the British Mountaineering Council on their Meta account. This campaign is for their rock climbing insurance, which is one of 5 insurance policies that they are currently promoting. The campaign is using a combination of still and video ads, all with the same image content, and then ad copy highlighting the use cases and benefits of this policy.
The interesting part of this campaign is that we are doing an A/B test within Meta to test the efficacy of the landing pages. One half of the campaign is using the old, outdated page, which does not fit the theme of the broader BMC site, but has been the main page until now, while the other is using a new, updated page that aligns with the broader BMC image. The hypothesis behind this test is that if the current, outdated landing page is replaced with a newly designed landing page that is faster, more visually engaging, and optimised for conversions, then users will be more likely to convert, resulting in a higher conversion rate and lower costs per acquisition compared to the old page.
Because the ads across both sides of the test are identical, we will not be comparing views, clicks, reach, or frequency, but instead focusing on conversion rate, cost per conversion, landing page views, and cost per landing page view. Secondary metrics we will also be monitoring are page speed and stability, traffic mix parity, device usage, and cart abandonment.
This campaign initially launched on the 20th of September, and will be running until the 20th of October, so we will have a month’s data to analyse. Initial data is surprisingly in favour of the older landing page, with 3 conversions, while the new landing page has only had 1. However, a key factor to consider throughout this test is that Meta’s ad delivery system can add a lot of noise, and tests can never be truly clean. Elements which can contribute to muddying the waters are one variant leaving the ads learning phase sooner than the other, uneven spend allocation, contextual auction dynamics, audience overlap, and even attribution windows and issues.
Ultimately, once this experiment has run its course, I will present my findings to the client, with the caveat that there are other variables which can influence the results, and with that, the client will use this data to decide internally which landing pages to continue with.”
E-commerce refers to the process of selling goods or services across international borders from a business’s home country, typically where it was founded or incorporated. These transactions are carried out through digital platforms, allowing companies to reach and sell to customers in overseas markets (Shopify).
Key benefits of international e-commerce include (Shopify):
Simplified entry into global markets
Faster identification of demand and market alignment
Reduced B2B sales timelines
Accelerated growth of brand presence worldwide
Fewer obstacles to market entry compared to traditional expansion methods
With the UK leading Europe in both advanced infrastructure and profitability within the e-commerce sector, online shopping has firmly established itself as the standard for consumers nationwide. By 2024, the number of e-commerce users in the country is projected to reach around 50 million, making non-digital shoppers a clear minority (Statista).
70% of consumers anticipate personalised experiences (Limely).
Personalisation is becoming a major priority for consumers, with projections indicating that by 2025, 70% will expect tailored experiences. Shoppers want brands to understand their purchasing behaviours, favourite products, and style choices, and to offer customised search results on e-commerce platforms. To keep up with these rising demands, it’s essential to implement advanced features like intelligent search, dynamic product recommendations, and AI-driven tools that enhance the shopping experience and meet customer expectations effectively.
UK e-commerce is rebounding after a pandemic-driven surge and a brief decline (Statista).
In 2020, following the coronavirus pandemic, internet retail sales in the UK surged by 47 per cent, the fastest growth seen in the past decade. However, this rapid increase was followed by a decline in e-commerce retail sales in 2022, likely due to inflation and other global challenges. Despite this setback, 2023 has shown signs of recovery, and e-commerce revenue in the UK is expected to continue growing steadily across all sectors in the years to come.
Fashion remains the largest e-commerce sector in the UK (Statista).
Online retail is especially dominant in the fashion sector, which consistently generates the highest revenue among all measured categories each year. According to the latest government data, more than a quarter of retail sales in textile, clothing, and footwear stores come from online channels. Following fashion, food, and consumer electronics are the next top-grossing categories, with major brands like Tesco, Just Eat, Amazon, and Apple leading their industries.
By 2033, social commerce is projected to grow to $13 trillion (Limley).
Social commerce is poised for explosive growth, expected to soar from its current $1.2 trillion valuation to a staggering $13 trillion by 2033. This massive expansion underscores the critical role social commerce will play for e-commerce brands in the near future. If your business hasn’t integrated social commerce strategies yet, now is the perfect moment to act. The rise of platforms like TikTok Shop and the booming success of Instagram Shopping offer compelling proof of their potential. And if that isn’t enough to convince you, these impressive figures certainly should be the motivation to dive in and capitalise on this rapidly evolving landscape.
Facebook ranks as the leading social media platform for social commerce transactions (Forbes).
With so many social media platforms available, not all are equally effective for online selling. Around 51% of survey participants reported using Facebook for online purchases, so it’s important to consider this when choosing which platforms to focus on.
UK E-commerce statistics by geographic location (Space and Time).
As shown by the graph, people in the South West, Scotland, and the North East show a stronger preference for buying products online (Space and Time).
The UK has nearly 60 million e-commerce users (Space and Time)
Space and Time analysed e-Commerce Trends Over Time in the UK and found that in 2023, the UK had nearly 60 million e-commerce users, a number expected to grow by an additional million by 2025. This growth underscores the UK’s position as the third-largest e-commerce market in the world, following only China and the USA.
Search Engine Results rank the highest percentage of UK audits (Space and Time).
Method
Percentage of UK audits
Search engine results
37.88%
Friends or family
34.01%
Social media ads
23.00%
Recommendations from online retailers
18.94%
I never discover or purchase new products.
16.56%
Email newsletters
14.13%
Influencer indorsements
9.32%
Other
2.48%
As you can see, they found that:
Search engine results lead the way, with 38% of people citing them as their primary method for discovering new brands or products, emphasising the crucial role SEO plays for e-commerce businesses. Despite the rise of digital marketing, over a third of consumers still rely on recommendations from friends and family, proving that word of mouth remains a powerful influence. Social media ads help about 23% of shoppers find new products and brands, while email newsletters are a key discovery tool for 14% of UK adults. Additionally, nearly 10% of people consider influencer endorsements when exploring new options.
About 70% of Gen Z are eager to shop directly on TikTok, showcasing its rising role in youth commerce (Limely).
TikTok Shop has quickly emerged as the go-to shopping platform for Gen Z, with over 70% of this generation either willing to or already purchasing products directly through the app. If you haven’t explored TikTok Shop yet, now is a good time to consider it. Alternatively, hosting live streams on TikTok to showcase your products can be an effective way to engage Gen Z and drive traffic to your e-commerce site. This approach can also help you gain insights and build familiarity with the platform before fully committing.
In 2025, Smartphones made up almost 80% of all global visits to retail websites (Statista).
One of the most prominent trends in e-commerce is the surge in mobile device usage. By 2025, smartphones accounted for almost 80% of all retail website traffic globally and were responsible for the majority of online purchases, surpassing desktops and tablets. As mobile adoption continues to accelerate, particularly in regions with limited access to traditional digital infrastructure, mobile integration is set to play a key role in shaping the future of online shopping. Mobile commerce is especially dominant in Asia, where countries like China and South Korea generate over 70% of their online sales through mobile devices.
As of 2024, Amazon was the e-commerce Market leader (Statista).
Online shoppers today have a wide range of digital platforms at their fingertips for browsing, comparing, and purchasing products or services. While certain sites are tailored to serve business-to-business (B2B) needs, everyday consumers also have access to an expansive online shopping landscape. As of 2024, online marketplaces dominate global e-commerce sales, with Amazon topping the list as the most visited platform worldwide.
46% of retail professionals believe AI will improve visibility across the entire supply chain (Shopify).
Global supply chains are complex systems that stretch across numerous countries and involve a wide range of suppliers, manufacturers, and logistics providers. The COVID-19 pandemic revealed just how fragile these networks can be, underscoring the urgent need for more adaptable and resilient supply chain solutions.
Artificial intelligence is increasingly viewed as a key tool in addressing these challenges. With its ability to analyse large volumes of data in real time, AI offers retailers greater visibility and control over their supply chain operations. This includes monitoring inventory levels, anticipating disruptions, and optimising the movement and delivery of goods for maximum efficiency.
One in four online shoppers abandon their cart when prompted to create an account during checkout (Forbes).
Although offering customers the option to create an account on your website can be beneficial, making it mandatory can drive potential buyers away. Many shoppers prefer the convenience of guest checkout and may abandon their purchase if forced to register, as they want to avoid the extra steps of setting up a username and password. Forcing account creation risks losing sales to competitors with smoother, quicker checkout experiences.
In 2022, e-commerce fraud resulted in losses totalling $41 billion (Forbes).
E-commerce fraud involves deceptive activities on online shopping platforms, like purchasing with stolen or counterfeit credit cards. In 2022, such fraudulent actions caused e-commerce retailers to lose approximately $41 billion in revenue.
The discovery of new eCommerce brands and products differing by gender.
Women tend to place greater trust in recommendations from friends and family, with 37% saying they value this input compared to 31% of men. Additionally, women are more receptive to social media advertising, with 27% influenced by such ads, while only 19% of men report the same. This highlights a notable difference in how men and women respond to social influence and online marketing.
Last Friday our Director Amanda spoke at SEO Estonia, one of Europe’s leading digital marketing events. Her talk, discussing how Aristotle’s Ethos, Pathos and Logos can help to drive ROI was well-received by the 400 attendees and left them with some thought provoking and actionable takeaways around how they can improve CRO and ROI by tying their SEO approach into ancient rhetoric.
The main focus of SEO Estonia this year was on ROI – how do we get more ROI from our SEO campaigns, taking a step away from vanity metrics to ensure that we are focusing on what really matters. With this in mind, each speaker was tasked with really tying their talk back to ROI and how the approach they are suggesting could drive real change in SEO.
Amanda discussed how incorporating the principles of Ethos, Pathos and Logos can directly impact your ROI in many ways:
Improving your brand credibility and awareness means that when people are looking for you, they will be reassured, making them less likely to drop out of the conversion funnel and more likely to engage with your product/service
How to review online sentiment and media coverage to identify where your gaps are and plug them – ensuring that users see what you want them to see about your brand and if there are areas of weakness that these are addressed and dealt with from a reputational standpoint
Using Logos to align with user intent – making sure that your content and content format matches the audience so they can easily understand why it’s right for them and ensuring that you’re showcasing benefits rather than features to push a more emotional appeal with your audience.
Understanding how these ideas map back directly to ROI, for example that Pathos can improve dwell time on site, therefore making users more engaged, or that Ethos can lead to higher trust signals and therefore a better conversion rate.
Overall, the two day conference invited some of the world’s best speakers to share knowledge and learn from each other – leading to some great overall takeaways!
We’re absolutely thrilled to share that Cedarwood Digital has taken home five trophies from this year’s European Search Awards – including all three Agency of the Year categories!
🥇 Best Small SEO Agency
🥇 Best Small PPC Agency
🥇 Best Small Integrated Agency
Winning these three awards is a huge honour – not only do they recognise our team’s dedication across SEO, PPC and integrated campaigns, but they also position Cedarwood as one of the top-performing agencies in Europe. That’s a huge milestone for us, and one we’re incredibly proud to achieve.
Award-Winning Campaign Work
In addition to agency accolades, we were also recognised for the outstanding results of our client campaigns, winning:
Best Use of Search (FMCG)
Best Use of Search (iGaming)
These awards celebrate the strategic, creative and data-led work we deliver for our clients day in, day out. It’s amazing to see that effort recognised on a European stage.
A Standout Year For Growth & Community
2024/2025 has been a standout year for Cedarwood Digital. Not only have we seen incredible growth as an agency, but we’ve also focused on giving back to the community and helping shape the future of digital marketing talent.
This year alone, we:
Launched Manchester DM, a brand-new digital marketing meetup focused on sharing knowledge and growing the northern digital community.
Partnered with colleges to help students upskill and explore careers in SEO, PPC and beyond.
Delivered talks, training and insights at a range of conferences and events across the UK.
It’s been a year of ambition, collaboration and meaningful impact – and we couldn’t be prouder.
Thank You
A massive thank you to Don’t Panic Events for organising such a brilliant event and to the judges who dedicated so much time reviewing entries – your hard work doesn’t go unnoticed.
And of course, to our team, clients and community – thank you for being part of the journey. Here’s to continuing to push boundaries, drive performance and make 2025 our best year yet.
For her fourth time speaking at Brighton SEO, Director Amanda took to the main stage at Brighton SEO to deliver a talk on “Reimagining E-E-A-T: Using Ethos, Pathos And Logos To Boost SEO Campaigns” drawing on skills that she learnt when studying philosophy at school, Amanda discussed how the valuable rhetoric of Ethos, Pathos and Logos can be applied to SEO campaigns to not just improve performance, but most importantly to improve conversion rate and drive sales and leads – which at the end of the day is why everyone does it!
At the event which had over 2,000 attendees, Amanda went into detail about how to apply these principles to your SEO campaigns and why doing so plays such an important role in ensuring your maximising your return on investment. Key focus areas included:
Understanding that 87% of people will leave the conversion funnel if they read a negative review or mention of your website – brand perception and awareness is key and building/protecting your reputation plays a key role in this
Showcasing “benefits” not “features” – why should I use your product/service, what benefit does it have to me? Rather than just listing a specific feature it has, appeal to the user’s emotional side by helping them to understand how it could help them
Matching user intent plays an important role in keeping users in the funnel – understanding what type of content best resonates with them is important here, do they want content that showcases experience or expertise? Or sometimes do they want a mixture of both?
Utilising Digital PR effectively to build reputation – how to best use your thought leadership and data-led campaigns to make people find your brand online and ensuring that when people are researching they’re finding what they need to to better understand your brand.
Overall, the outline of the talk focused on how Aristotle utilised “rhetoric” to help persuade an audience to do something – not too different from what we try to do in modern day SEO and provided relatable takeaways that not only help to align E-E-A-T (specifically in YMYL industries) but also help to boost those all important conversion rates.
A big thankyou to everyone who attended the talk – please reach out if you’d like a copy of the deck!
Our Director Amanda Walls was on stage at the SEO Mastery Summit, Saigon last week discussing “Using Digital PR To Simultaneously Boost SEO And CRO”
The SEO Mastery Summit is one of the most highly regarded SEO conferences in the world with nearly 500 delegates from around the world attending the week-long conference each year & Amanda was delighted to have been invited to speak at the event. The conference is held each year in Ho Chi Minh City and attracts a huge international audience.
“The SEO Mastery Summit is one of the leading SEO events in the world so it’s great to be able to get on stage and share knowledge with as well as learn from some of the world’s best SEO’s,” she said.
Also on stage, were leading SEO speakers including Craig Campbell, Kavi Kardos, SEO Jesus, Christopher Hofman and many more…
Key themes of the conference focused around the rise of AI and how we can adapt it into strategy to help improve efficiencies, as well as looking at personal branding and the rise of this within SEO. There were many cutting-edge talks discussing recent Google algorithm updates and how to stay ahead of the evolving landscape, as well as some great social networking events and a chance to meet SEOs from all over the world.
Overall, the conference had some great actionable takeaways to bring home for clients, in addition to being a great way to learn from and speak in front of some of the world’s leading SEOs.
Google’s powerful Smart Bidding algorithm is designed to find as many conversions as possible within the market at your budget. The benefits of this approach are numerous, from optimising bidding strategies, maximising ROI, to generally saving time, however, there is one noticeable limitation; Google sees all leads as equally viable and therefore bids for them equally, even if they are spam or unsuccessful.
The solution to this is to utilise offline conversions. These allow for the alignment of Google conversions with real business KPIs and goals rather than surface level metrics like number of leads, and its implementation informs Google what happened to such leads as they progress and refines what a conversion is to your business. Furthermore, you can report the revenue earned from each lead, thus helping Google find more high-value leads.
An important thing to remember is that Google campaigns want at least 30 conversions a month to get the most out of Smart Bidding, so it is important to choose an offline event that occurs often enough to ensure there is enough data. If you only make one or two big deals a month, that is not enough information for Google to work with, so make sure to choose a stage further up the lead funnel, such as a qualified lead, to better calibrate your conversions.
Another consideration is the lead to sale time, as if the lifetime of a lead is longer than 90 days after the click occurs, this will be unreportable to Google, so also be aware of this when choosing the offline event to target for offline conversions.
The main benefits of Offline Conversions are accurate revenue tracking, reduced wasted ad spend, the gaining of insights into which keywords and campaigns are driving real business value, reduced spam leads, and the driving of higher quality leads.
If you need any other PPC tips, check out our blog page here and have a read!
We are over the moon to announce that we won SIX UK Search Awards at the event last Wednesday – a great way to finish off a record year in 2024! 🎉
On the night we took home:
🏆 Best Small PPC Agency 🏆 Best Small Integrated Agency 🏆 Best SEO Agency (Silver) 🏆 Best Use Of Search (Healthcare) – Patient Claim Line 🏆 Best Low Budget PPC Campaign – Salt Of The Earth 🏆 Best Use Of Search B2C (PPC) – Salt Of The Earth
2024 has been a great year for us as we continue to grow from strength to strength, improving partnerships with our existing clients while growing each of our departments in turn so it’s great to have been recognised in particular for the agency awards which are testament to this.
It was a great evening all round and we are already looking forward to 2025!
Having attended Brighton SEO for over a decade now, I can safely say that it’s one of the best, if not the best SEO conference in the world, so I was absolutely delighted when asked to speak on the main stage this year covering the topic “SEO For YMYL Websites”
For those of you that don’t know what YMYL is, it stands for “Your Money Your Life” and it’s a term that was coined by Google to cover websites that can have an impact on someone’s money or life. At Cedarwood, we specialise in working with companies like this and with years of experience building links in particularly tricky industries i.e. gaming, vaping, medical, legal so it was great to be able to share some knowledge about this with the community.
So what were some of the key takeaways from the talk?
User intent is key – matching user intent plays a huge role in the YMYL space and it’s really important that we are keeping this in mind. This ties in really well with the idea of creating a “satisfying amount of content” – that is the right amount of content for a user, not a certain number of words, to answer the questions/queries they might have and allow them to make an informed decision
Reputation is important – in particular your external reputation. Google yourself – see what people are saying about you and make sure that you work to build your reputation with effective Digital PR – this will go a long way to helping what people have to say about you and also what Google are seeing being said about you
Showcase your trust signals – whether it’s through industry accreditations or simply by telling people why they should trust you, showcasing this on your website and on external websites plays an important role on building those all important E-E-A-T signals
And on the topic of E-E-A-T, making sure that it shines through in everything that you do. Google have openly stated that for YMYL websites they place a heavier weight on E-E-A-T signals so it’s important that those are showcased at every opportunity
Finally, making sure that the look and feel of your content matches the expertise of it – there’s no point having great content only for it to look “amateurish” – take time to consider the way content is displayed and that it matches the expertise you are showcasing.
I had a great time in Brighton, got to meet some fantastic people and hear from some thought leaders across the industry.
Meta ad creatives come in various forms and formats. From single images to videos, carousels, and collections, Meta offers a range of options for you to choose from to help businesses achieve their marketing objectives. But, with all these options it can sometimes get a little confusing on which ones are the right ones to pick.
This blog is going to run through the different types of ad formats, their specifications and best practices for each one.
Ad Formats
Image Ads
These are the most basic type of ads on Meta platforms and consist of a single image that is usually accompanied by text and a call to action (CTA) button. The image should be eye-catching and relevant to the ad’s message. Image ads are easy to create and are a great option if you have a limited budget.
Best Practices for Image Ads:
⚡Use high-quality images that are relevant to your ad’s message.
⚡Keep text to a minimum to avoid clutter.
⚡Use a clear CTA button that is in line with your campaign objective.
⚡Showcase your USPs to attract your audience.
Video Ads
Video ads have become increasingly popular in the last few months. They can be used to showcase a product or service, tell a story or entertain the audience. Video ads can be in-feed or story ads and can be a maximum of 60 seconds long. They are a great way to connect with the audience and build engagement.
Best Practices for Video Ads:
⚡Grab the viewer’s attention within the first few seconds.
⚡Always use subtitles or captions to make your message clear, even when muted and for accessibility purposes.
⚡Tell a story or create an emotional connection with your audience.
⚡Include clear CTA buttons to encourage action from the viewer.
⚡Keep the video short and sweet (under 30 seconds is ideal).
Carousel Ads
Carousel ads consist of two or more images or videos that the user can swipe through. Each card has its own headline, description, call to action button and link to its landing page. You could use this feature to showcase different products, highlight multiple benefits, or you can create a story for the user to swipe through.
Best Practices for Carousel Ads:
⚡Use high-quality images/videos that showcase your product or service.
⚡Create a story with your slides or highlight different products or features.
⚡Make sure you are sending users to the most relevant URL for each card.
⚡Select a clear CTA on the card that aligns with your campaign objective.
Collection Ads
This format shows a collection of images that can be used to showcase multiple products. Users can click on a collection ad to view a fullscreen instant experience. This provides the user with a seamless instant experience without leaving the app. This is only available for Facebook feeds, Instagram feeds and Instagram stories.
Best Practices for Carousel Ads:
⚡Use high-quality images/videos that showcase your product or service.
⚡Create a story with your slides or highlight different products or features.
⚡Select a clear CTA on the card that aligns with your campaign objective and encourages users to click through to an instant experience.
Image and video specifications
Placement
Ad Format
Recommended Ratio
Recommended Size (Px)
Recommended Length
File Type
Feed
Image
1:1
1080×1080
JPG or PNG
Video
1:1 or 9:16
1080×1080 or above
15-30 secs
MP4 or MOV
In-stream
Video
1:1 or 9:16
1080×1080 or above
15 secs to 10 mins
MP3 or MOV
Carousel
Image
1:1
1080×1080
2-10 cards
JPG or PNG
Stories
Image
9:16
1080×1920
or above
JPG or PNG
Video
9:16
1080×1920
5-15 secs
MP3 or MOV
Reels
Video
9:16
1080×1920
15-30 secs
MP3 or MOV
Right Column
Image
1.9:1
1200×628
JPG or PNG
Top takeaways
💥If you are unsure it is best to keep the size 1080×1080 pixels as this fits the most placements.
💥Keep ad copy short and to the point to make it easier for the audience to digest.
💥Include clear CTAs that align with your campaign objective.
💥Remember to highlight your USPs to attract your audience.
💥Trial different creatives to see what works best for you and your objectives.
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