How Conversion Creative Can Help You Succeed Across Marketing Channels

People scroll through a Statue of Liberty’s worth of content each day — in case you were wondering, that’s about 305 feet. So how do you stop the scroll? How do you get people to stop scrolling to pay attention to your ads?

Good creative is crucial to delivering high traffic on e-commerce sites, but creative that’s designed to specifically focus on driving conversions through paid advertising is key. This is known as "conversion creative."

What is Conversion Creative?

Conversion creative is, at its simplest, images and videos that are created specifically for paid advertising.

So, rather than just piecing together images and videos to use in your advertising, you’re creating dedicated content to be used only in your advertising. The whole concept of the shoot and editing are based on achieving your brand’s advertising and overall business goals.

Why You Need Conversion Creative

One of the biggest questions about conversion creative is: Can’t I just use my social media or e-commerce creative for advertising?

Sure, you could — but those images and videos are made for a different purpose. Organic social media has a different purpose than social media advertising, so your creative will serve two different purposes. Reusing your organic creative for advertising could save you money initially, but it will ultimately not serve your advertising goals long term.

Conversion creative takes a number of factors into account:

• advertising and overall business goals;
• funnel stage;
• audience; and
• purchase history/interaction with brand.

It’s thoroughly researched based on the results of your past advertising efforts, including which ad types and creative types worked best with different audiences at different stages of the funnel. By doing all of this research and implementing it into your advertising creative, you’re able to produce creative that's specifically designed to convert users.

For example, you might find out through research that GIFs of products convert well in the awareness stage of the funnel, but static images of reviews convert well in the conversion stage.

How Conversion Creative Works

Conversion creative works by creating scroll-stopping images and videos to convert users. It’s not just selecting product images and slapping some related copy in the caption. It’s thoroughly researched, tested and edited to be optimized for your specific brand and audience.

Every part of the creative reflects your brand’s mission, ethos and products — all while informing and converting customers.

Traditionally, the creative process hasn’t been put through the wringer like this, but our calculated, quantifiable process has a proven track record of converting customers.

The Bottom Line

You can’t rely on your e-commerce or organic social creative to work for your advertising efforts. Because advertising is its own beast, you need creative that will work as hard as you do — and that’s worth your time and money.

Conversion creative is a worthy investment if you’re serious about paid advertising. Investing in your creative could be the difference between a successful advertising campaign with a high return on ad spend (ROAS) and a campaign with subpar results.

If you’re interested in learning more about conversion creative, reach out to the team at Blue Wheel today. We’re experts in creating images and videos specifically for advertising — and it doesn’t hurt that we’re advertising experts, too.

Eitan Reshef is the CEO of Blue Wheel, an e-commerce growth agency that helps brands grow on and off Amazon.com through advertising.