Do you wish you could get inside the mind of your customer? Wouldn’t it be great to know exactly what the consumer is thinking, feeling, and evaluating the moment they see your ad? It’s every marketer’s dream. Now it’s possible with the introduction of conversational ads. 

A conversational ad takes a traditional ad format that is static and turns it into a dialogue between the brand and the consumer. And the data proves that conversations turn into conversions helping brands deliver more results.

point of view of someone viewing an iphone screen with a conversational ad

How? By talking with the customer you can learn what they like, dislike, and want. Conversational marketing is a gold mine for insights. Using the data you mine from customer conversations, you can streamline the consumer path to purchase.

Increased conversions. Increased ROI on your ad spend. All from one change. Simply, swapping out your current ad and transforming it into a conversational ad.  

We helped a $1B e-commerce B2C retailer do this and the results speak for themselves. They went from a 4% conversion rate to an average of 18%, 4.5x the previous rate with a traditional ad. 

Learn how with these four steps you can achieve those kinds of results. Get a higher conversion rate, hit your ROI target, and make your boss happy.

Step 1: Create Interactive Ads 

comparing traditional digital ad with a conversational ad

The first step in the recipe for achieving higher organic conversion rates is to use the ads you already have and repurpose them. It’s as easy as taking your existing creative and swapping it out.

There is little work on your part because there are pre-built e-commerce templates available. And you can make changes instantly. Brands have full control over both the creative and the entire ad. 

Unlike traditional ads that contain images or videos, conversational video ads have an interactive interface within the ad. Brands can create an engaging experience using the interface that captures the consumer’s attention the moment they see it.

Consumers want to stay in the channels they are in. They don’t want to go to a different site to get what they are looking for. It takes too much time. This often is the cause of low conversion rates. 

The dynamic element makes it easy for them to get from point A to point B. This factor paired with rich-media and creative is a winning combination to delight the consumer. 

When you interact with a consumer in this way, it also becomes a more personal connection for them. It triggers an emotional response that builds brand loyalty. 40% of loyal consumers describe how they “love” a brand. 

On the reporting side, you don’t need to try and measure impressions, likes, and testing various creatives and formats. There is no need to push out a lot of different ads, monitoring each channel and landing page to view customer engagement. Brands have a better understanding of their customer and their path.  

Interactive ads save time and get better results by utilizing your current creative. The dynamic element helps to increase customer participation and makes it easier for consumers. Furthermore, the participation makes consumers more invested in the experience. This gets higher engagement and conversions.

Step 2: Consolidate the Purchase Funnel

conversational ad workflow

The current purchase funnel has too many steps. There is the potential to lose the sale at each turn. Conversational ads make the consumer journey a seamless experience from discovery to sale. 

Users can locate and discover new products directly in the ad. They can add an item to their cart right then and there with multiple payment options. The payment options are set up by the merchant. 

The product-specific rich media enhances the customer buying experience along the way. They can view a product without being overwhelmed by too many options.

Consumers’ attention spans are getting shorter – 8 seconds to be exact. The easier and faster brands can make it for a consumer to get what they want, the more likely they will make a purchase. 

Brands can view the path to purchase in real-time along with additional data points. There are various ways to measure effectiveness such as click-throughs, actions completed, and product purchases. 

Conversational ads streamline product discovery to purchase to dramatically increase conversion rates. The new purchase funnel is condensed from ad to shopping cart.

Step 3: Deploy Across Channels

conversational ads work across different channels

Conversational ads eliminate the time-consuming tasks of managing different platform credentials and designers to create channel-specific ads. They speed up the creation and deployment process, bypassing the need for many hands to touch the process. 

It’s as easy as pressing a connect button and entering your credentials. The platform takes care of the rest. This gives you hours back in your day and reduces costs compared to current solutions.

A campaign runs across multiple channels and platforms with a few clicks. This eliminates the need to adapt creative for various channels.

The technology uses a dynamic converter to adapt the ad for multiple channels at once without the need to manually revise. Much less effort. Much less cost with juggling multiple platforms.

If a feature isn’t supported in a channel, you’ll be notified. The technology will suggest an alternative experience for that particular channel. 

You also have the option to test and preview the ad before deployment. You can experience what the customer will experience before ever launching. 

The customer has a consistent experience with your brand across all the touchpoints, which reinforces branding. You can apply custom branding colors and rich media that includes videos, emojis, and animation. 

Before, you needed to go to multiple platforms and create customer experiences for each channel. Now, conversational ads allow you to deploy a branded interactive ad that works across many messaging, social platforms, channels, and landing pages all within one platform.

Step 4: Use Insights to Streamline the Customer Journey

conversational ads and data

Historically to gain customer insights brands have had to purchase 2nd or 3rd party data that they don’t own.

You have to rely on digital surveys of what the customer tells you about your company and products. And you have to hope they are telling you the truth. 

A conversational ad puts brands in control by being able to capture customer data in ads in real-time. You own the information through zero and 1st party data.

Zero party data is data that the customer shares. 1st party data is data that’s collected via a tracking pixel in the ad.

Customer privacy is a hot topic these days. 83% of worldwide internet users are concerned about data privacy. The ability to own the data directly allows you to put your customer’s privacy first, and ease their concerns. 

What can you do with the data? Right now the types of data points brands have are how many times the ad was served and the click-through rate. With a conversational ad, you get valuable insights you couldn’t get elsewhere. Even if a customer doesn’t click through the ad, brands still capture the data. 

Consumers are looking for personalized experiences. 7 out of 10 consumers say they only engage with personalized messaging. 

When a consumer interacts with the ad, a human profile is created. The data collected from the interaction can then be personalized for future interactions with the individual consumer or optimized for similar audiences. 

Using conversational ads you can gain insights from their interactions in the ad, delivering a more personalized experience. Data reported in AdWeek shows personalization can lift revenues by 5-15% and increase marketing spend efficiency by 10-30%. 

You get deeper analytical data and deeper insights into customer demographics, behaviors, thoughts, needs, and wants. You can view what questions they are asking, the paths they are taking, and the products they are searching for.

Brands get customer behavior instead of opinions. Ads become a data capture tool eliminating the need to purchase third party data and reducing costs. 

You can then use this data and adjust ads so they better resonate with customers, increasing conversion rates. And best of all, data can be accessed easily in your existing technology stack.

Rinse and Repeat

This four-step process has proven to be successful for a billion-dollar retailer and can be successful for your brand, too. Conversational ads are the solution to your conversion problem.

Dynamic, beautiful, and containing valuable insights, they shorten the path to purchase and deliver a personalized experience. The customer is engaged and takes action right within the ad. 

Instead of having to manage multiple platforms and vendors, these engaging ads use one platform that can be deployed to all channels with a click of a button. If only everything was this simple. 

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Published on Jul 21, 2020