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Art and Design Commons

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Marketing

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2022

Ad visuals

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Full-Text Articles in Art and Design

Paid Advertising: Understanding How Ad Format And Visuals Impact Ad Link Clicks And Conversions, Samantha Ensinger Dec 2022

Paid Advertising: Understanding How Ad Format And Visuals Impact Ad Link Clicks And Conversions, Samantha Ensinger

Honors Projects

Limited research exists that effectively describes what format of ads (photos, videos, graphics, or GIFs), receive the most link clicks, the most adds-to-cart, and the most conversions. There is even less research available that describes the extent to which the visual structure of advertisements, such as chosen colors, imagery, text, and duration impacts ad performance. This study sets out to address and help close this research gap by creating and testing multiple advertisements on Facebook and Instagram.