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Full-Text Articles in Business
Paid Advertising: Understanding How Ad Format And Visuals Impact Ad Link Clicks And Conversions, Samantha Ensinger
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.