You're an in-house marketer for an e-commerce business aiming to increase website sales. What should you do in the video ad to ask people to take action?

Analysis of Correct Answer(s)

A specific call-to-action (CTA) is the most effective way to prompt viewers to act. For an e-commerce business aiming for sales, a specific CTA tells the audience exactly what you want them to do.

• Clarity and Direction: A CTA like "Shop Now," "Buy Today," or "Explore the New Collection" is direct and unambiguous. It eliminates guesswork and provides a clear path for the user to follow, directly aligning with the business goal of increasing sales.
• Best Practices: This aligns with the "Direction" principle of Google's ABCD framework for effective video creative, which emphasizes guiding the viewer on what to do next with a clear and compelling instruction.

Analysis of Incorrect Options

• Provide multiple options for how viewers can take action: This can cause decision fatigue. When presented with too many choices, viewers may become overwhelmed and choose to take no action at all. A single, focused CTA is more effective.
• Keep audio to a minimum so viewers focus on the call-to-action (CTA): Audio is a critical component for capturing attention and conveying a message. Best practices recommend including the CTA in both the video's visuals and its audio (e.g., a voice-over) to reinforce the message.
• Include a generic call-to-action (CTA): Generic CTAs like "Click Here" or "Learn More" are less compelling for a direct sales goal. They are not as persuasive or action-oriented as a specific instruction that is directly relevant to the product and the desired outcome.