You own a small furniture company and have been driving online sales with video campaigns, but you'd like to optimize your exising video ad creative. How should you edit existing ad creative to drive more online sales?

Analysis of Correct Answer(s)

The correct strategy is to use more close-ups of the product. For a business selling tangible goods like furniture, the primary goal of a video ad is to showcase the product's value and appeal.

• Drives Purchase Intent: Close-ups allow potential customers to see the quality, texture, craftsmanship, and design details. This visual information is crucial for an online purchase, as it helps build trust and reduces the uncertainty of buying something unseen.
• Product as the Hero: Making the product the central focus ensures the viewer understands exactly what is being sold. This clarity directly supports the campaign goal of driving online sales.

Analysis of Incorrect Options

• Convey multiple messages: This is an ineffective creative strategy. A successful ad should have a single, clear message and a focused call to action. Multiple messages can confuse the audience and dilute the ad's impact.
• Provide multiple options for action: This can create decision paralysis for the viewer. A strong, singular call to action (CTA), such as "Shop Now," is much more effective at guiding the user toward the desired conversion.
• Humanize with testimonials: While testimonials are a powerful form of social proof, the most direct way to optimize a video for product sales is to improve how the product itself is presented. Showcasing the furniture's quality through better visuals is a more fundamental and impactful edit.