Demand Curve: 7 ad types that increase click-through rates

Stewart Hillhouse Contributor

Stewart Hillhouse writes actionable growth marketing insights as senior content lead at Demand Curve. By night, he interviews marketers and creatives on his podcast, Top Of Mind. Before getting into marketing, Stewart was a semi-professional lumberjack. He also writes at stewarthillhouse.com.

We’ve spent millions of dollars running ads for brands like Outschool, Imperfect Produce and Microsoft. At Demand Curve, we’ve worked with over 500 startups, meticulously documenting growth tactics for all growth channels. This post also incorporates what we’ve learned from our agency, Bell Curve.

Here are seven ad types that have proven to increase click-through rates (CTR), with examples of each. Clone them to test in your own social ad campaigns.

Address common complaints and questions directly in your ads, as they will help eliminate objections upfront and encourage clicking to learn more.

Customer reactions

If you’re selling a consumer product, it’s likely that some of your customers have posted product reviews, unboxings or recommendation videos on their social media accounts. You can use your customers’ user-generated videos in your social ads — with permission.

Search through Twitter, Instagram and Facebook for posts that mention your product. Reach out to the customer and ask them if you can use their content in an ad campaign, and subsequently, compile the most positive reactions into a video ad.

This works well because dramatic faces are attention magnets. Make sure the thumbnail photo shows a strong emotional image. People will click because they can’t help but want to see what provoked the emotion. User-generated reaction videos also highlight your products’ “Moment of Wow.” If users care enough about your product to make a positive reaction video, their energy is contagious. Your ad audience will connect your product with a strong positive emotion.

Customer reactions make for great ads. Image Credits: Demand Curve

You versus the competition

Comparison ads anchor your product against something your audience already knows. This works well for both ads and the landing page your ad will lead to when clicked on. Try positioning your strongest value proposition — the most valuable promise you’re making to your customer — against your generic competitors.

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