Online ads are everywhere you look. On every webpage you go to, and sometimes even on the home screen of your browser. But I find the ad I've been seeing and hearing about most lately is the ad for Capital One Shopping, a "downloadable browser extension that searches various sites for shoppers." It's been in the podcasts, it's been in the browser feed, it's been on all kinds of websites everywhere, and you just can't get away from it. So that's why I'm going to analyze today: do these ads really make people want to use Capital One Shopping? There are many factors that may cause some customers to click on ads, but there are also many factors that may cause customers not to click on ads. We are about to see what this means.
One of the strategies that the ad uses to convince people is the eye-catching title. This is a common strategy to see nowadays; even magazines and newspaper headlines are often very captivating, sudden, and dramatic, so they can get people to click on the article. The featured image for the article is often very dramatic--and in this case, wrecked Amazon Prime vans, bashed-up Prime packages, and weird, grotesque stuff like that. That's actually what lured me into reading the article. WELL, once I GOT there, it turned out to be a very short series of paragraphs that was definitely an advertisement. But I thought, well, since I'm already here, why not see what this ad has to propose today? And I figure most customers say that as well and just continue reading but not actually take any action. That's the main problem with this ad. The actual text inside the article doesn't captivate and intrigue customers. Only the headline does.
The next strategy is the choosing of a subject that lots of customers are interested in. For example, lots of people are interested in ways they can save money with a big company like Amazon Prime, and so they will want to go ahead and read that article. This plays a big part in the attractiveness of the advertisement. The final strategy is the fact that they put it everywhere in their readers' lives: at the head of podcasts, in browser feeds, on websites, and everywhere you could possibly think of. This is what lures all these people into finally giving in and clicking on the ad, and then ultimately reading the highly boring text. As a result, probably the most effective strategy is this third one, because it is the driving factor that makes everyone want to come over to the article because they keep seeing it everywhere. Of course, this isn't a guarantee, but it still works most of the time.
The primary insight of this analyzation is the fact that this Capital One Shopping advertisement seems captivating at first for most people, because of the exciting and dramatic headline, the interesting pictures, and the fact that it's seen everywhere on the Internet, but then when people actually click on the ad and they get redirected to the article, they find themselves reading very boring text about why you should enable so-and-so extension and how it can help you save money on specifically these things but not those. Overall, the performance of this ad is not very good--the strategies are very mildly successful, and they're not really doing much to work toward to achieve the purpose of drawing customers in to using the Capital One Shopping extension.
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