Using video ads to increase website traffic and conversions: How to measure and maximize ROI

Video advertising is a powerful tool to increase website traffic and conversions.

Videos are getting viewed on social media platforms like never before, with the trend expected to grow in the future

Not all videos are created equal. Before starting your next video ad campaign, be sure to measure and maximize your return on investment (ROI) by utilizing the tips outlined below.

Set goals and objectives.

It is important to set clear goals and objectives for a video ad campaign.

Determine what results you want, and what data you will collect to know those results have been achieved. Your goal may be a number or percentage increase in sales, a dollar amount, or simply more traffic to your website or emails on your mailing list.

Be sure to measure the metrics that contribute to your goals. For example:

  • Website clicks
  • Engagement on posts
  • Form submissions
  • Purchases

Video marketing is more than a numbers game, however. There are other elements that affect the success of your campaign.

Create effective video ads.

Here are a few best practices to keep in mind for creating effective video ads that drive website traffic and conversions:

  • Create compelling and engaging content. 
  • Include a clear call-to-action.
  • Optimize your videos for different devices and platforms.

There is a variety of video ad formats that work well. Consider options such as:

  • Explainer videos
  • Product demos
  • Customer testimonials

Targeting and optimization.

In addition to creating effective videos, you’ll want to be sure that the right people view your campaign. Use targeting options, such as 

Then use A/B testing to optimize your video ad performance so you can continue to reach the right audiences, and maximize your ROI.

Measuring and analyzing results

Using the metrics you established at the start, you can analyze how well your campaign did at driving website traffic and conversions, and ultimately measure your ROI. 

Tools to help you analyze your results include:

  • Google Analytics
  • Facebook Insights
  • YouTube Analytics 

Compare the expenses of your video ad campaign with the results it achieved. Take note of what is working or not working in your campaign, and make changes to optimize your next video ad campaign.

Learn more about measuring the ROI of your social media video ad campaign. 


It is essential to set goals, create effective video ads, target your right audience, and measure your results. 

Use the tips and strategies outlined above to create effective video ads that drive website traffic and conversions, and to measure and optimize your campaigns for maximum ROI.

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