Ads serve a variety of purposes, including raising brand awareness, but the core measurement of a social media ad’s success is usually how persuasive it is.
Ads want to persuade consumers to do something, whether that’s buying a product, calling a phone number, visiting a website or switching their car insurance. Whatever the intention, persuasion is the end goal and, in the view of classical rhetoric, there are three broad categories of persuasive techniques that can be used to achieve these ends.
