¿Qué formato es ideal para captar la intención de compra directa?

Search ads are ideal for capturing direct purchase intent on Mercado Ads because they appear precisely when a user actively searches within the marketplace, responding to an immediate need. Unlike other formats that aim for discovery or brand recall, search ads position products directly within the results a consumer is exploring to make a final decision. This allows the product to be presented relevantly at the moment of highest transactional predisposition. By aligning the offer with the buyer's specific keywords, this format maximizes immediate conversion possibilities by reducing friction between search intent and the shopping cart. Video, display, and audio ads are generally better for brand awareness or consideration phases, not direct purchase intent.