You're an in-house marketer for an e-commerce business aiming to increase website sales. What should you do in the video ad to ask people to take action?

To drive website sales for an e-commerce business, you must include a specific call-to-action (CTA) because a clear and direct instruction tells the viewer exactly what step to take next, reducing friction in the conversion process. Unlike generic CTAs that may be overlooked, a specific directive—such as "Shop Now" or "Sign Up"—aligns with the "Direction" pillar of Google's ABCDs framework, which emphasizes that effective video creative should guide the audience toward a singular marketing objective. Providing multiple options or minimizing audio can lead to choice paralysis or lower engagement, whereas a prominent, specific CTA ensures the ad remains focused on driving measurable performance and online sales.