Advertorial or Editorial? How to Pick the Right Style to Boost Conversions

Every successful marketing campaign starts with powerful storytelling, but not every story sells. That’s where the choice between an advertorial and an editorial becomes crucial. Both formats have their place in your content strategy, yet they serve very different goals.

An editorial informs and builds trust through insights or opinions, while an advertorial inspires action by blending authentic storytelling with subtle promotion. Knowing when to use each can turn ordinary content into a strong conversion tool.

In this article, you’ll discover the key differences between advertorials and editorials, how to choose the right format for your campaign, and how to create a high-converting advertorial page easily with GemPages.

What Is an Advertorial?

An advertorial is a piece of content that looks and reads like an article but is designed to promote a product, service, or brand. It blends the informative tone of journalism with the persuasive intent of advertising, making it one of the most effective ways to connect with readers without sounding overly sales-driven.

What makes an advertorial powerful is its ability to tell a story while guiding readers toward a specific action. It might feature customer testimonials, product comparisons, or problem-solution narratives that highlight the benefits naturally within the content.

Unlike traditional ads that interrupt, advertorials engage. They provide value first: information, entertainment, or insight before presenting the brand’s offer. That’s why many top-performing eCommerce campaigns use advertorials to build trust and boost conversions.

What Is an Editorial?

An editorial is content that informs, educates, or inspires without directly selling. It focuses on sharing ideas, insights, or opinions that align with your brand’s values or industry expertise. Think of it as your way of building authority and trust before asking for the sale.

Editorials are often found in brand blogs, magazines, or thought-leadership pages. They can cover topics like trends, expert advice, or behind-the-scenes stories that help readers understand your brand’s point of view.

In marketing terms, editorial content works best at the top of the funnel: attracting attention, nurturing curiosity, and setting the stage for future conversions.

Advertorial vs. Editorial: Key Differences for Marketers

While advertorials and editorials may look similar at first glance, their goals, tone, and impact on the reader are very different. Knowing how to tell them apart helps marketers create the right type of content for each stage of the customer journey from building awareness to driving conversions.

Here’s a quick comparison to help you see the difference clearly:

How to Choose the Right Style for Your Campaign?

When planning your next marketing campaign, the key question is not just what to write, but what kind of content will truly convert. While both advertorials and editorials have their place in marketing, advertorials often deliver stronger results for eCommerce brands.

An editorial is ideal for sharing ideas, educating your audience, or improving SEO visibility. It builds trust over time but rarely drives immediate action. Readers may enjoy your content,  yet often leave without taking the next step.

An advertorial, on the other hand, combines storytelling with conversion intent. It reads like a genuine article but subtly guides readers toward a purchase or signup. For Shopify merchants, this format turns your marketing message into an experience, one that entertains, informs, and sells at the same time.

Learn more: Advertorial — Everything You Need to Know

Why Advertorials Convert Better for E-Commerce?

In eCommerce, customers are constantly exposed to ads, promotions, and product pages that all compete for attention. What sets an advertorial apart is how it speaks to readers. Instead of selling directly, it builds a narrative that connects emotionally, educates clearly, and ends with an easy next step.

Advertorials work because they feel like recommendations, not advertisements. They allow shoppers to understand how a product fits into their lifestyle or solves a real problem. This combination of trust, storytelling, and subtle persuasion is what turns casual readers into confident buyers.

Here’s why advertorials perform better than regular product pages:

• They engage readers with stories, not sales pitches.

• They highlight product benefits through context and emotion.

• They increase dwell time and lower bounce rates.

• They create a smoother journey from awareness to conversion.

For Shopify merchants, a well-crafted advertorial can outperform standard landing pages in both engagement and sales. It gives you the space to educate your audience while keeping your brand message authentic.

(Box vàng) Pro tips: With GemPages, you can easily build advertorial landing pages that look and read like real articles. Use sections for customer stories, comparison blocks, and call-to-action buttons to guide readers naturally toward checkout. Every element is customizable, helping your brand stay consistent while focusing on conversions.

How to Write and Create High converting Advertorial Landing Page

Writing and creating an advertorial landing page requires both storytelling and strategy. The goal is to educate, engage, and guide your readers toward taking action - all while keeping your brand message natural and credible.

How to write an Advertorials

A good advertorial starts long before you open the page editor. You need to understand your audience, find the right angle, and craft a story that moves readers from curiosity to conversion.

1. Research Deeply

Before you start writing, take time to understand your audience. Explore how they describe their problems and what truly matters to them. Read product reviews, community discussions, and comments on social media or ads. Notice which words they use to express frustration or satisfaction.

This research will help you identify their biggest pain points and the questions they keep asking. The more specific your understanding, the easier it becomes to shape your story around their real needs. You can also study successful advertorials from other brands to see how they build trust, educate, and drive curiosity.

Pro tip: Many great headlines come straight from customer reviews. Pay attention to what your buyers already say about your product or category.

2. Build Your Brief and Outline

Before you write, create a short brief that defines your key message, audience, and main benefit. This helps you stay focused on what truly matters.

Then, sketch an outline using one of two proven storytelling frameworks:

• PAS (Problem – Agitate – Solve): Begin by addressing a relatable problem, describe how it affects the reader, and then introduce your product as the practical solution.

Source: Digital Marketing Agency

• 3S (Star – Story – Solution): Present a relatable character, tell their story, and show how your product helped them overcome a challenge.

These frameworks help you organize your content naturally while keeping readers emotionally engaged.

3. Write for Value, Not for Hype

A well-written advertorial should feel informative and useful, not pushy. Aim to teach or explain something valuable to your readers while showing how your product fits into the story.

Use simple, human language and avoid exaggerated promises. Instead of claiming that your product “changes lives,” describe how it solves a common problem in a believable way. Readers respond better to honesty and practical insight than to overblown advertising claims.

4. Blend Story and Product Naturally

Do not begin by promoting your product. Start with a story or situation your audience relates to. Once readers connect with the context, introduce your product as the natural next step or the answer they have been looking for.

Focus on benefits that feel real. Show how the product fits into everyday life, solves a problem, or delivers a result. The transition from story to product should feel smooth and authentic.

5. Add Proof and Emotion

Combine emotion with evidence. Readers trust what feels real, so support your claims with testimonials, expert opinions, or real data. Include customer stories or visual proof such as before-and-after photos and reviews.

These details make your advertorial more believable and emotionally engaging. The more real your story feels, the stronger the connection with your readers.

6. End with Action

Close your advertorial by guiding readers to take the next step. A clear call-to-action helps turn attention into results. Keep it friendly and confident with phrases like “Check Availability”, “Claim Your Offer”, or “Shop Now”.

Make sure your CTA reminds readers of what they will gain by acting today, whether it is solving a problem, saving time, or improving their daily life.

How to Create High-converting Advertorial to boost conversion?

Once your advertorial content is ready, it’s time to turn it into a professional, conversion-focused page. With GemPages, you can easily design an advertorial that looks beautiful, tells a compelling story, and drives readers to take action all without any coding.

Follow these simple steps to create your first high-converting advertorial page:

Step 1: Install GemPages and Create a New Page

Start by installing GemPages from the Shopify App Store. 

Once you’re in the dashboard, click “Create New Page.” This will open a blank canvas where your ideas come to life. You can name your page something simple like Advertorial Page or Product Story to keep it organized within your store.

Step 2: Choose an Advertorial Template and Customize

In the GemPages Template Library, you’ll find a variety of Advertorial and Listicle templates designed by CRO experts. These layouts are pre-optimized for storytelling and conversions, saving you hours of design work.

Select the template that fits your brand or product category, then start customizing it. You can change text, replace images, adjust colors, and tailor the layout to match your brand tone and style.

Learn more: Top Advertorial GemPages Template tailored your Niches

Step 3: Structure Your Page

Once your template is loaded, focus on creating a clear and engaging layout. Use the Row element to build a two-column structure for your content.

Make sure your page includes these key sections:

• Headline: A clear, benefit-driven title that captures attention.

• Introduction: A short paragraph introducing the topic or problem.

• Main Content: Storytelling, product details, and visuals that guide the reader through your message.

• Call-to-Action: A strong, visible button that invites users to take the next step.

A well-structured layout helps your readers follow the story naturally, from curiosity to conversion.

Step 4: Drag and Drop Elements

GemPages’ drag-and-drop editor makes it easy to add and customize elements. Use it to place:

• Images and videos that support your story and make the content more engaging.

• Testimonials or reviews to build trust and credibility.

• Icons or comparison tables to highlight key benefits.

• Countdown timers or special offer banners to add urgency.

These elements keep your advertorial visually dynamic and persuasive while maintaining a natural reading flow.

Step 5: Apply Persuasion Techniques

Use GemPages widgets to make your advertorial more persuasive. You can add more sections:

• Social proof sections to show that others have already purchased or benefited from your product.

• Urgency triggers such as “Limited Offer” or “Only a Few Left” to encourage quick decisions.

• Sticky buttons or floating CTAs that remain visible as readers scroll, keeping your offer always within reach.

You can also explore pre-designed advertorial templates inside GemPages for different industries such as skincare, technology, or fashion each built with tested conversion principles.

Step 5: Optimize for Mobile

Before publishing, preview your advertorial on mobile devices. Adjust image sizes, spacing, and font alignment to ensure the page reads well on smaller screens. A mobile-optimized design improves readability and guarantees that your advertorial delivers a seamless experience across all devices.

By following these steps, you can build an engaging and high-performing advertorial page that feels like a genuine story while driving real results.

Conclusion

At this point, you probably already know the answer to the question, “Which one works better, advertorial or editorial?”

Both have their place in a content strategy, but when it comes to driving real action, advertorials stand out. They combine education, storytelling, and subtle persuasion in a way that turns interest into measurable results. For eCommerce brands, especially on Shopify, this format bridges the gap between content and conversion effortlessly.

With GemPages, creating your own advertorial is easy. You can choose a ready-to-use template, customize every section, and launch a polished, high-performing page within minutes. No design experience required, just your story and a clear goal.

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