Conference Notes: Adworld June 2021

Adworld June 2021 key takeaways

  • when creating an audience segment use psychographics, not demographics
  • use video everywhere
  • experiment as much as possible
  • use a/a/b tests to get cleaner and more accurate data
  • 4 core search factors: authority, page experience, content and keyword/industry specific
  • simplify campaign structure: 7 campaigns – 7 ad sets – 7 ads
  • winning ad types (what should you put in the 1st second?): suprise + humour, action impulse, ugc, founders passion, hearbeat method (1.5s seconds cut into new scene), pattern interrupt, bold statements, questions, triple vertical, discounts, testimonials
  • interesting idea: triple vertical ad
  • worth the effort: 15×1 method (make 15 versions of same ad but change only the 1st second)
  • show your product in first 3 seconds
  • add captions
  • tell the audience what is your product
  • dumb down your copy
  • if you have it use @R or TM marks in your logos
  • different types of ads work differently depending on the industry
  • In addition to FB Prospecting and Retargeting campaigns. consider using Reactivation campaigns
  • email reputation controls your deliverability
  • when creating content for your users consider the amount of time they need to solve a specific problem – drip campaign might be too long if someone is looking for an answer now
  • long term success requires brand marketing
  • ideal FB ad frequencies:
    • prospecting 1-3
    • retargetting 2-6
    • loyalty up to 12
  • growth > ROAS in the early days
  • marketers need to understand what kind of messaging and content is driving the conversions – this can be even more imporant than what the account structure looks like or audience size
  • figure out what’s resonating wth your audiences
  • brands need to own net profitably and new CAC
  • all attribution models are wrong, but some are useful
  • the useful ones help you make better marketing decisions
  • consider acquiring content sites in your niche as part of your seo strategy
  • to combat rising advertising costs you need to work on improving conversion rates and LTV
  • consider the context around user behavior
  • Use a decoy to get people to buy what you really want, a similar but inferior option
  • what surrounds your product determines perceived value
  • the numbers nearby influence whether you buy
  • limited availability of a product makes people want it more
  • the category you choose determines the price people pay
  • make sure to group pain and seperate gain
  • describe what goes into making or building a product to increase perceived value
  • explaining how how hard it was to make something increases perceived value and willingness to pay
  • brand unique attributes to boost perceived value
  • LTV and ROI isn’t constant; always changing. Only relevant at that one specific point in time. Use TROI model, time to return on investment.
    • Short term: cover relevant short term costs as quickly as possible to reinvest that money and get more customers
    • Long term: build customer value and build their profitability over time.
  • create ads native to the platform/placement
  • over time, brand is the main driver of growth
  • test as much creative as possible
    • design a testing plan
  • simple video ad formula:
    • introduce the problem and brand
    • 1-3 unique value props
    • close with a CTA
    • always leave sound on

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