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