How to Make Creatives that SELL – What You Need to Know BEFORE Publishing Your FIRST Ad
1. GREAT ads sell the product on their own
If your ads are good enough, you don’t even need targeting!
Nowadays, Facebook is promoting the BROAD targeting policy where the ads, not the way you build your targeting, decide where your place on the auction will be and what customer acquisition rate you will achieve.
I’ve experienced this a lot and had numerous accounts where NO TARGETING was actually OUTPERFORMING my BEST interests.
How to do that?? It’s BOTH simple and tough!
Get 3-4 winner ad copies – don’t be afraid to spend, or even BURN, money on testing. It will pay off later (as in here, there are always 2,3,4 ads that will give you 95% of sales)
Go to “Creative Reporting”
Check relative performance of your different ads
Find‘losers’ and stop them
Check all ‘winners’. What do they have in common?
What angle did you use there?
Is there an obvious ‘winning’ angle for your ads?
Include your best performing countries – you want to test one thing at a time, so leave targeting aside. You know whereyour main market is – stick to it before you obtain resources for expansion.
Automatic placement – no interests, no LLA’s – I know this is hard to believe in, but such great brands as “Bombas” gave me this idea that I have successfully developed – I mean why not to try out the method that brought the guys 23x in ad sets performance?
Let Facebook optimize – today, as never before, Facebook is GREAT at optimizing its own algorithm. Disrupting the process and making many changes all the time can ACTUALLY HURT your performance.
Mindset shift – you need to trust the process. Concentrate on developing your ‘brand’ instead of spending hours and hours on close optimization.
2. Analyze what your competitors are running
– Ad Library–an easy way to get your competitors’ assets while spending $0!!! Not bad, huh?
You can apply numerous filters to get rid of low-engagement ads
If you wish, you can even find the way to DOWNLOAD these assets to show them to your creative dept. – Facebook is very transparent concerning competition
See what channels they use – maybe you do not use them all? Or maybe there are some channels they are missing, and you can take advantage of that?
How many ads do they have in total in their library? Maybe you do not test enough?
What angles and keywords are they using the most?
– Adspy – a more advanced way to ‘spy’ on your competitors
You can actually SEE the engagement of all these posts
You can see the landing pages
Prevailing traffic by countries and age is also there
The system of filters is JUST INCREADIBLE
So try to find if you can IMPROVE anything that you already have in terms of assets and gain that IMPROTANT competitive edge.
3. Create 3-4 customer avatars
Identify your average customer that you want to target
Give them a name
Provide unique characteristics of their personality
IT IS IMPORTANT! I’ve seen it help us TONS of times in. both creating ads and setting up targeting.
Identify their goals and how you can help achieve them
Make sure these goals are not too specific
You actually want to target a larger part of the market
Identify major pain points and how your product relates to them
How can you help them with these pain point?
If needed, adapt your product to address these pain points
Find where they spend a lot of time
Show them ads there
OR use these mediums for setting up targeting
Think of the issues that might prevent them from buying
Show that you CARE and KNOW about these issue already
How will you find info to create these avatars?
Method 1 – Facebook!
– Find your 5-10 your most valuable clients on Shopify
– Go to their Facebook page
– Check what they post – to identify their needs and problems
– Check whom they follow and like – to target these interests
Method 2 – Amazon Reviews!
– Check both positive and negative reviews
– What was so important that made them buy this product?
– What made them leave a 1-star review?
Method 3 – Amazon Review Index!
– Check major trends, repeatingkeywords
– What was so important that made them buy this product?
– So, if everyone talks about the price, that could be the main selling point OR you can position your price as a Premium
AND FINALLY, Make your customer avatar AND USE IT for TARGETING
Pain Points – long shopping in malls (online shopping, engaged shoppers), discomfort while walking and old feet (retirement home, pension, old age, nursing home care)
Values – comfortable shoes (shoes, sandals, sneakers, footwear), comfort while suffering from neuropathy (foot, arches of the foot, Footprint Insole Technology)
Sources of Information – books and magazines (AARP, Good Old Days, House & Garden), gurus (Oprah Winfrey, David Letterman), other (Rural Area, Farming, Ranch)
Objections – high price (Discount shops, Deal of the day, Coupons).
Look for broad interests – this will help scale with ease, without changing targeting
Test 1 interest for 1 adsetif you stack many interests inside one ad set, you will not know which one actually worked best for you
4. Adjust your ads to the created avatar as well
Check your avatar. What can you extract from it to make an ad?
Emphasis on comfort
Can wear while having pain in your feet
The productitself – clearlyseen
A brightcolorful image
5. Adapt your offer based on different stages of the awareness ladder.
Making yourself known for the buyer is ANOTHER KEY to selling your product. The customer awareness ladder created by ONE OF MY PERSONAL GURUS Eugene Schwartz identifies 5 stages of one’s awareness:
– Indifference – a customer does not know that a problem exists
– Awareness – a customer found out about the problem and is looking for a solution
– Comparison – checking all possible ways to solve the issue
– Choice – choosing the most effective solution
– Purchase – purchase of the product that solves the issue
The further on the ladder the person is – the easier it is for you to convert them. Just make sure you have created tools for EACH stage.
Let’s go back to Mary (my accumulative image of American female retirees)
Mary has always been active- she used to jog and walk around the city a lot. She also loved going to work on foot (~ 69% of American retirees practice or practiced jogging). Recently, she underwent ankle surgery and is now under rehabilitation.
Later, she realizes that she cannot do what she loves because of discomfort and pain in her foot, even in her favorite sneakers (77% of American pensioners complain of leg pain).
Mary is looking for a possible solution on her favorite medical websites, as well as asking friends with similar problems for advice (over 3,000,000 Americans have had leg surgery for the last 5 years).
One of Mary’s friends advises her to buy new shoes with comfortable orthopedic insoles and sends her a couple of sites in a message on Messenger. A day later, Mary finds in her feed an ad shown two slides higher (82% of American retirees are active Facebook users).
Mary consults with her husband and buys sneakers.
As simple as that! Right? Anyone can do it.
Very theoretical? Yes!
TOTALLY worth the time and resources? OH YES!