09/28/2021
Creating Ads That Convert
How We Crafted and Ad That Sold For $600k Worth of bags.
Whenever people ask groups how to create ads that convert, the most common answer is, you've to build a scroll stopper.
While creating a scroll-stopping ad is a good way towards that.
It is not the end game.
One of our clients selling travel bags was putting beautiful destinations pictures.
She tested with a low budget, and she realized that the CTR was higher, CPC was WAAY cheaper (0.5 cents against 1.20+ on control),
She knew that high CTR with low CPC means lower CPA, so higher ROAS,
Isn't it?
Her test showed her that putting Greek pictures was better.
But ...
The ROAS got lower.
Ugh...
On the paper, she was right. Higher CTR, lower CPC mean lower CPA and higher ROAS.
However, that is IF your conversion rate stays the same.
What happened is that more people clicked her Ads, but fewer people were staying on the site yet buying.
Subsequently, the CR dropped. So did the ROAS.
By now, I hope you understand that having a scroll-stopping ad with a CTR of All of 5% is NOT Enough.
What do I really need to do?
A good ad answers 1 point of your buyer's persona and gives a hint of what is going to happen once the people click on the CTA.
Aka, I am going to go to the website and buy this product.
We have all heard the advice you cannot ask the bride's hand at first sight.
I am here to say that it is possible, but you can,
Either be a creep about it
Or;
Make your audience love your product at first sight, so they throw their Amex at you.
One of the most important factors that have helped us to have a rate is:
1/ Harmonizing brand fonts/colors from the ad to the end of the funnel
2/ Using ads and captions that are Native to the viral content you see on Facebook
3/ Testing angles and sub angles and tracking each angle separately in the reporting.
For example, we realized that pet owners with a family member allergic to their pet were our biggest buyers for an air purifier.
When we crafted ads toward that segment, our ROAS literally doubled
4/ Trying to transpose what works in other niches. As we work across different ecom niches, we often get ideas by transporting concepts from one niche to the other.
5/ Keeping an eye on the competition. We use the competition to monitor the angles they are consistently using. This can give you a good start when you are short on budget and cannot test everything. One of our designers copied our competitors, and we had to fire him. On top of being unethical, it puts the whole business at risk as it is against Facebook Policies.
