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Workshops · BFCM 2024 · English · Day 1 - Workshop

(9) Ad Creatives: Theory and Evergreen

(9) Ad Creatives: Theory and Evergreen

  1. Creatives 2024 vs 2019
    Meta, Algorithm, and Preferences
  2. The main objective of an ad
  3. Framework: mimic offline behavior
  4. Awareness of your audience
  5. Niche Creatives vs Mass Market Creatives
  6. Winner Image Ads
    Winner Video Ads
  7. Evergreen Resources: 439 Canva Templates, 50 Video Ad Scripts (And most importantly, HOW to use them)

1. Creatives 2024 vs 2019

2019:

  • Generic image
  • 5 ad sets
  • Each ad set has different interest targeting
    Ad set 1: beauty
    Ad set 2: fashion
    Ad set 3: fitness
    Ad set 4: wellbeing
    Ad set 5: traveling

2024:

  • 1 ad set
  • Creative = Targeting

 

2. THE ONLY GOAL OF AN AD

  • Get clicks
  • Get clicks with a good CPC
  • Get clicks with a good CPC optimizing for purchases
  • Another goal must be to lower the CPM
  • Even to position your brand and make people remember you

3. Framework: mimic offline behavior

  • Understand people’s behaviors and patterns to better adapt your ads to the way they’re used to buying

Example: Fashion

  • I want to see lots of options, colors, everything quick
  • Takes me 1s to make a decision if I like it or no
  • Please don’t talk to me, I’m good, just looking

Ad formats that make sense:

  • Single Images and Split Screen Images
  • Split Screen Image + Video
  • Collage Images (1:4)
  • Manual carouse
  • Dynamic carousel
  • Dynamic collection ads

 

Cosmetics, Supplements, Technology, …

  • I need help, this is my problem, what do other people use, …
  • You need to understand the product first

Bad:

Good:

  • UGC videos (unboxing, before and after, review, tutorial, …)

  • Split Screens
     

What would be the issue of this ad?

  • No idea what you sell
  • Tea? Silk pillow cover? Serum? Mask?

4. The Customer’s Awareness Level

  • Completely Unaware:
    The potential customer doesn’t know they have a problem, nor are they aware of any solution.
    Effective messages focus on capturing attention and generating interest.
  • Problem Aware:
    The customer recognizes they have a problem but doesn’t know there’s a specific solution.
    Messages should clearly identify the problem and connect emotionally.




  • Solution Aware:
    The customer knows that solutions exist but isn’t familiar with your specific product.
    Content should focus on educating about the unique features and benefits of your product.
  • Product Aware:
    The customer knows about your product but isn’t yet convinced it’s the best option.
    Messages should highlight differentiators and focus on the value proposition.
  • Most Aware and Ready to Buy:
    The customer is ready to purchase and just needs the final push.
    Direct offers, guarantees, and strong calls to action.

MY MISTAKE

  • Using a sleep mask to sleep deeper and have better skin
  • Market = Problem Aware → My market knows the problem, they know they sleep poorly and of course poor sleep makes you have worse skin quality.

    But they don’t recognize a sleep mask as the solution for that, they think about melatonin and other products.
  • Launching ads that talk about our competitors and other sleep masks, ads that are too complex, is stupid because I’m talking to the “Product Aware” market which is 1% of that market

This allows me to go to the mass market and SCALE.

If my message is niche, my ads stop working past 1k per day in ad spend. It just makes sense.

Ways to scale with just ads amplification:

If your ads are relevant to 90% of the audience, you can scale a lot and the ROAS and CPM are stable.

Ads amplification, how to be relevant to mass market:

  1. Creative format diversification
    Multiple ad formats in 1 ad set, this will improve your delivery and you’ll target both “video buyers” and “image buyers”
  2. Creative angle diversification
    Multiple ad angles (USPs) in 1 ad set.
    Your ad set will shoot everybody efficiently

    People who buy out of discounts, people who buy from social proof, people who buy from UGC, …
  3. Mass Market Messaging
    Go for the unaware and problem aware pots.



    Create very generic messages,

    For gifting for example, going from

    “These socks are the perfect gift for your dad”

    To

    “Christmas Gift Guide: Top 20 Family Gifts”

    Is a great idea to be relevant for a lot of people.

Nice video by the fb guru and meta about creative diversification and amplifying your reach and relevance:

https://www.youtube.com/watch?v=YJHriuqPQW8

Winner Image Ads
Of course depends on product, market and season.

✅ Clearly see what I sell

✅ Text on image

✅ Extra elements: button, features, 2024 trends, …

Winner Video Ads

Depends too much on your industry.

  • If 80% of people don’t watch past 3 seconds,
  • It makes sense to put 80% of efforts in the hook

Hooks:

  • Visual Hook: what happens in the video
  • Format Hook: how the video is displayed
    Split screen
    Green screen person at the bottom right
    Instagram question box
    Tik tok comment box
    (...)
  • Narrative Hook: what you say in terms of voice and text

EVERGREEN RESOURCES

  • 439 CANVA TEMPLATES
  • 50 VIDEO SCRIPTS (+ Chat GPT prompts)

439 Image templates:

50 Video Scripts:

Synced from Manel’s Google Drive · images and tables are shown as in the original doc