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This week’s chat featured guest co-host Jess from Fire Team and the topic was “Creating Creative that Drives Conversions.”
Questions
Q1: Are you currently running ads on social platforms? If so, which one(s)? And for what type of product or service are you advertising?
Q2: Do you find a particular type of ad creative drives the best results for the brands you work with? Does it vary by platform?
Q3: How do you currently test ad creative in your social campaigns? Does your testing method vary by platform?
Q4: What is your biggest challenge or frustration when it comes to testing ad creative in your social campaigns?
Q5: Are there any resources you’ve found that help with your social ad creative? Either inspiration and/or for testing?
Q6: Do you have any questions about ad creative for @HireFireTeam?
A6: I think when advertisers literally try to horrify you or confuse you in the first 3 seconds because they think that makes a good “hook”. The viewer isn’t hooked, they are confused, or sometimes revolted, which isn’t a good lead in to then try and sell a product.
— Jess @ FireTeam 🔥 An agency on fire… (@HireFireTeam) March 28, 2023
Recaps
Read the full chat recap here.
Listen to the podcast recap here.
Audio Chat
Listen live to the audio version of PPC Chat, on Twitter Spaces, on March 29th @ 12:00 PM EST or to the recording afterward:
https://twitter.com/i/spaces/1rmxPkOqjqQJN
Resources & Links
Highlighted Tweets
A2: I think this question is a bit of a trap.
A style of ad creative works for a style of person. Some people are swayed by video, some by memes, others by copy.
A healthy ad account has a diversity of creative types, and a high-spending account requires it.#PPCChat
— Jess @ FireTeam 🔥 An agency on fire… (@HireFireTeam) March 28, 2023
Yeah you do have to know your audience as well. Younger people gravitate towards anything more “native”. That could be content-oriented or memes.
Older people have been trained on infomercials so they love that camp or “as seen on TV” style of creative. #PPCChat
— Jess @ FireTeam 🔥 An agency on fire… (@HireFireTeam) March 28, 2023
Humor cuts through privacy first web audience targeting struggles. Even in (and especially in B2B). Also ads that make you feel good about yourself (Infiniti’s infinitely you campaign is gold)#ppcchat https://t.co/1U5Ev0VFpE
— Navah Hopkins (@navahf) March 28, 2023
UGC works across age groups. But people like to “see themselves” in an ad, minus a few years. So if you are talking to 65 year olds try a 55 year old in your UGC. #ppcchat
— Jess @ FireTeam 🔥 An agency on fire… (@HireFireTeam) March 28, 2023
A3: This is a hotly debated topic!
We run a testing campaign and test ONE creative PER adset. Usually for about a week minimum and $100/day.
It’s very expensive to get a good read on if an ad works, but a requirement.
One we have a winner, we let Meta choose the winners after…
— Jess @ FireTeam 🔥 An agency on fire… (@HireFireTeam) March 28, 2023
A2. Big fan of what I call the customer review 50/50 ad. Each ad account and brand is different, even two cell phone cases brands would have different creative that works. Not a one size fits all.https://t.co/l8455jqYBZ#ppcchat
— Duane Brown 🇨🇦🏳️🌈 4x Vax’ed! (@duanebrown) March 28, 2023
Another hot button issue! We are a “quality over quantity” shop and rarely see a need for more than 10 pieces of creative, even when spending over $1M/mo.
One or two very good new creatives a week can get you very far! #PPCChat
— Jess @ FireTeam 🔥 An agency on fire… (@HireFireTeam) March 28, 2023
A5.
1,300+ DTC brands with links to their FB ad library, and organic IG & TikTok & Youtube accounts. Plus site URL. If we need creative ideas, first place we hit…
DTC Brand Index*https://t.co/sn9Iwd4Qkj
*looks 100% better on desktop. Mobile airtable sucks #ppcchat
— Duane Brown 🇨🇦🏳️🌈 4x Vax’ed! (@duanebrown) March 28, 2023
A5: This is tough because even the concept of “creative is important” is new enough to NOT have the educational base to support it.
That said, there are some leaders in this space, like @DenneyDara and @binghott.
It’s also important to expose your creatives to others. If you…
— Jess @ FireTeam 🔥 An agency on fire… (@HireFireTeam) March 28, 2023
Its a great place for inspo but be careful. The criteria to be selected to its “top ads” is the loosest I’ve ever seen. #PPCChat
— Jess @ FireTeam 🔥 An agency on fire… (@HireFireTeam) March 28, 2023