EP247 - Creating Ad Creative That Drives Conversions.

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Hello, and welcome to this
week's episode of the PPC chat

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Roundup in today's episode.
We have Julie taken us on a

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great topic of creating ad
creative that drives

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conversions.
And she's been joined by

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co-host.
Hire fire team so that they

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handle higher fire team.
And yeah, they're going to be

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talking about, you know, best
way to create creatives and just

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a pre-warning.
This is mainly about paid social

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creative, so like Facebook,
Twitter, LinkedIn, In those kind

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of creative.
So I'm imagining like making

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impactful images or video ads
and those kind of craters.

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So yeah, it was really great.
To listen to them, chat about

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it.
I don't do paid social my bread

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and butter is paid search.
So it was just about learning

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what the team at the higher fire
team as well as the other

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experts in the community thought
about the best ways to create

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creatives that drives
conversions.

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All right, hope you enjoy.
Hello and a warm, welcome to

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this episode of the PPC Chad
round up a podcast where I round

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up the Twitter discussion that
happens on Tuesdays at 5 p.m.

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GMT and yes we're back to it,
being 5 p.m.

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GMT because the clocks went
ahead on Sunday Sunday evening

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early hours of the morning.
Meaning that, yeah, we're back

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at it being five PNG.
EMT and 12 p.m. eastern time.

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I'm your host, Andrew, and I'm
recording from my studio here in

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London UK.
And I use this platform to

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share, not just expert, but also
my ideas and considered best

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practices about paid media and
the direction, the digital

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industry is going in.
So we want to keep up to date

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with my tips and tricks in the
industry and get the latest on

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the podcast that has been called
your go to if you don't make it

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to the PPC chat live discussions
and even if you do then yeah

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follow me share and retweet and
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Getting a new or join us on our

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PPC, chat, Roundup, or if you're

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on Instagram, why don't you
check us out at PPC, chat on the

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score.
Round Up to get courts and

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Snippets of our previous
episodes.

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So we have Julie leading us on a
topic about creating ad creative

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that drives conversions
co-hosted today by the higher

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fire team.
And yeah before we get into it

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really goes, please introduce
yourself.

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So we've got to Jess at the fire
team, High fire team during

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insane.
And hey oh thanks for inviting

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me.
Julie, I'm a longtime creative

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currently running a performance
marketing agency fire team.

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That is with five other cool
people on the side.

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I enjoy making rings and riding
my e.

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You see, I have no idea what.
Oh, Annie you see.

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Is one of those kind of, like
one wheel kind of vehicles that

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you just see a ride with a
helmet on.

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It's so, so random things, I
always, when I see people on

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there and I find it quite
dangerous, Yeah, we are going to

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let me remind myself of the
lady's name.

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It is just just at fire team.
So yeah, in the hand, they

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handle is, is higher fire team.
Yeah.

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So we're going to be getting
some really good questions and

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answers today about it before we
get to the questions.

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Julie's, PSA is usual saying
that, yeah, this chat is

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intended for PPC, Professionals
of all levels.

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And if you have something you
want to share, please do we are

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friendly and supportive,
Community.

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Please don't be afraid to
participate.

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Lurkers.
Are of course, always welcome

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lurkers and listeners to the
podcast.

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Always, always, welcome.
So yeah, we'll get straight into

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the questions.
Julie asked, are you currently

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running ads on social platforms
if so, which ones and for what

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type of product or service?
Are you advertising?

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Then?
Yeah, just response.

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Am currently metals or Facebook
and IG and Tik-Tok advertising

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everything from Fashion
accessories to supplement, to

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apps to groceries, and to
medical devices.

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Not in the same at though.
Yeah, I took Gozo a lot then

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would love to have your take on
HIPAA and Tick-Tock Jessica's

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home.
Not sure exactly what you're

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looking for, but we found that
Tick-Tock reps to be

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exceedingly, helpful in sorting
out any compliance issues.

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You can often send creative to
them for pre-approval and yeah,

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actor goes, I was on the way I'm
working on a hip-hop so that's

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HIPAA compliant products or
maybe worth a look.

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Manage him goes.
Yeah, in response to question

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one Facebook.
G Tick-Tock on YouTube, we've

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been testing Twitter as well.
We've been doing some e-commerce

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and some lead gen Dan a linear
response in.

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I currently run ads for SAS on
Facebook, IG and occasionally on

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LinkedIn phrase and rescue
Response Team.

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Hey gang.
Yeah.

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B2c and B2B content on a range
of psoc channels recently, tried

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core for the first time the
other day for Abby to be.

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So super open to a range of
platforms.

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Yes, good actor goes what is
psoc and phrase.

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Goes a horrible.
None abbreviation yet

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abbreviation for paid social
paid social psac.

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Oh Frasier.
Don't come with a new acronym

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that, nobody knows yet.
Anyway Julie response to

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question one saying I don't have
much going on social networks at

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the moment.
Never goes but you're running a

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solid social Community one day.
We'll look at the community task

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we do as the advertising.
Yeah, that's great.

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And never sell response.
Question once in Social ads,

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includes YouTube.
So yes, Yes, I do also run

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LinkedIn and Facebook ads.
Social isn't so much tied to

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specific industry as I'm finding
myself.

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Almost exclusively doing video
and visual ads.

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Yeah, Julia right response, him
if social includes YouTube.

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You can end up like a third of
many budgets for me.

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Lots of rest, o, Public Safety,
and travel that Burgos.

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So many people have YouTube out
and it's interesting given how

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much of a social platform it is.
Yeah, shorts is interesting, but

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so are live streams and other
Ten shares, actor goes, what

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kind of visual ads are you
working with?

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Now that goes mostly YouTube
shorts.

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Reels LinkedIn video ads.
And yeah, why not wear response

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to question one saying, yep,
we're running paid ads for Home,

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Improvement services, medical
luxury brands on Facebook, IG,

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Twitter Pinterest and testing on
Tick-Tock so quite a few people

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doing quite a bit of Social and
she continues.

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Yeah, I forgot our be TBS on
LinkedIn.

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I know the lady the person who
dealt leads why at Weber

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forgotten her name.
I think it's my be carry but

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yeah it is definitely a lady by
forget her name Florence.

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Chase response to question.
Wanting yes Facebook Instagram

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and Linkedin.
I have done them in Pinterest as

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well in the past and I took us
how we're Pinterest and B2B

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Lawrence, have you ever tested
that learn skills you have for

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Pinterest?
I've only done them for b2c so

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far for B2B, it's hard for me to
take money that could go to

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LinkedIn and to do anything with
Pinterest.

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Yeah.
So when we think B2B, You think

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LinkedIn really don't we act
ago?

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So that's an interesting
Insight.

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It would be interesting to see,
if due to all the changes that

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Google ads are bringing.
If B2B Brands will consider it

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as an option, we then have dwane
brown responding to question

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once a mostly e-comm and DTC.
With a little bit of sass across

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Facebook, Instagram, Tick-Tock
and snap people ask us to do

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Pinterest and usually just
Pinterest.

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I just cannot.
I like my mental health.

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Julie then takes us on to
question 2.

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Saying, do you find A particular
type of AD, creative drives, the

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best result for the brand you
work with.

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Does it vary by platform just
then respond saying?

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Yeah, I think this question is a
bit of a trap.

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I style of AD.
Creative works for start of

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person.
Some people are swayed by video.

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Some by means some by others by
copy a healthy at account, has a

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diversity of creative types and
a high spending account requires

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it due to response to that same
follow-up question for you have

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you found any Rhyme or Reason as
to What type of creative

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resonates?
What type of audiences?

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It's a good question and
Jessica's.

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Yeah, you do have to know your
audience as well.

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Young people gravitate towards
anything more native that could

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be content oriented or memes,
older people have been trained

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on infomercial so they love that
camp or as-seen-on-tv style of

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creative phrase, Andrews
response to that, same seen lots

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of good B recently around ugc
creative testing for paid ads so

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Keen to try more of this Jay
Because ugc Works across age

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groups, but people like to see
themselves in an ad minus a few

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years.
So if you're talking to 65 year

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olds, try a 55 year old in your
ugc, Fraser goes, good to know.

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Amanda goes, yeah, I liked this
tip down a linear response to

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question 2 saying static ads
perform.

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Well, in this video LED world
and then yeah, we've got to

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Dylan online responded to
question once and currently

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running social ads on Facebook
and IG.

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Mainly e-comm account swim wear
sneakers.

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Apparel outdoor apparel flower
delivery gym equipment bedding

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and linen sound and audio
equipment.

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So quite a varied one there.
Actor response to question one

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saying you are currently I'm not
directly managing social as I'm

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overlooking the campaigns for
e-comm and SAS platforms,

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Facebook, Instagram, LinkedIn,
and Tick-Tock personally.

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I will soon experiment with
Pinterest Cora and Twitter quite

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interested.
In those Julie goes I have

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always felt Cora was a sleeper
platform.

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It's not massive.
Volume but it can be a great

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performer.
Yeah.

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And Hector respond saying, yeah
read.

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It can be a good one, but it has
quite a lot of restrictions

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acorah is a good alternative.
And then we have, why not Webb

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responded to questions.
Hussein totally varies by

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platform and target market actor
response to question one scene

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and YouTube as well.
I'm also combining YouTube

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organic and YouTube paid to
experiment.

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Learns, Chase response question
to seen creative absolutely

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varies by platform.
We have to think of the audience

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on that.
Civic platform.

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When creating the ads on like
surge, we are interrupting other

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and other activities.
So we have to be thoughtful in

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our approach.
Julia voice response to question

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2 saying it varies by what the
goal is and what the product

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actually is.
But generally speaking,

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something fun simple and
surprising, not an easy Trifecta

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to produce and I am very into
influenza content.

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Why not web response saying I've
never had great luck.

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Getting clients to agree to the
surprising.

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But we've been pushing the fun
Factor.

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Julie, advice respond saying
it's risky.

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Surprise isn't always good but
it can work.

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And then we have never Hopkins
responding to question 2 saying

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that I focus on Persona driven
marketing.

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So I tend to find that matching
personas to the targeting, I

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still can leverage works.
Well actually find simple and

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accessibility focused content
not needing sound and accounting

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for color blindness, does better
than ceiling.

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So yeah, Device responds and it
better have captions.

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If you want to reach me I hardly
ever have sound on.

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So remember that if middle-aged
ladies is in your target demo

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and I think that's true.
I too am the same aivalis doing

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telling a friend of mine.
I think we should have a time

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where we can go to the cinema
and have an option of seeing

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captions, because some of the
way the dialogue goes sometimes,

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it's really fast.
Sometimes it's in an accent that

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is hard to follow.
Is hard to understand and just

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to know what the person Said
and, you know, it can be really

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hard.
My solution is optional glosses

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that has you know they the the
captions in the view that you're

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looking at.
So for those who don't want any

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captions, yeah, go ahead with
your life and and you know, you

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have no glasses view.
But those who wants captions,

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they have glasses with them.
If someone comes up tonight with

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an idea of art that can, please
kind, let me know if that's

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already being brought up, can
you let me know, or if It's

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something that someone then
does.

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Can you please let me know
because then they probably stole

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the idea from me.
Ha ha.

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Anyway, so we've got wine upward
responding to Julie about.

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Yeah, the about caption say not
just middle-aged ladies captions

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is huge with under 40 and under
30 cars.

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Being some interesting, deep,
dives into y, amazing and Julie

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goes yeah, I think it's just
good sense to have them for

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accessibility if nothing else
and for all the times when

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people are looking at their
phones and can't have sound on

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Anya, it's true.
Maybe.

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Sometimes you want to take a
break from from work and you're

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in a crowded environment and you
don't want the sound on phrase,

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Andrews response to question 2.
Same definitely varies by

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platform.
For me.

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00:12:40,600 --> 00:12:44,300
I've recently been trying harder
to challenge General ideas

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around creative EG running tests
imagery with humans in to test

243
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if people really do engage more,
when humans are involved, will

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00:12:53,300 --> 00:12:57,100
keep people in Loop.
Amanda response to question 2

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00:12:57,100 --> 00:13:00,200
saying in lick LinkedIn.
I've had Access within add lead,

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forms versus sending traffic to
the site, to fill out a form to

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collect leads.
It's nice for clients with

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limited CRM capabilities, and
Dylan online response to

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00:13:11,800 --> 00:13:15,500
question 2, saying, varies by
client and the ability to create

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the content.
Unfortunately I always suggest

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testing a few different ad
types.

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So a video is usually part of
that setup.

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And Amanda response to question
2 saying for YouTube Vertical

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short videos with influences,
how super low cpcs in my

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00:13:33,600 --> 00:13:37,600
experience and interesting.
So short videos and actor does

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00:13:37,600 --> 00:13:41,800
make a very fair point with
Julia where he calls her I

257
00:13:41,800 --> 00:13:44,300
called her out or but mentions
highlights.

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The fact that Julia has run a
lot of social campaigns

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00:13:48,100 --> 00:13:50,800
including twitch Julia Vice
mentioned.

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00:13:50,800 --> 00:13:55,300
If you can't, which as a social
versus OLV, a lot of twitch too

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00:13:55,300 --> 00:13:58,900
many restaurant, public sector
luxury travel and actor goes.

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00:13:58,900 --> 00:14:01,100
Oh, Wow.
So many Juliet which is totally

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00:14:01,100 --> 00:14:05,100
alien to me till now, as well as
myself, would love to see your

264
00:14:05,100 --> 00:14:08,400
hair, your takes on it, delivers
ghost, which works really well.

265
00:14:08,400 --> 00:14:11,000
If you're trying to get the
audience on it gaming is a

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00:14:11,008 --> 00:14:14,800
no-brainer, but it's also for
reaching people typically not

267
00:14:14,800 --> 00:14:18,900
found elsewhere actor, goes plus
clothes and paid communities.

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00:14:18,900 --> 00:14:22,400
Some of the amazing streamers
are there in the education and

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00:14:22,400 --> 00:14:26,900
edit a moment space, but adds
there are quite new to me.

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00:14:27,200 --> 00:14:30,700
We don't have Julie take notes
on to In three asking how do you

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00:14:30,700 --> 00:14:34,300
currently test ad creative in
your social campaign?

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Does your testing method vary by
platform?

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00:14:37,600 --> 00:14:40,300
Yeah, just from fire.
Team goes, this is a hotly

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00:14:40,300 --> 00:14:43,500
debated topic.
We run a testing campaign and

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00:14:43,500 --> 00:14:47,800
test one creative / at set.
Usually, for about a week,

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00:14:47,800 --> 00:14:53,500
minimum, $100 a day, it's very
expensive to get a good read on

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00:14:53,500 --> 00:14:56,300
if and add works but a
requirement.

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00:14:56,500 --> 00:15:01,000
And and one we have a winner we
let Meta, choose the winners,

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00:15:01,400 --> 00:15:04,100
after dipping them into scaling
campaign.

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00:15:04,100 --> 00:15:08,000
So once we have a winner, we let
meta choose the winners.

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00:15:08,000 --> 00:15:11,800
After duping them into scaling
campaigns, she continues.

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00:15:11,800 --> 00:15:15,600
There is a hidden spend that
goes into actually making an ad.

283
00:15:15,600 --> 00:15:19,400
So we feel like we need to honor
that by getting as much data as

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00:15:19,400 --> 00:15:23,500
we feel comfortable spending,
$500 to make an ad and cutting

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00:15:23,500 --> 00:15:26,200
spend.
After five dollars just doesn't

286
00:15:26,200 --> 00:15:28,000
make sense.
Absolutely.

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00:15:28,400 --> 00:15:30,200
And you device?
Is response and don't get me

288
00:15:30,200 --> 00:15:32,900
started on Omni ads.
If we're painting music,

289
00:15:32,900 --> 00:15:38,100
licensing, and S Ag and AC tra
for talent and the social ads

290
00:15:38,100 --> 00:15:42,500
match with the tv ads.
It had better not turn off right

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00:15:42,700 --> 00:15:45,900
Dylan, online response to
question 3 going, how are your

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00:15:45,900 --> 00:15:49,100
testing campaign differ from
your skating campaign, and will

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00:15:49,100 --> 00:15:53,200
the test campaign continuously
run and you're always switching

294
00:15:53,200 --> 00:15:56,500
out of creative for these tests,
or do you pause the campaign

295
00:15:56,800 --> 00:15:59,000
after the test?
So I actually think that is one.

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00:15:59,100 --> 00:16:03,100
Before Jess at the fire team but
I'm not sure if they cut that as

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00:16:03,100 --> 00:16:05,500
a question because I don't think
anyone answer that

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00:16:05,500 --> 00:16:07,300
unfortunately.
Sorry Dylan.

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00:16:07,500 --> 00:16:09,800
And we have done a linear
responding to question 3.

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00:16:09,800 --> 00:16:13,700
Saying, we always add at least
two ad creatives in an ad set.

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00:16:13,700 --> 00:16:18,000
Preferably no more than six add
creators and let the algorithm

302
00:16:18,000 --> 00:16:21,100
choose the winners.
And then why not web response to

303
00:16:21,100 --> 00:16:25,000
question 3 saying coming from
Paid search, this is a huge pain

304
00:16:25,000 --> 00:16:28,500
point for us in paid social the
method should be a delivery

305
00:16:28,500 --> 00:16:30,000
Madness.
This doesn't feel as

306
00:16:30,000 --> 00:16:33,500
straightforward, and the
reporting bass till we do A/B

307
00:16:33,500 --> 00:16:36,300
Testing.
Sometimes within platforms,

308
00:16:36,300 --> 00:16:40,500
sometimes across platforms.
And then gradually advice.

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00:16:40,500 --> 00:16:43,000
Goes your at this?
What a mess novel Hopkins as

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00:16:43,000 --> 00:16:47,100
well, goes, do outset oriented
strategy instead of campaign

311
00:16:47,100 --> 00:16:49,700
level strategy?
It will make it easier to let

312
00:16:49,700 --> 00:16:53,300
the budgets live at that level
and never herself response to

313
00:16:53,300 --> 00:16:56,000
question three saying, because
my social perspective is

314
00:16:56,000 --> 00:16:58,900
Facebook first, I like to
allocate a set amount.

315
00:16:59,100 --> 00:17:02,900
Of budget to each variable and
then allow the row as to speak.

316
00:17:03,000 --> 00:17:06,900
I do make sure I fucked a
long-term sales at data into

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00:17:06,900 --> 00:17:10,200
that equation.
This means he's of service and

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00:17:10,200 --> 00:17:12,599
retention.
Julia voice response to question

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00:17:12,599 --> 00:17:16,099
3 saying very little creative
testing production budgets and

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00:17:16,099 --> 00:17:18,300
timeline, make it very
challenging.

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00:17:18,300 --> 00:17:23,000
So we tend to test audiences
over creatives smaller, shops,

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00:17:23,000 --> 00:17:26,700
take note, that was a freebie
Lawrence respond saying, this is

323
00:17:26,700 --> 00:17:29,900
a big one audiences can make or
break your champagne and your

324
00:17:29,900 --> 00:17:32,000
goals.
I will usually work on audience

325
00:17:32,100 --> 00:17:35,700
before I posed them because I
have seen campaigns go from

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00:17:35,700 --> 00:17:38,300
Zero.
To Hero really fast with just

327
00:17:38,300 --> 00:17:41,800
small changes to the audience.
Why not web?

328
00:17:41,800 --> 00:17:45,800
Respond saying SMB goals.
So that small medium business.

329
00:17:46,100 --> 00:17:49,900
Gold actor, response question to
saying absolutely yes for both

330
00:17:49,900 --> 00:17:53,000
it's all about looking for
patterns from your past industry

331
00:17:53,000 --> 00:17:55,700
experience plus the type of
content working on their

332
00:17:55,700 --> 00:17:58,300
organic.
I look for this before choosing

333
00:17:58,300 --> 00:18:02,600
the format Platform wise
Facebook, YouTube and Tick-Tock

334
00:18:02,600 --> 00:18:06,600
IGN Tick-Tock real style, and
then we have Lawrence's himself

335
00:18:06,600 --> 00:18:10,200
responding to question three.
Same testing can mean a lot of

336
00:18:10,200 --> 00:18:13,200
things understanding at a
product, or category level, what

337
00:18:13,200 --> 00:18:16,300
resonates with customers is
important, certain products,

338
00:18:16,300 --> 00:18:20,200
work better on the platform's
then you can work on your

339
00:18:20,200 --> 00:18:24,000
messaging from there to
fine-tune, but it is social so

340
00:18:24,000 --> 00:18:26,600
it will change.
Julia voice response question.

341
00:18:26,600 --> 00:18:28,600
3.
Scene also could meta be any

342
00:18:28,600 --> 00:18:30,500
worse.
About breaking out platforms.

343
00:18:30,500 --> 00:18:33,600
Let me see, reels adoption.
Let me choose it.

344
00:18:33,600 --> 00:18:35,700
And report on it.
This blending.

345
00:18:35,700 --> 00:18:39,300
Everything is ill.
Yeah, Julie, a bikini respond,

346
00:18:39,300 --> 00:18:41,300
same blending.
Everything is the future.

347
00:18:41,300 --> 00:18:44,600
Sadly.
So the blending of yeah, reels

348
00:18:44,600 --> 00:18:48,200
the blending of the out, all the
different, you know, add options

349
00:18:48,500 --> 00:18:52,000
on meta, others be annoying.
Angela verse goes.

350
00:18:52,000 --> 00:18:54,200
Yeah, you're not wrong.
When Julie said blending,

351
00:18:54,200 --> 00:18:56,300
everything is the future never
respond saying.

352
00:18:56,300 --> 00:18:59,500
I wish these platforms didn't
gate, keep behind API, Access.

353
00:18:59,500 --> 00:19:03,500
Yes, tools can help or coding
can exist on the team, but the

354
00:19:03,500 --> 00:19:06,500
average user absolutely has to
make some sacrifices on

355
00:19:06,500 --> 00:19:10,500
reporting and testing and test
structuring KV responds.

356
00:19:10,500 --> 00:19:13,600
Well, and quite honestly, not
all programs have web

357
00:19:13,600 --> 00:19:16,900
conversions, that's reality.
So, if I'm measuring foot

358
00:19:16,900 --> 00:19:20,400
traffic already in, let me use
my front and a traffic

359
00:19:20,400 --> 00:19:23,300
effectively and then actor
response to question three

360
00:19:23,300 --> 00:19:26,100
saying, one look for their
current online presence.

361
00:19:26,100 --> 00:19:30,800
One, a yes, what format gets
maximum Engagement one, be no

362
00:19:30,800 --> 00:19:34,800
competitors data to research the
I växjö inner voice of the

363
00:19:34,800 --> 00:19:39,000
customer plus Proctor.
Oh, what platforms and formats

364
00:19:39,000 --> 00:19:41,500
do?
They consume upon create some

365
00:19:41,500 --> 00:19:45,900
tests as very detailed analysis
as to how to test phrase,

366
00:19:45,900 --> 00:19:49,200
Andrews goes, very boring, basic
a/b testing and platform, but

367
00:19:49,200 --> 00:19:53,000
would love to try other methods.
Dylan online response, saying,

368
00:19:53,000 --> 00:19:56,300
the main way we do testing is by
adding pieces of creative that

369
00:19:56,300 --> 00:20:00,400
have the same theme or message.
But Different ad types to the

370
00:20:00,400 --> 00:20:04,300
same ad set then see the
Performance Based on that EG

371
00:20:04,300 --> 00:20:09,400
single image shoe single ad
collection, add hero image shoe

372
00:20:09,600 --> 00:20:13,400
video shoe, and they have jelly
going on to question.

373
00:20:13,400 --> 00:20:17,200
Forcing what is your biggest
challenge or frustration?

374
00:20:17,200 --> 00:20:20,600
When it comes to testing ad
creative in your social

375
00:20:20,600 --> 00:20:23,300
campaigns?
A guerrilla response saying ya

376
00:20:23,300 --> 00:20:25,100
later chat.
Hi everyone.

377
00:20:25,300 --> 00:20:28,200
She answers when the platform
doesn't serve any or few

378
00:20:28,200 --> 00:20:30,700
impressions.
Is chooses a winner before, it's

379
00:20:30,700 --> 00:20:34,200
even able to spend much of the
skewing results.

380
00:20:34,200 --> 00:20:36,500
Right out of the gate, Julie
response.

381
00:20:36,500 --> 00:20:39,300
We're supposed to trust the
platform and its massive data

382
00:20:39,300 --> 00:20:42,800
that we can't fathom or access
but, wow, there it is that hard

383
00:20:42,800 --> 00:20:48,100
when you're using it to do
actual A/B Testing will respond

384
00:20:48,100 --> 00:20:51,000
saying, right?
It's gotten better in many ways,

385
00:20:51,200 --> 00:20:54,800
but seems like no solutions to
improve on some other frequent

386
00:20:54,900 --> 00:20:58,200
and necessary actions.
We need to take as advertisers

387
00:20:58,200 --> 00:21:00,600
to get better.
Results than a linear response

388
00:21:00,600 --> 00:21:02,300
to question force.
And I did think the biggest

389
00:21:02,300 --> 00:21:04,400
challenge is receiving this
volume of AD.

390
00:21:04,400 --> 00:21:07,800
Creative to starting testing in
the first place.

391
00:21:08,100 --> 00:21:09,900
Anjali goes.
Follow-up question.

392
00:21:09,900 --> 00:21:12,100
For hire fire.
Team, do you have a minimum

393
00:21:12,100 --> 00:21:16,200
number of creative assets?
That you suggest or require for

394
00:21:16,200 --> 00:21:18,900
campaigns?
And just goes, yeah, another

395
00:21:18,900 --> 00:21:21,900
hot-button issue.
We are quality over quantity

396
00:21:21,900 --> 00:21:25,900
shop, and rarely see a need for
more than ten pieces of

397
00:21:25,900 --> 00:21:28,800
creative.
Even when spending over 1,

398
00:21:28,900 --> 00:21:33,200
Million dollars per month, one
or two very good, new creative a

399
00:21:33,200 --> 00:21:37,400
week can get you very far.
And then yeah, Jessica as well

400
00:21:37,400 --> 00:21:40,000
response to question for saying,
determining, if an ad is a

401
00:21:40,000 --> 00:21:43,800
winner or loser is Step 1, most
people stop there but trying to

402
00:21:43,808 --> 00:21:48,400
understand why and add failed or
Slade is the harder task for

403
00:21:48,400 --> 00:21:52,700
ultimately more important.
One that builds on your skills

404
00:21:52,700 --> 00:21:55,600
to make more winners.
We do this by breaking down all

405
00:21:55,600 --> 00:22:00,400
the creative data attached to an
ad like thumb Stop Bray, show.

406
00:22:00,400 --> 00:22:02,600
Hold rate, click-through rate.
Etc.

407
00:22:02,600 --> 00:22:05,400
There's lots.
And then make edits to the ad to

408
00:22:05,400 --> 00:22:08,000
improve those.
It's very time-consuming and you

409
00:22:08,000 --> 00:22:11,700
rarely get Crystal Clear answers
but it's better than just

410
00:22:11,700 --> 00:22:15,300
throwing darts at the board
blindfolded and then we have

411
00:22:15,300 --> 00:22:16,600
delivery of respondents
question.

412
00:22:16,600 --> 00:22:20,300
Forcing random policy
restrictions the dollars and

413
00:22:20,300 --> 00:22:24,400
time expense of making the
creative limited results to

414
00:22:24,400 --> 00:22:27,500
report on.
Now rather than response to

415
00:22:27,500 --> 00:22:29,400
question forcing random.
Approvals.

416
00:22:29,400 --> 00:22:32,800
Because the platform thinks I'm
an industry that I'm not also

417
00:22:32,800 --> 00:22:36,100
getting the visuals to translate
across platforms.

418
00:22:36,400 --> 00:22:39,400
Yeah, Julie, Vice response
saying, oh my God, Mark Mark

419
00:22:39,400 --> 00:22:42,400
climate change is not a
sensitive topic and a picture of

420
00:22:42,400 --> 00:22:45,900
an otter is not automatically
climate change.

421
00:22:46,100 --> 00:22:48,400
Absolutely.
So that issue about, you know,

422
00:22:48,400 --> 00:22:52,900
misreading what industry people
are in meta and other platforms

423
00:22:52,900 --> 00:22:55,000
have not really figured out
properly yet.

424
00:22:55,500 --> 00:22:57,700
Lawrence response.
Question forcing real answer.

425
00:22:57,700 --> 00:22:59,900
Is it is not the Forms
themselves.

426
00:22:59,900 --> 00:23:02,100
It is getting the creative from
clients.

427
00:23:02,300 --> 00:23:05,400
Getting creative is always a
pretty big hurdle especially if

428
00:23:05,400 --> 00:23:08,100
it is Video.
Winston, Churchill once said,

429
00:23:08,500 --> 00:23:11,200
Perfection is the enemy of
progress.

430
00:23:11,300 --> 00:23:14,100
Okay, interesting Winston
Churchill quote, they're doing

431
00:23:14,100 --> 00:23:16,800
Brown response to question. 3
seen at least in Canada, some

432
00:23:16,800 --> 00:23:19,800
brands have caught interest
audiences that work.

433
00:23:19,800 --> 00:23:22,100
We can test those against new
creative.

434
00:23:22,200 --> 00:23:26,300
If we can get new creative can
test new audiences even doing

435
00:23:26,300 --> 00:23:28,800
Broad and look-alike with USA
brand.

436
00:23:28,900 --> 00:23:33,000
As anything goes, Tim Halloran
response to question for saying,

437
00:23:33,000 --> 00:23:37,600
resetting learning when I need
to make edits or Test new copy,

438
00:23:37,600 --> 00:23:42,100
or try out a sill image for a
promo or edit because pricing

439
00:23:42,100 --> 00:23:44,300
changes.
Basically, anything that has to

440
00:23:44,300 --> 00:23:47,600
do with resetting learning
because you want you to test.

441
00:23:47,600 --> 00:23:52,200
It feels like you're penalized
for wanting to improve things

442
00:23:52,600 --> 00:23:54,600
and then, yeah.
Why not web response to Lawrence

443
00:23:54,600 --> 00:23:57,600
as well actually saying this
triggers, our answer getting

444
00:23:57,600 --> 00:24:00,300
budget to help.
Help develop the right

445
00:24:00,300 --> 00:24:03,700
creatives.
There is the impossible task and

446
00:24:03,700 --> 00:24:08,100
why we are always limited on
what craters we end up with,

447
00:24:08,600 --> 00:24:10,900
Jillian takes us on to question
five saying, are there any

448
00:24:10,900 --> 00:24:14,800
resources you found that help
your social ad creative either

449
00:24:14,800 --> 00:24:19,000
inspiration and or for testing a
guerrilla girls checking the ad

450
00:24:19,000 --> 00:24:23,300
library and browsing what brands
in other verticals as well as

451
00:24:23,300 --> 00:24:26,500
competitors are running.
Good inspiration to try

452
00:24:26,700 --> 00:24:30,400
something different or borrow
things from Amnon competitors to

453
00:24:30,400 --> 00:24:33,000
see what we can apply.
And stay authentic to the

454
00:24:33,000 --> 00:24:36,900
Brand's we advertise for Diana
goes, I love watching ads for

455
00:24:36,900 --> 00:24:39,200
any vertical.
And on any platforms, they

456
00:24:39,200 --> 00:24:42,300
appear on.
It doesn't matter if it isn't

457
00:24:42,300 --> 00:24:45,500
the vertical I'm in, but I think
we can find inspiration

458
00:24:45,500 --> 00:24:48,100
everywhere.
Just on fire team, responds,

459
00:24:48,100 --> 00:24:51,600
saying this is tough because
even, the concept of creative is

460
00:24:51,600 --> 00:24:55,700
important, is new enough to not
have the educational base to

461
00:24:55,700 --> 00:24:58,700
support it.
That said there are some leaders

462
00:24:58,900 --> 00:25:04,100
In the space like Denny dhara
and big hot Denny dhara so that

463
00:25:04,100 --> 00:25:09,200
d e NN e, yd ARA and been
caught, so that's be ing.

464
00:25:09,200 --> 00:25:13,500
Hecho TT bizarre, two handles.
It's also important to expose

465
00:25:13,700 --> 00:25:16,800
your creatives to others.
If you don't have people on your

466
00:25:16,800 --> 00:25:21,300
team to bounce ideas off of join
a community like and fox Wells,

467
00:25:21,500 --> 00:25:24,200
which has its own creative
channel for this very purpose.

468
00:25:24,200 --> 00:25:28,400
Lastly, our plug our own YouTube
show add Topsy live.

469
00:25:28,800 --> 00:25:31,500
Which that dives into
performance creative in a fun

470
00:25:31,500 --> 00:25:34,900
way, a new live show this Friday
at 1:00 p.m. eastern time so

471
00:25:34,900 --> 00:25:38,400
that 6 p.m.
GMT and Dylan online response to

472
00:25:38,408 --> 00:25:41,800
question, forcing clients not
having the capacity or ability

473
00:25:41,800 --> 00:25:45,800
to create enough content.
For testing misalignment between

474
00:25:45,800 --> 00:25:48,700
briefing, the creative team, and
what they produce.

475
00:25:49,000 --> 00:25:52,300
Not always having enough budget
to allocate to testing on

476
00:25:52,300 --> 00:25:55,400
Creative for significant
results.

477
00:25:55,700 --> 00:25:59,500
And when Brown respond saying,
yeah, 1300 plus DT He brands

478
00:25:59,500 --> 00:26:02,700
with links to their Facebook
library and organic IG and

479
00:26:02,700 --> 00:26:05,400
Tick-Tock on YouTube accounts
plus site URL.

480
00:26:05,700 --> 00:26:09,300
If we need creative ideas, first
place we hit.

481
00:26:09,300 --> 00:26:13,900
So yeah, that is a whole look of
a hundred thousand, three

482
00:26:13,900 --> 00:26:17,500
hundred plus Brands and the ads
links to their Facebook and

483
00:26:17,500 --> 00:26:19,300
their library, and the things
they do.

484
00:26:19,300 --> 00:26:21,700
And that's a link.
I'll share in the show notes.

485
00:26:21,700 --> 00:26:24,600
So that's really interesting to
see, love it out.

486
00:26:24,800 --> 00:26:28,100
I can't wait to filter through
that in terms of resources novel

487
00:26:28,100 --> 00:26:30,100
response saying.
In canva is the obvious winner.

488
00:26:30,100 --> 00:26:34,700
I also am not above using stock
creative to test ideas before

489
00:26:34,700 --> 00:26:37,900
investing in custom creative AI,
generation tools.

490
00:26:38,200 --> 00:26:40,400
Also, very useful.
Yeah.

491
00:26:40,400 --> 00:26:43,500
Yeah, generation tools.
Definitely must be big in that

492
00:26:43,500 --> 00:26:45,600
area.
Lawrence Chase response saying

493
00:26:45,600 --> 00:26:47,200
that.
Doing lots of testing is the

494
00:26:47,200 --> 00:26:50,900
best teacher no better tool than
testing your own Brands.

495
00:26:50,900 --> 00:26:55,600
A couple folks I would follow
would be a guerrilla DeFazio and

496
00:26:55,600 --> 00:26:59,500
Danny Darrow who also give a lot
of insights into Social

497
00:26:59,800 --> 00:27:03,100
advertising and actor goes
followed all these people.

498
00:27:03,100 --> 00:27:05,500
So lovely people to follow XR
response.

499
00:27:05,500 --> 00:27:07,700
Question for same.
Number one, getting over the

500
00:27:07,700 --> 00:27:11,100
creative briefs, I collab with
the creative heads and it takes

501
00:27:11,100 --> 00:27:13,900
a lot of time.
Sometimes get the to get the

502
00:27:13,908 --> 00:27:17,700
desired volume to experiment
with three, get the desired

503
00:27:17,700 --> 00:27:21,800
quality to test for.
I MP important, even getting

504
00:27:21,800 --> 00:27:24,400
multiple hooks to test for
videos.

505
00:27:24,400 --> 00:27:27,500
So yeah, knowing how to test
properly is very important.

506
00:27:27,600 --> 00:27:30,300
Donna Elena gives an answer Has
to question five in terms of

507
00:27:30,300 --> 00:27:32,900
resources, saying, I recently
got to play a little with

508
00:27:32,900 --> 00:27:36,900
tick-tocks creative Center when
you can find trending ads for

509
00:27:36,900 --> 00:27:39,900
specific industry or in a
specific country.

510
00:27:40,200 --> 00:27:43,800
Tim Halloran goes, I find
suggesting Pages or known

511
00:27:43,800 --> 00:27:47,600
competitors and make a list then
look through Page, transparency

512
00:27:47,600 --> 00:27:51,700
and screenshot them, break them
down by copy image types.

513
00:27:51,800 --> 00:27:55,500
Bucket them based on feature
problem-solution, Etc.

514
00:27:55,800 --> 00:27:59,200
That's where I'll usually start
especially in on Known

515
00:27:59,200 --> 00:28:02,500
Industries at Villa respond
saying, checking the ad library

516
00:28:02,500 --> 00:28:05,700
and browsing what brands in
other verticals, as well as

517
00:28:05,700 --> 00:28:08,600
competitors are running.
Good inspiration to try

518
00:28:08,600 --> 00:28:12,100
something different, or birth
names from none competitors to

519
00:28:12,100 --> 00:28:14,700
see what we can apply.
And stay authentic to the

520
00:28:14,700 --> 00:28:18,600
Brand's, we advertise for
Angela, Vice response, just

521
00:28:18,600 --> 00:28:21,900
frantically Gathering links to
share with all the creative

522
00:28:21,900 --> 00:28:24,800
teams where you have from the
links that people are sharing

523
00:28:24,800 --> 00:28:26,600
today.
And Julie goes, I have dropped

524
00:28:26,600 --> 00:28:31,000
so many tweets into the recap.
Post already and yeah Julie

525
00:28:31,000 --> 00:28:33,700
delivers goes you an actual st.
Julie, do you need, do you know

526
00:28:33,700 --> 00:28:36,900
that bless?
Why not web response saying we

527
00:28:36,900 --> 00:28:40,200
have been testing a I or
creative brainstorming.

528
00:28:40,200 --> 00:28:43,300
It's usually just a way to
trigger another idea from our

529
00:28:43,300 --> 00:28:47,600
team like oh not that.
But what about this kind of like

530
00:28:47,600 --> 00:28:51,500
having an intern in the design
meeting and yeah, Julie goes on

531
00:28:51,500 --> 00:28:54,400
to question, six saying, do you
have any questions about ad

532
00:28:54,400 --> 00:28:58,000
creative For Hire fire team?
Diana goes, is there anything

533
00:28:58,000 --> 00:29:01,800
that horrifies When it comes to
add creative is if yes, what is

534
00:29:01,800 --> 00:29:04,100
that thing.
And Jessica's I think when

535
00:29:04,100 --> 00:29:07,700
advertisers literally try to
horrify you or confused you in

536
00:29:07,700 --> 00:29:10,700
the first three seconds because
they think that makes a good

537
00:29:10,700 --> 00:29:13,200
hook.
The viewer isn't hooked.

538
00:29:13,300 --> 00:29:16,800
They are confused sometimes
revolted, which isn't a good

539
00:29:16,800 --> 00:29:20,500
lead-in to then try and sell a
product.

540
00:29:20,500 --> 00:29:23,300
Yeah, do not do not scare
people.

541
00:29:23,500 --> 00:29:26,500
And in response to question.
Five, actor goes spy tools to

542
00:29:26,500 --> 00:29:30,000
get inspiration for the ad Hooks
and Ad platform metrics like

543
00:29:30,000 --> 00:29:34,500
video views and watch time.
Dylan online goes the DTC index

544
00:29:34,500 --> 00:29:37,000
that Dwayne Brown put together
helps a ton.

545
00:29:37,300 --> 00:29:41,000
Especially when looking at
brands in similar Industries for

546
00:29:41,000 --> 00:29:43,500
copy.
Especially I'll use Chad, gbt

547
00:29:43,800 --> 00:29:47,900
when I have writer's block on
copy and a guerrilla goes, do

548
00:29:47,900 --> 00:29:49,400
you have a link to this
resource?

549
00:29:49,400 --> 00:29:50,600
Want to check it out?
So yeah.

550
00:29:50,700 --> 00:29:53,900
And that's a tear table link
that he shared.

551
00:29:53,900 --> 00:29:56,700
I think it's the same.
It's very similar.

552
00:29:56,800 --> 00:29:58,000
I threw 20.
Wow.

553
00:29:58,000 --> 00:30:01,600
And it's Spilt it out by
category and everything and a

554
00:30:01,608 --> 00:30:04,800
very interesting question from
actor for the fireteam.

555
00:30:04,800 --> 00:30:09,100
She asks how do you go about
getting the first few creatives?

556
00:30:09,100 --> 00:30:12,900
When the client insists to do it
in-house but takes a lot of

557
00:30:12,900 --> 00:30:15,500
time.
And number two, she asks, how

558
00:30:15,500 --> 00:30:19,500
would you go about testing the
fresh ads for a brand with zero

559
00:30:19,500 --> 00:30:22,100
online presence?
I mean where do you start with?

560
00:30:22,400 --> 00:30:25,300
And then yeah, Jessica respond
saying, we do our own creative.

561
00:30:25,300 --> 00:30:29,100
We don't run creative that
clients make for us with A few

562
00:30:29,100 --> 00:30:33,300
exceptions, I think it helps to
have a conversation that this is

563
00:30:33,300 --> 00:30:37,200
a Performance Based operation
and when creative takes too long

564
00:30:37,200 --> 00:30:41,500
or is to polish from in-house,
tweaking it hampers performance

565
00:30:41,800 --> 00:30:44,800
as your continues.
I would also start in terms of

566
00:30:45,000 --> 00:30:47,900
testing fresh ads with Vera
brand presence.

567
00:30:48,300 --> 00:30:50,400
I will also start with reviews
of the products.

568
00:30:50,400 --> 00:30:53,600
What are people saying that they
like or they hate amplify or

569
00:30:53,600 --> 00:30:57,400
refute those but often if they
have zero online presence and

570
00:30:57,400 --> 00:31:00,800
few reviews, it's a sign.
It's too early for ads and they

571
00:31:00,800 --> 00:31:04,900
need to put in the work to build
some product Market fit first.

572
00:31:04,900 --> 00:31:07,900
And on that note, we come to the
end of our chat today.

573
00:31:07,900 --> 00:31:09,700
I hope you found that very
useful.

574
00:31:09,700 --> 00:31:13,800
Taking some great takeaways
about how to do add create ad

575
00:31:13,800 --> 00:31:16,400
creatives, that actually leads
conversion.

576
00:31:16,400 --> 00:31:20,900
How to test and what to do, what
not to do for your different

577
00:31:20,900 --> 00:31:23,000
audiences.
If you want to continue this

578
00:31:23,000 --> 00:31:26,900
chat and you have more questions
or answers about you know, ad

579
00:31:26,900 --> 00:31:28,700
creative especially for paid
search.

580
00:31:28,700 --> 00:31:33,000
Social, why don't you join us on
Thursday at 12 p.m. eastern

581
00:31:33,000 --> 00:31:34,000
Time?
5 p.m.

582
00:31:34,000 --> 00:31:38,700
GMT on Twitter spaces while will
be continuing the conversation?

583
00:31:38,900 --> 00:31:41,200
Yeah, if you want to have and
you've only have, if you have

584
00:31:41,200 --> 00:31:44,400
any feedback for me or some
correction or anything that has

585
00:31:44,400 --> 00:31:47,400
been shared, please get in touch
with me on my Twitter at the

586
00:31:47,400 --> 00:31:50,800
marketing, a new or LinkedIn.
Would you have the PPC chat

587
00:31:50,800 --> 00:31:52,700
round of group or we're on
Instagram?

588
00:31:52,700 --> 00:31:55,900
As well as PPC, chat underscore
Roundup.

589
00:31:55,900 --> 00:31:58,100
It would also be great for any
long-standing or brand new

590
00:31:58,100 --> 00:32:01,400
listeners to The podcast a
review or rating in really helps

591
00:32:01,400 --> 00:32:03,300
with that.
Great strategy for people to

592
00:32:03,600 --> 00:32:07,700
realize that it's a podcast work
listening to especially on the

593
00:32:07,700 --> 00:32:12,400
likes of Spotify way or you have
to do is leave or a star rating

594
00:32:12,400 --> 00:32:16,300
is very easy.
So if you go to link tree.com /p

595
00:32:16,300 --> 00:32:19,400
PC chat underscore Roundup, it
will then take you to all the

596
00:32:19,400 --> 00:32:24,000
links that will be easily show
you how to easily leave a rating

597
00:32:24,000 --> 00:32:25,900
or review.
And also by time, you'll be

598
00:32:25,908 --> 00:32:28,600
listening to this, it will be
two days before.

599
00:32:28,700 --> 00:32:31,700
For the next PPC, live.
UK where we'll be celebrating

600
00:32:31,800 --> 00:32:34,300
women's history month.
We've got three amazing

601
00:32:34,300 --> 00:32:36,500
speakers.
We've got some African dishes.

602
00:32:36,800 --> 00:32:40,300
We've got some sponsors are
going to be giving some cash

603
00:32:40,300 --> 00:32:44,100
donations to different charities
which would be fantastic.

604
00:32:44,100 --> 00:32:47,800
You'll be able to network with
amazing PPC Minds in the

605
00:32:47,800 --> 00:32:50,500
industry.
And yeah, amazing food and

606
00:32:50,500 --> 00:32:53,300
drinks alcoholic and
non-alcoholic beverages.

607
00:32:53,300 --> 00:32:56,700
PPC, live is just an event for
you to connect with.

608
00:32:56,700 --> 00:33:00,300
People have a lovely Friday
Evening mostly Thursdays but

609
00:33:00,300 --> 00:33:02,900
because of you had to some
announcements of train strikes.

610
00:33:03,100 --> 00:33:06,100
We moved it to Friday this one
time, but it's going to be a

611
00:33:06,100 --> 00:33:08,300
fantastic way.
To spend your Friday evening,

612
00:33:08,300 --> 00:33:12,500
hanging out with people like
minded people and enjoying it in

613
00:33:12,500 --> 00:33:16,100
a very lovely, relaxed party
environment.

614
00:33:16,100 --> 00:33:20,200
So yeah, join us for the PPC
party for of end, for end of

615
00:33:20,200 --> 00:33:23,300
March, which would be on the
31st of March on the Friday.

616
00:33:23,400 --> 00:33:28,100
Please still go to PC live at
UK.com to get your tickets early

617
00:33:28,100 --> 00:33:30,300
20s.
Lb special announcement though,

618
00:33:30,300 --> 00:33:32,900
for Charities.
If there's multiple of you that

619
00:33:32,900 --> 00:33:37,200
want to come, I am happy to do
one ticket for all of you

620
00:33:37,200 --> 00:33:41,200
because I really want to
encourage Charities who might be

621
00:33:41,200 --> 00:33:43,900
struggling with funds to go to
these kind of events.

622
00:33:44,100 --> 00:33:49,500
So yeah please contact me at
hello at PPC live UK.com just

623
00:33:49,600 --> 00:33:55,500
email hello at PPC live UK.com
and I would love to get ya, get

624
00:33:55,500 --> 00:34:00,000
you guys out a ticket for
multiple of you To join us.

625
00:34:00,300 --> 00:34:03,200
Finally, remember for your
campaigns and businesses to

626
00:34:03,200 --> 00:34:05,400
Glide smoothly.
There's a lot of hard work

627
00:34:05,500 --> 00:34:08,600
needed beneath the surface so
keep your swans kicking by and

628
00:34:08,600 --> 00:34:09,600
speak to you next week.