Steal Our Process For Creating Ads That Convert
The brand who knows the customer best wins.
Let’s dive into our process for getting down and dirty with your customer and how we turn that info into winning ads for our clients.
Step #1: Get to Know Your Customers
When you're making ads, the first thing to do is learn about your customers. This part is super important but often gets skipped.
Dive into info about your customers, like what they say in reviews, comments on ads, messages for support, and answers from surveys after they buy. Also, check out what customers are saying about other similar brands - what are their customers happy or annoyed about?
Take at least a week to do this research, especially if you don't know much about the people who buy from you. Talk to your customers and ask them questions to understand why they buy your stuff. You can also use tools to learn more about what your customers like and want.
We also recommend doing customer interviews and surveys and using post-purchase tools like Kno Commerce to understand your customer better. What are their motivations, annoyancees, hopes and dreams?
Put all of your reviews into a spreadsheet and sort them into themes.
Summarise your overall research into a simple document that you can refer back to during your production process.
Step #2: Find Your Marketing Angles
Now that you know a lot about your customers, think about different ways to communicate your unique value to them. This is your angle and is the logical or emotional reason they are motivated to buy from you. Usually it comes in the form of a problem that you solve or a transformation that you help them achieve.
eg: kids clothing rental brand angles:
‘Busy moms save time with outfit curation done for you’
‘Save money and the planet by not buying new’
At this stage you only need the angle - the reason someone buys your brand, why you are different and unique. You want to have multiple angles to test. Don't just stick to one.
In the next stage you will test them out to see which ones work best!
Step #3: Check Out Other Ads
Look at ads from different brands to see what they're doing. Use tools like Foreplay to save ads and check them out later. Look at ads from brands that aren't like yours too. Do this regularly so you know what's new.
Our team looks at the ad libraries for ideas for hooks, angles, and visuals. We try to look at brands outside the client’s industry.
We recommend that you look at a dozen brands regularly so that you can watch new things they’re testing.
This research can give you ideas for frameworks that you can hang your marketing angles off.
For instance, if the angle is ‘Busy moms save time with outfit curation done for you’
Then the ad framework might be ‘3 reasons how BRAND X saves me time as a busy mom’
Some of our favourite frameworks right now:
3 Reasons Why
Us vs Them
Founder Ad
‘I thought I was doomed… ‘
Problem / Solution
Features Point out image
UGC compilation or ‘mashup’ (social proof)
Step #4: Grab Attention with Hooks
A hook is the thing in your ad that makes people stop scrolling and watch, usually the first three seconds of a video. It should match the idea you picked earlier and be creative. The first few seconds of your ad are really important.
One thing that works well is to try to make people forget they're looking at an ad. You can do this by talking about problems they know or showing something they've never seen before.
Hooks can make people curious, show something cool up close, or be a little funny. Look at Dr. Squatch for some funny ideas like this one:
Step #5: Identify your winning ideas
You want a mix of ideas you can execute easily, or iterations of winning concepts, combined with some bigger ideas, that while harder to execute, could give you bigger results.
Safe bets can be the workhorses of your account, but the big swings are what can make your ad account really fly.
List out all your ideas and then prioritise in terms of effort and expected impact.
Remember it’s important to also have creative diversity in your account to find new pockets of customers.
Don’t forget, our team are here to help accelerate your eCommerce business with Facebook, Google, TikTok and Pinterest ads and Klaviyo email marketing.
Let’s chat about your business and goals - email us on hello@webtopia.co
