4.3.2 Make Meta Ads that Grab & Don't Let Go

I'll just kind of kill some time here while people still filter in. But either way, let's get started. And if you're in New York with me, you might have seen the first like five minutes of this presentation, but it's only going to last five minutes. And then the rest is all brand new fresh stuff. All right. Okay. So what I titled this presentation is stop the scroll. And the reason for that is that is essentially the job, the first job of your creatives. And we're going to even talk about what creatives are first up. So what is a creative, if you're brand new to advertising, you might be like, yeah, I creative someone who like makes things. And actually a creative is essentially the images, the ad in the ads that we run. So what I'm going to do is start with a bit of an overview of the entire anatomy of an ad. And how the eye of the beholder kind of in order focuses on different portions of your ads. But essentially the creative part is like I said, it's the image, it's the video, including reels and stories. And we're going to talk a little bit about placements, but that gets, you know, brought up a whole bunch later in some other trainings. But these are essentially all some of the formats. There's always more new ones coming up. Carousel ads, you know, the ones where you scroll through multiple images, right collection ads, which is, you know, where you have a catalog essentially or even an image with a catalog below it. So meta is always giving us different formats instant experience where they can click your ad. They don't leave meta and then opens up a whole other page within meta itself. When I say meta, I mean Instagram and Facebook. There's also what they have called an audience network, which we typically do not advertise on. It's just essentially throwing money into a pit. And then finally, catalog ads, which are actually pulling directly from your Shopify store and displaying on meta in various ways. Okay, so don't worry about writing all these down as you get into your ad accounts. And I know some of you here have been running ads for quite some time. So this is preaching to the choir, but you're going to be able to experiment with all of these things. Because at the end of the day, there is no right or wrong format when it comes to creatives, when it comes to advertising in general. So like, yes, I'm going to give you some best practices today. But at the end of the day, you have to try things. You have to put your best foot forward out there. You have to make the best awesome ads you possibly can. We're making 30 of them in this month. And I can almost guarantee that it's going to take a few months to get through all those 30 ads. And hopefully at the end of it, we find a few winners. But basically, everything I say here is almost rule of thumb rather than scripture. Right. Every ad account is different. Every ad account and pixel and how the AI works responds differently to different creative types, different copy, different formats. So this really comes down to, you know, you trying what we can tell you is like a really great place to start and then iterating from there. Okay. And we have a whole bunch of new trainings on how to test and how to properly test. But basically, the biggest takeaway you can have is there is no rule set in stone. There's no format that works every time. There's no hook that works every time. There's no type of content that works every single time. You have to try it. I hope that sinks in. All right. So let's talk about the visual hierarchy of an ad. And it's entirety. And the reason I'm doing this is because you're going to learn pretty quickly that the most important part of an ad, there's a lovely austrum outdoors ad, the most important part of the ad is the creative. And the reason for that is not only that, I mean, it kind of goes without saying, but the human eye is naturally drawn to the creative, of course. This is what, this is what stops the scroll. Okay. So like intuitively video should work better, right? Because it's animated, it's moving. People see it. They stop. That's definitely not always the case. Static images can work just as good or if not better. But again, rules of thumb, people in your creatives work great. People's faces, not just the lower part of their body, bold colors, high contrast, unusual compositions. Essentially what we're doing here with our creatives is to get people to stop, take in whatever this may be. If it's a video, watch the video, if it's a photo, what they're going to do next is move on. Okay. I'm going to have to do this. So creative is the number one driver of performance, though. I want you guys to really take this, you know, we work a lot on copy. And that's great because copy is very important. But at the end of the day, your creative is the number one driver. And meta tells you this every, it's just it kind of almost goes without saying at this point, right? So the next thing they look at is the headline and hook. If there's some text on your ad, they're going to look at the image first and then they're going to go to the big bold text. So of course, that has to be incredibly powerful, right? We call it a hook because it needs to hook people and give them something that changes their mind about something, right? Next on the list is sorry, the hook could also be down here or the headline. If it's not, you know, it's both, but this is the third place that I will go. And this is a very basic static ad, right? Sorry, I'm having to scroll through all these slides just to get to where I need to be. But the third place is the primary text. So let's just recap quickly. They look at the image or video. They look at the hook. If it's on the image or video, then they look at the primary text or sorry, the headline text. And then they get to the copy. And of course, as you know, you've worked a lot with Scott on copy. The job of the first few sentences or the first sentence is to get them to click the truncated C more because once they do that, especially if we have long form, we basically opened up a page in a magazine for them to read, right? And if we can get them to read all that, take in our images, take in the whole ad, there's a much higher chance that we've done our job as marketers to at least get their attention and maybe even purchase. Sorry, I'm just dealing with my thing here. There we go. Okay, so you guys all have your amazing copy. Now we want to focus on the creative. The last final thing they look at, which everybody does, I'm sure you guys can attest to this is what I call the bottom matter of the ad. So engagement is their comments. And that's super important too because people do read comments. As I'm sure you know, because I'm sure you read comments, if you see a good ad or a post, right? The first thing you want to do is what are people talking about it, which is very important because we want to own the comments section. All right, so that's just a brief overview of the hierarchy in the way in which people engage with your ads. Right? So like I said, the most important part is the creative. So now let's focus on, you know, how do we make that creative the best it possibly can be? Okay, also there's probably going to be time for questions at the end of this, but I'm going to take you through a bunch of stuff, show you a ton of examples and get deep into it. Okay? So number one is it needs to have a very clear focal point, right? Brand identity, which you don't have to throw your logo on the image. I know in the austrum when we had a logo in the image, but typically almost every placement, you're going to see the brand at the top. So that doesn't mean you need to put a massive logo over in every single thing, but it should, but people need to know what's you. And also a good point again is one of these things where this might not be right for you or your brand, but a native feel like this photo is a great photo. It's not, you know, elevated in any crazy way, but this ad, as you can see here, had a 37 row as, which is a great little row as to have on an ad, right? So the messaging and copy on your, especially on a static image, if you're going to do it, again, you don't have to put text, you don't have to graphic design your ads, but if your brand calls for it, like this when in particular, this is JJ Smith, she does like a million dollars plus in sales per month. And this ad did great. And it's basically hinges on person with the person, face, human, holding the product. So people have a good context that's in a what they're buying and a really, really powerful hook. Diet next, recizer, a waste of time, if your hormones are out of balance. And it's very clear, very concise. It's not trying to be cute. It's basically saying it's calling out the problem and people might not even be aware of that problem, but we are now getting them into that. Yeah. Number three. We're going to talk about placements in a later course. However, in this day and age, I highly recommend doing a mobile first format. Pretty much no matter what. Right. Yes, we're going to want to edit our placements, but most people are engaging with our things mobile. So you might as well start with a mobile first format, which means vertical orientation. We're going to talk about captions in a second here. And I'm actually going to bring this add back up. But basically we want a cater to people who are on their phones first and foremost. And everything else can either we can customize the format to fit the rest or meta is going to do it for us, but we want to make sure, for example, that our captions are in the middle of the screen, not at the bottom, because once it does format otherwise it's going to cut that off and all of a sudden the captions are useless and it looks sloppy. We want people to actually read those captions. All right. So here's another one that again, take it for what you will, but like typically an organic style of creative works better than like an overly polished highly produced piece of content. And that's amazing news for most people because nobody likes spending $10,000 on a production company to create an ad only to find out my little TikTok style. Screen over works better or my static flat lay of my super pants works better. Right. So Again, you guys are all on social media. The point is is what do you like to look at when you're on social media? Are you there to look at ads? Or are you there to like engage and look at cool, interesting things that are typically created by people like us. So definitely up to you. This also raises another interesting issue, which is what we call in the business banner blindness. And you probably experienced this back in the day watching TV when ads come on or just scrolling on banner ads on newspaper sites, but basically our brains are essentially we've been so inundated with ads over our lifetimes that our brains are almost programmed to recognize an ad within a split second. And know that it's an ad and to skip it. Right. So what you're really trying to do here is hook them stop the scroll by showing them something that, you know, could be something that their friend made. Unless you're a massive multi billion dollar brand that has millions of dollars to spend and need this tight, tight aesthetic that goes with your brand guidelines. We can get away with doing things that aren't so polished. And finally, sound and captions. So if you have a video, you might as well put sound on it. Right. If here's my kind of like big philosophy when it comes to advertising is, why would we ever pull punches if we're spending money to do this? Why wouldn't every ad that we make be the best possible ad? So it's why would you run a video without audio, right. And again, never ever run a video ad that has any kind of dialogue whatsoever without captions. Right. There's tons of tools you can use to add captions. Cap cut meta will do it automatically. But basically, if you're putting a video up and it does not have captions and someone's talking, you're losing something like 80% of people who are on their phones, probably, you know, on a bus or somewhere public or anywhere. And even if I'm alone by myself, chilling, I usually do not have audio on. Right. Is that Is that you guys too? My generation. Yes. We do not look at it. So therefore, you need captions and those captions are just are exactly the copy that you've been working on, right. The script that you write is based on all the stories, selling ads stuff that we've done, which means these captions are going to be just as captivating as your primary text, which means what are we're trying to do with that is get people to turn on the audio. We want to grab them so hard that they're like, I need to hear what this person is actually saying. Okay. Again, a huge takeaway when doing creatives is again, make sure the text is in the middle or close to the middle. It might say on certain placements that you can put it down here. And this is the safe zone. But as soon as it reformats to another placement that we didn't even predict was going to show all of a sudden that's cut off and no good. So it's kind of annoying to look at it and be like, I have to have these captions right in the middle of the video, but it's going to save you on like all your placements tons of work, tons of, you know, potential loss sales. All right. Let's keep plowing ahead. So a huge concept I want you guys to take away with is, you know, where what are we telling the people that we're advertising to based on where they are in their customer journey. Right. So if they have, if they don't know who you are. How do we change our message to get to know them if they did if they've seen that ad they've clicked that ad now we're retargeting them. They're warmed up a little bit. They're kind of middle of funnel. Then what do we say to them. Right. Finally, when they've done all that stuff and they've been with us and they're probably on our email list, they still haven't bought. How do we get them to actually buy then. How do we knock them over the edge to purchase. Right. So let's look at this funnel a little bit. So at the top of funnel, the audience is, you know, kind of problem aware. And their problem might be as simple as like, I need new jewelry. I'm thinking about buying some new jewelry in this case. And what we want to do is really just. This is cold audience, right. They don't know who we are. They don't know anything about us. We want to hook them the best way we can. And one of the best ways to do that is just show them your product and it's best light possible. And usually a company that was some really, really good copy and good things can happen. So what we're trying to do here is number one, get their attention. We always want them to buy as fast as possible, right. So like showing them a product is almost, you know, leaning towards like bottom of the funnel type content. But if we can get a whole bunch of people to buy on first click, we were very happy or at least get them very engaged and we're not essentially hiding behind. Anything we're just going out there and saying here we are. Right. So clear hooks. And another place. Another thing that works really good here. The if you remember TBIF is brand attributes. So if you are involved in your brand has a really good story. This is a great place to tell that story. As long as you maintain that product focus. So it's not just here's a random story and I sell iPads at a mall key. Right. So good things to use in your cold or clear hooks show the product, get people to stop scrolling, get people to engage with the ad. And ultimately, I want people also to purchase here. Okay. Middle of funnel. Basically, this is people that are warm. And when I say warm. I mean, they've seen an ad. They've probably clicked on my ad. They've been to my website. They've done something. We're retargeting them. And I'm going to talk about how Advantage plus and AI is changing the way that we can even stack these, but essentially now we want to show them that other people love us, but like love us. Right. So really focus on influence attributes. They saw our product. Now I want to show them that other people bought our product and love it. We can also use UGC, which is a very similar tactic with, you know, as opposed to just listing in your copy or in or in your Creative testimonials, you actually get people To hold your product and talk about your product and talk about how great that is. Right. There's tons of tools that we can use to get people to do this. In fact, when we were in New York, there's a patina like Basically, people were like passing around their products and shooting little UGC videos. So like we use each other for this. Like a lot of a lot of our clients will send me stuff and I'll do UGC videos. So anywhere we can get it. But if you really need to, you know, if you have the dough and it's not that much money, you can use a tool like billow, for example, B I L L O. And basically you can pick people who are professional UGC creators, give them your product and they'll do a sick video review for you. And yes, they can work and know they cannot work sometimes, but like great stuff for middle of the funnel. Other things you can do are like product demos. So or even this is a behind the scenes kind of product demo of a hot sauce company, but show people how the product works. right Natasha you like if they bit down on the idea of your pants they go to the site they maybe they maybe didn't get the full idea of why they're so magic and why they're so special. Oh Gata. Billow is one of them. Gata asked which company does the UGC? Billow. There's other ones out there. They're always kind of cropping up. Now Billow used to be really cheap. Then it got a little more expensive. There's probably ones that are cheaper out there. But even if you just Google UGC creators probably find something. Honestly my favorite way of doing it was using friends and really good customers that are kind of close to you. You have you have a bit more control as to what you can do. Yeah and it's talking about retargeting ads. We're going to talk about this in a little second here. But yeah people love behind the scenes. They love seeing what you what you are doing how you make your product all that stuff. Right. And then finally bottom of funnel which is very much people who are hopefully ready to buy and arguably have already bought or will bought or like are already your customer. We're retargeting them as well because the best kind of customer is one that buys more than once. So this is where we go very heavy on the transactional attributes. This is essentially we're giving them that final nudge to buy now. Now is the time. You've you've looked at it. You've been to our site. You're maybe on our email list. You're humming and hauling all this time. Here is your reason. Right. And all of embeddies here his and they were funny enough. Again you guys are going to have to iterate this stuff because this copy that Stacy runs at all of embeddies is like all through the funnel. And it's basically scarcity. Right. So urgency. Get it now. And this is a catalog. Get it now or it is gone. Catalogs work great bottom of the funnel. And as I'm sure a lot of you guys know running a catalog add no matter where you put it will probably eat all your budget. So I definitely start with catalogs at the bottom of the funnel and kind of move up from there. But as you and if you've talked to me for more than 20 minutes, you probably know I'll run catalogs to cold audiences all day every day too. So again, there's no rules of thumb here. Right. And if you have a ridiculous amount of traffic and back in my day, this worked really well because this was when there was no privacy laws in place. We could track everybody and everybody's actions and retarget them like no matter what cart recovery abandoned, abandoned checkout ads are a real thing that can do really well that you kind of have to have a lot of volume for those to work. Otherwise your audience will be very, very small. For example, in the new age of internet privacy, if you have a hundred people reach checkout, you're retargeting them. You'll probably only reach five, which means you probably need like thousands of people checking out. But once you're there, can work great. Okay, so I'm going to anticipate, oh yeah, our CADs, Natasha, AI, UGC. If it works, it works. I have no qualms. But if you guys have been running ads, you also know that like advantage plus sales campaigns are a big thing right now, which means our funnels are essentially in the hands of Meta's AI and how they deliver them. And the going theory, which I've seen work quite well, is use this methodology within an ASC and let AI figure out where that messaging goes. It is smart enough to figure out where in the funnel your people are and what messages it should deliver to them. Right. So just because we're not having like, you know, three separate campaigns, one cold, one warm, one hot, doesn't mean we still don't use this methodology. And honestly, it can be a blessing in disguise because once you do start running these ads, you might find that like a, like an unboxing video or a product demo works amazingly well cold. Okay. So there's no harm in trying everything at every stage just to figure out where the sweet spots are. As I said, every brand is different, every ad account is different. And yes, you guys are aware of the plug and play ad vault, yeah. It's in school. If you're not, I'm going to show you right now. I'm also going to jump into another presentation of something that we use at our agency that's going to give you like basically the rest of this presentation is going to be like 30 examples of ads that you can run. Let me just exit out of this. But if you have not seen the plug and play ad vault, go into your classroom and check it out. So I saw a comment come through. Read the comments go. Have you guys seen this? Lots of good stuff in here. What I do a lot of the, I think all of these though are static. So if you're doing 30 ads in 30 days, yes, you're going to get a lot further just making static designed ads. However, I implore you to make more richer video content. Even if you think it's cheesy, that's why we have this community. We can share it. We can, you know, critique one another and basically give you the blessing that like, no, this is something that you should be running. And I ask a question. Yes, absolutely. Thanks. I find that my videos that I make get a lot of views, but not as many sales. Very common. So again, it comes down to like having the variety and does your, and your images get better sales? Yes. Okay. So there's certain metrics that we can look at. I wasn't going to go into this today, but what you want to be looking out with your videos is hold rate. And there's a column for that in meta ads. And what that means is like, how long did they watch the video? Because what you'll typically see is videos, if it gets a three second view, I think even less, it's going to count as a view, but isn't really a view. If that makes sense, right? Like they didn't really engage with it. So like, what we really want to look at is like, are these video views holding longer than like 15 seconds? Or how much of the video are they watching? Got it. Right. You can, yeah, and you can set that like how many people got 75% of the way through? Okay. So when they are just quick views, would you recommend not doing those videos or trying a different type of video? Well, yeah, I would look at the data and look at the hold rate, for example. And if it's low, then I'd be like, okay, I need a better hook. I need a better first, oh, I need a better first second of that video. Understand. Right. Okay. So it's that first, first glimpse. Literally, like, it'll auto play. And if they're scrolling, you need to get them to stop scrolling. Right. So it's always about that. Yeah, first few seconds. Okay. Understand. Okay. Okay. Cool. All right. So highly recommend going through this, but I'm going to now show you this is a, oh no, right at the beginning of it. Okay. So this is a thing that we do with our clients that socialite. And as I'm going through some of these examples, I want you guys to kind of think about, first of all, how you could deploy these second of all, like where you think they would be in the funnel when it comes to like advertising. Maybe I'll comment on that a little as we go. But I'm just going to, it's a whole bunch of, there's a framework. These are the frameworks we work in when we're not only getting our clients to get creative for us and create things, but like how we make them ourselves. Okay. And you're going to, there's going to be some that are repetitive, but yeah. And I can also tell you that all of the ads in here are our clients. And all of these ads are very high performing. And I'm going to be able to, I'm going to share this entire presentation with you probably in the plug and play vault. I just have to fix a couple of the links. Okay. And yeah, it's all based on like psychology where they are in the funnel who, you know, in their e-customer purchase path. What the brand is, what people want to see from your product. So like, you know, again, it's all should be kind of intuitive. However, the biggest thing that I notice, almost every day in advertising, it's the what I thought was going to win, fails. And what I thought was just a random, you know, like, let's try this. Can sometimes do the best. So try a lot of things. Okay, so problems. solution. Again, you saw this ad, right? People who are exercising like crazy, not seeing results, maybe it's because your hormones are out of balance, right? That's a pain point. Someone who's working very hard and not seeing results, here's the product for you. Probably some top of funnel type stuff, right? Us versus them comparisons. So here's one of our accounts. We sell patio furniture. Here's their amazing set that looks beautiful and it's actually lower price than the other brand who looks kind of bland and just has like this bush behind it. Yeah. You're going to give you some more examples through the right directly to the ad library. Like I said, I'm not going to click all these. Some of these links are broken. Because you know, ads are constantly turned on and off, but maybe we'll just toss in some or images to give you guys some examples. The listicle, right? If your product is very functional, you know, list out in an easy to digest way. It's functions. Why it works. What it does, how it impacts you, how it's going to change your life, right? Supports my energy level, supports skin hair, nails, supports my immune system, simple morning routine. The before and after, right? Show, you know, sorry, Natasha, you're always at the top of my screen here. So I'm going to keep talking to you about like, you know, what are the, what are the old pants look like? How do they fit now? The before and after it. You know, you make entire charts on before and after and all the content for your before and after video or image or copy or whatever, probably already exists, right? Mm-hmm. Down to more examples. The tutorial or how to, you saw this one already and it's literally just this girl, it's a UGC piece of content doing like the tick-tock, you know, layer over screen going through basically saying how they can purchase and how you, like this, this product is custom jewelry. So she's kind of going through and talking about how to do that on the site itself and how easy it is and how great it is and how cool it can be. Under content, who's got founder content out there? Natasha does, I know this, but this, again, very top of funnel all the way down the funnel. People seeing you and the real person behind it and the story you have to share and the authenticity is like probably the most powerful thing that we can do. And the best way to describe this is like, if you think of like a Sephora, for example, what's the difference between your little skincare company and a giant conglomerate and the differences you, sure these guys have billions of dollars to spend, right? Sephora can post an image of black and white stripes and we'll probably think it's either them or footlocker, but they don't have the personality and the person anymore, right? That is our advantage against big brands is us and our passion and when the spider bit us, as Scott would say, and just being able to like get in front of the camera and fearlessly talk about how much you love your stuff and what you're doing, right? This can go, this doesn't have to just be, you know, like story related. In this example here, it's the founder, Neil, it's a really good guy, owns a cool plant store, sells tons of plants online and they're doing, yeah, like how to's from the owner, how to how to care for plants, how to, you know, here's our collection. If you have a brick and mortar store or at least or even a space or a warehouse where you're holding all your stuff, those are like many production studios and just, you know, some of our brick and mortar sport stores that we work with, like the best ads we ever have are just them on the floor of the store talking about products, right? Stacey from all of Embedies is another good example of, you know, women's fashion, use your space, talk about the products in your space. There's just endless amounts of things you can be doing and if you're authentic and you're real and you're not being offensive, people generally love that stuff and you're speaking directly to your customer. It's awkward, but they love it. All right, the testimonial and review, probably some middle of funnel stuff, right? But like in this case with Lundberg family farms, love this brand, they sell rice, cakes and things like that. We're putting literal testimonials in the creative, showing the product, always contextualizing with like what is the person interested, like what are we looking at? And then what do the people say about it? Right? Did the same one with this athletic wear spray? Product focus, of course. So this ad right here for balance from a brand called Sense Natural, this ad drove so many new sales and not only new sales, but subscriptions. So this is a subscription based product. Just showing the product in a cool light, nice high contrast, very clear imagery, can be, you know, do a lot for you, highly recommend it. Also, this is like a UGC product focus video. Again, here's a good friend Lundberg back in stock is like a cheat code. Show telling people that it's back in stock does a whole bunch of things. So number one, it shows that there's scarcity that not only that like people love this product, but that it's going to run out. And I've gone as far in my day, ethically, this may be shady, but to run back in stock ads on things that never actually went out of stock. Take that as you wish, but it's a good way to, it's a good way to just show that like there's urgency that people love what they're getting. All right, some more examples. There's a bonus example of just product focus. Yep. Here's a weird one, not for everybody, but like we've run ads. There's actually a children's toy company that was that I worked with a few years ago that we did ASMR. Do you guys know what ASMR is? No, okay, so it's like, I don't know when it was invented or discovered, but it's basically there's a whole trend online that's been around for like 10 plus years of like videos with people who have like a really soft spoken voice. They're doing something very kind of like tactical clicking things and it makes people feel weird and relaxed and people love watching these type of videos. Again, this has to be with your brand. If I was, for example, if I was a sports store, I would not be doing ASMR videos about my new baseball bats. I'd be doing like action videos. But if you have like a cool product that's very like tactile and like unboxing videos kind of fall into this, but it's just a weird way to kind of like entrance people. And if the product is calls for it, it can work incredibly well from a performance base. So beauty, right? People applying makeup falls into that category. People applying some like, you know, skincare products. Food is a weird one. I don't know. There's a lot of look into it. If you don't know what this stuff is, it's interesting and it can work to the right audience. Of course, our long form story adds. And I just wanted to talk about, you know, if you're doing a text based story add, the creative that goes with it just has to align. So like, again, this is Lundbury. It's one of my favorite clients of all time. And this is one of the first long form story ads I ever wrote, probably in like 2018. And it's actually not this particular ad, but basically we're selling rice. And this is a very top of funnel thing. And I'm looking for tons of engagement on these. And we wrote the story. And it was about farming and it was about their journey across the country after the Great Depression and the Dust Bowl and all that. And the imagery that we used did not even have rice in it. It was literally old school photos like this. The one I actually used in the one I'm talking about was black and white. And yes, it got sales. I think it was like a better than break even row as it had a pretty high spend, but like, basically it filled our funnel. And the engagement is so cool and so crazy and get, you know, getting people on the list. So it's definitely a longer play, but it can pay dividends. And again, just focusing on the creative here, there's no product. It's an old school, you know, photograph of a guy and his daughter. And that's her talking, Britta. Very powerful. Lots more examples. And then Foma regret. Here's Stacy again. So yeah, the feeling of missing out is what FOMO means. So you know, limited stock here today gone tomorrow, back in stock. Last time we stocked this, it only lasted two days. Get it now while you can. Right. And here's everybody else using it. And in this case, we used a catalog, but basically every product that Stacy has here today gone tomorrow. So it works. And gifting, Shereen might be able to get away with some gifting stuff. But so here, this rum company pirate, grub, pirates, grub rum, they're awesome. They're out of the UK. And again, this does have the brand has to call for it. Natasha, can you gift someone a pair of magic pants? Maybe? Absolutely, because they fit all sizes. They fit all sizes. The perfect gift. There you go. No, we use gifting all the time, especially because some of our products actually look like gifts already. Exactly. Right. Like this rum company, it's kind of I've worked with a few like full gift companies. And they're always kind of like weirdly tacky in a way. But you know that they're for gifts. Like this rum is actually good, but it's like pirates grog. It's kind of got this, I don't know, little cheekiness to it. But the one, the other one, you know, I've worked with brands that are entirely based off gifting, corporate gifting and whatnot. And I know you guys aren't all like that. And I honestly, it makes it, it makes it aggrined because the only time a year that you're doing anything is Q4. So basically, this guy would like work his other job until October and then like run gifting campaigns. And that was it. And it's like, let's try Valentine's Day. Didn't work. Let's try all these other holidays. Doesn't work. But anyhow, if you're a giftable product, you can run ads and the AI is smart enough to figure out which audience to serve that to typically, or you can force its hand and actually pick a male audience. See, it gets tricky here because you don't want to confuse the algorithm, but at the same point, if it works, it works, and it's worth trying. Definitely seasonal and holidays. All right, here's an authority ad. There's a great little client of ours. They're amazing. They're on Shark Tank. If you have any kind of, you know, PR or publicity that's coming from, you know, outside of just us running meta ads, run it. And it doesn't matter what it is. We've featured somewhere where you featured in a, on a local news station, try it. And if you have not been featured on a local news station or anywhere, I honestly recommend reaching out and doing it, getting, trying for some kind of publicity. And we've just written a whole bunch of story formats. That's the stuff people want. That's the stuff, you know, media outlets want is good stories. So if we can pitch it to them and they're always looking for content, but like some of the best ads we've ever run are based on, you know, something in the stream is Shark Tank, but even just like, if you remember, a few slides ago, I was talking about Sense Natural's, they're a local to Edmonton, Alberta brand. And they got on like global TV Edmonton. Not only was it a massive spike in sales, but of course, we took that content and we ran it as an ad. Only good things happen from getting external publicity and selfishly for this presentation, it's some of the best creative to run. Right. It is highly produced, but people know it, recognize it, love it. Tiktok comment response is a format. You know, it's guy doing something and then a woman comes on and she's asking questions. This is a bit of, this one's a bit out there. It's better for active on TikTok, but I just included it to kind of give you an example. And like I said, I'll give you the, I'll give you the slide so you can check it out after. FAQ content, really good for middle of funnel stuff. Right. And maybe this is a good time to talk about like how long should your videos be. And if anybody knows me, they know I have an English degree. I'm not an English teacher, but my English teachers would always, and when I ask how long does it need to be, they would always say as long as it needs to be. Right. So top of funnel, yes, you want to probably keep it shorter and snappier. But like when it comes to middle of funnel content, like a FAQ and just if it needs to be three minutes or five minutes, that's okay. And again, we're going to look at these metrics like hold rate and percent of video watched. And if someone's watching five minutes of our content, we know we got them. Right. And if they turn it off after 30 seconds, well, they still watch 30 seconds of our content. So if you want to go middle funnel, bottom of funnel, yeah, IG stories aren't more, you can't go more than one minute, but either way, we'll, we work with placements. Sales. This is a pretty obvious one. I wish Lauren was here from Mimosa boutique, but she took sale ads to a whole other level. She was doing like video content for her sales, for her promotion in her store, talking about the products. Right. Yes, you can get away with just like a static image with a bunch of graphic design on it. But I, I would love if you guys put more effort into like big promotional sale ads, because these are times when things can go crazy. And if I go more in sitting right here, and she said she'd like to be from Mimosa boutique. Oh, I was like, how is Laura? What? You guys know each other, but a different one. Okay. My Lauren is right here. Lauren, I think my Lauren is on like, she's got a Southern accent. So I think she's on the other side of the country to you, but good. Shareen, thank you. I'd interrupt, but it was hysterical in this end. Oh, good. Oh, good. Well, get her to do some video content for a shrink, but like, okay, so where was I? What I want to see that what I want to see from you guys this year, especially during Black Friday time are your promotional ads performing better than your ever green ads. I don't know if you've heard me talk about this or you've experienced this, but oftentimes we run a promotion. We light up a campaign. We serve ads. They don't, they don't do as well as our regular ever green ads. However, our regular ever green ads kind of skyrocket and go through the roof because people are, they're nice and seated. They're, you know, seasoned in the pixel. It's hitting a right audience. It's hitting a good pocket. And all of a sudden they click a normal ad land on a site that's decorated for the holiday. And they buy because they're pleasantly surprised that there's a promotion happening. What I want to see this year is more people winning with their promo ads. They typically do okay. And sometimes they go crazy. But for a lot of people, it's, you know, it's the regular ads that do better. But I believe that we can work harder and do better on our promo ads and have them win. Who's with me? All right. There are more lead gen. You guys probably know all about lead gen. But basically typically these work with a really clear offer. Simple creative. Doesn't need to be a big bit long video. We basically just want people to sign up. It's low risk for them. But if you have something coming soon or, you know, a pre release or sign up for a big sale, again, just from a creative strategy standpoint, these don't need to be complicated. They need to just give the message clearly and concisely. Hey, Simon, I have a question on that. Yes, Dawn. Hey, so what do you think about the lead gen as far as using Facebook's versus sending them to a landing page coming off going off Facebook? Does that make sense? Yeah, absolutely. So kind of typically what happens there is you send them to a landing page to sign up. You're going to get fewer sign ups, but it sign ups that are higher quality versus on meta. You're going to get a lot of sign ups. And then that list will probably be pretty dead for quite some time. However, again, Dawn, it really depends. You got to try. It depends on a brand. Like, I have one account. We run lead gen 365 days a year, generating tens of thousands of leads per year. And I looked at that list a while back and it was worth $1.7 million in a year. Wow. So it can crush. And that was all on meta. And then I'll run lead gen campaigns for three months. Look at that list six months later and not a single person has bought. Wow. So that very much depends on things that I have to try it. I've got an anniversary sale coming up. So I've got. of VIP waitlist that I'm going to be running tomorrow. So I might try doing Facebook and see what happens. I mean, worth a try. Try it. And like you have a lower ticket item. Like it's, you want people on your list because they're probably going to run a race in the next few months right. Couple per year. So they're probably going to come back and buy. Like this, the brand that I was talking about was a jewelry brand. So it was very high ticket. But that means it's a longer sales cycle, which means we're pumping them full of campaigns and flows for a, you know, a while. And eventually they buy and each purchase is worth $1200. So yeah, if I got 20,000 people on that list and a hundred of them bought, that's good. Or if that yeah, for sure. Okay. Thank you. Yeah. So what I recommend as well with lead gen here is if you have a list, check it pretty regularly. Right. You can check the value of that list. You can make a segment or you can download the list. But like don't give up after like one attempt and then nobody bought on my first attempt at doing it and then say lead gen doesn't work. Look at that list in six months from now. There might, there's probably going to be people and new customers that you picked up. All right. Behind the scenes, we kind of talked about a little bit, but like everybody loves seeing what's going on under the kimono. Said that once when got offended. But no, they like people love seeing what's going on. Like if you're, these are real authentic, you know, videos that you're doing, you're packing stuff up, you're just showing who you are and that you're real people running a real small business and people love it. So do it. And that is all. We have time for questions. If there are any, I've missed. Okay. Amanda's product is huge with gifting. That's great. Yeah. Amanda, that's the shot ski, right? That Amanda? Yeah. Yeah. Of course. Amazing. Sean just did a five minute segment that sold us out on national news. Yeah. I mean, you got to do what's right with that. Like if it's a long and there's a boring talking head blathering on about nonsense, get to the heat as quickly as you can. Yeah, ask a question. Yes, you may. Okay. So when you're talking about doing an ad with things that have been featured, does that include, you know, when you pay to be featured? Yeah. I mean, that's not like you could probably include that in your copy. Of course, it's being on your website. As then you just have logos, right? As there is actually a link that takes you to where they actually feature you. So they've got a little story. Okay. So they choose one of the pictures that you send them and they make a. What I would do, I'm going to pull this up. What I would do in that case here, this is a. This is going to illustrate it just fine. You take a screenshot of that. You don't drive them to that site. Not correct. Yes. But like say, say like this is a Reddit comment or a Reddit post, but like say this was like the headline of your article. Uh-huh. You kind of do that. You take the headline in a bit of the text and, you know, tie it back to your product as best as you possibly can. Yes. Yeah. That's kind of what I meant. They're not to send them to that link, but to send them to your product link, but with that picture. Exactly. And this accomplishes a couple things. First of all, it's like really good authority. But second of all, people are really used to reading this format, right? Say this is a newspaper article. Say this is like New York Times or whatever. They know what the headline looks like in a New York Times article. And it's something that they enjoy reading. So you're grabbing them that way. The issue with it is it's hard to show your product. But again, you don't necessarily have to. Understand. Yeah. Understand. Okay. Yeah. Thank you. Something. And it's got her hand up here. But something that struck me too that maybe I need to add this to my presentation, but something that's been working quite well for quite some time or meme ads. Depending on your brand, of course, but like using a meme format to get people interested in your product. Again, same concept that people are very conditioned to being able to absorb that content quickly because they're used to laughing at it and having fun with it. And of course, you still need to make yours fun and legit and not misuse the meme format. There's nothing cringier than that. But there's can really lead to some good top of funnel traffic. All right, Anne. Hey, Simon. So you were talking about the ASC campaigns. And I was just trying to understand that a little bit better. You were saying that doing the Advantage Shopping Campaign meta figures out which ad to serve to which people in the funnel. So if I'm setting up an ASC campaign, should I do a top of funnel, middle funnel, and a bottom of funnel ads? I mean, copy inside that ad so that it could figure out which one to serve them or am I overthinking it? No, you're not overthinking. That is how you should think. It's not. But with ASCs, it's essentially hitting the whole funnel, right? Right. Right. So just be cognizant of when you're creating these ads, like who you're speaking to. And ASC should figure it out for you. So you're saying specifically do one ad that speaks to top of funnel, one to middle of funnel, one to bottom of funnel? Yeah. Okay. I mean, again, when we're going to do that, it's probably not going to work perfectly the whole way down and then we're going to start iterating things, right? This is. And we'll end up where we end up. And it'll help me figure out what's working, what's not working. Okay. Exactly. I think one of my media buyers, who I've used to employ many years ago, who moved on, told me a little hack that you guys could try as well. But basically, if you're thinking this top of funnel, middle funnel, bottom funnel, cold, warm, hot, kind of ideology, and you have videos that are kind of catering to that, he's like, try just stacking the video one after the other in one big long ad. So their top of funnel videos, like the first thing they see, the second thing they see, they're warmed up. And then it's moves on to like, "K, well, boom, here's the offer." And it makes sense logically, right? Interesting. Yeah. But at the same time, again, they might need more warming. It depends on the product, but just something to think about. Oh, cool. All right. Thank you. Yeah. All right. And. Hey. Um, memes. What are the mechanics of, like, all the memes that I see are I don't know, AI generated or. Yeah. How would I make a meme? Well, free, like, your canoe culture. Right? So. And you want to tie it to the backpack. So this is something you're putting me on the spot here, Anne, but. No, no, it's actually the mechanics. So that the meme could be, everybody runs the risk of being turtle, where they can't get up because they're falling backwards and they're heavy-packed, right? Yes. So that's a meme, but I don't have a photo, like, I can't draw it. Like, how. So. It's not so much a comic, so you need to find an existing meme format. Oh, I don't even know about that. I don't know anything about that. You need to be on the internet more. Okay, let me keep my eye open, but like, hear me. I can show you some examples. And I can Google this too. I have some friend on Facebook that's always sending pictures of otters, drinking coffee, and making some snide remark that I think is weird, but. Okay. Is that a meme? Like, it could be. So like. Oh, yeah. This is an ad, right? This is a reddit ad. Oh my goodness gracious. Yeah, like, you scroll reddit to sort of Instagram, even, it's a great place to, you know, get meme ideas. Here's a meme. Yeah. Oh my god. Right? I don't know if I know how to do it. Yeah. It's something you kind of have to. And it's something that your audience needs to understand. And you're like, they're in the in-group when they get it. But I feel like your products are very memeable. Yeah. The turtle, right? Yeah. Let me keep my eye open. I'm always scrolling through stuff. Okay. We did one meme actually where then we bought, we got a famous cartoonist to draw it out for us and it was, "Well, why do they call it a canoe pack?" And so that's the headline, but the cartoon was actually trying to stuff the canoe into the canoe pack. But the canoe packs are geared and it's not for the canoe. And some people got it and some people didn't. It was pretty funny. Good for them. Oh well. Thanks. Alright, thank you. Okay, well, I hope that was valuable. Last question please. Yes Natasha. Going back to the video hold column. Yeah. What do I type into that column to pull that up? Let me record something for you. I'll see if our guys put that in as one of the metrics and if not we can add it. But I'll send you a little lume on that. Thank you. Yeah, and I'll send that to everybody. I'll post it. Okay. Alright. We may do a look for your post. On school.com. I'll tag in it. Okay. Alright, thank you. Alright, thank you guys. Have a great day. See you out there.