Breaking down winning ads #2 This is the video ad that enabled us to go from $500 to $4k in daily spend in a week It was a game-changer for this account as we were able to lower the CPA by 50% Let’s break down why it was so successful A thread:
> Headline It plays on the Curiosity angle I guarantee you there’s not a single dog owner that’s not intrigued with it And that's most important - to get their attention. Not that the CTA here is “Learn More” which helps this ad look like a native article, not an ad.
> Users then check the first line of the copy The word “Viral” automatically signals to the user that this bed is popular That builds social proof and tells the prospect they must see what the fuss is all about The next line increases that feeling Now they must check the rest
>Video starts with short unboxing The protagonist is a girl, which, based on data we know is our usual customer persona It continues with a VO that again emphasizes the popularity of the product by mentioning positive reviews That way we highlight a lot of satisfied customers
The next frame is showing dog actually trying the bed. It helps the user to see how the dog reacts and accommodates to a new bed. After that, we transition to the main part of the video → we introduce a problem
We mention that the dog is Anxious We know it’s a big deal and one of the main problems for a lot of dogs Then we introduce a specific situation when that occurs → owner leaving the home for work That gets users to identify with the situation cause it often happens to them
Then we transition to a combination of features and benefits Usually, benefits are better at communicating the value props, but for this product, features are actually very important to explain how the product actually works Raised rim → protected Soft fur → cuddled
We end the video with a transformation. We show how the dog is actually enjoying the product and how her behavior improved. That’s crucial. People want to see the change and the end goal.
Again, you can see the amount of social proof which is a sign the prospect actually resonated with the product and the ad That’s a wrap Link to the full video: https://fb.me/1Qq7LJcLP1ifdm9
@IstvanicMarin Fantastic breakdown. I think Curiosity is the most underrated angle in copywriting and creatives. Usually advertisers go for Self-interest and Benefits (which is not bad) but that won't super charge their sales the same way as Curiosity ever will.
@IstvanicMarin Great breakdown. Thanks for the value you are dropping, love it!
@Rich_Muskett I appreciate the support. What do you find most valuable?
@IstvanicMarin Dope! Can't wait for the 3rd breakdown:)
@vaitkeviciuz coming soon!
@IstvanicMarin Useful insight right here. Makes sense from a principal standpoint which I love that you included 👏
@IstvanicMarin Awesome breakdown! I’ve been using “sign up” as my main CTA but after what you said about the “learn more” CTA looking more like a native article I think I might need to try that out
@IstvanicMarin Too much value in a single post! 🫡
@IstvanicMarin @readwise save thread
@IstvanicMarin It is like a breaking news that’s grab people attention 👍
@IstvanicMarin @SaveToNotion #thread @threadreaderapp unroll @readwise save thread @memdotai mem it @rattibha
@IstvanicMarin Curios about CPA/ROAS for this ad since we were selling same product years ago. Also since this is an old ad, did you find new different patterns? Always difficult to find new profitable ads
@SZaccato can't disclose exact numbers We did multiple variations of this ads to extend its lifetime
@IstvanicMarin Pupnaps it's Davie's brand?
@IstvanicMarin Great analysis, Marin. Would love to watch the video but the website is down. Could you send it to me as a dm?
@IstvanicMarin So many tips and knowledge, great ad analysis