> Ad copy The ad starts with a question which based on the research we knew is a big problem for a lot of our customers It amplifies the problem by hitting hard on the emotions "want to play but have no one to pass to?" These 2 lines do the instant qualification

And we want that instant Yes or No answer in their head The guys that answer yes, will stick to watch the video And to them, we communicate the > Headline which is a Promise headline (and quite a strong promise), which after some testing turned out to be our winning style

> Video Throughout the whole video, there's a banner at the bottom communicating the angle and a benefit of this product We tested the same banner at the top of the videos, but interestingly the bottom one outperformed it tbh, that was a surprise to me

> Hook The video starts without any specific hook, but it starts with the Product demonstration right away You can see a guy kicking the ball very strongly, which removes the initial skepticism people usually had about this product, (something we found out from the comments)

Each scene is accompanied by text that's communicating either with the feature of the product or with the situation in which you can use the product > highly adjustable cord > returns the ball back to your feet

After that, we just continued to add all the possible use cases of a product > Shooting on a goal > Practicing both feet at the same time It was important to showcase a REAL player, so the actions in the video are believable, cause otherwise the prospect would mock the video

Later we also highlighted that the product is suitable for ALL ages, cause based on our post-purchase survey we realized the majority of customers were parents and grandparents which were buying the products for their kids and grandkids This line just helped with their decision

The end screen ends with just the logo Our mistake here was not including a CTA Later we tested the variation with CTA, but it didn't beat this original considering the amount of social proof this ad already had.

Here's the link to the full video: https://fb.me/1LeK0cvvx6YhFAv I hope you liked it. On my profile, there're over 10 more similar breakdowns in case you are interested. If you are spending at least 50k/m on FB ads, and want to scale your ads, DM me to skyrocket your ad account!

Do you run a DTC brand and need help scaling your store? 🚀 We'll help you maximize the efficiency of your FB ad account and add an extra 5-6 fig/month WITHOUT any extra ad spend Go here & stop making the same mistake and burning your money on ad spend: https://bit.ly/inspiremarin

@IstvanicMarin that hold rate is wild

@IstvanicMarin It looked like if there was no string attached to the ball and it was magic or magnetic force that pulled the ball back, that explains the good hold rate and of course cheaper cpa

@Fadel_ibrahim1 Great observation

@IstvanicMarin I consider a healthy thumb stop above 50% .

@Yaivvee You are lucky then if you are constantly hitting those numbers

@IstvanicMarin Awesome breakdown, thank you! Do you test videos at different aspect ratios too? Like 1:1 vs 9:16 …and was this winning creative specifically 1:1?? Can’t wait to try some of this out

@LazarNikolic I don't test that Usually my videos are 4:5

@IstvanicMarin Love this breakdown! Great stuff.

@IstvanicMarin What’s the good threshold for hook rate & hold rate? most of my video ads have hook rate of around 35-38% and hold rate of 25-30%, would you call that dropoffs or a good enough hold rate?

@ecombread That's good

@IstvanicMarin Stupid question probably but whenever these ad screenshots are put, why are they always from Facebook? Is Instagram not where the max traffic comes from?

@paranoidtubeli8 It's the same ad, so it doesn't make a difference

@IstvanicMarin Super helpful thanks! Are you still offering the 30min consultation calls?

@Julian73798 yep

@IstvanicMarin how do you test all these little variants and deciding one beat the other?

@matt____9000 One at the time