video killed my long copy star
TRANSCRIPT
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Video Killed My Long Copy Star
Elliott Pittman
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Who Am IElliott Pittman
15 Years Experience Online Marketing Brands Start Up Mentor Identical Twin
Not a Graphic Designer
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Video Killed My Long Copy StarHow, Why, What
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What Am I Talking About?
Facebook AdsAdwordsYouTube RetargetingEmail Copy
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Who Does This Work For?
Fortune 100Start Ups Everyone Else
Brand & Affiliates
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Our Problem
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Long Copy Performance – Our “Problem”
Existing Customer
Continue to have solid Conversion especially for older, demographics
New Customers
3 Months cycle to initial purchase. Also, younger demos tend to delete/not read/ unsubscribe
Affiliates/JVs
Performance solid but flat. Best performing long copy duplicated and used with our competitors
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What was the Problem?
We hit a WallRevenue FlatLeads FlatConversion Rate Flat
“Down is Down, Flat is Down,
Up is Up”
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“Necessity is the Mother of Invention”
Why did we learn this?
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“Necessity is the Mother of Invention”
How did we learn this?
DESPERATION is the Mother of Invention
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Results
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Results for Business
Revenue - +35% Clicks - +262%Leads - +507%Time on Site - +476%
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Results for Our Customers
Better Experience for Existing More Returning CustomersNew Customer AcquisitionCustomers Becoming Advocates
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What Was the Big Change?
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Right People
Right Place
Right Time
Right Medium
Right Message
The 5 Rs
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Tips & Tricks
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Video Ad Tips& Tricks
□Always have Call-To-Action□Use Captions on Facebook□Test Retargeting via Lookalike and
KWs□Track What You Can and Optimize□ Expect to Fail and Fail Often□Test a Survey Style Funnel□Know What Appeals to Your Audience□Segment Segment Segment□Match Ad Messaging/Flow Cross
Platforms
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Video Ad Do’s
□ Focus Less on Video Quality and more on Demo – Phone Vids Work!
□ Use Different Video Tonality for Different Video Goals: Feeling For Volume, Informative to Core, Edutainment for All
□ Use Video Length Wisely (22 second CTA, 6 Minute Max, Landing Page Experience)
□ CTAs, Controversy, & Brand
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Examples
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Diagram of High Performing Ad
- Image that Matches Demo
- Message- Call To Action- Engaging
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Test Segments
Male Better Performance Female Better Performance
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Example of High Performer
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“Creative without strategy is called art. Creative with Strategy is called advertising
Jef Richards
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thanks!Any questions?
You can find me [email protected]
@ElliottCurtiswww.linkedin.com/in/advertisingstrategist
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