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- Happy New Year. May your ads flourish
Good morning.
It's January. 2. You know what that means...
Today:
✅️ the emails will find you well
✅️ the circles will be circling back
✅️ the bases will be touched
—Matej Dolenec
What is Happening Today
Table of Contents
Ad Dissection Gleamin
This ad highlights a skincare product designed to fade dark marks, specifically tailored for people of color. Here’s an in-depth analysis of why this ad is effective and how it connects with its audience:
CREATIVE
Before-and-After Comparison: The transformation from uneven skin tone and visible dark marks to smooth, glowing skin immediately captures attention.
This side-by-side imagery is a visual testament to the product’s efficacy.
COPY
By stating that the product fades dark marks, the ad provides a clear benefit, which appeals to those with this specific skin concern
Highlighting that the product is “Formulated for people of color” ensures representation and establishes trust with a specific demographic often overlooked in the skincare industry.
Why It Works
Relatability: The ad speaks directly to an audience segment with a well-documented skincare challenge (dark marks on melanated skin).
Trust Building Through Inclusivity: The mention of formulation for people of color demonstrates an understanding of unique skincare needs, fostering trust.
How do you implement this principle in your upcoming marketing campaigns? Grab the template below!
Ad Dissection Hexclad
This ad effectively markets a high-quality non-stick pan by combining sleek visuals, user testimonials, and trust-building elements. Here’s a detailed breakdown:y.
CREATIVE
This ad effectively markets a high-quality non-stick pan by combining sleek visuals, user testimonials, and trust-building elements. Here’s a detailed breakdown
The bold text “50,000+ 5-STAR REVIEWS” is prominently displayed, instantly building trust and credibility.
The professional setup of the steak and herbs positions the pan as suitable for high-end cooking and appeals to food enthusiasts.
COPY
The quote, “I’ve had this pan for about 18 months now. Nothing else compares.” from Michele C. lends authenticity and credibility to the product.
Adding a name and verification symbol (✔️) increases the testimonial’s perceived trustworthiness.
Why It Works
Credibility through Social Proof
Luxury Appeal
Hexclad Ad
How do you implement this principle in your upcoming marketing campaigns? Grab the template below!
Majority of ads fail
When making Facebook ad creative.
You need to be comfortable with failure.
No person, brand, or agency has a 100% creative hit rate.
Most ads don't work.
You need to be comfortable with 8 out of every 10 ideas being a flop.
And not let this discourage you.
Even the best of the best have a creative hit rate of 25%
No one gets it right all the time.
Even the best of the best have a creative hit rate of 25%
No one gets it right all the time.
Instead:
1. Come up with your creative hypothesis
2. Test that hypothesis
3. Extract key learnings from the test
4. Apply those learnings to the entire creative strategy moving forward
5. Use these learnings to come up with your next hypothesis
Be willing to be punched in the face over and over again and still keep on testing.
And when you find that unicorn ad that scales, all the failed tests will be worth it.
From Ciaran Finn
Google isn’t a strong acquisition channel for new customers.
IF you treat it just like Meta.
The tactics and strategies that make a brand successful on Meta are ineffective at best and counterproductive at worst on Google.
For example:
Ultra-consolidated account structures and going broad?
This is a recipe for completely wasted spend.
Meta has a very simple campaign setup. Your options are essentially an Advantage Plus campaign or a traditional campaign.
There isn’t a lot of variability in campaign type and settings that are important.
On Google, there are 9 unique campaign types and dozens of sub-types that you can build within those and each subtype behaves completely differently from other types.
There’s much more complexity within the system.
But IF you build a deep understanding of:
- Google as a platform
- How campaign types function
- How to both work with and against the systems
You’ll see success.
From Collin Slattery
Closing thoughts
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Matej