Welcome to module 4 our final module. The AIDA hall of Fame. I’m going to take you through some of our top performing AIDA ads of all time. And the important thing I want you to recognize as we go through all of these is the varying levels of production quality. It doesn’t require big budgets to make great Facebook. So we’re going to show you different variations of ads talk about why they work and hopefully they
will trigger some interest and creative ideation for you. Let’s get started. The first one is an ad format that I’m sure is near and dear to many of your hearts. It’s very common. The UGC or user generated content. This is a great ad format because it feels native to the platform we’re all used to creating iPhone videos or talking on FaceTime
or communicating with our friends via Instagram and social. And so the idea that a human being would pop up and start talking to me feels very native to the environment. But one of the things I want to point out about why this ad from our own brand bamboo earth works so well is that the copy makes the user a hero.
So what are the things about user generated content is that you have to understand that the user featured in your video actually has no authority in the customer potential customers like they don’t know them at all in some ways that lens to authenticity. But it also is a potentially in an attack on credibility. So how can you as the brand help to set up the person in your video with credibility
before it even begins. Let’s take a look at this, you’ll see here that the copy highlights the eyebrows of the woman in the video. Now unbeknownst to me eyebrows happen to be a element of massive important. It’s for women. So just by saying that a she’s a joy to watch and plus
those eyebrows heart eye face eye. We have already drawn in potential viewers that this woman is someone you should tune into, because at the very least she knows how to take care of her eyebrows. And if you read the comments on this ads they mimic the copy exactly. There’s endless comments on the woman’s eyebrows and abs.
And then we helped from the beginning to establish her as a hero. So let’s take a look at this video do you guys have any idea how sensitive your skin is after a workout. It’s prone to weighing more bacteria. Your reporters are open. It’s usually red or sweaty and so it’s trying to go back to its normal state.
And so I actually just got my workout to the right to tan yoga. And today, I’m going to show you my post workout skin routine. And I use bamboo earth, which is the all time best all natural and skincare brand. Now what I love about this video is that the production
quality is below average at best for half the video she’s cut her forehead off. So it’s not like it’s very clear that this is not a high production quality video but she speaks to a very specific use case a post workout skincare routine. So she’s speaking to something that is personal that clearly she’s participating in the moment.
And it gives a very strong use case for people. So let’s see how it did from a native standpoint. 45 percent 3 second video to impression. Anytime you can get anywhere near 50% on that metric you’ve done an incredible job of stopping people in their feed average watch time of almost 10 seconds. Double digit average watch times are rare.
It is very uncommon for someone to offer you 10 seconds of their hard earned time. I know that might not seem like much, but that is an average watch time on social media is massive. Important note here the longer the video, the higher your average watch times are going to be to begin with. Part of the reason for that is the placements you’re running your ads on.
If your ad is longer than 60 seconds it can’t run on Instagram feed or on Instagram stories. So it’s going to be distributed exclusively on Facebook feed Facebook feed is always going to have a longer watch time. So if you have an ad that’s an I.t. story at its 15 second long their baseline metrics for performance in those categories are going to be different than long form video.
So just make sure you’re taking that into consideration. Now if we look at the remaining metrics desire outbound CTE are of 3 and 1/2 percent. Anytime you can get over a one to 1 and 1/2 percent click through rate you’re doing a great job of creating a clear call to action. That’s creating a desire for the user to come and visit your website 3 and 1/2 percent is a legendary result.
Let’s take a look at another simple low production video that shot. It’s an ad format we like to call the reaction video. If you have a product where people actually have a visceral visible reaction to experiencing it that is a great way to create ad content. We in this case went out to an event with our client
and just shot people experiencing the product. And this guy happened to give us some legendary reactions. Let’s take a look.
I feel great. I always see awesome reaction right. I mean, he’s hilarious. But it’s clear that the experience of the product is really compelling for people. And look at that headline. It really does feel this good. And again, remember what I said earlier. The thumbnail you’re telling me. You see that I’m now on your feet. You’re not stopping to check out why
he’s making that giant face. Really important. Let’s take a look up at the day to day 43% So again bordering on almost 50% stop rate average watch time of 8 seconds and an outbound CCR of 4.3 percent. That’s an incredible outcome for a video shot on an iPhone at an event driving at account growth
like crazy with a real ask north of 4 to 1. And again, just keep in mind if your product is in creates an experience for people that they genuinely love it. It’s an incredibly powerful ad format next and you may notice a theme here with our shirtless man. But thinking about the visual equity of your ad
that makes someone want to stop is really important. And this is where I want to bring back up the idea of living in an infinite creative universe. This brand is a company called Aussie Merino and the reality is they make a knock off of the boot. It’s synthetic wool. It’s intended to be a discount brand and their market position is we are just cheaper
than the other alternative. It would be really easy to fall into a trap of just advertising price as the value proposition because the features or quality of the product. It doesn’t have a legacy manufacturing story. But again, we live in an infinite creative universe. So we can tell any story we want. So rather than it being made in an assembly line at a discount price to try and take out the bottom piece of a market,
we can think about it being made by guy Merino at the sheep station in New Zealand. Take a look. Quality Aussie Merino footwear goes directly from our sheep station to your front door. Aussie Merino from the outback to your shoe rack.
So there you go. Guy Merino. And if you ever want to see some engaging comments go look up the Facebook ads comments on these women are a fan of guy Merino. Let’s take a look at the data. 50 percent three second view impression rate 9 second average watch time a CDC are north of 5% on a knock off a boat a rose of almost 4 to 1.
And this is an ad campaign that was able to grow this brand for a long time. And in fact, what we ended up doing is we created a Facebook page for guy Merino and he would respond in the comments of the ads get everyone all worked up and excited. And then we shot a series of follow on videos where guy Marino would show up and deliver the product directly to some of the women in the comments. We were able to take a boring product
and make it fun by living in an infinite creative universe but it all begins by thinking about what is the visual equity that will capture somebody’s attention and a product that looks like a bunch of other products is not going to do that on itself. By creating this character just like the queen and the miracle brand video from module 3, same idea.
What is something visually interesting that will stop people in their tracks and get them to engage with our brand. Next up a client called Road ID that makes a band that provides medical information for cyclists and runners in case, they were to be injured on the road. So again, the product by itself. If we started focusing on the medical features or the safety
can get boring pretty quickly if we’re not careful. So in this social environment where people were scrolling a mile a day. We have to come up with a compelling intro. Take a look by creating that immediate accident scene
right in the beginning we’re able to capture almost 57% of the initial three second views average watch time in about five seconds CCR 2% and Ross about 3.1. So to go back on the idea of being iterative if we were to have these results on an ad we are seeing are a or attention metrics through the roof. So we know we’ve got that part of the video nailed
where we would then go focuses on the 2nd 5 average watch time. What is happening in five seconds. Could we reorder that a little bit. Could we come up with a way to move our message forward knowing that we’re losing people there and could we come up with a stronger call to action to move our CCA from 2% to maybe 2 and 1/2 percent. So once you have one of the metrics nailed begin to think about the other parts of the ad
that you can use to improve the performance. Finally perhaps my all time favorite ad just because I think it so perfectly speaks to the user that is going to be buying the product. Again, the focus on the customer. One of the things that I get really tired of is seeing brands just talk about themselves just like if you were going on a date, you want to think about the other person you want
to think about the experience that they are having and what they might be wanting to buy your product. Let’s take a look at this Karen called. She that’s the all time greatest line
the Gary gold plated but she don’t know that right. So this is knockoff jewelry again by itself might not be the most interesting thing. But here’s a story that perfectly speaks to the users potential experience. And look at these numbers. 54 percent 3 second video of you to impression. Nine second average watch time, which in this case is almost the entire video and a 6% outbound CCR.
One of the best I’ve ever seen across all of our ad accounts. And it led to a 2 and 1/2 Ross for the brand. So all in all, I hope each of these examples give you ideas about how you can take these different parts and focus on these different component metrics. Attention 3 second video views divided by impressions interest average watch time desire outbound CCR and allow
rose to be the lagging indicator that comes from making great advertising. Thanks for learning with us.