video killed my long copy star

Video Killed My Long Copy Star

Elliott Pittman

Who Am IElliott Pittman

15 Years Experience Online Marketing Brands Start Up Mentor Identical Twin

Not a Graphic Designer

Video Killed My Long Copy StarHow, Why, What

What Am I Talking About?

Facebook AdsAdwordsYouTube RetargetingEmail Copy

Who Does This Work For?

Fortune 100Start Ups Everyone Else

Brand & Affiliates

Our Problem

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

What was the Problem?

We hit a WallRevenue FlatLeads FlatConversion Rate Flat

“Down is Down, Flat is Down,

Up is Up”

“Necessity is the Mother of Invention”

Why did we learn this?

“Necessity is the Mother of Invention”

How did we learn this?

DESPERATION is the Mother of Invention

Results

Results for Business

Revenue - +35% Clicks - +262%Leads - +507%Time on Site - +476%

Results for Our Customers

Better Experience for Existing More Returning CustomersNew Customer AcquisitionCustomers Becoming Advocates

What Was the Big Change?

Right People

Right Place

Right Time

Right Medium

Right Message

The 5 Rs

Tips & Tricks

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

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

Examples

Diagram of High Performing Ad

- Image that Matches Demo

- Message- Call To Action- Engaging

Test Segments

Male Better Performance Female Better Performance

Example of High Performer

“Creative without strategy is called art. Creative with Strategy is called advertising

Jef Richards

thanks!Any questions?

You can find me atpitman990@gmail.com

@ElliottCurtiswww.linkedin.com/in/advertisingstrategist

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