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- The Weekly Sharpener #114
👋 Hey fam!
I'm really excited to share this 👊 Monday roundup with you!
Ever wondered about tactics you were missing out on? I do regularly, well we have Aazar Shad and his massive 🧠 sharing 5 tactics you have been missing on paid social. As always with Aazar, they are things you wouldn't expect.
Get ready to 🤯
We also dig into why offers are so integral to making sure your ad creative actually delivers conversion value and why. Hint -> people want to keep their money. 😂
I hope you're thriving, your ads are scaling, and your LTV is going up and to the right!
Cheers,
Chase
Check out Pencil if you're ready to Create winning ads 10x faster with AI. (🤫 - we just launched amazing new pricing + packages!)
Special Tip:
LISTEN: humans have a natural tendency to burn out when faced with too many decisions (AKA Decision Fatigue).
This effect is so strong, it has the ability to influence our impulse control.
Decision Fatigue is also why most cart abandons happen between 6-9 pm.
Courtesy of Sarah Levinger
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Guest Content 🐐
This essay comes from our friend Aazar Shad, So much great info in here!
5 Facebook Ads Tactics You Might Not Have Heard Before
Aazar from The Performers Newsletter and Mastermind group. I am going to share with you my top tactics I learned from my newsletter or mastermind group so can improve your conversion rates.
Let's get into it!
Tactic # 1 Mobile app brands should test on Android
This was mind-bending for me, at least. We have iOS issues with Facebook Ads tracking but no android issues.
Android users have similar AOV (not in my experience). Since you can track which ad converted, you don’t need to wait seven days to get results.
Android users aren't that much different than Apple users, which is like a big consensus that I had previously. So I would potentially try, if you're doing a mobile app, to only advertise on Android Apple ads.
Tactic # 2 How do you fight the low ROAS?
The way to fight a low ROAS is by asking these questions:
How good are your creatives?
Do you have full confidence on the format testing?
If you are using UGC - Do you know what type of creators work for you?
How good is your offer?
And if your creatives are top notch, then it’s probably a landing page issue.
For landing pages and CRO, you need a different set of questions to dig deeper further.
Ask these questions to yourself when you are looking for a landing page issue as a consumer:
What is this product?
Why does it exist?
How does it benefit my life?
How can I trust you?
Why is this product the best option in the market?
How does it work?
How soon can I get it?
And if you have figured out all of this and still seeing Low ROAS then either you have a product-message market fit issue or a product market fit issue.
For product-message market fit issues, listen to this pod to dive deeper or read this blog.
Tactic # 3 - Increase your budget drastically on the days when you see Fb is giving you the best ROAS
If FB ads are working out really well for you and giving great ROAS then read carefully.
One of our mastermind agency owners increased his budget. He increased some times from 300$ to 10,000$ and saw great performance.
Why does this work? Fb has found the folks; you should only increase it for 2-3 hours to see the results; if it does not work, go back.
Tactic # 4 Use the Chiasmi principle for your UGC or video ads
You might not have heard of this copywriting tactic but have seen it somewhere.
It's called Chiasmi.
It’s a verbal pattern in which the second half of a phrase is balanced against the first, with the critical element being reversed.
Here are some good examples for you:
Do you want your money in the bank or bank in the money? How can marketing keep spending money if there is no money to spend?
So, next time, try using your hook with Chiasmi.
The analogy and the moment of truth were like someone having a really fun experience.
Here's an excellent example in a video script and the video link here:
Tactic # 5 - If you are using an influencer, use stage effects and hook with deeply relatable questions.
The video is here.
Key learning:
Long videos – add more hooks and open-loop questions
Use stage as a hook
Agitate the pain by asking a question
I hope you can use these tactics for your paid social ads. Let us know which one stood out to you.
Thread of the week 🤌
I’ve analyzed more than 1,053+ offers from DTC brands, and 95% of brands don’t get it right.
There are three key elements of a good offer that you need to crush first order profitability.
— Daniel Okon (@thedanielokon)
Feb 10, 2023
Why it matters: I talk to marketers every day, amazing marketers or brand owners, and many still blame creative for not converting sales.
The absolute truth is in a perfect world it is still 3 touch points for customers to complete their purchase is: Add -> Landing Experience w/Offer -> Checkout.
Remember, this is in a perfect world. The actual world is much messier and requires ad recall, offer recall, etc.
To that end my favorite offer is: AGITATION -> SOLUTION
Why? Because what you find in all of marketing is: you are dealing with someone's life, their hard-earned salary, and possible fear of buying what you are offering vs. something else.
Make sure each touch point takes the human into account.
Expert Strategy + Learnings
Some amazing learnings from thought leaders in DTC.
Carl's CRO Tips 🙌
Collection Page changes:
> Condensed banner to show products above the fold > Designed bundle buttons to allow users to quickly filter bundles > Added the amount saved per item inside the badge > Added Social Proof to increase trust
For more 🔥 follow Carl Weische from Accelerated.
Rahul's Paid Media Learnings 🤘
Here is ad hook that has been working for us:
"3 tips to get rid of {problem}..." Great way to educate your customer about a specific problem they might have and loop your product in as a solution.
Follow Rahul and reach out to Reach Digital to work with him 🧠
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