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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 [email protected]
@ElliottCurtiswww.linkedin.com/in/advertisingstrategist
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