The Best Performing Meta Ads I Run transcript

[Music] it's my last solo episode of the year and today on the show I'm going to talk to you about the one creative format the one creative ad structure that I believe is the most powerful ad format in meta ads and that's probably an overstatement like there's probably a lot of powerful ad formats but there's one tool that I use over and over again when I'm running ads for clients that I think is the go-to at least it's the starting point for me for thinking about every kind of AD format and I'm going to tell it to you today today I want to talk to you about the long form explainer ad and why I think it was so powerful for your e-commerce business if you're selling products to people on meta ads let's dive in all right so welcome as always to the interferes podcast thanks for joining me today I'm like I said I'm talking about the long form explainer ad concept this was suggested to me in some ways by my friend mat Bogle who who said hey I like when you've been doing episodes Rec about highly tactical creative type stuff how do we generate more interest in creative and or or how do we generate more creative sales products and the truth is like I've been thinking about this a ton recently I did an episode a few weeks back a couple months ago Link in the show notes about creating an operational process for more creative that's really really hard and um there's a lot of reasons why that's challenging but you know I'm thinking a lot about the notion of creative buckets the idea there's a bunch of different kinds of creative formats you can use to sell product on the internet and I've been playing with that with a number of clients recently and the truth is that's actually mostly been helpful and I've definitely seen different clients perform well with different kinds of creative it's definitely not all one thing that worked but overwhelmingly there is one ad type that I think has a disproportionate hit rate let's say a disproportionate success rate this I think the way to think about ad creat that sort of every attempt you make at generating ads is going to have varying levels of hit rates and so the notion is like how do we scale up the amount of creative output that we can get but then also like when we are running ads what is my expectation for any given piece of creative and so some types of creative have very low cost very low hit rates but are easy to produce at scale like for example customer customer generated content cgc this is the notion that actual customers send you videos of them talking about why they like your product so much and it's very hard to fake authenticity your customers are your real customers are really authentic and so generating cgc can work really well so okay that's great so that's one way to generate a bunch of stuff now those are not going to have a 50% or an 80% hit rate you're not going to make those work all the time but they're very cheap to generate at scale you give your customers a gift card or whatever and you put them in the ad account and you see how it goes it's really simple and I've seen these perform incredibly well for some clients and so that's like one sort of way of thinking about this another way of thinking about it would be you know the text and context ad which would be something like Post-it notes ads or something where you're writing the text of the ad the copy in the ad in the context of the image itself you know and you know the letterboard ad that kind of thing again these are going to be incredibly cheap to make I think I typically have a pretty decent hit rate actually and should be part of your mix and so you could kind of go down that list for a while I have a bunch of different buckets that I think of and I'm trying to create those for all my clients that said I think there is this one format of ad that works great and and the moment that I say format it's sounds like what I'm saying is that it's about the format itself and it really I don't think is about that so I'm going to keep using that word but I don't actually think that's the issue the potential mistake in listening to this episode or watching this episode is in thinking that what I'm telling you to do is make a certain style of AD but here is exactly why I believe the long form explainer ad is so powerful because it is not actually about the style at all it is that long form explainer ads uniquely information Rich ads do a better job than any other AD format that I'm aware of in communicating everything a client or a potential customer needs to know about your product in a way that makes the most sense to them is clearest to them and drives them towards uh buying the product if they're the right fit for it and so that's the key the key is Clarity and the amount of information they need to make a purchase that's that I think is what makes the long form explainer Ad work more than more than anything else it's not really about the format per se there's no magical format here it's about Clarity to that so let me let me back up a little or maybe dive in a little and tell you more of what I mean when I say the long form explainer ad first of all the word long form is actually probably not that helpful here it's not really about the length of the ad but the reason I use that word is because the kind of ad that I'm thinking of here very often is longer and it's because the point of the ad is the explainer part the long form explainer ad the notion here is so incredibly straightforward and simple and yet is pretty hard to execute the idea is you should create ads that explain this is really obvious and yet really hard explain with as much clarity as possible including as much clarity as possible to the specific customer you are trying to reach as possible explain what makes your product a great fit for them and in some ways I've circled concept A lot of times uh on this podcast and and a lot of episodes there's a lot of stuff you'll go back and listen to me say that really circles around this it's basically the idea that Clarity is King and information is King people who do not know your brand there's two principles underneath this the first is meta ads is fundamentally a demand generation platform at least for most of the people listening to and watching this podcast right Nike running meta ads is not really generating demand they're alerting people to products that exist they pretty much created you know unending demand for their product right something like that but you are not Nike in fact I have a rule which is you're never allowed to compare yourself to Nike in in an e-commerce conversation everybody loves to do this you're not allowed to do it you're not Nike okay so you are generating demand that's what makes the platform so powerful as a growth lever in your business where no where no demand exists meta ads can go and create demand for you you can run ads and and they will generate demand for you by targeting the right potential customer and putting your product in front of them who did not previously know about the product okay so that's what makes it so powerful but there's a second thing here too which is also that meta ads is fundamentally a direct response advertising platform or at least the way that most of us are using it it doesn't have to be but the way that most of us are using it to generate demand that turns into sales right now today it is a direct response platform and so you are going and generating demand from people who can buy right now those two things are the key pillars in understanding why the along form explainer ad works really really well because that means that first of all if you're generating Demand by definition you need to give people enough information about what the product is that they are going to that they're going to be interested in it and if they literally have no idea who you are that means they need quite a bit of information pretty fast they need to be told why the not only why this product is good but what it is and they didn't know that before right you're generating demand they didn't know what the product was before and now they do and that means that they need to know what the product is right they need to know what it is that you're trying to sell them and so many ads go wrong at this point right here it is crazy to me how much people really struggle to be just clear about what it is that they're selling and and by that I don't just mean like what category the product is in but like what makes their product unique right this starts to move towards why somebody should buy it but this is so key like is amazing how many times I see ads that have lost to the customer because the customer there's just no way for them to really know what it is right away the longterm explainer ad one of the ways to solve this is that as you generate hooks in this context and I am going to talk more about what I have in mind with this by the way if you're not even sure what I'm talking about yet like one of the things that like works really consistently with this is to when you're write when you're briefing out an ad or writing an ad like this like literally start the ad by saying this is the X product this is the thing you know this is the Google phone right whatever right yes I use Google phone not an out not an iPhone please send me your hate mail about that right like whatever and okay and so then you go into what makes that product that product okay these are the headphones from who did I buy this from Sony these are the Sony headphones they so in fact these are the Sony noise cancelling and whatever the product is called I don't even know these the Sony noise cancelling headphones and just that line right there goes so far it goes so far because now at least the customer knows what it is you're trying to sell and many people are interested in the product in your category now if you're a category creating brand like for example when we were at Kao you could start by saying this is a silicone wedding ring okay and the silicone wedding ring thing immediately was interesting because it was a category that previously did not exist if you didn't know I used to work as where I started in eCommerce at Kao Kao was a silicone the first of the big silicone wedding Ren companies went you know massive Journeys Z to 20 million in Revenue in a year and a half with no funding and it was and the main ads that worked were essentially pictures of rings like we weren't even thinking about the long form explainer type concept at the time but it was just because it was showing people an interesting new thing and telling about a category that they were not previously aware even existed and you were telling them here's silicone wedding ring and then they would go why would anybody want a silicone wedding ring mean like if you talk to actual customers you would hear them say this and you could see it in the comments and all that kind of stuff too that was clearly the question and you would explain okay here's why you want the silicone wedding ring it won't rip your finger off it's safer and that respect but more importantly just for everyday wear you don't have to you know a lot of guys don't seem to like wearing expensive jewelry or if you're working out it's really annoying because a metal ring on a barbell or on a pull-up bar or something like that is really annoying and so on so you you just make the case for why the silicone wedding ring might be a good product that you that somebody would want to buy and so it's here's what it is here's why to buy it that is the basis of what makes the long form explainer the long form explainer telling somebody what it is because they do not know that your product exists and then telling them why they should buy it and it's funny man there's so many different ideas about good creative and and they get into things like formats and creative buckets like I was talking about and oh it's got to be socially native and it's Gotta Be and some of that stuff is so helpful don't get me wrong I've used a lot of that stuff but so much goes wrong if you get that wrong because at the core and this is why I think it's it's not really about format but about content content at the core that's what you have to communicate to somebody and no matter how clever your ad is if it isn't clear at the end of the day it's unlikely to Be an Effective ad the longterm explainer ad is the king of clarity it is the king ad format of clarity it's so hard to lose if you are really clear and if your product is good and has a real value in people's lives so that's the idea with the long form explainer at at the Baseline level okay so then the second part they can buy it right now and so if you think of the front half of a long form explainer ad as what it is the back half of the ad is why somebody should buy it right now and by just simply giving the person the information with a validation and a guarantee and an offer and all those kinds of things you can tell them click here go buy it right now you should go do it right now you now have the information you need to make a purchase decision right now here's a special offer here's why it's going to work out just find for you go and do it right now combine all of that up what it is why someone should buy it why they should buy it right now validation guarantees CTA offering CTA if you if you combine up those things in light of the fact that meta ads the demand generation platform that all allows somebody to buy a product right now you combine all that up you have the basis for why the long form explainer ad works so well people fear that you're going to give people too much information it is going to be too long Etc you will not give them too too much information it will not be too long that is not a real problem because your customer is going to like having the information if they're really your customer you have too much to do in your e-commerce business and if you are thinking about adding talent and you are a remote team already why in the world would you not consider adding Talent from the Philippines with my friends at more Staffing more Staffing is a Filipino staffing agency that will connect you to incredible talent in the Philippines and that's across every part of the e-commerce world like they they know inventory forecasting and Supply Chain management and marketing and like I mean just like everybody like video editing design anything you need in your e-commerce business theyve done it there's a rich culture deep culture of e-commerce talent in the Philippines and more Staffing will help you recruit onboard training you have ongoing coaching to that talent and they will do it for you in a way that is so cost effective for your business it is ridiculous it it's cost effective because you can pay a great wage in the Philippines it a wages less than you would pay for commer talent in the US which means they win over there you're going to attract the best talent you're going to attract people who love working for you and who are high quality high integrity people and at the same time you're going to pay them less than the same would be in the US that is a win for both sides therefore you should be considering it I I don't know why you wouldn't I use more Staffing in my business right now in my agency business I have a team in the Philippines I have I've found all of them through more Staffing and I love them they're great they do an awesome job they're great people I love working with them so go to more now.co and here's theal thing if you hire somebody from more Staffing from the Philippines and that employee doesn't make it for a full year more Staffing will actually find a replacement for you for free so they're going to take some of the risk out of hiring that is inherent no matter where you're hiring so again it's just sort of a no-brainer if you're hiring e if you're building an e-commerce business and you are trying to keep offex low as a percentage of Revenue it's one of the core ways to do it go get incredible Talent from the Philippines for your e-commerce business from my friends at more Staffing go do it right now so that's why I believe in this concept so much let me actually now break down how this actually works out in terms of actual creative like what is the long form explainer let's break down the disparate parts of the ad so I can show you how this plays out and I see the long form explainer in four sections okay and I organize the content that I am producing in an ad in these these four sections very purposefully and I'll lay them out for you right now section one is a hook section number two is body or education section and and education is probably a better word here than than body so hook number one number two education section three is validation and guarantee the idea there is to ease any concerns people have about you know sort of answer any objections around validating that this is true with third party validation and a guarantee things so that's why they're together validation guarantee are together because they're both trying to do the same thing sort of apart from any specific product specifications here's why you can trust us and I'll get more of that in a second and then section four is offer and CTA so end the end the ad on the offer and the CTA and that way people will know what to do next okay so those four sections just to repeat hook number one number two is education number three validation guarantee number four onward CTA all right I want to actually start on number two and that was a little bit weird but I think it's helpful this is the way I think about these a lot of times number two section two the education section is the main part of what is selling the product in a la form explainer ad and so this this is really going to be probably the meat of the ad in a lot of ways probably at least 40% of the ad will be here depending on a number of factors and it might be like 80% of the ad is here but in terms of the length of the content in terms of how much volume of content there is the education section of the ad needs to be the section that really hammers on a specific value proposition about your product to your specific customer so this will change this is not just a PDP which is you know on your PDP on your website you're gonna give a bunch of information to a whole lot of people and it's really got to be sort of a catch-all page it's got to apply to a wide range of customers a longfor explainer can and should be targeted at a specific kind of customer and have a specific angle okay so it's not not necessarily broad but it is specific to telling people why the product is good and what it is and so if you're doing a problem solution product for example you may have the solution here your problem may be in the hook the problem actually may be here too but your problem we have in here here's the way that this product uniquely solves the problem okay so I'll use an example I've used in in other episodes but I think of my my friend Patrick kdo and Supply razors is an example of us all the time you know Supply raisers was a company that sold single-edge razors to people and I've seen some of Patrick's ads he's he's done a really good did a good really good job with this when he was at Supply and as well as his team since then but those ads do a really really good job of saying here's why a single-edge Razer is much better than the sort of triple blade Gillette Mach 3 whatever it is that you know s of been popular razor before here's what a single- edge Razer is here's why it's designed this way here's what you need to know about the blade here's how it works here's why it's better for your skin here's why it keeps you from bumps and bruises or whatever right and again you may emphasize some of those different differently with different angles it may be more of a sort of it's more comfortable angle you know sort of reduce razor burn reduce razor bumps whatever I I don't know right or it may be something more about how smooth of a shave is I don't know there could be a bunch of different ways you drive the like you drive the center of the angle and you may even make an ad where you put all that stuff in there just make a monster ad that basically has every value proposition in there so that people get tons and tons of information but that's what is in that section of the ad I've talked about different clients of mine who I've used this for where if it's more education focused it's a product that's that has a big education Focus I'll explain to them what they're going to learn or what they're going to get out of this product that is they didn't know about right so it's not necessarily problem solution it's more about here is here's a bunch of stuff you need to know about this product that is going to make it good for you and it's really not even if it's not all oriented around solving a problem it's just a bunch of other information about the product that you should know to do this the way I've framed this in the past is sort of like if you've made a bunch of decisions in your product development process that make the product better for somebody tell people about them tell people about those decisions so they know oh okay this is why the product is designed the way it is give a bunch of information and we I can give you a bunch of examples here I don't want to go down this route too far because with too many examples because I don't know everybody else's product that well or whatever but if you think of your product that's what I want you to think of what problem does it solve and how does it solve it and how clearly can you demonstrate that and in this case you actually can do this with a pure straight up talking head you can do this with text on screen the way I typically do it is with a talking head with captions that cuts between the talking head it could be you the founder explaining it and b-roll of the product up close so let's go back to my Razor example with with uh Supply right if I was running ads for that brand like part of what I would do is I would have Patrick talking head or whatever doesn't have to necessarily be Patrick people don't know the founder somebody talking head explaining all these things and there'd be captions on the screen as they talk I would script the whole thing out brief the whole thing out explain it that way and then as they talk as they go I would cut to b-roll wherever it's helpful okay so if I wanted to show how it a single edge razor is different than triple blade razor or whatever I would show the two next to each other like this is what I mean by this versus that I just have a little simple cut to b-roll there demonstrating that fact if I wanted to show how they shave differently I would demonstrate that if I want to show how you put the razor on when it dos I would show them how to do that and as I talk about it I would say oh it's really easy to change out the blade no problem uh and so and while I was talking about it I would say here I would say you just do this and the blade comes off and you put the new blade on and show the visual of that happening this is really intuitive for any video editor because all they're doing is they're just intercutting any b-roll that they need to to demonstrate the thing you're talking about and you often don't even really have to give direction for your Editor to do this because it's sort of so obvious that if their job if your job from a script perspective is to tell the story of the product with words their job is to tell it with visuals and so they're just going to take your words you've already laid out the content for them and do everything they can to make your story better with the visuals there and and again you can brief this in a way I often outbreak my editors and say Here's the shot that I want in this section here's the shot I want in this section as I write out the script or as I give the prompts that are almost a script and then go from there but but basically what I do is I take the ad and with the body with the whole rest of it script it brief it all those things and hand it to whoever's going to read this and again off in that body section is this this education section is sort of the core of not often it is the education section is the core of the ad and when I give that to the person who's going to read the ad they're just going to read it and then even if they make mistakes along the way and they have to re-record certain parts no problem they can know that Boll is coming to illustrate their points and somebody can edit together any mistakes or edit out any mistakes they make Etc but that's the idea right the education section is exactly what it sounds you give somebody the core information they need about what makes the product good for that customer that's it that's the whole goal okay that's the thing that all of us are trying to communicate in any ads that we're running basically here's why this product is good for you but of course we know that before you can tell somebody why a product is good for them okay before that happens you have to capture somebody's attention and you have to make them lean in and listen to your ad and that brings us to back to section one of the long form explainer ad which is the hook okay the hook is going to be the hook is going to be an ad uh or the Hook is going to be the section of the ad where you're trying to capture attention of course as you know but the beauty of this uh the way that I would do this is I would almost always have one core education section that I just believe in and and that's sort of straightforward and I would write my ad with three between three and six hooks all related to that okay so let's go back to my Supply example if I was running that brand I might say uh do you know why you get razor bumps uh from shaving okay and that might be hook number one okay hook number two uh do you hate shaving maybe something like that would be number two hook number three um have you this is the this is the best designed razor in the world uh and it only has one blade here why book number four this up the top of my head by the way so this is why this is why these are half-developed ideas look number four uh the triple blade razor is making shaving worse for you something like that right and show the show the image of the triple blader Razer while you do that you get the idea right and and again if I sat and kind of work this out you might come with more of but you're just trying to find inroads to capture attention and when you record these the beauty is you record them all your editor can then go create this one body with the b-roll and all those things this one education section with all that and then once they've edited that and and actually sections three and four also together okay then they can just duplicate that and add hook one hook two hook three hook four hook five and it can make it really easy to test different hooks on one ad put them all in the same ad set when you go launch them bidc caps of course as always all all the usual media buying rules apply here and you can begin to see which hooks are going to capture attention most and what are going to resonate with people instead of guessing you just record those four or five Hooks and then make sure that you know you've got it so that the end of each hook section connects nicely to the education section and boom you go from there okay this is almost always How I build these now over time I may go back and make edits to the education section as well right if I have a hook that I know works might come back around and make get us to the education section to start I think the hardest thing or the thing that's going to make your ad fall flat right away is that you can't capture anybody's attention the education section is basically right about the product and I think most advertisers Founders whoever they have a sense of this they know what they're trying to sell what's different about your product than others make that the education section don't kill yourself Mak a bunch of different versions of that to start instead the hook part is where it becomes more of a challenge for advertising attention grabbing social media thumb stop kind of stuff right and so that's where you're going to put some extra sort of advertising marketing minded attention Okay so there's the hook there's the education section three validation and guarantee all we're doing here is saying a after you've already grabbed somebody's attention with the hook after you've told them what's good about the product and now they've stuck around long enough to go oh this is actually interesting like if they make it to your validation section because they're interested okay so oftentimes this is a minute and a half into the video so if they've stuck around this long they're really interested so now just tell them why they can trust you or why there's no risk them or better yet both so what I'm going to always do in this section is say hey we've got this many reviews on the site this is why we've been this is why we've been featured in XY and Z magazines or Publications or whatever it is anything you can do to validate that your product is good we've taken this many orders whatever you you've seen this million times it's just sort of social proof and then on top of that what I would say from there is and this is why there's no risk to you look maybe you're interested but you're still not sure don't worry we will give you your money back and I just want to say right here that you should AB absolutely give people a money back guarantee because most people will not take it if your product is good people don't actually want to return your product they're not buying it so they can screw you on the money back guarantee they're buying because they want your product and so I've never seen a situation where like a brand adds a money back guarantee and then suddenly starts getting you know 50% of their products get returned from customers there this giant flood ruining their economics because all these people do that unless the product is actually bad and that's a different problem entirely Okay so there's that so validation and guarantee just tack those things on there together show them on the screen visually when you do it if you're talking about how many reviews you have scroll through them on the screen if you're talking about a money back guarantee throw a little badge on the screen that shows that just so people don't lose sight of it and again cutting cutting between that and the talking head video section four is just your offer on CTA now if you are launching with one offer this is nice and easy you just say order yours today and get it for 10% off what I mean whatever if you have a landing page that's got you know a good better best offer you just loo the best offer hey you can save up to 20% off when you buy today send to a landing page if you know where you're going that kind of thing say a PDP and it's 10% off when they sign up your email list you'd say get 10% off when you order today you know whatever you order today that can be through the email list email capture on the website you don't even have to say that in the ad just say whatever or even just tell them order today if there's no special offers say order today and have it at your house by whenever right whatever is going to tell them go right now to do it and then the CTA very simply just follow the link in this ad tap the link in this ad to learn more about this right now and that's where you're at ends you know and of course it will fade to a screen if you want to have an outro card you can but meta is already going to put one of those basically in there that has your CTA on it so you can do that if you want to but yeah that's the simple idea section four is just the offer in CTA so now you've gone hook capture people's attention obviously aiming at the right angle SE section two is that education section that's drawn out really focusing on Clarity section three validate and give a guarantee section four offer and CTA now the other thing is here and this is where you start to get a lot of variations is you can test offers doing this right if you are going to test three different offers and five different hooks now you've created a whole bunch of different videos to create I think that would be 15 different videos to create now maybe not too hard for people but the more of those different multiples you have the the more different ways the more different edits that it's going to require which means it's going to take longer for your team to develop and that's why I like focusing my edits in the beginning on hooks and then and then once I've got a version of that then I might start playing with the ad over More Time by changing up the education section and the offer or whatever sometimes I'll lunch with two offers four or five hooks it's not too many edits it's fairly simple edits for somebody and those are also testing things that have major potential to move the needle but that's the basic idea of the whole ad and again when you do that it accomplishes those two things at once you're captur you're generating demand including educating people about the product this and giving them a reason to buy right now and telling them to go buy right now build that all out and do not worry if it feel too long I'm telling you do not worry if it feels too long look if it's two minutes and five seconds shave down six seconds from the ad so you can get under two minutes and that way it can run on reels okay fine but if it's two minutes and 30 seconds I don't care most of your traffic is going to be mobile Newsfeed anyway don't worry about it like mobile Newsfeed or or Instagram Newsfeed right so like just let it go just let it run cut two versions one one size for Newsfeed one size for stories just like always like do all the normal stuff that you would do to make an ad good but all I'm saying here ultimately is that there that the fear that marketers have that their ads are going to be too long are just wrong they're just wrong there just isn't a situation in most cases where the content is too long maybe too boring maybe not good enough maybe your product isn't good enough or maybe your product is maybe it's only too long because your product really does doesn't require that much explanation but even there I just think people are going to need to think about if it's new to them they going to need to familiarize themselves with the product so long is good this is why long landing pages exist and why they often perform really well or why people develop landing pages in the first place I've often actually found that long per explainer ads kind of take the place of a long landing page for a lot of Brands you actually don't necessarily need a whole bunch more information on the landing page all the time this might not always be true but you often don't need it if the information in your ad is so rich and so full that the customer kind of ready to buy once they've already washed through a lot of it but you'll be amazed at how much people will stick around for your ad they they will stick around not most people by the way but you're not aiming for most people right you're aiming for a little fraction of a fraction of all the people who are on social media you're not aiming to try to get everybody there if you are doing really well you will get a 2% clickthrough rate is a very high clickthrough rate for a social ad if you get a 2% clickthrough rate that means 98 people are scrolling right past your ad like so you're not you know and then off of that a good conversion rate depending on the aov might be 4% so now you're taking 4% of 2% I mean it's a very small number of people out of the total number of people you're reaching who you're going to sell here which should to say I actually don't care that you reach widely it is true maybe it is too long for a lot of people it's too long people who don't care about your product and that's fine you don't care about those people the people you care about are the ones who do care about your product who are interested and for those people you want to give them everything that they need to make the purchase right now they need to understand what it is they need their objections answered they need to have some comfort that you're not going to steal their money or whatever and that the product is going to be good they need to know those things that they're going to make purchase so give them all that information in the end the way I would build this is as I said script it or come really close to scripting it and then just have somebody record it on their computer or on their phone really easy you can normally use a teleprompter app just walk through you know again talking head kind of content you know it should be easy to caption have them record it with a teleprompter with a teleprompter or just you know a Google doc on their on their screen whatever hand that file over to an editor the editor can make sure they can edit out any weird little mess ups or whatever it is that the person does no problem if there's four different five four or five different video files they can just put them all together they'll cover over any me mistakes you make with Boll and it's really easy and one of the things I found about this is that once you've done the hard work of scripting people actually do have a pretty easy time then recording these ads it's actually not too much work for them because if it's scripted and they can just kind of look at their computer or look at their phone and do it it's really not a big deal and of course all of these same principles apply to basically other formats as well you can do this with text on screen type ads right where it's just like sort of always call these Mashable style ads from website Mashable where it's just like video with a little bit of music and just captions on screen no no even talking head right just like text on screen walking people through it people used to call you know something like the old visual sales letter kind of concept the idea is put all this stuff in there and by the way this is definitely borrowing from that world of drug response advertising from the world of writing sales letter to people on trying to sell a product with a sales letter you know certain amount of people are going to open your letter there's a certain amount of people who are going to read it there's a certain amount of people who are going to take the step of buying from there it's the same kind of concept give them all the information they need it's a very copy driven idea driven approach and sell them your product that way it's that's because this platform fundamentally is direct response it's not fundamentally a brand marketing platform as I said earlier for the vast majority of us we are trying to sell a product right now which means you need a type of AD a format of AD and really a structure of content that is going to sell somebody your product right now that's the long form explainer excels app I see it over and over be the best performing ad in my ad accounts it's not the only ad that works but it's the one that I think works most consistently highest hit rate takes a bunch of work on the front end but it's really really worth doing right if you like that episode today you will love a lot of what I have coming up next week on the show I've got fan by what of my become a good friend in e-commerce fan is a brilliant dude and CEO of an aggregator that owns among other brands baboon to the moon and fan runs the m&a side for the aggregator so that means that he sees like sees like 10 e-commerce businesses a week to think about acquiring and has probably seen a thousand e-commerce businesses in the last year or two or whatever it is right so he knows the uh valuation market for e-commerce businesses like nobody else that I know and can tell you exactly what and did tell me on podcast I record with him exactly what e-commerce businesses are going for right now and how to structure your business to be as valuable as possible if you're looking to buy a business sell a business it will be helpful to you give that episode a listen make sure you subscribe so you don't miss out on that I've also got some Google ads content coming in a couple weeks with one of my most trusted Google ads expert guest BR Williams there's just a lot of a lot of stuff coming here and if you like this episode like I said you're going to like the rest of what is coming as always a mix of solo episodes and interviews going back and forth and got all kinds of tactical stuff great interviews you're going to like it there's just big guests lined up in a few different spots as always don't forget to go to more now.co to work with more Staffing to staff your e-commerce business with virtual professionals not just virtual assistants but virtual Professionals in the Philippines they are amazing if you are trying to grow your team at all make sure you go contact more Staffing and just look into it just see if adding talent and phili is good for your business I think it probably is in almost every e-commerce business that works from boat that I know of you can email me podcast ajg.com DM me on Twitter and andrewj Ferris find everything I'm doing www.f.com all the links as usual are in the show notes and I would love if you would rate and review I know people ask this all the time you're listening to this somewhere right now you're not driving your car or something like that I'd be so Greatful if you take a minute stop rate review on whatever platform you're on it would really be helpful or share this episode with a friend all right thanks so much again for listening for watching I will see you next [Music] time