What to launch

4 ad ideas and 4 audiences from Steve's read. 1 creative has not run yet.

From a spreadsheet New campaign

The brief

Directions worked out by his rules from what wins in your ads; Steve has not written them yet.

Make next

From what wins here over the last 28 days.

Opening: Opens on a price or numberLeaning$13.40 an order, against $42.47 for the rest: 1,008 orders from 1 ad
Format: Still imageClear in your figures$13.95 an order, against $42.98 for the rest: 1,080 orders from 2 ads
Offer: States the priceLeaning$13.40 an order, against $42.47 for the rest: 1,008 orders from 1 ad
Length: 16 to 30 secondsLeaning$38.50 an order, against $46.24 for the rest: 1,227 orders from 2 ads. Best example: Unboxing, first bag

Directions to make

Put together from what wins and why. With Steve's review on, he writes them himself.

Download

A hand-off for whoever makes the ads. Clear in your figures: the figures settle it. Leaning: they point this way, not settled. New idea to test: nothing here says yet.

Still image, made again

Clear in your figures

Make: One still image at 4:5, the product filling half of it.
Why: Still image: $13.95 an order with it, $42.98 without: 1,080 orders from 2 ads. Clear in your figures. Nobody shown: $13.95 an order with it, $42.98 without: 1,080 orders from 2 ads. Clear in your figures.
Avoid: Nothing the dearest ads share stands out yet. Keep to what you know works for your brand.
Outline: Picture: One still image at 4:5, the product filling half of it. Nobody: the product on its own.
Words on it: One short line, large enough to read on a phone.
Headline: what it does for the buyer, in under eight words.
First line of the text: Name the product and what it does for the buyer.
End: End on what to do next, with no offer. Button: Shop now.

Lean on 16 to 30 seconds

Leaning

Make: Filmed on a phone by a customer, or someone like one, talking as they would to a friend. Show the proof: a review on screen, a buyer saying it in their own words, or the result itself.
Why: 16 to 30 seconds: $38.50 an order with it, $46.24 without: 1,227 orders from 2 ads. Leaning: its ads do not agree: at least one with it costs more than the rest. Modelled on Unboxing, first bag.
Avoid: Nothing the dearest ads share stands out yet. Keep to what you know works for your brand.
Outline: First two seconds: Show the product in the first second, held or in use, before any words.
Then: Show the proof: a review on screen, a buyer saying it in their own words, or the result itself.
Who is in it: One person's face in the first frame, looking at the camera.
Words on screen: One short line, large enough to read on a phone. Captions throughout, for people watching without sound.
End: End on what to do next, with no offer. Button: Shop now.
Shape: Filmed on a phone by a customer, or someone like one, talking as they would to a friend. Keep it between 16 and 30 seconds.

Likeliest replacement for Morning pour. It is clicked less, costs more. A new ad from this direction, so the people tired of it see something else.

Side by side with the alternative

New idea to test

Make: One still image at 4:5, the product filling half of it. Put it beside what people use now and show the difference, side by side.
Why: No ad that ran here in the last 28 days compares it with the alternative, so nothing on the account says yet whether it works. Make it as a still image, the format clear in your figures, so the test is about the message.
Avoid: Nothing the dearest ads share stands out yet. Keep to what you know works for your brand.
Outline: Picture: One still image at 4:5, the product filling half of it. Hands using the product, no face.
Words on it: One short line, large enough to read on a phone.
Headline: it against the alternative, in one line.
First line of the text: The question your buyer is already asking, in their own words.
End: End on what to do next, with no offer. Button: Shop now.

Test what you already have

Test The 3am roast against Morning pour

Carries still image. It has not run. At Morning pour's pace, a twofold difference shows in about 2 weeks.

Waiting in Needs you

Make next

From what wins here over the last 28 days.

Opening

Opens on a price or numberLeaning$13.40 an order, against $42.47 for the rest: 1,008 orders from 1 ad

Format

Still imageClear in your figures$13.95 an order, against $42.98 for the rest: 1,080 orders from 2 ads

Offer

States the priceLeaning$13.40 an order, against $42.47 for the rest: 1,008 orders from 1 ad

Length

16 to 30 secondsLeaning$38.50 an order, against $46.24 for the rest: 1,227 orders from 2 ads. Best example: Unboxing, first bag