Rohit Kumar’s Post

We are doing a crime... ..if we are not launching min 3 hook variations of a video ad. We often put all our efforts into creating a video ad.  We launch that single ad & wait for performance.  Instead, we need to put in the effort to make it work. How?  At least, for the same video, we can easily have 3 different starting points or 3 different first 6 seconds, i.e., hooks.  And test all 3 together to see which one is the winner. Result? We are increasing the probability of finding a winner creative with 3 hook variations.  I hope it helps If it did, ✅ repost to help others :) What's your approach to launching video ads👇 #performancemarketing #videoads #metaads #facebookads

We often shift to iOS audience targeting in Meta Ads to get quality traffic. But we miss this... ❌ "We include IOS devices/os in targeting." And get happy with 1st month's performance but see the downward trend the month later. Why? Because when you include IOS devices/os targeting, you don't get the below info due to cookie issue: a. You don't have info on all iOS devices  b. The audience size is low as this audience is not getting updated at a high rate. So, what's the better way to target IOS for the experiment? ✅ "Exclude Android devices/os" to target ios Yes, I know other devices/OS get targeted other than Android, such as Windows, but a bigger % will be Unknown and iOS, which we want. 📍Most Imp - Unless you really want to target iOS devices, I don't recommend narrowing the audiences. Rather, keep it broad and let the creative do the targeting. Anyhow, I hope it helps. If it did, do repost ♻ to help others :) #performancemarketing #fbads #metaads #audiencetargeting #digitalmarketing

Use as many Ad Extensions as possible in Google Search Ads. It helps to increase the surface area for the clicks! Hence better CTR%. Must for every brand - Structured Snippet - Callout - Promotion - Sitelinks. What's your experience with ad extensions? How have you used it creatively? Share in comments 👇 #performancemarketing #searchads #googleads

When to use Direct message vs Layered message in Static ads... Last week, I wrote a post on Direct message vs Layered message in Static Ads. And there were questions around "When to use Direct message vs Layered message in Static ads." Today, let's answer this with the help of the market awareness level. 📍There are 5 core market awareness levels: 1. Unaware:  - I am unaware of the problem 2. Problem Aware - I am aware of the problem but don't know the solution 3. Solution Aware - I know the solutions but don't know which one to pick. 4. Product Aware - I am aware of different products but don't know which one is good 5. Aware - I want this product, but there are some barriers (price, availability, etc) ✅ When to use direct messaging or layered messaging in static ads depends on market awareness levels. 📍Direct Messaging("Find a football game near you") is more suited towards the "Unaware to Solution aware market" 📍Layered Messaging ("Smash your stress with a football game") is more suited toward the "Solution aware to Aware market" Reason: A solution-aware, product-aware, or aware market is a mature market. It already knows what kind of solution exists and how it benefits. Hence, just directly telling them a solution(find a football game near you) won't work. You need to go deeper with layered messaging. Note:  This is just a starting point for approaching messaging in static ads. Be bold enough to test everything! I hope it helps. If it did, don't shy but repost ✅ to help others :) PS: Do you think nailing messaging in ads helps? Share in comments 👇 #performancemarketing #ads #creativestrategy #digitalmarketing

In the name of experiments, we will do everything but core levers that optimize ROAS! Why? - Because doing core stuff is hard. - Doing rest is easy! But what's the point? 🔴 In the name of learning, just don't pick any random projects/items. You are "NOT" in the business of gathering learnings or running a learning academy for your team. You are in business to drive business. And that happens when you drive core levers. Rest is just noise! ✅ Core Levers (post hygiene is set) - P1: Ads (video ads specifically) - P2: Landing page changes - P3: Campaign Levels changes I hope it helps. #performancemarketing #metads #facebookads

What are your top hacks/actions to improve "Landing Page View to Add to Cart%" for a product detail page? I will go first in the comment... #performancemarketing #landingpage #conversionrateoptimization

As a leader or manager, never end the meeting before asking: "Do you need any help?" "Are there any blockers I can solve?"

2 kinds of messaging for static ads: 1. Direct Messaging - "Find a football game near you" - Straightforward. To the point. Concise.  - Communicates the core value proposition clearly and succinctly. 2. Layered Messaging - "Smash your office stress with a football game" - It's the answer to someone who asks why to the direct message - It's the outcome of direct messaging I see brands choosing to focus only on one side of messaging. Either they go hard on direct or on layered. I suggest testing both at length. Also, test both with different kinds of audiences, i.e. top-of-funnel audiences vs. remarketing audiences. You will be surprised by the outcomes beating our biased notions. Btw, what's your preferred messaging route? Direct or Layered? Share in comment👇 ✅ Repost to share it with others :) #performancemarketing #creativestrategy #ads

Share your thoughts >>> #performancemarketing #metaads

Hook rates are used not to find the winner ad.  But are used to build the "next" winner ad 👇 Let's say there are 3 ads: Ad 1: - Hook Messaging: "This is India's best X" - Hook Visual: Product (Non-Human Face) - Performance: Low Hook Rate. High ROAS. Ad 2 - Hook Messaging: "You have to experience it  - Hook Visual: Human Face - Performance: High Hook Rate. Low ROAS Ad 3 - Hook Messaging: "There is no added sugar.." - Hook Visual: Human Face - Performance: High Hook Rate. Low ROAS 👉 Now, who is the winner? Ad 1 is the winner.  It doesn't matter if it has a low hook rate; it has the best ROAS. And that's my core metric of evaluation. 👉 But what to do with hook rates? Ad 2 and Ad 3 have a high hook rate as they have a human face in the first 3 seconds. Ad 1 has a low hook rate as there is no human face in the first 3 seconds.  I can deduce that the human face in the first 3 sec is helping me with high hook rates. 👉 Next Experiment: I will use the hook messaging of Ad 1, i.e., "This is India's best X," but in the hook visual, I will use a human face instead of a product.  And that's how I may get my next winner ad. Hence, hook rates are used not to find winner ads but to find your next video ad iteration that may turn out to be a Winner :) ✅ REPOST to educate the right usage of hook rates. #videoads #performancemarketing #creativestrategy #metads