VIDEO: Sourcing and Producing Ad Creatives That Sell (Mirella Crespi) (5)
VIDEO: Sourcing and Producing Ad Creatives That Sell (Mirella Crespi)
NOTE: This replay video has been recorded with the opening and closing sequence, the actual speech starts at around 2:40.
The Ecom Ad Creative Formula: Sourcing and Producing Ad Creatives That Sell
This is a summary of the presentation held by Mirella Crespi, Founder and CEO at PixelHaus Media and Creative Milkshake that aired at the very first EcomWorld Online Conference.
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Did you know you can attend the upcoming EcomWorld for free as an active STM member?!? Details are in this thread.
The slides used in this summary have been resized down significantly, the full res slides are in the pdf that you can download, link below:
>> DOWNLOAD ALL THE SLIDES HERE <<
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This was another presentation that emphasized the importance of a direct response strategy that’s focused on first click conversions.
The reason is simple and we all know what it is… privacy rules made retargeting and sales attribution extremely complicated, especially on platforms like Facebook.
This means, we need to focus on the parts we can control ourselves, such as the AD CREATIVE.
Based on a study that Mirella shared, the fastest growing advertisers already realized this, and they test 11x more creatives than their counterparts.
Creative Strategy Triangle
Mirella presented their framework that they rely on in order to source content, produce creatives and test them to find scalable Ads.
Strategy - How to think about Ads
Creative Production - How to make Ads
Optimization - How to test and iterate
Let’s dive into each of these now.
STRATEGY
There are 3 steps in their strategy, you can see them on the slide above.
The first one is to Identify Personas - Who, Wants, Product, Offer, Language
Their “Personas Worksheet” using a jewelry brand as an example is below, download the Slides-PDF to get a high rez photo in case it’s not readable.
Step two is to “Uncover Motivators”.
Keep in mind you are not selling a product, you’re the problem it solves and how it makes people feel.
Leverage emotional motivators, there are 100s of them.
The following slide lists 10 that tend to have the highest impact on consumer behavior.
In case you need inspiration, you can use Mirella’s tips:
Explore related reddit threads
Check Google trend’s related queries
Read Amazon reviews
Explore relevant hashtags on Instagram, Twitter or TikTok
Step three is to “Sharpen angles”.
You need to connect the dots, so to speak.
Take a key motivator, connect it with the benefit that it addresses and a call to action to sharpen the angle.
A slide with some examples is below.
CREATIVE PRODUCTION
Now let’s move to the actual production of a creative.
Always structure your scripting and briefing around three main elements: Hooks, Benefits, CTAs.
Mirella shared a simple template for coming up with hooks, using a product benefit or the product itself.
[Benefit] has never been easier
Get [Benefit] in 3 steps
The most perfect [Product]
The world’s [Adjective] [Product]
For example: Better sleep has never been easier. How to get better sleep in 3 easy steps. The most perfect summer dress. The world's softest hoodie…
Focus on User Produced/Generated Content (UGC)
There are 4 main types of UGC that you simply need. Check the slide below:
How to get UGC that you can use in Ads?
There are some UGC management tools: Stackla.com or Tintup.com These will help you collect the UGC for later use.
Or you can work directly with influencers.
The best way is to incentivize them to take part in collabs.
Discounts, free products… These help to get customer reviews and other UGC style videos or photos.
Make sure to produce Ads/Content in all the needed image sizes and formats, various videos lengths etc…
Aspect ratios are also important, make sure you have the right ones for all major placements… IG story, FB newsfeed, IG feed etc…
TIP: Vast majority of users are on mobile now, meaning their attention span is very short, you MUST focus on the hook in the first 3 seconds.
Some more great examples are in the slides-PDF.
Keep in mind the Level Of Awareness!
Are you just prospecting, or already retargeting or maybe even focusing on client retention? All of these require a different strategy and corresponding creatives.
OPTIMIZATION
How to test and measure creatives.
Mirella shared some nice slides that outline their optimization process.
Let me add them to this summary now.
And again, the high res slides are in the downloadable PDF.
The presentation ends with a Takeaways slide, check it below.
Want to get in touch with Mirella?
Check her Twitter: https://twitter.com/mirellacrespi
Or visit this website: https://creativemilkshake.com/
------------------------------------------------------------------------------------------
Did you know you can attend the upcoming EcomWorld for free as an active STM member?!? Details are in this thread.
The slides used in this summary have been resized down significantly, the full res slides are in the pdf that you can download, link below:
>> DOWNLOAD ALL THE SLIDES HERE <<
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I wonder why these presentations aren't getting more thanks! This one for example is worth its weight in platinum!
This is a COMPLETE methodology on:
-Audience research - which is something a lot of affiliates don't spend enough time on IMHO
-Making great creatives
-Testing creatives - even going as far as providing benchmarks for promising ads!
I've bookmarked this - will give it a quite looking-over before setting up my next FB campaign.
Amy
This is a genius presentation. I learned a lot from this myself, and I've been in the game for a long time.
Oh yes, this was really an excellent one. I'm trying to select the best ones, which is quite hard because waste majority of the speeches were great 
So the best I can do is to try and select the most relevant ones for our members. More coming next week
I've just posted the actual video replay of the presentation, you can see it at the very beginning of the opening post.
These videos have been provided by the iStack Conferences team as a special bonus to our members.
We will be posting MANY more in the coming days and weeks
Enjoy!
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