Win with copy this BFCM21!

This is the season of giving thanks and we are here for it! So here's a little treat for the community... 💝

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We analyzed ~1,137 top performing ads to find the most common themes in their copy. We found 4 key things you can focus on, TODAY.

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TLDR👇

• Most brands write too much copy
• Most brands don't leverage their customers enough when writing
• Most brands forget to be conversational
• Most brands don't remind users to convert

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Methodology

• We started with a dataset of ~10K ad
• We focused on 1,137 top-performing ads performing above account baselines on CPA
• We found 4 key trends across these top performers

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Findings

1. Length of copy you write

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💡 65% of top performing ads had 2-4 lines of copy

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Why this matters:

• Many brands think that they need to write 10-15 lines of copy because their product is complex
• Shorter, punchier lines drive quicker conversion
• Your website should be doing the heavy lifting of getting customers to understand true value of your brand's offering

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2. Customer Efficacy matters

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💡 42% of top performing ads included short customer quotes

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Why this matters:

• Your customers are your best marketing tool, their voice is more authentic than yours
• They have a unique perspective on how your value proposition actually applies in the real world

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3. Emojis make you human 💯

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💡 54% of top performing ads use 🤩 emojis in their headlines

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Why this matters:

• We all sell products to humans, so ads need to feel human! Emojis make ads feel like one person talking to another person
• We all use emojis in daily conversations with family, friends, and colleagues. When a brand does the same, it places prospects in a more personal space, easing the path to purchase

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4. Remind buyers there's something to do next with a CTA

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💡 71% of top performing ads include a CTA in their headlines

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Why this matters:

• If you're doing it right, consumers might forget they are even looking at an ad for your product! REMIND THEM!
• Using a unique CTA can also help them understand what your product will help them accomplish
• CTAs aren't always SHOP NOW, LEARN MORE etc. They can be unique... "You'll love how you feel", "It's time to make a change" etc.

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What next?

• Write short, punchy copy
• Include Customer Quotes in a portion of your ads
• Make sure to make it human with 🤝 emojis
• Always remember to remind your audience of what comes next... SHOP NOW or otherwise

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Good luck this BFCM season, we are rooting for you and as always if you have any questions, feel free to reach out. Happy testing 🚀