Evergreen Overload ??
Shout out to the one-person teams who need even more Spidermen! ??
In this newsletter, you’ll find:?
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?? Evergreen Sales Creatives
No doubt you’re constantly testing creatives, and chances are you have one (or a few) in your account that are always on fyah. ?? ??
So, when it comes to sales or holiday time, do you abandon those creatives and offer exclusively new messaging? ???
Make sure your Black Friday/Cyber Monday (BFCM) campaigns include some of your top evergreen ads and creatives! Those suckers have been building up momentum all year, there’s no point in turning them off right when things get juicy. ??
Across the agency, the team usually sees a one-to-four ratio:
Those BFCM creatives do well when BFCM is beginning, but by the end of the sale period, evergreen ads tend to be better performers.?
?? Why??
If you’re not competing for offer and discounts, you’re competing for unique selling points.?
Once the space becomes saturated with 20% off here, 50% off there BFCM offers, the consumers go to what makes the product stand out.?
The moral of the story? Let your product stand out, and it's okay to shift budgets from BFCM ads to evergreen.
?? Landing Pages for Q4
The most significant sales months in the year are right around the corner.
How are your landing pages looking? ??
Now’s the perfect time to ramp up your landing page testing to nail down a winner ahead of Q4. Here’s a few ideas for you to run.?
1?? Split test your images
Use a combination of lifestyle, user-generated content, behind-the-scenes, and product photography.
Each style will cater to a particular demographic, and finding the option that best resonates with your audience ahead of Q4 will set your brand up for high engagement rates.
2?? Split test your headlines
Use high-performing copy from Meta ads, winning angles, unique selling points, and benefits about your product.
Stop the scroll with an eye-catching headline to drive those click-through rates to the stratosphere! ??
3?? Split test the length of your landing page
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Look at your top-performing content. If your top page is a long-form landing page, try trimming it down to flyer size and test against the original winner.
4?? Leverage a contrast test
Explore two or three different presell page structures. Take elements from your top landing page, such as images and headlines, to give contrast pages the best chance at performing similarly!
5?? Use the presell vs. product display page (PDP) test
The Growthub Meta team runs tests consistently to measure the performance of presell pages and make incremental content refinements over time based on your data.?
They use a proprietary platform called Warpdrive to split test landing pages and often find that presell pages outperform PDPs.
Here are the results from a recent test with a client in the DTC space:?
?? Presell:?
?? PDP:?
And the presell takes the lead. ???
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MARKETING NEWS:
CHATGPT:?Less copy/pasting. OpenAI is expanding ChatGTP’s custom instructions feature even to free users. That’s good news for marketers on the free plan, since these instructions save you from having to repeat the same instructions every time in a thread.
AMAZON:?Wave goodbye to your competition. In order to comply with regulators and cut costs, Amazon is shutting down dozens of in house brands… which means less competition for smaller merchants and e-commerce brands.
X:?New positions just opened up. Yep, after cutting half of its workforce, Elon Musk’s social media platform is hiring again. According to the new CEO, the company is shifting from cost discipline to growth. That’s good news, right?
ONLINE RETAIL:?Data from Adobe shows that July marks the 11th consecutive month of falling online prices. Apparently, inflation is slowing down, at least online. Whew.
AI MARKETING:?News outlets are demanding more rules for AI. An open letter to lawmakers argues that AI models were trained using media content “without any consideration of, remuneration to, or attribution to the original creators.” More regulations incoming?
GOOGLE:?Niche, but important. If you’re selling debt services in Spain, the advertiser and the service provider must be registered as an Insolvency Administrator by the Ministry of Justice, meet local legal requirements, and be certified with Google. That’s a lot of steps…