How to create S tier winners
To create S tier creatives, it's essential to understand your customer deeply and to analyze existing winning ads to identify effective variables that can be combined into new concepts. This iterative testing approach allows marketers to refine their creatives using insights gained from lower-tier ads.
Summary
The creation of S tier creatives is not a random occurrence but a systematic process that emerges from understanding customer behavior and successful ad elements. Initially, marketers should aim to discover several B tier and A tier winners from their existing campaigns. By analyzing these ads, marketers can identify the specific characteristics that contributed to their success. This includes elements such as the format of the ads, the use of consistent authority figures, effective hook structures, and storytelling techniques like looping content. By extracting these variables and combining them into new innovative concepts for testing, marketers can enhance their chances of creating high-performing ads. The focus should be on continuous improvement, leveraging both established winning strategies and exploring new ideas.
Key Insights
- The process of creating S tier creatives involves identifying and testing multiple B tier and A tier winners to extract successful variables.
- A deep understanding of customer needs is crucial for developing successful ad creatives.
- Individual winning ads may showcase unique elements such as new formats or looping techniques that can be combined into new concepts.
- Marketers should focus on analyzing ads that perform well but not excellently to refine their creative strategies effectively.
- Successful creatives often utilize familiar authority figures and consistent locations to enhance relatability and effectiveness.
Topics
Transcript
[0:00] The way that you get the S tier creatives, usually you don't just magically hit them. What happens is I find a few winners at these lower levels. Maybe two of these, maybe three of these Btier creatives, and like one A tier creative. And you look at all these together, and you can usually put together a list of what made this particular ad win. And you're going to come up with a bunch of these variables. And the way that I found these S tier is through having a supreme, incredibly detailed understanding of my customer. number one and number two testing a bunch of that did good but not great and then combining those winning [0:31]…
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