[00:00] [VISUAL: Title card: "Obvi's 8-figure ad creative secrets" featuring Ashvin Melwani & Ankit Patel.]
[00:01] [VISUAL: Motion logo on a black screen.]
[00:03] [VISUAL: Slide titled "Our Transition From Videos to Statics" with a bulleted list. Two video feeds are shown: Ash Melwani on the left, Ankit Patel on the right.]
[00:04] Ash Melwani: I think um, we'll talk a little bit more about our transition from videos to statics, right? And and let me know in the chat if you guys are seeing the same thing. I saw a few people mentioning mostly statics now. Um, some of our top performing ads used to be videos, right? This is when the the the UGC, right, hiring a creator, um, was like the most popular thing to do because it was creating content that was native to these platforms, right? So like creating content that looked native to TikTok, looked native to Reels. Um, it it helped with engagement. It seemed authentic, it seemed genuine. But the problem is is that anybody and everybody was a creator, right? Um, not saying that there are bad creators. I know there's a few people in in the chat, uh, Sonia, Sonia Robinson, one of our one of my favorite creators that we've worked with. Um, there are people that do really well at creating content, but there are people that make it seem very obvious that this is an ad, right? And so I think consumers are getting to the point where UGC was originally supposed to be content from your customers. Now you're hiring people to pretend to be customers and it's just not going to fly anymore, right? So we saw this major change happen, uh, throughout the summer going into October. Um, kind of started testing statics because our videos were dying out quickly, nothing was really working. Um, and statics were, obviously these are ads, but it was easier to attract the right audience quickly, right? So, in my opinion, do I think UGC is dead? I think the the definition of which it became, which was creative creator generated content, I think that is dead. The true definition of user generated content, stuff from your actual customers, that will live on forever, right? Um, and like I said, hiring creators are super expensive. Uh, video editing, things like that, it it just it becomes way too expensive to test something at scale and then have it fall flat, right? And that's what happened to us. There was a month where all we did was produce UGC content. We hired a ton of creators and we spent a ton of money all for maybe one ad to maybe hit. Um, so that's why we leaned into static. Like I said, easy to test multiple angles. I could hit up Ankit and just be like, hey, here's some like comments that I saw on our ads of of angles that I want to test. All he has to do is take some of our photography that we have, slap a banner on it or a headline on it, a couple USPs and boom, we have an ad that we can test in literally five minutes, right? Um, then what you can do is take your top performing statics, find the angles that were working, and then expand onto videos, not the other way around. So, um, Ankit, any thoughts there? What are your, uh, what are your what are your thoughts on like this this whole UGC, uh, phase kind of like dying down?
[02:44] Ankit Patel: Well, I'm glad everything's moving back to static because uh, I'm a static god. I remember when everything was video, uh, there wasn't much I could do to help you. Um, but now that everything's moving back to static, it's a lot easier. And honestly, I think I think people are overcomplicating static in general. Um, just like you said, get a photo, get a, uh, get, you know, some of your content and slap a banner on it. Um, make sure the hierarchy is good there and that's it. Make 20 of those. Um, and it doesn't have to be the cleanest thing in the world, but I think, uh, creating ads right now is easier than it's ever been.
[03:19] Ash Melwani: I agree. I agree. I think to your point, it's like you can pump out 20 ads in a day. Um, the thing is is that the next day if I tell you like, hey, these are just not hitting, maybe one or two are hitting, you're like, great, let's pump out 20 more. Whereas video, I got to take weeks to find creators, get the edits, this and that. It's tough. Yep. Um, I agree.
[03:40] Ash Melwani: Awesome. So I think we can move on to the next slide.
[03:42] [VISUAL: Slide titled "Most of you have a Creative Diversity Problem". It has two sections: "What is Creative Diversity?" with a quote from Henry Kelly Head of e-commerce at Meta, and "How can you tell if you have a diversity problem? Map it out." with a bulleted list.]
[03:42] Ash Melwani: Okay, cool. So, I'm going to say this flat out. Most of you have a creative diversity problem, okay? Um, the issue here is that we're all trying to create the same ads. You see something on Twitter, you want to recreate it, then 100 other people start to recreate it, right? Um, shout out to Barry, make ugly ads. Uh, the sticky note, right? He mentioned the sticky note ad and I went with it. I ran with it. I posted about it. Um, it I don't know, unfortunately or fortunately, that tweet blew up and then I started seeing sticky note ads everywhere, right? Um, so it just becomes way too much to like for every brand to be doing the same thing. You have to have diversity because then it becomes, uh, there's a lot of banner blindness on the consumer's end, right? So, what is the, uh, creative diversity, right? Here's a true definition from somebody, uh, from Henry Kelly, uh, head of e-commerce at Meta, right? Creative diversity, the art of embracing a variety of ad formats and concepts emerges as the catalyst for reaching new audiences, rejuvenating engagement, and spurring action. So, a lot of a lot of fancy words here, all to say, hey, create different ads that look different from each other so that you can hit new audiences and avoid fatigue, right? That's all it is, right? Um, so a lot of people are probably asking, all right, how do I how do I tell if I have a creative diversity problem, right? And the best way that I can explain it is literally map it out, right? Um, there's two sides of the story, right? Static ads, video ads that we're talking about, right? Then there's two types of those, right? So you have high quality or statics or low quality video or statics, right? Then it's about the messaging, right? Do you hit the emotional side of things? Do you hit the product benefit side of things, right? And then all together, you have different types of messaging according to, uh, what part of the funnel people are in. So if you can hit every single one of these variables of these, you have creative diversity. And and and the biggest, uh, tip that I could say is no two ads should ever look the same. You should be creating ads that are entirely different so that you can hit different parts of the audience all together.
[05:44] Ash Melwani: Um,
[05:47] [VISUAL: Slide titled "Map It Out. Find Your Gaps." It shows a 2x2 grid. The Y-axis is "Polished" (top) and "Lo-Fi" (bottom). The X-axis is "Static" (left) and "Video" (right). Each quadrant is filled with example ads from Obvi.]
[05:47] Ash Melwani: so let's get into this, right? So here's a a a map to find your gaps, right? So we actually did this in the summer, which is why we started leaning into more statics, right? So you create this like quadrant, right? Um, and you break up your your creatives into four different things, right? Static lo-fi, uh, static polished, video polished, video lo-fi, okay? Um, Travis map those gaps. Yes, exactly. Map the gaps. Um, as you can see, we were so heavy on video on lo-fi videos, right? These were your UGC style, uh, creatives. Um, we had very low video, uh, polished videos, um, and had barely any statics, um, just like just to start running, right? So, talked to my, um, uh, Facebook rep, basically they pulled this for us. You can do this yourself, um, or you can even if you have a rep, maybe ask them to do it for you. Um, and we started filling those gaps, right? I told Ankit, hey, listen, here are the gaps that we're missing. What are your what are your thoughts, right? How do I how do I test more static lo-fi? How do we get more, uh, photography from our from our, uh, photography partners? How do we get more like high quality videos too, so we can fill these gaps, right?
[06:58] Ash Melwani: Uh, someone asked, what is lo-fi video mean? This would be your UGC style videos, right? Like getting your, uh, customers to actually create videos for you. It's not shot on a 4K camera. It's not like hugely edited or massively edited to to make it like cinematic. These are your typical UGC videos, which as you can see, everybody was leaning into, including us, right?
[07:19] Ash Melwani: Um,
[07:22] [VISUAL: Slide titled "Continued...". It shows another 2x2 grid. Y-axis: "Product Benefit" (top) and "Emotional Benefit" (bottom). X-axis: "Static" (left) and "Video" (right). The quadrants are filled with more Obvi ad examples.]
[07:22] Ash Melwani: and then another way to split this up is between, like I said, uh, product benefit and emotional benefit, right? So you can see where our gaps really were is that we didn't have any statics that were talking about the emotional benefits. All we were saying is, hey, here's our product, lose weight, feel great. That's it. That's the product benefit, right? The emotional side is like, feel 10 years younger, right? Um, hang out with your kids more often, feel more active. Like things like that, we would kind of split it up on the videos and that was pretty much purely based off of the storytelling that the the creator was saying and it kind of fell on either side, but we had this massive gap when it came to statics, right? So, filling things up can allow you to have enough diversity in the ad account so that you're hitting different parts of the audience and avoiding creative fatigue all together, right?
[08:09] [VISUAL: Slide titled "Come Up With Different Types of Messaging" with a numbered list: 1) Problem Unaware, 2) Problem Aware, 3) Solution Aware, 4) Product/Brand Aware.]
[08:10] Ash Melwani: So, map it out for sure, okay? Now, when it comes to, um, different types of messaging, this is like something I'm sure you've seen this before where there's there's really four types of audiences, right? You have problem unaware where people don't understand that they actually have a problem. Uh, there's problem aware, right, where people are aware of their pain points, but they lack a solution. Um, then you have solution aware, which is people are aware of multiple types of solutions to their problems, but they don't know what to choose. Then there's product and brand awareness where people who they're aware of you, um, but they're not sure if you are right for them, right? So, being able to create copy based off of these different, uh, stages in the funnel allows you to hit different people all together. So now imagine you have these four quadrants times these four, uh, types of messaging, there's so many types of ads that you can create and that you should be creating to ensure that you're reaching the max amount of audience you possibly can, okay?
[09:05] [VISUAL: Slide titled "VISUAL HIERARCHY". It has a definition and an example image with text "You will read this first." and smaller text below. It also lists "WAYS TO CREATE VISUAL HIERARCHY" with points for Size, Color, and Texture & Style.]
[09:06] Ash Melwani: And this is where I I want to transition into to Ankit's, um, theory around how do you actually create these ads, right? It's it's one thing to say, hey, go and create these types of ads, uh, but it's it's the technicality of how do you actually do it in a way that's delivering the message correctly, um, and in a way that it's aesthetically pleasing. So, Ankit, please bless us with some knowledge there.
[09:31] Ankit Patel: No, absolutely. Um, I think again, people over complicate the ad creation process where they try to create these super curated ads, um, and they just honestly never work. And I used to do the same thing. Uh, what's visual hierarchy? It organizes design elements on the page to guide the eye through their intended importance order. So if you look at this little image I put together, you'll read this first, and then you'll probably read this immediately afterwards, and then you'll most likely, uh, leave this for last. So, this is pretty much, this is, uh, kind of showing contrast as far as what you're going to see first and what you're going to see second and so on and so forth. How do you create this visual hierarchy? Uh, size, color, texture, and style. Uh, with size, it's obvious, if you make things bigger, you're going to look at them first. Color, make things brighter, make it contrast, make sure it contrasts with the background. Um, and then texture and style, use your, use your strokes, your drop shadows, use, uh, you know, imagery, um, anything that separates it from everything else on the page. What I see a lot is people creating these ads where literally everything is the same style or literally same size and it's the same thing as as if you're looking at a blank wall, um, because your eyes, there's nothing that's grabbing their attention. You're you're literally looking at everything that looks the same. So, um, in general, if you, you know, refer to this, refer to a graphic like this, um, it's really easy, you know, slap a picture in the background, pick three points that you want to highlight, and then, you know, emphasize the one you want them to see first, and then you just keep it moving.
[11:07] Ash Melwani: I know there's there's a few ads where you might think something hits, right? And you will your eyes automatically look at the wrong thing first, right? Which is why I say when you start and when you start creating, uh, static ads, your main like headline should be in your face, right? Um, we all say that creative is the new targeting, right? When it comes to, uh, running ads on Meta. And what's the best way to actually pull out that audience is with a massive headline that's literally like, hey, do you want to achieve X goal? Do you want to do this? Are you struggling with this, right? It's you're literally calling out into the abyss and hoping somebody actually engages with it. All right, cool. Yes, this is a problem that I'm struggling with. Now, what's the next thing my eye is going to see? And it's most likely going to be the product, right? It's like, okay, this is a supplement. Okay. Now, the last thing that they'll probably leave with is why your supplement is the best, right? So your USPs, your your 90-day guarantees, your X amount of five-star reviews, whatever it is, so that it's like, okay, cool, I'm interested. Let me click to the landing page and then the landing page is what does the selling. So, really solid here.
[12:19] Ash Melwani: Um,
[12:21] [VISUAL: Slide titled "PERFORMANCE VS BRAND" with two questions and answers.]
[12:21] Ash Melwani: and then my all-time favorite, uh, debate.
[12:25] Ankit Patel: Yeah. So, uh, performance versus brand. I feel like this is the only thing anybody ever asked me about. Um, so just to get into it, do performance ads need to be completely on brand visually? No, not necessarily. Your ads on a performance level need to do just that, which is perform. Brand campaigns have the ability to live and breathe on organic channels. I would test anything and everything on your performance campaigns to get those users to your website or landing page. Guys, if you don't have red in your visual style guide, it's okay. You can test it on performance. The reason being is the next question, does not being completely on brand or your paid, uh, hurt your brand in the long run? No. Uh, reason being is we live in an age where you can run an ad and turn it off the next day. People have really short-term memories. They're not going to remember that, hey, they used red and the brand is pink. Um, these things people don't care about anymore. It's like the old days when you used to take out a magazine article or a billboard or a truck advertisement or radio, whatever it was, those things lived for months and months and months. So, you didn't, you couldn't afford to be off brand because that then resonated with that consumer for a long, long time. Uh, these days, honestly, on your performance channels, sell, um, create a bunch of different, uh, ads, use different types of colors, use your color theories to, you know, evoke different, uh, emotions in people. Um, I think you have the ability to be as creative as possible this day and age, um, without it being something that, uh, rubs people the wrong way. As long as you're not offending anyone because then you're going to get canceled, but other than that, you're good.
[14:22] Ash Melwani: Um, I want to I want to take a quick, uh, break to kind of go through some of the Q&A questions because there was one that was, um, super interesting. Do you think you can build a brand with static ads only? I'm curious your thoughts there.
[14:37] Ankit Patel: Uh, yeah, I absolutely do think so. Um, I mean, look at what we're doing right now. Um, it's working and honestly, everyone's going to have video, but you don't need to put paid behind video all the time. Let those things live on organic channels. Um, because at the end of the day, you're going to need a mix of both. But me personally, I think you can live with static right now, uh, unless something changes.
[15:11] Ash Melwani: Yeah, I agree. I mean, even when you're starting, uh, a brand from from scratch, right? Um, we didn't have any video content. We literally had renders. We did a single photo shoot, which was like in the office with like a green screen. Like it it wasn't, it was just very scrappy, right? Um, but those were our top performing ads. I remember, uh, there was one ad that we were running, we launched a new, um, flavor for our collagen protein. Um, and Ankit created a graphic that was literally a split screen. It had the bottle on the right side, and on the left side, it had, uh, new release and then like the USPs. And that was our top performing ad for probably a year, and that was during COVID. And we couldn't recreate that. I don't know how we would have ever beat it, but that was constantly just like the top spender. And that year, I believe we did, we went from 200k the first year we started to 5 million the next year, pretty much using all static ads, right? It wasn't until year three where we started introducing, uh, video style ads. And that too from influencers, right? It wasn't creators that were hired to to create, uh, videos around our product. This was this was influencers who are actually using our product and it still had that authenticity. So, that's what transitioned, right? It's it's that it's still that authenticity. So, yes, I do think you can still build a brand with static ads. Um, the the the caveat there is that static ads are really good at driving traffic and it's good at driving the right type of traffic. Landing page, however, needs to be completely dialed in and that it it needs to sell the audience that is just clicking in on maybe a few USPs and they're not entirely sure what the brand or product is. So, that's where the other side of the the the coin is between performance and brand is that I can I can get you to my website with the most clickbaity ad possible that looks like complete trash, but I got the right audience. Now my landing page is fully branded. It's got the right elements to it and it can convert somebody because, oh, okay, this this brand is legitimate. They have the right claims, they have the right social proof, everything is there to sell me on this. Um, and that's the way you have to do it, right?
[17:33] Ankit Patel: Yeah.
[17:33] Ash Melwani: Um, Ankit, also going back to like the performance versus brand part, right? The the one thing that you've always told me is like on the back end, do whatever the hell you want. On the front end, don't touch it.
[17:44] Ankit Patel: Talk to us a little bit about that.
[17:46] Ash Melwani: Yeah. So, it's kind of like what you were saying is you're just trying to get that click and you're trying to get them there. The landing page and all that, that stuff, that's where the conversation happens. Um, the conversation doesn't happen on that ad level. Um, I think you do anything you can to try and get them to that landing page and then bombard them with brand, you know, give them the education they need on the products, the brand, let them know exactly what this is all about because that stuff you used on the ad will probably not work again when they get to the lander.
[18:22] Ash Melwani: Yeah.
[18:24] Ankit Patel: Yeah.
[18:25] Ash Melwani: And then there's there's another thing that also you have, which is like, it's kind of like a hot take for for most, um, is our Instagram grid.
[18:35] Ankit Patel: Yeah.
[18:36] Ash Melwani: What are what are your thoughts around that?
[18:39] Ankit Patel: Um, I mean, my my philosophy on it has changed a lot recently. I think I I used to create this super curated grid. Um, and I still, I still like to have a super curated grid because the thing is people are going to, the people who are going to look at that grid are going to be your retailers and your investors. They don't get hit with those ads that you're hitting them, you know, the general public with for most of the time. Like unless they're a woman of this age, this demographic, they're not going to see it. Um, what they're going to see is your website and your Instagram grid and then whatever other social feeds you have out there organically. So I still do believe that curating those brand touch points is super, super important for your brand. Maybe not at a direct level, but in the long term when you're going to make these retail plays or you're trying to raise venture capital, uh, you have to show them that you're, you know, you sell a product, but you're also this lovely buttoned up brand and and you have, you know, some creative knowledge behind it. So, that's my take.
[19:44] Ash Melwani: Yeah, I agree. I agree. I think, um, yeah, I mean, think about it this way, right? There's so many people that are looking at your ad. I mean, how many times have you actually saw an ad and then clicked on the profile, right? And then saw that the grid was either a complete mess or it was aesthetically pleasing and you're like, oh, this is this is kind of nice. Let me check them out, right? So, you got to think about the whole experience, um, and not what just like, oh, I'm going to run an ad, somebody's going to click on it, see my landing page, buy. Like, no, people do their research first, then they'll buy. So, I think that's where brand and performance kind of intertwine a little bit.
[20:21] Ankit Patel: And and here's just by the way, um, we didn't always agree on this. It took some time. So, I think there is a, if if you're a marketing person or you're a brand person, there is, there is an equilibrium here and there's a balance. Just getting there is the tough part. So, but there is that, you can get there, um, if you know, both people are willing to give up some stuff and, um, you know, just do whatever is needed for the brand.
[20:48] Ash Melwani: I agree.
[20:50] Ankit Patel: Cool.
[20:51] Ash Melwani: I think we can move on in the presentation.
[20:55] Ash Melwani: Let's see.
[21:00] Ash Melwani: All right, cool. So, some examples of static ads you should be running, okay? Um, so I have the trifecta of banner ads, which is lifestyle, UGC, and render, okay? I'll show you some, I'll show you some examples after this, but what do I mean by banner ads, right? I'm talking about square static image with the main headline, your product, some USPs, and the CTA, right? Plain and simple, that's the formula for a banner ad. But the way to diversify this, um, is by utilizing lifestyle imagery, UGC imagery, or renders, right? So, lifestyle is going to be your high polished, high quality photography, shot in a studio, um, you know, proper camera, everything, so that it looks very polished, right? So remember the quadrants, static, uh, static, uh, polished, that is where that would fall into, right? Then you have UGC banner ads. This is basically utilizing any, uh, assets that you get from customers, right? Like maybe they're using the product in their kitchen or they're holding the bottle or whatever it is. Again, low-fi looking content, but with the banner ad, um, hierarchy, right? So your headline, your USPs, etc, etc. Again, this is diversity here, right? You have you have your polished and you have your low-fi. Then you have render, right? Renders, um, I think are highly underutilized, uh, because you can create almost anything, right? Um, literally getting a render of the picture of your bottle and sticking it on any background whatsoever, right? Maybe it's stock imagery, maybe there's an ad which I'll show you, we surrounded the bottle with like donuts, right? And the headline was, uh, curb your appetite, right? And so it's like, okay, I can get the person to be like thinking about, yeah, like I have cravings, I have sweet cravings, but I don't necessarily have that shot from my, uh, studio, right? I don't have the shot with the bottle next to to the donuts, but I can create that easily, right? Then you have, uh, review ads and community ads. Um, this is very simple, right? Like grabbing a screen grab of some of your top reviews, um, not the ones that like, oh, the product is great. I'm talking about the reviews where people tell you a story, right? Here's what they were, uh, dealing with before your product. Here's how your product helped them. Here's the outcome. It literally walks you through how the product changed their life and the the consumer is reading that, right? So again, I'll show you some examples of what we've done, but taking these like story-based reviews, they crush, right? Um, similar with the community ads, we have a Facebook group of over 80,000 women. They're posting their success stories in there. They're talking about, you know, tips and tricks, whatever it is. We take these success stories and literally turn them into ads. And so they look native to the Instagram, Facebook, um, platform and they crush because storytelling, like like my man Travis said, right, story-based reviews have always made him buy stuff. Like it makes sense. Like if you tell a story that's super relatable to somebody, that's it. You've hooked them.
[23:58] Ash Melwani: Um, the us versus them, very simple, right? If you're in a competitive industry like us, um, let's say Vital Proteins is our top competitor in the collagen space, right? We, we have more flavors than they do. Our formula has a few more active ingredients than, uh, than they do. I want to show that off, right? This is hitting that that market that maybe is in the market for a collagen, but they don't know what to pick. This is for the people that are already using the product, um, and you're trying to get them to switch. This is a great way to hit that audience, right? So, show off a little bit, downplay kind of what your competitors are doing. Obviously, be truthful about it, but this is a good way to show you, uh, show consumers why you're actually better than the rest of the competition, right? Um, then there's a problem versus solution. I'll show you this in the example. Um, I don't want to explain it to you because I have to actually show you to to understand, but it's almost like a us versus them format, but it's problem versus the solution, right? And then you have these new style, uh, media ads, right? If you see like a Worldstar post, it looks like a news article. This is super organic. People click on this all the time. But there is a caveat there, which we'll we'll go into in some of our examples. So, take a screenshot of this, make a bunch of these ads, fit them into the quadrants, and you're good to go.
[25:09] Ash Melwani: Um,
[25:11] Ash Melwani: so, this one's really interesting and somebody asked me, uh, asked a question which was, um, where was it? Somebody asked, was there an ad? Oh, yeah, Travis, you asked, what are a few ads that surprised you guys how successful it was? This was one of them, right? Um, so this is again, lifestyle banner ad, like I mentioned, this is, um, imagery from our, uh, studio where it's high quality, polished, it looks clean. Um, again, at the top, beautiful headline that's right in your face. Um, and the story here is that we saw a comment in one of the ads, um, and it was supposed to be a funny comment, right? And and somebody said, um, oh, is this going to help my fupa, right? And and when I saw that comment, I started dying because it's it's such a, it's such a phrase that we don't talk about. It's almost like there's a stigma behind talking about these things. I was like, what? Okay, let's toss it on an ad and see what happens, right? So, your typical format, I remember this. Your typical format for a static ad, headline at the top, beautiful image of your product, and then three USPs, um, right at the bottom. This is this till date, we started running this last summer, till date, this is one of our top performing ads because one, it appeals to the right audience of somebody wanting to lose weight, but it's so crazy to see this in an ad, right? Um, and like like Travis said, it's an inappropriate acronym, but it gets the engagement. Like this ad itself has 2,000 comments, right? And this goes back to what Ankit, uh, saying performance versus brand. This is definitely not on brand, but it it drove results. So, um, little little tidbit there. If you have a bunch of comments or or, uh, post-purchase surveys, read them and take out the the tidbits that you can actually run in the ads, um, because it could be your your best performer. But this is the example of a lifestyle banner ad.
[27:10] Ash Melwani: Um, this was the, this was the exact example I gave you guys, right? So, we didn't have a picture of like donuts, right, with our our product. So we literally, uh, created a render-based, had the product in the middle, surrounded it with stock imagery of donuts. Um, this was actually one of our Black Friday ads. Appetite tamed, savings claimed, right? So it hit both benefits. This is, so if you're running Black Friday ads, don't just sell the discount, sell the benefit of the product too, right? So, I'm basically selling, um, appetite suppression as well as a massive discount, right? So this is the best way to do it.
[27:44] Ash Melwani: Um,
[27:47] [VISUAL: Slide titled "Review Ads Example" showing a tweet-style review with highlighted text. The product is in the corner.]
[27:47] Ash Melwani: review ads examples. Uh, this is a really, this is basically taking one of the reviews, um, and sticking it on an ad, right? Uh, the best way to do this, I know we said use story-based reviews. People that want to read it will read it, but the people that want to skim through it, highlight the most important things for them. This was actually an iteration of, uh, an original ad which was just a review, nothing else on it, which did okay. Um, but we had the idea, hey, let's, um, let's highlight some of the important things so that your eye, right, talking about hierarchy now, is that your eye goes to those highlighted bits and you get exactly what you need out of it, and this outperformed the other one. So, if you are doing review-based ads, um, make sure you're calling out the right things as people are just skimming for the most part, right?
[28:30] Ash Melwani: Um,
[28:32] [VISUAL: Slide titled "Community Ads Example" showing a Facebook post-style ad with highlighted text.]
[28:32] Ash Melwani: community ads, again, very similar to the one before, but I just pulled this from the community. Very simple. I'm not going to get too much more into it.
[28:39] [VISUAL: Slide titled "Us vs Them Example" showing a side-by-side comparison of Hydroxycut and Obvi Burn.]
[28:40] Ash Melwani: Us versus them, right? Um, we we typically run, uh, ads against Hydroxycut because we are in Walmart and we're on the same shelf as them and so I want to dig a little bit. Um, they're they're known for being the traditional one, right? When you think weight loss, uh, pills, you're thinking Hydroxycut. Um, and we are the smarter solution, right? We talk about weight loss with the beauty benefits by having five types of collagen in there with some patented ingredients. So, again, this very simple format that you can kind of steal, us versus them, um, very easy to utilize. And you can and what you can do, a tip here is in your post-purchase surveys, what you should ask is, are there any other brands that you were thinking about before buying us? And then you can find all the brands that people are actually interested and and shopping around for so that you can use those as the us versus them example. So, quick, uh, uh, tidbit there. Um, Joey asked, any concern with targeting competitors? No concern as long as you're truthful. Um, that's really it.
[29:39] Ash Melwani: Um,
[29:43] [VISUAL: Slide titled "Problem vs Solution Example" showing a side-by-side ad with "PROBLEMS" on the left and "SOLUTION" on the right.]
[29:43] Ash Melwani: problem versus solution example. Okay, so this one I didn't get to explain, but this one actually, this is one of our top performers right now. We've been running it since like October. Um, this is another way to really call out your audience, okay? Formatted very simple. On the left side, you have problems. List out the three problems that somebody who needs your product is facing. And so what we found in our in our reviews and surveys is that, uh, a lot of people with PCOS who struggle with weight gain because of PCOS, um, they found our product and it was a really good solution for them. So, the best way to target them is literally saying, hey, do you have PCOS belly is a common term for people suffering with PCOS. Um, typically those have hormonal imbalances, which also leads to low energy. Our product solves pretty much everything there. Um, and it sells the click and the landing page basically sells them on, uh, the product. You can do this for any type of problem, um, that your product solves. So I think this is a good one. Uh, and then another one, news media example, uh, mother who has reaction to Ozempic loses weight with new alternative. You're definitely clicking on that, right? You want to read the story. It's super, uh, clickbaity. Problem with this one is we actually just ran this, um, it didn't perform as well, but, um, the reason being is I think it was too clickbaity, right? People are going to click on this and think that they want, um, to read an article about this, but I'm sending them to like a sales landing page, right? So, while this sends really cheap traffic, it had like a really high click-through rate, cheap CPCs, I myself realized as a marketer that I'm not sending them to the right destination. And so that's why I'm going to pivot. Maybe do, um, a listicle, five reasons why Obvi is better than Ozempic, or maybe a tutorial or something, exactly, an advertorial, which we're actually whipping up now. Um, and so that's the way to do it. And, um, that's why you just got to test. If something doesn't work, figure out why it doesn't work and then adjust, right? Because this one I wasn't ready to give up on. It was driving cheap traffic. It's great for the brand. How do I make it convert now, right?
[31:41] Ash Melwani: Um, awesome. So, went through a lot of our stuff. I know, uh, we we talked a lot. Um, I definitely want to get through some questions and then we'll review some ads. So, maybe let's start with some quick questions so that we can clear those up and then we can go into some of the ads. Um, let's see.
[32:04] Ash Melwani: Uh, someone, what is lo-fi video mean? Lo-fi video, we talked about, it's like your UGC style ads. Um, Ankit, are there any ads that I ran that you were like super shocked that actually worked?
[32:16] Ankit Patel: Um, I think that sticky note one was definitely, definitely one that I was like, what the hell? Why did that work? Um, but then everyone started doing it. Um, but I think as you've done more and more of these ads, as we've done more and more of these ads, it seems like when you're just thinking way outside the box, things that you just don't think are going to work, end up working. That's the mindset you have to really put yourself in as if everybody's doing it, then you need to do something that everybody's not doing. Um, I know we just showed you a bunch of a bunch of stuff that's working for us, but I can tell you right now, probably a year from now, none of that stuff's going to be working. And you got to keep innovating. So, um, yeah, man, I think the name of the game is just putting stuff out that people haven't seen.
[33:05] Ash Melwani: I agree. Uh, Frederick asked, how do you do the renders? Um,
[33:11] Ankit Patel: Yeah. So, what I'll do is, I mean, there's tons of agencies that you can pay to do this, which is probably a better use of your time and it'll probably be about, uh, $100 to do the mold and then every time you switch the label, um, on it, they'll probably charge like, you know, $20. Uh, but I do it all in house. I just, I create the mold on Blender and then, um, pretty much I turn it into a Photoshop mockup and I'm able to switch out the label as whenever I want to. So, uh, we save on that cost. But if anybody, if anybody, uh, needs renders, uh, yellowimages.com, um, they will create, if especially if your product is a super like custom mold, it's not just a jar and you need something that's a little bit more custom, they'll create custom molds for you. It's a little bit, a little bit expensive when you start with them, but every time you need to make an adjustment, it gets that much cheaper.
[34:04] Ash Melwani: Love it.
[34:05] Ash Melwani: All right. So, I think let's get into some ad reviews. Um, James sent over one. Um, let's see if you guys can see it.
[34:17] Ash Melwani: Look good? Okay, cool. Um, Ankit, you want to tackle this?
[34:24] Ankit Patel: Oh.
[34:27] Ankit Patel: Yes. All right. So, let's look at the hierarchy first. Um, looking at, don't use spreadsheets to analyze ad creative, use Motion. And then you're going to look at the different benefits and then the laptop. I love this. Um, simple, clean, it's going to tell you exactly what, uh, what you need to know. But the only thing I would say about this is it looks a little bit too curated. Um, I would bump up the size on that headline, bump up the size on these benefits because you have the room to play with. And that's saying totally destroy the negative space, but you got the room, just bump up the size. And honestly, I I hate putting, um, logos on on the ads itself. Um, because at the end of the day, your your logo is right there, the little, uh, the sponsor thing. So, um, not not sure about that, but you can probably get a little more room.
[35:18] Ash Melwani: Yeah, I agree. I think, um, thinking about like as you're scrolling on your phone, right, a lot of this text is probably smaller, right? I think to Ankit's point, it's like, boom, get it in your face. Like you literally and then you kind of look at it, you're like, oh, there's actually visual data and and it's so I would, so I think an iteration on this what I would do is bigger text, right? And then focus on the visual aspect of the app because that is what you're moving from a spreadsheet to the visualization of the app in itself. Um, but a great ad, right? Um, this hits the audience that may or may not be using, like, you know, wasting time on spreadsheets, right? And you're like, I mean, and then you kind of look at it, you're like, oh, there's actually visual data and and so I would, so I think an iteration on this what I would do is bigger text, right? And then focus on the visual aspect of the app because that is what you're moving from a spreadsheet to the visualization of the app in itself. Um, but a great ad, right? Um, this hits the audience that may or may not be using, like, you know, wasting time on spreadsheets, right? And you're like, I mean, and then you kind of look at it, you're like, oh, there's actually visual data and and so, so I think, you know, that's just one thing to, uh, talk about is that you want to avoid your eyes feeling the contrast between too much. Like this would have been a perfect ad on just a straight background. Um, how big of a lift it would have? I I'm not too sure, but, um, at least as as long as everything's readable, good.
[36:17] Ankit Patel: I like that.
[36:22] Ash Melwani: Yeah.
[36:25] Ash Melwani: All right, so this is a good one. Somebody submitted this. Um,
[36:32] Ash Melwani: I want you to take this because I think you have some good, you would have good feedback on this.
[36:36] Ankit Patel: Oh, let's see.
[36:38] Ankit Patel: Okay. Um, all right, I see what we're trying to do here. We're trying to be super cute with the typography. Um, but it's just honestly, it's a hard read. Always say, then yes is in this, this, uh, this cursive font, this decorative font, and then you got the two, and then you got the bold nutrition, rich donuts. I don't know where to look first. Um, also some of the benefits, the value props, like sugar-free, animal-free, all that, and then you got your logo. It's like, all right, I might as well stare at a blank wall here. What do you think, Ash?
[37:09] Ash Melwani: Yeah, I mean, so Planet Planet Bake, always say yes to nutrition rich donuts. Okay, so I understand that it's it's healthy donuts, right? Um, but like to Ankit's point is now the hierarchy is I I see the the main call out, right? Thing is that it's almost the same size as the logo. So, I don't know where like where I'm going to go first. Um, for me, I always look for the big headline. But then I'm looking over here for soy-free, then I'm moving over here to gluten-free, then I'm moving here, and then I'm moving here. It's like, I have to look at so many different places to understand what's going on. I would rather be in one place and easy to understand. Um, also the other thing with this is, and I'm sure you probably have this in the in your ad library, so forgive me is, um, I think there's USPs that are probably better to use here, right? Um, and again, you probably have it, so forgive me, but, um, maybe calling out the things that people really care about, right? So, yes, this is one set of USPs that you can test, but talk about the calories, talk about the protein, talk about fat, this and that. Like for me, if I if I'm looking for a healthy alternative to a bad treat, I want to know exactly, hey, is this like, is this low calorie? Like is it is it protein heavy? Like whatever it is, having those, um, similar to like, um, I'll give you this, uh, there was one of our examples where you had the headline, product, and then boom, boom, boom, boom, right? So your eyes don't have to read anywhere else. It's you're reading left to right the headline, left to right the USPs. So that's the other thing you have to think about is people read left to right. Now, if you're telling me I got to look here, then I go up, and then down, and then left, and then right, and then it's a lot, right? So, I think your iteration can be headline on top, product, USPs on the bottom, done.
[38:52] Ash Melwani: Let's see, what else we got?
[38:55] Ash Melwani: Uh, there was one submission. I'm trying to find where it went.
[39:01] Ash Melwani: Um, oh yeah, this one. Um, Gray Matter, uh, Jim Phillips submitted this.
[39:08] Ash Melwani: Okay, so this is, I actually, I like this one. I'm very curious what you think, Ankit.
[39:16] Ankit Patel: Oh, this is beautiful. Um, I mean, it hits everything we were just talking about. You got the big bold headline, and then they're using texture and style to pretty much, uh, highlight brain fog, uh, with that kind of gradient background. Um, and then you got, and then not only do you have, uh, the ingredients big and big right there, um, you've got little, uh, I guess images of the ingredients that are kind of attracting your eyes over there. And the product is honestly what you see last and and I don't, I don't hate that.
[39:49] Ash Melwani: Yeah, I agree. I agree. I think one thing here is, um, the get rid of brain fog, right? And there's again, two two ways to do this. This is, I'm sorry, I only see what I see in the in the ad library in the first two seconds is, um, the ingredients are a selling point for the product, but it's almost like, okay, well, what is this really going to do for me? What does the ingredients do for me, right? And you need the the that explanation, which happens on the landing page, right? But again, it comes down to like, how does how does this get rid of brain fog, right? Is it is it giving me energy? Is it giving me this? Is it doing this? Like, those are other USPs to test out. I love the format of this ad. Don't get me wrong. It's beautiful. Um, the only other thing is, again, scrolling, like and maybe Ankit, you probably feel the same way is some of the white text, uh, on that light blue background, you can't necessarily read. Um, so I think, you know, that's just one thing to, uh, talk about is that you want to avoid your eyes feeling the contrast between too much. Like this would have been a perfect ad on just a straight background. Um, how big of a lift it would have? I I'm not too sure, but, um, at least as as long as everything's readable, good.
[41:08] Ash Melwani: Um,
[41:19] [VISUAL: A static ad for Graymatter showing a diagram of a drink in a glass mug, with callouts pointing to different parts of the drink and listing the benefits/ingredients (e.g., "Memory, Learning, Mental Agility", "Dopamine Precursor = Happiness", "Anti-Anxiety").]
[41:21] Ankit Patel: Oh, man.
[41:23] Ash Melwani: Sorry, Jim. Sorry, Jim. We're going to rip this, but we're we're here to help you. So,
[41:29] Ankit Patel: Yeah. Just way too much text. It's way too small. Like this, put this on a landing page or something where you're going to explain all this, but honestly, um, just the text is way too small. Uh, it seems really, really cluttered. So, I know we want to make everything nice and big and fill up the space, but we also need negative space to pretty much take that strain off the user's eyes. Um, but yeah, this, uh, this ain't it.
[42:02] Ash Melwani: Yeah. Um, so Jim says it's surprisingly been performing well. And that and that's what's great about this is that you can have the the most craziest stuff like in the ad account and you never know what's going to, that's why it's like, let's test everything. Um, but if again, so when we say or any feedback that we're giving, this could be just be an iteration of what, uh, you're currently running and hopefully it beats it. But I think to Ankit's point, yes, there's a lot of text, especially if you're reading and you're scrolling, right? Um, from here, I have it on my computer and it's it's very small for me to read. Now, imagine somebody on their tiny phone, how are they going to be able to read it? Um, one thing I'd like to do is, um, uh, I guess call outs in threes, right? Um, three is such a like a solid number where, um, you can focus on three things. I think there's a saying that, um, if your product has more than three benefits, it becomes unbelievable. Um, so what I would want to do is maybe focus on the three and lean into it. Um, that might help one, clear it up, two, give you a little bit more space to like blow things up and make it a little bit more readable. Um, so maybe test that. Test, um, yeah, Travis said, yeah, test three instead of six. Yeah, I agree. I agree.
[43:14] Ankit Patel: I think Travis is in the audience that's into this product wants details and now I kind of get that. Um, this this might be that user. Um, yeah.
[43:26] Ash Melwani: It is.
[43:27] Ankit Patel: I'm surprised this is working. Go for it.
[43:29] Ash Melwani: Um, let's see. I think maybe we have time for one more. James, let me know. Um,
[43:42] Ash Melwani: let's see, pulling through.
[43:45] Ash Melwani: Um, oh yeah, this one. Um, Gray Matter, uh, Jim Phillips submitted this.
[43:51] Ash Melwani: Okay, so this is, I actually, I like this one. I'm very curious what you think, Ankit.
[43:56] [VISUAL: A static ad for Inno Supps' "INNO CLEANSE" product. Headline: "5 NATURAL WAYS TO LOVE YOUR GUT". It lists 5 ingredients with small images.]
[44:04] Ankit Patel: Ah.
[44:06] Ash Melwani: So, I I I talk about listicles all the time in like landing pages, but bringing the idea of that to an ad is amazing, right? Um, you're literally seeing in real time how the product works. And so five natural ways to love your gut. Okay, I know this product is like good for cleaning out my my gut or whatever it is. Um, but then you have the reasons why, right? So it contains this ingredient, it contains this ingredient, this ingredient, this ingredient, this ingredient, right? And you're like, okay, now it's like, oh, this is a natural way. This contains all the natural ways. Boom, let me go check it out, see the landing page. So, I actually like this. I might actually recreate this, but Inno Supps, if you're in the supplement space or even like, uh, Jim, you're in the, uh, brain fog, uh, powder space or whatever it is, tea, um, Inno Supps is a great, great brand to look up to. Um,
[44:58] Ankit Patel: Yeah.
[44:58] Ash Melwani: I love this one. This is great. You guys can like, you can literally make this today. Um,
[45:03] Ash Melwani: okay, this is a good one. Somebody submitted this.
[45:09] Ash Melwani: I want you to take this. I think you have some good, you have good feedback on this.
[45:13] Ankit Patel: Oh, let's see.
[45:17] Ankit Patel: Okay. Um, all right, I see what we're trying to do here. We're trying to be super cute with the typography. Um, but it's just honestly, it's a hard read. Always say, then yes is in this, this, uh, this cursive font, this decorative font, and then you got the two, and then you got the bold nutrition, rich donuts. I don't know where to look first. Um, also some of the benefits, the value props, like sugar-free, animal-free, all that, and then you got your logo. It's like, all right, I might as well stare at a blank wall here. What do you think, Ash?
[46:09] Ash Melwani: Yeah, I mean, so Planet Planet Bake, always say yes to nutrition rich donuts. Okay, so I understand that it's it's healthy donuts, right? Um, but like to Ankit's point is now the hierarchy is I I see the the main call out, right? Thing is that it's almost the same size as the logo. So, I don't know where like where I'm going to go first. Um, for me, I always look for the big headline. But then I'm looking over here for soy-free, then I'm moving over here to gluten-free, then I'm moving here, and then I'm moving here. It's like, I have to look at so many different places to understand what's going on. I would rather be in one place and easy to understand. Um, also the other thing with this is, and I'm sure you probably have this in the in your ad library, so forgive me is, um, I think there's USPs that are probably better to use here, right? Um, and again, you probably have it, so forgive me, but, um, maybe calling out the things that people really care about, right? So, yes, this is one set of USPs that you can test, but talk about the calories, talk about the protein, talk about fat, this and that. Like for me, if I if I'm looking for a healthy alternative to a bad treat, I want to know exactly, hey, is this like, is this low calorie? Like is it is it protein heavy? Like whatever it is, having those, um, similar to like, um, I'll give you this, uh, there was one of our examples where you had the headline, product, and then boom, boom, boom, boom, right? So your eyes don't have to read anywhere else. It's you're reading left to right the headline, left to right the USPs. So that's the other thing you have to think about is people read left to right. Now, if you're telling me I got to look here, then I go up, and then down, and then left, and then right, and then it's a lot, right? So, I think your iteration can be headline on top, product, USPs on the bottom, done.
[48:52] Ash Melwani: Let's see, what else we got?
[48:55] Ash Melwani: Uh, there was one submission. I'm trying to find where it went.
[49:01] Ash Melwani: Um, oh yeah, this one. Um, Gray Matter, uh, Jim Phillips submitted this.
[49:08] Ash Melwani: Okay, so this is, I actually, I like this one. I'm very curious what you think, Ankit.
[49:15] Ankit Patel: Oh, this is beautiful. Um, I mean, it hits everything we were just talking about. You got the big bold headline, and then they're using texture and style to pretty much, uh, highlight brain fog, uh, with that kind of gradient background. Um, and then you got, and then not only do you have, uh, the ingredients big and big right there, um, you've got little, uh, I guess images of the ingredients that are kind of attracting your eyes over there. And the product is honestly what you see last and and I don't, I don't hate that.
[49:49] Ash Melwani: Yeah, I agree. I agree. I think one thing here is, um, the get rid of brain fog, right? And there's again, two two ways to do this. This is, I'm sorry, I only see what I see in the in the ad library in the first two seconds is, um, the ingredients are a selling point for the product, but it's almost like, okay, well, what is this really going to do for me? What does the ingredients do for me, right? And you need the the that explanation, which happens on the landing page, right? But again, it comes down to like, how does how does this get rid of brain fog, right? Is it is it giving me energy? Is it giving me this? Is it doing this? Like, those are other USPs to test out. I love the format of this ad. Don't get me wrong. It's beautiful. Um, the only other thing is, again, scrolling, like and maybe Ankit, you probably feel the same way is some of the white text, uh, on that light blue background, you can't necessarily read. Um, so I think, you know, that's just one thing to, uh, talk about is that you want to avoid your eyes feeling the contrast between too much. Like this would have been a perfect ad on just a straight background. Um, how big of a lift it would have? I I'm not too sure, but, um, at least as as long as everything's readable, good.
[51:08] Ash Melwani: Um,
[51:19] [VISUAL: A static ad for Graymatter showing a diagram of a drink in a glass mug, with callouts pointing to different parts of the drink and listing the benefits/ingredients (e.g., "Memory, Learning, Mental Agility", "Dopamine Precursor = Happiness", "Anti-Anxiety").]
[51:21] Ankit Patel: Oh, man.
[51:23] Ash Melwani: Sorry, Jim. Sorry, Jim. We're going to rip this, but we're we're here to help you. So,
[51:29] Ankit Patel: Yeah. Just way too much text. It's way too small. Like this, put this on a landing page or something where you're going to explain all this, but honestly, um, just the text is way too small. Uh, it seems really, really cluttered. So, I know we want to make everything nice and big and fill up the space, but we also need negative space to pretty much take that strain off the user's eyes. Um, but yeah, this, uh, this ain't it.
[52:02] Ash Melwani: Yeah. Um, so Jim says it's surprisingly been performing well. And that and that's what's great about this is that you can have the the most craziest stuff like in the ad account and you never know what's going to, that's why it's like, let's test everything. Um, but if again, so when we say or any feedback that we're giving, this could be just be an iteration of what, uh, you're currently running and hopefully it beats it. But I think to Ankit's point, yes, there's a lot of text, especially if you're reading and you're scrolling, right? Um, from here, I have it on my computer and it's it's very small for me to read. Now, imagine somebody on their tiny phone, how are they going to be able to read it? Um, one thing I'd like to do is, um, uh, I guess call outs in threes, right? Um, three is such a like a solid number where, um, you can focus on three things. I think there's a saying that, um, if your product has more than three benefits, it becomes unbelievable. Um, so what I would want to do is maybe focus on the three and lean into it. Um, that might help one, clear it up, two, give you a little bit more space to like blow things up and make it a little bit more readable. Um, so maybe test that. Test, um, yeah, Travis said, yeah, test three instead of six. Yeah, I agree. I agree.
[53:14] Ankit Patel: I think Travis is in the audience that's into this product wants details and now I kind of get that. Um, this this might be that user. Um, yeah.
[53:26] Ash Melwani: It is.
[53:27] Ankit Patel: I'm surprised this is working. Go for it.
[53:29] Ash Melwani: Um, let's see. I think maybe we have time for one more. James, let me know. Um,
[53:42] Ash Melwani: let's see, pulling through.
[53:45] Ash Melwani: Um, oh yeah, this one. Um, Gray Matter, uh, Jim Phillips submitted this.
[53:51] Ash Melwani: Okay, so this is, I actually, I like this one. I'm very curious what you think, Ankit.
[53:56] [VISUAL: A static ad for Inno Supps' "INNO CLEANSE" product. Headline: "5 NATURAL WAYS TO LOVE YOUR GUT". It lists 5 ingredients with small images.]
[54:04] Ankit Patel: Ah.
[54:06] Ash Melwani: So, I I I talk about listicles all the time in like landing pages, but bringing the idea of that to a an ad is amazing, right? Um, you're literally seeing in real time how the product works. And so five natural ways to love your gut. Okay, I know this product is like good for cleaning out my my gut or whatever it is. Um, but then you have the reasons why, right? So it contains this ingredient, it contains this ingredient, this ingredient, this ingredient, this ingredient, right? And you're like, okay, now it's like, oh, this is a natural way. This contains all the natural ways. Boom, let me go check it out, see the landing page. So, I actually like this. I might actually recreate this, but Inno Supps, if you're in the supplement space or even like, uh, Jim, you're in the, uh, brain fog, uh, powder space or whatever it is, tea, um, Inno Supps is a great, great brand to look up to. Um,
[54:58] Ankit Patel: Yeah.
[54:58] Ash Melwani: I love this one. This is great. You guys can like, you can literally make this today. Um,
[55:03] Ash Melwani: okay, this is a good one. Somebody submitted this.
[55:09] Ash Melwani: I want you to take this. I think you have some good, you have good feedback on this.
[55:13] Ankit Patel: Oh, let's see.
[55:17] Ankit Patel: Okay. Um, all right, I see what we're trying to do here. We're trying to be super cute with the typography. Um, but it's just honestly, it's a hard read. Always say, then yes is in this, this, uh, this cursive font, this decorative font, and then you got the two, and then you got the bold nutrition, rich donuts. I don't know where to look first. Um, also some of the benefits, the value props, like sugar-free, animal-free, all that, and then you got your logo. It's like, all right, I might as well stare at a blank wall here. What do you think, Ash?
[56:09] Ash Melwani: Yeah, I mean, so Planet Planet Bake, always say yes to nutrition rich donuts. Okay, so I understand that it's it's healthy donuts, right? Um, but like to Ankit's point is now the hierarchy is I I see the the main call out, right? Thing is that it's almost the same size as the logo. So, I don't know where like where I'm going to go first. Um, for me, I always look for the big headline. But then I'm looking over here for soy-free, then I'm moving over here to gluten-free, then I'm moving here, and then I'm moving here. It's like, I have to look at so many different places to understand what's going on. I would rather be in one place and easy to understand. Um, also the other thing with this is, and I'm sure you probably have this in the in your ad library, so forgive me is, um, I think there's USPs that are probably better to use here, right? Um, and again, you probably have it, so forgive me, but, um, maybe calling out the things that people really care about, right? So, yes, this is one set of USPs that you can test, but talk about the calories, talk about the protein, talk about fat, this and that. Like for me, if I if I'm looking for a healthy alternative to a bad treat, I want to know exactly, hey, is this like, is this low calorie? Like is it is it protein heavy? Like whatever it is, having those, um, similar to like, um, I'll give you this, uh, there was one of our examples where you had the headline, product, and then boom, boom, boom, boom, right? So your eyes don't have to read anywhere else. It's you're reading left to right the headline, left to right the USPs. So that's the other thing you have to think about is people read left to right. Now, if you're telling me I got to look here, then I go up, and then down, and then left, and then right, and then it's a lot, right? So, I think your iteration can be headline on top, product, USPs on the bottom, done.
[58:52] Ash Melwani: Let's see, what else we got?
[58:55] Ash Melwani: Uh, there was one submission. I'm trying to find where it went.
[59:01] Ash Melwani: Um, oh yeah, this one. Um, Gray Matter, uh, Jim Phillips submitted this.
[59:07] Ash Melwani: Okay, so this is, I actually, I like this one. I'm very curious what you think, Ankit.
[59:15] Ankit Patel: Oh, this is beautiful. Um, I mean, it hits everything we were just talking about. You got the big bold headline, and then they're using texture and style to pretty much, uh, highlight brain fog, uh, with that kind of gradient background. Um, and then you got, and then not only do you have, uh, the ingredients big and big right there, um, you've got little, uh, I guess images of the ingredients that are kind of attracting your eyes over there. And the product is honestly what you see last and and I don't, I don't hate that.
[59:49] Ash Melwani: Yeah, I agree. I agree. I think one thing here is, um, the get rid of brain fog, right? And there's again, two two ways to do this. This is, I'm sorry, I only see what I see in the in the ad library in the first two seconds is, um, the ingredients are a selling point for the product, but it's almost like, okay, well, what is this really going to do for me? What does the ingredients do for me, right? And you need the the that explanation, which happens on the landing page, right? But again, it comes down to like, how does how does this get rid of brain fog, right? Is it is it giving me energy? Is it giving me this? Is it doing this? Like, those are other USPs to test out. I love the format of this ad. Don't get me wrong. It's beautiful. Um, the only other thing is, again, scrolling, like and maybe Ankit, you probably feel the same way is some of the white text, uh, on that light blue background, you can't necessarily read. Um, so I think, you know, that's just one thing to, uh, talk about is that you want to avoid your eyes feeling the contrast between too much. Like this would have been a perfect ad on just a straight background. Um, how big of a lift it would have? I I'm not too sure, but, um, at least as as long as everything's readable, good.
[1:01:08] Ash Melwani: Um,
[1:01:19] [VISUAL: A static ad for Graymatter showing a diagram of a drink in a glass mug, with callouts pointing to different parts of the drink and listing the benefits/ingredients (e.g., "Memory, Learning, Mental Agility", "Dopamine Precursor = Happiness", "Anti-Anxiety").]
[1:01:21] Ankit Patel: Oh, man.
[1:01:23] Ash Melwani: Sorry, Jim. Sorry, Jim. We're going to rip this, but we're we're here to help you. So,
[1:01:29] Ankit Patel: Yeah. Just way too much text. It's way too small. Like this, put this on a landing page or something where you're going to explain all this, but honestly, um, just the text is way too small. Uh, it seems really, really cluttered. So, I know we want to make everything nice and big and fill up the space, but we also need negative space to pretty much take that strain off the user's eyes. Um, but yeah, this, uh, this ain't it.
[1:02:02] Ash Melwani: Yeah. Um, so Jim says it's surprisingly been performing well. And that and that's what's great about this is that you can have the the most craziest stuff like in the ad account and you never know what's going to, that's why it's like, let's test everything. Um, but if again, so when we say or any feedback that we're giving, this could be just be an iteration of what, uh, you're currently running and hopefully it beats it. But I think to Ankit's point, yes, there's a lot of text, especially if you're reading and you're scrolling, right? Um, from here, I have it on my computer and it's it's very small for me to read. Now, imagine somebody on their tiny phone, how are they going to be able to read it? Um, one thing I'd like to do is, um, uh, I guess call outs in threes, right? Um, three is such a like a solid number where, um, you can focus on three things. I think there's a saying that, um, if your product has more than three benefits, it becomes unbelievable. Um, so what I would want to do is maybe focus on the three and lean into it. Um, that might help one, clear it up, two, give you a little bit more space to like blow things up and make it a little bit more readable. Um, so maybe test that. Test, um, yeah, Travis said, yeah, test three instead of six. Yeah, I agree. I agree.
[1:03:14] Ankit Patel: I think Travis is in the audience that's into this product wants details and now I kind of get that. Um, this this might be that user. Um, yeah.
[1:03:26] Ash Melwani: It is.
[1:03:27] Ankit Patel: I'm surprised this is working. Go for it.
[1:03:29] Ash Melwani: Um, let's see. I think maybe we have time for one more. James, let me know. Um,
[1:03:42] Ash Melwani: let's see, pulling through.
[1:03:45] Ash Melwani: Um, oh yeah, this one. Um, Gray Matter, uh, Jim Phillips submitted this.
[1:03:51] Ash Melwani: Okay, so this is, I actually, I like this one. I'm very curious what you think, Ankit.
[1:03:56] [VISUAL: A static ad for Inno Supps' "INNO CLEANSE" product. Headline: "5 NATURAL WAYS TO LOVE YOUR GUT". It lists 5 ingredients with small images.]
[1:04:04] Ankit Patel: Ah.
[1:04:06] Ash Melwani: So, I I I talk about listicles all the time in like landing pages, but bringing the idea of that to a an ad is amazing, right? Um, you're literally seeing in real time how the product works. And so five natural ways to love your gut. Okay, I know this product is like good for cleaning out my my gut or whatever it is. Um, but then you have the reasons why, right? So it contains this ingredient, it contains this ingredient, this ingredient, this ingredient, this ingredient, right? And you're like, okay, now it's like, oh, this is a natural way. This contains all the natural ways. Boom, let me go check it out, see the landing page. So, I actually like this. I might actually recreate this, but Inno Supps, if you're in the supplement space or even like, uh, Jim, you're in the, uh, brain fog, uh, powder space or whatever it is, tea, um, Inno Supps is a great, great brand to look up to. Um,
[1:04:58] Ankit Patel: Yeah.
[1:04:58] Ash Melwani: I love this one. This is great. You guys can like, you can literally make this today. Um,
[1:05:03] Ash Melwani: okay, this is a good one. Somebody submitted this.
[1:05:09] Ash Melwani: I want you to take this. I think you have some good, you have good feedback on this.
[1:05:13] Ankit Patel: Oh, let's see.
[1:05:17] Ankit Patel: Okay. Um, all right, I see what we're trying to do here. We're trying to be super cute with the typography. Um, but it's just honestly, it's a hard read. Always say, then yes is in this, this, uh, this cursive font, this decorative font, and then you got the two, and then you got the bold nutrition, rich donuts. I don't know where to look first. Um, also some of the benefits, the value props, like sugar-free, animal-free, all that, and then you got your logo. It's like, all right, I might as well stare at a blank wall here. What do you think, Ash?
[1:06:09] Ash Melwani: Yeah, I mean, so Planet Planet Bake, always say yes to nutrition rich donuts. Okay, so I understand that it's it's healthy donuts, right? Um, but like to Ankit's point is now the hierarchy is I I see the the main call out, right? Thing is that it's almost the same size as the logo. So, I don't know where like where I'm going to go first. Um, for me, I always look for the big headline. But then I'm looking over here for soy-free, then I'm moving over here to gluten-free, then I'm moving here, and then I'm moving here. It's like, I have to look at so many different places to understand what's going on. I would rather be in one place and easy to understand. Um, also the other thing with this is, and I'm sure you probably have this in the in your ad library, so forgive me is, um, I think there's USPs that are probably better to use here, right? Um, and again, you probably have it, so forgive me, but, um, maybe calling out the things that people really care about, right? So, yes, this is one set of USPs that you can test, but talk about the calories, talk about the protein, talk about fat, this and that. Like for me, if I if I'm looking for a healthy alternative to a bad treat, I want to know exactly, hey, is this like, is this low calorie? Like is it is it protein heavy? Like whatever it is, having those, um, similar to like, um, I'll give you this, uh, there was one of our examples where you had the headline, product, and then boom, boom, boom, boom, right? So your eyes don't have to read anywhere else. It's you're reading left to right the headline, left to right the USPs. So that's the other thing you have to think about is people read left to right. Now, if you're telling me I got to look here, then I go up, and then down, and then left, and then right, and then it's a lot, right? So, I think your iteration can be headline on top, product, USPs on the bottom, done.
[1:07:08] Ash Melwani: Let's see, what else we got?
[45:09] Ash Melwani: Um, they had a lot of cool stuff for Valentine's Day.
> [VISUAL: The screen changes to the Ad Details for a specific Inno Supps ad. The ad is for Valentine's Day. It shows two product bottles in a heart-shaped box with strawberries. Text: "NEED A LOVE BOOST THIS VALENTINE'S DAY?".]
[45:13] Ash Melwani: Um, like it's just super clean. That's it. Like you have the product and you have the call out and it's easy to understand what it is. Need a love boost this Valentine's Day. It's talking about testosterone, right? Um, so I really like their stuff.
> [VISUAL: The screen changes back to the split-screen view of the two speakers and the ad details.]
[45:27] Ash Melwani: Um, let's see. Let's see if we have any other questions. I know we're, sorry, we're over time. Um, but I mean, I love doing this stuff. If anybody else has any, uh, ads they want us to rip, send it. Um, so let's see. A lot of people had some some good suggestions on the headlines for the donut.
[45:49] Ash Melwani: Um,
> [VISUAL: The screen changes to show just the two speakers, Ash Melwani and Ankit Patel, in a split-screen view.]
[45:50] Ash Melwani: girl dinner, plan a big donuts. I love that. That would crush. Travis, Travis, you got the ideas, man. Um,
[45:56] Ankit Patel: Yeah, Travis, call me after this.
[45:58] Ash Melwani: Um, let's see, anybody else? How do you guys go about testing creatives? So, great question, very tactically. Um, if, I don't know if you if you know me, you know that I like to run cost caps. Um, for those who are using manual bidding or automatic bidding, I typically like to have, um, all my ad, uh, ad groups grouped by angle, right? And I run that separately in its own ad set. So whether I'm using cost caps or automatic bidding, um, I'll basically tell Ankit, whoever who's whoever created the the ads, hey, here's my angle. Um, I want to hit that PCOS angle. Give me three variations of this, right? And again, no two ads should look the same. So I got three different ads. I basically tell them, okay, I want the lifestyle ad, I want an us versus them, and I want the news article, right? They'll give me three of those, PCOS related, and then I'll put that in one ad set and I'll test that, right? Um, then whatever runs, uh, on cost caps, whatever gets spend, I typically run to scale. If you're running automatic bidding, let it run for about a week, see what, you know, actually has your CPA, and then move that into scaling. Um, but yeah, it's it's very simple. We test once a week. I have all my creatives up on a Monday. Tuesday, I'm setting them up and I'm not touching that account for the rest of the week. Um, let's see. Any other questions, guys?
[47:19] Ash Melwani: Um, somebody asked,
> [VISUAL: An on-screen text overlay appears at the bottom of the screen. It shows a comment from Brian Rolsentul: "How important do you feel ad copy is nowadays? Do you know/think many people still read them?"]
[47:28] Ash Melwani: How important do you feel ad copy is nowadays? Do you think many people still read them? Ankit, let me, I'm I'm very curious what you think on that. Because you're outside of the ad account, so I'm very curious what you think about it.
[47:40] Ankit Patel: Are we talking about the, not the copy on the physical image?
[47:43] Ash Melwani: No, like on the like above, like the primary.
[47:46] Ankit Patel: Okay.
[47:48] Ankit Patel: Honestly, no. I don't think it's that important anymore. Or it used to be very important. Um, I can't and I'm I'm just talking about me personally when I scroll, I'm literally just looking at whatever's on the image. And if that doesn't sway me into continuing to look at that image, then nothing else will. Um, I think the ad copy can reinforce somebody into clicking as because they're already interested. Um, but as far as, you know, grabbing their attention, everything's on the image.
[48:19] Ash Melwani: Yeah, I agree. I think, um, I think you can put everything you need to in the ad copy and whoever reads it, reads it. Um, what I what I would highly suggest is is that if you do think it is important, I would probably, um, take the main headline that you're using in the ad and make sure it's the the first sentence on the ad copy because Facebook cuts off after two lines, right? So make sure that the the the actual copy that's being shown is relevant to the ad. That's probably the only thing I would say is important. Um, but it's very tough to test what ad copy is working against each other. It's very difficult. It's it's there's way too many variables out there. Um, how do you battle against high CPMs and high frequency? So, CPMs, if it's like abnormally high, that means something's wrong, right? Um, that could mean, uh, maybe your Facebook page quality is low, your your ads quality is low, the landing page conversion rate is low. If that is the case, those are those are factors that you can control. Simply making better ads, simply just having better customer service, simply having better landing pages will bring down CPM. When you are starting an ad account for the first time, CPMs are high, okay? Now, if you're getting, say like on average our CPMs are 20 and you're saying you're getting 50 or 60, I would avoid it. Like I like it's it's nothing you can really control. But now if you're telling me that your CPMs are like 200, 300, then something's wrong, right? Fundamentally in your ad account, something's wrong. Um, but the best way to combat that is just be just make better everything. Um, frequency, again, uh, you need creative diversity. Pretty much the whole presentation here is that you just need a lot more stuff going on. Uh, high frequency means you're hitting the same audience. You need to get out of that audience and the best way to do that is newer ads, new angles, new text, whatever it is.
[50:09] Ash Melwani: Um, media buyer, what do you think about CBO versus ABO testing? Um, I really like I used to be very CBO focused. Um, whatever would get spend, um, would be the winner. Um, problem is is that you're you're relying on Facebook to tell you, Facebook will spend on the ads that have the most engagement and conversions, okay? If you have an ad that may not draw too much engagement but will drive conversions, it's not going to spend on that. So that's why I like to separate it out, uh, by ABO so I give everything a test. Um, that's just my theory. The best way to, and I know people say, oh, you have too many ad sets, you might have overlap. Well, if you have overlap, exclude everything, right? Exclude buyers, exclude your website visitors, get rid of that overlap. Um, make sure that your budgets that you're testing on are able to hit 50 conversions in a week because if you don't and you're your account is just constantly in learning, you're going to see the volatility. Um, do I use DCTs? I don't. You can. It I have no, honest, like no opinion on it. Um, you can. Uh, people love it and then pull out the post IDs and scale. Um, no no opinion on that.
[51:19] Ash Melwani: Let's see.
[51:23] Ash Melwani: Ankit, what do you think about, so what's really interesting, I want to go back to the performance and branding thing, probably the last one. Um, is when we launched our new product, the Burn Elite, right? We had a landing page that I built myself like without any design experience, without anything, and it was just winning, right? And so I was like, okay, let me recreate this for the new product, the Burn Elite, which is supposed to be our premium burn, right? Uh, so I created that and then you created yours, which was like fully branded out, you know, everything was there, it was perfect. And that just over that just beat everything that I made. So, tell me a little bit why you think that worked over kind of like the ugly landing page.
[52:07] Ankit Patel: Yeah, um, and this is honestly my opinion here. Um, we live in a space that needs a lot of education. And when you're trying to be educated on a page that from a product that requires that, you want everything to be a little bit more organized. Um, I think, you know, sometimes you put out these uglier landing pages and they work when the benefits are straightforward. But we came out with an all new product. We came out with a product that's very similar to a product that we already had. So explaining not only what this does, but we had to explain why it's better. Creating that flow down the landing page is almost methodical. So, I I feel like it yes, the ugly lander will work for some products that are a little bit more straightforward, but if you have something that requires a little more explanation, you're probably going to want to be a little bit more methodical about how you approach this. Uh, you're going to want to, you know, look at your sizing, your negative space, the way it comes off on the user's eyes. And honestly, how you're displaying the product to that person because it's an all new product. So, that's why I think it works.
[53:16] Ash Melwani: Yeah, I agree. I think, um, I think it depends on the product, right? And how like if you're trying to sell something premium, maybe the ugly landing page won't work and you need the the right formatting and and copy there too. Um, a few more questions. Do you only do statics in one by one or do you do them in 9 by 16 too? Um, so that you can run both, right? So when you upload the ad, it'll give you the option to replace the format for stories. So you can do that. Um, problem with that is it does take additional time to create those ads. What I would probably do is when I find an ad that's working, then I'll go and I'll add in the 9 by 16. But either way, um, it's good. I mean, the the story format does really well now, the Reels format does really well. Um, so take advantage of it. Again, adds to the diversity of it. What do you guys use to build landing pages? Um, Ankit, you want to take a stab at that?
[54:08] Ankit Patel: Yeah, I mean, I design them in Figma or XD. Honestly, guys, I'm going to make a huge, huge revelation here. Um, I know XD is dead, but I kind of like it better than Figma. And I'm going to keep using it until they take it off Creative Cloud.
[54:26] Ash Melwani: What's the what's the reason you like XD? What is it? Like what does it have that
[54:31] Ankit Patel: Yeah, it's just, um, the cross functionality in Adobe. So, um, you know, getting my Photoshop stuff in there, get my Illustrator stuff in there. Uh, it's a little bit easier. I know Figma has, you know, made a long come a long way and and and it's pretty easy to do it in there too. But once you kind of build these old habits, it's kind of it's kind of hard to go. But eventually, I will cross over to Figma. I will have to.
[54:55] Ash Melwani: So, Frederick, so Ankit will design it out in, uh, XD and then what we do is we have a developer that will literally take that and build it in, uh, Replo. Um, so we used to use Shogun. I I really like Replo now. Um, it's they have the AB testing feature and you can just test like a bunch of different things there. Um, it's really, really intuitive. Um, Brian, what's your main parameter to pause an ad creative test? 5,000 impressions. Um, it depends on the budget, uh, depending on, typically like, for me, because I'm using cost caps, if something doesn't get spent, it's dead. If something does get spent, I let it spend and see what happens. Um, for anybody running automatic bidding, I would, let's say your your target CPA is $50. So take $50 times 50 divided by seven, right? That's around $350. That's your daily budget, okay? $350 daily budget. Let that run for a few days. That should give you enough time to figure out if something's working or can or is possible to get out of the learning phase, right? I know I know $350 daily budget, um, it may be a lot for for some people, but that is truly the best way to go about it. Now, if you have to use smaller budgets, then I would test less variables so that you can consolidate your your, um, your learnings.
[56:16] Ash Melwani: Uh, Frederick, I know you have this big question. I want to save it. You know what? 15 month, let's actually just get into it. Frederick, uh, 15 months into my health and wellness brand, saved 60,000 over two years to start it. That's awesome. Congrats. Recently hit my first 25k month, amazing, and 10k week thanks to paid ads and ambassadors. Good for you, man. That's that's like the hardest part is just to start seeing sales. Um, now for scaling, should I focus solely on expanding my current hero product and strategy as you do with collagen? Should I diversify product line to increase AOV, LTV? Um, is it wise to engage a third-party logistics provider? Okay. Um, I'll answer the last question. We hated handling logistics, so we passed it off to a 3PL. You may pay a little bit more, but like kitting and storage and everything, I don't know if it nets out better. Um, but I'll let Ankit answer this. Um, so I guess the question is is like, how big does the brand need to get before you start thinking about additional products? And and then I can talk a little bit more about the AOV stuff.
[57:21] Ankit Patel: Yeah. I mean, so I don't know, you know, your your product costs and things of that nature, but at least what we did with Obvi is I think we literally just kept launching products. And what why we did that was because we needed to find hero SKUs. Um, our our first two products were were powders, which have lower margins. Um, and then we're like, hey, let's launch a pill. Um, that pill didn't was not a traditional collagen powder, but it was a it was a collagen infused fat burner. That fat burner is our best-selling product to date. So, if you don't try and look for other SKUs that can, um, help kind of expand that product line, then you're going to miss out on some winners that potentially could carry you down the road.
[58:08] Ash Melwani: Yeah, I agree. I think, um, I think in terms of size, right? I think it'll take some time to get there because you don't want to complicate the business. I think take one SKU and and really blow it out. Um, for AOV, bundles are are massive, right? Um, if you take a look at our landing page, we offer a one month supply, three month supply, six month supply, right? Um, with a discount on the three month and the six month. Um, our product cost is 49.99, our AOV is 90 because a good amount of people buy the three month. Um, that's how I would improve your AOV. Um, typically those people who spend more and will acquire more, um, if they bought a three month supply, they're going to use it, right? Like they're like, ah, like I I bought so much, I have to get through it. Um, that helps your LTV a little bit. Um, then what I would start doing is is actually go into the community building mode, right? Where now you have a good amount of customers that you can start asking for feedback from, right? Um, we started the Facebook community for Obvi when we had like 1,000 customers and it and it it snowballed into this massive thing, which is now 80,000, uh, followers. Um, but the the key thing there is that we were listening to what the customers were saying about the products, right? So people were coming in on collagen for hair, skin, and nails, but little did we know is that people were actually using it to kind of curb their sweet tooth, curb their appetite, and they were losing weight on it. So we're like, how do we tie in collagen with weight loss? And that's why that formulated the the new product, which was our collagenic burn. Um, so long story short, listen to what your consumers want. Don't come out with something that they may not need, uh, because then you're kind of you're not going to be able to hit your existing, uh, customer base, but just listen to their feedback. Ask them, hey, what are you looking for? Do you want another flavor? Do you want another product? What are some of the problems you're trying to solve and create a product around that? And it's a cheat code to to printing money because they're literally telling you what they're whipping out their wallet to buy.
[1:00:05] Ash Melwani: Um,
[1:00:07] Ash Melwani: Drew, do you go for bundles or subscriptions? Bundles, you may lose a customer after three months. So, I I'm a firm believer of being, uh, first order profitable. Um, with subscriptions, it's very difficult to be that. Now, it depends on your business model. Um, there are brands that will slam subscription on the first page, uh, first order, knowing that they're they'll get six months out of them. Um, the problem is you lose money on the first order. So if you have some cash, you can do that. Uh, for us, I I I want to remain first order profitable so that I basically I'm basically selling them three to six months up front and I'm realizing that profit now and that cash now. Um, so pros and cons there. Um, test it. See if it works for your business. Um,
[1:01:07] Ash Melwani: Jessica said, have you tested 4x5? Yeah, uh, we've tested it. It does it does decently well. I have no opinion on whether it does better than one, uh, one by one, but
[1:01:19] Ash Melwani: I see you're asking, do we do webinars? We should do more. Ankit, we should be out here every day.
[1:01:24] Ankit Patel: Yeah, let's do this every day.
[1:01:26] Ash Melwani: Just do like ad rip, like just submit the ads and we'll just rip them.
[1:01:29] Ankit Patel: Yeah.
[1:01:30] Ash Melwani: Um, awesome. Let me see. Is there any other questions?
[1:01:37] Ash Melwani: Um, so Sonia asked how our Facebook community is fire. How important is it in regards to your ads and marketing efforts? It's a cheat code. I kind of touched on this in the last one. It's a it's a it's a cheat code, right? Um, Ankit, do you remember the story about the superfood pinks?
[1:01:54] Ankit Patel: Um,
[1:01:55] Ash Melwani: And it was like spicy and everybody was complaining about it.
[1:01:59] Ankit Patel: Oh, yeah, yeah, yeah.
[1:02:00] Ash Melwani: Do you want to tell that story real quick?
[1:02:02] Ankit Patel: Um, yeah. So, it's a cheat code because we released this product, it's called the Superfood Pinks. Pretty much it was an immunity powder. You mix it in the water and you drink it. It was supposed to be a pink lemonade flavor. Um, and all of them were had this kind of like spice to it. And I think it was maybe the cayenne pepper or something that was evoking that spice. Whatever it was, um, right away, right when we started selling it, the community starts blowing up. You can get instant, instant feedback right from your community. And because we got that, not until you fix that product issue, you're not going to get those repeat customers. So we were able to fix it on our next purchase order and literally blast the community and let them know, hey, we fixed this issue. And then everybody started buying again. So, that's why it's a cheat code.
[1:02:58] Ash Melwani: Use that. Yeah, use it for instant feedback. They'll tell you your pain points. They'll tell you their pain points as to what is going on with them and why they bought your product. And then use that in your ads, use it in your copy, use it, talk the way that they talk, right?
[1:03:12] Ankit Patel: Yep.
[1:03:12] Ash Melwani: Um, it's the best way to do it. Um, a couple more questions came in. Uh, how did you start the Facebook group? Um, what content, this and that? A good question. So with our with our product, we literally had, um, topic points to to talk about. So diet, exercise tips, at home, work from home tips, this and that, recipes. And we scheduled it out, right? So once we had 1,000 customers, which goes to the second part of your question is, once we had 1,000 customers, I wanted to build the community. Like I just wanted to talk to customers. I don't care how big we were. I just knew 1,000 people, if I send an email to, maybe 100 people would enter it, right? And for those 100 people, I had posts scheduled out. And so those are topic conversation starters, people start talking. Um, it got to the point where they would like the the community would facilitate the conversations themselves. We didn't have to start them. So it snowballed. It takes some time. It takes, uh, it's a labor of love, but it's so worth it at the end because now we can say we're we're close to 100,000 members and it's our biggest marketing asset possible.
[1:04:15] Ash Melwani: Um, what do you guys use to build landing pages? Um, Ankit, you want to take a stab at that?
[1:04:20] Ankit Patel: Yeah, I mean, I design them in Figma or XD. Honestly, guys, I'm going to make a huge, huge revelation here. Um, I know XD is dead, but I kind of like it better than Figma. And I'm going to keep using it until they take it off Creative Cloud.
[1:04:26] Ash Melwani: What's the what's the reason you like XD though? What is it? Like what does it have that
[1:04:31] Ankit Patel: Yeah, it's just, um, the cross functionality in Adobe. So, um, you know, getting my Photoshop stuff in there, get my Illustrator stuff in there. Uh, it's a little bit easier. I know Figma has, you know, made a long come a long way and and and it's pretty easy to do it in there too. But once you kind of build these old habits, it's kind of it's kind of hard to go. But eventually, I will cross over to Figma. I will have to.
[1:04:55] Ash Melwani: So, Frederick, so Ankit will design it out in, uh, XD and then what we do is we have a developer that will literally take that and build it in, uh, Replo. Um, so we used to use Shogun. I I really like Replo now. Um, it's they have the AB testing feature and you can just test like a bunch of different things there. Um, it's really, really intuitive. Um, Brian, what's your main parameter to pause an ad creative test? 5,000 impressions. Um, it depends on the budget, uh, depending on, typically like, for me, because I'm using cost caps, if something doesn't get spent, it's dead. If something does get spent, I let it spend and see what happens. Um, for anybody running automatic bidding, I would, let's say your target CPA is $50. So take $50 times 50 divided by seven, right? That's around $350. That's your daily budget, okay? $350 daily budget. Let that run for a few days. That should give you enough time to figure out if something's working or can or is possible to get out of the learning phase, right? I know I know $350 daily budget, um, it may be a lot for for some people, but that is truly the best way to go about it. Now, if you have to use smaller budgets, then I would test less variables so that you can consolidate your your, um, your learnings.
[1:06:02] Ash Melwani: Um, definitely, uh, in terms of our creative analysis, like we use Motion every day. Like I said, I I'm a visual, uh, learner. I hate pulling data out into my from my ad accounts and putting into a spreadsheet. Literally, that's what I was doing. Um, but Motion just makes it so much easier. You can literally pick the the stats that you want to actually look at. I look at spend, my CPA, my AOV. Um, and it will literally tell you, are things up into the right? Great. What are the ads that are performing? What are the ads that are sucking? Like make iterations based off of the the ones that are doing really well, cut the losers. Um, but definitely check it out. I love the app. Um, thank you guys for having us. Um, and hopefully we will, uh, see you guys soon.
[1:06:46] Ankit Patel: Thanks, guys.
[1:06:46] Ash Melwani: Uh, James says you can book a demo. So go to motionapp.com/pricing, book a demo. Um, it's a great app. Thank you guys.
[1:06:54] Ankit Patel: See you soon. Killer. Bye.
[1:06:56] Ash Melwani: Bye.
