Motion logo on a black background.
Slide titled "Creative has become mission critical for all teams". On the left are video feeds of Zach Murray and Evan Lee. The slide has bullet points: "Increased competition", "Creator economy", "Age of TikTok", "iOS 14.5". On the right are two article snippets: "Using Creative Strategies To Win at Facebook Ads in 2022" and "Why ad creative is more important than ever".]
Evan Lee: everybody in this chat, why you're always with us is that creative is the most important lever for success in all of your paid advertising. But what we saw about based on your roles is that we know that there's usually two types of people, two types of teams, and two types of brains that are involved.
Slide titled "Performance teams work with data, creatives work visually". An illustration of a brain is shown, with the left side labeled "Creative" and the right side labeled "Analytical".]
Evan Lee: We have our media buyers and and data heads at the end of the day, and our creative folks on the other side who are exactly that, more creative. So as Zach was saying, it's all about how we marry this and make sure they're operating in lock step because there's a natural disconnect in what makes people so great.
Slide titled "Creative Strategy is the bridge". A diagram shows a box for "Clients & Creative teams" and a box for "Performance marketing teams" connected by an arrow. Above them, a box labeled "Creative strategy" acts as a bridge.]
Evan Lee: So as Zach was saying, the the the strategy here to make this ultimately bridge be um, repaired is creative strategy. So it's like how do we bring these two teams, brains, uh and people together?
Slide titled "What is Creative Strategy?". A circular flowchart shows the steps: Research, Ideation, Briefing, Content Creation, Evaluation, Launch, Creative Analysis.]
Evan Lee: And then to put a visual behind the words that Zach was saying so eloquently is the creative strategy flywheel is ultimately the solution. If you follow these steps, you will output the best creative possible. So where Motion and Foreplay come to life is that we help enable the steps during this workflow and Alex makes it all come together and smashes it out of the park.
Slide titled "Analyze" with text "Identify key drivers of creative performance" and a screenshot of the Motion UI showing a search bar for creative groups.]
Evan Lee: So on the Motion side of things, we play heavily on the creative analytics end, and that just means we make it really easy to analyze,
Slide titled "Visualize" with text "Translate insights into visual reports" and a screenshot of Motion reports with charts and top videos.]
Evan Lee: visualize,
Slide titled "Share" with text "Point your team in the right creative direction" and a screenshot of the Motion UI showing a comment being added to an ad.]
Evan Lee: and then share insights across the board. And then now I can kick it back to Zach to say where and continue what he was talking about on the Foreplay side of bringing it to life.
Slide with the Foreplay logo.]
Zach Murray: Yeah, absolutely. Um I mean, yeah, Motion and Foreplay have kind of like fit together like puzzle pieces in this um, in this workflow for like a really long time now. I know like Evan, I was like talking with Evan before he even like started Foreplay, um like super, super long time ago um to actually like buy Motion when I was running agency. Um, but yeah, so essentially we sit at sort of like the creative ideation and research side of things, you know, looking at what's working in your industry as well as other industries. We have the largest community ad library in the entire world of over 5 million ads, all handpicked by um sort of everybody that uses our platform. Um and then just like operationalizing creativity amongst your entire team, right? Everybody has these uh either like group chats on Instagram or Slack channels that are sharing out inspiration. A lot of the times that gets, you know, falls through the cracks, nothing ever happens with them. We'll be take action, you know, kind of really harness the sort of creative minds of your entire team and and then push them through to action and creating net new assets. Um, but yeah, I'm excited for this talk. Um, absolutely love like, you know, Alex's brain and the way he thinks about things. It's like super meticulous. So he has like some incredibly actionable sort of like steps here that he's going to walk everybody through and so, can't wait to show you guys.
Evan Lee: Love it. Love it.
Slide titled "Housekeeping". Box 01 is "Questions: Share questions and answers in the chat!". Box 02 is "Recording: Event is being recording and will be made available after the event."]
Evan Lee: And a couple housekeeping notes just before we get in. First things first, if you have questions, please, please, please, if you look on the right side, there's a Q&A tab. Throw it in there, upvote some of your favorite ones and we'll be sure to get to them at the end. And then the second piece here is where I need all of your backs. So everyone's going to be asking for the recording throughout this. Can you just let them know that it's definitely going to be made available and no worries. Would love to help. Would love to help to team up there.
Slide titled "Motion & Foreplay Present: Building Facebook ads live with Alex Cooper". Below the title are headshots of Alex Cooper, Zachary Murray, and Evan Lee.]
Evan Lee: So with that being said, I think we're ready to uh to announce and bring to stage the man, the myth, the legend himself, my guy Alex Cooper. Bring him up stage. Bring him to on stage, please.
The presentation slide disappears. The screen now shows three video feeds: Zach Murray, Evan Lee, and Alex Cooper.]
Evan Lee: Welcome, welcome, welcome, welcome. Everybody, show some love in the chat, but Alex, welcome to the party, man. So excited to have you here.
Alex Cooper: What's up guys? How are we doing? Appreciate you. Appreciate you both. How are we doing today?
Evan Lee: Doing great, man. Absolutely incredible.
Alex Cooper: Alex for president from Sonia.
Evan Lee: Getting the love here.
Alex Cooper: That's that's a real love from Sonia.
Evan Lee: Amazing. So everybody, if you don't know, if you don't know Alex, you're going to get to know him for sure at the end of this. But Alex is the man. He's the co-founder of Adcrate, does his thing. If you're not following him on Twitter or X or YouTube, you definitely have to. We're going to throw those links into the chat in a second for sure. Uh even at Motion, we use Adcrate just because we know what Alex is about. So so he's going to bring this all to life. So this is where Zach and I are going to step out. You're going to step in, absolutely smash it with the people and then we'll see you in Q&A, okay, sir?
Alex Cooper: Awesome. Looking forward to it, everyone.
Evan Lee: Amazing.
The screen changes to show Alex Cooper in a video feed on the left and a black screen on the right.]
Alex Cooper: Sweet. So what I'm going to do guys is I'm going to share my screen. I've got some slides to go through and uh yeah, I'm looking forward to uh jumping in and uh building an ad with everyone today. So, give me one moment to just share these slides real quick.
The layout changes back to a two-person view of Alex Cooper and Evan Lee.]
Alex Cooper: Uh, Evan, you may want to jump in real quick. I'm getting a conflict when I'm trying to share my screen. There's an error.
Evan Lee: Now we're running into more technical issues. This is fantastic. Um, okay. So, it's kind of what happens along the way. All right, let me see if I can share my screen.
Alex Cooper: Okay. I'm going to Okay, I think we got it. I think we got it.
Evan Lee: We're in business?
Alex Cooper: Uh, in a moment we are.
Evan Lee: Let me know if not.
The screen changes to show Alex Cooper on the left and a Google Slides presentation on the right. The slide is titled "Building Winning Ads Live".]
Alex Cooper: We good? We are good. Let's get into it.
The slide changes to "Who I Am" with bullet points and a photo of three men.]
Alex Cooper: Okay, everyone. Thank you very much for joining. Good to see all the love in the chat and people uh from all over the globe. Very excited to jump in today and uh build an ad with everyone. For those of you who don't know me, I am the co-founder of Adcrate. We are a creative agency uh who puts out over 1,000 ads a month for DTC brands spending anywhere on the low end from uh 50k a month to on the high end like multiple, multiple millions of dollars um every single month. We've worked with brands like Harry's Razors, uh Bite Toothpaste, Obvi, and a lot of your favorite DTC brands. Uh this picture on the right is actually uh an event that we did uh at the back end of last year in Miami. Um that's my co-founder Ali Qureshi and uh you can also see Barry Hot there or more commonly as he's referred to the ugly ads guy. Um so we did a shoot where we were just shooting a bunch of creative for our our clients um over in Miami, which was fun. Um but yeah, that's a little bit of background on me.
The slide changes to "What we'll be covering today" with a bulleted list.]
Alex Cooper: This is what we're going to be covering today. So, we're going to be going through the exact uh research process that we use at Adcrate uh so that you can have ad briefs that write themselves. How to brainstorm and ideate unlimited ad concepts for your brand with an example of a script that we're going to put together today. We're going to talk about how we can do this uh whilst leveraging AI um in your ad scripts and in the stuff that you put together. The exact creative styles that we're seeing to work right now across 20 accounts um with multiple millions of spend on them every single month. How to use the data to determine where to iterate on an ad because as you guys know, there are unlimited iterations you can make on an ad and it's just about deciding where to iterate and what the biggest uh impact creative swings that you can take are. So we're going through that too. And finally, the correct way to set up your ads so that you can extract the best and most efficient learnings, not just on an individual level, but account wide, which is going to be very interesting. This is going to be tactical. I hope it's going to be practical as well. Uh and I'm very much looking forward to getting cracking with you guys.
The slide changes to "Part One - Research" and shows a spreadsheet.]
Alex Cooper: So let's start with the boring stuff uh with research. And honestly, I know that this is something that that gets covered a lot, but I really don't think that most people, um after working with a ton of strategists and working with a ton of brands over the last couple of years, I really think that 90% of the issues with most people's ad creative can be tied back to not doing enough research.
The slide changes to "The brand that knows their audience the best wins".]
Alex Cooper: And I cannot underestimate um and understate the importance of this. Because the reality is when we are producing ads that are going to be uh run inside the feed, we're not just competing with our competitors on that feed. We are in competing with all the organic stuff, all the friends posts, the family posts, the memes. As you guys know, people are not on their feed to look at ads. So ultimately, it's the person who knows their audience best that is going to win. Who can speak to the pain points and value props that innately resonate with your audience. And that all stems from doing good research. So that's where we are going to start.
The slide changes to "Building an 'Audience OneSheet'".]
Alex Cooper: I'm going to talk you through my exact research and today the brand that we are going to be uh building out a creative for is Flakes. Uh to give you a high level overview, they are an anti-dandruff um shampoo for men. The premise is that most anti-dandruff brands like the Head and Shoulders of the world, um they have sulfates and parabens that actually aren't um they're actually counterproductive for dandruff. So Flakes comes in to solve that and is a product uh actually for anti-dandruff.
The slide changes to show a template for an "Audience OneSheet".]
Alex Cooper: So, this is what it looks like. I've got five areas that I focus on um for my audience one sheet. And we're going to add to this as we go throughout this call um and start infusing different things from different parts of the research from reviews to comments to uh ad accounts to build out this like master document which we can compound and use to build out like all the briefs we work with. So at Adcrate, each of our clients have this audience one sheet and it's always like our home base if it were to build out the briefs that we're building out.
The slide changes to show the "Audience OneSheet" template filled in, with "STEP ONE" and "STEP TWO" listed.]
Alex Cooper: So this is what the process looks like. So first of all, what we're going to do is we are going to add what we know ourselves about our audience. So for Flakes, as I just mentioned, it eliminates dandruff and there's no harsh ingredients and like a secondary benefit is that it smells really good. I'm going to go and do that for our benefits, uh our features, our objections, our failed solutions, our pain points, and anything else that I want to include on this one sheet. And then we're going to take customer reviews from our reviews database. And if you don't have any reviews, then I would a good place to start would be your competitor's reviews and we are going to start adding them to the specific points as supporting evidence. And the reason that we do this is because right now we're building the foundation for us to go and write ad briefs. And this is where as we'll show in a few moments time, the ad briefs will come to write themselves because you'll go, okay, I want to mention benefit A, benefit B, benefit C, and I've got underneath of each one of these multiple reviews from customers telling me what they find valuable and what they find painful about this specific point. And this is a very like a light version. Actually the ones that we have for our clients are um very detailed and there's like tens of reviews under uh each one. Um and the whole idea of this is the fact that like when we're speaking to customers, we don't want to speak in our language. We want to speak in their language. So we're looking for the phrases, the words, like the nuances in how our customers communicate. What is the emotive language that we're using? So we're going to take that, put it into our one sheet and then we're going to work them into the messaging, not only just in our ad creative, but throughout the rest of the funnel. We're looking about like our landing pages, um our email flows, our post purchase, all of this stuff um can stem from having a proper one sheet in place and then having that supporting evidence from customer reviews.
The slide changes to "You Don't Have To Do This Yourself".]
Alex Cooper: Now, the cool thing is you don't even have to do this yourself.
The slide changes to show a screenshot of a ChatGPT prompt and response.]
Alex Cooper: You could very easily just take a reviews dump or like take a a CSV of your reviews and put in like 70, 75 reviews, put it into GPT and then just say like this is what I want you to do. I want you to organize these points based off of the priority that customers are telling us about them um into these six categories and find supporting evidence to put underneath each of these uh points that you suggest. I always prefer to do it manually, at least when I'm working on a new brand. If you already have a good knowledge of the brand that you're working with, many of you may be creative strategists for DTC brands yourselves, so you'll know the brand, you may just want to plug it into AI to um expedite this process for you to go and put together your audience one sheet.
The slide changes to show the "Audience OneSheet" template with "STEP THREE" added.]
Alex Cooper: Those are the first two steps and that's the reviews that we've covered.
The slide changes to the "Audience Research Checklist".]
Alex Cooper: But that's only one very small part of the audience research process. The second the third part, sorry, is we are going to go through the checklist to look for further supporting evidence to add to this document. So we've got the skeleton here. We have the uh our five points and our other. Now we're going to go through this checklist and add on anything else that we see to this base document.
The checklist slide is shown again, with a screenshot of Facebook ad comments.]
Alex Cooper: So we've done the reviews. Now we're going to start looking into our ad comments. Are there any little nuggets here that we can take and put them in? For example, this is one of the Flakes ad comments. Just bought mine today. Hopefully this works and I can get rid of my anxiety of going to the barber. Perfect. Great specific use case. We can literally take this. Now I can get rid of the anxiety of going to the barber. We can use that in an ad brief. Great. So I'm going to take that, I'm going to put it in my one sheet. I'm also going to look throughout the rest of the ad comments because there's a real gold mine um in terms of benefits uh and pain points and specific use cases that people are uh finding with your product.
The checklist slide is shown again, with a screenshot of a Facebook Ad Library search.]
Alex Cooper: Competitor research, I touched on briefly before. You may want to look at competitor's reviews. You may want to look at competitor's uh ad libraries. Um I will caveat that by saying that, you know, just because someone is running something, it obviously does not mean it's working. And I actually know founders uh and media buyers of bigger brands that will literally run ads at $1 a day um for a long time to make it look like they are uh making it look like they're working when in essence they're just trying to throw people off. Um but it still can provide um as good inspiration. I don't really like looking at direct competitors. I prefer to get like a lot of the inspiration that we do get externally actually from other industries. And we'll go into a couple of actually different platforms in a moment. But if there's any like brands and we have like 10 to 15 brands that we frequent that do a very good job with their ads. Sometimes we can take inspiration from them, whether it be a hook or a concept or an idea. Um it's it's worth considering too.
The checklist slide is shown again, with a screenshot of a Motion report.]
Alex Cooper: The ad account and Motion reports, we will get into this uh in a little more detail soon. Uh but looking at what kind of concepts have worked, what kind of messaging, any specific clips that seem to come up in top performers and rediving deep into the ad account. Obviously, I'm just touching on these briefly guys because we only have what 30, 40 minutes to go through this today. Um and in essence, you should be spending a lot more time on this to build out your audience one sheet. And remember like all the findings here, let's tie them back to what we've got on here underneath our five different categories and and anything else you can put under other. So we're really building this solid based document that's going to help us generate a lot of ad angles.
The checklist slide is shown again, with a screenshot of a customer satisfaction survey result.]
Alex Cooper: Tickets and surveys. So putting together a survey for your customers to tell you to for them to tell you like what are the reasons you bought? What are the like what are the main value props or the pain points or the triggers that got you to buy into this product? You can get a lot of gold from there too.
The slide changes to "Social Listening" and shows a Reddit post.]
Alex Cooper: And finally, social listening. This is where it really gets interesting. So, I'm going to talk to you guys about a couple of uh places where you can find some very interesting uh insights about your customers or prospective customers. Reddit forums. You can find so much on here. And yes, it's maybe for some audiences uh better than others. But I just searched like how to get rid of dandruff or like I think I just searched how to get rid of dandruff plus Reddit or something like that. You search the the pain point or like the industry or the product and then Reddit. And I found this post. This is the first one that that came up. Finally seem to have found an answer for my dandruff, trying not to cry happy tears. And you can see how many different parts of like emotive language that we can take from this. I mean, look, we've got intense source of insecurity, itchy and irritated. I had a dehydrated scalp. Like these are all messages that I would take and I'd put into our audience one sheet and we're going to sprinkle into our ad briefs because this is our customers or like our prospective customers telling us exactly what they're struggling with, exactly what their pain points, their their fears or their insecurities are. Like this is this is gold. Um all the methods I used to result, I feel frustrated, feel like I've done something wrong. Yeah. I mean this is just the first one that I pulled up. I didn't even look into the comments. I didn't even look into any other um Reddit forums, but we've found many like pieces of emotive language or just nuggets that we can take and infuse into our ad briefs uh from posts like this on Reddit.
The slide changes to show a Quora post.]
Alex Cooper: You can also uh find the same on Quora um for slightly older audiences generally. Uh but once again, how do I remove dandruff permanently? Or like how to get rid of dandruff plus Quora? And I found this post. What have we got here? Like, there is no home remedy for dandruff, believe me. Okay, there's your angle. Like, I guys, I I thought there was no home remedy for for for dandruff and then I found this. Like there's your angle. My dandruff started spreading to different body parts. I didn't even know this was a thing until I read this post. Um so that could be something that you want to play with in your ad script as well. Um Reddit, Quora, uh you can find some real uh little golden nuggets on those two.
The slide changes to show a YouTube search for "how to fix dandruff".]
Alex Cooper: Then we're going to go to YouTube. And I can't tell you how many times uh we have found an idea for a hook or a concept or just a a clip uh on YouTube organic um or YouTube shorts, sorry, um and TikTok organic. Uh just searching how to fix dandruff. And you can see here, look, 4.8 million views, 5.8 million views, 2.2 million views, 2.2 million views. I know that just because it works on organic, it doesn't mean it'll work on paid. But still, like if you can find pieces of content in your industry or related to your specific product or problem that have proven to stop the scroll and get people's attention and keep people's attention, then that may be something that you may want to go, hey, like, you know, I'm going to take this, I'm going to like just hand it to a creator and say, go and recreate this or go and recreate this hook or this concept or just this clip or whatever it is. Because it's literally like been battle tested in the organic algorithm.
The slide changes to show a TikTok search for "how to fix dandruff".]
Alex Cooper: And I'm going to show a couple of examples of this in a moment.
The slide changes to show a TikTok video and an ad, with the text "Top Performer".]
Alex Cooper: But if I just go to YouTube now, uh let's see if we can find a couple. Uh so if I come back out here and I go to share, hopefully we're not going to get the same issues we did a moment ago. Um, maybe we are. Uh, Evan, I think there's a little bit of a lag on the uh sharing. Uh so I'll probably just keep it inside the presentation to be fair. Um, I'm going to show you guys a couple of examples of ads that we've uh taken into production um and that have worked.
The videos on the slide start playing.]
Alex Cooper: Okay, great. So, if you want to grow literally the fattest ass you've ever seen in your entire life, I need you to stop what you're doing right now and watch this video. We're going to start with a dumbbell. Yes, I said a dumbbell. That's right. Not a barbell. We're not going fancy here. You want to take a dumbbell that you can comfortably lift, nothing too crazy because you're going to burn out on this, okay? You're going to get in position of a regular hip thrust. All right? Regular hip thrust. We're not showing off today. You're going to take this dumbbell, you're going to set it right there in the nook of your hips, right in that pelvic region. Y'all know what I'm talking about. Get into position. So remember, you want the bench right below the shoulder blades. That's going to be perfect alignment. You want to make sure when you are extending up that you are straight as a tabletop, okay? So first, we're going to hit 10 of these. One, two. Okay, she goes into a demonstration and the rest of it's like educational. Point is, she's talking to an audience uh about like women trying to grow bigger glutes. 3.6 million views. Now we introduce uh our hip thrust belt and this is how we recreated like pretty much an inspired version of this creative, but introduced our product. If you want to grow literally the fattest ass you've ever seen in your entire life, I need you to stop what you're doing right now and watch this video. Today, we're going to be using not one dumbbell, but two. Here's the catch. Instead of dealing with all that hip pain and the bruising of the holding the dumbbell on my hips, today I'm going to be using a Bella booty belt. This thing is great when you are trying to get a home workout, especially for the glutes. It's great cushioning and it allows you to add way more weight. Super easy to use. All you do is open it up, add whatever weight you want to. You can use a dumbbell, you can use a kettlebell, you can even use weight plates. You can use as much weight as you want. So from here, go ahead and lift it up. Get into position onto your hips. Make sure the weights are vertical so that it is sitting comfortably. And then she goes into the demonstration and she shows the ad. See here. We haven't been able to produce a an ad that's been inside the ad account. And look, the point that I'm trying to make here guys is is not that you should always rely on external inspiration, you should always just copy what other people are doing. But at the same time, like I like to think of all of these like different sources of ideas of just like adding to the collective brainstorm and then you as the strategist pick like this is the one we're going to take into production. So you don't want to exclusively rely on your own ideas, you also don't want to only exclusively rely on on things that are already made and and just taking those as inspiration. But I could sit here and show you a ton more examples of how we've taken like a hook or a concept or an idea from uh the YouTube shorts or from TikTok or from Instagram Reels um and transformed them into an ad by just literally sending the reference over to the creator and saying, hey, can you re-record this or can you recreate this or like redo this like this clip or whatever it is. Because it's literally like been battle tested in the organic algorithm. And I'm going to show a couple of examples of this in a moment. But if I just go to YouTube now, I wish I could pull it up on Foreplay. It'll probably take too long. Uh you can get those like 7 to 10 second um like ads that are just like say it was I saw one the other day for some like light in someone's bedroom that the lights up different colors. And it wasn't even a it wasn't any voiceover at all. Um it was just like showing uh showing the room lighting up and then just had a text overlay and some like aspirational music to it. So, like this stuff like the principles work, but then like the framework in which it's applied uh can differ from brand to brand and there are different frameworks that will differ for for each one. But for luxury, like I wouldn't try and go the problem solution route. I'd I'd like I'd base my research in in what other luxury brands uh are doing and then apply that to like everything you do in the one sheet and the creatives that you put together.
Evan Lee: I think that's I think that makes so much sense too just because like I think what you're saying too for the audience is like you're still agitating and understanding the pain point. It might not be as obvious as something else, but you're still understanding like what is the emotional motivator behind it to make sure that like the end uh recipient of the creative will resonate with it, right?
Alex Cooper: Yeah, for sure. Because like when you're selling luxury, like you're not selling a solution to a problem, like you're selling the aspiration. Um so if you hit it like through the lens of a like a solution to a problem, it's just not going to like resonate the same with people. But yeah, for sure. Um that's that's how I go about it.
Zach Murray: Cool. Um, hopping into like account structure. So Mary wants to know, so once you have this variety of, you know, creatives, angles to test, you know, what's the best like account structure, separate ad sets for each angle, separate campaigns for each ad set, all winning creatives? How do you how do you approaching those?
Alex Cooper: Ooh. I mean, Mary, how long have you got? Uh, that's a serious question. How long do we actually have? Like, are we allowed to go over or not?
Evan Lee: We have a couple minutes. A little bit. So it's got to be a.
Alex Cooper: Yeah. Um, I can give you the I mean, we can have Alex's next YouTube video.
Evan Lee: Yeah, that's a great idea. Um for my next YouTube video. Basically, uh the way that like if I was to boil it down to one thing, like two questions I would ask myself for an account structure and and I will go into more detail on this in in the video that I put together or Mary just DM me and I can I can send you like a loom over of what we do. Um two questions I would ask myself. Number one, are creatives being tested uh fairly against each other? So we have like at minimum, I'm not saying this is recommended for all accounts, but at the very minimum for like a low spending account, I would have one testing campaign and in inside uh that campaign, I would uh test either CBO or ABO, whatever's been tested, like whatever's been running on the account before. Um and then inside each concept, each concept is its own ad set. Inside of each ad set, you've got the different variations for ads. So you're not ever competing like different concepts against each other in testing. So you've got testing campaign, each ad set is its own concept. Inside of each ad set, you've got the different variations, A, B, C, D, and that might be a different hook, a different like body change, change to the script, whatever it be. Um and then when something is working inside the testing campaign, I would not turn it off because that is the mistake that like so many media buyers make. If it's working, do not turn it off. You can even use the testing campaign like as a scaling campaign and kind of like bump up the budget in the testing. But duplicate it into the scaling, which is usually an ASC, uh although, you know, once again, whatever's been consistent with what what has been done in the account before and uh yeah, scale up that uh ASC um as you see fit, turn things off and on. But I will make a a video on that in more detail or just DM me and I can I can show you how we set up ours. But like two questions I would ask myself, can creatives be tested fairly? And number two, like when we have found a winner, can it be moved into like a scaling campaign to put some more spend behind it?
Zach Murray: Cool.
Evan Lee: I think that's I think that makes so much sense too because like I think what you're saying too, just for the audience, is like you're still agitating and understanding the pain point. It might not be as obvious as something else, but you're still understanding like what is the emotional motivator behind it to make sure that like the end recipient of the creative will resonate with it, right?
Alex Cooper: Yeah, for sure. Because like when you're selling luxury, like you're not selling a solution to a problem, like you're selling the aspiration. Um so if you hit it like through the lens of a like a solution to a problem, it's just not going to like resonate the same with people. But yeah, for sure. Um that's that's how I go about it.
Zach Murray: Cool. And then in terms of the content that you're actually testing, uh Bexley wants to know, um you know, how much time do you spend on iteration versus net new concepts? Do you have like a rule for that or is it really dependent on if there's nothing performing, then we're only doing net new? What what does that look like?
Alex Cooper: Yeah, that's a great question. That's a great question. I actually think that most brands don't do enough work on the iterative side, not just on like on the individual basis, uh but also like account wide like we just mentioned a moment ago. So, I'm always I'm always hesitant to say like, oh, we do 80% uh net new and we do 20% um iterative. And the reason that I say that is because like I don't want to I don't want to force my team to make iterations for the sake of making iterations. If there is an ad that's inside the ad account that's in testing or it's not in scaling, whatever, and we think, oh, we have some valid uh ideas for creative swings that we think we can iterate on this, then we'll go and iterate on those. If there's not, then then there's not. Now I can say that like for the most part, I mean we have we have accounts where it's as low as 50/50. Like 50% of the content that's been made is iterative and 50% of it is net new. We also have accounts where it is like 80/20 or 85 uh 15. Um and especially new accounts where you have less data, it makes sense to to take more net new swings because you're just trying to get an understanding for what type of concepts and angles resonate with people. Um but generally like between the 50/50 and like 80/20 range. Um but don't set yourself a quota. Don't say like I'm going to make three and four ads net new and one and four uh iterative because like it's just if you see something you want to iterate on, go and do it. And if you don't think there's an iteration, then don't try and force it.
Evan Lee: And this is exactly why everyone needs to go and subscribe to Alex's YouTube channel. Make sure you're following him on Twitter or X because all of this information we're seeing it come out now. It's like he built a script in what, 40 minutes? Absolutely amazing. Now everyone's asking about the subsequent stuff. So there's a lot of gems that we can get into. So I think Alex, you've been absolutely incredible, man. Going to send you, going to send you a lot of the questions that came through to hopefully inspire some of the other pieces or we can just do AMAs in the future and let people just ask questions and pepper you with them. But my man, this was absolutely incredible. Thank you so much. Thank you so much for for coming on and blessing the audience with all this good information.
Alex Cooper: Yeah, thank you very much. Uh appreciate everyone who came out and also appreciate um Evan and and Zach for putting this on. Like I make quite a bit of content um online and and we get tools reaching out to us all the time um asking for me to like promote them. I never promote tools that we don't actually use. And hopefully you guys have seen uh inside of the talk today that like I like Foreplay and and Motion are two essential parts of our workflow for producing ads across 20 brands. So it is a pleasure for you to jump on with you two guys and jam today and uh everyone who joined, um yeah, it's uh it's been great fun.
Evan Lee: Amazing. Let's show some final love in the chat, everybody. This has been an absolute pleasure and then we know we're going to see you at the next one. Thank you so much. Enjoy your days, enjoy your nights, enjoy wherever you are in the world.
Zach Murray: Peace. Thanks guys. See ya.
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