Your landing page is the first intentional point of contact for your customers. Your ad templates led them to your landing page, and now it’s time to generate conversions and make a sale.
Is your landing page effective and provides your target audience with the best possible experience? The only way to know is to test it, but you can be more confident and avoid wasting time by ensuring you have the necessary elements of a winning landing page.
Elements of High-Conversion Landing Pages
The best landing pages focus on the customer’s journey and guide them toward conversion. In other words, consider what your audience needs, from scannable copy to custom-made visuals emphasizing your brand’s product or service, and make sure they can access it on whatever device they’re using.
Landing Page Templates
Keep your landing page template in mind. These variations address different things in their headers, and the remaining structure depends on the goal. For example:
- BDQs (Buyer Decision Questions) – Address the key questions your customer needs answered before they are confident buying. Include concise answers, stats and proof, and include unique selling points mixed in with your answers. I.e if you were buying a car, you would need to know the MPG, the # of doors and the paint color.
- Listicle – In a sequence, specify why your product will solve problems or what makes it unique. Using the listed examples as proof, promise to satisfy your future customers.
- Vs. Alternative – Position your product as the best possible solution to a customer’s problem, comparing directly to traditional solutions, your direct competitors, or doing nothing. You should provide meaningful comparisons vs alternatives, trustworthy testimonials, and a breakdown of why your product is the best solution.
- Sales Questions – Rather than you reminding them their problem or goal, ask a question that causes your target customer to recall their problem on their own. Continue asking Qs so that they remember how urgently they want to solve it, and how they’ll feel when they solve it. Once they’ve reminded themselves of what they want, they will be excited to follow through with your call to action (CTA) right away.
- Personalized – Simply state what makes your product different. Get the press talking about how great your product is, demonstrate how easy it is to get the product, share customer testimonials, add before and after pictures, and show what makes the product special.
- Press/Testimonial – Start with a quote validating your product’s selling points and show quotes from press outlets, customers, and UGC examples. Tell customers how easy it is to reach similar results and guarantee the product fits their needs.
Download Primer’s favorite landing page templates here!
Landing Page Key Elements
Run through this at-a-glance checklist to make sure your landing page has all of the essential elements that set it up for success.
- Most Crucial: Information that addresses your audience’s core Buyer Decisions Questions (BDQs)
- Differentiation from potential alternatives and competitors (position directly vs the alternatives)
- A focused and direct headline addressing your target audience according to your landing page template
- Clear calls to action (CTAs) both above the fold and in each section
- Easily scannable copy with no more than 3 lines per paragraph
- Responsive design — optimized for mobile and desktop use
- Uncluttered, consistent design elements throughout
Browse our landing page gallery to glimpse this checklist in action.
Strategizing Variety
Variations
Landing page wins fatigue much more slowly, so you get more bang for your investment in landing page creation. Once you find a win, you can easily scale that win by swapping the hero section headlines, body copy, images and videos (as well as within other sections) to improve results. This will give you a way to test a specific message or feature within the page without creating an entirely new page.
Test With Primer
Whether you’re looking for someone to deliver ready-to-launch landing pages designed to convert or you need a partner to develop and manage your landing page testing strategy, Primer can help.
You can access high-converting landing pages, images and videos with Primer On-Demand, Primer’s trusted online platform.
Interested in learning more about how Primer can help you create video ads and landing pages that convert? Schedule a free consultation today.
Proven ad templates can help you create ads that convert on paid social channels like TikTok, Instagram, and Facebook without having to start from scratch. This helps accelerate output and keep your creative pipeline full.
But in a fast-paced marketing landscape with constantly shifting priorities and trends, ad templates are only as effective as the method you’re using to test your ads.
When 9 out of 10 ads are doomed to fail, growth marketers’ success relies on rapid, high-volume ad testing.
That’s why Primer developed an ad testing method that lets you quickly eliminate underperforming ads, identify top performers, and tailor your ad strategy and budget for efficient growth.
It’s called the “Outlier Method.”
When it comes to finding the best-performing ads for your paid social campaigns, the faster you can find ads that convert and eliminate those that don’t, the better.
That’s where the Outlier Method comes in. Here’s how it works.
What Is the Outlier Method?
The Outlier Method is an ad testing methodology for paid social media that lets you optimize your ads as much as possible by testing every element, including:
- Copy
- Creative
- Landing pages
- Audience
The Outlier Method lets you rapidly test all the elements used in your ads, identify what performs and what doesn’t, and eliminate underperforming ads within the first 72 hours after launch.
That way, you can target the “Outliers”—the best-performing ads in an ad set—and iterate even more winning ads.
Using a TikTok or Instagram Ad Template with the Outlier Method
With the Outlier Method, you can use a TikTok or Instagram ad template from our library as a springboard to launch an ad set for a new theme or big idea. You can use these to create different versions of each element (such as copy, images, headlines, hooks, CTAs, and landing pages) to test against each other.
If you’re looking for the perfect TikTok or Instagram ad template to kickstart your creative, check out our “How It Works” theme.
Once you find the winners, you scale and iterate on them to help them reach their maximum potential.
How to Use the Outlier Method
This method requires a high volume of creative testing. It generally follows these steps:
- Launch – Launch a new big idea ad set. We recommend 3-10 visuals combined with different copy, headlines, and landing pages, totaling about 50 tests for every $25,000 in ad spend.
- Pause – Pause underperforming ads with a higher-than-average CPA (with 50% paused after 48 hours and 75% paused after 72 hours).
- Scale – Scale your Outliers—the remaining 25% of ads—by increasing the budget and making iterations from these winning ads. Make and test at least three ad creative variations for each Outlier.
- Iterate – Once you see which ads perform well, you can iterate even more ads and keep the wins coming!
We recommend you complete this process within two weeks for each new big idea, including iterations. If your budget allows, repeat this process twice per month.
Learn more about the Outlier Method in our Ultimate Guide.
How to Know When You Have a Winning Ad
Outliers are generally those ads that perform 2-3x better than the rest in their campaign. They should perform better than your account average by 10% or more.
Here’s how we define a winning ad at Primer:
- The ad has been live for at least 14 days.
- There has been a 10% improvement over the average CPA (or your goal metric).
- You’ve seen at least 10 conversions from this ad.
Note: The conversion rate may vary between high-value and low-value products and between B2B and B2C campaigns.
For instance, when advertising for a high-cost solution, 2 or 3 conversions could indicate a win.
Conversely, a B2C beauty brand, like our partner AllWell Beauty, might look for more than 10 conversions to identify a winning ad.
At Primer, we track how often our clients observe wins of different types to maximize both performance and ROI.
When you track your wins over time, you’ll see the long-term trends and know they’re working.
Here’s an example of how we used the Outlier Method with our partner Farmstead to find wins.
Launch
Pause
Scale
Iterate
The Learning Curve
Since 9 out of 10 ads fail, failure is a necessary step to finding your winning ads.
Growth marketers may remove failing ads but still observe a periodic decline in their accounts, causing marketers to struggle with when to eliminate poorly performing ads and let winning ads run their course.
Despite these short-term dips, eliminating failing ads lets you build an ad strategy with a maximum boost to your ROI over the long run. Stay the course with the Outlier Method, and it will pay off.
Avoiding the Temptation to Optimize Current Ads
It’s tempting to optimize your winning ads to see improvements. Avoid this and instead focus on building a full pipeline of creative. Place your energy and effort into creating the next winning iteration.
To get the most out of the Outlier Method’s approach to rapid-fire bulk ad testing, you should put most of your focus into creative ideation—and not the optimization of it.
Pro tip: Keep your swipe file updated with creative ad ideas by checking out the Facebook ad library or the library of top-performing ads on TikTok. Be sure to check out our unique library of winning ads developed by Primer to inspire your creative team.
When you focus on planning and building multiple creative briefs, success might take time. You may not see immediate growth during the process, but you should still avoid the temptation to optimize current ads.
Using a TikTok or Instagram ad template or theme and using big ideas and iterations helps you keep the creative pipeline full and create ads faster.
Sticking to the Outlier Method will create a repeatable and more efficient way to drive sustainable growth that results in more conversions in the long run.
It’s Difficult to Repeat the Testing Process—But Worth It
When you first start using the Outlier Method for ad testing, you may feel like you’re falling behind. Producing ad creative in bulk takes a lot of time and resources, including remembering to use an effective TikTok or Instagram ad template for each big idea ad set.
The good news is that your creative output will eventually become a well-oiled machine with a content pipeline where you will find exponentially greater wins over time. In fact, our partners who have tested consistently generated a 2.55x better performance than those who did not test.
The key is to produce enough creative and rigorously follow the testing process, knowing you have to turn off underperforming ads quickly.
Take these two examples:
Advertiser 1
Runs 5 new ads in a month, finds one winner, and spends the rest of the month optimizing the account. The winning ad starts to lose performance, optimizations don’t have an impact, and CPAs get more expensive. New creative is rushed and does not deliver a win.
Advertiser 2
Runs 16 new ads in a month and spends the month developing creative to test the following month. Finds two winners and is testing additional creative. When the winners lose performance, they scale two new wins, never losing momentum. CPA steadily declines making acquisition more efficient over time.
Don’t Get Attached
For some growth marketers, letting go of ads that don’t perform might not be a problem. When a campaign you’ve worked on for a long time doesn’t succeed, it can be difficult to let go.
Regardless, maximizing ad performance means you must:
- Turn off 50% of underperforming ads after 48 hours.
- Turn off 75% of underperforming ads after 72 hours.
Move the 25% of ads that you did not pause into a campaign filled only with proven best performers. Add budget and watch them win!
This keeps ads from unnecessarily competing with one another and helps you hone in on the true winners.
Learn more about perfecting the Outlier Method: Download our Outlier Method PDF
How Primer Helps You Win Big with Ad Testing
At Primer, we use the Outlier Method to create and test thousands of winning ads for our partners. We’ll meet you where you’re at, so you can maximize your growth based on your specific needs.
Your Growth Partner: Need help scaling and testing your ads? When you partner with Primer, we’ll handle it all for you—the creative strategy, design, production, reporting, and media buying. Just sit back and enjoy the wins.
Creative On-Demand: For when you need a lot of high-quality ad creative fast, Primer On-Demand is an online platform where you can get videos, images, and landing pages produced by top marketing designers who know what converts.
Using ad templates and producing user-generated content can boost your brand’s traffic, but what happens after your leads click through? It’s time to take a closer look at your brand’s landing page to make sure it sparks curiosity, answers essential questions, and motivates your customers to take action.
Developing high conversion landing pages does not need to be an arduous process. By knowing the anatomy of an effective landing page or taking advantage of Primer’s exclusive landing page templates, you can improve your customer experience, increase conversions, and build brand loyalty within your target audience.
A Deeper Look At High Conversion Landing Pages
A stopwatch starts the moment an interested shopper clicks through your ad to your landing page. A few seconds can make all the difference in converting visitors into customers. According to Wordstream, the average landing page CVR is around 2.35%, with the top 25% of pages converting at 5.31% or higher.
The moment your site loads, your persuasive copy, compelling value propositions, and sleek design grab your customers’ attention. And it’s up to you to guide them through that experience from start to finish.
Your high conversion landing pages should direct visitors to the information they are looking for, answer questions they didn’t know they had, and make it exceptionally easy to follow through with your call to action—regardless of whether you’re converting visitors into customers, adding new subscribers, or collecting new leads.
If you connect with your audience quickly, you demonstrate that your brand anticipates and meets the buyer’s needs, motivating them to look for more information and learn more. As soon as you succeed in this, you’ll have the winning formula you’re looking for to optimize your ad templates and continue building successful high conversion landing pages that cater to your customers’ needs.
The Three Steps to a Great Landing Page
Step 1: Build Buyer Personas
When you know your customers, you can create a landing page tailored specifically to their needs.
What are their struggles? What do they need to simplify or enhance their lives?
If you don’t know them, they won’t believe your product will make a difference in their lives, and they’ll move on.
That’s what makes buyer personas so crucial for marketing teams. These personas are essentially summarized characteristics of your brand’s ideal customer. They pinpoint essential information, including your typical customers’ age, income range, location, hobbies, and common pain points. At Primer, we go a step further and dig into their urgent need. What is happening that would trigger this person to choose your product right now?
With the persona in place, we can define the buyer decision questions (BDQs). These are the most essential questions that have to be answered before a purchase can be made and reflect your customers’ wants, needs, motivations, intentions, and decision-making processes.
With a well-defined buyer persona, you have a solid understanding of your buyers and what they want out of an experience. You can then use this to develop targeted, outcome-focused questions that get into your customers’ heads, offering insight into what they’re thinking, what they’re looking for, and the most effective way to deliver every BDQ answer—before they have to ask. Landing pages that are informed by buyer personas boosts conversions, all while checking off their criteria for making a well-informed purchase.
Step 2: Anticipate Buyer Questions
Your engaging video ads using proven ad templates direct prospects to your landing page, but you need to hold their attention while they quickly skim over the content and keep them on the page even after realizing that your product meets their needs and lives up to the hype.
They need your guidance.
When curating your user experience, do you want your customers to scratch their heads and come up with questions, or would you prefer to give them the most crucial information right away? It’s most beneficial for brands to foster an environment where buyers can immediately imagine themselves using the product.
This is where persona-centric BDQs come in. Organize your BDQs by priority and ensure the answers to your buyers’ most critical questions are easy to find in your ads and on your landing page.
This Primer-developed landing page answers critical BDQs for the brand hims. Including conversion-focused questions like:
- How do you use it?
- Does it smell?
- How does it work?
- How much does it cost?
Example:
Step 3: Optimize for Speed, Scannability, & Simplicity
You have a finite amount of time to provide essential benefits to your customer, and it all comes down to speed, scannability, and simplicity.
Speed
You have to keep load times in mind when designing landing pages. If your landing page takes too long to load, you’ll frustrate your users out of purchasing your product and into looking elsewhere to satisfy their needs. And because multi-platform advertising is crucial to your user experience, your killer ad templates and optimized high conversion landing pages must load quickly on all device sizes, mobile browsers, and screen sizes.
- Google notes that an increase of one second in site speed can increase conversion rates for mobile users by 26 percent.
- You can check your page load speed for free with Uptrends.
Scannability
A great headline draws your customers in so you can share your value proposition, but you also need to keep them interested. It’s important to remember that they are searching for answers to BDQs, and they don’t want to read endless blocks of copy to find them.
Actually, the majority of people don’t read site copy at all—they scan it.
Humans have a shockingly short attention span. It’s just 8 seconds long! This race against the clock might feel daunting until you start using it to your advantage. You have an opportunity to satisfy your customers’ thirst for fresh, captivating content.
No matter how interesting or well-written you think your site copy is, your
customers won’t use their 8 seconds of focus reading your landing page copy word for word—at least not right away.
If you optimize your landing page for scannability, your customers will circle back from their initial scan to learn more, including the answers to BDQs you categorized as “extra.”
Remember—don’t let your design distract customers from converting. Design influences scannability, so consider how colors, images, and layouts appeal to customers and evoke an emotional response.
You can draw your customers even further down your sales funnel by getting rid of any clashing or competing design elements in favor of a clean and clutter-free design.
Simplicity
A landing page that is connected to an acquisition campaign should have one goal: conversion. You should have just one CTA on the page placed conveniently throughout the page. Leave navigation off of your landing page so you don’t distract users from the goal.
Landing Page Dos and Don’ts From The Pros
Every landing page we develop at Primer is optimized to maximize conversion rates by following these rules of thumb and incorporating features that are proven to work.
Add
- Straightforward headlines address consumers’ core BDQs
- Clear CTA above the fold and in each section
- Responsive and adaptive design, optimized for mobile and desktop usage
- Scannable copy—limit paragraphs to 3 lines max
- Consistent design elements throughout the landing page
- Differentiation strategies for your brand from competitors or alternatives
Avoid
- Stuffing the header with too many elements
- Making the headline too small
- Low-quality images
- Using too many fonts in your design
- Keeping irrelevant sections
- Creating a text-heavy landing page
Downloadable Easy-To-Use Landing Page Templates
Streamline your landing page for optimized scannability but don’t skimp on critical or impactful information. These are our favorite landing page formats. Which works best for your brand?
BDQs
Walk through Primer’s Buyer Decision Question template and consider what matters most to your target buyer.
Example: Sunday
Listicle
A Listicle template emphasizes how your product solves a problem or makes life easier for your customers.
Example: Mini Luxe
Vs. Alternative
This template highlights your brand’s benefits, positioning your brand vs. competitors’ products.
Example: Super Coffee
Sales Questions
The Q&A style template asks questions that prompt the user to say “yes” and reinforce the value of the product.
Example: hims
From Engaging Ad Templates to High Conversion Landing Pages
A well-designed landing page increases customer engagement by incorporating your customer’s needs with a clear call to action and without any clutter.
No idea which high conversion landing page template format to choose, or don’t have time or resources to implement it yourself? Let Primer do it for you!
Primer can design and deliver ready-to-launch landing pages within four business days. No developers or code needed.
Looking for copywriting or creative strategy support? We can do that too. Schedule a call to find out more.
Did you know there’s a tried-and-true creative brief template for building deeper connections with your audience?
It’s called the founder’s story.
The founder’s story—as its name implies—is the story of the founder of a business or organization.
In essence, it’s the motivation, the why, behind the origins of the business as well as a guidepost for its core motivations.
A good founder’s story gives users the context behind the product or service they’re being told about. It’s a long-form story on the key problem that the business is trying to solve and its unique approach (the story itself) to address it.
At its core, the founder’s story is a personification of the business itself, humanizing it for audiences through the character of the founder(s) and giving readers a more intimate look into the heart of the business.
The founder’s story has been around since the dawn of marketing and advertising, from the storied pitches of traveling salesmen to the contemporary “about us” page of Fortune 500 companies.
And for good reason—it works.
Here, we’ll dive into the elements of the founder’s story, how it works, why it works, and how to use it—specifically as it applies to video ads and video storytelling.
Leverage Your Founder’s Story
At Primer, we have a playbook of several themes that have been proven to drive strong performance in engagement, conversion, and retention. Among those themes is the aforementioned “founder’s story.”
Within this theme, a unique story that drove the creation of a product or company is shared.
Here’s an example of a founder’s story from Nom Nom:
The story begins with a pair of mini Australian Shepherds named Harlee and Mim, and a handful of dog lovers in San Francisco.
In February 2013 what would become the founding family team of NomNomNow — now known as Nom Nom — went to casually look at puppies. Naturally, Alex, Zach & Natethe fell in love at first sight and adopted half-sisters Mim and Harlee.
Bringing home the girls now meant searching for dog food, and the team was surprised to see how little had changed in the dog food space since the 1980s: most dog food was still kibble or canned, filled with unpronounceable ingredients and industrial filler – the dog equivalent of microwaveable dinners.
Beginning in late 2014, the team began experimenting with cooking and delivering fresh food for friends and family. Cooking fresh took on added urgency as Harlee developed health issues related to a compromised immune system, and her vet recommended a fully fresh diet.
Enter Dr. Justin Shmalberg, a clinician and professor at a leading college of veterinary medicine and one of the world’s foremost experts on cutting-edge dog nutrition. Today our recipes are crafted to ensure our customers receive the best food for their dogs.
Within a few short paragraphs, Nom Nom gives readers a clear idea of who they are, how they came to be, and what their brand strives to offer to the public (the solution).
In this sense, the founders communicate the value of their company by positioning themselves as its first customers. They understand your needs because they’ve been on both sides.
These kinds of successful founder stories, ones pulled from helpful creative brief templates, serve as the backbone for building a connection with new audiences through video storytelling. Viewers want to have an emotional connection and respond to an emotional trigger/element; they want something to relate to and identify with on a human level).
Give them one, and they will respond to it.
Here are just a few examples:
Monti Kids
Trufora
Sunday
Each of these serves to drive the human element at the heart of their respective business and its message.
This particular theme works exceptionally well for video ads because video can combine a litany of audio and visual elements to tell a compelling story. In fact, many websites will leverage video assets on home pages, landing pages, and external social channels as core elements of their marketing/branding.
This Creative Brief Template Works for Expert Stories Too
But what if you don’t have a compelling founding story?
Perhaps your founding story is more simple and straightforward: You identified a market, offered a new/unique product, and found success.
In those instances, you can still use the founder’s story creative brief template in the form of an expert’s testimony. Testimonials are exactly as they sound, they’re the positive testimony of an individual advocating the success of their experience with a product or service.
An extended review of sorts, a testimonial is a critical asset in marketing and advertising, giving readers the opportunity to connect with previous customers in place of the business or its founders.
A well-done testimonial is the story of an experience, one that can work to set the expectation for your brand, product, or service. Thankfully, testimonials don’t require the reader to know the person giving them. They instead serve as characters for your user to connect to via their story.
And similar to the founder’s stories, testimonials are deployed the same way via homepages, landing pages, and across social media channels.
The Power of Storytelling and Emotional Connection in Video Ads
When it comes to capturing an audience’s attention, there’s no better way in the modern, digital age than video. Take a quick look at the top social media platforms in the world, and their bread and butter is video-based content—largely short form.
From YouTube to TikTok, the ability to drive a marketing message through video storytelling has never been more in demand.
In fact, there’s a concept called “significant objects” in video storytelling that involves bonding the viewer to a specific object/product by giving it sentimental value.
For example, there was a shop that allowed writers to mock up stories for trinkets they were selling. These trinkets were then posted to eBay and were sold at a much higher value due to the built-in sentiment—the story—attached to these pieces.
Here’s one example:
As a child, I loved Beatrix Potter’s story of the two bad mice, Tom Thumb and Hunca Munca, who broke into the doll’s house where “the dinner had been bought ready-made, in a box full of shavings. There were two red lobsters, and a ham, a fish, a pudding, and some pears and oranges. They would not come off the plates, but they were extremely beautiful.” Tom and Hunca Munca smashed dinner when they found it could not be eaten; I keep the hot dog to remind myself that food does not have to be beautiful.
— Jenny Davidson
This case study showed that purchasing behavior is inherently linked to emotion, even when eBay marked the stories as fictional.
Users connect with these stories because they reflect the human side of companies. They show that experts at your organization change, grow, and face daily obstacles just like them.
If you can frame your story in those basic elements, you’ll be able to generate universal connections with your audience.
This is why the founder’s story theme and creative brief template work for video ads to drive conversions.
Improve Your Video Ads with This Creative Brief Template
Primer’s proven founder’s story template can be used to create winning video ads that will consistently and reliably drive conversions.
Here’s a quick look at the founder’s story formula:
Each frame holds a crucial step in driving the story and fostering a stronger bond between your audience and your brand.
Check out this example from the fertility-based testing company, Proov. In the video, you can identify the step-by-step framework from the founder, Amy.
Video:
Template:
The founder’s story is a powerful tool, at times instantly connecting an audience to a business through a human medium—the founder or fellow customer (testimonial).
By following the framework of the founder’s story, it’s possible to create quick and lasting connections with new and returning customers. All you need to do is share a story that rings true within the minds and hearts of your viewers.
<<Click here to get our downloadable Founder’s Story Video Ad Creative Brief Template>>
Start Building High-Converting Video Ads Now
At Primer, we help our partners develop winning ads and scale by handling the process for you, including creative strategy, design, production, reporting, and media buying.
If you need high-quality ad creative with a rapid turnaround, our online platform Primer On-Demand gives you access to videos, images, and landing pages with a proven track record of driving conversions.
To learn how to create high-converting video ads, schedule a free consultation with Primer to find out how creative testing can help you script successful video ads.
For performance marketers, finding inspiration to keep your creative pipeline full with video ads that keep pace with top-performing ads by your competitors and take advantage of rapidly evolving marketing trends is a constant effort.
Chances are that you’re already using the Facebook Ad Library and others to gain insights into ad trends across industries and brands on platforms like Facebook, Instagram, and TikTok.
But are you getting the most out of these ad libraries?
When used right, the Facebook Ad Library and others help you keep your swipe file up to date and stay one step ahead of the competition with ads that drive conversions.
For instance, did you know that with the Facebook Ad Library you can search ads by keyword or by a specific advertiser to reveal critical details like how long an ad has been running, who paid for the ad, and who the ad is targeting?
We believe that great marketers steal. It’s the idea that you should find something that works and make it your own. If you do it well, then it becomes yours.
There’s no need to reinvent the wheel when great advertising themes and templates like those we’ve developed at Primer have been proven to work time and time again.
Trends can change rapidly, and marketers often draw inspiration from one another to figure out what works and is successful in the current market.
Ad libraries are a great way to gain inspiration from what other brands are doing and find out what ads are performing and what ads are not.
Social media companies like Facebook and TikTok aren’t the only ones offering these crucial tools.
We developed our own ad library of high-converting ads across Facebook, TikTok, Instagram, and more. By using our ad library, you can discover ad themes to create effective ads for your brand, keep your creative pipeline full, and drive ROI.
Here’s why an ad library might just be your performance marketing secret weapon.
3 Reasons an Ad Library Is Your Secret Weapon
Reason 1: Foster Creativity
An ad library is the perfect source for drawing inspiration from existing ads across social platforms.
These ads can help inspire unique and innovative ideas for your brand.
Not only can you brainstorm based on what works for similar brands, but you can even get creative inspiration from brands you admire in completely different industries!
Through our research testing thousands of ads across different social media channels, we found that themes and templates (like “how it works” or “vs. the alternative”) are industry agnostic and can work for any brand in any industry.
Reason 2: Know What Works
Using an ad library lets you find and target ad themes and templates you know perform well—and then incorporate top-performing elements of winning ads that use those themes and templates into your ads.
Ad libraries help you learn about successful campaigns that drive conversions. Once you identify these campaigns, you can easily compare them to find the best styles and approaches.
Not only can you learn what resonates with your specific target audience, but you can keep up with broader trends and stay one step ahead of the competition.
Reason 3: Build Your Swipe File
Sometimes when inspiration comes up short, great marketers turn to their swipe file—marketing materials they’ve gathered over time that have already proven successful, to help get the creative juices flowing when creating their own original campaigns.
Some common reasons to add something to your swipe file include:
- A strong hook, CTA, or both
- Creative use of native platform elements like sound, text, and UGC
- Effective for a specific platform you’re targeting
- Ads that fit a certain aspect ratio
- Ads with a specific theme or “big idea” you want to use for your ads
An ad library can help you collect great examples of ads that convert by giving you access to thousands of ads across advertisers and industries, targeting a variety of audiences.
Easily search and locate ads that match what performs well with your target audience and file them away for future inspiration.
Use these ads you know win to inform your future campaigns.
Find the Right Ad Library
Facebook, TikTok, and now Primer all offer ad libraries that can help performance marketers find ad formulas that work every time.
Here’s what you should know.
Facebook Ad Library
Facebook is the original, de facto ad library for social media ads across its advertising channels.
To add more transparency, Facebook designed its ad library to share every ad running on Facebook for a brand. These ads are compiled and shared in a searchable database.
They don’t include any stats or discussion of if the ad is performing. However, top performers will likely be left running for longer, meaning the brand is willing to invest more in ad spend to keep it visible on the platform.
You can filter by country and ad category along with your search term (keyword or brand).
Categories for users in the U.S. include issues, elections or politics; housing; employment; and credit.
You can then refine your search using built-in filters for categories such as whether the ad is an image, meme, or video, the platform used, whether the ad is currently active, and how many impressions the ad has had at the time of the search.
Tip: Try searching for a specific competitor of your brand to see what they are doing.
Example: Sunday Lawn Care
Tip: You can also try searching by a general product category.
Example: Lawn Care Products
TikTok Ad Library
TikTok provides users with a searchable ad library as well. However, TikTok only shares high-performing ads.
This takes a lot of the legwork out of the process for you, since you won’t be trying to deduce what works on the platform and what doesn’t on your own.
When searching the TikTok ad library, you can filter by location, industry, objective, likes, duration, and when it was shared.
Much like the Facebook ad library, you can search TikTok’s top performers according to a specific brand or by keyword.
Example: Rocksbox
Example: Jewelry
Primer’s Ad Library
After testing thousands of ads across the most popular paid social channels, our marketing experts have developed a one-of-a-kind library of our top-performing ads that we know will convert.
With our ad library, you can search through all Primer-created winning ads (using our proven templates and themes) to find inspiration for our TikTok, Facebook, and Instagram ads (and more!).
Primer lets you search by:
- Industry (such as DTC or Fashion & Apparel)
- Channel
- Aspect ratio (size)
- Our proven Primer-developed themes
- Tags
Here’s how to search by industry:
Or by theme:
Our ad library is easy to use and gives you access to examples of how to create ads that stop users’ scrolling in their tracks and maximize your brand’s growth.
You can share the examples you like with your team, and you can also request creative just like an ad directly from the library.
Want to use the template shown in the ad above? Check out our How It Works Template>>
Use Primer’s Ad Library to Inspire Your Next Ads
Search our Ad Library to get inspired!
While popular social media companies like Facebook and TikTok offer valuable insights into the competition and current ad trends, only Primer offers a unique ad library of ads we’ve personally tested and seen perform at the highest level.
Want support taking using that inspiration for your own ads? Simply turn any of the ads in the Primer Ad Library into a template to use for your brand through our online platform Primer On-Demand.
The best direct response video ads for social platforms like TikTok, Instagram, and Facebook drive conversions by persuading users to take immediate action. This can mean signing up for a newsletter, downloading an ebook, or making a purchase.
When a user is scrolling social media, breaking that momentum takes a compelling ad and a compelling offer to make them switch gears and pursue a purchase. Growth-driven ads have to meet users where they are.
The best growth-driven ads speak to a problem the customer is having, then drive urgency, then make it easy to take immediate action.
Of course, not all ads are designed to elicit this kind of immediate and direct response. This marks the critical difference between brand-driven ads and growth-driven ads.
Hypergrowth marketing must drive users to act.
Brand-driven ads can draw attention to your brand, garner page views, and generate new leads, but they won’t facilitate the same direct growth.
Primer has tested thousands of growth-driven ads, and we have the experience to help you develop ads that will convert at the highest possible level.
Here’s what you should know about the key differences between brand-driven and growth-driven ads—and why it matters.
Growth-Driven vs. Brand-Driven Video Ads
Growth-driven and brand-driven ads both connect with consumers, but only growth-driven direct response ads persuade those users to take the next step and invest in your product or service.
Ultimately, growth-driven ads will help you expand your brand at a rate that meets your expectations and performance goals.
Let’s break down what’s important about each type of ad.
Brand-Driven
- Brand ads are often top-of-funnel (TOFU) ads that reach users early in the buyer’s journey. They raise awareness of your brand, and that awareness alone better positions users to convert later.
- As the name suggests, these ads are all about promoting your brand. They tell a story, but they don’t necessarily drive a user to click a link, fill out a form, or buy a product.
- Brand creative seeks to show how your brand is unique, i.e., what sets it apart from others.
- Brand ads don’t always have a call to action (CTA), and if they do, it’s not to drive conversions.
Consider this example:
Growth-driven
- Growth ads reach users late in the buyer’s journey when they’re more likely to convert.
- Customers are always the central focus. Growth-driven ads should be more targeted to meet customers where they’re at and speak specifically to the target audience.
- Users at this stage need info that helps them validate a purchase. Growth ads provide this through an ad that links to a landing page. The ad offers essential product info, and the landing page tells them how to make a purchase.
- Growth creative isn’t different just for the sake of being different. Growth-centered ads stand out because they have a solid hook and grab users’ attention.
- A growth-driven ad has an implied or explicit CTA, and that CTA has one goal: to drive conversions.
The same company may create two completely different ads for the same product, one focusing on the brand and one driving growth.
For example, let’s say the company sells shoes.
A brand-focused ad might show someone wearing the shoes while running. The focus here is on the situation.
A growth-focused ad is more likely to show the shoes against a plain backdrop. In this case, the focus is on the product.
Brand ads have their place in the broader scheme of things, but only ads focused on growth will take potential buyers over the finish line and persuade them to take action.
How to Optimize Your Growth-Driven Ads
When creating and testing different iterations of your direct response video ads, here are steps you can take to maximize growth and your ROI.
1. Use Proven Ad Templates and Themes
By using one of Primer’s proven video ad templates, you can build your direct response video ads frame by frame. Using these highly effective templates will give your creative team a roadmap for delivering winning ads that will convert, regardless of which social platform you run your ads on.
Check out these examples of ad templates we’ve seen convert time and time again.
User-Generated Content (UGC)
A UGC-style ad uses the native style elements of social channels like TikTok and Instagram, imitating the feel of posts organic to those platforms. UGC ads feature content creators who demonstrate the usefulness of your product for consumers.
Here’s what a UGC ad looks like:
The “How It Works” Theme
The goal of “How It Works” is to build an ad that details, step by step, how your product solves a consumer’s problem. It should be succinct and contain just enough info to give a clear idea of how the product works and why it matters.
Here’s what a “How It Works” ad looks like:
Versus the Alternative
This ad style works by showing how your brand’s solution is the better alternative to another brand’s solution.
The ad below emphasizes that contrast by positioning TeePublic as a better, easier option than finding t-shirts at the mall.
Here’s what a Versus the Alternative ad looks like:
2. Start Your Ad Strong, and Finish Stronger
Nielsen analyzed Facebook ad content for 173 companies and found that viewers who watched less than 3 seconds of an ad still created almost half the campaign’s value, and viewers who watched up to ten seconds created almost 75%.
Thus, the first several seconds of your direct response video ad needs to convince the user to engage instead of scrolling on.
Meanwhile, the end of your ad needs to persuade them to take action. The ad also needs to deliver its message in the shortest possible time–though this varies between social platforms.
For instance, while Facebook recommends videos no longer than 15 seconds, our team found that TikTok videos perform best at 21 to 34 seconds long for a 280% lift. Thus, TikTok gives you more time to tell a story and engage users.
These elements are key for any company aiming to convert customers and increase brand awareness.
An attention-grabbing hook needs to engage users from the very first frame. Primer has developed hundreds of proven hooks that will help take your ad performance to the next level.
For example, try one of our hooks that focus on the user experience: “My X went from this… to this… with [product]!”
Drive conversions by ending on a strong CTA. Strong CTAs for social channels like TikTok don’t need to be overt, and they can attract more engagement and clicks by skipping the brand cards and adopting a style that feels native to the platform.
An example of a product-focused CTA might be: “Say to [brand].”
3. Focus on “You”, Not “Us”
Users will quickly skip over ads that feel too polished and brand focused. The ad is less likely to convert if you mention the brand more than in passing, especially for apps like TikTok.
Instead, focus on how your product, solution, or service helps users by giving proof and inspiring them to take action. In fact, sometimes you don’t even need to mention the brand specifically.
An ad centered on the user might say: “Check out this [product] I’ve been using to help with x.”
Check out this ad by our partner Apostrophe as an example of what performs well on apps like TikTok.
4. Link Your Ad to a Landing Page
After you put in all the effort on creating your direct response video ad, don’t overlook the landing page. Your ad will grab their attention, but it’s the landing page’s job to encourage them to make a purchase.
When an ad leads to a landing page instead of a page on your website, it is proven to drive more conversions, especially when the landing page:
- Carries over the key elements of the ad experience
- Answers questions a customer needs to have answered before buying your product (we call these buyer decision questions)
- Shows personalized social proof
- Has a single call to action to make a purchase or fill out a form
5. Test Your Ads!
Rapid, high-volume ad testing using Primer’s Outlier Method lets you quickly identify high-performing ads. Then you can take what works and discard the rest, scaling and iterating new ads by targeting the most effective elements, like what text, colors, and images to include.
You can apply the steps in this blog to the outlier method to create winning ads across all paid social outlets.
Here’s how it works.
First, ideate and launch “big idea” ads based on key questions buyers have.
Next, pause underperforming ads and identify top performers that beat the account average. These are the “Outliers.”
Use top-performing ads to scale the budget for the “wins” and make creative iterations. Then use these to test again.
Repeat these steps periodically, starting with a new “big idea” and continuing the process of identifying and iterating what works from the best-performing ads.
Depending on your budget, we recommend launching new big ideas once or twice per month. Continuously testing ads ensures that you’re able to iterate and develop ads that convert, keep pace with current trends, and scale your success without wasting your time or money.
This high volume of testing is the best way to get consistent, reliable results and maximize your ROI from your ads, but it also takes a lot of time and energy. That’s where we come in.
How Primer Can Help
Primer works with our partners to develop and scale winning ads. We’ll handle the process for you, including creative strategy, design, production, reporting, and media buying, so your team can devote their resources where they’re most needed.
For high-quality ad creative with a rapid turnaround, our online platform Primer On-Demand lets you access videos, images, and landing pages proven to drive conversions.
You can also schedule a free consultation with Primer to learn more about creative testing and how to develop high-performing direct response video ads.
Everywhere you turn, someone is talking about ChatGPT and other AI technologies that are taking the world by storm. But rather than wondering how AI might take someone’s job or even take over the world, I—Primer COO and Co-founder Brady Flynn—put ChatGPT to the test to create scripts for video ads.
I found that if you give the AI bot the right information about your brand and the ad template you want to use, you can create a first draft of a video ad script in under five minutes!
Using this process, you can overcome one of the biggest hurdles we see in video ad creation for our clients — creating bulk ad creative and iterations of scripts for successful video ads. Since 9 out of 10 ads fail, it’s necessary to have multiple versions of your ads ready to launch so that you can identify clear winners and keep your creative pipeline rolling.
Let’s get started.
Step-by-Step Guide to Using ChatGPT for Video Ads
Step 1: Start a New Chat
The first step in this process is pretty straightforward. Open ChatGPT and start a new conversation to give yourself (and ChatGPT) a blank slate.
You can return to this conversation if you want to write more scripts using the same core information you’ll share in step 2.
Step 2: Give ChatGPT Information
After starting your new conversation, you’ll need to give ChatGPT the information it needs to write for your video ads. I recommend giving it information from your website, like the text from your homepage or other core page related to your video ad’s topic, product, or solution.
Before pasting your information, include a prompt to signal to ChatGPT what you want it to do with the information.
Try this prompt: Here is the information from a website for a brand called [insert your brand name here].
ChatGPT will then produce an overview summary of the information you provided.
For this test, I pulled from our On-Demand partner Proven’s homepage to create this summary that includes an overview of the brand and its benefits:
Step 3: Pick an Ad Template for Your Video Ads
At Primer, we’ve created ad templates that convert and win across different platforms. Remember, the best marketers steal ideas that work rather than trying to reinvent the wheel with each new ad.
You’ll want to give ChatGPT one of these templates to help it write your video script.
For my test, I selected the Vs. Alternative template from our library of templates.
Step 4: Give ChatGPT an Example Using the Template
Next, you’ll want to share an example script using the template you chose, with a prompt telling ChatGPT exactly what to do with the information.
Try this prompt: Here’s a video script template for another brand [paste in the template you chose from Primer’s templates].
Using this example template, ChatGPT will first generate a script for that example, not your brand.
For my test, I shared this Vs. the Alternative script for the brand FitOn.
Step 5: Use that Example Script to Generate Your Own Script
Now, you’ll ask ChatGPT to use that script and template to write a video ad script for your brand. Before prompting, select a hook that you want to use in your script.
Remember: a strong 3-second hook is the key to successful video ads.
Try this prompt: Write another video script for [your brand]. Use an intro hook like [insert a script template].
Include voiceover and visual direction, broken into sections with the voiceover and visual directions in each section.
It’s important to ask for visual direction; otherwise, ChatGPT will only give you a voiceover.
For my test, I asked ChatGPT to use the hook “Stop scrolling if you want [solution]” to generate this script:
Step 6: Review Script and Import into Your Creative Brief
After generating the script, make sure you, a creative strategist, or a growth marketer review it.
We’ve found that while you can occasionally use the script as is, you’ll likely want to revise and edit some of the copywriting, which will ensure that
- The video script will produce a 20-30 second length ad—recommended to perform best on TikTok and Instagram.
- The information is accurate to your brand or product.
- You’re not missing moments where ChatGPT left a filler statement in your script instead of providing actual information. Example: In my test, ChatGPT failed to replace the x’s with relevant information for the hook “[x] hack #[x].”
After editing, import your script into a creative brief.
Go ahead and steal our creative brief template if you don’t have your own >>
Step 7: Make the Ad
Once you’ve edited your script and crafted your creative brief, it’s time to make your video ad!
A few options for making your video ads include
- Giving your brief to a video editor and using existing footage.
- Hiring a UGC creator to follow the general outline of the script and create new footage for your video editor.
- Using Primer On-Demand to leverage our team of professionals to create high-quality ad creative with a rapid turnaround.
Extra Tips for Creating Video Ad Scripts
After you’ve created the first ad, save your chat and use it again to have ChatGPT help you create iterations of your video ads with different hooks.
Try this prompt: Write me another, this time with the intro hook [insert hook].
You can flip the script and have ChatGPT write scripts using different CTAs instead of hooks.
Switch up your previous prompt: Write another video script for [your brand] this time. Use a call to action like [insert a script template]. Include voiceover and visual direction, broken into sections with the voiceover and visual directions in each section.
Let ChatGPT Help You Generate Ideas
For my test, I found that these scripts were rarely 100% ready for creative but were usually about 80% of the way there. While ChatGPT can’t do everything, it is a great tool for
- Brainstorming
- Getting through writer’s block
- Generating multiple concepts
Ready to Turn those Scripts into Winning Video Ads?
Now that you’ve kick-started your scriptwriting process, it’s time to turn those scripts into winning video ads.
Partner with Primer to develop winning ads and scale, and let us handle the process for you, including creative strategy, design, production, reporting, and media buying.
Schedule a free consultation with Primer to learn how to turn scripts into successful video ads.
The Power of Strategic UGC
Word-of-mouth motivates your customers 92% more than traditional advertising. They turn to social media feeds to find information from family and friends, discovering Instagram, Facebook and TikTok ads along the way.
Your customer’s goal is to discover authentic proof that your product or service will work for them, too. It’s up to you to tailor-make video ads that offer that experience to them, which is easier than you think.
UGC Myths
UGC in performance marketing is incredibly influential, but some brands still hesitate to jump on the UGC bandwagon. These are the most common reasons that marketers are afraid to leverage UGC:
- Finding a creator is too complicated
- The ads will appear sloppy or off-brand
- Coordinating with content creators is challenging and expensive
Fortunately, high-quality, affordable UGC is easier than ever to coordinate. This guide will walk you through everything you need to know to create high-converting UGC ads.
Simplify UGC from the Start
Explore the similarities between the buying patterns and shopping trends of your current and ideal customers and weave in the data you collected through marketing analysis and competitor research. Then roll it all together to create a fictional shopper or buyer persona that embodies all of these factors.
This customer—the “user” in your UGC—is who you’ve got to connect with. Tailor-make your UGC to appeal to them. Ask yourself,
- What do they want?
- What do they actively avoid?
- And what is your brand hoping to get from your UGC ad campaign?
Authenticity or Bust
UGC doesn’t work unless it’s authentic and natural. With new technology and social media platforms, brands can reach a seemingly endless pool of potential customers, all actively engaging with content. These potential consumers, however, didn’t sign into their accounts to become advertising targets. Instead, bombarded with ads, they developed an ad radar to detect overtly promotional or salesy content.
To avoid alienating their target audience, advertisers moved away from traditional ad campaigns on social media platforms towards UGC. But low-quality, spammy UGC sets off alarm bells every time.
59% of consumers say inauthentic advertising annoys them, which means if your brand sets off your customers’ BS alarm, you risk losing a potentially valuable customer.
Recommendations from trusted peers are more valuable. So, the organic UGC you’re creating reflects the relatable personality of your average buyer, making your marketing efforts far less likely to set off their ad radar.
Three Reasons Why You Haven’t Created UGC Ads—And What to Do About It
You’re Worried UGC Ads Will Feel Off-Brand
Here are some ways to inject your brand into your UGC TikTok ads:
Pick the right creator
Your content creator should embody your brand. Hire the real-life content creator version of your buyer persona. Having a content creator that is consistent with your brand helps blur the lines between paid and organic content.
Plus, working with a creator matching your brand’s target audience also provides fresh insights about your customer base and empowers you to create UGC ads that drive conversions.
All in all, your UGC gives your customers a glimpse into their future. If they can relate to your creator, they can envision themselves as your future customer.
Surround UGC with Branded Elements
Add an element of brand identity into UGC ads. Try layering text boxes and type treatments with your brand colors or fonts on top of the UGC footage. For more tips, see the next section.
Start Small
Not to over-emphasize, but finding the perfect content creator for your brand will help ease your mind. The quality of your UGC is far more significant than the quantity of UGC you post.
If you’re still feeling hesitant even after your brand-consistent creator makes your fresh UGC content—start small. Add UGC snippets into regular ads and track engagement and conversion data.
You’re Afraid Your UGC Will Look Sloppy
Follow these tips to achieve native-style UGC that still feels professional:
Pick Your Platform
UGC best practices differ by social media platform, so great TikTok ads might need a tuneup to perform well on Facebook.
Your social media followers are more likely to buy your product than brands they don’t follow, so studying each platform’s popular UGC can inspire you to create great content that blends in. For more ideas, check out how these popular DTC brands leverage different features across social media platforms.
Don’t Overdirect
Hiring the right content creator will virtually eliminate this concern altogether! They’re industry professionals. Rest easy knowing you’ll have high-quality footage for your team to edit.
Although UGC is supposed to be unpolished, good lighting is always appreciated. It’s worth mentioning to your creator that great lighting and clever product placement are important for your brand (many creators like to film during golden hour).
Provide a Shot List
You don’t want to get in the way of the creative process, but if there are specific shots, specific footage, or essential elements you want, including close-ups, demos, unboxings, etc., make a list for your content creator beforehand. Otherwise, let them run with it!
You’ve hired the right creator, so you’ll end up with professional footage.
You’re Concerned Your Ad Will Look Out of Place
Incorporate these native elements into your ads to achieve seamless UGC:
Use First-Person Perspective
Your audience wants to know how people like them use your product, and since your content creator fits your buyer persona, they’re the perfect person to share their experience directly.
A great way to create that connection is by using the first-person perspective. “I” statements are more relatable and help communicate authenticity—without being salesy. The “testimonial” and “how-to” formulas are great examples of first-person in UGC.
While it’s fine to mention, remember it comes naturally to most content creators, so don’t limit their creativity with a script. Your creator is the embodiment of your buyer persona. They’ll be able to relate and identify with their peers—your target audience—more authentically if they can speak freely (see next tip!).
Check out how the best TikTok ads are fun and creative without losing their organic feel.
Sound On
A video with sound improves the experience for your audience, whether they are Instagram Reels or TikTok ads. Trending songs, platform-specific sound bites, and voiceovers can add authenticity to your ads, but prioritize clear audio above all else.
Use Voiceover
Using voiceovers rather than trending music or audio clips engages your client and makes your UGC feel more relatable. You build trust by using narration to lead your audience through an experiential journey with your product as if they are close friends or are in on a secret.
Use This Formula for Winning UGC TikTok Ads
Take the guesswork out of your UGC ads by trying any of the fantastic ad templates available to brands and content creators.
Remember that effective UGC ads typically need the following:
- A great hook– It’s what compels people to stop scrolling and start listening. Ask your creator to film a few hooks—two is fantastic, and 3+ is even better!
- A motivator for finding solutions– Give the audience a moment to relate to the content before jumping into the fix.
- A way out (your brand!)– Introduce your brand’s product or service as the solution to their problem.
- An explanation of the benefits or features of your solution– Describe specific benefits and features.
- An authentic testimonial– Your creator’s voiceover or video (they can provide a few options).
- A CTA– Your audience wants to buy the product. Tell them how to do it!
Try this template:
Example:
Leave It to the Pros
When your target customers become curious about how a product look in real life, whether they actually work as advertised, and if they are worth their money—they’re logging into their social media apps and looking for recommendations from content creators to find out.
By giving your customers access to this information, you can convert curiosity into purchases and see for yourself the significant ROI that UGC advertising brings.
Primer makes it easy. Discover new creators and get ready-to-launch UGC video ads with Primer. Schedule your consultation today.
Proov is a woman-founded startup that invented the first FDA-cleared at-home PdG (progesterone marker) test to confirm successful ovulation. Since developing this first test, Proov has expanded to a wide range of other at-home fertility tests.
Proov’s goal is to help women get more information about their hormones and cycles so they can get to their goals faster, and they wanted video ads to support that.
Because the PDG test is an innovative test that confirms ovulation rather than predicts it, Proov has to provide a significant amount of education for their audience in their ads and on their website. In particular, Proov focused on sharing how their PDG test differs from the standard ovulation test seen in the pharmacy.
Growth is the Name of the Game
As a venture-backed start-up company, Proov needed to maximize their growth. They saw the high conversion of video ads as the solution to getting information into the hands of women trying to conceive while achieving that growth.
Before working with Primer, Proov primarily focused on static ads created by their small, in-house marketing team to educate and empower women during their fertility journey. By 2022, they started making the transition to video ads, which are shown to drive 48% higher sales than their static equivalents.
Like many performance marketers, they struggled to find the resources to create the video ads themselves for the following reasons:
- Their internal design team was small and did not have any video experience.
- They didn’t have prior knowledge to optimize and test video ads at the scale and speed they needed to achieve maximum growth.
- Their small in-house team couldn’t support the volume of creative needed for video ad testing.
Proov knew they needed a partner who could unlock their growth potential and fill a pipeline of stellar, informative creative for video ads and landing pages.
Enter Primer.
Partnering with Primer to Create and Test High-Converting Video Ads
Proov hired Primer in early 2022 to solve this problem of boosting their growth through video ads. Proov wanted to learn how to leverage video ads and landing pages to empower women and educate them about their cycle.
To help Proov build their strategy, Primer shared proven video ads, templates, hook ideas, and what works well with other brands.
Primer’s On Demand team worked as a resource to
- Provide proven concepts that they can easily build from to create high-converting video ads
- Share designs made by growth experts to ensure they are meeting all performance marketing best practices
- Deliver video ads and landing pages in as little as three business days so they can continuously test and find new wins
Using Proven Templates and Themes for Video Ads
Using these templates and examples, Proov was able to jump-start their work with Primer.
According to Maddie Barbera, Marketing Manager at Proov, “When we got off the ground, we had no knowledge of what was going to work and what kind of videos to make, so we thought we should test it all. We used a lot of Primer’s hooks and stacked our queue really long, which taught us a lot about what content works and what doesn’t.”
Proov infused education into their video ads and landing pages using the ideas shared by the Primer team to engage with their “information seeker” persona, women searching for information about their fertility journey. With their long queue of creative in the Primer On-Demand platform, Proov tested different ideas using these hooks and examples to understand what video content works best for their target customers.
Proov quickly learned that what you expect to perform might not always work.
“We had a lot of hypotheses about what content would perform well,” Barbera said, “but we were rarely right. We tried ads about ovarian reserve testing to go up against a competitor, but they totally tanked. Primer taught us a lot about how to educate people.”
After learning and testing, they found that the How It Works template resonated well with their audience and provided the education necessary to move toward a purchase decision.
Template:
Example:
Leveraging Existing UGC Content
Along with learning about what works and what doesn’t, Primer also enabled Proov to leverage their cache of existing UGC content and video testimonials of women getting pregnant with the support of Proov products. Primer, Proov was able to capitalize on this UGC to create ad and landing page content quickly and easily.
The process was simple: Proov simply has to give Primer a script and the vibe of the ad, and Primer’s creative team can splice together UGC and other video content into high-conversion video ads and a partnering landing page.
This process of quickly generating content with Primer’s support allowed Proov’s in-house team to focus their energy on retargeting and structuring their ads according to their customer’s journey rather than spending time learning video and becoming growth-advertising experts.
For example, they found the following sequence resonated with their audience and moved them through the buyer’s journey:
Starting with a “how Proov works” style ad
Retargeting that same audience with video ads that focus on their founder’s story
Ending with a UGC-style ad helped their customers convert
This order of ads appealed to their “information seeker” persona because it started with education about the products, shared a deeply emotional story that gives the brand ethos, and ended with a real woman using Proov products during her journey to conceive.
Education-Focused Landing Pages
Before working with Primer, Proov knew that landing pages would be important, but they didn’t realize just how important they would be to their overall strategy.
Primer helped Proov reach women seeking information about infertility and at-home testing by strategically pairing ads with a landing page that digs deeper, delivers more information to that woman, and persuades her to try Proov at-home tests.
Proov grabs the reader’s attention on this landing page with the question, “Want to Get Pregnant?” coupled with a video showing how easy it is to test with Proov. Then they share a quiz to help women make an informed decision on the right testing product to purchase, a walkthrough of how easy testing can be with Proov products, and testimonials by real Proov users to provide layers of education to their audience.
The best part: Proov found that these landing pages were continuously reusable. After finding the ones that tested well, they updated packaging photos and other images as needed to keep the landing page fresh.
Results: Taking Ad Creative Production from 0 to 100
Before working with Primer, Proov relied solely on static ads produced by their internal resources.
By working with Primer On-Demand, Proov accelerated their video ad creation and now has 60 successful ads and 18 landing pages created by Primer that they can leverage to drive conversions.
According to the marketing team at Proov, working with Primer has “really taken landing page and video production from 0 to 100.”
Want to Partner with Primer?
Primer works to help our partners, like Proov, develop winning ads and scale by handling the process for you, including creative strategy, design, production, reporting, and media buying.
If you need high-quality ad creative with a rapid turnaround, our online platform Primer On-Demand gives you access to videos, images, and landing pages with a proven track record of driving conversions.
Schedule a free consultation with Primer to learn how creative testing can help you script successful video ads.
Let’s say you’ve crafted the perfect paid social ad using proven ad templates. The big question is, now that you have your audience’s attention, how do you get them to take the next step toward making a purchase?
The answer to that lies in your CTA, or call to action.
The most effective CTAs blend into the video or image around them. Yet this may leave you wondering how to write a less overt CTA that still captivates a viewer and converts them into a potential customer.
When it comes to creating video ads that will help maximize growth, we don’t believe you have to reinvent the wheel. Often, great marketing is about using what works and making it fit your brand’s messaging and voice.
Primer has tested thousands of video ads on social platforms like Facebook, TikTok, Instagram, and others, and we’ve learned how to develop a CTA that converts while also feeling organic to the user and native to the social platform.
Why Should You Include a CTA?
Simply put, CTAs drive conversions.
When you end a video ad with a CTA, you’re prompting your audience to make a purchase, learn more about a product, or sign up for a service.
In other words, you convinced your target audience to watch the ad with an attention-grabbing hook and showed them the important details, frame-by-frame, by using a proven video ad template. Your CTA tells them what to do next.
Once your audience is inspired to take action, you can boost your conversion rate by having your CTA lead to a landing page tailored to your audience’s ad experience.
Yet, certain types of CTAs aren’t equally effective on all social platforms. In fact, on some platforms, a CTA done wrong can appear out of place for users.
Take TikTok, for instance.
Did you know TikTok ads that blend into the native content of the platform perform much better than those with a prominent CTA?
That’s because TikTok audiences are likely to click away from ads that feel like ads. Users quickly spot and move on from ads that go heavy on branding and a more traditional, overt ad-style presentation.
In these cases, it’s better to let users find their way to the product organically by matching the style of the platform. For instance, you can convert on TikTok by adopting a single-influencer UGC style, avoiding ending with brand cards and overt CTAs, and leaning into native elements of TikTok in your ads.
CTAs That Convert
Regardless of the social platform where you’re running your ad, a CTA should feel organic to the user and native to the social platform. That’s where we come in.
Check out these 25 examples of CTAs Primer has developed that are proven to convert.
Native Style
As we touched on above, users on platforms like TikTok are fast to click away from ads that feel overproduced and non-native. On the flip side, a native-style ad mimics the elements used on a specific platform, like text and colors, trending sounds and music, and a video format consistent with other users who post on the platform.
- No CTA included (a purely native-style ad).
- End with a search bar. Start your ad with a user searching Google and end with a CTA that is your search term.
Search Bar Example:
UGC Style
A UGC content format is a way to personalize your ads by using creators and UGC ad templates to give them an organic feel. Continue that user voice in the CTA. Test including the CTA both in text on the screen and in the voiceover. We find that using just in the voiceover is powerful, like in the example below, because it feels more like a user’s unique point of view.
- Give [brand] a try. (Great in a customer or creator’s voice: “Definitely, give State Bags a try!”)
- Go check out [brand]. (Another good one for a creator’s voice)
- Don’t sleep on [product]. Order today!
- Don’t waste any more time. Give it a try.
UGC Example:
“Get Started!”
Inspire your audience to act by showing them how simple it is to take the first step with your brand.
- Get started with [brand].
- Get started for [price].
- Get started online.
Problem/Solution Oriented
Highlight a problem or problems your audience might have, or offer solutions to problems they didn’t know existed.
- Fix your [problem].
- Are you ready to let [brand] [solve problem] for you?
- Discover your [solution] today. (Example: Discover your custom lawn plan today.)
- Upgrade your [problem area] today. (Example: Upgrade your outdoor space today.)
- Kickstart [solution] with [brand] today. (Example: Kickstart their reading progress with Ello today.)
- Order [product] today and get [benefit]. (Example: Order a Zen One bundle today and get better sleep in 1-3 nights.)
Fix your [problem] Example:
Promotional/Freebie
Everyone loves to save money on a good deal. Offer your audience a promotion that’s free or discounted, such as a membership, shipping, or money off their purchase.
- Sign up for free today.
- Free shipping (use the CTA to communicate a special offer).
- Get your free [offer/analysis/quiz results].
- Give it a try for just [price].
Free Shipping Example:
Product-focused
Using product-focused ad templates and content is a great way to build up to a CTA that drives home the message about your product.
- Find your perfect [product/attribute].
- Discover [product] just for you.
- Start searching. (This one is great for marketplaces or stores with multiple SKUs where you’re communicating to a wide variety of consumers.)
- Sign up for your first [product] today. (This CTA is effective for subscription brands.)
- Find yours today. (Note that this CTA should be used in voiceover and not in the text on the screen.)
- Say 👋 to [brand].
Say Hi to [brand] Example:
Beyond Ad Templates: How Primer Helps Drive Growth
Using these CTAs in your ads can help drive conversions and boost growth, and they can be easily incorporated into one of Primer’s tested and proven video ad templates.
Remember, hypergrowth marketing is all about using what you already know works to build winning ads!
Beyond offering a range of ad templates to craft high-converting social ads, Primer gives you the tools to keep pace in a rapidly evolving marketing landscape. We help our partners develop top-performing ads and scale them effectively through rapid, high-volume testing of your videos and social ads. This gives you the insights to tap into current trends, iterate top-performing ad content, and maximize your growth.
Primer handles the process for you, including
- Creative strategy
- Design
- Production
- Reporting
- Media buying
Schedule a free consultation with Primer to learn how creative testing can help you create successful video ads with CTAs that will take your brand’s growth to the next level.