Holiday season is just around the corner, and for most businesses, Black Friday and Cyber Monday (BFCM) are crucial for revenue. However, it doesn’t have to stop there – “fifth quarter” or Q5, beginning after Christmas and stretching into January, holds just as much potential. 

To make the most of these peak periods, you need a well-crafted strategy. Here are five powerful tactics to ensure your seasonal growth marketing plan succeeds during both BFCM and Q5.

Why are seasonal campaigns so important?  

A structured seasonal marketing campaign is key for brands aiming to boost revenue during Black Friday, Cyber Monday, and Q5.

Seasonal campaigns tap into heightened consumer spending behaviors, capitalizing on a sense of urgency and relevance that naturally comes with holidays and major events. By aligning your offers, messaging, and timing with these moments, you create a perfect storm for increased conversions, customer engagement, and brand visibility.

1. Define your Seasonal Offer

You may already know this, but the first step to prepare for any seasonal event is defining your offer. 

Whether it’s Buy One Get One (BOGO), 30% off, or a limited-time product bundle, the offer should appeal directly to your target audience. The key is making your deal both compelling and relevant to the season.

For Halloween, you might offer “spooky” limited editions, while Thanksgiving sales could focus on gifting bundles. During BFCM, aggressive discounts and flash sales often drive the most conversions, but it’s essential to tailor your promotion to your brand’s strengths and customer expectations.

But how do you know if your offer is the right one? Start by looking at past performance. You can also conduct A/B testing to see which offers generate the highest engagement and conversions before the full launch. It’s also important to analyze your customer behavior, preferences, and feedback. This will give you the insights needed to refine your offer and ensure it’s positioned to meet your goals.

However, even if you don’t have a special seasonal offer, you could position your evergreen offers or bundles as a Holiday Sale. 

2. Understand your Audience

Holiday season is the time to convert customers, so it’s essential to understand what your audience is seeking during the season. 

Start by defining your audience’s level of awareness and sophistication regarding your product or service. Are they already familiar with your brand, or are they new customers? This information is vital for structuring your messaging, offers, and selecting the right creative framework for your growth marketing campaign.

Remember that in Q4 and Q5 the goal is to drive as many sales and revenue as possible. To maximize your budget, focus on audiences who already have a degree of awareness about your product or brand. Most Aware, Product Aware and Solution Aware audiences are the ones you should spot on. And for Q5, you may also want to target Problem Aware audiences, since they are constantly looking to solve a problem and your product may be a solution for them. 

Understanding your audience will allow you to tailor your campaign to meet your customers where they are in the buying journey, increasing the chances of conversions.

If you don’t know where to start, check out our Video Ads Frameworks, in which you’ll find a framework for each level of awareness and sophistication. 

	Unsophisticated	Moderately Sophisticated	Highly Sophisticated	Innovators & Early Adopters
Unaware	Educate them about the problem	New trends, subtly introduce solutions	Position yourself as the leader	Push disruptive innovation
Problem Aware	Define the problem, offer solutions	Show how your solution is different	Provide proof of results	Tie your solution to industry trends
Solution Aware	Focus on your unique value	Differentiate from competitors	Prove your product is the best	Position as the most advanced option
Product Aware	Simple, direct CTA	Compare your benefits to competitors	Build trust with testimonials	Highlight your product’s innovation
Most Aware	Create urgency	Reinforce your brand dominance	Offer exclusive incentives	Appeal to their desire for the newest and best

3. Prepare High-Impact Creatives

The next step is preparing your creatives. 

You have the offer, you know your audience. Now you have to put it all together and create high-impact creatives that will drive conversions.  

Remember that there is a lot of competition this time of the year, so your ad creatives need to stand out of the crowd.

Here are some good practices to keep in mind while crafting high-converting creatives:

• Start with a strong hook: the first 3 seconds are crucial for any video because that’s when you capture attention. A strong hook not only grabs attention but sets the tone for the rest of your messages. Looking for fresh, effective hooks? Here are 101 proven hooks that will boost your conversions. 
• Match your creatives to the season: align your visuals and messaging with the seasonal event aesthetic. Use relevant colors, imagery, and themes to connect with the holiday. Remember to keep it native to fit in with the rest of the viewer’s timeline. Pro tip: use seasonal emojis for extra attention (🎄🎃🔥) 
• Use UGC: incorporating UGC into your campaign adds authenticity and relatability, helping build trust with your audience. When potential customers see real people engaging with your product, it creates social proof and makes your brand more approachable.
• Create a sense of urgency: create a reason to act immediately. Offer a limited-time offer or limited availability of your product, you can also use countdowns to increase the sense of urgency. Try frameworks like FOMO, SUE, SUUB and more, these frameworks emphasize the need to act now. 
• Incorporate strong CTAs: 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 and most importantly, it has to drive action to the consumer. Check out these 25 examples of CTAs Primer has developed that are proven to convert.
• Test more, win more: At Primer, we launch new tests every two weeks. This testing cadence gives you enough time to find wins and pause mediocre ads before launching something new. Try out this methodology to improve your creative testing. 

Pro tip: Iterate your winners by making different variations. Test different video formats and copy combinations before BFCM to optimize for performance.

🔥Hot tip: Running DPA ads on Meta? Adding masks is one of the easiest ways to find BIG holiday wins. Keep them simple and scannable, preferably paired with a consistent image layout so you know you won’t be blocking any key product elements.

4. Optimize your Landing Page 

Now you have a great offer, you’re targeting the right audiences and your creatives are on point but… what if they don’t convert? 

Before a big event like BFCM, it’s critical to ensure that your landing page is fully optimized. Even the best offer and creatives won’t deliver results if your landing page doesn’t provide a seamless experience.  It’s not just about optimizing technical aspects like loading speed and a frictionless checkout process; your landing page also needs to address your visitors’ questions and emphasize the product’s benefits effectively.

Did you know a  landing page has 8 seconds to convert? From the moment your page loads, every element must be crafted to drive conversions quickly and effectively.

Here are some critical elements to consider when building a high-performing landing page.

• Clear & specific headlines written to address core BDQs (buyer decision questions): BDQs 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.
• Clear CTAs that are above the fold and in each section: guide users toward the desired action, whether that’s making a purchase, signing up, or requesting more information.
• Mobile and desktop optimization: ensure your landing page is designed for both mobile and desktop experiences. Many users will access your site from various devices.
• Easily scannable page with paragraphs with limited text: use concise paragraphs with a maximum of three lines to enhance readability and allow visitors to quickly grasp key points.
• Consistent design elements: maintain uniformity in fonts, colors, sizes, and spacing throughout the page to reinforce brand identity.
• Highlighted Value Propositions: clearly showcase what sets your product apart from alternatives and competitors, whether it’s personalization (e.g., “customized for your lawn”), convenience (e.g., “skip a trip to the doctor”), or innovation (e.g., “AI-generated skincare”). 
• Social or press proof: include testimonials, user reviews, or press mentions to build credibility and trust with potential customers.

For seasonal events, remember to be consistent between your landing page and your ads. Do not only follow the same aesthetic, but also deliver on the promises you make in your ads. 

5. Don’t Forget About Q5

One of the biggest missed opportunities for brands is overlooking the potential of Q5. The Q5 period, spanning from the day after Christmas through January, is often underestimate  but can be just as profitable as Black Friday and Cyber Monday. During Q5, consumers are eager for change. They embrace New Year’s resolutions and self-improvement goals, and looking for ways to upgrade their personal and professional lives.

For brands in niches like health & wellness, fitness, finance, telehealth, B2B, and other sectors that help consumers improve their day-to-day lives, Q5 is a golden opportunity. With ad costs often dropping after the holiday rush, it’s an ideal time to maximize your marketing budget and capture a more engaged audience at a lower CPM.

When CPM drops due to lower competition, you have a unique opportunity to increase your ad visibility without increasing your spend. This translates into more impressions, greater brand awareness, and a higher chance of engaging both potential and current customers.

To make the most of Q5, align your offers with consumers’ renewed focus on their goals. Launch campaigns for post-holiday deals, subscription services, or special bundles that match their aspirations for the new year. For industries outside of these niches, Q5 is still an opportunity. Use it to roll out fresh messaging that speaks to personal growth or professional success, helping consumers see how your product or service can bring positive change.

By incorporating Q5 into your seasonal growth marketing strategy, you can extend the gains of BFCM well into January, capitalizing on this high-conversion, lower-cost period. A strong Q5 strategy transforms what’s often considered a post-holiday slowdown into a critical revenue-driving period, setting your brand up for success into the new year.

Ready for the Holidays? 

There’s plenty to do, but thankfully, there’s still plenty of time to do it. If you need any assistance in your holiday planning, that’s what we’re here for. Need some extra hands to get all of your ad creative produced on time? 

Your Growth Marketing Team: Partnering with Primer means we take care of everything—strategy and planning, production, reporting, and optional media buying—to achieve your growth objectives. You can focus on your business while we deliver the results.

Creative On-Demand: Access a subscription-based marketing creative platform to request UGC, videos, images, and landing pages crafted by top marketing creative strategists and designers who understand what drives conversions.

Get in touch today »

When you hire Primer, you don’t just get a growth marketing agency. You get a full-stack growth marketing team. We consider our agency clients “partners” because your goals become our goals and we work closely to achieve them together.

The testing methodology we rely on for your growth requires quick action, close management, and a lot of creative, which requires a full team. That’s why each agency partner doesn’t just get one marketing manager, they get an entire Primer growth marketing team that’s dedicated to their success.

Here are all the new team members you get when you hire Primer:

 

Vice President of Paid Media

The Vice President of Paid Media on your Primer team oversees all your marketing efforts and long term business goals and needs. This person works with you to establish a forward-vision of where you need your business to go and how ad campaigns can help you get there. With your vision defined, they will then work with the Director of Paid Media to strategize more immediate needs on an ongoing basis to ensure we reach your long term goals.

Director of Paid Media

You’ll have a Director of Paid Media overseeing your account strategy along with immediate business needs. This person is invaluable as he or she can provide an immense amount of insight into the direction you could take with your ad strategy. The Director has eyes and ears into a wide range of businesses, constantly learning from what is or is not working, and applying those insights to help you win.

 

Growth Marketing Manager

In addition to the Director, you will meet with your  Growth Marketing Manager every week to discuss performance, insights, and goals. Your Manager handles the execution of the immediate marketing strategy that you determined with the Director of Paid Media. The two of them will be your closest team members at Primer. The Growth Marketing Manager works closely with the Creative Strategist to execute on your immediate goals.

Creative Strategist

The Creative Strategist will help translate higher level goals into specific creative assets, taking into account current trends in footage, text, audio, music, etc., and optimizing for all the different ad platforms and mediums. They will create a strategy for the creative of a campaign, put together thorough creative briefs, and assign the designs out to our team of graphic designers, video editors, or landing page designers.

 

Graphic Designers, Video Editors, and Landing Page Designers

At Primer, we know the pathway to growth is great creative and a lot of it. With the creative we produce for partners held to very high standards, you can be sure that you’re getting high-quality creative in a short turnaround time from top-notch designers. With our partnership relying so strongly on creative, the design team you get has been rigorously vetted. Our designers and editors have decades of experience, degrees from design institutions, and/or have held employment at leading brands. To learn more about the design team, check out The Team Members You Get with Primer On-Demand.

 

Creative Director

This person is the final gatekeeper on your ad creative, ensuring that what we’ve produced for you is on-brand and performance-driven. As an extension of your team, your Creative Director knows your brand guidelines inside and out and oversees the brand identity, look, and feel of every single asset. Every design goes through a quality assurance check by the Creative Director before being delivered to you for review.

Ready to Expand Your Growth Marketing Team?

Consider Primer as your centralized growth marketing team. With an agency team of over 6 people dedicated to the success and growth of your accounts, you can be sure that you’ll be poised for growth far quicker than going solo.

“We really depend on Primer as an extension of our team. Their strategic input and deep knowledge in direct marketing is essential to our growth.” – Zach Phillips, Co-Founder of Nom Nom

If you’re ready to expand your team, schedule a call today!

 

A few weeks ago, Primer On-Demand had its public beta launch. Primer On-Demand is a platform that allows you to get high-quality creative assets designed for conversion and produced by our creative team in 2 to 4 business days. We’re excited to share our first external product update!

Here’s a look at some updates we made to make Primer easier than ever for you.

Introducing The New Dashboard — With In-Primer Messaging and the Activity Feed

Recent Activity Feed

Previously, customers would only receive emails about the status of their creative requests, any lingering tasks they have, or questions from our team. Then we realized – you need to be able to see all of your Primer updates, tasks, and conversations in one place. This new dashboard puts some crucial workflows right at your fingertips:

• Message Board
• Your Tasks
• Activity Feed

Now you don’t have to switch back and forth between email and Primer to know what’s going on in your Primer projects. Let’s dive into each feature.

Messaging

Now you can message your Primer team with any questions , right from the dashboard.

Have a question about a request you’re putting together? Need a change to your required or optional reviewers? Want to communicate something to the Primer team, but not sure the best place? Send the team a message from the dashboard!

Recent Activity Feed

Quickly get up to speed with everything you, your team and Primer are doing within your Primer project. Click the › to go to the relevant item, or hover over the dot on the left to check the timing.

Your Tasks

In one glance, see if you have any outstanding reviews waiting for you. 

Comment Notifications

When a creative request is in the review stage, there are usually multiple reviewers. It can be hard to keep track of the comments that are added via email notifications, which is how it worked previously.

So we’ve added some in-app comment notifications so you always know when there are comments from teammates or Primer.

Click the bell to view the notifications. Click the › to see the comments. You can also mark notifications read individually or mark all as read.

We even added comment counts and a subtle red dot to indicate you have unread comments on a request. This is helpful when viewing projects from the Creative Requests page.

Referral Thank You Gifts

Thanks to everyone who has shared Primer On-Demand and/or Agency with their friends and colleagues. We really appreciate all the kind words. 

We’d like to send both you and our new partners thank you gifts for the referral. Your Primer rep should already be in contact, but please reach out if you haven’t heard yet or are interested in sending referrals soon!

Thanks For Reading!

If you’re interested in Primer On-Demand, click here to learn more and get started. 

Already a customer and want to send your feedback or ideas for improvement? Let us know by emailing brady@goprimer.com.

If you’ve heard about Primer On-Demand and/or the testing methodology we use to run our partner’s ads, you might be wondering, “is this an agency or a product?”

The answer: both!

At Primer, the name of the game is growth. That’s why we’re the go-to hypergrowth marketing company for brands that need to scale fast. But that can look a bit different to different companies depending on their needs.

Our agency partners and our internal creative and growth teams all use the Primer platform to manage our partner’s ads, creative requests, and creative workflow. However, even companies that want to continue running their own ads can buy Primer On-Demand to get unlimited creative produced by our team.

Is Primer an Agency? 

Yes! On the agency side, we help brands grow fast through paid social advertising and top-notch ad creative. Primer started as an agency and has been in the business for almost 10 years.

When you test more, you win more. That’s why we test more than anyone to find the best images, videos, copy, audiences, and landing pages to continuously hit your growth goals on each individual channel. 

Our creative team designs creative assets tailor-made for growth, while our growth team manages your entire experimentation process to ensure you’re making the right moves with your ad spend. You can expect:

• Rapid-fire testing
• Custom landing pages
• Continuous pipeline of ads
• Full-service account management

All you do is sit back and enjoy the wins, like these happy clients (view case studies).

Is Primer a Product?

Yes! Primer On-Demand is a software platform that allows you to get high-quality creative assets designed for conversion and produced by our creative team in 2 to 4 business days.

The biggest growth lever is ad creative, so companies interested in growing fast need a lot of great creative to test. Unfortunately, it’s hard to build a continuous pipeline of high-quality assets in house. So, we built Primer On-Demand.

Primer On-Demand was initially used to simplify the creative workflow between us and our partners, while also simplifying the ad management process by bringing it directly into the app. But now, all companies can use Primer On-Demand to build their creative pipeline (even those that want to keep their ad management in-house)!

Brands love it because they can make unlimited requests for creative assets that are focused on conversions, whether images, videos, or landing pages, and get them back fast. They can then easily make edit requests if needed and get final deliverables all within the app.

Learn more about Primer On-Demand.

Interested in the agency or product?

Whether you want to grow fast with our agency’s rapid-testing process or get a constant flow of creative that’s designed to convert, Primer can help. 

Get started with Primer On-Demand here. To book a growth consultation for full-service management, click the button below.

 

So you’ve created ads with killer click-through rates. But your conversions just aren’t there.

This likely indicates that your landing pages aren’t working for your audience.

The landing page has one job: SELL fast.

Within SECONDS, the user will determine if this product is: 

1. A fit for them 
2. Will solve their urgent need

Tip: Some users will leave the page before they even see your content. This is generally because of slow loading speeds. Make sure your page is optimized for both speed and multi-platform use (mobile, various browsers, different screen sizes, etc.) so that they actually get to read your great content distraction-free. Check your page load speed for free on Uptrends.

According to Wordstream, the average landing page CVR is around 2.35%, with the top 25% of pages converting at 5.31% or higher. 

Here’s how to create landing pages that will convert customers and improve ad performance.

 

5 Essential Elements for a High-Converting Landing Page:

1. Speak directly to your customer persona

• Write in a conversational style 
• Talk TO them by using the word “you” or “your” (or “my” in a CTA) 
• Address major questions and objections about signing up to, paying for, or using your product/service (e.g. to emphasize how easy your site is to use, you could say: “Sign up in 30 seconds!”)
• Tailor the language to feel relevant to the person you are speaking to

2. Address Their Urgent Need

• Why is the consumer looking for your product right now?
• Address their urgent need above the folder in the header (so they don’t  have to scroll to discover something that interests them)
• Refer to their customer persona to ensure you’re answering the questions they will need to ask before making a purchase

3. Give Them Specifics

• Add numbers, data, quantities to create specifics around the benefits 
• We’ve found that data acts as a more compelling hook than more generic headlines. If your company doesn’t have any studies that reference your product specifically, try pulling data from industry-wide research (e.g. 23% of adult women experience acne). Then, posit your brand as a solution to that problem. 

Discover more ways to draw readers in with copy hooks

4. Make the CTA Actionable

• The CTA should reflect the next actionable step in the purchase 
• The consumer should know exactly what comes next 
• It should be specific to them and the action they take on the page 
• Ensure there is a CTA button above the fold on both desktop and mobile
• The shorter the better: we want the CTA to be clear and quickly read

5. Make Headlines Scannable

• Users don’t read, they scan: Studies showed that only 16% of users read word-by-word and realistically only read 20% on the page 
• Limit your copy to no more than 3 lines of copy per section, which should be scannable within 2-3 seconds
• Use short, to-the-point headlines 
• Communicate your key points in the headlines

 

7 Creative Ways to Share a Lot of Info

In order to perform, landing pages should be easily scannable and clear, but sometimes your copy has to do a lot of work to address a customer’s key buyer decision questions. 

That’s where creative layouts come in. You can use design elements to make a lot of content feel less overwhelming.  

1. Buttons that Reveal Content

Great for: Multiple products, many features

2. Press Testimonials in Logo Bar

Great for: Very short quotes that add credibility and/or support your theme

3. Scannable Comparison Table

Great for: Products or services with many features; Brands in a competitive space; Subscriptions 

4. 50/50 Visual Comparison

Good for: When you want to showcase the key product benefits and contrast them to an alternative option (works great when it’s against a concept instead of a direct competitor). 

5. Testimonial Slider

Good for: Brands with many customer testimonials. 

Only show one testimonial at a time and either have them auto-play cycling through or have manual buttons/arrows for users to select to see the next. 

6. Use an Educational Video

Good for: Medical brands or brands with many “fine print” details or a steep learning curve on their product use 

Instead of adding in-depth instructions on your landing page, consider creating an instructional video, which you can either embed on your landing page or make available for anyone who wants the in-depth information. 

7. Ingredients Slider

Good for: Medical, beauty, and food products 

If you need to showcase detailed information about ingredients or elements of a product, consider hiding details until a user clicks on a certain element. 

* * *

At Primer, we know how important landing pages are to overall ROI. That’s why we include landing page design and development in all our creative testing. 

See more examples of top-converting landing pages on our landing page gallery. 

 

Have you ever heard that your ads are only as strong as your buyer persona? …You mean, that’s not something commonly discussed at dinner tables? Never fear! This is the article for you. We’ll break down what buyer personae are, why they’re useful, and why they’re crucial for creating ads that attract customers and help your business hit its goals. 

(more…)

Yesterday’s “hacks” to account performance are long gone. The days of narrowly targeting interest-based audiences or fine tuning your ad budgets have been replaced by the digital ad platform’s algorithms. In Facebook’s and TikTok’s attempts to level the playing field for advertisers, they have essentially removed the ability to fine-tune your ad account to optimal performance. Today, the greatest lever that is available to growth marketers is ad creative. With high-volume creative testing, you are able to find new levels of efficiency and growth.

At Primer, we use a creative testing process called The Outlier Method. Our goal is to find the ads, audiences, and landing pages that rise to the top above all the others and focus on scaling those wins to create a healthier, stronger account. In this method, great ad ops can only take accounts so far. To get ads over the finish line and into the “win” zone, high-volume creative testing is key.

The Magic of High-Volume Creative Testing

There is only so much account management and restructuring you can do to optimize an account—especially as Meta, TikTok, and Google take more control out of the hands of the marketer and deliver it unto the almighty algorithm. Gone are the days of being able to slap together a few rushed ideas, make a couple of tweaks in platform, et voila… your campaigns are humming along with a positive ROI. 

If only it were still so simple.

The digital landscape is now more crowded than ever, and costs are constantly rising. In order to be successful, you’ll have to stand out from the crowd—and to do that, you need creative that connects with your audience and gets potential customers to convert. 

This is why high-volume creative testing (i.e., launching many ads with new creative against your go-to top performers) is such a crucial part of a successful paid media strategy. 

The Case of 2 Accounts

Below we’re going to lay out two types of accounts. One doesn’t test new creative regularly and the other does. Can you guess which one is healthy and hitting goals? Let’s find out.

Account #1:

Prioritizes “Scrambling” and “Account Optimizations”

• Priorities always given to daily and deep-dive account management
• Creative briefs are always rushed. Copy no one would ever say out loud BDQs aren’t answered in videos or LPs. Turned in late or over the weekend.
• Constantly wasting time on extra meetings and comms with the partner b/c the account hasn’t improved in since the start
• Just treading water 🦆

Account #2:

• Prioritizes the creative brief and creative reviews
• Learns from each creative test
• Invests now for a payoff in 2-3 weeks.

As we can see from above, the account that is regularly testing new creative, learning from those tests, and then continually building on the learnings will eventually reach its aggressive CPA goals. Whereas the account that relies purely on ad optimization is “treading water” and will have a hard time unlocking new wins to hit its goals. 

At the end of the day, garbage in equals garbage out.

How it Works: Otter.ai Case Study

Let’s take a look at how this works—with a real example from one of our successful partners. 

Otter.ai is an automated note-taking app that uses artificial intelligence and machine learning to help users boost productivity in meetings, lectures, dictation, and more.

Otter.ai came to Primer with the goal of growing their customer base and scaling ad spend while improving their cost per acquisition. By implementing an aggressive creative testing strategy, we were able to scale purchase volume by 60% while decreasing CPA by 13% over a 3 month period.

Otter.ai’s previous creative strategy used language and visuals common in the tech world. They were blending in where they needed to stand out. By testing large amounts of copy, visuals, and landing pages, we pushed creative boundaries to the edges of their brand guides to find new scroll-stopping ways of appealing to the customer.

We aggressively tested creative at high volumes and found outliers that resonated with the audience, including retro imaging, videos showcasing the software, and testimonial copy. After finding these outliers, we quickly scaled various combinations of winners to build a large stable of ads that could maintain a strong CAC while actively scaling spend.

The Thought Process

Like most data-driven ventures, we began with the tenets of the scientific method: We started with an educated hypothesis, then took what we learned from that test and built upon it — then repeated A LOT ‘til the cows came home.

Here are some of the insights we discovered in our tests and how we scaled them to hit Otter’s goals: 

Pop-Art Images

Since we believed the isometric images so similar to other tech companies that were previously used in the account were blending into viewers’ feeds, we tried a new pop-art/retro style paired with copy we had previously seen perform well. This resulted in 3 quick wins. Based on these wins, we tried a similar art style with animals in an office environment and got even more wins. After that, we routinely included pop-art-style graphics into every creative brief and new test, looking to keep up performance momentum, even as we tried out new copy concepts.

Blue Backgrounds

In our pop-art image test, we noticed that of the 10 images in the creative sprint, the 3 winners all had a blue background. This led us to keep increasing the amount of images that had blue backgrounds every sprint. After doing so for a while, we deduced that blue outperformed all other colors and used it for the majority of ads.

Copy

Copy focused on “manual notes” and associated pain points had always worked well in the account, so we tested copy that was the inverse—what did Otter offer in relation to manual notes? Tapping into BDQs led us to unlock new key phrases like “boosting productivity” and “time-saving automated notes,” which consistently performed well—both in headlines and various body copy. 

Quiz Landing Page

We communicated to the partner that we had seen a lot of success with quiz-style landing pages in other accounts. We built a new quiz page around the new imagery and messaging we had seen working in the ads. This landing page led to a 65% increase in conversion rate. (You can find more examples of Primer’s top performing landing pages here.)

Retargeting

Using all our learnings from top of funnel (TOF) prospecting advertising, we rebuilt Otter’s retargeting campaign with the addition of middle of funnel (MOF) messaging. This unlocked massive gains, reducing retargeting CPA by 43%.

Better Creative Testing for ANY Vertical

If you’re looking to make great improvements to your marketing campaigns, aggressive creative testing is one of the best ways to do that. Taking the time to optimize which imagery and messaging attracts your target customer will help drive purchase volume, lower acquisition costs, and scale your paid media in ways that would be nearly impossible to achieve otherwise. 

If you’re looking for a guide on your paid media journey, consider our full-service marketing strategy, creative development, and account management solutions. 

Find out how you can start hitting goals with our high-volume strategy in a growth consultation.