Most Aware and Highly Sophisticated audiences are among the most challenging to convince that you’re their best solution. However, if your video ads are well-crafted, they are highly likely to convert quickly. Skincare, Fitness Equipment, Health & wellness supplement products often are targeting these audiences. This audience is bombarded with dozens of ads for skincare and collagen supplements daily.
As growth marketers, you’re constantly battling to improve your conversion rates, hook rates, CTR, ROAS, and CAC.
Today, we’re diving deep into five powerful video ad frameworks. With these frameworks, you will craft winning ads to convince these highly aware prospects you are the best product to solve their problem and buy now.
The Challenge: Converting the Converted
Picture this: Your audience knows your product inside and out. They’re familiar with your competitors, and they’ve probably watched dozens of similar ads. How do you convince them that your product is the crème de la crème and that now is the perfect time to hit that “Buy Now” button?
It’s time to level up your video ad game. Let’s explore five frameworks that will help you break through the noise and speak directly to your savvy audience.
| Framework Finder | Highly Sophisticated |
| Most Aware | Frameworks: FABU, SUUP, TEU, FOMO, SUE
Highlight the advanced features and superior performance of your product. Offer personalized demos or consultation sessions |
1. FABU: Features – Advantages – Benefits – Urgency
The FABU framework is your secret weapon for showcasing your product’s unique selling points while creating a sense of immediacy or sophistication. Here’s how to identify where they are and what messaging will drive results:
- Features: Highlight what makes your product stand out.
- Advantages: Explain why these features matter.
- Benefits: Show how these advantages improve the customer’s life.
- Urgency: Create a compelling reason to act now.
Why it works: FABU addresses the “what’s in it for me?” question that sophisticated audiences always ask. By clearly articulating the value proposition and adding a time-sensitive element, you’re giving them a reason to choose your product over competitors.
Example: Imagine you’re selling a smart water bottle. Your FABU ad might showcase its precise temperature control (feature), explain how it keeps drinks at the perfect temperature for hours (advantage), demonstrate how it enhances hydration and productivity (benefit), and offer a limited-time discount (urgency).
| Section | Element | Captions & Stickers | Voice Over | Footage |
| 1 | Hook | |||
| 2 | Key Features | |||
| 3 | Advantages/Unique Selling Points | |||
| 4 | Benefits | |||
| 5 | Urgency | |||
| 6 | Call To Action/Outro Hook |
2. SUUP: Scarcity – Urgency – USP – Proof
SUUP is all about creating desire through exclusivity and backing it up with solid evidence.
- Scarcity: Emphasize limited availability.
- Urgency: Highlight time-sensitive offers.
- USP: Showcase your Unique Selling Proposition.
- Proof: Provide evidence of your claims.
Why it works: Sophisticated audiences are skeptical by nature. SUUP addresses this by not only creating desire through scarcity and urgency but also substantiating your claims with proof.
Example: For a limited-edition skincare product, your SUUP ad could showcase the limited quantity available (scarcity), mention a 24-hour sale (urgency), highlight its patented formula (USP), and feature before-and-after photos or testimonials from dermatologists (proof).
| Section | Element | Captions & Stickers | Voice Over | Footage |
| 1 | Hook | |||
| 2 | Scarcity | |||
| 3 | Urgency | |||
| 4 | Exclusivity or Unique Selling Points | |||
| 5 | Social Proof | |||
| 6 | Call To Action/Outro Hook |
3. TEU: Transformation – Exclusive – Urgency
TEU focuses on the emotional journey and the exclusive opportunity your product offers.
- Transformation: Show the before and after.
- Exclusive: Highlight what makes your offer unique.
- Urgency: Create a reason to act immediately.
Why it works: TEU framework with the emotional journey and exclusive opportunity your product offers can be highly effective in capturing the attention of sophisticated audiences. By showcasing the transformation your product can bring, highlighting its unique features, and creating a sense of urgency, you can compel your audience to take immediate action.
Example: Imagine promoting a productivity tool by emphasizing how it has helped thousands of professionals 10x their output and urging them not to let their competition get ahead. Joining the productivity revolution today becomes an irresistible proposition for sophisticated audiences too.
| Section | Element | Captions & Stickers | Voice Over | Footage |
| 1 | Hook | |||
| 2 | Transformation | |||
| 3 | Exclusivity or Uniqueness | |||
| 4 | Urgency | |||
| 5 | Call To Action/Outro Hook |
4. FOMO: Fear Of Missing Out
FOMO is particularly effective with sophisticated audiences who pride themselves on being ahead of the curve:
- Create a sense of exclusivity or limited opportunity
- Showcase what others are gaining from your product
- Imply the potential regret of not taking action
Why it works: Even the most rational consumers can be swayed by the fear of missing out on something valuable. When done tastefully, FOMO can be a powerful motivator.
Example: A luxury travel company could use FOMO by showcasing exclusive experiences that are booking up fast, with testimonials from satisfied customers who got in early.
| Section | Element | Captions & Stickers | Voice Over | Footage |
| 1 | Hook | |||
| 2 | Trend or Popularity Statement | |||
| 3 | Showcase Demand | |||
| 4 | Product Intro | |||
| 5 | Unique Selling Point | |||
| 6 | Urgency | |||
| 7 | Call To Action/Outro Hook |
5. SUE: Scarcity – Urgency – Exclusivity
SUE combines three powerful motivators to create a compelling call to action.
- Scarcity: Emphasize limited availability
- Urgency: Create time pressure
- Exclusivity: Highlight the unique or privileged nature of the offer
Why it works: This framework creates a perfect storm of motivation, appealing to the sophisticated audience’s desire for unique, valuable opportunities.
Example: A high-end tech gadget could use SUE by offering a limited number of devices (scarcity), available for pre-order for just 24 hours (urgency), with exclusive features not available in the regular release (exclusivity).
| Section | Element | Captions & Stickers | Voice Over | Footage |
| 1 | Hook | |||
| 2 | Scarcity | |||
| 3 | Urgency | |||
| 4 | Exclusivity | |||
| 5 | Call To Action/Outro Hook |
Putting It All Together
Each of these frameworks offers a unique approach to engaging your sophisticated, most-aware audience. The key is to choose the framework that best aligns with your product, brand, and specific campaign goals.
Remember, the power of these frameworks lies not just in their structure, but in how you execute them. Be authentic, provide real value, and always respect your audience’s intelligence.
Start implementing these frameworks today and watch your conversion rates soar.
Get Video Ads with These Frameworks Crafted By Growth Experts
In the competitive realm of DTC marketing, these frameworks serve as your secret arsenal for engaging even the most discerning and informed audiences. By mastering and utilizing FABU, SUUP, TEU, FOMO, and SUE, you’re not merely selling a product—you’re creating captivating stories that resonate with your audience’s needs and aspirations.
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
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.
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!
So you’re in the market for an online platform to get ad creative designed for you. That’s what Primer is for. But naturally, there are similar options out there that do things a bit differently, serve a different type of company, and/or have a different price point. Let’s dig into how Primer On-Demand differs from one major competitor: No Limit Creatives.
Ad Creative Platform Comparison
What are they and what are they for?
Primer On-Demand is a platform that allows you to get high-quality ad creative designed for conversion and produced by our creative team in 2 to 4 business days.
It is for building a continuous pipeline of conversion-focused creative for paid social ads.
No Limit Creatives is a platform that gives you access to their design team to produce a variety of marketing content in 1-4 business days. They have 4 different plans, but their “Graphic & Video” package is the only one that’s comparable to On-Demand.
Rather than serving a particular niche, it is for getting various types of marketing designs produced as needed.
How Do They Work?
Both work in a similar way:
- Request an unlimited amount of marketing designs directly through an online platform.
- Get paired with the right designer for your unique request.
- Receive your creative back in 1-4 days after it passes a quality assurance check. Request revisions if needed.
There are some differences. When requesting edits, Primer On-Demand provides an easy-to-use review studio within our platform where you can make markings and leave comments in specific places. It makes giving feedback a breeze – much better than only using words over email.
What’s Included?
Primer On-Demand includes:
- Image Ads
- Graphic Design
- Custom Illustrations
- Video Ads
- Videos (image compilations, UGC, etc.)
- Custom Animations
- Fully hosted Landing Pages
What’s not included in Primer On-Demand?:
- General marketing design that is not tied to a specific growth goal
- Creative designed for physical applications (signage, presentations), including:
- Print graphics
- Logos
- Branding
No Limit Creatives includes:
- Digital & Print Graphics
- Custom Illustrations
- Motion Graphics & Video
- Landing Pages
- Logos & Branding
- Amazon Listing Designs
What’s not included in No Limit Creatives?:
- Creative that’s always designed for conversions
Since Primer’s specialty is growth and the biggest growth lever is ad creative, the types of designs we provide are always for the purpose of getting conversions.
Price:
No Limit Creatives: Approximately $949 per month
Since No Limit Creatives serves all marketing creative needs, the lower cost is offset with the lack of specialty. This is good for companies that are okay with having generalist designers rather than growth-focused designers, and want the ease of having a one-stop-shop for their design needs.
Primer On-Demand: $3,400 per month
Serving a different purpose, Primer On-Demand is the premium option for companies focused on generating revenue from high-quality ads produced by specialized graphic designers, video designers, and landing page designers, with an average rating of 4.9/5 stars.
Key Differentiators
No Limit Creatives’ key differentiators are:
- All your marketing design needs in one place, produced by one team
- Lower monthly price
Key differentiators for Primer On-Demand are:
- High-quality ad creative: Only 1.1 rounds of revision on average and 4.9/5 stars
- Conversion-focused ad creative produced by growth marketing designers
Ideal Customers
No Limit Creatives is best:
- if you have a lot of general marketing content needs and not enough graphic designers.
- if you can spend extra time in multiple rounds of revisions since the design team is not specialized in any single type of marketing niche.
- if your priority is ease and convenience amongst all marketing team members and you need all creative to come from one place.
Primer is best:
- If you are prioritizing growth marketing and don’t have enough graphic designers.
- If you’re a time-pressed growth marketer that expects top-notch ad creative on the first round of revisions.
- if your priority is ad creative that’s designed to convert.
The Verdict
So which one is better? It depends on your priority and bandwidth.
Companies that need high-quality, growth-focused creative with fewer revisions should go with Primer On-Demand, whereas companies that have various content needs and more time to spend in review stages may find No Limit Creatives to be the better option.
Ready for More Ad Creative?
Start getting more high-quality ad creative today. Learn more about Primer On-Demand and how to get started here.
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.
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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.
We’re excited to announce the public beta release of our platform, Primer On-Demand, starting today! Get access to our top-notch creative team whose core focus is making ad creative that converts. Under development for the past two years and in testing since January 2022, we’re taking the platform, rated 4.9 stars, public with new features and improvements. Growth marketers everywhere can now use Primer On-Demand!
Keep reading to learn how it will provide you with conversion-focused ad creative that will help you grow fast while making your creative workflow a breeze.
What is Primer On-Demand?
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.
What we learned from years of running millions of dollars in ad spend: the biggest growth lever is ad creative. Fast-growing companies need better creative, and they need more of it. But it’s hard to build a continuous pipeline of high-quality assets.
Within Primer On-Demand, you can submit unlimited requests for creative assets that are focused on conversions, whether images, videos, or landing pages, and get them back fast. With your feedback, we’ll revise it until it’s right. But that may not be necessary – on average, On-Demand customers approve an asset in only 1.1 rounds of revision. Ultimately, Primer is the platform to build a continuous pipeline of high-quality creative.
Here’s how it works:
Join for a monthly fee (no contracts required!) and make a creative request.
Our design team fulfills your request within 2-4 business days.
You provide feedback exactly how and where you want it.
We design it using our best practices in growth marketing it and email you when it’s ready for feedback.
And email once again when all of your stakeholders have approved it.
You can access this asset (along with all your other finalized assets) anytime in your Creative Library.The best part: unlimited requests for the same monthly price!
What do we mean by beta?
This beta release of Primer On-Demand is a work in progress that’s dependent on your feedback. Conversations with our beta customers are pivotal in helping us to improve the product for your needs. Though currently rated 4.9 out of 5 stars, we hope to make it better and better for growth marketing teams before a bigger launch later this year.
You can provide feedback directly within the app or by sending an email to our co-founder Brady at brady@goprimer.com.
Ready to get started?
Learn more about Primer On-Demand, get access to the demo, and start a tutorial here.
With a looming recession making headlines, many companies are hyper-concerned about their growth coming to a halt and revenue flatlining. If that’s the case for you, you might be faced with two conflicting tasks:
- Reduce spend 💲
- Increase revenue💰
You’re trying to save money and make money, and that’s exactly why you need to run more ads. Thankfully, launching many controlled ad tests will help you to reduce your CPA and increase revenue exponentially in a short amount of time.
Reduce CPA by 1.6x in just 2 months
Here’s a real CPA trajectory of one of our partners that increased the amount of ads they were running:
Monthly ad spend: Approximately $200k
The result?
👉 Savings of about $240K in the first 2 months, and $1.07 Million in 6 months, compared to if they kept the same CPA.
👉 Increased purchases from ads by about 53% in just two months, and 89% in 6 months.
Related: View our case studies
Here’s how we did it (and how you can, too)
We call it the Outlier Method:
- Launch a new big idea ad set.
- Pause ads that are underperforming.
- Increase budget to your wins (A.K.A. “outliers”) and pause everything else.
- Scale wins by creating at least 3 iterations each.
- Iterate on your winning iterations.
Finally, repeat the whole cycle with a brand new big idea ad set. But you have to move quickly.
The key to saving money: act quickly
When it comes to pausing and scaling, don’t wait for statistical significance. By that point, you’re wasting money on underperforming ads and the opportunity cost of scaling your wins. Here’s what your timeline should look like:
- Start pausing underperforming ads within 24 hours
- Find and move budget to the outliers by day 3
- Start making creative iterations of your outliers to launch ASAP
- The Outlier Method should be completed within 1-2 weeks for each big idea
- At least 2 big ideas launched each month
The key to ad performance: great creative, and lots of it
Ready to launch more ads to reduce your CPA? You’ll need a lot of great creative. For each big idea, you’ll need about 20 creative assets. When scaling the wins, you’ll need about 20 more. If done twice a month, you’ll need about 80 creative assets per month. If this seems out of reach for you, we can help, just like we helped our partner above.
Your Growth Partner
Need high-quality ad creative fast? Use Primer’s on-demand online platform to get videos, images and landing pages produced by top marketing designers.
If you’re looking for help scaling and testing your ads, you’ve come to the right place. We’ll handle it all for you – the creative strategy, design, production, reporting, and media buying. You just enjoy the wins.
We’ve officially partnered with TikTok to produce performance marketing videos for advertisers through the TikTok Creative Exchange! The Creative Exchange allows brands like yours to use our video ad expertise to grow quickly on the platform.
Every single one of our partners that we’ve worked with on TikTok has been featured in TikTok’s Top Ads, their library of top-performing ad creative. This achievement has garnered us a spot as one of the top agencies on TikTok, even giving us access to unique beta opportunities.
100% of the partners we’ve worked with on TikTok have been featured in TikTok’s Top Ads.
Do you want to be featured, too? If you’re a direct-to-consumer brand needing to hit growth goals, we may be a perfect fit.
“Our unique method works extremely well on TikTok,” said Primer CEO and Co-Founder, Kamo Asatryan. “We take formulas that have proven to work across multiple partners and platforms and create a version that is native to TikTok. The results have been incredible.”
A Must-Have For B2C Brands
As TikTok’s influence as an e-commerce engine grows, advertisers are finding huge opportunities to tap into a highly engaged audience of shoppers. A recent study from Insider Intelligence found that 71% of TikTok users worldwide shop when they stumble across something in their feed, stories, or other content.
“Right now, TikTok is one of the most powerful platforms for advertisers, combining the two most successful marketing tactics of 2021 and 2022: short-form video and UGC content. Any DTC brand would be remiss not to invest in TikTok,” said Primer COO and Co-Founder Brady Flynn.
More TikTok resources
Looking to amp up your performance marketing videos yourself?
- 7 things you can try that get our partners on TikTok Top Ads 🔝
- 9 ways to create outstanding video ads that convert [Free Templates + Examples]
Not on TikTok quite yet?
Curious how you can better leverage TikTok?
Like the sound of all this? Schedule a call with us to learn how we’ve gotten our partners on TikTok ads, and how we’d hope to do it for you, too.
To Primer Friends and Partners:
As marketers, we find ourselves again in uncertain times. The recent tumult of the financial markets, increased inflation, and a long road ahead to economic recovery have many of us reconsidering our marketing strategies.
Sequoia Capital called this a “Crucible Moment” in their recent “Adapting to Endure” presentation. “We must recognize the changing environment and shift our mindset to respond with intention rather than regret.”
At Primer, we have a close eye on these macroeconomic impacts across our entire portfolio of partners – spending $10s of millions across Facebook, TikTok, Snap, Google, Pinterest, YouTube, and more.
We have seen some partners adjust their budgets and others double down. If you’re not sure which changes to implement, you’re not alone. As your partner in growth, we would like to share what we’re seeing in the media marketplace today.
Here’s some good news: it’s encouraging.
Reduced competition is driving low CPAs
The brands that have pulled back are leaving opportunities for those that choose to invest in ads and marketing right now.
The first five months of 2022 were more expensive in paid social than 2021, but that trend has recently reversed.
Blended CPAs across our partners have decreased 45% since January. For the month of July, CPAs are 27% lower than in 2021.
CPAs are the lowest of the year
CPMs are also down — 25% lower since January 2022 and 21% down in July, compared to July 2021.
CPMs lower year over year
This is a great time to test and learn
These lower costs can make up for any drop in conversion you may be seeing as a result of reduced demand. With lower costs, learnings are more affordable, and you can emerge from this economic downturn with winning ads that are ready to scale when you are.
Our advice is to consistently run tests to find new winners that can be easily scaled when demand returns. You’ll be there for an incredible intersection of cheap CPAs and a spike in demand (similar to the surge in 2020).
Stay agile. Stay connected. You will succeed.
Similar to our advice at the very beginning of the pandemic, we still believe these keys to success will guide you through these times.
- Have empathy for your customers. Show them you care and understand their needs by speaking directly to their most important questions about your product.
- CPAs are the lowest they’ve been since early pandemic days. Utilize opportunity.
- Demand for home delivery and digital experiences has held strong. Acquire a huge generation of lifelong customers who remember you for making their lives easier during tumultuous times.
- UGC is what users are responding to these days. Test native-style ads featuring “real people” showing how they can benefit from your product.
- Stay informed. Stay agile.
We’re here to help
We believe that thoughtful testing, rich ad creative, and intentional investments will lead to growth that will endure these ever-changing times. It worked for our partners through the pandemic, and we’re here to help you through whatever comes our way next.
Whether that’s through full-service, hands-on management of your paid media or by providing high-quality ad creative on-demand, our team is ready to help you find ways to test more and win more.