So you’re in the market for an online platform to get marketing 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.
Quick Summary
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 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.
It’s not just a good idea to test your ads. It’s essential. 9 out of 10 ads fail, so you always have to try different things, learn what works, and iterate. The surest pathway to growth is testing your ad creative quickly and in bulk.
But it is a big investment. You’ll need a lot of creative, a lot of bandwidth, and a lot of ad spend. Thankfully, the return on investment (ROI) is incredible. We’ve had partners save millions of dollars in months.
Keep reading to learn why testing your ads is worth it.
Rapid-Fire Creative Testing
Companies looking to grow fast need more than just slow A/B testing. In this world of new algorithms and zero-party data, how quickly you move makes all the difference.
But how do you know what to test? Or how often to do it? Or what’s worth scaling? Or when to pause a bad performer?
You know the struggle. So we made the perfect solution: the Outlier Method of testing. We use it for all of our partners to test their copy, images, gifs, videos, video hooks, thumbnails, landing pages, headlines, CTAs, and audience. You name it, you should test it. Here’s how it works:
For more on the Outlier Method, including recommended budget and timelines, download the cheat sheet here.
Your Investment
If you decide to follow the Outlier Method, your investment isn’t just the ad spend. It’s the money it takes to pay the designers creating the ads and the marketers managing the campaigns. It’s not just a monetary investment, either. It’s also the bandwidth to constantly come up with new ideas for tests, stay up to date on best practices, keep up with algorithms, etc.
How this is broken up will vary from company to company, but essentially, every company will invest these two things:
- The overhead, time, and bandwidth it takes to launch a given number of ad tests
- A certain budget for ad spend
In our ROI calculator, you can see exactly how many ad tests you should be running with your ad spend. You’ll also be able to see how many of those tests will fail (it’s probably more than you think) and how many will win.
Your Return
Here’s the good part: your return. Is all of that investment worth it? Spoiler: of course it is!
One way to calculate your ROI would be your percent increase in purchases as well as your savings, which both take into account the impact that rapid-fire testing has on your CPA. We’ll assume your CPA without testing would stay consistent, and that your monthly ad spend will not change.
Increase in Purchases
While actual numbers will vary, we identified an average trend in how CPAs decrease for our partners over time. You can see your projected CPAs for your first six months of rapid-fire testing in our ROI calculator.
You’ll also see that as your CPAs decrease, of course the number of purchases you can accommodate on your same monthly budget will increase. We’ll assume that without testing, your number of purchases would stay the same.
The percent increase in total purchases varies depending on your starting CPA and the number of ad tests you’re running, which depends on your monthly budget. Find out yours on the calculator.
For some (potentially mind-blowing) context, one of our partners increased purchases from ads by about 53% in just two months, and 89% in 6 months. Not too shabby!
Related: View our case studies
Total Savings
The way we calculate your savings is by first taking the total number of purchases we’d expect you to have after your first year of rapid-fire testing and multiplying it by your current CPA. This would show us how much the same number of purchases would cost you if you didn’t do rapid-fire testing.
We then take that number and subtract your annual ad spend to show how much money rapid-fire testing would save you.
One of our partners had savings of about $240K in the first 2 months, and $1.07 Million in 6 months, compared to if they kept the same CPA.
How Is This Possible?
While many companies hire growth marketing agencies, others are able to handle the investment with some internal changes. Others might do a combination of the two: keeping the ad management in-house but outsourcing the creative production.
We’re here to help! To get unlimited creative designed to convert, get started now with Primer On-Demand. To have it all done for you, click the button below to schedule a growth consultation 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.
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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.
What marketer doesn’t like to see more conversions on their ads? It’s what we all want, yet, one of the most important factors in closing the deal is often forgotten: the landing page.
Some companies (ahem, a lot of companies) direct their ads to the homepage. We get it – it’s a hassle to create a landing page for every new campaign. But that consistency is exactly what’s expected from users and, yes, it does result in higher conversions.
While it might take more effort, creating a landing page that’s consistent with your ad is certainly worth your while. Read on to learn why landing pages are so much more effective than homepages in increasing conversions on your ads.
5 reasons why landing pages increase conversion rate on your ads
1. Landing pages carry over the ad experience
Who’s the audience you’re targeting in your ad? Is it Gen Z women? If so, wouldn’t they be a bit confused if they tap on the ad thinking “this is for me” but get directed to a landing page that doesn’t feature any Gen Z women, or worse, features older men? Or maybe you’re targeting puppy owners in your ads. If it leads to a homepage about generic dog food rather than puppy food, you’ve lost ‘em. But personalize the experience from ad to landing page and your customer will feel seen, heard, and much more likely to buy.
The good news? Not everything needs to be the exact same. The ad experience has a few key elements:
- the messaging (or key theme)
- the visuals
- the offer
- the audience
You might be able to get away with mixing and matching landing pages with ads that have a different key theme or message. For example, the ad theme may be testimonials, or it may be “how it works.” These can have the same audience and offer provided in the ad, and direct to the same landing page that features both the testimonials and the “how it works” section. See the ad and landing page below for a great example.
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The non-negotiable: your landing page must be unique to the audience and the offer. And of course, there should be some consistency in the visuals (that’s just Branding 101).
2. Landing pages answer questions sparked by the ad
While homepages serve a more general audience that aim to cast as wide a net as possible, landing pages answer specific questions that the user will have after they see your ad.
There’s a reason they clicked on that ad and they want to finish the storyline you started. You can’t take them to a different story and expect them to stay interested enough to keep reading.
In a “vs. the competition” ad, for example, the landing page should answer questions about how the product specifically compares to the mentioned competitor. When all their questions are answered, boom, conversion. While you might have this info on your homepage, it will take the user a lot more scrolling to find the info they need, and by the time they reach your comparison chart, they’ve already bounced.
3. Landing pages have a single call to action
Perhaps the biggest thing that makes a landing page a landing page is the one singular purpose it serves. While homepages aim to educate the audience, provide value, and offer loads of different content, landing pages have one single call to action: make a purchase or submit a form.
When you limit the distraction caused by navigation menus, case studies, blog posts, and other links, the user has a much more streamlined pathway to your conversion point. You don’t provide the temptation for them to click away to another area of your site. Instead, you show them exactly what to do. To make it even easier on them, you should add multiple CTA buttons throughout your landing page so that if they’re already convinced, they don’t have to keep scrolling.
See how there’s no navigation on this landing page?
4. Landing pages show personalized social proof
While a homepage might feature rave reviews about your product in general, a landing page can get very specific to your target audience. For example, in a “vs. the competition” ad, the reviews on your landing page can make direct references or comparisons to your competitors, or pain points your competitor didn’t solve that you do. Check out this example from the Super Coffee landing page we saw earlier:
Likewise, you can (and should!) tailor the UGC on the page to the specific audience or product featured in the ad. This personalization provides reliability and trustworthiness that you can’t achieve with just generic UGC and generic reviews. It’s 2022, and representation matters more than ever. People want to see people who look like them in your ads and on your landing page.
5. Landing page wins tend to last longer than ad wins
You shouldn’t just test your ads. You should also test your landing pages. Test big ideas and iterations, just as you would with your on-platform ad creative, in order to find wins. We’ve found that after testing a few different landing pages and finding wins, those wins last much longer than ad wins. A landing page might be successful for 4-5 months, whereas in-platform ad creative quickly fatigues out and is successful for a much more limited time.
This is reassurance that, while you’ll have to create new ad creative pretty often, you can continue to reap the benefits of strong landing page performance when launching new ads.
Landing pages increase conversion rate and decrease CPA
This is all great, right? But is it actually proven to help you achieve your goals? Of course!
After starting a new campaign and testing dozens of Facebook-friendly, mobile-first landing pages, we found a clear landing page win for our client, Madison Reed. It was a “how it works” style landing page covering the three simple steps of their product. The results:
- It increased click-to-purchase conversions by 54%
- It Increased customer acquisition by 41% when paired with ad creative wins
Need another example?
For our client, Otter.ai, we tested and found a winning, quiz-style landing page that increased conversion rate 65%. We also made a landing page specific to their retargeting ads, and therefore, their more middle-of-funnel audience, which lowered retargeting CPA by 43%.
Time to increase CVR on your landing pages
If you’re already using landing pages for your ads, congrats! If not, here are a few tips on how to create landing pages that convert.
Already running landing pages but not seeing those conversions? We can help! Get expertly crafted landing pages with Primer On-Demand or leverage our full-service agency for landing page and ad testing for maximum growth.
If you work in advertising, you know that the key to growth is performing lots of ad tests very quickly. But those ad tests wouldn’t be possible without a lot of creative. And that creative wouldn’t exist without the ideas behind them.
Sometimes, those ideas just don’t come quickly. We’ve all been there. So how can you keep the creativity flowing? Well, you open up the creative faucet, of course.
What is the creative faucet?
The creative faucet is a term coined by Julian Shapiro to describe the process of getting out all of your ideas in order to eventually land on a good idea, similar to flushing out the water of a dirty faucet to get to clean water.
Whenever you have to come up with something creative, you open your creative faucet, meaning, you let the ideas start pouring out…even if they’re terrible. In fact, the worse your ideas, the more you need to get them out of your brain and into the world, whether on paper, in a Google doc, in a notes app, through your vocal chords, or just jamming on your instrument.
Once the bad ideas are out, you’ll start to get some okay ideas. Those okay ideas should give you some aha moments that lead to good ideas, and those good ideas will then turn into something great.
The point being – great ideas don’t just happen. They don’t come out of nowhere. They come to fruition once they’re sparked by something that’s only good or okay, or maybe even something bad.
The creative faucet in action
To showcase the creative faucet in action, here’s an example from John Mayer.
In this video, John Mayer picks up his guitar and almost immediately starts brainstorming lyrics. He says that if you don’t start immediately, you’re simply wasting time. “You just keep going until you get something,” he sings to a freestyle melody.
How does the creative faucet apply to marketing?
Whether you’re a designer, a copywriter, a growth marketing manager that needs to write briefs, a content writer, a creative strategist, or anyone that relies on ideas for marketing, you can apply this process immediately in order to help you:
- Get work done faster
- Produce better and more effective creative or creative briefs
- Stay focused on the task at hand
As marketers, our attention is pulled in a million different directions at all times. But when you open the creative faucet, your ideas will wait for no distractions. This means that you’ve got to dedicate time to this process or else a good idea might come and go while you’re busy checking Slack.
In return, you’re able to complete the task faster and in a process you’ll hopefully enjoy much more, with deliverables that are better and more effective. When it’s time for you to get started, make sure to do it the right way, free of distractions.
How to open the creative faucet in marketing
- Block off 90 minutes. Make yourself completely unavailable on calendar, Slack, social media, phone, email, pager, Alexa, kids, knocks on the door, carrier pigeons, everything. It’s just you and your ideas.
- Use the first 10-15 minutes for a rapid brainstorming session. Type out anything that comes to mind, letting your ideas build upon each other.
- Immediately go straight into your deliverable. For a Growth Marketer this might mean step one was brainstorming your ad image copy, and step two is actually writing your ad description copy and/or creative brief.
- If you need to provide any specific formatting, links, or add in images or videos, do this last. This would just be a distraction to your creative faucet.
It’s super important to do this all right away when your ideas are fresh and the creativity is flowing. It will get done way faster without any distractions. Plus, it will actually be fun to get it all done in one go. The longer a project drags on while you switch from project to project and app to app, the more the outcome, your productivity, and your own personal enjoyment suffers.
Creative requires creativity
Creative requires creativity, and when creativity is your day job, it requires dedication to the brainstorming process. Over the course of 1 quarter, we test about 100 visuals and 50-75 copy variations for each of our partners. To test a lot, we have to come up with a lot of ideas.
This has been the tried and true process that helps us come up with ideas worth testing, whether it’s for the big idea tests or small iterative ones. And from those ideas come the wins and the revenue. Check out “What To Test on Your Social Media Ads: Big Ideas vs. Small Iterations.”
Learn more about our growth marketing agency or on-demand creative platform.
You’re probably not launching enough new ads to hit your goals. With changing algorithms and creative styles, it’s more important than ever to refresh your ad creative and unlock new audiences.
Here at Primer, we aim for 50 new ads for every $25,000 in ad spend.
Why do we recommend launching 50+ new ads per month?
Testing a high volume of ad creative in paid social helps in four key ways:
- Improves critical metrics like CPA and ROAS
- Keeps ad creative from growing stale (this is increasingly important as converting creative styles change)
- Unlocks new audiences (this is particularly helpful for content-marketing-focused brands
- Leads to a more sustainable growth strategy (Bonus: Consistent testing means you can find wins even as algorithms change)
Won’t testing that much hurt CPA?
Short answer: no.
Using a regular, high-volume testing cadence, we scaled purchase volume by 60% and increasing conversion rate by 65% over a 3-month period for one of our partners.
You can expect a new ad set to increase CPA during its learning phase (right after launching); however, if you structure your test correctly, you can minimize the impact.
Here’s how: create your test in a separate ad set and make sure this testing ad set budget should be less than half of your overall monthly ad spend. This means any spikes in CPA should be both temporary and minor.
In the long run, you’re much more likely to hit your goals with regular testing than by leaving the same two to three ads active for months at a time. This is because of “creative fatigue.” Over time, an ad that was once a strong performer loses its efficiency, and CPAs start to increase. By consistently finding new wins, you can defend your account against this phenomenon and unlock new strategic learnings to use in your future tests, content marketing, email campaigns, and more.
This is particularly true on TikTok, where creative fatigue happens much faster than on Meta.
Here’s what to test in new ads
Launching dozens of ads per month means you should be able to run multiple split tests.
For our purposes, a paid media “split test” means trying out multiple new variations of one element of an ad while keeping everything else the same. And then seeing how those new ads or audiences perform against the old “winner” (i.e. your control ad).
Here are some elements of ads you should test regularly:
- Copy
- Images
- Image Headlines
- Videos
- Calls to action (CTAs)
- Headline
- Audiences
- Video thumbnails
- Landing pages
Try testing out new colors, layouts, phrases, and more. Maybe your audience likes emojis, or maybe they’re more into facts and stats. You won’t know until you try those elements.
How to launch a lot of ad tests fast
(This works for TikTok, Facebook, and Instagram)
Step 1: Set up a new test ad set in your the campaign with your current goal (e.g. Website Purchases)
- For audience tests, use your past top-performing ads with a new ad set audience
- For all other types of tests, use your top-performing audience with new ads within the ad set
- Tip: Make sure you name your ad set so that you can easily tell what it’s testing at a glance. (example: 2022_Purchase_ImageTest_THEME)
Step 2: Launch Ads in Bulk
- Batch together ads in a new test, changing one element (e.g. the copy) and keeping all other elements the same, as a control
- For example, when you test 15 new copy variations, use your top-performing image and audience
- On Facebook, we recommend launching ad sets with 10 – 25 ads in them, though you can go up to 50
- On TikTok, we recommend keeping tests to between 4-6 ads per ad set
Step 3: Set Your Budget
- You want to make sure your budget is high enough that your test can exit the learning phase within 1 – 1.5 weeks. Since the learning phase is generally more expensive, this will help minimize the impact of new launches on your overall CPA.
- For most Facebook campaigns, we recommend using ad set budget optimization (ABO) to have increased control in your test spend. For TikTok, if your budget is under $100k per month, the best option is usually CBO because of the increased creative turnover rates. [Here’s more about setting up TikTok ad campaigns.]
- For Facebook, Instagram and TikTok here’s how much you should spend:
- For ad set budget optimization (ABO): set a daily budget that will yield a minimum of 3x conversions a day with your average CPA
- For campaign budget optimization (CBO): pick a daily budget that ensures you can hit at least 50 conversions per week in the campaign
Step 4: Pause Bottom Performers
- After 48 – 72 hours, you can begin pausing bottom-performing ads (Note: Changes in iOS App Tracking Transparency mean there can be up a 72-hour delay in conversion reporting)
- Pause ads with a higher-than-average CPA
- Continue this process for 1-2 weeks (depending on your budget)
- Once you have 1-4 ads left that either beat the previous period’s average CPA or beat your goal CPA, those are your WINS
Step 5: Scale Wins and Repeat
- First, scale the budget to the wins in the test ad set (for ABO) or campaign (for CBO)
- Then, iterate off of those wins for your next test
- Make sure to keep all elements except what you’re testing the same so you can compare performance between the new ads and the control (i.e., the previous wins)
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Routinely testing on paid media is the best way to ensure long-term success and growth for your brand.
If the above process feels familiar, it should. At its core, split testing on paid media is grounded in the scientific method.
As you get more information about what performs for your buyer personas (and, perhaps, why), your ads should lead to more conversions from your key audiences and unlock new audiences to expand into.
Still curious about how our methodology works in practice?
See how we launched over 2,200 ads in six weeks for Madison Reed to get them 41% more customers.
Or, book a consultation to get a free growth plan below.
We’ve crunched the numbers on thousands of video ads, and we know that the first three seconds of your video ad determine whether or not it will perform. These 101 hooks included below are proven to help boost ad performance on Meta, TikTok, Pinterest, and more. (They even work for organic videos on TikTok and Instagram Reels.)
Price-Focused
- Save time and money with [product]
- Save time and money on [task]
- Is [product] worth it? Let’s see!
- Why is a good [product category] so expensive and hard to find?
- Need affordable [product type]? Watch this!
- How to find affordable [service]
- I can’t believe this only costs [price]
Informative
- What’s in [product]?
- Questions I get about [product]
- Now you can get X delivered to your door
- Thinking about trying [product type]?
- Let me introduce you to [product]
- [category] Tip #X
- Here’s how to get [value prop]:
- I know this sounds crazy but…
- How to get X in just 10 minutes
- How to make time for X
- Let me show you my biggest life hack for X
- Get more [value prop] in your day
Versus the Alternative (or Competition)
- Before you try [product type], watch this:
- Hate [the worse alternative]? Try this!
- Thinking about [worse alternative]?
- Instead of doing [worse alternative], try this:
- Still [the worse alternative to the product]? Watch this:
- Something that’s always bothered me about X
- Don’t buy X that won’t work. Instead, try this
- I tried every [product category] so you don’t have to: here’s what I found
- Stop doing [worse alternative]. Try [product]:
- Dealing with [negative experience]? I used [product] to help
- Why millennials are switching to [product]
- How to do X without [worse alternative]
- I ONLY get my [product category] from [brand name]
- I don’t buy my [product category] from [worse alternative]
- [Worse alternative] can be hard to deal with
- Your new X alternative
- [value prop] without the [negative side effect]
- I kept [pain point], so I tried this instead!
- If you [pain point] — you need to see this!
- I wanted to stop doing X, so I tried this instead
User Experience
- Guys, it’s here…..
- What I ordered vs. what I got
- [Product] unboxing
- Let’s make X with [product]
- POV: You tried [product]
- A day in the life of X
- Get ready with me to do [task]
- “Put a finger down” [product category] edition
- Trying home remedies to X
- [Product category] ASMR
- My friend said X. So I tried [product]
- My X went from this… to this… with [product]
- Before/After
Responding to Hype
- TikTok made me try [product]
- Things TikTok made me try #13
- This [product type] is going viral on [social media platform]
- I tested the viral [product type] to see if it lives up to the hype
- This [product type] has over 5,000 reviews… let’s see if it’s worth it
- [Publication] can’t stop raving about us
- So good it sold out in a week
It’s Easier
- Are you [accomplishing the goal optimally]?
- Life Hack: Try [product] for [pain point]
- My go-to [product] for [pain point]
- How to easily [task]
- [Task] has never been easier than with [product]
- My favorite [product] to make [hard task] easier
- Here’s my favorite product for [task]
- Struggling to do [task]?
- So, I’ve been struggling with [task], but [product] has really helped
- Easiest way to do [task]?
- Make your week easier
- Why adults avoid [task]…. [product] makes it easy
- [Product] made [task] so much easier! You’ve got to try it
- When I use [product], it’s one less thing I have to worry about
Lists
- 5 Ways [product] Helps [pain point]
- 3 reasons to buy [product]
- 3 reasons to try [service]
- Get [value prop] in 3 steps:
- Here are 3 ways [worse alternative] affects your life:
The Best
- The internet’s #1 [product type]
- The best way to [accomplish the goal of the product]
- What makes [the product type] the best?
- My skin has never looked better with [product]
- The best way to find X in 2022
- [Product] changed how I do [task], and I’m never going back
- Why is [product] so good though?
- After hours of researching, I found the best [product type] for [task]
- I found the best [product category] for [value prop]
Other Hooks that Address Viewers Directly
- Hey, [customer type], you’ve got to try this
- People looking for [product category], stop scrolling
- Wait, have you tried X?
- Take control of your X with [product]
- Imagine if X was also X
- Watch this if you X
Facts & Stats
- PSA: [statement about product category]
- Did you know? [fact about product category]
- I just found out [fact about product category]
- Are you one of [fact about product category] people who do X
- New customers get [discount]
- Take [discount] off when you try [product]
- I didn’t know X could be related to X
- Why is it important to [do product-related task]?
There You Have It!
Now that you’re an expert on video hooks, make sure the rest of your ad is a scroll-stopper, too. Check out our top copy templates and 7 tactics to get your ads in TikTok Top Ads. Make sure you’re testing all that creative for maximum growth with our Outlier Method.
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. If you want help coming up with social ads that boost ROI, contact us for a free growth consultation and audit.
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:
- A fit for them
- 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.
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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.