This presentation is from Performance Marketing Summit 2017 (March 14, 2017 in Austin, TX). Session description: It’s 2017 and video ads shouldn’t work, but they do. We’ll discuss some of my best converting ads and funnels for JDs and affiliates.

1. Video Killed
My Long Copy
Star
Elliott Pittman

2. Who Am I
Elliott Pittman
15 Years Experience Online Marketing Brands
Start Up Mentor
Identical Twin
Not a Graphic Designer

3. Video Killed My Long Copy
Star
How, Why, What

4. What Am I Talking About?
Facebook Ads
Adwords
YouTube
Retargeting
Email Copy

5. Who Does This Work For?
Fortune 100Start Ups Everyone Else
Brand & Affiliates

6. Our Problem

7. Long Copy Performance – Our
“Problem”
Existing
Customer
Continue to have
solid Conversion
especially for older,
demographics
New Customers
3 Months cycle to
initial purchase.
Also, younger
demos tend to
delete/not read/
unsubscribe
Affiliates/JVs
Performance solid
but flat. Best
performing long
copy duplicated and
used with our
competitors

8. What was the Problem?
We hit a Wall
Revenue Flat
Leads Flat
Conversion Rate Flat
“Down is Down,
Flat is Down,
Up is Up”

9. “Necessity is the Mother of Invention”
Why did we learn this?

10. “Necessity is the Mother of Invention”
How did we learn this?
DESPERATION is the Mother of Invention

11. Results

12. Results for Business
Revenue - +35%
Clicks - +262%
Leads - +507%
Time on Site - +476%

13. Results for Our Customers
Better Experience for Existing
More Returning Customers
New Customer Acquisition
Customers Becoming Advocates

14. What Was the Big Change?

15. Right
People
Right
Place
Right
Time
Right
Medium
Right
Message
The 5 Rs

16. Tips & Tricks

17. Video Ad Tips& Tricks
□Always have Call-To-Action
□Use Captions on Facebook
□Test Retargeting via Lookalike and KWs
□Track What You Can and Optimize
□ Expect to Fail and Fail Often
□Test a Survey Style Funnel
□Know What Appeals to Your Audience
□Segment Segment Segment
□Match Ad Messaging/Flow Cross Platforms

18. Video Ad Do’s
□ Focus Less on Video Quality and more on
Demo – Phone Vids Work!
□ Use Different Video Tonality for Different
Video Goals: Feeling For Volume,
Informative to Core, Edutainment for All
□ Use Video Length Wisely (22 second CTA, 6
Minute Max, Landing Page Experience)
□ CTAs, Controversy, & Brand

19. Examples

20. Diagram of High Performing Ad
- Image that Matches
Demo
- Message
- Call To Action
- Engaging

21. Test Segments
Male Better Performance Female Better Performance

22. Example of High Performer

23. “
Creative without strategy
is called art. Creative
with Strategy is called
advertising
Jef Richards

24. thanks!
Any questions?
You can find me at
pitman990@gmail.com
@ElliottCurtis
www.linkedin.com/in/advertisingstrategist
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