How to whitelist advertorials for better CPMs

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Welcome back to Nice Ads. My sincere apologies for missing an issue last week. Unfortunately, life got in the way.

However, I'm back to break down another 3 ads, and this week we're going to be covering:

• How to sell high-ticket items using Meta ads.

• The secret to AI hooks that convert.

• Using advertorials for effective social proof.

Q4 is fast approaching, and if you need some high-performing ad creative, then be sure to apply to work with my agency. Simply click here.

Yarbo

👉 Watch in full here

This is a UGC video that we created for one of our clients, Yarbo. This product is very cool. It's a robot lawn mower, but can also be a leaf blower and snow blower.

However, it is not cheap. It retails at about $6000.

So, how do you go about selling something with such a high ticket price via Meta ads? The secret is to demonstrate value upfront. The chances are, if someone is going to purchase this size, they're not going to make it cold. We need to ensure that our ads are part of a larger funnel that educates the customer on why the Yarbo is the best option for someone with a big yard to take care of.

This UGC video paired with the statics that we created leaves them in a good position to help someone move through the funnel.

In particular, I think this video works really well due to its location, and the creator is also exceptionally talented. As I always say, your UGC video is only ever as good as the person on camera. So it's really worth searching around to find the right person.

Videos like this take a lot of prep and work to ensure that the product is delivered safely and used correctly. This is where having a great production team like we do at Fraggell really comes in handy.

If you're a brand with a high-ticket product or a subscription-based offering, I would love to have a conversation with you. You can apply to work with us here.

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Hollow Alpaca Socks

👉 Watch in full here

This ad creative follows a style that I see a lot of brands creating right now. It's these high-paced mash-up videos that lead with some kind of AI-generated hook.

Although customers are constantly seeing AI on their feeds, many of them dislike it. So, when you do use it, you need to be very deliberate in the way you do it. A great way of doing this is by generating a video that is simply not possible to create in real life.

This helps stop the scroll due to the eye-catching imagery, but also allows you to be extremely creative and bring any idea to life.

However, aside from this hook, I think this video incorporates some great ad creative principles, as well as a trending voiceover that effectively anchors the video. However, if I had to give some feedback, I'd probably say that the editing style might not capture the attention of the target demographic.

However, I do love this type of fast-paced VSL format. I think it's really entertaining and makes for a fun watch even if it is an ad.

TLDR:

• Ensure your editing style matches your demographic.

• Get creative using AI.

Looking for more?

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GEM

Advortorial content, such as this, is one of the top ways to educate and convert a cold customer, particularly when it is featured on a media outlet’s page and website.

Take this from GEM. They create a static ad that appears organic and seems like an interesting article to read on the toilet. However, when you click to read it, it’s clearly a paid-for review of GEM.

Educating the viewer on the product while comparing it to its biggest competitor. I see that this page, "My Subscription Addiction", produces content like this quite frequently. I think it's a really clever way to advertise a product and educate an unaware customer subtly.

At the end of the day, Meta ads are simply a way for you to gain attention for your brand, which we hope will ultimately lead to a sale. Any way we can do that more efficiently and organically is only going to result in better outcomes.

And now with the increased use of the partnership feature inside Meta, whitelisting ads like this are becoming even more successful.

Honestly, if I were a brand, I would start a blog, create a Facebook page for it, write articles about my product on there, and ensure that the SEO is fantastic so that I can attract some organic viewers. But then direct some paid traffic to them to see what the results are. It's worth a try because if it works, it could result in incredibly low CPMs and plenty of profitable purchases.

TLDR:

• Using advertorials is one of the best ways to educate a cold audience.

• You don't always need to rely on others’ writing about your product.

That's all for this week's Nice Ads. I appreciate the time you've taken to read this.

I've just posted a brand new YouTube video on how to use Reddit for creative strategy and research. You can watch that here.

Until next week, I'll see you soon.

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