Monday, August 26

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Your primary text in a meta ad is the foundation of your message. It connects you with your audience, conveys value, and drives action.

The key is to cut through the noise, grab attention, and speak directly to your audience's needs.

Legendary advertisers have long known that crafting great ad copy isn’t about starting from scratch. Instead, it’s about using tried-and-tested formulas that engage and convert.

Your primary text has the power to:

But how do you write a good primary text that compels your audience to act?

The truth is, great copy is assembled, not written from scratch. Over the years, I've found that the best-performing ads rely on proven frameworks. These frameworks are the building blocks that guide you to success, ensuring every ad is strategically designed to resonate with your audience.

There are countless copywriting formulas, but only a handful have stood the test of time.

Today, I've gathered 11 ready-made plug-and-play Meta ad primary text frameworks, each designed to make writing your ad copy easier and more effective. These frameworks have been used and perfected by the top advertisers in the industry.

You don’t need to reinvent the wheel when writing your next ad. Plug in your product/brand into one of these frameworks and watch the magic happen.

Here's your access to these 11 proven frameworks that will simplify your ad copy and help drive conversions:

Happy Monday!

Hope you had a great weekend, and had some time to sit back and reflect, and hopefully got to spend some time with family and friends.

Today, I wanted to talk a little bit about TV. I’ve been speaking to a few brands that have been running TV ads, and that led me down a rabbit hole of putting together a list of final questions that I still had, even after spending time with them and speaking with TV advertisers. So I compiled the answers, and wanted to share them with you. Whether you’re running TV today, or you plan to in the future, I think these notes will be helpful.

Be honest, how many questions do you have about TV advertising?

If you’re anything like me, you probably have a long list of questions that you’d like answered about the channel. To avoid making today’s newsletter too lengthy, I’ll breakdown these questions into 2 parts. For example:

Part-1 (I’ll share this today):

Part-2 (I’ll share this tomorrow):

Well, that’s exactly what I wanted to write a newsletter about today. So, let’s get into it..

How much does it cost to create and run a TV ad in 2024?

Some of the advertisers I spoke to helped shatter the myth that you need a $200K+ creative budget and a $100K/month ad budget to make your first TV commercial work. While some brands choose to go the high-production value route, you can get started with a commercial that costs anywhere from $5-50K.

A couple of them mentioned that they’ve repurposed ads from Meta and only changed the editing. They’ve also done large scale commercials with celebrities too. Both have performed well!

The lesson here: You can absolutely start on TV with a smaller budget than you think. Spending $10K on production and $5-10K/week on placements can allow your brand to be on TV in 2024. I think that’s pretty cool.

When and how should I start?

One of them that I spoke to, Michael, mentioned that he hadn’t tested TV until they were spending $1M/month on digital ads. That said, you don’t need to spend $1M/month on digital before you try TV. In my opinion, you DO want to be spending enough on paid social, where you have a good sense of the demographics, the creatives that are performing, the angles that you should be running and more.

I think once you’ve profitably spent $250k/month on digital for 1-2 quarters, you are ready for TV. It also depends on where you’re selling… if you’re in Ulta or SEPHORA, then adding TV makes a lot of sense to help with sell-through. The best time to start I feel is when you have something unique to say.

What is the targeting actually like on TV?

For most DTC and digitally native marketers, TV feels like a black box. They don’t quite understand how targeting and attribution works and what’s possible with TV today.

Most of the large companies buy their inventory for the year up front, at an event ironically called the Upfronts. There, you’re likely buying alignment with programs running on TV. However, if you use a platform like Tatari or Vibe, you can focus on buying Streaming or Connected TV inventory, which allows you to be much more targeted, just like you could with Meta ads.

How’s the attribution?

Attribution has also improved dramatically because modern SaaS platforms that allow you to buy TV have finally taken the pixel approach. Tatari & Vibe have created their own pixel that acts similar to a Facebook pixel.

In the conversation, they joked about the fact that “you can’t click TV” so it’s impossible for it to be as precise as digital ads. That said, they have come a really long way in making the data as accurate as possible. Their pixel knows the inventory that you bought and measures traffic and conversions during the seconds and minutes after your commercial airs. They are able to create holdouts that isolate this traffic from your other digital spend. Once analyzed, they can give you next day reporting and also provide their version of CAC and RoAS numbers just like Meta would.

I was curious how much time they give themselves in attribution. At Criteo, which does programmatic banner ads, the default is something like 90 days, meaning, if you saw an ad for a product, and purchased within 90 days, Criteo will take credit. When I asked the TV platforms what the accurate attribution window is for sales from TV, they said within 3-5 minutes of the spot airing.

Alright folks, that’s it for today! We’ll continue with a few more questions tomorrow in Part-2.

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Have any questions that you need help with?

Ask here - and look out for Fridays Issue where Ibrahim will answer them.