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Meta Ads for an e-commerce shop in Czechia and Hungary (Oct-Dec 2024). I tested 5 creative variants against each other and kept the one that drove purchases, not the one with the most clicks: 207 clicks at 10.14 ROAS beat 589 clicks at 4.46 ROAS. The Hungarian Ad+ campaign then reached 8.51 ROAS at 5.11% CTR. Full write-up: beatrix.work
Keeping the variant that drove purchases over the one with the most clicks is the lesson most people learn late. Across the 5 variants, was it the visual or the hook that separated the winner?
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What's the worst ad account mistake you have ever seen? Mine is simple. A store was spending every day, but the pixel was never firing on the purchase event. Ads looked busy, clicks looked good, and sales looked random, because nothing was actually being measured. We fixed tracking first, then the real winners and losers showed up in one week. Most ad problems are not creative problems. They are measurement problems hiding behind good looking dashboards. Before you raise budget or kill an ad, check what your pixel is actually reporting. What mistake have you seen cost a business the most? #MetaAds #Ecommerce #DigitalMarketing
From the creative side, the costly one is an ad that promises one thing and a page that says another. The ad gets blamed, the page never does. Your tracking-first point still sits above it though: no data, no honest verdict on either.
Most ads copy their own category.
That's why they all look the same.
Slipper ads sit on plain white.
Perfume ads put one bottle in a surreal scene.
Roofing ads show a drone shot of a roof.
You've filed them away before you read a word.
So I keep stealing from the category furthest away.
I gave a slipper a car launch.
Wet black floor. Hard rim light. Haze.
Headline: 0 to sofa in 3.2 seconds.
Same slipper.
Completely different ad.
Next time you're stuck on a brief, ask who would never sell this product, then copy how they'd shoot it.
PS: This is a concept for a made-up brand and it hasn't run, so treat it as a creative idea, not a result.
"0 to sofa in 3.2 seconds" borrows car ad language for slippers, love it. When you break the category look, do you test the headline first or the visual?
