The 3-Ingredient Recipe Behind EmberTribe's Secret Sauce

Here at EmberTribe, we are continually running different tests and helping our clients find their best approach for their growth marketing. This is not a cut-and-dry approach because every brand and their target audience is different.

When it comes to some of ourbest-performing ads, you will notice they are all very diverse and customized for the brand they represent.

Here are some key ad creation concepts that are currently working to boost engagement for some of our clients.

Get a look inside how we develop ad angles, experiment with creative, and generate ads that get results with these 9 components of a high-performing ad.

#1 Narrow Your Focus

This ad may not necessarily seem like a show-stopper, but it’s pulling in 80% of this client's email leads. Between the alluring look of the image with the message overlay and the direct call to the customer within the first two lines of the ad copy, people are drawn to stop.

The copy is direct and engaging for the people it’s supposed to be engaging for. The people who aren’t within the target audience will just scroll right by (which means fewer wasted clicks for the client).

You don’t need to target everyone. In fact, you shouldn’t target everyone. Pinpointing a very select audience is the best way to create the kind of ad that is going to speak to the right people.

#2 Test All Parts of the Funnel

Targeting the middle-of-the-funnel crowd worked well for Casa Pilates Equipment. Rather than shoot for those at the very beginning of the buyer’s journey, this ad is jumping right into that mid-point, where the targeted audience has beyond beginner knowledge about yoga and may be looking to add some equipment to their home studio.

Adding the title “My Self-Quarantine Savior!” resonated with the users who were feeling stuck at home. The copy stays focused on the buyer, clarifying how the Casa Pilates team is there to help, how customers are happy with the great service, and how the machines are made to be durable investments.

This ad worked well for remarketing purposes, targeting the crowd that was already somewhat familiar with Casa Pilates Equipment.

#3 Use Value Assets

For this ad, the client clearly had an edge—they had their product on Kelly Ripa and we were able to include this 50-second clip of her raving about it. This was paired with a very short, interest-piquing quote from Kelly (“This is quite possibly the greatest thing ever”) and a quick two-liner about the product.

If you have a high-quality asset, like this video, you don’t have to try to add competing text. We let the asset shine on its own and it quickly became a high-performer for this client.

Essentially, you want to get out of the way and let a video like this do all the talking for you.

#4 Showcase Hot Products

This ad is another one that might not seem like much at first glance, but all the elements are working for it.

These are top-sellers on the site and the ad plays blinking text that is just enough to catch someone’s eye as they are scrolling past. It is a great ad for a top-of-the-funnel lead because it showcases these products and offers a simple introduction to the brand.

“The best yard games for any age” is a title that communicates plenty of other game options. The text itself on the image “NEW GAMES, NEW ARRIVALS” is a call to novelty, which is often a great tool for piquing interest and getting the click-thru.

#5 Know Your Audience

This example is the top-earning ad for this client.

A 10-second smack-in-the-face video of images with text overlay is very attention-grabbing for just about anyone, but really speaks to the Bulletprute audience.

We know that we're targeting a very cut-and-dry audience that is after quality and wants to know what they're getting for the money. Knowing your audience well is a huge asset that is crucial for a successful campaign.

An ad trying to evoke sadness, joy or excitement just wouldn’t go over nearly as well with this audience. This ad feels inspirational and gritty but places a lot of focus on the product's durability and value.

Including the link within the ad text offers a double CTA that often works well.

#6 Understand Customer Pain Points

This product is targeting a very specific type of hair (3-4C curls), so the video of it in action offers a lot of impact. Showing the brush gently and easily slide through the thick, healthy hair is a huge selling point.

Anyone with this type of hair is familiar with how much the small bristles can get caught and tangle the hair. The thick nature of the product is a huge selling point and this ad centered in on that value. The ad copy backs this value with the 100% satisfaction guarantee promise.

#7 Tell Your Story

This is a story-telling ad with a powerful video that reveals the story behind Combat Flags. Telling the audience about the company’s “why” often makes a big difference in how customers perceive the value.

There are a lot of people who make similar kinds of patches, but Dan is a veteran who creates patches from retired fatigues. His mission really sets apart his brand.

In the past, he was able to get traffic by just including product images. But, this story-telling ad really took the attention to the next level. People want to know about the companies they are supporting. They will choose a good story over a generic one just about every time.

#8 Aim for Authenticity

This stunning image showcases everything beautiful about beachwear. The women pictured are in a natural element and look like they are just walking through the seagrass near beach dunes. From their hair to their outfits and surroundings—nothing looks contrived or overdone. They look comfortable and happy—which are huge selling points for swimsuits.

The ad copy mentions “luxe” which is then repeated in concept by the title, “Inspired by the lush textures found in a Moroccan market…”

This ad appeals to an unusual product value for this industry and it uses an authentic (but polished) approach that is very appealing to those in its target audience.

#9 Highlight Your Offer

Don’t be afraid to let the focus fall directly on the product. This appealing image is very reminiscent of the flat lays that are popular on Instagram. It lets the coffee speak for itself. And, the audience targeted here is one seeking out simply good brands and love pour-over coffee.

The “FREE Shipping over $25” is an offer that is likely to pique some interest. Many free shipping promises start at $35 (Target) or higher, and $25 doesn’t sound like an unreasonable amount to spend on coffee to someone who will go through a few bags in just as many weeks.

Getting an offer into the ad can sometimes get a click-through. In this case, the product looks good, plus interests leads to check out how many bags they need to buy to get to the free shipping.

The Bottom Line: Make Stand-Out Ads

Are you trying to up your ad game? Our growth marketing agency team could help.

We work with clients spanning all industries to pinpoint their audience and increase their traffic through paid social. We focus on the metrics to find the growth marketing ads that work best for you.

If you're ready to outsource, we can help take the load off.

Talk to us today about how to get better results with your ad spend.

Marketing for Growth With Smart Testing

We’ve said it hundreds, maybe thousands of times, and we’ll say it again: always be testing.

Testing—especially smart, methodical testing—is the key to building a sustainable marketing strategy. The hot new thing (for good reason) is viewing digital marketing as a tool for growth marketing.

Growth marketers apply the scientific method to marketing to create strategies that are as data-driven as they are idea-driven. That’s essentially the basis of what EmberTribe does: ideate, test, iterate.

🌱 We're growth scientists, and you can be too!

Growth marketing relies on structured, repeatable processes to develop hypotheses, discover results, come up with conclusions, and iterate on findings. This is smart testing.

How Smart Ad Testing Achieved Big Wins

Anyone can run paid traffic, but just running paid traffic won’t always get the results you want. You have to use that big brain of yours to engage in serious testing to find the wins you're looking for.

We’ve been able to prove time and time again that if you test your assumptions and follow the data, your ads will begin to meet and even exceed your goals. In this post we’ve gathered 5 case studies that illustrate how testing brought insights to light, that we were able to leverage into profitable campaigns.

1. Testing ads before a new collection launch leads to sales exceeding launch goals.

For this gift and accessories brand, we started out by seeking strategies to expand cold audience reach. By launching multiple campaign ads that spanned a variety of messaging angles, we discovered what messages resonated with this client’s audiences.

With this data in hand, we then rapid-tested ads for a new collection launch to identify winning creative among them. Our method resulted in their second highest sales day ever, just behind Black Friday sales.  

2. We tested our way to discovering a hard-to-pinpoint core audience.

This sports coaching subscription service couldn’t seem to find enough audiences on Facebook to validate their strategy. We began running traffic to test which got the best engagement and build their Pixel data.

We ran more lead generation campaigns offering valuable content (ebook) and nailed down our audiences further. By continuing to optimize ads for audience, urgency, and cost, we achieved 8.77x ROAS.

3. Moving from traction to revenue by testing factors in a buyer’s purchasing decision.

This children’s clothing boutique had a great product, but at a higher price point than competitors in the children’s wear market. We set out to find the right audience for this store.

We extensively tested creative formats for cold audiences based on interests, behaviors, and lookalikes. By restructuring the strategy from broad reach to testing and refining highly targeted smaller audiences, as well as consistently retargeting all engaged people, we achieved 2.71x ROAS.

4. Using market research and testing to scale user acquisition via Facebook traffic.

EmberTribe researched the client’s target audience, it’s competitor’s advertising campaigns, and it’s competitor’s content before beginning to conduct tests.

Armed with a substantial amount of market research to go along with a series of targeted audiences, EmberTribe created and tested hundreds of ad variations and made adjustments and iterations as certain ads proved to be successful. This resulted in scaling up to 400k unique user sign ups per month.

5. Finding new opportunities to leverage Facebook ads to scale revenue.

Knowing fit was crucial for this high-end lingerie brand, we focused on showing the fit through videos of models moving in the bras, and including testimonials, social proof/awards, and short copy hitting on the discomfort many women associate with bras.

Our team also tested and iterated extensively with optimizations and creative including dynamic broad reach targeting, single images, videos, carousels and Dynamic Product Ads (DPAs). Our testing resulted in a 300% lift in revenue compared to the previous period.

Always Be Testing

Just say no 🙅‍♀️ to a “set it and forget it” mindset! We cannot say this enough. Testing, when done well, will create the foundation you need to iterate on successes and collect data to help you make educated decisions for your campaigns.

When am I going to start seeing results?

How fast can we scale to $25,000?

How much am I going to spend on testing?

These questions (and more) come up frequently as we're talking to companies who are considering working with us to grow their business. Whether they are just starting out on a new eCommerce store or looking to increase their app signups 3x in Q2, the underlying question is really the same.

Let's face it: digital marketers (and marketing agencies) have really turned their approach into a "black box" over the years. Whether they do it by hiding behind jargon, slapping clever branding over the top, or creating complex or confusing diagrams, the end result is confused business owners who don't really understand what their dollars are going towards, or why.

Now, take a deep breath.

For you, with us, that stops here.

We're about to open the box.

Step 1: TRACTION.

I have two little kids, one preschooler and one toddler. Both are (alarmingly) ambulatory, moving all over the house and getting into everything they aren't supposed to. The older one can unlock deadbolts, push open screen doors, climb ladders and stairs, while the younger is content with simple seeing how fast she can get her body moving in a single direction before she either topples forward or encounters an object that refuses to budge when she slams into it.

Why do I bring this up? Because they didn't start this way.

Yes, it's a tired cliche, but it's so true: you have to walk before you can run.

If your business has never run an ad before, never used marketing to sell, never attempted to convince someone unfamiliar with the brand, product, or service that they should part with their hard-earned Benjamin Franklins, then your first question should not be, "How much can I make?"

You don't have TRACTION yet.

By traction I mean a pattern of desired behavior occurring in a consistent, somewhat predictable fashion. This could mean generating leads, getting purchases, onboarding new users or whatever else your business goal, it doesn't matter. The point is that you need to be able to say that you can cause it to happen, repeatedly, with your efforts.

When we work with clients who have never run ads before, or who are just starting out, our first forays out into the marketplace are focused on finding who will buy and what will cause them to buy. Put another way, this is about audience and creative/offer.

Let's bust a myth: just because you have a product or service does not mean people will buy it. This is not Field of Dreams.

On the contrary, you have to wade through scores of unqualified or uninterested people to find your best candidates, and then test multiple different messages, angles, images, videos, taglines and more in order to find traction.

"Okay, but how long does that take?"

Well, that depends.

I know, that's not what you were hoping for. And if I can tell you that it would take 2 weeks or 2 months or whatever, I definitely would. Instead, here's what I can tell you:

• It depends on spend. The more budget you can put behind your testing, the faster you can reach statistical significance and launch new tests. That means you find what works and what doesn't faster.
• It depends on history. Have you already run some tests? Maybe you did some ads with another partner or on your own, or maybe you've got another channel working. The more available data, the better the foundation the tests start from.
• It depends on business maturity. If you already have an organic base of buyers or subscribers, if you already have a few thousand app users, if you've done some offline marketing that worked, that all feeds the machine. Starting from scratch takes longer than using something pre-made.

When you work with us, you aren't hiring wizards (or gurus or ninjas) - you're hiring data-driven marketers. So we're going to test, and test, and test, and generate lots of data, and then we're going to do what the data tells us.

👉 Set up your campaigns to get more qualified leads. →

Sometimes it's fast, and we see traction in just a few weeks. Sometimes it takes less time, sometimes it takes longer. All the factors above impact that.

But the good news is, once you have TRACTION, you can move on to start thinking about...

Step 2: PROFIT.

Too many times we'll talk to a business owner who is putting money into ads and wants to see immediate return. If they don't get a certain CPA or ROAS in the first 3 weeks, they think there's something "wrong" with the ads. They don't realize they are trying to run before walking, that you can't build a house without the foundation, or whatever analogy you best identify with.

💡 ROAS isn't everything, it's just a part of the equation. →

Once we help our clients find TRACTION, then (and only then) is it time to start discussing PROFIT.

Why?

If you don't have enough data points, you can't optimize.

Put another way, if you don't have anyone buying from you, how do you know who your best customers are?

Getting this data and acting on it is the basis of improving your PROFIT metrics. If you want a better CPA, you need to find out which creative gets the best response and then test small optimizations on it - a new emoji, a different headline, a carousel vs a static image. If you want better ROAS, you can segment by device type or placement or time of day that gives you the best baseline.

The key to the PROFIT stage is having goals. And I don't mean "I want to retire and sleep on a bed of Andrew Jacksons every night" type goals, more like "If I can generate new users for $20 each that means I'm profitable and am basically printing money" goals.

We help our clients walk through some simple calculations to set their goals. For an eCommerce store this might include repeat purchase rate, average order value (AOV), and cost of goods sold (COGS). For a SaaS client, we would consider lifetime value (LTV), profit margins, and upsells. Whatever the case, we want to end up with a single number.

That number is our PROFIT goal. If we can hit that goal with consistency, it unlocks us to move on the third and final stage.

Step 3: SCALE.

Ah yes, scaling. The magical, mystical land of unicorns and rainbows where you trade $1 for $4 ten thousand times while eating ice cream in your pajamas.

Okay, well, not quite, but that's how the "get rich quick" YouTube personalities pitch it. Sounds fun, huh?

Truth is, scaling isn't the end - it's the beginning.

When this client partnered with EmberTribe, their goal was to find strategies to scale sales. Now our client has experienced scale from $18K to $370K lifetime revenue, with an $111K lifetime spend.

You can't start putting more dollars into your campaigns until they are making you money back consistently, and you can't do that until you build a system of repeatable client generation. Hence the reason it's the final step. But there's another reason we counsel clients to be smart about getting to this stage: the game changes.

If you want to triple your investment in ads, especially on a channel like Facebook Ads, just about the worst thing you can do is start jacking your budgets up quickly.

😑 Facebook ads not working? This could be why. →

This causes the algorithm to have to start relearning, and oftentimes can tank your PROFIT, forcing you to go back to the drawing board. Instead, you have to be intentional, constantly revisiting your PROFIT goals and testing new TRACTION experiments to widen your funnel. And this is why we insist on walking through the process with clients - because failing to do the hard work on the front end ends up in a house of cards that falls apart, leaving everyone unhappy.

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Some of our best success stories are clients who did things the right way, worked with us to build a repeatable system for growth and testing, and then let us run wild with new audiences, creative, automation, rules and more. Their accounts grew from 5 to 7 figures in ad spend profitably not by some mystical proprietary technology or the wizardry of a paid acquisition savant, but by being intentional, creating a solid foundation, and trusting the process.

It's not easy. It's not as fast as we'd like. But the results are worth it, and the potential that it opens up are amazing.

And that's it.

No black box. No magic. No single genius with the inside track on the algorithm.

Just lots of testing, patience, observation, analysis, failure, growth and consistency.

That's the secret sauce of EmberTribe, and it's one of the reasons we've had such great success for ourselves and our clients since our inception: a three-step process of TRACTION, PROFIT, SCALE that works across industries, across business models, regardless of the age or success of the business to date.

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