Jul 12, 2019 3:29 PM
Jul 15, 2019 1:00 PM - edited Jul 15, 2019 1:01 PM
Love this! I see so many ads across Facebook & LinkedIn that I find so helpful. Just this morning I ran across this ad from Cotopaxi that I really loved.
I've been doing a lot research lately on backpacks. I'm going on a trip soon and need a new one. I love this ad for a few different reasons.
1) The testimonial is super helpful for me as I'm making my buying decision.
2) The picture of the ad doesn't do the creative justice. The ad has an amazing video of all the features this backpack has. After watching, I'm confident that this bag has everything I'll need when I go on my trip.
3) There is a clear CTA that brings me to a page where I can immediately buy. I've been doing research for a week or two now, and I'm ready to make a purchase. This ad lets me quickly get to the purchase page.
Ads like this are not only helpful, they enhance my experience on Facebook and LinkedIn.
Jul 19, 2019 2:50 PM
Funny you bring up Misfits Market because I just had my first box delivered today!
Bringing up a related issue to inbound ads: attribution.
Buyer's journeys can be complicated and when it comes to journey based advertising, last click attribution isn't going to accurately demonstrate the value of paid... Case in point for me, Misfits Market.
I saw a video on Facebook, which I thought was interesting but I didn't take any action on the ad. Instead, I texted my wife and told her I thought this was neat and what did she think. She also was interested. The next day a friend of her's posted a discount code where she and whomever purchased would get a discount on the box, which she texted me. Finally, we broke down and discussed it in person, like in the real world, with words and everything... We decided to go for it and I went directly to their website to make the purchase, so I'm forever attributed to direct traffic and there isn't a digital trail that leads back to the real driver for my purchase, a paid ad.
Of course, there is often a paid ad click somewhere in the mix and you can determine how much value that paid touch had in the overall process.
To hammer home the point, I ran an Amazon ads pilot for a client recently and at the end, if you were to look at the numbers for the paid ads itself you would have thought that he was bleeding money. Big picture though, his Amazon sales were up by a really nice clip and there was nothing else that we could contribute the bump sales to except the paid ads campaign. We played around with the spend in the following month and were able to confirm that even though all of the metrics associated with the campaign were poor, the ads were pushing sales up.