The Art of Attention Grabbing
The ad component that makes viewers curious, shocked, or entertained in the first moments.
What is the hook?
These are the three primary stages of a story used in performance ads.
What are hook, tension, and call to action?
This phenomenon occurs when users see repetitive, uninspired ads from a brand.
What is brand fatigue?
The primary goal of direct response copywriting in ads, encouraging users to do this immediately.
What is take action/make a change?
TAB1: Story element missing from this ad.
What is a hook?
This editing technique, used in the first few seconds, helps keep viewers visually engaged.
What is using multiple scene changes/fast paced scene changes?
Before launching into a new channel you need to know these.
What are platform-specific creative techniques and styles?
Reducing this in the user journey increases the likelihood that a viewer will follow our call to action.
What is friction?
The least important copy on a Meta ad (but still important)
What is the post text?
TAB2: The main issue with this ads library.
What is every ad looks the same?
A strategy where ads highlight common problems before presenting the product.
What is a problem - solution narrative?
The main advantage of addressing a user’s pain points in an ad.
What is helping users feel understood and more likely to engage?
The order of importance based on the visual hierarchy of a meta-ad
What is creative, headline and post copy?
What are short, concise sentences?
What is risking our Meta account being taken down?
The technique of making an ad blend into a user’s social feed without obvious branding.
What is creating native-looking content?
This component of an ad story demonstrates a change that the viewer wants to experience.
What is an ideal after state?
Emotive messaging is crucially important in this stage of the funnel.
What are low-intent or cold audiences?
The reason 'clever' copy may fail to promote change.
What are users leaving remembering the copy not the product?
TAB4: An improvement that could be made to this ad.
What is adding reasons to believe?
The 3-4 metrics that measure the impact of your setup, tension and call to action?
What is Hook rate/thumbstop rate, hold rate and click-through rate (bonus for see more rate)?
Based on the content briefs should include what elements?
What is setup, tension, resolution, before and after state?
These elements, often used in ads, like testimonials or reviews, serve as validation for users.
What is social proof?
The reason copy focuses on benefits rather than features to make products more appealing.
What is because benefits directly address user needs and desires?
TAB5: The missing element from this ad
What is nothing it's one of our most successful ads?