Ecom Today Blog | December 4, 2020

Best advertising creatives to sell your product: types, structure and tips for creating a video

Best advertising creatives to sell your product: types, structure and tips for creating a video
Best advertising creatives to sell your product: types, structure and tips for creating a video
The E-commerce industry is a highly competitive area. Thus, if you intend to successfully launch a product onto the market, it is important to create a well-thought marketing strategy. Small businesses / enterprises compete with large corporations who invest colossal sums of money on advertising and marketing. In order to keep up with the rising competition, dropshipping stores should use various marketing instruments to generate solid traffic and profitable sales. That is why it is necessary to understand how to create the ad which will help to sell your product and have a high CTR.

Why do videos sell better than images? What is the structure of a creative idea? What is the optimal duration of the video? How to create a video by yourself? These are the questions we will touch upon in this article.

Facebook is a highly competitive platform with a constantly growing number of advertisers who strive to reach their target audience and find customers. Your task is to get your target audience for the lowest cost possible. To make it happen, your creatives should have a high click-through rate (CTR), and your ads should gain high engagement rates. The rule is simple: if you have a bad ad with low engagement, you pay more. If your CTR and engagement rate are high, you pay less.

Keep in mind that the product you offer should make the customers' life easier – either solve a specific problem or a pain point or save the clients' time / money. The product you sell should also have a "wow" factor, be unique or unusual. This is what you need to show in your ad creative.

If you want to learn how to identify the best products that will bring you profit, we have the solution. Based on our experience, we have compiled a checklist on how to choose the winning product for your droshipping store. We will teach you how not to waste money on advertising products that have no potential. To get a checklist you can contact us via Telegram or leave a request on our website.
The E-commerce industry is a highly competitive area. Thus, if you intend to successfully launch a product onto the market, it is important to create a well-thought marketing strategy. Small businesses / enterprises compete with large corporations who invest colossal sums of money on advertising and marketing. In order to keep up with the rising competition, dropshipping stores should use various marketing instruments to generate solid traffic and profitable sales. That is why it is necessary to understand how to create the ad which will help to sell your product and have a high CTR.

Why do videos sell better than images? What is the structure of a creative idea? What is the optimal duration of the video? How to create a video by yourself? These are the questions we will touch upon in this article.

Facebook is a highly competitive platform with a constantly growing number of advertisers who strive to reach their target audience and find customers. Your task is to get your target audience for the lowest cost possible. To make it happen, your creatives should have a high click-through rate (CTR), and your ads should gain high engagement rates. The rule is simple: if you have a bad ad with low engagement, you pay more. If your CTR and engagement rate are high, you pay less.

Keep in mind that the product you offer should make the customers' life easier – either solve a specific problem or a pain point or save the clients' time / money. The product you sell should also have a "wow" factor, be unique or unusual. This is what you need to show in your ad creative.

If you want to learn how to identify the best products that will bring you profit, we have the solution. Based on our experience, we have compiled a checklist on how to choose the winning product for your droshipping store. We will teach you how not to waste money on advertising products that have no potential. To get a checklist you can contact us via Telegram or leave a request on our website.
Why do videos sell better than images?

Why do videos sell better than images?

Video creatives can significantly increase the conversion of your ad campaigns due to the fact that they attract the audience and convey a certain message more effectively. Your customers get information concerning advantages of the product, its uniqueness and potential problems it can solve. What is more, while you set up video creatives you can get different metrics/data to help you optimize your future ad campaigns.

Specialists and advertising experts who test creatives, conclude that videos generate more traffic than images. The thing is that while scrolling the feed, users have to stop to watch the video post and understand what it is about.

Competition on Facebook and Instagram is constantly growing, so it is necessary to constantly search for unique ways to present your product and help customers distinguish it from hundreds of others to achieve competitive advantage.
Why do videos sell better than images?
Video creatives can significantly increase the conversion of your ad campaigns due to the fact that they attract the audience and convey a certain message more effectively. Your customers get information concerning advantages of the product, its uniqueness and potential problems it can solve. What is more, while you set up video creatives you can get different metrics/data to help you optimize your future ad campaigns.

Specialists and advertising experts who test creatives, conclude that videos generate more traffic than images. The thing is that while scrolling the feed, users have to stop to watch the video post and understand what it is about.

Competition on Facebook and Instagram is constantly growing, so it is necessary to constantly search for unique ways to present your product and help customers distinguish it from hundreds of others to achieve competitive advantage.

Advertising creatives can be divided into several types:

1. Demonstration

  • The main task of the creative is to show a product in action, tell the customer about its functions and ways it can be used;
  • The duration of the video is 30 seconds - 2 minutes;
  • Slides change every 3-5 seconds.
Example 1
Example 2
Example 3

2. Problem – solution

  • We identify the potential problem and show how the product solves it. This is the best option for advertising dropshipping products;
  • The duration of the video is 30 seconds - 2 minutes;
  • Slides change every 3-5 seconds.
Example 1
Example 2
Example 3
Advertising creatives can be divided into several types:
1. Demonstration

  • The main task of the creative is to show a product in action, tell the customer about its functions and ways it can be used;
  • The duration of the video is 30 seconds - 2 minutes;
  • Slides change every 3-5 seconds.
Example 1
Example 2
Example 3

2. Problem – solution

  • We identify the potential problem and show how the product solves it. This is the best option for advertising dropshipping products;
  • The duration of the video is 30 seconds - 2 minutes;
  • Slides change every 3-5 seconds.
Example 1
Example 2
Example 3
problem-solution
3. Testimonial

A testimonial consists of a person's statement extolling the virtue of a product. In other words, the person shows how he/she uses the product and talks about its advantages. This type of advertisement is aimed at making a potential customer draw a parallel between the person in the advertisement and himself. Your customer sees the person of the same sex, age and imagines he/she owns the unique product and experiences the same emotions.

  • Such videos are mostly used in retargeting campaigns;
  • Duration 25 sec - 1 min;
  • Slides change every 3-5 seconds.
Example 1
Example 2

4. Social proof

  • There is a group of people presented in the video. The purpose of this type of ads is to show that the product is widely used and has improved the lives of many people. Famous personalities, bloggers and influencers can be involved in the video;
  • Duration 30 sec - 1 min;
  • Slides change every 3-5 seconds.
Example

5. Awareness

  • This kind of ads is used to increase brand awareness. An advertisement informs about a product or brand, but does not always imply a call to buy.
  • This type of ad is not suitable for advertising dropshipping products;
  • Duration 25 sec - 3 min;
  • Slides change every 3-5 seconds.
Example 1
Example 2

Some other ad formats are:

Single image – This type of ads can be applied to advertising goods that do not require demonstration of its use (jewelry, clothes). Single images are also used in retargeting campaigns with an image of the discount amount and a promotional code.

Carousel - Suitable for targeting cold and warm traffic, as well as for use in retargeting campaigns. It is a universal tool you shouldn't underestimate. If you choose this format, you can show: 1 – product image, 2 – high rating icon image, 3 – good customer review. This is what makes it a great ad option.

As stated above, video ads are the most effective option for promoting your products. Therefore, we will focus on its structure and the process of creating one.
3. Testimonial

A testimonial consists of a person's statement extolling the virtue of a product. In other words, the person shows how he/she uses the product and talks about its advantages. This type of advertisement is aimed at making a potential customer draw a parallel between the person in the advertisement and himself. Your customer sees the person of the same sex, age and imagines he/she owns the unique product and experiences the same emotions.

  • Such videos are mostly used in retargeting campaigns;
  • Duration 25 sec - 1 min;
  • Slides change every 3-5 seconds.
Example 1
Example 2

4. Social proof

  • There is a group of people presented in the video. The purpose of this type of ads is to show that the product is widely used and has improved the lives of many people. Famous personalities, bloggers and influencers can be involved in the video;
  • Duration 30 sec - 1 min;
  • Slides change every 3-5 seconds.
Example

5. Awareness

  • This kind of ads is used to increase brand awareness. An advertisement informs about a product or brand, but does not always imply a call to buy.
  • This type of ad is not suitable for advertising dropshipping products;
  • Duration 25 sec - 3 min;
  • Slides change every 3-5 seconds.
Example 1
Example 2

Some other ad formats are:

Single image – This type of ads can be applied to advertising goods that do not require demonstration of its use (jewelry, clothes). Single images are also used in retargeting campaigns with an image of the discount amount and a promotional code.

Carousel - Suitable for targeting cold and warm traffic, as well as for use in retargeting campaigns. It is a universal tool you shouldn't underestimate. If you choose this format, you can show: 1 – product image, 2 – high rating icon image, 3 – good customer review. This is what makes it a great ad option.

As stated above, video ads are the most effective option for promoting your products. Therefore, we will focus on its structure and the process of creating one.

Video ad structure

1. Thumbnail

This is the cover of your creative – can be either a product image or a catchy designed picture. The thumbnail is loaded into Ads Manager while creating an ad.
Video ad structure
1. Thumbnail

This is the cover of your creative – can be either a product image or a catchy designed picture. The thumbnail is loaded into Ads Manager while creating an ad.
Thumbnail
2. Hook

Imagine a person scrolling the feed and seeing dozens of ads. Your task is to catch his attention in any possible way. The first 3-5 seconds of the video are the most important – they should include presenting most important /unique characteristics of the product or showing how the product solves the potential customers' problem.

Consequently, the first phrase stated in the video should be catchy. It can even be a meaningless phrase, contrasting and contradictory words. Your target is to win the attention of the buyer whatever it takes.

3. Body copy

This is the text of the advertisement that provides support and details about the product. This is where you should list the benefits, unique characteristics of the product, demonstrate its functions, the result of using the product, social proof, etc.

4. Call to action

It is necessary to indicate the urgency of purchasing the product or show the benefit of buying the product right now. For example, 50% off today, get yours before the sale ends, etc.
2. Hook

Imagine a person scrolling the feed and seeing dozens of ads. Your task is to catch his attention in any possible way. The first 3-5 seconds of the video are the most important – they should include presenting most important /unique characteristics of the product or showing how the product solves the potential customers' problem.

Consequently, the first phrase stated in the video should be catchy. It can even be a meaningless phrase, contrasting and contradictory words. Your target is to win the attention of the buyer whatever it takes.

3. Body copy

This is the text of the advertisement that provides support and details about the product. This is where you should list the benefits, unique characteristics of the product, demonstrate its functions, the result of using the product, social proof, etc.

4. Call to action

It is necessary to indicate the urgency of purchasing the product or show the benefit of buying the product right now. For example, 50% off today, get yours before the sale ends, etc.

    5 stages of the creative advertising

    1. Analytics (Facebook, Amazon, Aliexpress)

    Create a document where you will collect all links to competitors' ads. You can search for ads using the Facebook Ads Library. With its help you can see current competitors' advertisements, including texts, creatives, placements and links to landing pages. You can identify both the most popular ads, and failed ones.

    You should also collect information about your customers. We recommend reading about 50 reviews on Amazon or Aliexpress and taking notes of key points, reading forums, comments on YouTube and Facebook, watching video reviews. Based on the information collected, make a list of the main problems that the product solves.

    This step is a crucial step since the reviews are written by people who already used the product you intend to advertise. You may not even be aware of the problems customers face while using the product.

    You can use both the Facebook search bar and various spy services to search for ads. One of the services that might help you is Adspy.
    5 stages of the creative advertising
    1. Analytics (Facebook, Amazon, Aliexpress)

    Create a document where you will collect all links to competitors' ads. You can search for ads using the Facebook Ads Library. With its help you can see current competitors' advertisements, including texts, creatives, placements and links to landing pages. You can identify both the most popular ads, and failed ones.

    You should also collect information about your customers. We recommend reading about 50 reviews on Amazon or Aliexpress and taking notes of key points, reading forums, comments on YouTube and Facebook, watching video reviews. Based on the information collected, make a list of the main problems that the product solves.

    This step is a crucial step since the reviews are written by people who already used the product you intend to advertise. You may not even be aware of the problems customers face while using the product.

    You can use both the Facebook search bar and various spy services to search for ads. One of the services that might help you is Adspy.
     Google analytics
    2. Ad text

    After you collect necessary information, you should highlight key words and phrases. You can also use the description on your website to generate the text. Next, you need to compose 3-4 variants of the texts for the video to select video segments later on. The texts you compose will be later used for creating the ad text.

    Short announcement: catchy phrase / problem and solution to the problem, benefits of the product, social proof, call to action. You can use 3-4 advantages of the product in the body copy. This is the most common option.

    Long ad: catchy phrase / problem, story, solution to the problem, benefits, call to action. This video ad format is mainly applicable to older audiences since they are slower to make decisions and want to get more information about the product before purchasing it.

    You can also insert reviews into your ad. And do not forget that your ad should induce - this is very important as it will help you generate sales.

    3. Creating the video

    There are several ways of creating a video. The choice depends on your budget, technical capabilities and time expenditures. Note that there is no template that can help you generate successful creative campaigns in 100% cases. Your creativity and fresh approach are your main tools in attracting traffic to your site.

    Ways of creating video ads:

    • Addressing advertising specialists.
    • Making videos on your own or finding ready-made videos on the Internet and editing them. You may use Camtasia, Animoto, Inshot, Adobe Premiere video editing software.

    Where do I find free images, videos and music?

    There are dozens of services that allow you to get almost anything you need to create the ad for free. You can use stock videos, cool sound effects, but keep in mind you can only use materials that are not protected by copyright. Otherwise, your ad campaign will be blocked.
    2. Ad text

    After you collect necessary information, you should highlight key words and phrases. You can also use the description on your website to generate the text. Next, you need to compose 3-4 variants of the texts for the video to select video segments later on. The texts you compose will be later used for creating the ad text.

    Short announcement: catchy phrase / problem and solution to the problem, benefits of the product, social proof, call to action. You can use 3-4 advantages of the product in the body copy. This is the most common option.

    Long ad: catchy phrase / problem, story, solution to the problem, benefits, call to action. This video ad format is mainly applicable to older audiences since they are slower to make decisions and want to get more information about the product before purchasing it.

    You can also insert reviews into your ad. And do not forget that your ad should induce - this is very important as it will help you generate sales.

    3. Creating the video

    There are several ways of creating a video. The choice depends on your budget, technical capabilities and time expenditures. Note that there is no template that can help you generate successful creative campaigns in 100% cases. Your creativity and fresh approach are your main tools in attracting traffic to your site.

    Ways of creating video ads:

    • Addressing advertising specialists.
    • Making videos on your own or finding ready-made videos on the Internet and editing them. You may use Camtasia, Animoto, Inshot, Adobe Premiere video editing software.

    Where do I find free images, videos and music?

    There are dozens of services that allow you to get almost anything you need to create the ad for free. You can use stock videos, cool sound effects, but keep in mind you can only use materials that are not protected by copyright. Otherwise, your ad campaign will be blocked.
       Google analytics
      Free photo & video stocks


      Public photo & video archives


      Free audio libraries


      Customize your ad creative for placements:

      • 1x1 = Facebook / Instagram
      • 4x5 = Facebook / Instagram
      • 16 x 9 = YouTube retargeting
      • 9x16 = Snap / Tiktok / Instagram story

      4. Additional tools

      As soon as your ad creative is ready, don't forget to watermark it with the name of your site or domain. It is best to place the watermark in the center of the video with 20% -30% opacity / transparency.

      You also need to place the logo of your store in the upper right or left corner in medium size.

      5. Advertising testing

      One of the options for testing advertising creatives and texts is launching an ad campaign to increase engagement for $5-10 per day for 3 days. We use 5-10 ready-made ads with different texts and videos. The ad that shows the most engagement and CTR at the lowest cost is your winner. You can then use it in your next campaigns.

      We have shared basic guidelines for generating advertising creatives for your dropshipping store. We hope you found the above stated information useful.

      If you do not have enough experience, or want to save your time and effort, you can address our specialists. We will analyze winning competitors' creatives, search for suitable videos, compose the video structure that will help you sell the product, select music, create a thumbnail and insert a watermark. The video ad you get is guaranteed to meet all Facebook requirements and bring you sales.
      Free photo & video stocks


      Public photo & video archives


      Free audio libraries


      Customize your ad creative for placements:

      • 1x1 = Facebook / Instagram
      • 4x5 = Facebook / Instagram
      • 16 x 9 = YouTube retargeting
      • 9x16 = Snap / Tiktok / Instagram story

      4. Additional tools

      As soon as your ad creative is ready, don't forget to watermark it with the name of your site or domain. It is best to place the watermark in the center of the video with 20% -30% opacity / transparency.

      You also need to place the logo of your store in the upper right or left corner in medium size.

      5. Advertising testing

      One of the options for testing advertising creatives and texts is launching an ad campaign to increase engagement for $5-10 per day for 3 days. We use 5-10 ready-made ads with different texts and videos. The ad that shows the most engagement and CTR at the lowest cost is your winner. You can then use it in your next campaigns.

      We have shared basic guidelines for generating advertising creatives for your dropshipping store. We hope you found the above stated information useful.

      If you do not have enough experience, or want to save your time and effort, you can address our specialists. We will analyze winning competitors' creatives, search for suitable videos, compose the video structure that will help you sell the product, select music, create a thumbnail and insert a watermark. The video ad you get is guaranteed to meet all Facebook requirements and bring you sales.
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        Useful links

        ecomlife.pro/services – prebuilt dropshipping stores, Shopify store development, store review, video editing and other services.

        @shopifyeasy – our fast-growing Ecommerce & Dropshipping community.

        @ecomtoday_en – information channel with useful articles and topical news.
        Useful links

        ecomlife.pro/services – prebuilt dropshipping stores, Shopify store development, store review, video editing and other services.

        @shopifyeasy – our fast-growing Ecommerce & Dropshipping community.

        @ecomtoday_en – information channel with useful articles and topical news.

        In our Ecommerce Community, we unite everyone who shares an interest in selling items online and wants to enhance knowledge in this area.
        In our Ecommerce Community, we unite everyone who shares an interest in selling items online and wants to enhance knowledge in this area.