Roasting 2 Ads and Showing How To 2X Their Profitability

Roasting 2 Ads and Showing How To 2X Their Profitability

Today, we’ll be roasting some ads in different categories and show you how to make them much better.

#1 Ripley Rader 

• Landing page

• Active for. 5+ days

• FB Library

Roast:

Ok. So overall this is a great ad.

One thing they talk too much about is the feel of fabric and compression. Which is great and all but that’s not the main reason people would want to buy their pants.

Subtitles, I would include subtitles in the video where possible!

How to 2x their ad profitability:

When it comes to clothing, there are 2 types of people:

• People who want to fit in and look normal.

• People that want to stand out and look bold.

Guess which group of people is the largest? People who want to fit in.

Women care a lot about how they are looked at by their friends, husbands, coworkers, and just people on the street.

So I would test a bunch of ads where that’s at play. It doesn’t have to be high production with a lot of people reacting to the dress.

Just a creative execution showing that it’s a new cool trend accepted by society to wear these. And it’s normal!

Another thing is they run a lot of static image ads but don’t seem to be running carousel ads at all. I am not sure if they tested those but if not, that’s definitely something to test.

#2 Breakaway Match

• Landing page

• Active for 15+ days

• FB Library

Roast:

When I look at this ad creative, I see some vague phrases “transform your daily ritual”.

My brain goes into:

1. What does “transform” mean?

2. What do I get out of buying this?

3. How is this different from the stuff I get at the grocery store/amazon?

The ad copy clearly tries to convert people from non-consumers to match consumers. It talks about lifestyle, experience, etc… yet I don’t see the creative backing up the “lifestyle”.

How to 2x their ad profitability?

#1 Find what’s different about the product.

If there’s nothing different, then manufacture it. For example, it could be adding intangibles like the origin story, heritage, experience, and the new identity appeal (cool people drink matcha).

#2 I would also test ad creatives comparing regular matcha they buy elsewhere with Breakaway Matcha. For example, this video got 8M organic views. There’s clearly some interest.

#3 They seem to focus on converting new people to try matcha. Which I think is a big mistake. Focusing on the market that already buys matcha is much much easier. You just have to test a few differentiator points, add some social lifestyle appeal in creatives and you’re set.

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