We have a marketing technique we call ‘The Money Message’. I’ll use this example to show you you can analyze your advertising for effectiveness.
We select a target audience. We create a large number of ads. We find the winners and then start the work on tuning the funnel.
Here is a case where we have created 97 Facebook ad headlines. As you might expect, a few ads get most of the clicks and have favorable economics.
It’s not 80/20! In fact, the 4 best ads got 53% of the clicks.
So we analyzed our winners to understand the emotionality of each so we can match our emotionality with the landing page story.
The winners have a decent CTR. The emotionality differs widely.
The next step is to mirror the emotionality of the ads with the landing page.