Analyzing a Viral Ad Campaign 📈

Welcome to part two guys.

So in first part I showed you guys how to analyze your ads when it comes to like the, the columns and stuff.

So like literal analyzation.

Now I'm gonna bring you guys to like the actual ads and the, the important stuff basically.

So for this example I'll be.

Let me actually go to the ad section and let me see what the top spinner was.

This one.

So we're gonna start here.

Okay, I'm gonna click edit.

I'm gonna show you, I'm gonna show you guys literally everything.

So this is value, trust me.

Because if you look at these ad stats, not even trying to flex.

But this is insane.

Like you're not going to see this nowadays anymore.

This is like these ad sets are insane.

So anyway, let's get into it.

By the way, disclaimer.

this is not the main ad account that I used for the brand.

I did have a agency ad account that I couldn't find anymore which had like most of the data.

But this was like one of the other ad accounts that I used when my agency account was down for a bit.

So I, I don't want to say that my average cost per purchase was 9.

It was definitely not higher than like €23 though on this ad account it just ripped and had a €19 cost per purchase on average.

And like it just went super crazy.

But it was a little bit higher at some point.

But like I said, not, not a lot higher.

But I just want to give you guys a little bit more realistic expectations because like I said these stats are fucking insane.

So let's get into the ads.

I'm going to show you guys.

basically I hope you guys can hear the audio from my laptop.

I'm not 100 sure but I'll explain the video if you guys cannot hear it.

So I'm gonna just play the video right now.

Ok, Before I'm gonna explain this ad and how I analyze this.

Because when I analyze it obviously it comes from a lot of experience.

Like I, when I'm looking at this, I know why it's a good ad.

I know what to look at.

I know what to look for when I'm analyzing this.

So I want you guys to kind of replicate my way of thinking because it's gonna help you guys a lot.

But first I want you guys to guess why this ad performed so freaking, freaking the so well.

Okay?

1000 likes 700 comments 65 shares Try and think about why this ad worked.

Well.

You can pause the video if you want, because I'm gonna spoil it right now.

Okay, so pause the video.

We're gonna continue.

the reason this ad worked so well out of my hypothesis, if that's how you say it is.

First of all, it doesn't even look like an ad.

If you look at the video, I'm just gonna play without music in the background.

If you look at this video, it's basically like a really cute video of somebody putting his kid in a shirt.

I didn't even really get into the product so I don't have to because you see the product here.

But basically, it was a baby, a baby based brand.

People could put their baby in a shirt.

Really fun product.

It went really viral, back in the day.

Like this was like a year ago, a little bit more than a year ago actually.

So basically people could put their baby in their shirt and it was like super cute, blah, blah, blah.

so the reason I think, well, I know why this product worked so well.

First of all, it's super unique.

Second of all, it's a great gift.

Third of all, it's like one of those products where it's like, you see it and you're, you just became a dad and you're like really proud of your kid and then you see a product like this, it just clicks.

You know, it's like, that's so cute.

I want this as well for my kid.

So it's like there's a lot of different wow factor.

Like you'll probably hear the, the term wow factor a lot for a product.

This product literally had all of them, like every single wow factor.

You, you would want perfect audience as well, a little bit of an older demographic.

Not all dads are old obviously, but on average it's a really good demographic.

even when it comes to like ltv, obviously there's not a lot of LTV in this product specifically.

But what I did with the brand, I added like more products that were like targeted to like older babies or maybe to toddlers and stuff like that.

So as somebody's kids grow up, when they bought this product for me, I knew, okay, they have a newborn baby.

So when I add products to my store that are for for older babies and like what's it called and like older kids as well, then I know that I can still get customers and get them to buy products for me.

which I didn't really do with this brand because I wasn't that knowledgeable on E Com yet when I was doing this.

I was knowledgeable on marketing and ads, but not really on like LTV plays and stuff like that.

but that's something that, if, if I was running this brand right now, that's something that I would do, basically.

I did have some products, by the way, but, I never really expanded on it too much.

So the, yeah, basically all of the, the wow factors and USPs I just named about this product is the exact same reason the video is doing so well.

Because first of all, it doesn't look like an ad, like I just said.

It just looks like a very normal video, A video that could go super viral.

And the fact that it went super so hard on social media with like all the likes and comments, this would probably also be a really good video to post organically.

Second, of all, it's a great.

I think I already mentioned this, but not.

But you need to think about it in an ad way.

So, it doesn't look like an ad.

It's a really great gift and it's a really unique product.

So all of these things are things where if you're looking at this video, you don't even think about the fact that it's an ad.

You just think, this is such a cute product.

I want this as well.

And these comments, I cannot show them to you right now, but it was full of people like asking, where can I buy this?

I need this shirt.

I need to buy this, blah, blah, blah.

So people didn't even know that it was an ad.

Even though I clearly have like my primary text here and a shop now button, a lot of people still didn't realize that it was an ad, which is actually a good thing.

So when people were in the comment section spamming like, where can I buy this?

Blah, blah, blah.

I even had like, other people, put my URL there.

I didn't even have to do it myself.

Other people would do it.

It had like a community feeling to it almost.

So the reason this ad did so well is just because it's a super simple video.

The music on the background is cute.

The entire video just feels really natural and organic and it's, it's a really cute setting.

So for the target audience, this is literally perfect, right?

There's no 50% off.

There's no, you need the shirt because this shirt can hold your baby better than any other shirt.

None of that bullshit.

It just shows the lifestyle around the product.

It shows a desired outcome.

Basically, people have a kid, they want to be bonding with their kid.

They Have a new baby.

And this shows the perfect way to do it.

So it basically just shows the desired, outcome in the cutest way possible for the video to go viral.

Okay, so that's how I would look at this ad and be like, okay.

So basically it's a short video, cute music in the background.

It shows a desired outcome.

And that's what I did.

So what do I do after that?

What do I do after realizing how, how, why this ad went viral in the first place?

You start launching same variations of the exact same video, just a little bit different.

So here I'll play with sound again.

I hope you guys can hear it.

Pretty sure that you are that love of mine.

Wishing on everyone that you.

Exact same video, exact same style.

It's just a different person.

Even the same music in the background.

I don't know if you guys can hear it, but if you can't, I have the same song in the background as well.

And it has like a little text here.

But that's a really small variable.

But basically, exact same video.

This video went.

It didn't go as viral as the first one, but when it comes to profitability, it was, even more profitable.

€15 cost per purchase on average.

Fucking insane.

So, when it came to, like, these videos, Let me see you.

I think this one is for a different product.

Yeah, so this one also did really well.

Okay, I'm not a mom yet, but I am an aunt and my mom has this.

Okay, so this is a different product.

I don't want to get into this because it's going to get confusing, but basically, let me see.

This one had a really good cost for purchase as well.

So basically my hypothesis here is, okay, it works when you have a really cute lifestyle type of video of this specific product.

So that's why what I kept launching.

I do have to make a disclaimer.

This video was not mine.

I took this video from a competitor.

Do I recommend you to do that?

I think that I would get in trouble if I recommended you to steal content.

So I'm not gonna recommend you to do it.

All I'm gonna say is that I did it.

It worked good for me.

Would I do it again?

Yes, I would.

Not telling you to do it though.

I'm just saying that I would steal content to validate it before making my own content and spending money on my own content.

I would personally always steal content.

Hint, hint.

But I'm not saying that you should do the same.

So basically, I, launched even more videos that are like, in the same style.

So then I got this.

This one is my own creator, by the way.

So.

So at some point, obviously, I started buying the product and sending it to utc, creators.

So this is one of my own creators.

You get the point.

Exact same concept, different song this time.

This video also did really well.

And the thing that, like, obviously you're gonna start playing around with the video a little bit.

You don't want the exact same video every time because you want, like, new concepts, new winners, obviously.

So here we started, like, introducing a little bit more lifestyle.

So instead of just cute shots, obviously you see him outside drinking a coffee with the baby in the.

In the shirt and his other son.

And then they're sitting outside reading a book, him and his baby and his other side.

It just shows a bit more of a realistic day in the life.

This, video also did really well.

So we started testing a little bit of variations here and there.

And then, let me see.

I also have one that's like, really different, but this ed also did really good.

Play.

this one as well.

Babe, I got you a new shirt.

Try it on.

What?

Yes.

What is this for?

You put clove in there.

Stop.

I'm serious.

Put her.

It's like a little kangaroo.

She looks so cute.

She little teeny girl.

How do you feel?

You look so.

Both my hands.

Such a good.

Gives me so much nostalgia looking back at this.

This was like one of the first brands that actually went crazy for me too.

So it's fun to look at.

But anyway, here you do see a, call to action because like I said, we're at some point you're going to start testing different ads because you have to.

You want to diversify your ads a little bit.

So we went from a lifestyle type of video of only music in the background to a video with dialogue.

And it's more of a natural video.

It's like it's a UGC video, basically.

and this one also did really well.

So now we have two winning concepts, right?

We have the music in the background cute video.

And we have the dialogue funny, video surprising the dead.

Which the reason that this one probably did really well.

So now I'm gonna explain my way of thinking again.

Okay.

We had the first video, which is a really cute video that shows the baby in the pouch.

Now we have a second video.

And what happens in the beginning?

I want.

I want.

This is actually really important.

Okay?

Look at this.

Babe, I got you a new shirt.

Try it on.

What Y.

Hey, what Is this for you?

Put clove in there.

Stop.

okay, before I spoil it again, I, I want you guys to write down or think about why you think this video unlocked a completely new audience, okay?

Because it did.

So think about it.

Pause the video right now because right now I'm going to say it.

In the video, the shirt gets gifted to him.

So it opens up a whole new audience for people that like women that see this ad are like, my God, I need to buy this for my boyfriend as well.

my God, I need to buy this for my husband.

my God, my brother just got a kid, I need to buy this for my brother.

Stuff like that.

You know, the other videos is a cute video.

Anybody could see that and buy it.

But in this video it's like specifically targeted towards women that might want to gift it to somebody.

You know.

It doesn't mean that those are the only people that bought after seeing this ad.

It's still a cute video.

It's still like a video that could go viral on social media.

But the the important thing here is that we unlock the factor of, see, it's a great gift.

In the other video we didn't have that.

So we unlocked like small target audiences basically by changing up the video a little bit.

So I want you guys to really think about when you're looking at ads.

When I look at this and this ad is doing really well and I'm analyzing and I'm seeing, the other ad had like 50% men, 50% women buying the product.

But this video has 100% or 90% women buying the product.

Obviously that's going to tell me that probably more people are buying this and want to gift the product, telling me, gifting is a really good angle.

Maybe I can make more videos around, gifting when it comes to this product.

So that's why analyzing your ad is really important because you can open up like different pocket audiences and you can expand your Persona like crazy at some point, you know.

so I really want you guys to like, your way of thinking needs to be extremely logical when it comes to analyzing ads.

It's not about, this video is performing well because he's sitting on a white sofa and maybe the contrast with the yellow blanket is making it eye appealing.

No, that's no psychology goes deep, but not that deep, especially when it comes to, when this is not the, the main thing in the video.

It's about, it's a gifting angle, it's a cute product.

It doesn't even look like an ad.

People are seeing, seeing it, and they were going crazy in the comment section asking, where can I buy this?

Where can I buy this?

So clearly the video did something to, like, emotionally trigger people to want to buy this product as well.

They want to be unique.

They want to have a cute gift.

Imagine if you're like, if you were an older woman and you go to a, I don't know, you go to like a party with all, your family and your friends, and it's like your, your brother's birthday and you gift him this, and then he puts it on and he puts his baby in.

You just know that everybody at the party is going to be like, that's so cute.

This and that, and then you're going to feel good about being the person that did that.

So there's like, a lot of emotional attachment to a product like this as well.

It's not just, it's not just a cute product.

It's a really good gift.

It's a storytelling thing.

It's like, there's a lot of things that come to the product and the, the way you show that with your ad, basically the way you can, like, use your ad to tell that story in just, like a really small time frame.

It doesn't have to be a small time frame, by the way, but that's like, that's what makes the ad, makes the ad winning or not.

Okay, So I did test a lot of different ads before coming to these winners.

I had a lot of image ads.

I had a lot of like, 50, percent off.

Now I had a lot of like, you need this because it's like, healthy for your baby.

And, if you buy this thing, if, you buy this shirt, your baby is gonna have a better connection with you.

All of that stuff didn't work.

People don't care about that.

People just care about seeing something cute and buying it for somebody else or for themselves.

Okay?

So you really need to understand your target audience.

In this case.

My target audience did not give a fuck about USPs.

They did not give a fuck about having a connection with their kid being in their shirt.

They just gave a fuck about having a cute product in this case.

Okay?

So you need to be able to identify that.

And you're not going to be able to identify that if you don't know what your ads are doing and why your ads are winning.

You can throw shit at the wall and maybe it sticks.

But if you don't know why it sticks, then you get what I mean.

Like, you need to know why these ads are winning so you can expand onto that.

So, the thing about this brand is, though, I find it really hard to really give you guys a lot of lessons, because, to be fair, it's really not that difficult to convince people to buy a product like this.

like, for example, if you're selling, like, supplements, right?

Or you're, like, in the health niche, you have a way bigger niche.

You can skill, like crazy way bigger LTV as well.

But you need to really convince people that your product is gonna, like, help them and get them to reach their desired outcome.

Basically.

In this case, it's just a fun product.

Like, there's not a lot of marketing behind the thought process, basically.

I also had no landing pages, no funnels.

I didn't really test offers like crazy.

It just clicked because of the ads, mainly.

But for a lot of brands, you're gonna have to get into, like, copywriting.

You're gonna have to get into, like, funnel building, getting really good landing pages, and, like, really building everything out and making everything super congruent.

in this case, I just launched videos straight to the product page, and it just worked for this specific product.

That doesn't mean that that's going to work for every product.

for some products, it does work.

It just depends.

Everybody's journey is different.

Everybody's brand is different.

So you really cannot compare each other's journey to each other, basically.

but I just want to give you guys the way of thinking, because that is applicable to everything.

If you have a healthcare brand and you want to know why is this ad working?

It's the exact same type of formula.

So if you're looking at, I think the final.

Had a video in school, and he took, hey, Shape as an example, and he had a really good example there.

Basically, what Heyshape did, they had a certain video formula that just worked well.

It was like somebody putting on the bodysuit and doing something like this and then being all, surprised.

And then it would go to the unboxing part.

So it was future pacing first.

Then it would go to the unboxing, part.

Then it would go to the part of them putting it on, and then it would go to call to action, right?

So when you have a video framework that works, you can keep rinsing that out.

You can keep doing it over and over again.

You can take Asian girls, black girls, white girls, Hispanic girls.

Just, like, complete, like, make the target audience as big as Possible and have somebody for, like, every type of demographic.

So people feel like, so that's what I would look like if I use the product.

You know what I mean?

So it's really important.

That's also a really important part.

I did that with this brand as well.

At some point.

I tested, like, an Asian dad.

I tested black dads, I tested white dads.

Just to fill out the demographic a little bit.

for this specific brand, it was mainly white people buying, I think.

Well, I don't know if it was mainly white people buying, but the videos with white people perform better.

I did have one that did really well, that was a black dad.

But I don't know if it was in this ad account.

I don't think it was in this ad account.

But yeah.

Anyway, for example, if you.

Okay, so if you're selling.

If you have, like, a jewelry brand for women, for example, and you have, like, an Asian model and a black model, right.

And the Asian model is getting all.

Is super profitable, it would tell you that, okay, since the Asian model is probably, is more profitable, my target audience is probably more Asian women than anything else.

It doesn't have to be.

Maybe the Asian woman.

Just translate your product better.

Maybe people are just more inclined to buy your product because she is Asian.

Doesn't matter.

End of the day.

Is it profitable, yes or no?

So that's really important to know.

You need to know what type of people you need on your ad to make the brand profitable as well.

Like I said, in this case, it was white, people.

So test stuff like that as well.

It's more important than you think.

Like, these things can literally make a losing ad a winner.

It can literally make your unprofitable brand profitable overnight just by making small changes like this.

But you really need to analyze it.

So I hope this video was valuable for you guys.

I hope you guys learned something.

Now you know how to look at these columns and you know how to, like, look at the ads and how you need to think about the ads to really learn something from them.

So actually do that apply all of this?

Like I said, if.

So, if one of you guys takes this product that makes a brand out of it.

I don't recommend it, by the way, because there's a reason that I quit the brand.

The margins were, like, really, margins weren't great.

And at some point it just wasn't performing as well anymore.

And I tested a lot of stuff.

It just wasn't doing well.

But if one of you guys are stubborn, Enough to try and you, you get it to be profitable, then props to you I guess.

I don't, I don't really care.

And if one of you guys is able to get ad stats like this that I had back in the day, please hit me up because I might just hit you up for coaching myself because like these ad sets were insane.

I don't know how this happened.

It was fucking crazy.

But right now it's like I don't want you guys to have, I already told you guys in the beginning, beginning of the video I don't want you to have like unrealistic expectations, like to be completely like transparent CPM.

Usually this is going to be around like 50, like you're going to have like a $50 CPM, something like that.

It could be even more.

It could be like 100, it could be like 20.

Let's say realistically your CPM is going to be around 50.

That's like a good average.

In this case it was only eight.

Yeah, I cooked in this brand bro.

Gosper link, click on average.

You're gonna want to be around a dollar.

but I think I already explained this in the previous video so I don't want you guys to get any unrealistic expectations.

These stats were insane.

Like gospel.

Purchase for €19 is doable.

You can't do it if your AV is also like pretty like relatively low.

It's just really unsustainable.

Like when you're, when you start to scale, your cost per purchase is probably not going to be 19.

That's almost impossible when you go to really big numbers.

So don't get any unrealistic expectations from this.

Don't think that when you launch ads your ad account should look like this because I promise you it's not going to.

I want you guys to focus on AOV ltv.

Make sure people spend as much money as possible because the more people spend on your website, the more it allows you to spend on ads.

And the more you can spend on ads, the more people you can get.

Trust me, the brands that spend the most on their customers, they win.

If Your CPA is 200, if you can afford the $200 CPA for example, you're going to be able to like out compete any other brand in the industry because it's just, it's even, even hot.

Some brands go even higher.

So don't look at this and take an example from this.

It's not really doable.

I hope you guys learned something from this.

Apply this.

Use this way of thinking with any ad you see.

Also from comp.

You can also apply this to competitor ads.

So when competitors have, like, really good ads and you want to analyze them, you can use the exact same way of thinking.

Okay.

So hope you guys learned something.

Have a good day.

See you guys in the next video.