Brandon Ham | Ecom Advertorials

@TimpanoDante 100% @iamshackelford. Likely has more data than anyone on this

Looking to talk to someone who specializes in retention & LTV for subscription programs Happy to pay for your time $$$ Who should I talk to? Tag the 🐐’s below!!

@IfeanyiArinze10 Hey @IfeanyiArinze10, glad you've found it valuable And I don't right now

@iambrandonham Hey Brandon, I've gotten so much value about writing Advertorials from you, wanted to know if you offer paid consultation?

This. It's the same with copy The value is the years of split tests and data on advertorials, longform ads, and scripts Not everyone knows which structures, angles, went on to spend millions

@yvs030 Thanks for the tag!

@harrydelmege_ @iambrandonham

Who run the best advertorials in e-commerce?

@mehrangul_10 appreciate the tag!

@harrydelmege_ @iambrandonham

@EcomAlvaro Guarantee, bonuses, pricing justification, urgency, testimonials, etc And yes different combos and organizations (2 sections vs 8 sections etc.)

@iambrandonham What elements make up a strong closing section? When testing different closings, does that mean some of these elements are changed?

Easy win for those of you with scaling listicles. Test different closes at the bottom of the page. We ran a test where a longer close dropped CAC 21% and increased cvr by 25% Same listicle, same reasons, just a longer close.

We see the same, but figured part of it was selection bias The brands we work with are often already having success with multiple pages and just want more. Or they like the idea and put the effort into making it work (getting Native traffic working etc.)

@sonny8s @danavirsarria It had a significantly lower CPA out the gate and then was able to scale to a higher daily spend and maintain it but other ad kept running so was both

@iambrandonham @danavirsarria so the tweaked one had a much better conversion rate? or just allowed you to scale more wider etc. or both? thanks

If you're scaling with video stop chasing "new" and try re-writing your best script multiple times We had one that spent ~$200k over 2 months so we wrote 16 versions of it (different writers, different sections, etc.) Most didn't beat it but one took off and spent over $1M

@danavirsarria Yeah the videos were voice over + footage. So not only was the copy re-written but the editor was also making changes Idea was basically that we found something that worked and wanted things that were "different enough" but still kept the core that made it work

@iambrandonham Is anything visual changing in the ad along with those rewrites?

@AustinDix0n And here i thought we were already friends 🥲

@iambrandonham can I pay you to be my friend before I put my head through a wall? 😂

Helping a friend crack an offer is one of the best feelings in this game. Offer was spending under $1k/day at 50-75% BE for a while. Tested a ton of different assets, offers, pricing, and nothing was moving the needle. A few weeks ago we launched a new page type with some new ads and now it's pushing out a few thousand in profit every day. Now the real fun starts

@theericcarlson Yeah not talked about enough. Had a TOF page that crushed for 3+ months. Beat the control by a solid amount when tested. Ended up retesting 4 months down the line and it actually flipped back to the control

A/B test wins aren’t always permanent. Sometimes they’re seasonal. I remember the first time I saw this at Hunt A Killer. During Q4, we tested adding a pre-purchase upsell flow. Normally, this adds friction. More steps. More chances to lose the sale. But the result surprised us. AOV went up. Conversion rate also went up. It was a clear win. Then Q1 came. Conversion dropped. Some of this was expected. Post-holiday demand always softens. But we decided to retest some of our previous winners. The same upsell flow that had improved conversion in Q4 now hurt it. Same offer. Same product. Same flow. Different season. Different buyer mindset. In Q4, buyers were more decisive. They had urgency. Many were buying gifts. They were more tolerant of friction. In Q1, buyers were more cautious. Less urgency. Less intent. The upsell didn’t change. The buyer did. We saw this pattern repeatedly. Certain upsells would win during peak buying periods and lose outside of them. It was a good reminder that test results live inside context. Season Intent Demand level Traffic mix All of these influence outcomes. Not every win is permanent. Some are conditional. And the only way to know is to keep testing.

@realPaulLeeds Depends but usually one of the following • Proof it works (competitor, our own ads, etc.) • Proof there's interest (research, survey, reviews, etc.) In some cases will get initial proof with ads but other times will just go for the advertorial swing right out of the gate

@iambrandonham 100% this. When I’m running a team I like to Test fast via statics ~> then scale to ads ~> if concept still works make an advert with multiple releads asap. What signals are to usually using to pick angles for adverts @iambrandonham?

Everyone's talking about how AI makes it easier to test more creatives Which is true But no one's really applying that same speed to pages Seen some big wins in accounts that are scaling page tests just as fast as creative

@thedanielokon Yeah easily the best one for copy right now

@iambrandonham Using Claude now?

Just canceled our team ChatGPT plan. AMA (we use Claude & Gemini mostly)

That's like asking what a fair price is for a Native Agency Depends on skill, what they handle, etc. With advertorials have to factor in if it's just copy, or includes design, dev, images etc. As well as is if it's 1 page or multiple for same offer etc. All that said I personally wouldn't pay over $1500 for a single page

@iambrandonham What’s a fair price

5k for an advertorial is insane (even 2k is too much) There's a good chance the first page won't work, and all you're paying for is C- copy in a nice design 1) Hire a copywriter to write multiple pages 2) Use a simple page builder to get an MVP 3) Send traffic and get data on the pages 4) Optimize and iterate based on results Then if you want your page to "look nice" go pay a designer to re-do it But still split-test the new page vs. the original as i've seen so many "beautiful" pages perform worse