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AGENDA

Research: Understanding where to look and how to start the process
Briefing: Building a strong brief and how to manage input
Creation: Learning how to involve your designers and creative team
Launch: Setting up the ultimate testing structure
Retrospective: Measuring success and what it looks like
Iteration: Starting the next creative sprint and figuring out what’s next

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decoding social behavior

we don’t chase trends we chase consistency

1x official

case study

Meta Business Partner

Snapchat Partner

TikTok Partner

Pinterest Ads

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I’m Patrick

happily married 💍
busy but proud father of two awesome daughters Anika & Anna ❤️
I've been trying to learn to play golf for 5 years now #nevergiveup 😅

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Also: Patrick

🧠 read my first book about human psychology with 16y and that led me to�
+16 years in marketing
+7 years in paid social
+3 years UGC / AGC experience�
+ having a programming and data analytics background

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BONUS – PUSH IS THE NEW PULL

SEARCH IN PAID SOCIAL.

IF YOU DON’T ADAPT YOUR PROCESSES YOU’LL LOSE

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IN 2019 I NOTICED THIS

IT COMPLETELY CHANGED OUR WAY FOR OUR RESEARCH APPROACH

AND HOW WE NAME ADS (MORE LATER)

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USER BEHAVIOUR IS IN A BIG CHANGE

"In our studies, something like almost 40% of young people, when they’re looking for a place for lunch, they don’t go to Google Maps or Search,” he said. “They go to TikTok or Instagram.” - July 14, 2022

�Prabhakar Raghavan - senior vice president who runs Google’s Knowledge & Information division, which is responsible for Google Search

he added that Google “keep[s] learning, over and over again, that new internet users don’t have the expectations and the mindset that we have become accustomed to.” In terms of Google Search and other discovery methods, “the queries they ask are completely different.”

source: https://www.tubefilter.com/2022/07/14/tiktok-instagram-google-search-traffic/

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TIKTOK’S ANSWER

TikTok is upping its video descriptions from 300 to 2,200 characters.

source: https://blog.hootsuite.com/social-media-updates/tiktok/tiktoks-video-descriptions-can-now-be-up-to-2200-characters-long/

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THERE IS ONE SOLUTION WHICH SOLVES ALL OUR PROBLEMS��IDENTIFY SEARCH TERMS

💣

ADDRESS THE PROBLEM - SHOWCASE THE SOLUTION

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🚨BOUNS ALARM – AGAIN

EVER HEARD OF SOCIAL SEEDING, NO?

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FACT:

With every dollar we invest in impressions (no matter conversion or brand awareness objective we generate awareness for the whole industry not just for our product and brand.

So better watch out: if users treat meta, tt and youtube like search engines you should rank with your products in the top positions – it’s as important as the google ranking!

�ELSE: other brands take the conversions 🤦‍♂️ so you spent budget for the impressions (short-term) BUT lost it in long-term 💸

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RESEARCH

THAT’S YOUR STARTING POINT!

NEVER SKIP IT!

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STICK TO THE PROCESS ☝️

1️⃣CUSTOMER SERVICE / SALES TEAM

2️⃣SEARCH ENGINE

4️⃣SOCIAL SEARCH

3️⃣REVIEWS

START WITH THESE STAGES TO “PRIME” YOUR BRAIN

SEARCH FOR THE REASON “WHY”

WHAT ARE THEY TALKING ABOUT? AND HOW? (USE THEIR WORDS)

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STICK TO THE PROCESS ☝️

Our Agency Template: ��Click to open

5️⃣Store your results and KISS

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KEEP IN MIND

IT’S THEIR MIND NOT YOURS

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TO ALL BRANDS AND AGENCIES:�AVOID INVOLVING YOUR EGO! ��It’s not important what you THINK about “why” they are buying!

It is important what you KNOW!��-> JUST LISTEN TO YOUR CUSTOMERS AND DO YOUR RESEARCH

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GOLD

DIGGING FOR GOLD …

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TIKTOKT PROFILES

EXAMPLE: https://www.tiktok.com/@asos�Looks pretty normal at first sight? But it’s not ….

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ANALYZE THE OUTLIERS - THEY TELL YOU IMPORTANT THINGS �THE CONTENT WENT VIRAL OR MORE REALISTIC THEY USED SPARK ADS

TIKTOK PROFILES

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TIKTOK PROFILES

Simple 4 step analysis method:

Thumbnail: What is the Thumbnail about? User focus, product focus, …?
Hook: What can you see + read + hear in the first 2-3 seconds
Content: What’s the message / content afterwards? - education? entertainment? is someone speaking? just dancing?
Call-To-Action: Is it a direct response content? Which CTA are do you using & where are the using a CTA (just at the end)?

💡 Screen record or use tools like foreplay.co to safe the video and write down your insights / learnings -> share with your team!

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YOUTUBE RESULTS

SOCIAL SEARCH AND THUMBNAIL CHAMPIONS LEAGUE

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YOUTUBE RESULTS

THUMBNAIL CHAMPIONS LEAGUE

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SEARCH RESULTS

IDENTIFY THE USP

OF OTHER BRANDS /

COMPETITORS

AND THINK ABOUT:

WHY ARE YOU

BETTER?

HOW YOU CAN

YOU COMPETE?

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PAID SEARCH RESULTS

USE THE POWER OF SEARCH INTENT

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PAID SEARCH RESULTS

USE THE POWER OF SEARCH INTENT

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RULE NUMBER ONE FOR REVIEW AND COMMENTS ☝️

FIND THE WHY?

It’s not important what you THINK about “why” they are buying!

It is important what you KNOW!��-> JUST LISTEN TO YOUR CUSTOMERS AND DO YOUR RESEARCH

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RULE NUMBER ONE FOR REVIEWS AND COMMENTS ☝️

FIND THE WHY?

🥸

🙂

🤩

NO CONTEXT

GOLD, GOLD, GOLD

NO INFORMATION

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FINDINGS: PRESS-ON NAILS

We found two big topics and�made two concepts:

Concept 1: “how Press-On Nails Last”�Concept 2: “easy apply & remove”�

How do they speak?�(words they are using, etc.)

What topics are they talking about? What are their problems?

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ADVANCED

EVERYTHING RELATED TO SOCIAL SEARCH

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Brand assets

Channel Search Results for brand handle and hashtag - any mention (! MOOD BOARD !)
Read all comments

Competitor assets

Channel Search Results for brand handle and hashtag - any mention
Read all comments

Product / niche related

Channel Search for product

Identify�- Which problems do users have?�- Which solutions can you / did you offer?�- Are they talking in a good or bad way about your brand? (REPUTATION!)

ADVANCED

Identify�- Which problems do users have?�- Which solutions can’t they offer?�- Are they dissatisfied with anything?

Identify�- Which problems do users have?�- Which solutions are they seeking?

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Brand assets

(After-)Sales & Customer Service Team - Top 3-5 Qs
Customer Interviews / Messages
Post Purchase Surveys
Reviews: Shop, Amazon, Google

Competitor assets

Reviews: Shop, Amazon, Google

Additional

Blogs
Rating platforms
Affiliate Sites
Answerthepublic.com
reddit.com

What are your strengths?�- Are there buying-barriers?�- WHY did they buy?�- For whom did they buy? �-> buying indentation / context�- What are/were their questions / problem(s)?

What are their weaknesses?�- Where can you beat them?�- What makes your product better?�- What problem(s) can’t they solve?

What will they find if they are searching for you?�- Any good or bad ratings / blogs / conversations?

BASICS

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ONE LAST BONUS:

GET RID OF PERSONAS

START THINKING OF COHORTS:

EVERY ALGORITHM IS DOING THE SAME

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SPEAK TO THE BEHAVIOUR AND SOLVE THE PROBLEM

THEY ARE ALL IN THE SAME BOAT

PRESS-ON NAILS��IT’S NOT JUST FOR 26y old Sandra, having 1 kid, likes a nice iced coffee, partying every saturday

HAIR LOSS�

IT’S NOT JUST FOR 39y old Jon, single, likes new gadgets, cheering his favorite baseball team on weekends

VEGAN MEALS

IT’S NOT JUST FOR 21y old Amy, student, likes the library, going on demos as often as she can

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BRIEF STRUCTURE

ITERATION

RE-CYCLING

A MODUL SYSTEM HELPS YOU

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3. CREATION

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Don’t reinvent -

get inspired

This is the key for efficient creative sprints

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1. Use Meta’s Ads Library!

- Did you know you can use “keywords” to search in the library?�- Search for specific account handles (e.g. best player in your niche)��2. Search in TikTok Top Ads

- Filter and find inspiration�

3. Search Meta (FB, IG) and TT & YT organic

- Analyse: Thumbnails, text overlays, colors, copy, comments�- Filter and find inspiration

ROUND UP

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PITFALL

TIKTOK USES 2 DIFFERENT ALGORITHM FOR ORGANIC AND PAID

SEARCH RESULTS ON TIKTOK ARE RANKED ON ENGAGEMENT + KEYWORDS �-> DON’T FALL IN THE ENGAGEMENT TRAP!

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PITFALL

DON’T THINK YOU ARE THE SMARTEST IN THE ROOM.

USE THE SUGGESTION FUNCTION

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A hook is a combination out of

Text + visual + audio

What is a hook?

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Attention solves a very common problem: information saturation! We don’t want to miss anything …. ��So use the FOMO strategy for videos:

- Flip every 1.5 - 2 seconds�(depending on the complexity of the problem and product)

- zoom in/out while creator is speaking or showcasing the product�

- use b-rolls fitting the voice (audio + video increases the �

- highlighting text to strengthen the message

Keep the brain entertained

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DID WE REACH THE MAXIMUM SATURATION OF UGC?

STATICS PERFORMANCE IS AWESOME (BUT DON’T LOOK AT IT ISOLATED)

HIGH-PERFORMING VIDEO CONTENT IS GETTING MORE IMPORTANT

DON’T MAKE TIKTOKS MAKE ADS

AS DIRECT RESPONSE ADVERTISER WE NEED TO STAND OUT

TIME TO MAKE ADS AGAIN

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LAUNCH

FINALLY WE LAUNCH SOMETHING.

TIME TO CELEBRATE.

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SHORT RECAP

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SEARCH IN PAID SOCIAL

EVERYTHING AND EVERYONE WAS GOING BROAD.

SO???

HOW CAN WE HELP THE ALGORITHM FINDING BETTER CUSTOMERS UPFRONT?

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WHY YOUR ADS RUN THROUGH REVIEW IS SUPER SIMPLE. THEY ANALYZE A LOT TO KEEP THE USER EXPERIENCE HIGH AND ESTIMATE ACTION RATES AND RELEVANCE + QUALITY

1️⃣IMAGES

2️⃣VIDEOS / THUMBNAILS

4️⃣???

3️⃣LANDING PAGES

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AND I THINK ..

I FOUND SOMETHING

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MY THOUGHT PROCESS?

IF PUSH IS GONNA BE �THE NEW SEARCH ☝️

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HOW IS GOOGLE SHOWING IMAGES AND VIDEOS IN SEARCH RESULTS? 🤔

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AND HOW CAN I USE THIS FOR PAID SOCIAL 🤓

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SO I TESTED A FEW THINGS THE FOLLOWING MONTHS

TEST STRUCTURE: 1 AD SET - EACH 1 AD

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TEST STRUCTURE: 1 AD SET - 3 ADS IN IT

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THE ONLY DIFFERENCE:

SEARCH KEYWORDS IN FILENAMES

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INSTEAD OF GENERIC NAMING LIKE:

DATE-AD_TYPE-INFO or AD 1 - Taylor - new

I USED:

DATE-SPECIFIC_PRODUCT_NAME-AD_TYPE-DESCRIBED_THE_AD-User_generated_content-PRODUCT_NAME_LANDINGPAGE

LIKE:

20220427-press_on_nails_manicure-video-elyssa-presenting_nails_covering_face-user_generated_content-summer_color_nails_landingpage

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IMPORTANT FINDING:

LANGUAGE AND KEYWORD CORRELATION ON LANDINGPAGE

The keywords used must match the keywords on the landing page�(I think there is a correlation with the meta tags/metadata describing the content on the LP)�
that’s why - based on my testing results! - �english tags didn’t work on german landing pages and vice versa��3) Providing Google Product Category seems to have no influence

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TESTING SETUP: ADS PLATTFORM

AD SET / AD GROUP

ADs

CAMPAIGN

*Settings: Usually just age and/or gender Placements: Facebook: all placements | TT: TT only placement | Snap: all placements

Attribution: 7dc only

BROAD TARGETING*

HOOK 1

HOOK 2

HOOK 3

TESTING CAMPAIGN (ABO)

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TESTING SETUP: CREATIVE

RESEARCH (= ANGLE)

DIFFERENT WAYS TO ADDRESS THE PROBLEM

CONCEPT 1

HOOK 1

HOOK 2

HOOK 3

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TESTING SETUP: BEFORE YOU START

Formulate the goal of the test (TSR > 25%, AVGWT > 5 seconds, OBCTR > 0.7%, …)

Formulate the hypothesis (if we <variable> then <outcome>)
Write the brief for the designer (INCLUDING goal and hypothesis)
Setup testing campaign
Analyse after 3d + AM, final test result after full 7d

Start each creative at the same time -> use start date for the next day 04.00 AM morning or / deactivate ad set and start when you got the notification every ad is approved!

⚠️ HYPOTHESIS FIRST

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RETROPERSPECTIVE

Identifiying winner

explaining kpis and why chasing for high TSR and high average watch time will led you in the wrong direction

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VERY BASIC FORMULA

THINK ABOUT THE ALGORITHM:

Every platform wants one of these two things (or both)�- making you happy -> conversions�- making them happy -> keep people on the platform - great user experience lead to better distribution lead to cheaper costs

⚠️ GRAB ATTENTION

👀 HOLD ATTENTION

💸 MAKE THEM CLICK

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ENGAGEMENT IS KING

BUT CONVERSION IS QUEEN

THE BOSS IS A “CLICKING THUMB”

NOT A “WATCHING EYE”

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FIRST LEVEL

Engagement Level

CTR all

TSR

AVG

Watch Time

PROMISE

3-second video plays ÷

Impressions

(TP or) Video plays at 50% ÷�3-second video plays*

FATI

GUE

Post engagement ÷

Impressions

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FIRST LEVEL

Video Engagement

25%�->�50%

50%

->�75%

100%

3s�->�25%

75%

->�95%

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SECOND LEVEL

HOOKED

Outbound clicks ÷�3-second video plays

CPC

OB-CTR

PERFORMANCE PLATFORM DATA

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THIRD LEVEL

PERFORMANCE OFF PLATFORM DATA

Click

To

Purchase

Ratio

COST

PER

RESULT

ROAS

Purchases ÷�Outbound clicks

ALWAYS REMEMBER:

data may be delayed up to 3 days

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MAIN LEVEL

GA / SHOP DATA

AVERAGE ORDER VALUE

CUSTOMER LIFETIME VALUE

CONVER

SION

RATE

REVENUE

ROI / MER

ALWAYS REMEMBER:

CHALLENGE THE PLATFORM

BUT DON’T FORGET THE GOAL

(NEW)�CAC

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TOP 3 REPORTS IN MOTION

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ADD: VIDEO FUNNEL OBSERVATION

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6. ITERATION

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ITERATION ACTINO STEPS

Follow the steps:

Formulate the goal of the test (higher HOOKED rate, higher TSR, …?)
Formulate the hypothesis (=H0) (if we change <variable> then <outcome>
Write the brief for the designer (INCLUDING goal and hypothesis and referenz)
Write copy + cta
Approve creatives
Setup testing campaign / ad set
Analyse after 3d + AM, final test result after full 7d
Write results in creative testing sheet
Outline the hypothesis! H0 = True, H1 = False -> what’s your thoughts?
Winner? Yes! Start from 1 -> formulate new goal, hypothesis, …
Winner? No! Do we need a new concept?

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ITERATION ACTION STEPS

ITERATION BRIEF EXAMPLE:

CLICK HERE

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ITERATION INSPIRATION

THUMBNAIL

INTRO �(FACE VS PRODUCT)

TEXT OVERLAY

(COLOR & STYLE)

W/ VS. W/O TEXT OVERLAY

ADD PROGRESSBAR

CREATOR

….

RE-ORDER MODULES

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THANK YOU!��you can reach me on twitter or linkedin�twitter.com/pgatterbauer | linkedin.com/in/patrickgatterbauer