Hook
A hook is the opening element of an ad or message designed to grab attention and compel someone to keep watching, reading, or listening. In advertising, a strong hook is what determines whether your audience engages with the rest of your ad or moves on.
-
Judging an Ad That's Already Run
A weak ad and a weak audience look identical in the numbers.
When an ad underperforms, owners usually blame the audience or the budget. But the platform's algorithms often spend much of your budget reaching people outside the audience you picked, so the report afterward doesn't...
-
Judging an Ad That's Already Run
An ad ran and flopped. Which part of it actually failed.
A bad result from an ad is not one problem. It is almost always one specific point where people stopped, and the numbers around that point tell you exactly where.
-
Judging an Ad That's Already Run
Where people quit your funnel tells you what's broken in the ad.
An ad that gets impressions (times it's shown) but no clicks has a different problem than one that gets clicks but no sales. The stage of the drop-off names the fix.
-
Judging an Ad Before It Runs
Problem-first or product-first: how to pick your ad's opening.
Whether an ad should open by naming your customer's problem or by introducing your product depends on how much the viewer already knows they have a problem, not on which formula the marketer prefers.
-
Meta ads
Meta Ads are paid advertisements you run on Facebook, Instagram, and other Meta platforms to reach potential customers.
-
Small business
A business owned and operated by a small number of people, typically spending limited budgets on advertising to reach local or…
-
Advertising
Paid messages you place on platforms like social media and search engines to reach potential customers.
-
Convert
Convert means to turn a potential customer into a paying one, or to move them from one stage of buying to the next.
-
Click
A click is when someone taps or selects a link or button in an ad, usually to visit a website or landing page.