AL, SAM, and SPEAKER C critique Facebook ads for a teeth-whitening brand. They recommend ditching before-and-after shots, testing female targeting (women buy 70% of units but men convert cheaper), and framing whitening as a dating hack to drive clicks. Multi-image layouts and UGC-style videos perform better.
What can we do to make this image better? To start with, first of all, like, you don't have any of the normal King Kong format in there. Multi image with a viral story angle that immediately will give you a ctr. But just like you look at each individual component, we'll start with the image. What can we do on this to get it to grab people by the throat and drag them into our ad to stop them on the newsfeed? Right. How do we make it more sensational? How do we steal people's attention? And then you do your best that you possibly can on the image perspective. Do we have a gender that performs better?
Surprisingly, like, we were, they told us, like, females, but I've actually had some really good results with men. So I've been testing both female and men with different creatives.
Okay, good.
They actually paid Scott Disick for influencing, like, for photos.
I don't know who he is.
He's one of the ex husbands of one of the Kardashians.
Okay.
So we've been using him on there as well.
Yes. Okay.
But yeah, like, surprisingly, that first image that Hattie had up actually gives us really good results for men, which is weird.
So I think, I think with like, the clients, majority of their purchases are females. It's like 70, 30. But yeah, so we're seeing. We're seeing men purchase them at a cheaper rate right now, but they're getting less budget.
Okay, so let's rewrite this ad, right? Let's go with a crazy outrageous hook for this one. So why do. Why do people get their teeth whitened.
Look good.
Why do they want to look good?
To attract the opposite sex.
Why do they want to track the opposite sex, feel good to have sex. Right. So we had to go with, like, an outrageous hook and an outrageous angle. Right. And this is a flyer, and it may not work, but it might pull its head off. Right. You could go like the whole angle of, like, it's like a Tinder hack, right? Everyone's on screen, everyone's got Facebook profiles and just going directly for that market and like, that's ultimately what the end desired state is for this person is to attract the opposite sex. Right. And if that's the angle that we want to go for, is that's what we want to speak to, why don't we just go straight for it? Because we're going to test it with one of these angles, right. Which are much more softer. Like, ever wondered what you would look like with a million dollar smile? But I would really want to get down. I would want to make the image just for it feel like way more news and way more new and novel and newsworthy. Every single person has been hammered on Facebook with teeth whitening ads. Like, they just like, these guys go crazy on these things. So we've all seen those. So we can't do what everybody is done and expect to get like a breakthrough outcome. We have to do really, really different.
Sorry, can I jump in? Regarding the creative. Wouldn't it be cool to see a before and after shot can't do before and afters on Facebook invitation. No, maybe not. They are very bad with it. Yeah, we get around it without actually putting before and after potentially on their Instagram. I think they have some before and afters, but I've just avoided them just simply because Facebook. We've had Facebook have rejected before and afters too. Like anytime I've ever done them.
How thousands of Australian women are getting Tinder dates by whitening their teeth.
I like that.
Right. It's got the. The end benefit that they want, getting the Tinder dates. Plus it's gonna get you to click like crazy.
Did you write out your thumb down?
I did not. I just, I've just said it then and then going along the lines of like, if you wanted to go straight for the matter, like bikinis, fake boobs, surprisingly not. Like, the thing that gets like more profile clicks on Tinder is like a white smile and da, da, da, da. And just going in crazy with that angle and make it seem very, very newsy. And the same thing from the men angle. And it's an outrageous swing. But usually when these things connect, they go crazy. And you can imagine the engagement bait on that. Like, people are gonna comment like crazy on that. People will be tagging their friends. Told you, babe. Like, look at this. Let's get our teeth whitened and shit like that. And then to start to read about, like articles on Cosmo, Daily Mail, everything about what people are saying about that. Right. Let's just even Google Tinder dates teeth whitening and say it's even a thing. Dating with Tinder. Choose Invisalign braces to get better. There's something in the my smile design. So someone's already thought about this stuff.
You could talk about catfishes too, Al. Like people whitening their teeth through editing apps.
Yeah. So I would definitely go down that angle. That's what I would be doing if I had to do this. Because everyone's going to do the same thing in terms of the best performing creative for this Stuff is usually the user generated content with a video. Are you able to even just get a bunch of those pictures there and chuck them on Lumen and make a little video?
Yep.
And put a little text over it with the whole breaking news?
Yep. Cool. Cool.
How to get thousands of matches on Tinder. And look, the client's probably not going to like this angle. You probably wouldn't be able to use that headline, but the first headline I gave you, you'd be able to use. And it's only one test. Right. Small budget. You'd still run your one that you're running. But even if you weren't going to go with my outrageous hook and go with yours, at least if you took that image, chucked another image in the right hand side and then put like that little white thing with the glowing UV light on, on the left hand side of the page and wrote viral news story immediately, that you would get something that would be a lot better. And then for the headline, I wouldn't really use that headline for the actual ad itself. Right. That's more something that you would have on an, on an app, like advertorial or on the website itself. But I don't think it really piques enough curiosity. Even if you went along the lines of weird new way to get like the whitest teeth humanly possible, I think that that would get you a higher ctr. Cause our job right now is to get a better ctr. The conversion rates there, all of that stuff is there. We just need to get that CTR up. Tell Facebook that this is an ad that is newsworthy.
Yes.
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Sam.
