🤖🚀 steal my £59m video ad playbook

Read time: 4 mins…

Welcome back folks 🫡

This week’s Hyper Growth Blueprint covers:

• 🌪️ It’s been a whirlwind Q3 so far…

• 🧪 Steal our proven Video Ads Testing System

• 🤖 Mega-Prompt of the Week

Let’s go… 👇

This weeks newsletter is coming to you from the Cotswolds.

It’s been a whirlwind August so far from all angles.

• 👍🏼new team members

• 👍🏼new clients

• 👍🏼trophies going out to clients for breaking records

• 👎🏼capacity squeezes

• 👎🏼illness

• 👎🏼new clients pulling out last minute

But as we approach the end of Q3 I am filled with excitement.

After much thought and deliberation… we are in the process off adding a new arm to our service that I think will be absolutely game changing….

…if we can execute on it right!

More on that in future… now it’s time for the good stuff… 👇

The BOTTERS. Video Ads Testing System

How we create and test hundreds of video ads in 7 days or less
(without a massive team or spending thousands on production)

1. Testing Structure

2. Create the scripts

3. Record the raw footage

4. Edit MVP Videos

5. Launching on Meta

6. Identifying winners

7. Scaling winners

1. Testing Structure

We see video ads as made up of three components.

• The Hook (first 3-10s)

• The Retain (middle section)

• The Reward (the ending final CTA)

We script and create each section individually so we can stitch them all together to make a bunch of variations.

The Hook is the MOST important thing when it comes to to video ads…

…so we are going to create 10 of them and only 3 of the other two.

The net result here will be 90 different ad variations.

2. Creating the scripts

Arguably the hardest part & where most get stuck…

…so I like to get unstuck with the help of AI!

• Use AI to create your ICP - make sure this is spot on first otherwise everything else

• Use a Hook Prompt to generate 10 hook ideas

• Refine the Hooks

• Use AI to create 3 Retains

• Refine the Retains

• Use AI to create 3 Rewards

• Refine the Rewards

3. Record the Raw Footage

My ethos for filming is: K.I.S.S

Keep it simple stupid.

In this testing phase all you need is:

✅ Good lighting
✅ A decent camera
✅ Crisp & clear audio

Standing outside or by a window with someone holding an iPhone is more than OK.

We are just looking to test the concepts first…

…and we don’t want to waste time, energy & resource on high-production if the core concept was never going to convert anyway.

After filming you should have a total of 16 video clips/files:

10 x Hook videos
3 x Retain videos
3 x Reward videos

4. Edit MVP Videos

Time to stitch them together.

To be efficient we will initially create 10 ads that consist of:

All 10 hooks + Retain #1 + Reward #1

This will allow us to test the hooks quickly first, identify the 2-3 that work best.

And then test the remaining Retains & Rewards.

The only other things we will ad in the edit at this stage are:

🎶 Background music
💬 Captions

5. Launching on Meta

Now it’s time to test these first 10 video ads on Meta.

We want to test them quickly & without wasting money on variants that do not work.

So… we use Automated Rules.

We create a rule that will automatically turn off our ad after it’s received 1,500 impressions.

That way all ads get shown to the same volume of people & we can quickly make an informed decision as to whether or not it’s working.

6. Identifying Winners

We are going to identify the winners using 3 metrics:

1. Thumbstop Rate

2. Unique Click-Through Rate

3. Cost Per Result

This is because each metric tells us something different…

1. Thumbstop Rate

This measures how effective the hooks are by showing the % of people that stop scrolling when our ad appears.

Our benchmark here is 35%.

You can create this as a custom metric in Meta by using this formula…👇

2. Unique Click-through Rate

This measures how effective the retain & reward are by showing the % of unique people that actually follow the CTA and click through.

Our benchmark here is 2.5%.

3. Cost Per Result

This measures the congruence of the ad and the landing page, showing us whether or not our ad has managed to capture the RIGHT people.

When you test using the 1,500 impressions rule, you typically will not get too many results.

So we largely base our decisions on the first two.

7. Scaling winners 

Now you have some winners it’s time to scale.

What I like to do is turn off the rules in the testing campaign and turn the winning ads back on.

I figure if they’ve already worked here, I want to keep it going.

P.S. Whenever you’re ready, there’s three ways I can help:

• Watch this free YouTube video I made: 5 steps to get your team using AI properly

• Watch this free video where I breakdown the 9-step system we used to generate over £59million in revenue for our clients last year.

• Stuck with your ads? CPA too high? Book a 1-1 call and we’ll diagnose the issue for you 🙂 

Mega-Prompt of the Week 🤖

Viral Hook Generator

Use this prompt to get over the writers block and get some juicy hooks created for your video ads 🙂 

(NB: All you have to do is refer 2 people to this newsletter using your special link below & you will unlock permanent lifetime access to this newsletter segment.)