What's up, Marketers! This is Aazar.
This newsletter focuses on enhancing your paid growth marketing skills by examining top brands' strategies, tactics, positioning, and value propositions. It includes insights I've gained, lessons from other performance marketers, and analyses of the best online ads.
I have access to over 20 ad accounts that collectively spend more than $50 million a month on Meta ads.
Here are the top insights I have seen working in all those ad accounts:
1 — You need to unlock the full funnel to really be able to scale.
Accounts with millions in revenue are adopting a full-funnel approach, utilizing storytelling in their top-of-funnel ads.
They create ads that incorporate storytelling and have an organic style to educate a broader market about a problem that is largely unknown to them. This type of storytelling immediately engages users, moving them into consideration mode, and then comparison and offer ads convert them further down the line.
Here is an example of one of these:
2 - Video for top of the funnel, and images for testing and offers.
We use videos for a proven concept and angle that works, and find those angles with images.
Eventually, convert the users into accepting ads.
This is something only I have seen if you are spending beyond $500k/month
3 - The secret camera angle is CRUSHING it, steal it.
Here’s one we created, and the reason why it works: It has two people talking to each other about a topic, and it feels completely organic. This one has 54% hook rate and 23% hold rate.
4 - The street style is another one crushing with the hook and hold rate
Honestly, this is surprising because I wasn’t expecting this format to be so good. It seems like people naturally gravitate towards this kind of content. Although we don’t have a physical product, it somehow worked.
Thank you, School of Hard Knocks, for making it popular.
Consider this format if you're short on ideas. Even if your product doesn't elicit a strong direct response, your script can still be powerful and relatable enough to succeed.
5 - Andromeda is fully in effect.
Testing campaigns with similar or different visual hooks are spending more; Meta is not skewing the data to one ad.
Ads with similar visual hooks but different verbal hooks:
And different visual hooks, too.
Here are the top insights based on the current trends in the accounts that are scaling. I aimed to keep this newsletter intentionally brief.
If there is a topic you would like me to cover, please feel free to respond to this email.
Tools worth checking out - Raya from Atria.
We’ve introduced a new Raya tab with all your past tasks and outputs
Run multiple tasks at once
Pick up where you left off anytime
Understand your competitors
Raya can now analyze competitor strategies and trends, so you’re not just reacting to your own data anymore.
Example: “What trending ad angles should I explore right now?”
Connect your tools
Raya now connects with Notion, Google Drive, Asana, and ClickUp
Read data. Create documents. Update tasks. All through simple prompts.
Example: “Generate this week’s ad performance report and save it to my Notion workspace”
Ask Raya in Slack
Just @Atria in your selected Slack channels
Ask questions, get insights, generate reports, like talking to a teammate
I did it with my team and it works like a charm.
Happy Growing with Paid Social,
Aazar Shad
Since this newsletter is free, I do it to follow my curiosity. But I’d love it if you could leave some feedback so I know if I am helping you or not.
One I can help you, whenever you are ready:
Looking for more winning & scalable ad creatives. Book a call here. I’m open to more clients now.
