Advertising: Creative that SELLS on Facebook and Instagram Ads with Kevin Urrutia (episode 017)

by April Buencamino-dy

Kevin owns several successful eCommerce Stores, hosts the Digital marketing Fastlane podcast and runs the #1 Facebook Ads agency Voy Media

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How Kevin Got into Online Advertising

Kevin’s background is in programming and says he was always building businesses. His first company was a cleaning company, which is where he cut his teeth learning about marketing.

That process of building that business up let him hone his skills in all things digital marketing, advertising and more. From there Kevin got into FBA with the help of a close friend and says that today, business is more about marketing than ever.

Kevin keeps building businesses and learns more with every experience. He says he’s driven to beat his competitors and is constantly looking to level up. 

Starting an Agency

Kevin was doing Facebook ads for his own business and realized that he has a huge amount of experience that could be useful to other people.

Now Voymedia targets companies spending 20k-30k on Facebook ads to help them get even more value. They are especially excited to help people break barriers in the user created content realm. 

Helping Users Generate Great Content

Kevin says that one way Voy Media helps people give incredible content is simply offering them a helping hand. They offer users example reviews so people feel more confident creating their own content.

Voy Media can then take this raw material and add creative elements in order to make Facebook Ads content that resonates with consumers. The team does things like hand transcribe and program captions into the video, an extra step that Kevin says is well worth it.

If you’re having a hard time getting video reviews, Kevin says you can use someone’s image (with permission) but with voice over from an actor (or yourself).

Favorite Types of Ad

Images with star ratings and a quote work really well in the middle of the funnel with a carousel ad.  Kevin recommends using ellipses to edit the testimonials in order to keep word count low. 

Emojis 🙂 or 🙁

Kevin says emojis are great for bottom of funnel or middle of funnel ads. He says you can use the star emoji as a way to make it look like a five star review.

How Much Copy?

Copy length depends on the product itself. Fitness company’s for instance need more copy since users are interested in the story. No matter what though, the first line needs to be the clear hook or problem you need to solve.

Copy length is also dependent on who your audience is and frankly—how skeptical they are.  You need much less social proof for products that no one is particularly skeptical about.

Long copy still does well because you really get an opportunity to tell your product story and justify the price. 

Facebook or Instagram?

Kevin says they run both Facebook and Instagram ads, so it’s important to produce both vertical and horizontal versions of your ad.

This way you can run them everywhere and then watch closely to see which platform will perform better for your audience.

Insider Tips

If we’ve inspired someone to take their first step with Advertising Marketing – what do they need to know to give themselves the best chance of success?

For digital advertising—start small with something you can do or own already and make some ads. This is a really fun way to experiment and figure out what the knobs are. 

Once you’ve started of course you’ve got to ‘keep optimising’! So what’s your favourite way to improve advertising marketing performance?

Kevin likes to look at companies that are similar in size and scope to you and see what they are doing.

It’s impossible to improve our marketing unless we’re monitoring the performance – but the list of stuff we could monitor can be overwhelming. So what, for you is the number one advertising marketing KPI?

Cost per purchase or ROAS. This is the basic number to think about because it will tell you about how much money you have coming in. If you don’t care about this, focus on AOV

Crystal ball time – what’s coming up in the next 6-12 months that we should be getting ready for in advertising marketing?

Companies are going to be increasingly focused on creating media. Look for creatives to help you and widen your scope to include people like comedic writers.

Interview Links

Kevin on Social media:

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