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Tip: try and use odd or out of the ordinary numbers, they are more trusted and stick out (89% vs. 90%, 102% vs 100%, etc.). Saying “50% more” sounds made up, saying “53% or 48% more....” sounds real and sticks out in the feed”
Ad Type Tags Explained
*Some of the definitions are self explanatory (Memes, Free trial, Demo CTA, etc.), so feel free to ignore those 😁
1-to-1 ABM - Ads created specifically for one company. Often using the companies logo in the image and copy. 1:1 ads typically typically have higher CTRs & can be effective depending on your industry/messaging BUT also hard to scale. Definitely not for every org and whatever you do, do NOT target Germany.
📝 Apple Notes Screenshots - Coming from the B2C world, this low cost, low effort ad type sticks out that sticks out in the feed (has less of an “addy” feel) can help tell your story in a very relatable format.
Authority - Great way to show your companies credibility and reliability. Many ways to do this, but often shown with G2 badges, Gartner Magic Quadrant, featured in Techcrunch, Forbes, etc.
Before & After - Another B2C ad type that made it to B2B bc it works. This is an showing the buyer's life or company before AND after your product or service.
• Bullet Points - An alternative to the classic Headline 1, Headline 2, CTA ad formula. This ad is an effective way to share your message in an easy to consume format. Often used as Headline 1 with 3 bullet points under it and imagery that matches.
Demand Gen - This is a catch all category for ads that might not fit into the other ad types but are great zero-click ads 😁
Demo CTA - An ad with a demo call-to-action, used to help convert people. Typically best for remarketing, lower funnel campaigns.
Free Trial - An ad with a free trial CTA.
Mascot Madness - Ads where you use a mascot or thing (Think Clippy or SalesForces’ Ewok looking thing) that helps connect all your content, ads and brand together so when they think of that “mascot”, they instantly correlate it with your brand.
Memes 😅 - Using Memes in your ads, that are catered toward the message you’re trying to portray. These are much less “addy” and when executed right, can have great engagement and shareability.
New Way, Old Way - Showing off the new way of doing thing vs. the old. Similar to before and after but often at a higher level such as spreadsheets (Old) vs. software (New) or spending countless hours on a task vs. automation.
People Imagery - Ads using people imagery (Often instead of product imagery). People imagery works, it can bring your brand to life and stop the scroll especially when using it so portray emotion.
Product Marketing - Ads promoting the product, or features of a product, often used with product screenshots.
Visual and Textual Relatability - This is where you relate something your buyer would understand (Nostalgia, a popular show, game, everyday nuance, etc.) and relate it to what your product or solution solves for them.
Scroll Stopper - Ads that STOP THE SCROLL bc the concept is so out there, unique or just different that it is likely to stop someone scrolling (Subjective, of course).
Slack Convo - Another way to share your message in a very relatable way. A lot of orgs, use Slack so they’ll recognize it. Use it to portray a likely conversation of someone using or wanting to use your product or service. If targeting enterprise, you could also use Teams ( As most enterprise brand use Teams over Slack)
Social Proof - The oldest (and most effective) marketing tactic, ever. Best for any stage in the buying journey to show that others love your company too. Social proof sells, don’t sleep on it.
Stats 📈 - Stats in ads stick out, using them in yours can help stop the scroll while explaining expected results, customer results and/or information that is relevant to your buyer.
Testimonials - Ads sharing customer testimonials, social proof never loses and by showing real customers and what they have to say, especially in the small world of B2B where everyone knows everyone, it’s an amazing way to spark word of mouth or at least get your prospective customers, talking to your customers
Text Message Convo - Similar to the Slack convo, portraying a likely conversation of someone using or wanting to use your product or service in a way that everyone can relate to (text messages). Creating doesn’t need a lot resources either with free tools like this
.Us Vs. Them - Yet again, another proven B2C ad that’s made its way to B2B. These ads show why you vs. others. The others could be a direct competitor, could be be shown as “others” to be safe and/or a category as a whole.
Webinar - An ad promoting a webinar but in a way that people might actually want to attend 😁
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