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That 6 second cat food ad taught me to write shorter spots, I cut my client's script from 30 to 10 and his cost per lead dropped by half
I run ads for a small landscaping company in Bakersfield and I had been writing these long 30 second radio style spots for his Facebook page. Last month I kept seeing that little cat food ad where the whole thing is just a cat staring at a bowl for 6 seconds and it hit me that nobody was watching past second 4 of my client's stuff. I pulled the wordy intro, cut the phone number read, and got the whole thing down to 10 seconds with the price right at the front. His cost per lead went from $19 to $8.50 in two weeks and he called me asking what I did. Has anyone else noticed short spots crushing long ones lately, or is it just working because his market is small?
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ray3631d ago
The piece nobody talks about is where people are seeing these spots. On Facebook, your 10 second video gets looped by the algorithm if watch time holds up, so a short spot can rack up way more views for the same ad spend. That 30 second version was probably getting killed in the first 3 seconds and never got pushed to anyone new. Small market or not, cut the fat and the feed does half the work for you.
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