This little tweak in the ad copy got us from 1.5 ROAS (Return on Ad Spends) to 9+ ROAS in two weeks
We started running ads for an apparel E-comm client on 19 June. We started the ads from scratch (zero data).
Despite testing out a ton of copies we were getting CTRs below 1%, with no sales. Actually, in the first five days, we made two sales (on father's day)
I racked my brain and realised that what would work in COVID times is acknowledging the existence of living an indoors life. All of our major competitors were doing so. We made some tweaks in the creative and just one change in the copy.
Just one change.
I added the line
'Stay safe indoors and look good while doing it.'
That's all we did. I was hopeful about the results. But damn did the ad crush it
We are getting a CTR% of over 7% on this new asset. This led to a massive jump in the ROAS. From 1.5 to 9+ ROAS.
And if you think about it, most of the big brands use the current times to remain relevant.
This was the first time I saw it in an A/B testing type action
Hope this helps