The ugly creative that beat my studio shoot 3:1
Trench note: paid $400 for a clean UGC video. Talent, ring light, the works. Beautiful. Dead on arrival.
Threw up a throwaway test: same script, but a 52-year-old shooting vertical in her kitchen, bad lighting, dog barking, one take. Cost me $0, she was already a customer.
Native traffic, joint-health offer, GEO US:
— Pretty version: 0.9% CTR, $0.40 EPC
— Kitchen version: 1.8% CTR, $0.71 EPC
Nearly 3x the revenue per click from the worse-looking asset. On native, polish reads as ad. Raw reads as real.
Stop chasing production value. Find a real customer who'll ramble for 90 seconds. Go test it.
Nutra Trench
@NutraTrench
The ugly creative that beat my studio shoot 3:1
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