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  • Branding Ad vs. Direct Response Ad: Cheat Sheet

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    This document provides tips for branding advertisements versus direct response advertisements. Branding ads are meant to tell a company's story and differentiate their brand, while direct response ads are more product-focused and contain a clear call to action. Branding ads are best for launching new products or markets, or building audiences over the long-term, while direct response ads are meant to generate immediate sales and should follow up on branding ads.

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    This document provides tips for branding advertisements versus direct response advertisements. Branding ads are meant to tell a company's story and differentiate their brand, while direct response ads are more product-focused and contain a clear call to action. Branding ads are best for launching new products or markets, or building audiences over the long-term, while direct response ads are meant to generate immediate sales and should follow up on branding ads.

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    29 views1 page

    Branding Ad vs. Direct Response Ad: Cheat Sheet

    Uploaded by

    fidoruck
    This document provides tips for branding advertisements versus direct response advertisements. Branding ads are meant to tell a company's story and differentiate their brand, while direct response ads are more product-focused and contain a clear call to action. Branding ads are best for launching new products or markets, or building audiences over the long-term, while direct response ads are meant to generate immediate sales and should follow up on branding ads.

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    CHEAT SHEET:

    BRANDING AD vs. DIRECT RESPONSE AD

    Branding Ad Tips

    ❏ Tell the brand story / mission / your “why”


    ❏ Share origin / backstory of the company
    ❏ Show BTS of building the team, culture, etc.
    ❏ Acknowledge the competitive landscape + why you're different
    ❏ Speak to your community / tribe, in their own words
    ❏ Plant a "flag in the ground" / take a stance
    ❏ Long-term thinking / share your vision for the future
    ❏ Differentiate your brand / what sets you apart?
    ❏ Showcase your unique value proposition (UVP)
    ❏ Carve a "moat" that your competitors can’t touch
    ❏ Convey elevated authenticity

    Direct Response Ad Tips

    ● Follows up the branding ad


    ● Specific to a product/sale event
    ● Hooks your attention
    ● Upfront about the offer
    ● Clear call to action
    ● Inject scarcity / urgency

    When to Use Branding Ads

    ● You’re launching a new product


    ● You’re launching into a new market / geography / city
    ● You’re launching in a new language
    ● You want to get cheaper clicks
    ● You want a lower cost per engagement on a specific video asset
    ● You want to build new audiences to carry through your funnel

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