If you have a winning or breakeven advertorial... Test New Leads!...
Brandon Ham | Ecom Advertorials@iambrandonham
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Apr 06, 2025
~1 min read
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If you have a winning or breakeven advertorial... Test New Leads!
We’ve seen CAC drop $10-$20 just by swapping out the lead.
For those of you who aren’t familiar with leads here’s the 80/20
The lead is the usually the first 100-650 words of the advertorial and finishes as soon as you introduce the product (or the expert)
With advertorial leads there are 2 main levers you can pull when testing
1 - The Main Benefit
Focusing on a different core benefit or desire in the lead will result in big performance swings
In some advertorial structures you can change the entire angle just by changing the lead.
Use this to make pages targeted to different problems and audiences to scale out horizontally.
Or find the one problem your audience cares about the most and scale vertically
Don’t assume which benefit will perform best. Test them.
2 - The Lead Type
Outside of the actual core desire you are focusing on there are many ways to structure your lead
You could write a short and direct problem agitation lead. A long and drawn-out, education-focused lead.
Or even am emotional personal story.
All of these will perform different and are worth testing.
--
At the end of the day If you have a breakeven or profitable advertorial you should 100% be testing new leads.
Combining different angles and structures can result in almost endless lead possibilities.
Instead of writing a brand new 2000 word advertorial, just change out the lead.
Not only can it improve your advertorial but it can keep it fresh and reduce page fatigue
We’ve seen CAC drop $10-$20 just by swapping out the lead.
For those of you who aren’t familiar with leads here’s the 80/20
The lead is the usually the first 100-650 words of the advertorial and finishes as soon as you introduce the product (or the expert)
With advertorial leads there are 2 main levers you can pull when testing
1 - The Main Benefit
Focusing on a different core benefit or desire in the lead will result in big performance swings
In some advertorial structures you can change the entire angle just by changing the lead.
Use this to make pages targeted to different problems and audiences to scale out horizontally.
Or find the one problem your audience cares about the most and scale vertically
Don’t assume which benefit will perform best. Test them.
2 - The Lead Type
Outside of the actual core desire you are focusing on there are many ways to structure your lead
You could write a short and direct problem agitation lead. A long and drawn-out, education-focused lead.
Or even am emotional personal story.
All of these will perform different and are worth testing.
--
At the end of the day If you have a breakeven or profitable advertorial you should 100% be testing new leads.
Combining different angles and structures can result in almost endless lead possibilities.
Instead of writing a brand new 2000 word advertorial, just change out the lead.
Not only can it improve your advertorial but it can keep it fresh and reduce page fatigue
