How to Pair Winning Offers + Ad Formats

There are few people in the world of e-commerce who truly know how to build and scale campaigns for a 9-f figureure brand. And fortunately, your next speaker is one of them. She knows exactly how to craft ads and offers that don't just look good, but perform beautifully. As SVP of e-commerce at IA Beauty, she's led the charge in scaling campaigns that are as stunning as they are effective.

And today, she's here to reveal how to pair winning ad formats with different offers, so you're never left guessing which creative will actually move the needle. So, if you've ever wondered why some ads flop while others explode, this is your chance to learn straight from the playbook of a brand redefining beauty marketing. So, please give a massive creative con welcome to Shireen Albert. Hey everyone, I'm super excited to be here and share with you some tactics on how to pair winning offers and ad formats because it's not just about your creative, it's also about your offers.

But before we jump into it, let's look at the stages of holiday growth. Uh right now we're in October. This is the last best acquisition and awareness window and you have the risk of pulling forward your demand from November. November is where you get into luxury CPMs and the temptation to start early.

and there's a huge increase in noise and it becomes the BFCM wild west. So, you have to really cut through the noise. BFCM is when demand peaks and when you're capturing the majority of your demand and the rest of the year, December, we have shipping cut offs and January is an opportunity to reset your creative for the new year. So, let's get into October.

This is where you're really soft launching holiday and you're getting into seasonal positioning without diluting demand. And some tactics that I would recommend running are low AOV bundles for customer acquisition or high AOV bundles for existing customers um and holiday position gift with purchase to drive demand and bring new people into the brand. So I have provided four examples of bundles and gift ads that are out in the wild right now in October. Um from left to right we have the bundle and GWP.

So this is a bundle discount with a gift. The second ad is a video ad with a BOGO um offer. The third ad is a bundle builder ad to drive up higher AOV. And the fourth ad is a gift with purchase on a minimum order threshold.

Moving into November, now we're hitting the wild west of uh noise increase. And this is all about cutting through the noise. So your focus should be strategic promo timing and creative iteration. You should not start your sale too early.

You shouldn't run a whole sitewide sale all month long, but you should have some kind of offer strategy throughout the month and build ads around those offers. Uh you should be ready to start BFCM early if you need to, but you should also have content that drives inspiration and desire and influencer is a great way to do that or creating native ad formats to educate about the products without promoting um the sale until it happens. So, these are some creative examples to help you break through the noise. The first is a holiday set ad and replace that with any other evergreen or any other November offer that you're running like a gift with purchase.

The second is uh evergreen influencer content that really um gets the user to think about your product and why. Remember, not everybody's going to be purchasing in the beginning of November at the same rates that they are during BFCM, but they are going to be browsing. you are going to have their attention and it's a great time to build consideration ahead of the peak where you're capturing that demand. And the third is a native ad format.

This is just an example, but look at your feed. Sometimes advertisers are creating ads that look so much like ads and we're forgetting to create content that looks like what our customers are looking at dayto-day. And so just encourage you to get more of these native ad formats into your mix. Now we're getting into BFCM.

This is do or die. This is uh the peak. This is creative and offer warfare. Um and I recommend you have a differentiated offer during BFCM weekend.

Even if you launch your sale early, don't just run a deeper discount that weekend, but if you introduce a different offer, you have the opportunity to reconvert people that you may have acquired earlier in the sale or earlier in November. You should continue to run content that educates consumers about why your brand because they're going to be inundated with static ads with giant discounts and those ads are going to continue to get the worst inventory possible. So try to create ads that are going to get that premium inventory, that video content that really does explaining and drive inspiration. Um and and a major focus should be how you're operating your creative teams, how you're operating your growth ecom and creative teams even that weekend to iterate daily and find new winners.

And finally, now that these are my creative examples to help you break through the noise, you have of course the static big discount ads that will always win. Of course they will. But pair your sale with product imagery and pair your sale with product benefits. Pair your sale with influencer content.

um and continue to try new native ad formats that will capture people's attention with native text overlays. So th those are my tips. I hope you have an amazing BFCM and you consider these offer and ad formats. Thank you.