One of our best performing ads had a 21% hook rate.
By most people's logic that's a dud. Bin it, make another one.
It had a 2.2% click through rate.
That ad was for Aloha. The people who scrolled past were never going to buy it anyway. The ones who stayed were the exact people we wrote it for, and they clicked.
Since Andromeda everyone's obsessed with volume and diversity. Almost nobody talks about who the ad is actually for.
Here's the bit I'd take from this.
Say you sell soap. Obvious persona is builders. Mucky job, needs a proper wash. Problem is every competitor worked that out too, so you're all bidding for the same men.
Go one layer down. Dirt bikers. Same problem, same product, nobody targeting them. Write the ad for them specifically and Meta suddenly has somewhere clean to put it.
That's what self targeting means now. Deeper than sticking "are you a woman aged 30 to 60" in the hook.
In the video I pull three of our ads apart line by line:
→ The Aloha ad with a 21% hook rate and a 2.2% CTR → The Black Stuff ad that hit a 2.1 ROAS purely by knocking down objections → The Nuve back in stock ad and the gifting line buried inside it → Why I never judge a winner on hook rate
Every ad is on screen while I talk through it, so you can see the signals rather than take my word for them.
Speak soon!
