Ad of the Week 1 – Tom Wang
What’s the Ad?
This week, our lucky winner is this ad for an Amazon FBA course from Tom Wang. It’s a highly engaging ad, edited at a lightning-fast pace, that’s been absolutely killing it on YouTube since it launched in May 2020.
They’ve spent about $1 Million on it so far, so he’s found some amazing scale by targeting a broad audience, rather than just going after people who already know Amazon well.
So, here’s the creative breakdown:
- Launch = May 2020
- Total spend = ~ $1,000,000
- Offer = Free information
- Frame = Claim
- Genre = Voice over
- Pattern Interrupt = He just shouts “Stop!”
(If you want to learn how we define all the parts of an ad creative, then you can see a detailed article about it here.)
Why is the Ad So Good?
This space is very competitive, with thousands of courses around offering to help you create your own eCommerce business. Even if you narrow it down to just the Amazon courses, there’s still a ton of competition.
And cracking the creative is hard.
You can even see that Tom Wang has struggled to find another ad that even comes close to this one. You can see his biggest ads in VidTao here so only one other has been scaled to more than about $10K in ad spend (We estimate the spend by multiplying the View Count by $0.05, as this is the historical average cost for a view across YouTube).
Tom is using a claim as the frame of the ad, rather than talking about a problem/solution, that a lot of people do in this space. We think claims are better than problem/solution when you are dealing with info products, especially for business opportunity courses.
This is because the problems are almost always the same; you want more money, you want more control over your life, etc. Almost all business courses are trying to solve this basic problem by teaching you how to have your own business. So, if you make that the frame of your ad, it’s extremely difficult to stand out.
Tom’s claim is pretty original. He says that he is making money off you, the viewer, and so are many other people. It makes you think about your behaviour as a consumer to show you the opportunity as a business owner.
The genre is a voice-over, rather than a presenter ad and this has allowed him to have an extremely fast-paced edit. He wouldn’t be able to do this for a presenter ad.
If you watch through the whole ad, the longest he stays on one stot is about five seconds, and even then, there will always be something popping up or moving on the screen every 1-2 seconds. When you add in all the sound effects, it’s incredibly engaging. It’s like a cartoon and there’s never a second for you to get bored.
By the way, sound effects are a seriously underrated part of good ads. Your sight and sound are not processed separately, they influence each other and when a lot is happening on the screen, the right sound effect can help you to process this much more easily, as well as add an extra layer of engagement.
He sets the tone of the ad immediately, where his pattern interrupt is just shouting at you to stop.
The offer is a free webinar and this is very typical for info products and courses like this. Customers are not going to get results for a long time so you need to take time to build trust and give them value before going for a sale.
You can tell that Tom is targeting a very broad market and even though the ad is very fast-paced, it’s still very clear and simple. He doesn’t’ waste time over-explaining, it’s just enough to get you interested to click and hear more free information.
He wants to reach a wide audience so he is avoiding a lot of detail. You often need to use an angle like this for info products if you want to scale an ad to this level, where it’s just the very general idea of the product, nothing technical
COMPARE A COMPETITOR
Just so you can think about all this in context, we’ve gone on VidTao and found a competitor for Tom Wang so you can see why Tom’s ad is doing so much better.
This is Jonny Bradley. He’s got double the subscribers on YouTube that Tom Wang does, so he clearly does well in this market too, that means he’s a fair person to use as a comparison.
- Launch = Sept 2020
- Total spend = ~ $12,000
- Offer = Free information
- Frame = Problem/Solution
- Genre = Presenter
- Pattern Interrupt = Define the audience
Here you can see what we were talking about before. He’s chosen this very weak problem/solution and it’s very generic. Working from home is common now for a lot of new jobs, that is not something unique to Amazon businesses at all, so people are not going to connect with this.
You can see he’s trying to use some of the same visual and sound effect tricks as Tom Wang but they are very spread out because it’s a presenter ad, not a VO.
We should point out that you can actually have this fast-paced edit in a presenter ad, it’s just very hard to edit well. Kevin David is one of the masters of this, his editor is doing some fantastic work. Kevin is also doing extremely well in the Amazon space and you can see here how he and Tom Wang have found a very similar format that works; it’s all about the super-high energy.
But for Jonny Bradley, he takes a long time to get to the point after his boring problem and the story about his friend is also very generic. Tom Wang tells the same story about the success of his friend Dan (around 01:28 in the Tom Wang ad) but it takes about five seconds.
A great ad is so much more than a good script, there are many other variables that you need to think about such as the edit, the sound, the genre, and so on.
And one of the best starting points is just by looking at what’s already working in your niche and seeing how you can take away the best elements and putting your own spin and brand on it.