Using Data to Inform Ad Copy Decisions

Ryan Serhant trusted me to market his real estate sales course. Two months later, we did $500K in sales in just two weeks. Here’s the 4-step process I used: When Ryan hired me to lead the marketing for his new real estate sales course, Sell It Like Serhant, I was thrilled, but nervous: • I was 20 years old. • I recently left my job at VaynerMedia to start an agency. • I knew this could be a HUGE case study if I delivered. So, I swung for the fences. Feeling inspired, I decided to try creating a marketing strategy using psychographic data. Unlike demographic data, which focuses on factors like age, sex, and location, psychographic data focuses on interests, lifestyles, and behaviors, providing deeper insights into motivations, preferences, and decision-making processes. So, I reached out to world-famous market researcher Howard Moskowitz, and I asked him to help me… 1) Conduct Market Research We launched a study in New York with 100+ participants to assess how different descriptions of Ryan resonated with different demographics. Here’s an example: Younger audiences (18-24) found a “former hand model turned real estate agent” more engaging than “a 35-year-old self-made millionaire,” which slightly older audiences (25-44) favored. Our assumptions: → Younger audiences found it compelling that an unconventional start could lead to success. → Those closer to Ryan’s age admired his achievements within their own timeframe. Takeaway: Relatability drives engagement. 2) Segmentation Using the data from our research, we began segmenting Ryan’s audience: • Young people with an interest in real estate • Entry-level agents • Experienced agents • Agents with kids • Agents in key markets … and the list goes on. In total, we created 20+ different groups (including overlap). 3) Develop an Ad Strategy Next, we scripted video ads for each segment. Each script incorporated learnings from our research, positioning Ryan in a way that we knew was most likely to resonate with the specified audience. This got our “foot in the door.” From there, we spoke to their pain points: Young people → feeling lost Entry-level agents → starting Experienced agents → scaling Agents with kids → time management NYC agents → competitive market Using these pain points, we positioned Sell It Like Serhant as the solution. 4) Launch! Ironically, this was the easiest part. I set up the campaigns in Facebook Ads, uploaded our assets, and hit “publish.” As the saying goes: “Give me six hours to chop down a tree and I will spend the first four sharpening the axe.” – Abraham Lincoln We had already sharpened the axe, so when the ads went live, we saw crazy results: → Sold $500K+ of the course (over 1,000 purchases!) → Best-selling course on Thinkific in 2019 → 2nd best-selling course on Thinkific of all-time … in just two weeks! Know your audience. Speak their language. Solve their problems. Whether it's ads or organic content, that’s how you drive results.

Here's the exact framework we use to scale top e-commerce brands with data-driven creative strategy. (And why it works every time) This framework will help you analyze your creative metrics from a behavioral standpoint and turn them into insights that scale profitability. Step 1: Shift From Guesswork to Data-Driven Decisions Make your ad decisions based on behavioral insights, not assumptions. Here’s how: Primary Metrics (Performance): These tell you IF your creative works—think purchases, CPA, and spend. Secondary Metrics (Storytelling): These explain WHY your creative= works—look at things like Scroll Stop Rate, Hold Rate, and Outbound CTR. Most brands stop at CPA and purchases—but without knowing why an ad works, you can’t repeat success. Step 2: Focus on Creative Optimization Stop tweaking creatives based on random guesses. Instead, create a Creative Optimization Feedback Loop that feeds data back into your creative process. This will help you: Replicate Winning Elements: Identify which creative elements work and use them across campaigns. Cut Waste: Invest more in creatives that drive the best results and avoid wasting budget on underperformers. Improve with Precision: Use insights from secondary metrics like Scroll Stop Rate and Hold Rate to refine weak spots in your creatives. Step 3: Break Down Your Metrics to Understand Consumer Behavior Primary Metrics (Performance): They tell you how much you’re spending vs. what you’re earning. But secondary metrics show the why. For example, low Hold Rates signal that your ad loses attention fast. Is your pacing off? Are the visuals weak? Step 4: Leverage Age, Gender, and Placement Breakdowns Discover Hidden Opportunities: Break down performance by age and gender to see which segments are truly engaging. Personalize Your Approach: Adjust messaging and visuals based on these insights to make your creatives resonate more with the right audience. Optimize for Specific Segments: Not all audiences respond the same way—ensure your creative is tailored to your highest-performing segments. Step 5: The Power of Tracking Key Metrics: Scroll Stop Rate (How well your ad grabs attention) Hold Rate (How well your ad keeps the audience’s attention) Outbound CTR (How many click through to your landing page) By focusing on metrics that matter, you’ll quickly spot issues before they impact your budget. Final Thoughts: Systematic Analysis > Guesswork. Data-driven creative wins. The best brands don't rely on gut feelings—they analyze, iterate, and scale. Here’s your action plan: 1. Set up dashboards to monitor both performance and behavioural metrics. 2. Regularly track and review creative performance. 3. Use this data to refine, test, and improve. 4. Scale with a creative library of proven success. ------ 👉 What’s the biggest challenge you face when analyzing creative performance?

Our client fired 3 agencies before us. Their agency made pretty ads.  The ads flopped.  No one knows why. Recognize this pattern? We've audited 100+ struggling accounts.  The problem wasn't obvious.  It was fundamental. Here's where brands go wrong; 3 Creative Strategy Killers: → Zero customer insights They guess. They assume. They fail. Why? No real data. → Copying competitors "It works for them!" Does it? Really? Your audience is unique. Your brand stands alone. → Trend addiction "Let's go viral!" How's that working out? Engagement ≠ Conversion. Trends fade. Results vanish. The GoMarble Difference: We built tech for customer-backed ads. How? Three simple steps: 1. We analyze your online persona. Website. Social. Everything. What's your true voice? 2. We mine UGC Reviews that reveal the truth. Comments tell stories. Support tickets expose pain. 3. We craft data-backed personas No more guessing—pure insight. Clear targeting. Our team transforms these insights into ads. Our secret tools? → AI Ads Analyzer to evaluate your previous ads to find insights on your hook, script and CTA → Copy Playground analyzes 1000+ top ads to find the best copy → Image Creator builds lifestyle assets from flat lay in minutes The results speak volumes. Our clients slash CAC by 30%+ in 3 months. No random testing.  No wasted budget.  No more guesswork. Just methodical creative backed by data. P.S. Tired of beautiful ads that don't convert? We put creative back at the center. And make it 10x more effective with AI. DM me. Let's fix your paid media.