Testimonial ads include a customer review either in written testimonial form (text overlay) or as a video testimonial from the customer.
When does this creative type make the most sense?
When you need social proof content that feels more personal and closer to the customer.
Great anywhere in the 30D window, but depending on your brand, you might run testimonials in other campaigns as well.
Consider using URL specific testimonials for different SKUs, collections or customer avatars.
Testimonials Ads are word-of-mouth you are paying for. Even though it's an ad, it feels more authentic to the customer if it comes from another person—the more personal the experiences and buying reasons from your testimonials, the better.
What creative formats have the best synergy?
Make sure to include subtitles in face-to-camera video testimonials.
For Testimonial Ads in video format, user-generated content is an excellent basis. You can either use raw, unedited face-to-camera testimonials with subtitles or create a mashup of different testimonials and/or product shots.
Don't underestimate static images with text overlay. They make it easy and fast to test different messaging angles of your testimonials at scale to find the ones that resonate with your audience the most.
If you don't want to invest the time into creating video testimonials, slideshows and GIFs of selected reviews can be a fast way to get the social proof you need for your remarketing audiences while hitting multiple angles/examples within one creative.
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