Ad Copy and Creative Elements Driving Results For CBD Leaders

Advertising
Facebook
Display Ads
April 1, 2020
Cannabis

Key Findings

The majority of top performing ad copy for display:

  • Conveyed a neutral sentiment
  • Included a short and concise CTA
  • Included a number
  • Had an average reading level of 7-8 (can be easily understood by 12-14 year olds)

Best practices that are not currently being utilized by the majority of display ads are:

  • Including specific health benefits in the copy
  • Including a question in the copy

What Brands Should Be Thinking About:

Consider applying these best practices to display, paid search, and organic social posts: Although CBD products are geared towards adults, keep in mind that 1 in 5 adults in Europe have literacy difficulties, therefore it is important to keep the copy simple and easy to read.

Consider A/B testing various versions of ad copy: Keep the creative, landing page, and audience parameters the same for A/B testing. For the copy, isolate the variable in question such as the punctuation or the CTA button.

The majority (71%) of top display ads conveyed a neutral sentiment.

Based on top 50 display ads with the highest spend for cbdMD, Medterra CBD & Charlotte’s Web

Almost all top performing ads (96%) contained a CTA, with the “Shop Now” CTA being the most popular, followed by “Use Code: ___”.

Based on top 50 display ads with the highest spend for cbdMD, Medterra CBD & Charlotte’s Web

Only 18% of top performing ads posed a question to the audience. Charlotte’s Web ads focused on questions related to having an active lifestyle. 

Based on top 50 display ads with the highest spend for cbdMD, Medterra CBD & Charlotte’s Web

37% of top performing ads included a number in the copy, usually referring to a sale (20% off) or making a claim (#1 trusted brand, 100% legal).

Based on top 50 display ads with the highest spend for cbdMD, Medterra CBD & Charlotte’s Web

The average reading level* of top performing ads is level 7/8, which means the copy can easily be understood by 12 to 14 year olds.

Reading level is based on the Fleish-Kincaid scale

Only 18% of top performing ads included a specific health benefit for CBD products in the copy, despite these ads having a 60% lower CPM.

Based on top 50 display ads with the highest spend for cbdMD, Medterra CBD & Charlotte’s Web


Top health benefits advertised for CBD products include pain relief and sleep enhancement. Copy that includes health benefits provide a solution to a problem for a specific target audience (i.e: “Pain Relief for Golfers”).


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