Chapter 6: Personality Traits of Ad Formats — Picking the Right Weapon
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1. Search Ads: The “Sniper” (The Hunter)
- Personality: You look for it, I give it to you.
- Pros: King of conversion. ROI is high because the intent is pure.
- Cons: The “Scale Ceiling.” If only 1000 people search for your product daily, you can’t buy the 1001st click.
2. Social Ads: The “Party Promoter” (The Partygoer)
- Personality: I guess you’ll like this, want a try?
- Pros: Unlimited scaling. You can create demand where none existed by showing something irresistible.
- Cons: Creative Hunger. Users get bored of the same video in 3 days.
3. Core Comparison: Pull vs. Push
| Dimension | Search (Pull) | Social/Display (Push) |
|---|---|---|
| Logic | User finds product | Product finds user |
| Speed | Instant | Gradual (nurturing) |
| Scaling | Limited by volume | Unlimited (creative dependent) |
4. Brand in Action: Peloton’s Path from Obscurity to Viral Success
Background: When Peloton launched, nobody was searching for it. People searched for “gyms” or “treadmills.” Nobody searched for “stationary bike with a 22-inch screen and live classes.”
Strategy:
- Skipped Search, focused on Social & Video: They showed videos of users sweating at home with world-class instructors. This created demand.
- Added Search later: Once the brand was famous, they used search ads to intercept people looking for “Peloton reviews.”
Insight: If your product is innovative, you must use Push (Social). If your product is a commodity, use Pull (Search).
Next Chapter: Chapter 7: Overview of Major Platforms. Google, Meta, TikTok, LinkedIn…