Ad Secrets Exposed: Yohana

Welcome to another installment of Your Brain on Ads! We dissect winning ads to help you become a smarter social advertiser.

This week, we’re focusing on an ad from Yohana.

What Is Yohana?

Yohana calls itself “The concierge for busy families.” They provide virtual assistance to families who want help scheduling, planning, and researching.

Here’s what I noticed when giving their ad a closer look.

What Makes This Ad Effective?

• A compelling offer 🤑

  • A team of assistants for just $49 a month? It almost sounds too good to be true.

• Clear positioning 👪

  • “Everyday Help for Busy Families” will catch the eye of busy parents scrolling their feed.

• Implied social proof ⭐

  • The 5-star review stands out against the muted background colors and inspires confidence.

• Use cases 🛬

  • The ad calls out three ways to use the product – scheduling appointments, research, and reservations. This prevents people from thinking “Having an assistant sounds great, but what can they do for me?”

• Empathy 🧘🏻‍♀️

  • Parents are busy. “Watch your to-do list shrink” is music to their ears. They can imagine a stress-free life where they’re less tired, less overwhelmed, and have more time to spend with family.

Some Test-Worthy Ideas

Here are some tests I’d run if given the chance.

• Using a different family photo

  • I love that Yohana included a family photo to catch the eye of parents. But the photo is dim and isn’t eye-catching. I’d test brighter photos where the family is smiling and looking toward the camera so the faces would capture attention.

• Short primary text vs. long primary text

  • I’d test this short primary text vs. a longer primary text that explains the service in more detail – how it works, ways to use it, and how to take action.

• Pricing

  • Yohana typically costs $129 per month. I’d run this same ad but without the $49 special offer and see how it performs in comparison. $70 per month is a lot of margin to give up, and if the conversion lift on the special offer is minimal, I’d switch to the ads to promote the full-price offer.

Applying These Learnings To Your Ads 💰

That’s all for this week. Thanks for reading!

Sean

If you’d like help with your advertising, email me at [email protected] or message me on LinkedIn. I run a marketing agency called PureFunnel that helps tech companies grow with Facebook, Instagram, and Google ads.