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Creative strategist · Paid social · CTV

Full-funnel advertising, built around the creative.

I'm Anthony Nebel, a creative strategist and media buyer. I break down the ads that work across paid social, connected TV and Google, and show you how to use what they teach.

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Ad breakdown #1Why one faceless TikTok Shop ad drove $46k

The library so far

  • 92 videos
  • 37 guides
  • 40,000+ YouTube views
  • 2019 sharing since

The model

One funnel, built around the creative.

Every channel does a different job. The creative ties them together: it earns attention at the top, answers objections in the middle and closes at the bottom.

About me

  1. 01 · Top of funnel

    Get seen

    Reach new buyers with video made for the screen they are watching, from the living room TV to the phone in their hand.

    • CTV
    • YouTube
    • TikTok
    • Meta video
    • Creators
    Paid social and ad creative

  2. 02 · Middle of funnel

    Get considered

    Turn attention into intent with proof, demos and offers that answer the questions buyers actually have.

    • Meta and TikTok retargeting
    • UGC ads
    • Landing pages
    • Copy
    Copywriting

  3. 03 · Bottom of funnel

    Get chosen

    Capture the demand the rest of the funnel created, then keep customers buying again.

    • Google Search
    • Shopping
    • Performance Max
    • Email and SMS
    Email and SMS marketing

Featured breakdown

A simple video generated $46k in revenue

Ad Breakdown #1: how a faceless couch video with no talking head and no crazy edits drove over $46k on TikTok Shop.

  • Scarcity. A real reason to buy now, not later.
  • The right aesthetic. It sells the feeling before the product.
  • Faceless format. Cheap to make, easy to iterate.
Watch the breakdown

Latest videos

Short breakdowns of ads that work.

All 92 videos
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Be skeptical of ai prompting

0:55 minutes

A simple video generated $46k in revenue

0:54 minutes

Two metrics for incremental reach

0:40 minutes

Feeding Your Ad Account Like You Feed Your Body

0:33 minutes

Avoid these simple mistakes when shooting video

0:34 minutes

Quality over quantity of creatives

5:18 minutes

Do This BEFORE Running Ads (For Local Business Owners)

5:04 minutes

Meta 3 Static Ads | Low Lift Evergreen Ads You Can Make RIGHT Now

Learn the playbook

Browse by topic.

All topics

Paid social and ad creative

How winning ads are built and scaled on Meta, TikTok and YouTube: ad breakdowns, creative testing, static and video formats, and the metrics that tell you whether paid social is actually growing the business.

12 videos

Copywriting

Persuasive writing for ads, landing pages and websites: power words, headlines, about pages, testimonials and breakdowns of the classic ads that still teach the fundamentals.

8 guides15 videos

Email and SMS marketing

The bottom of the funnel: building a list, welcome series, abandoned cart and win-back flows, cold email, SMS and the best practices that turn subscribers into repeat buyers.

11 guides9 videos

Growing an online business

Finding your audience, segmenting customers, growing on YouTube and Twitter, running sales calls and choosing the tools that help a small online business grow.

4 guides5 videos

Start here

Guides worth your time.

All 37 guides

Email & SMSApr 19, 2019 · 14 min read

Abandoned Cart Emails: A Step-By-Step Guide With Examples

How to write an abandoned cart email series that wins back shoppers: why they leave, how to collect emails, and three example emails to adapt.

Email & SMSMay 4, 2019 · 11 min read

Win-Back Email Campaign: How to Write One (With Examples)

How to build a win-back email campaign: learn why subscribers go quiet, segment by recency, frequency and order value, and send 2 to 3 personal emails.

Email & SMSNov 29, 2021 · 12 min read

How to Build an Email List of Buyers, Not Freebie Seekers

How to build an email list that converts, using lead magnets, paid and organic traffic, sweepstakes, pop-ups, double opt-in and offline sign-ups.

CopywritingJul 25, 2019 · 17 min read

14 Copywriting Tips From the Masters You Can Use Today

14 copywriting tips from masters like Claude Hopkins and Joe Karbo: write simply, know your customer, edit hard, keep a swipe file and test your copy.

CopywritingApr 8, 2019 · 6 min read

Gary Halbert 30 Day Challenge: My Daily Log and Lessons

The Gary Halbert 30 day challenge step by step: the 9 books to read, the classic ads to copy by hand, plus my daily log and what it taught me about copy.

CopywritingJun 12, 2020 · 5 min read

How to Write Conversationally: 5 Tips for a Natural Voice

How to write conversationally: read lines aloud as you type, start sentences with And or But, write headlines like speech and have a friend read it back.

Keep learning

Get the next ad breakdown.

I break down the ads that work across paid social, CTV and Google, and what you can take from them. New breakdowns land on YouTube first.

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