While browsing a t-shirt forum, I came across the first ad you'll see below (numerous times). Impressed with the simplicity & targeted messaging, I decided...View More to do some research. I found out Shopify started running this ad in 2014. However, in 2013, they started running ads with the same exact format & copy except it stated "Online Store" instead of "T-shirt Store". Those ads are also featured below. It seems they ran the "Online Store" version first and it worked well so they adapted it to one of their biggest market segments, t-shirt sellers. What makes it a winning formula? It has an easy-to-understand, action-based message that emphasizes speed of implementation (60 seconds) & has a clear call-to-action that implies "it's free" & you're only "trying it" or "getting started" (a small commitment).
Long-Running Banner Ad Copy from Shopify Swiped in August 2017
If you have multiple market segments, it's smart to have ads that specifically target your biggest segments. However, as in Shopify's case, they also have ads that apply to a more universal audience.
In fact, based on my research, it appears they took a working formula from one of their more generic ads & used it for a more targeted ad. This is an excellent example of taking something that's shown to work in one area of your business & testing it in other areas as well.
What truly makes the t-shirt ad powerful is where it's advertised. That ad showing up in a t-shirt forum is infinitely more powerful than one of their more general ads showing up on a random site.
Regarding the format & copy in the ad: it has an easy-to-understand, action-based message that emphasizes speed of implementation (60 seconds) & has a clear call-to-action that implies "it's free" & you're only "trying it" or "getting started" vs. having to buy-in.
Regarding the "60 seconds" copy...what makes it especially compelling (& almost unbelievable) is that creating an online store seems like it would be arduous & time-consuming.
Mike Schaueris the founder of Swiped.co and the main analyst in the swipes section. After intently studying & building conversion-focused websites for 6+ years, he started Swiped to help others master marketing & copywriting through the analysis of great examples!
Visit the archives of this swipe's source URL or view past screenshots of shopify.com below.