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The Grounding CoAdvertorial+9% CVR vs PDP

Grounding, a closer look

The page
Grounding, a closer look, page, section 1Grounding, a closer look, page, section 2Grounding, a closer look, page, section 3Grounding, a closer look, page, section 4Grounding, a closer look, page, section 5Grounding, a closer look, page, section 6Grounding, a closer look, page, section 7Grounding, a closer look, page, section 8Grounding, a closer look, page, section 9

The job

Top-of-funnel Meta traffic, educational angle, replacing the PDP for specific ads.

The angle

Same insight as the listicle below: grounding needs education before it converts. The advertorial format lets the science breathe with a doctor-led narrative.

What to steal

It leads with an infographic in the hero. For advertorials that is crucial: the visual explains the mechanism before a single paragraph is read, and the copy then has room to persuade.

Result

Around +9% conversions vs the PDP for the ads it ran under, slightly ahead of the listicle on the same audience.

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