Annotated swipe files: the complete community guide

Thiago Nunes · 2026-10-07

Table of contents

1. dissecting ads in 10 minutes

2. anatomy of a nutra advertorial

3. scaled UGC video structures

4. 1-product pages: recommended layouts

5. most repeated copy hooks

6. how to use FreeSpy

7. analyzing a dropshipping ad

8. step-by-step guide to a nutra sales page

9. impact of ad policies

1. dissecting ads in 10 minutes

To understand what makes an ad a winner, follow this guide:

1. Visual: Analyze the image or video. What grabs your attention? Colors, people, objects?
2. Headline: What does the headline promise? Is it direct and intriguing?
3. Ad copy: What are the main points covered? Is there a story or a pain point?
4. Call to action (CTA): What’s the CTA? Is it clear and persuasive?
5. Targeting: Who does the ad seem to be targeting?
6. Social proof: Are there testimonials or reviews? How are they presented?
7. Urgency: Does the ad create a sense of urgency? How?

Common Mistakes:

• Ignoring the visual and focusing only on the copy.
• Not considering the target audience.

2. anatomy of a nutra advertorial

An effective advertorial should include:

• Pain-point intro: Introduces a problem the audience is dealing with.
• Solution: Introduces the product as the ideal solution.
• Social proof: Includes testimonials and case studies.
• Valuable information: Offers tips or insights related to the niche.
• Strong CTA: Directs the user to make a purchase.

Structure:

| Section | Description |
|------------------------|---------------------------------------------------------------------------|
| Introduction | Introduces the customer’s pain point. |
| Development | Explains the solution and presents the product. |
| Social proof | Includes testimonials and results. |
| Conclusion | Reinforces urgency and the CTA. |

3. scaled UGC video structures

The 5 UGC video structures that show up most often:

1. Unboxing: Shows the product being taken out of its packaging.
2. Testimonial: Customers talk about their experiences.
3. Demonstration: Shows the product in use and highlights its benefits.
4. Before and After: Shows tangible results.
5. Story: Tells a customer’s journey and how the product helped.

Rationale:

• These structures create an emotional connection and are easy to replicate.

4. 1-product pages: recommended layouts

Four layouts that stand out:

1. Classic Layout: Image on the left, description on the right, and a prominent purchase button.
2. Card Layout: Large images with short copy, ideal for mobile.
3. Testimonial Layout: Includes multiple customer reviews near the purchase button.
4. Comparison Layout: Shows the product alongside competitors and highlights its advantages.

Tip:

Test different layouts to see which one converts better.

5. most repeated copy hooks

The hooks that work most often in beauty, health, and home ads include:

• "Did you know...": Intrigues the user with a piece of information.
• "Last chance!": Creates urgency to buy.
• "Transform your life with...": Promises clear benefits.
• "The solution you’ve been waiting for...": Suggests the product is the answer to a problem.

Analysis:

Use these hooks to increase your click-through rate.

6. how to use FreeSpy

To build your swipe file using FreeSpy:

1. Open the tool and select the "Explore" tab.
2. Filter by a specific niche.
3. Analyze the ads that are trending in the "Top Scaled" tab.
4. Save the ones that catch your eye in the "Test Board" tab.
5. Use the "Store Monitor" tab to keep an eye on competitors.

Tip:

Spend an hour on this research and build a solid library of references.

7. analyzing a dropshipping ad

To understand an ad that generated R$50 thousand in 30 days:

1. Identify the value proposition: What makes the product stand out?
2. Study the targeting: Which audiences were reached?
3. Evaluate performance: CTR, CPC, and ROI.
4. Visual analysis: What about the visual attracted the audience?

Mistakes:

Ignoring the data and not learning from the ad’s strengths and weaknesses.

8. step-by-step guide to a nutra sales page

To dissect a winning sales page:

1. Headline: Assess whether it grabs attention immediately.
2. Subheadline: Complements and reinforces the headline.
3. Benefits: A clear, straightforward list of the product’s benefits.
4. Social proof: Testimonials and case studies.
5. CTA: Analyze how effective the purchase button is.

Tip:

Use A/B testing tools to optimize every element.

9. impact of ad policies

Changes to Google Ads policies affect nutra e-commerce businesses through:

• Keyword restrictions: Increased difficulty for health ads.
• Greater focus on transparency: Products need to be clearly disclosed.
• Targeting changes: Impact on reach and effectiveness.

Action:

Review your campaigns to ensure compliance and optimization.

Final checklist

1. Analyze ad visuals.
2. Study headlines and CTAs.
3. Create a swipe file in FreeSpy.
4. Test different page layouts.
5. Collect copy hooks.
6. Monitor competitors.
7. Evaluate ad performance.
8. Review sales pages.
9. Stay up to date on policies.
10. Implement feedback in your campaigns.

What was the best ad you analyzed, and what numbers did it bring in?