Tracking Ad Performance: Which Ads Perform Best?

[Music] so let's welcome to the stage please hey hey hey Evan I am super excited to be joining you guys today we have a ton to go through don't we don't we I'm so excited for this I'm so excited I got a sneak peek at the deck and you all are in for a treat everybody if you don't know Dar she's one of the most followed voices in our space and has a track record of managing a 100 Million in paid spend over the last eight years for clients like Speedo Laura Geller and Daily Harvest

but she's absolutely incredible y'all so please keep throwing love in the chat this is her day and she's gonna absolutely smash it thank you so much Evan hey everyone I am so excited to be joining you today as you know the bridge between creative and data has never been more important I've been Consulting with Brands big and small over the last year and the number One problem I always hear from people particularly media buyers and growth people is how do we get learnings from creative tests the datadriven way without giving our subjective opinion on that

creative this there is this anxiety about giving your opinion on Creative sound off in the chat if you agree or I've heard someone else say this so today I'm actually going to show you how to hack that and how to get learnings That give you real aable insight because data comes in all shapes and sizes but if you've ever attended one of my presentations before you know how I like to start these off I always like to start these things off with doing a little test with you guys which ad do you think performed best

so we got A and B I'm going to give you guys a second but I see a lot of bees in there all right what few A's B BB overwhelmingly B well Regardless of which one you said these performed pretty equally and actually ended 2023 equal in spend and metrics the Raz was really similar the CPA was pretty similar the click-through rate was a little bit lower on a but on B pretty similar however if you said a this was the more scalable creative and would go on to spend more than 65k in 2024 and

remain a top performer before we dive in to more Creative analytics stuff I want to give an introduction for myself for those of you that don't know me so hi my name is D I'm a performance creative consultant and I'm also a full-time Creator previously I had LED agency and creative growth teams primarily working in direct consumer and e-commerce I've had the privilege and honor with working with so many amazing Brands and actually something that I haven't talked about a lot publicly yet is I'm actually working Inhouse with one brand in particular um it's still

a part-time gig but I'm still very much in the Weeds on this stuff and doing creative strategy every single day but you know many of you know me from YouTube and maybe a little bit more Tik Tok and Instagram I am a full-time Creator and every single day in week I am sharing what I am learning about paid social advertising um but I want to get back in to what we have to learn today because there's going to be a lot of Stuff here so today's agenda uh first thing we're going to go over is

how to analyze a creative test then I'm going to show you actually all of the motion reports that I use for the brands that I'm working with and even just how I do some random weekly and monthly reporting I often find that this there's such a big CH like question mark around this stuff and honestly I just want to share everything with you guys and really from combining those two things we're going To learn how to build a strategy from that data so let's go ahead and dive into number one how to analyze a creative

test now for those of you that attended my session last year on Creative analytics sound off in the chat if you were here last year because you guys are the ogs I went over the most important metrics for you to track um inside of your ad accounts and when I am looking at creative tests I like to combine these metrics into two different Categories your primary kpis and your storytelling kpis now when you were trying to decide which creative is the winner or the top performer the only thing that is going to determine that are

your primary kpis so that's going to be your amount spent your results your cost per result maybe your roas and yeah for some Brands they're going to look inside of a triple whale or a northbeam or a rocket box to really determine which one is the top Performer but nothing else but these primary kpis are going to tell you hey this creative is the winner or this creative is the overall winner now there are other metrics to track right and I like to call these storytelling kpis now what storytelling kpis tell you are they are

telling the story of potentially why a certain creative performed better than the other so when I'm looking at things like frequency this is telling me okay how scalable is this creative on this Audience because if I see a frequency getting up to three or four or five over a period of a few weeks to a month that might tell me that this creative is tapping out on this audience yeah I do look at CPM but generally that's going to tell me hey how much does it cost in this industry for this demographic to Target them

with ads yeah sometimes you can get lower cpms by having better creative but I tend to find that that not an exact Rule and yeah I am looking At things like clickthrough rate CPC and of course our most important St storytelling kpis especially for video creative to help tell that overall story of why a creative worked and those are of course going to be your hook hold in watch time so your video hook rate is going to tell you hey how good are you at grabbing attention and your video hold in your average video watch

time are going to tell you how good are you at keeping that Attention these are all really important important metrics right and I'm willing to bet a lot of you are very familiar with all these metrics however these are not the only data points that you should be tracking what other types of data points do you think you're missing out on in analyzing creatives think about it in the chat let me know let me know what you think and while you guys are thinking about that And putting your answers out in the chat I want

us to analyze another creative test together so this is a ugc ad um that a brand did and we're going to be determining the top performer based on the hook alone right so we have a b and c here which one do we think performed the best see a few A's B's C's I'm loving a lot of these answers anyone surprised that it's B I was really really surprised to see that Be was the winner right so let's talk about how to not analyze this creative test right so and I see this all the time

people will analyze a creative test to me and be like hey version B was the winner this was the hook that said hate doing your makeup it had a row as of one two point of 1.21 uh click through rate of 1.64 a slightly higher than average hook rate a higher than average hold rate so we're going to do a few more variations Of this test and then they'll stop there yeah you shared all the metrics you shared all the data but this is not how you analyze a creative test and what's kind of interesting

too about um this creative test is honestly all of these variants performed pretty well in fact version a was the one that scaled up initially and after a longer period of time it was B that ended up being the long-term more scalable winner now what this analysis is missing Is qualitative and comparative data what is that H let's dig into this a little bit right what that analysis is missing is taking a look and analyzing your creative level data yeah your creative itself has data that you can use to analyze your ads you can take

a look at the format and determine hey how is the format actually affecting the performance of this ad what about the Creator what about the messaging imagery so let's analyze this one together a Little bit right the format here this is a ugc get ready with me style ad is the format the reason why it worked potentially but it's definitely not the biggest thing is the creator the reason why this worked honestly in this case yeah we ended up working with this Creator several times throughout the last year and she's consistently a top performer she

has amazing performance but this was specifically a messaging point right this was specifically a Messaging test so we are going to dig into this messaging point a little bit but also let's look at the imagery she was in a car when she was doing this creative is that the reason why it won not necessarily so let's dig into this messaging point a little bit right so messaging analysis let's look at a first this is value based messaging we also have a competitor comparison and like I said this one Initially absolutely was the winner but B

was the one that scaled why do we think this one scaled up could it be because it was leaning into negative marketing I saw someone had also said that it used the word you potentially it was also asking a question so maybe it felt a little bit more direct what about C they were using fast and easy messaging now what's really interesting is when using fast and easy messaging is actually like a huge hack Um to getting per performance this is actually something even that I do on my YouTube video thumbnails and my titles if

I say that you're going to get fast or easy results that actually works better than saying that you're going to get the best results because honestly people want the easy fast thing that's going to be more clickable that's going to be um positioning them more to a impulsive purchase but this is also solution oriented Right let's dig a little bit deeper on this messaging portion right now something that I like doing is really looking at what part of the user J Journey the messaging is going now what's kind of interesting is hate doing your makeup

I would say is probably the most scalable messaging of them all hey doing your makeup people are a little unaware and unconcerned with a specific problem right they might hate doing it but They're not necessarily looking for Solutions whereas get a full eye look fast those are people that know their problem they want to get out the door a lot sooner and then when you think about the value based messaging right the $14 eyeshadow stick that beats the $34 yeah those people are absolutely they are so product aware that they know the price of your

competition right so when I'm thinking about this too and thinking how to get a creative to potentially last Longer I'm also thinking about how to test you know the most scalable type of messaging and also combining that with the type of messaging that is most likely to convert to make sure that we are covering all of our bases now when thinking about the user journey and you know a lot of my teaching is based on formats and I often like teaching formats to Junior strategists initially and Junior media buyers because a lot of times formats

can inherently lend Themselves to very specific parts of the user Journey right in US versus them it's much more for the solution aware type of individual whereas testimonials and three reasons why are going to be more product aware but if you're thinking about something that's a little bit more scalable especially in the unaware stage that's going to be more of your celebrity content humorous content educational content right amazingly that's just all about The messaging right there is another data point I really like to look at when analyzing creatives and that's looking at what our competitors

do now what's kind of interesting was for version C this was the you know get fast easy results get out the door sooner and when I was analyzing what our competitors were doing at the time I actually realized hey they're doing it a lot better because they are way more specific with their messaging and it was Something that they continued to iterate on again and again which was absolutely working and Performing well for them they were so specific about actually that instead of just saying hey you're going to get it done fast you're going to

get it done in 2 minutes you're going to get it done in 20 seconds less than a minute I was also looking at their imagery right they were a lot more zoomed in in the hook than we were initially which potentially could be Something for you to test right now when I am analyzing creative tests for clients I often liked to do a slide like this and every time I show this to people people get really freaked out they're like holy crap that is too much work or I do way too many creative tests to

do all of this data that's totally fine I totally hear you but I think that these things should be going on in your mind while you're analyzing these creatives so number one thing that I Like to look at first is a testing criteria so this is going to be your hypothesis why do you think this creative test is going to work if you don't think it's going to work you shouldn't do it and you should also have a really good reason for the variance that you're doing when you're launching these tests initially right below that

of course I'm going to link to the motion report I'm going to have those metrics super super easily accessible For the client or for the internal team then we get into the analysis right here I'm going to have the comparison to the top performers so I'm going to say okay in comparison to top performing creative how does this creative test stand up how does it stand up to other current tests that we're currently running and how does it stand up to Performance against the account overall as a whole then we're going to dive into the

messaging and the imagery analysis maybe even the Competitor analysis I'm also going to take a look at the breakdown data do the age breakdowns the placements say anything and then of course the next steps what are we going to do in the ad account are we going to scale it up are we going to kill it and then creative wise how are we going to take this learning and take it into upcoming briefs or upcoming tests or how are we going to iterate on it now I have a little iteration sheet slide for you Guys

to take screenshots of and we will be providing this deck afterwards but often times if I find that a certain messaging point is working really well that's what I'm like okay how can I iterate on that in a new format so for the hate doing your makeup example I would then take that and test it out in a static maybe try it out out in a headline ad um use it as a headline in US versus them or a call out or I would try some different type of Creator Content with it try a comparison

a Miss versus that and use that to entice people in or maybe we could try brand new talent and using that specific one as a hook now I know that we that I have gone over a lot of different things for you guys to consider when analyzing creative tests I am going to be having a freebie for you guys a creative reporting checklist that will be sent out to you guys so that you can see it and this is going to have everything That you need to consider when analyzing individual creative tests and also go

through the reporting that I am doing on a daily weekly monthly in an onboarding slash quarterly basis so that you guys have all of this together because I know it's a lot and it's a lot to consider but once you start exercising and training your brain in this way it becomes a little bit second major so I want to go back to that initial creative test that we analyzed right so we had The static and actually this question is one of the most popular questions that I get asked all the time is okay what metrics

do you use to analyze Statics and the truth is is like yeah you don't have these storytelling hook and hold rates that you would normally have which is why it is so important to analyze that qualitative data right so both of these ultimately worked so the format I think is sound right both Statics but very different but when we zoom in on The messaging for B don't overpay for your Shadow that's already someone who is incredibly product aware I would say and they're really just looking for that great value to push them over the edge

whereas the messaging for a stays put all day is more of that problem aware individual so they're a little bit higher up now I want to go into reporting I actually want to show you guys the exact reports that I'm doing inside Of motion and just in general with the brands that I'm working with and what I did at the agency as well so I have a little overview here again this is going to be in that checklist but I want to go ahead and start off with the weekly reporting now when I worked agency

side and this is even something I do with my um with my Consulting clients is I always like to send a weekly report to internal or clients inside of slack that detailed a few different things number One we want to detail weekend and week over week performance on the ad account and on the creatives we're also going to have an update on recent creative tests and also just looking at the last seven days top performers this is also going to include action items for the week so are there any creative test updates that you have

are there any creative production updates that you have and also I like to detail here what type of research you're going to be doing and Also outline hey do you need anything from any external brand members this is something that I would do almost every Monday morning that I found helped out a lot with comm's internal and external teams now let's dig into some more of these motion reports right s days top performers I think this is pretty self-explanatory we want to have a sense week over week what creatives are performing the best um I

think this is like really intro level Mo motion but You should be looking at these week over week another one that I really like doing is a new test update so this report is actually monitored weekly but it's created monthly so we'll actually have in the ad name of all of our ads that we're deploying on paid social will have the month that they're launched and what this is going to do this is going to help you understand the status of recently launch test so it's going to help you identify hey what's getting Traction and

if there are any potential opportunities for in iterations that are getting out the door that you can prioritize and honestly it might not seem like a lot but on the creative end these are the two reports that I'm prioritizing for the week outside of looking at those week over week um Trends now let's dig in monthly right so I like to do a monthly creative retro with the brands that I work with that's going to look at month-over-month Performance benchmarking performance against other competitors I use varos for the this I'm also going to look at

top performers over the last 30 days individual creative tests so that's going to be that really scary slide that I showed you earlier when analyzing your indiv idual creative test I like to do that for every creative test sometimes you know I'm not writing out every single data point but I'm outling the ones that are the most interesting for The brand or for the client I'm also going to be competitor tracking and what I actually like to do is I like to track what competitors are launching month over month so if I see them starting

to double down on a format or a messaging point we can assume that it's working for them or at least producing interesting results for them I find that just doing a competitor and analysis without actually tracking their potential learnings it's not as useful Um in the long term so that's why I actually like to go back and show hey these are what your competitors tested this month the month before and the month previously and then in this retro we're also going to be outlining a roadmap for the me next month and then have any action

items what's going to be in this report right so last 30 days top performers I think that's pretty self-explanatory we want to understand which creatives Perform the best at the top of the month and then when zooming in on each of our creative tests we're going to have those individual new test reports as well and again you do not have to write out every single point here because I understand that our time is really really valuable and we don't want to be spending all of our time as creative strategist and media buyers writing out these

decks a few bullet points will suffice but it is important that you do go over those Things and analyze them as you're looking through the tests and the way that I'm creating these individual new test reports inside of motion is I'm just taking the name of that creative retest and I have a folder inside of motion and it's simply just creative tests so that I can really quickly go through all the creative tests that were launched for the last month for the last few months now I think for the more Interesting reports right these are

the ones that actually help me build a lot more strategy and help me detail where brand should be investing more of their money so let's dive into some of these number one product comparison this one is really important if you're working with multiple products and SKS and it's going to help tell you hey these are the products that are most scalable on paid social and potentially also highlight where you might want to test a little Bit more um it's going to help show you hey maybe should do some more rapid format testing for unproven products

or angles and ultimately guide you where your investment dollar should be for specific products next up I like doing a format analysis so if we're understanding what products are working okay but what type of formats are actually moving the needle um and this one is a really broad format right we have video versus Statics versus DPA Versus Carousel you can have gifts in there this is honestly just going to quickly highlight any format blind spots opportunities and give highlevel guidance on Creative diversity I think this gets more interesting when you do a Statics comparison right

so you can help streamline future tests for new products and offers by understanding hey these are the Statics that are actually working when we're deploying them across multiple offers across multiple um Across multiple tests so this is also a good thing for you to look at if you're like hey I want to be able to pressure test messaging on Statics these will identify the formats that you can use to test those more effectively um another thing that I like doing and I actually just ran this report recently is an agency partner comparison so if you're

working with multiple partners like I do this is going to help you identify um where you Should be investing in upcoming budgets and help motivate your teams so something that I did recently actually is I had an a come up to me be like hey like how are we being perceived right now and I was really quickly to able to generate this report and be like actually you're one of our top performing agencies we love working with you guys we would like to increase the amount of work that we're doing with you and on the

same hand if you're working With external agencies it's also important that you are tracking your internal team's metrics and creatives and how those are stacking up against other agencies which can make the argument for team expansion in investment this is a pro this is a process we actually just went through in one of the teams that I'm working on we wanted to make a new hire and we were able to show management this specific report and be like hey actually our Content does really really well when compared to other agencies so when making this new

hire it's going to be really worth that investment another thing ugc still King right now that's why doing Creator comparisons is really key so that you can highlight star indiv ual creators to rehire and also dig more into demographics that work and if you're working with big influencers and big celebrities it's also really important To do those celebrity comparisons now I haven't actually worked with Beyonce Taylor Swift JLo AR Grande but I think they would probably perform really really well um and same thing when you're making these big Investments and creators and influencers you want

to be able to compare them so being able to comp pair celebrity versus your influencer creators this is going to help guide your marketing spend quarter over quarter now I don't know about you Guys but whenever I spend a lot of time looking at data and analytics and reports I kind of feel like this um and you know you just kind of need to take a break I think the big thing I want for you guys to take away from this session is that being data driven does not just mean look looking at the numbers

and looking at the metrics in fact the people behind those metrics they're they're individuals and that's why I think the messaging Analysis the competitor analysis um and really digging into where these people are at specific points in time and discovering your brand and discovering your product is probably going to be the most important pieces of data qualitative data to making creative that converts and making that creative that really feels like it's standing out for the individual now we've hit time I'm so ready to dive into Q&A I know we got a few juicy questions And

I'm really excited to get into um so let's go ahead and dive into that um and for those of you that don't know I did just launch a new video today on YouTube that's all about the best creatives for meta ads that you should be testing in 2024 be sure to give that a watch or send it to your teams if you want them to make a quick creative test otherwise I'm ready to jam with you guys let's talk everybody show some love in the chat come on like how good was this Dar I absolutely

killed it how do you feel oh thank you I feel great I feel great it's awesome to see how much love there is with the community and I'm just really excited I love it I love it okay so let's start off the Q&A related to creative test because we have a lot of questions that kind of stem off of that so the first one is from Katie shout out to Katie how do you test creative one campaign with adsets for each concept what are your thoughts on syn or Swim mentality when adding new creative just

talk people through your methodology yeah of course so with the brands that I work with we primarily do use AO campaigns um with adsets for each concept and there's a few reasons why we do this we're doing this because it's a lot easier to track we're also doing that because we do need to push spend through um through a certain number of these creatives we're also launching anywhere from I mean for some Brands it Could be five to 10 creative tests per week we're working with pretty high budgets so we do need to push those

to push spend to get those learnings quicker but I do know a lot of brands that you know maybe are spending 100K per month or a quarter million per month that are using the CBO um strategy which has more of that sink or swim mentality that she's talking about and I've seen that work just as as well but personally for the brands that I currently work With I am still using but I've consulted with many brands that you know take more of that Sinker swim approach and I'm not Precious on it and like I definitely

see that it works and I would say that if you're if you don't need learnings from every single creative test and ultimate efficiency is of the highest um priority then probably go CBO I love it I love it it's so interesting because it's like you touch upon two things methodologies of course And then each individual ad account kind of has its own personality too of how it's going to start Distributing things and how it comes to life so it's so interesting how comes there a question that I can see that actually springboards off of creative

testing in general is from Barry so Barry asks how long did you run those ads to determine which the winner was with the three videos you said a was initially winning so why weren't the other two replaced at That time so I think it's a duration question on when you make decisions more or less oh yeah no this is a great question and this is one that we uh this was a creative that we like iterated on several times so how long did we run this test to determine what the winner was I'd say that

we let it run for like two weeks initially but I'm only like calling it a winner really in retrospect like actually looking at when it scaled like when it was initially launched um I Think we only launched with the first two and then the other was like just a part of an iteration batch and like I don't think too of like creative testing as like replacing like if a creative is still getting traction and spend we're going to continue to let it scale up or sit in the creative testing campaign as long as is getting

the results that are profitable based on your primary kpi metrics we're not going to do any replacing we're going to Continue to let those go until they no longer work spinball so springboarding off of this uh I always don't want to mess up names but Cali I believe has asked how often do you update the designs of a creative to test different designs within the same campaign yeah we're always testing different formats um and I think what's important is to do initially rapid format testing um when first starting with a brand or starting With a

new product so I'm actually going through this process now with a newer brand we are really testing a lot of our messaging and thesis with the products inside of Statics so we're testing out the tried andrue Statics that we know convert on paid social so like your US versus them your before and after your features point out some of your different headline ads your testimonials and from there we're going to see which one of those ends up working and then Over the long term if we test some different messaging points we're always injecting new static

designs to see what could potentially work so I mean if you want like a real like numerical approach to it I guess like we're testing new static designs like every week maybe every month for smaller Brands so there's a lot of questions as as I mentioned earlier just stemming off of creative tests and one of the more granular ones that pop in to here is From Cole so Cole asks how much budget should each creative get in a test before calling it or pulling it uh or pausing the lower performers is there and X time

CPA guideline or anything like that that comes to mind I don't like have a hard and fast role for like an xtime CPA guideline it really depends on like yeah the cost of your product and like that corresponding CPA I guess like obviously we're not talking Apple to Apples if we have like a product has A CPA of 400 but generally I am launching my tests at a $200 per day Mark and I want those to run for at least a week but like I'll be honest if a creative is launched and then three days

four days later it's doing awesome we're going to like scale it up and pressure test it and see oh like does it have the capability to scale I'm not looking at a creative test after a short amount of time and being like yeah this is a winner I'm scaling it up to like Further prove it um so I'd say like sometimes after three or 4 days at that budget you can try to increase spend or if like results are okay and maybe it just needs some more learning you can continue to let it have spend

until the seventh day Mark and we're talking about budgets and you use the word efficiency on a previous question too so the top voted question that's come in right now is from Joe so Joe asks what is your Strategy for new ad accounts brands with smaller budgets in this case versus established ad accounts and Brands yeah so I'll just reiterate for established Brands it really is more approach so that you can push spin through get more of those learnings faster and build a road map that outlines like what you want to learn where whereas the

problem with the CBO method is that you you don't you're never going to learn except what's the top performer so it's kind of Harder to do some of those Min messaging and format testing so for newer brands that we're working with I actually see a lot more testing happening in ASC campaigns which I know don't junk down my throat it like that is definitely a hot button topic um I've seen it work but I think that's where I would do more of the Sinker swim mentality doing it in CBO and maybe only launching one to

two variants um so I hope that helps so we've been talking a lot about like ad Account structures just in general like right a lot of it's been coming at that way so there is another question which I think is going that route but I'm wondering if we can twist it so the original question from franisco is uh a a small agency we don't have all the resources and sometimes to put ideas to life how do you handle putting together creative strategy together less about spend but just like starting their journey of creative strategy what's

some Advice that you have yeah so the when I'm you know beginning to teach people a creative strategy introduce them to creative strategy I always start with the formats because some formats lend themselves to being at different parts of the user Journey so if you can test a wide array of formats so Us Versus Them headline ads you know feature call out ads those are going to inherently Target different people potentially and I think that if you can start there and frame Your work from making sure that you get certain formats out the door and

test those that's a really excellent place to start so that you can start to see oh okay this specific format worked best let's try doing a messaging test here or oh after two tests these two messaging points continued to work really well let's try then pushing that to a video or a Creator ad and seeing how that messaging plays there so I really think that initially like start with the Formats and I even start with just static images for some products and Brands if they're really small um so that you don't have to go through

uh candidly like the chaos of briefing and like hiring creators which is incredibly worth it but like can be a challenge and z a fast followup I have on my end is like just talking about the research side of things so the output turns into a static or like one of those ideas that you might have how much time should Somebody be spending on like research and understanding the problems and buyer personas that come along with this I would say that you know 70% of your time should be sent on that research it's really really

important and crucial um I'd say too like even when thinking about some of the like you know top people in advertising over the last like DEC a decade or 100 years like Ogie would sometimes like lock himself in a Room for 10 days to make a single print ad um to get those results and I honestly just like don't see the same type of like care and dedication and commitment to research from a lot of like paid social people they're like looking for the the creative hacks and like the things like that and like those

are important and they they're fun and you got to test them but I think overall we could all stand to do like a little bit more research um on our personas and Like user Journeys and just like ultimately our customers spend more time talking to them in general you gave me goosebumps with that step back like I feel like that's something everyone needed to hear and dar the last fast follow I have on my end before we get back back to the questions is on your on your side how do you try to embody that

just for just so the audience can get a feel for what a version of D locking herself in a room forever looks like I Think that it for me I've realized that like I'm someone that needs a lot of variety in my day like ultimately like I'm a creative yeah I was a trained media buyer I did media buying for many many years but like I'm my happiest like working with the creative building out that strategy and I know that like my research is different at any given time so like right now my favorite thing

to do is like researching advertising from different eras like I initially was Looking at Ole V ads now I'm studying advertising from the 90s and like I think it's so fascinating to be able to draw like Trends from certain eras certain formats certain platforms whatever and injecting that into like what I do in my day-to-day so like my suggestion for research is like it can be really fun and it doesn't have to look the same all the time and like sometimes your inspiration will come from really unlikely PL places like Right now I said I'm

diving into a lot of like magazine ads from the 90s and it's been really really fun to see how like chaotic the headlines were and like just like how our culture was back then I think advertising is a real reflection of like what motivates a culture at a specific time and you know that's why I'm like really I'm having a lot of fun doing this like his personal project I love that I love that so much because this is the mentality you need When you start approaching projects like this and a lot of the pieces

uh like we'll jump back into the Tactical in a second but the mentality is going to allow you to approach it in the right way before you get to the Tactical right yeah yeah awesome okay so a question that I see here is from Angelito so we bring it up so Angelo asks how quickly do you tend to significantly switch creative Direction when a concept doesn't work as well Well like does it take four to six iterations on a ugc Creator not working before you decide to scrap it or do you try to force the

footage to work until it performs to your targets so your overall process with like variations and iterations would be helpful here yeah so I I think that it's it's pretty tough with ugc creators as well um and that's why for me I'm making sure that like when we're doing Creator content and celebrity content it like has to be on Products that are proven and we have some sort of guidance with the messaging already so that when we're testing out a new creator that is going to be um there there are less variables that are question

marks um I'd say that you know when we're launching the tests inside of a creative test anyways we're already doing anywhere from two to four variations like maybe we're trying a different hook maybe we're trying a different image or point of the um ad Creative to launch Those ads but I'd say you know if something doesn't work on the first hit we might do another iterative batch if we have high confidence in it but sometimes like if a creator doesn't work and it's a total flop you might not get that performance it might come down

to you know when again back to that point of analyzing your creative data it might be the Creator um unless there's something else really weird at play like a you know an Editing tactic or like a font Choice which like generally isn't the case it's generally the case of a Creator um so yeah honestly I would do like two iterations so that might equal like eight creatives tops with a Creator and if it doesn't work don't waste your time heard it here first everybody we got 10 minutes on the clock please keep throwing in your

questions up voting where it starts to make sense I see a question that I quite like that came in From Brooklin and Brooklyn States I feel that a lot of this webinar covers information targeted towards younger middleaged audiences have you ever dealt with a company that has an older audience and do you have any tips on how to cater to ads videos towards that older audience specifically uh I actually love this question Brooklyn because in my day-to-day I actually primarily work with brands that Target 55 plus and I've worked with a lot of These Brands

and I got to tell you like yeah some of the ad examples I showed might look like they're targeting younger they're actually not um I'd say that like for both for both of these brands like we found that like the primary demographic was 50 plus um and the thing that I'll say about advertising to this demographic is number one like they're going to read a lot more text right um so that's why I'd say Statics as a rule often work really Really well with this specific demo and we do a lot of our messaging testing

with inside those Statics um but also longer videos t to work much much longer videos I'd say that um especially with a brand that I work that's 55 plus um those are like one 1.5 minute long videos they go really in depth but it's it's really important that um I'd say when targeting that demo like we do try to reflect that like people that are that age inside those ad creatives it's Actually just kind of hard to get like ugc creators that are 50 55 plus that um know how to do a ugc ad and

that's something that we're really working on in pressure testing all the time that's really the bigger challenge which is why we found like really really simple headline Graphics can crush with this audience so in your world are you ever coaching creators a ton sometimes when I was working at thesis at the agency I worked at for a While um we would do smaller training modules for some creators but I'm not doing any training for creators right now aside from like the the guidelines that we give them which is like yeah like don't wear a logo

in your shirt use good lighting and teaching them stuff like that if I ever like want to teach people um or if i i people ever want resources on how to make great ugc creative I just send them to Savannah and her Twitter and her Channel because She has all the best tips for ugc creators shout out to Savannah shout out to uh Dar jumping back into the Tactical now with the most upvoted question here so Brit has a question how many creatives should you be testing per a thousand in spend for example how many

creative tests at 40K at 60k so just your thoughts on like budget as it relates to creative volume yeah so I know when I did the uh the panel with Savannah Mariela and Jess I gave out this like wild metric that I had to like really think about to make sure that I gave the right one but what I'd say is that for every like 25k you're spending per month that should equal roughly like one creative test so like if you're going to be spending like 100k ultimately it could be like two to four creative

tests per week actually I'm not even sure if I'm getting that right it's like sorry math guys Um yeah so if you're doing like a thousand a day it should equal like so that's 30k it should equal like one creative test per week I'd say I actually have a video in like a spreadsheet that I had someone make for me to like dial this all out so that you can see it so subscribe to the YouTube channel you will get that soon but I'd say yeah like for 30k at least one to two per week

have to subscribe to the channel everybody needs that Everyone needs the hand out math exactly yeah geez embarrassing on on the motion side for everybody who's curious I just threw something in the chat there so we heard meta's best practices on what they wanted to do and like we tried our best to to compile what Dar had mentioned so just as a general guideline everyone can take a look there but it kind of outlines like based on your monthly budget what percentage should go to Testing based on your aov how much should ultimately go out

uh or how many new creatives should be testing on a monthly basis okay H another question that's come up here Dar is from Emma so em is tapping into the frequency side what is the ideal frequency yeah I think that when you're testing on a broad AUD audience like you should be looking at a frequency that's like around a a one maybe like a 1.23 the the times when I get really concerned or when I'm looking at an ad account over like the last 30 days or a creative test and I see it going to

like a two or three or a four and I'm like huh why is this creative like hitting that same audience again and again um so yeah if your frequency has a one in front of it you're probably safe um and you're not looking and you know you're not looking at like a retargeting audience which I don't Really use that much anyways but um yeah I'd say that like your frequency should be a lot lower and it's probably just not going to be as scalable like if it's getting a little bit higher Dar we've talked all

about creatives up until this point but Nicola has a great question here as it relates to landing pages so do you like to test and match creatives with landing pages what are your top three landing page typ you would like to test that are not Classic product pages and any thoughts that you might have there yeah yeah so yeah I would say that it's not my first priority to test and match creatives with landing pages it really depends on candidly the specific type of creative and landing page like sometimes I've seen it work better like

if you mention a certain press Outlet like in your creative or even if you're using like a certain celebrity or big-time influencer and having that be reflected in the Landing page yeah like those tend to perform a lot better than not doing that but um and I guess for like really big messaging learnings that you get again and again it is good to have those be reflected but I'd say that um like ad and landing page congruency isn't my number one thing to test especially like in the beginning um but as far as like top

three landing page types um the classic Landing like product pages like don't tend to be the top performers Anyways um and at thesis we had like three formats that we would always use which was like alytical so five reasons why like this coffee or pants are the best you know coffee or pants something like that super simple and it might not look like that much but like sometimes those do end up being the best uh another type of landing page format tends to work really well especially for brands that are scaling and scaling a lot

would be quizzes Quizzes can also be really interesting to just get back data on the people that are going through the quiz um and can also like really help with certain product matching like if you have like a lot of skews or if you have um you know different shade matching or like different products or different problems like that can really help introduce people to the right to the right one and then the last one would be just like your classic overview page um that could Be tailored to a specific type of messaging perfect now

we got three minutes left here Dar I think we got time for maybe one to two more questions and I found a good one that I think is quite interesting that the people will like so Keith Keith asks when a creative Champion starts to decline in fatigue what are the first and essential steps to get those creatives to convert again and extend its life how many iterations sorry go ahead you got it no no no all Good um I love this question because I I you know I think with some of the examples that I

showed today like that was you know pretty much exactly what happened um and I think that's where it's a really good idea to look at where your messaging is coming up like on the user Journey like is that specific messaging like like like is that messaging a lot more able to convert because it's more you know product aware and solution aware so maybe like you're Tapping out on that particular audience is there a way that you can bring that messaging a little bit further up in funnel um so I'd say that's absolutely like the first

step is like to look at that messaging there and then how many reiterations should we create um I mean there's like no hard and fast rule for it at all like it's about what you have high confidence in as a strategist and I'd say that generally like I will do two or three iterations On something and if I'm not getting the performance back then I'm going to let it die and like go back to the drawing board and figure out something else I think one of the most dangerous things that you can be in as

a brand is get into this thing that I call iteration paralysis I've talked about this a lot with Jess from fire team which is where like you end up doing so much iteration that everything just kind of looks the same like and if you do the squint test On like your own ads that are currently live and they all look alike like that's kind of like an experience that people are going to be having in their social feeds too like they're going to stop um being attracted to what they were once attracted to they're going

to stop being hooked by what they were once hooked by and if everything kind of looks the same they're going to assume that they also that they've already seen it and experienced it um so you know also the Question is testing a static version from a video necessary none of it's necessary like it's none of it's necessary but what I do it absolutely if I find like a messaging Point that's absolutely like with like a ugc video why the hell wouldn't I test it in a static a static takes like five minutes to make um

yeah yeah maybe with a graphic designer or whatever but that's just like such an easy iteration to see hey like is this learning factual like Another problem that I see is a lot of times like people expect like the creative testing process to be one plus one equals 2 when really every time you get a learning like a messaging learning it's not not absolute it might not last that learning might not last forever and you need to constantly be pressure testing it to see if it's still true so like yeah after that one ugc ad

hate doing your makeup I absolutely would have tested with static um I'm not sure If we did maybe we did and you know if it continues to work why not continue to iterate on that of course but then one day it might die and then what are we going to do we're going to be back to the drawing board as per usual Dar dropping bar after bar giving people all the information they need this has been absolutely incredible do you have any like final words to leave with the audience in our community oh God honestly

this community is so so special I love doing these con um you know make ads that convert sessions for those of you guys that attended with me last year it was honestly one of my highlights of the year to be able to come and like teach these sessions with you and I'm so so stoked that we got to do it again this year um but like you know this is just the beginning and you're going to be seeing a lot more of me which is my little teaser and uh thanks everyone for jamming Dar is

the best everybody get Into the chat we have to show some love it's only right come on now let's do it let's do it absolutely incredible badara definitely gonna be seeing a lot more of you that's for sure that's a sneak peek we'll talk soon but uh everybody keep showing love okay keep showing love perfect so Dar went absolutely nuts just diving into motion like no tomorrow and talking about how to start looking at data and all of that good stuff no pressure at all for Anybody but whoever would like to stick around and see

a little bit more about motion guess what I got your back if you want to hang out and we could have a good time okay sounds great so everybody um if you are curious just throw it into the chat if you have any questions and I'll try to pick those up along the way as we go but the first thing that I wanted to show off really quick and if I can get some help just bringing my screen up give me a second Here perfect why is everyone asking for the ASMR you got me so

everyone for context last video that we had done or last show that we had done I went ASMR EV mode just gave everybody what they wanted so here we go everybody we got our creative testing field this is the calculator that I was talking about a little bit earlier and you can see exactly what we have going on so if anyone's BR relax relax hold on I'm going to break Character here I'm gonna break character so if anyone's curious this is the calculator that I was talking about a little bit earlier where you can see

how exactly how much spend you had and the budgets that you need against it so here everybody go grab it I threw it into the chat a little bit earlier but I'll do it again now so if you are curious you can see what's going on I for real need need to get on my ASMR Vibe like has to happen has to Happen Nick for sure I got you man throw it at me um okay folks so darl went nuts just talking about all the different metrics that you want to be able to look at

and the decisions that you want to make what I wanted to talk about today was how do we take a finding like Dar had mentioned and make sure that we can pass this to different members of the team different members of the organization external parties and everyone along the way okay So just to confirm in the chat can everybody see the bar chart on my screen okay yay nay what do we got going on yes sir yes yes yes okay thank you very much appreciate you all anley you had a question can you explain whether

creatives are iterations or New Concepts in this chart fantastic it's a mixture of both that's the short version of it and we can separate out later but everybody so for context I'm just going to set the stage on what we're looking At because anley had such a good question there so with in motion like Dar had shown you it it's extremely visual you can see the exact image or video with the click of a button and you're able to see the associated grouped metrics right here so in my case it's thumb stop and it's conversion

rate in your case you can change it to whatever you'd like to see the final thing that I'm going to note here is that our filtering section allows you to Narrow down by naming convention or other things so like performance metrics themselves or even like when did ads go live so speaking to iterations versus New Concepts you can filter it down to see that way but what I really wanted to talk about is this specific report so in this report we talked a lot earlier about iterations and iterations were all about how do we make

small changes to existing assets rather than doing net new all the time so to tell this story What we're doing is we're showcasing a couple metrics that Dar had spoken about earlier so that's where we're leading with our thumb stop Ratio or our hook rate and then comparing that to our conversion rate that's ultimately right down here now as a quick level set thumb stop ratio for those who are just starting out essentially what's going on here is it's saying how many people stop to watch the first three seconds of your video why you need

to do that is because Before someone clicks to go anywhere else you need to stop them in their feeds to make sure they know uh are engaged with what you have going on so when I'm looking at this report to determine where to iterate I like to focus on low hanging fruit so the example that I pull out is is this one that's right down here on the far right hand side okay folks so in this one what we're ultimately seeing is a much lower thumb stop ratio in comparison to the Rest of the account

but a higher conversion rate in comparison to the rest of the account so when we see something like that what it tells us is is people aren't really stopping their Scrolls but those who are stopping are buying at the end of the day really really well so when I see a finding like that what I can actually do is I can set a goal with my creative team I'm literally going to be like team I want to increase my thumb stop ratio so more People stop their scroll but maintain a similar conversion rate because the

story is absolutely crushing it so for this creative right here I just want to do two new versions where we swap out the first three seconds nice and easy and guess what if the team's trying to figure out what does that first 3 seconds need to look like of course they can cook up and figure out whatever they need to or or you can look right up top here to the top uh to the top left What's already doing a great job getting people to stop and buy can we copy and paste it so it

becomes a mashup or can we take inspiration from it to watch the story evolve that way awesome so I think like now that I've gone through this example of lwh hanging fruit everybody here you know the party people the community we all speak the same language at the end of the day so the biggest thing that I like to focus on is not everybody speaks this language so the Next step of this journey is to make sure people can action upon these insights so what that means is I can actually isolate down to see these

two creatives side by side that i' mentioned earlier beside this I can move over to this card view that Dar was showing off earlier because again nonthreatening everybody knows what's happening and then the final step of what I need to do here is just hit share so I can say take first 3 seconds from X and apply to Y and as soon as I hit copy link guess what y'all this link becomes extremely sharable so whether it's a slack channel it's an ASA board it's a creative brief doesn't really matter because whoever gets it sees

it this way with the commentary in the top like so and then based off that commentary it's like phenomenal I can watch the creative I can download the creative I can add comments so this is really how we're helping go from the data side to the Analysis side with most importantly the workflow to ensure we action upon the data at the end of the day so that's just a sneak peek into motion y'all of what uh building upon what Dar had to mention so I guess like my big question for you all is if there

is anybody still hanging out um who is interested in learning more about motion if you are feel free to hit that hell yeah button that you can see on the screen if not no hard feelings it's all good I'm happy You're around and we're hanging out sweet y'all I see that bar raising a little bit cool um Nick you're the man on board of three clients you know the Vibes I love it I love it does anyone have any specific questions that I can help with uh the big ones I will say are recording will

be available 100% And dar's cheat sheet you don't want to miss out on that but be sure to subscribe to her YouTube channel check her out on Instagram doing All the good things so you need to make that happen but anything else pop uh popping out uh couple questions where can I find the slide show Dar used we'll talk to DAR after harsh wants ASMR again why does everybody need the ASMR side I feel like I'll bust it out to start and then keep you all keep you all uh uh wanting for the next one

Sergio can we get a recording a Thousand times yes everybody in the chat knows what's going on we're gonna make that recording available for sure Elaine another walkthrough of analyzing creative report so Elaine that is a great question so on my end I'm not going to spend too much time here because Dar did an absolutely amazing job but another way that you can start to analyze data is to take a step back from the granular insights like I Had shown from a granular creative But ultimately looking at holistic performance so this is very similar to

what Dar had shown but if I'm looking at my Concepts or my angles as an example what I can start to see is like how's my us vers them versus listicle versus five star review and how that continues so ele how I kind of Envision this working is you can literally curate conversation around this report in your meeting so we can be like team we've spent a ton of Money on before and after but it doesn't really seem to be working in the way that we wanted whereas with us first them yep that's it we

have to do more us first them but the funny thing is is at this point like like we look around the room and it's like okay more US versus them what the heck does that look like so the good thing about motion is you can actually click into these groups to see the breakdowns and what's top performing in terms of us first them at This point so it's no longer just guessing and saying let's do more it's like okay let's do more and this is the inspiration of what we think uh of what we want

to do as we move forward you're all the best thank you for your eyes ears everything that's involved good morning good afternoon good evening you're the best this community warms my heart and I'll see you at the next one okay amazing y'all take care it's time to ship more winning Creative with motions creative analytics platform that helps you scale winners into unicorns and helps you figure out where your ads might need just a little more help join Over 2100 teams shipping winning ads with motion like viori true classic hexclad and more get a free VIP

tour today and you can see how motion can help your creative strategist and your media buyers speak the same language