Soo you’ve created a bunch of new creatives and ad copies. You upload it to a new campaign and each one of the new creatives perform about exactly the same according to your CTR performance. You check to see if you haven’t uploaded the same creative for each ad, but looks like it not.
What’s the problem then? They’re working right? Wrong. Here’s the deal. Designing creatives isn’t an easy thing to do. It’s time consuming and you don’t really know if it will work or not until you test it. You rely on your graphic designer or the graphic design agency to give you the best creatives possible. But many stores running ads fail in a few areas to get the best out of your creatives as possible.
We’ve seen some accounts that have 6 variations of the same video, same song, same raw footage, just different overlay text and a mix up on the editing. But at the end of the day, it’s still the same video. This is where results can be skewed, there are a lot of factors where Facebook’s algorithm can push certain creatives even though they basically look the same, and it could just be luck.
For the media buyers or designers we can easily see the difference between creatives, because we have a trained eye. But what we sometimes forget is that we need to think and see like the consumer with a less trained eye. In my opinion, if you play a 10 sec clip of the 6 videos I mentioned above to a focus group, you’ll get an answer like “they’re exactly the same”.
In one of my previous posts “How Colour Influences Consumer Behaviour?“. It mentions the importance of color and how it can influence your customers purchasing behavior. The same applies with the elements in your creatives, putting color aside, that’s a topic of its own. What I mean by elements is breaking down your creative into 6 & 7 parts, your fore, middle and background, font choices, your subject and product, and for video, your music. The way these are used and implemented, is up to your designer and their personal experience, following trends and their knowledge of your product, company and industry.
Back to the creative testing.
Testing Ad Creatives
Here’s a few steps that you can follow to be able to really test your creatives. I’ll try my best to simplify, because there are a lot of factors to consider.
- Don’t be afraid to ask your existing customers their opinion.
If they’re happy with your product, they will be more than happy to help, a survey might sound cliche, but the reason it is, is because it’s been a tried and tested method for years.
- Take the time to evaluate the creatives that work and those that don’t work from the past and adapt.
As an example we’ve seen some companies perform fantastic with user generated content, with lower quality images where you can really see the “rawness” of the images. This company then adapted all their ad images to “recreate” UCG images in house and have been rolling with it ever since.
- Testing styles, colours, fonts, subject matter, music etc.
Having a photographer, designer and editor is essential to producing high quality content in high quantity. This is where the real part of testing comes in, it is what you do before it even reaches your audience.
You will need to make creatives with males and females, types of background eg. industrial vs soft, colour combinations, music styles, video editing styles, user generated content vs high quality content, seasonal changes if it applies to your company etc. the list is endless.
The fact of the matter is that, when you want test creatives, a lot has to be done before it reaches the ads manager. There should be a significant difference between each creative and the variations of those individual creatives. Those variations should also be distinct enough so that the consumer can really see the difference between them. This applies to all the funnels.
Shooting a bunch of videos or finding locations, getting good backgrounds, finding music etc. can be a daunting task to manage and fund. But when you have expert advice to guide you through this process the end result will counterbalance the initial cost of the hours of work put in. After the preparation has been done and all the creatives made, you can throw it into ads manager and let the results speak for themselves. This will allow you to identify what the best “genre” of creatives is best to use and when to use them for the future. You’ll be able to make small adjustments based on the feedback of your media buyer and ad performance, plan ahead and build a strategy, and the process will be quick and cost effective. But this only works if you have the right agency partnered with you!
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And that’s a wrap!
I’m Quintin, Media Buyer at DimNiko