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PERFORMANCE CREATIVE ANALYSIS EXAMPLE
I had two ads that were working really well...
One had CTR 1.45% and a solid good ROAS.
The other had CTR 0.98% and even better ROAS.
I wanted to know why
Check out how I do creative analysis
[spoile alert - I go deep]
Let's go
I had two ads that were working really well...
One had CTR 1.45% and a solid good ROAS.The other had CTR 0.98% and even better ROAS.I wanted to know why
Check out how I do creative analysis
[spoile alert - I go deep]
Let's go
The first thing I do is I make a spreadsheet where I put every video in blocks.
The first video was with great visuals & a voice over and it was highly edited.
The hook ratio was 28%
We showed the product in use with the main benefit.
The other segments were
The first video was with great visuals & a voice over and it was highly edited.
The hook ratio was 28%We showed the product in use with the main benefit.The other segments were
Benefit no1Pain pointDepositioningObjection handlingSocial proofSecondary benefit no1Secondary benefit no2CTA
The second video was a UGC mashup. Visuals were more native.
The hook ratio was 29%
We show the product in the hands
The other segments were
The hook ratio was 29%We show the product in the handsThe other segments were
Face to the camera hyping up the productMain benefitHow it worksPositive reactionSecondary benefitPositive reactionHow it worksMore positive reactions and secondary benefitsNow I need to compare
What did video 1 have that video 2 didn't have?
Hook showed the main benefit immediately
It shows the main pain point that this problem solves
It handles the main objection
Why did the second video have better CTR?
Hook showed the main benefit immediatelyIt shows the main pain point that this problem solvesIt handles the main objectionWhy did the second video have better CTR?
It's a mashupIt's a mashupIt has a positive reaction that keeps the viewer watching.
What did we do?
We created a mashup that has all those elements
The main benefit immediately
Pain points
Depositioning
Objection handling
Positive reactions
To sum up
We created a mashup that has all those elements
The main benefit immediatelyPain pointsDepositioningObjection handlingPositive reactionsTo sum up
We improved:
Hook ratio
Average watch time
CTRs
and the most important thing 1-day click ROAS.
This is why creative analysis is so important.
You need to analyze content from the CREATIVE perspective.
I hope this will help level you level up PERFORMANCE CREATIVE
Hook ratioAverage watch timeCTRsand the most important thing 1-day click ROAS.This is why creative analysis is so important.
You need to analyze content from the CREATIVE perspective.
I hope this will help level you level up PERFORMANCE CREATIVE
