How do you know when to create new or iterate existing ad creative design? Here are some tips that can help assess the performance of a design.
Iterate: Analyze the following metrics.
Optimization involves making incremental changes to improve performance. Consider optimizing when you notice:
- Click-Through Rate (CTR): If CTR is below the industry average but not abysmal, it suggests your ad is somewhat relevant but could be more enticing. Aim for subtle changes to improve this, starting with the hook.
- Conversion Rate: A decent amount of clicks but low conversions suggests the ad is attracting interest but failing to persuade users to take action. Review and adjust the call-to-action (CTA) or landing page experience.
- Cost Per Acquisition (CPA): If CPA is higher than desired but not out of control, look into optimizing ad creatives or targeting to improve efficiency.
- Engagement Rate (for social media ads): Low engagement rates indicate that your ad’s message or creative isn’t resonating as well as it could with your audience.
Create: Use these metrics to trigger net new creative design.
New unique design is warranted when metrics indicate that your current ads are fundamentally not resonating with your audience or meeting campaign objectives:
- Very Low CTR: Significantly below industry benchmarks, indicating that the ad fails to capture attention or interest.
- Low Conversion Rate Across Multiple Campaigns: Consistently poor performance across different campaigns suggests a deeper issue with the ad’s appeal or relevance to your target audience.
- High CPA That Doesn’t Decrease: If optimizing targeting and ad creatives doesn’t lower the CPA to an acceptable level, a redesign may be necessary.
- Significant Drop in Performance Over Time: An ad that once performed well but has seen a steady decline in key metrics needs a fresh approach to reengage the audience.
Additional Considerations:
- Ad Fatigue: If performance metrics decline and your audience has been exposed to the ad multiple times, it may be time to introduce new creatives to avoid ad fatigue.
- Market Changes: Shifts in market trends or consumer behavior not reflected in your current ads could necessitate a redesign to stay relevant.
- Feedback and Comments: Direct feedback from your audience, whether positive or negative, can provide actionable insights into how your ads are perceived and what changes might be necessary.
By monitoring these specific metrics closely, you can make data-driven decisions on when to fine-tune your existing ads or when it’s time to go back to the drawing board for a complete creative overhaul.
Key Takeaways:
- Trust the Metrics: Let data, not personal bias, guide your ad optimizations and redesigns. Performance metrics provide objective insights into what truly works.
- Objective Over Subjective: While creativity is crucial, the real success of ad designs is measured by their performance. Focus on CTR, Conversion Rate, and CPA to make informed decisions.
- Data-Driven Decisions Win: Embrace a culture where numbers drive creative strategies. This ensures your ads are not only visually appealing but also effectively meeting your marketing goals.
