🧑‍🔬 - Iterate Your ads like a PRO

Master the Art of Optimization

Author

Ashley Wright
June 03, 2023

👋 Hi, and welcome back to Advertise The Wright Way: your weekly guide sharing both creatives and strategy that will take your advertising game to the next level.

June is here which makes Summer is technically around the corner! As always, we're thrilled to present an action-packed edition, so let’s get into it.

Iterate Your ads like a PRO

As an experienced marketer, I've learned a thing or two about what it takes to succeed with ad creatives.

The topic of iteration in creative development is always fascinating.

Some argue for weekly iterations, while others believe in the "if it's not broke, don't fix it" approach.

However, let's get straight to the point: having a strategy for iteration is essential.

In our case, we heavily focus on two platforms: META and TikTok.

When it comes to iterations, it's crucial to treat these platforms individually.

On TikTok, depending on your spending levels, it's recommended to have iterations ready every 3-5 days.

When you find something that works, it's important to acknowledge that it won't last forever. So, the question becomes,

"What can we do to iterate and keep improving?"

On the other hand, with META, we've observed that ad creative can last longer.

However, if you notice your top-of-funnel frequency creeping up or a gradual increase in your CPA over time, these are usually signs that iterations are required.

To succeed in iteration, you need a clear objective and a game plan.

I always tell my team to think like scientists. Every test or iteration must have a hypothesis.

Let me provide two examples:

Hypothesis 1: "If I change the Hook from V01 to V02, incorporating shocking b-roll, it is expected to increase our hold-rate by capturing attention more effectively."

Hypothesis 2: "By changing the Hook from V01 to V02, it is hypothesized that the CPA will decrease by 20%, leading to a potential increase in CVR."

Which hypothesis makes more sense to run with? Hypothesis 1.

Hypothesis 2 involves too many variables.

While changing the hook may have some influence on the CPA and CVR, it's crucial to consider the impact of other factors like landing page, offer, and user experience for example.

Hypothesis 1, on the other hand, focuses on a clear objective: increasing the hold-rate.

It provides a specific goal related to capturing attention and offers a clear direction for testing and analysis.

The use of shocking b-roll directly links to the expected outcome, making it easier to measure and evaluate the effectiveness of the proposed change.

Now, let's explore what you should be iterating.

Iterations don't mean randomly coming up with new ideas and hoping something sticks.

Instead, consider the following list as a reference for what you should and could iterate:

Now you've iterated - what's next?

After completing iterations, the next step is to assess the results and make data-driven decisions to further optimize your ad creatives.

This requires a systematic approach that includes determining how long to iterate for, analyzing and measuring the performance, and refining your strategies.

How long to iterate for?

The duration for iterations may vary depending on the platform and the specific campaign.

It's generally recommended to allow sufficient time for each iteration to gather enough data and evaluate its impact.

You can either base this on a specific time frame or a certain amount of ad spend, just ensure consistency across all your tests.

Analyze and measure

To analyze and measure the effectiveness of your iterations, it's crucial to define KPIs.

By tracking and analyzing these metrics, you can gain insights into the performance of each iteration and make informed decisions about the next steps.

Refine

Based on the analysis and measurement of your iterations, it's important to refine your ad creative strategy.

This involves identifying the most effective elements, features, or changes that positively impacted the desired outcomes.

Refinement may include further testing and optimization of successful elements, discarding underperforming aspects, and exploring new hypotheses to continue improving the performance of your creatives.

Remember, iteration is an ongoing cycle, and it's crucial to regularly assess and refine your strategies to stay relevant and maximize your results in the ever-evolving advertising landscape.

So, there you have it—the blueprint to iterating ads.

Rinse and repeat, because the more you test, the more data you gather, and the closer you get to unlocking the full potential of your advertising efforts.

Stay committed to this process, and success will follow.

Ad of The Week - Flo

I've noticed a surge in a particular type of ad lately, and it can be categorized into two styles: the "podcast style ad" or the "founder podcast style ad."

The reason for having two versions is that I've seen it work for a brand that had two influencers discussing their product (I believe it was teeth whitening).

Now, let's be real here. The hook itself isn't groundbreaking, but it manages to grab attention because it looks authentic on platforms like TikTok.

Personally, I come across a lot of podcast snippets on my feed, and this ad style blends right in.

So, roughly 12 seconds of the ad are dedicated to the podcast element.

The first words spoken are "The healthcare system has been lying to you." I'd suggest using only this line as the hook text because, for me, what's currently in the quotations doesn't captivate my attention (although it could be because I'm not the target audience).

The great thing about this approach is that you can test various hooks or starting elements while keeping the founder's story section.

This way, you can determine which hook resonates the most with users.

The remainder of the ad heavily relies on social proof, with the founder sharing her own experience and explaining how it relates to the creation of the solution—the product.

So, if you're a founder, consider hopping on some podcasts and creating something similar to this style.

It's a valuable option to include in your ad creative mix.

Weekend Watch 🍿- Can UGC Outperform Traditional Ads?

I always get asked, "Should I run more UGC or static ads?"

In this video, I compare and discuss the pros and cons of UGC ads vs static ads.

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