A Meta study conducted between 2021-2023 revealed that 70% of a campaign's ROI is attributed to the creative aspect. Despite this, the majority of companies have yet to establish a systematic feedback loop between marketing specialists and content creators regarding ad performance.
Without consistent feedback, the creative team faces challenges in improving ads over time. To address this issue, having a centralized platform for easy access to quality creative insights is imperative in 2024.
To tackle this problem, we have developed our own creative tools, which we'll outline in this blog post.
Additionally, at the end of the post, you can request access to a section of our tool—the recommendation engine for reactivating ads on social media—at no cost, of course.
The cornerstone of effective content analysis is quality data. Therefore, a strict naming convention based on your content framework is crucial. In this initial tool, we ensure just that.
While it may appear simple, this step sets the foundation for the subsequent tools, guaranteeing a robust data foundation from the outset.
Before populating the sheet, take the time to carefully consider the naming convention. It should work seamlessly across your ads and platforms, providing all the necessary insights about your content.
Once the ad name is filled out, the tool automatically ensures a continuous flow of performance data on the ad level, which is then mapped to individual ads. Consequently, you always have a consolidated overview of the CPM, CTR, primary conversion, and cost per primary conversion for each ad.
Now, let's delve into the analysis of your ads to extract valuable insights and ensure the continuous development of your content. This is where the real magic happens! 🪄
With a robust naming convention, this tool becomes exceptionally powerful.
Within this dashboard, you can analyze your content across platforms or focus on a single platform. Additionally, you can set your desired analysis period and apply any filters you see fit. These filters are based on the inputs from your naming convention, underscoring the importance of getting it right from the beginning.
The possibilities for analyzing different aspects of creative performance are only limited by your imagination.
Are you uncertain about whether you are producing too much, too little, or just the right amount of content? This is a question most marketing leads find themselves asking from time to time, recognizing both excessive and inadequate content production can have substantial direct and indirect impacts on net profits.
The image below provides an example of this overview. It is presented in a simple format for this client, but it is customizable to allow filtering of content utilization based on factors such as different countries.
If you find that many of your ads have a shorter lifespan in your marketing account before being turned off, this tool could become your new best friend.
We've all been there. You deactivate a successful asset due to emerging ad fatigue, promising yourself that you'll reactivate it in 1-2 months as it just needs some time to "breathe."
The challenge arises when you forget to reactivate your old winners. Unfortunately, this results in:
The same narrative applies to ads that are activated but turned off too early. Often, hidden gems can be found among those ads that haven't been thoroughly tested.
Unlock your access to a version of the tool at no cost.
If you're eager to get your hands on a version of this tool, pay close attention!
All our tools are intricately built on top of automatic data pulls from various marketing platforms through Funnel.io. As a result, the tool I'm offering you is designed for swift connection to your own data through any of these tools.
Don't use e.g. Funnel.io or Supermetrics? No worries! The tool is preconfigured to enable easy manual data import from sources like Meta reporting. You can effortlessly switch the data source for recommendations to manual data with just one click.
Finally, let's shift our focus to the tab in the tool that you hope to never use—the Error Tab.
Let's face it, no matter how organized we are, mistakes will happen. This tool is your ally in swiftly and easily detecting errors.
By providing a list of all the ads that are live in your account but not in the content bank, you can correct mistakes promptly, ensuring the high quality of your data for analysis remains intact.
These above 5 tools help you improve the operation of your content creation and activation significantly.
However, the main pain point, which it's created to resolve, remains the missing feedback loop to the content creators on the performance of their ads.
The tool offers many short-term wins, but we must never underestimate the long-term gains in the perfect content feedback loop.