Facebook has some data-backed tips for better ad creatives
There’s an (annoying) problem: Everyone tells you to make better creatives, but no one shows you how.
Every journey starts with a single step, and Facebook has taken one in the right direction by announcing their “Creative Guidance Navigator”, a directory of data-backed best practices for making better ad creatives.
There’s a lot of good stuff in there. Here are a few of our favorite tips:
- Combine video and static content. Video-only or video + static campaigns outperformed static-only campaigns in driving conversion lift in 7 out of 10 studies.
- Instead of optimizing existing creative for stories, create a “stories-first creative”. In an analysis of A/B tests, stories-first creative outperformed the latter in terms of driving conversion and had a 12% lower average CPA.
In case you didn’t know: Better creatives = better ROI. “We found that gaming ads with above-average ad quality scores had a 58% lower average cost per install and a 32 percent lower average cost per purchase compared to ads with quality scores in the lowest 10%”, says Facebook.
Now go out there and juice up those ad creatives.
Running video ads? CTV > Desktop > Mobile
In our latest issue of “Did you know”, we bring you: Connected TV (CTV) has surpassed desktop and now delivers the biggest share of video ad impressions in the U.S. and Canada.
This is the conclusion of DoubleVerify’s recently released Global Insights Report.
A narrow lead: CTV accounted for 29 percent of all video impressions in North America. Desktop had a 28 percent share. Mobile web impressions and mobile apps accounted for 25% and 18% of total impressions, respectively.
Sure, but what about ad fraud? Connected TV was the clear winner here. Post-bid fraud and SIVT (sophisticated invalid traffic) rates were at 0.4% for CTV. The rates were at 2.1 percent for desktop. Which kinda makes sense. It’s easier to make bots running on PCs than on your Philips Smart TV.
What this all means for you: If you run video ads, Connected TV should be on your radar. It crushed traditional TV during the pandemic, and platforms like YouTube are actively working to help advertisers get better ROIs from these CTV.
Why Peel, Outer, Blend Jet, and other brands work with this paid social expert
If you run an e-commerce business and you want to turn Snapchat and TikTok into pipelines of new customers, you’ll want to hear this.
Brands like Outer, Blend Jet, Peel,, Leaf Shave and Sugar Bear Hair choose her for her robust creative testing strategy, and her unique skills in creating images and videos that convert. She and her team are experts at making UGC ad creatives that convert, and are especially great at making Snapchat and TikTok ads for eCommerce brands.
She’s managed over $10 million in Facebook, Google, TikTok, and Snapchat ad spend at a profitable return. Now she has her own consulting business and helps brands who spend between $50k-$2M per month on ads with their media buying strategies and creating new ad creatives for them on a weekly basis.
She has seen it all. You might also be familiar because some of her advice has been featured in our newsletter before.
We are talking about Savannah Sanchez. She has a proven track record of helping direct-to-consumer brands profitably acquire customers through media buying and ad creative production.
And here’s how she can help you:
- Campaign management: She’s an official Preferred Facebook Marketing Partner, Snapchat Ad Partner, and TikTok Agency Partner.
- Ad creatives: On Twitter, she’s famous for her UGC-style creatives. She knows what your prospects want to see in their feeds. And what makes them whip out their credit cards. Get in touch to see her portfolio. You’ll find some on her website as well.
- Ad copywriting: Her team of ad copywriters constantly create new copy to test different messaging strategies each week.
It doesn’t matter what industry you’re in.
It doesn’t matter if you launched a product years ago and didn’t make a single sale.
If you carefully listen to what’s happening on TikTok and understand how to make it work, you could realize you have a best-seller on your hands.
NBC News published an interesting story. And you should know about it.
Four years ago, Adam Silvera published “They Both Die at the End,” a fiction novel, which found success in its first weeks but didn’t go viral.
Years later, in August 2020, his publisher noticed a sales bump. They both had no idea where it was coming from.
Adam kept asking his readers what was going on until he discovered BookTok.
What is BookTok? This is a community of TikTok users who post videos reviewing and recommending books. It took the book industry by storm.
And Adam Silvera is not the only one benefiting from it! BookTok turned into bestseller books that had barely any success when they were first released.
Obviously, companies and authors are now surfing the wave:
- Barnes and Noble created a dedicated ‘TikTok BookTok Reads’ section both online and in-store from creator recommendations.
- Authors are launching their careers: When Alex Aster published her book, Barnes and Noble wasn’t even featuring it. But thanks to TikTok, hundreds of people now show up at the store to ask for her autograph. This is one of the videos that made her book go viral. It has 1.2M views, and the best thing? It’s easy to create! Just some punchy captions, the right images, and the For You feed algorithm takes care of the sales.
Still sleeping on TikTok? This post will wake you up. And there are two more points to mind:
- TikTok can work for every product: The general idea is that TikTok is populated by youngsters that watch short videos all day. False! The videos with the BookTok hashtag have been viewed a collective 12.6 billion times.
- Pay attention: Adam Silvera didn’t even know that his book was popular on TikTok. If a new trend is born, it is nice to watch the sales coming. But what if there are thousands of people bashing on your brand? And you don’t even know? No bueno!
ADVERTISING: It appears that big sites don’t care about the death of cookies. According to recent research, the majority of large websites in the United States, the United Kingdom, and Australia (still) rely heavily on third-party cookies.
TWITTER: Now, this is unexpected. We already know that Instagram is turning from a “see-stuff-from-friends” platform to “see-stuff-from-everybody” platform. Twitter appears to be thinking about doing the same thing, but with Fleets.
FACEBOOK: How did Facebook Marketplace reach 1 billion users in such a short period of time? Decluttering.
TIKTOK: If you’re going to make videos longer, at least include some play controls. That’s what TikTok seems to be doing, by adding a fast-forward and rewind option for longer videos.
TWITTER: It’s all about good vibes; at least, that’s how Twitter users have been feeling lately, according to a new batch of data about summer trends.
SEO: Google really wants you to search more. This time, the company is testing putting related queries on a sticky footer. Google’s motto may be “Don’t be evil”, and our message to Google after this is: “Don’t be annoying”.
What is the most valuable type of graph?
You can find the solution here.
Cool tech, (funny) business, lifestyle and all the other things marketers like to chat about while sipping cocktails by the pool.
The future of billboards is meow
Enter the future of billboards: 3D, realistic giant cats.
This is what appeared on one a billboard in Tokyo, located at one of the busiest railway stations.
And yes, the cat meowed as well. Pretty loudly.
To make things even more interesting, the designers made the cat do different things throughout the day. It awakes in the morning, and it’s standing and meowing by the afternoon. During the event, it just acts like any other cat, lying down and falling asleep with its head resting on its paws (awww).
Is this the future of billboard advertising? Time will tell. But, we hope so.