Using Creative Analysis to Improve Performance and Drive Conversions
The foundation of any successful marketing campaign is solid storytelling. Advertisers need to understand their audience and what they’re looking for to create creative content that engages customers and drives conversions – but most importantly, creates an emotional connection with the consumer so as much positive branding can happen organically! With that foundation in place, you can begin to develop creative content that will resonate with them.
Here are some ways that creatives can impact business outcomes:
- Generating new ideas: New ideas are one of the most critical responsibilities of creatives. There are many ways to do this, including developing new campaigns, coming up with fresh takes on existing products or services, and anything else that can help a company differentiate itself from its competitors.
- Executing campaigns: A successful campaign depends on the effective execution of the idea after it has been generated. Here, creativity comes into play again since executing a campaign requires skill and artistry.
- Measuring results: Businesses can also measure the results of their campaigns and track their progress over time with creatives. In this way, businesses are continually improving and adapting their strategies based on what works (and what does not work).
An essential part of the process is measuring results
Some of the best ways to measure campaign success are by looking at CPMs, CPC,s, and other metrics. That said, we have some insight into how our digital marketing campaigns perform when assessing their click-through rates (CTR). A high CTR means that people are clicking on ads more often than expected while also meaning lower costs per mile. So this will give you a better indication of whether or not your advertising budget was wasted over its lifetime.
The CTR is the percentage of people who click on an ad out of the total number of people who see the ad. When your CTR is high, people will be more likely to purchase or sign up for your service if they see your ads as relevant. The higher your CTR, the lower your cost per thousand impressions will be.
Marketing Campaign Analysis: A Creative Approach
A creative analysis examines advertising content to determine how it works and what it’s trying to accomplish. It includes everything from the copy and visuals to the layout and tone of the ad. You will be able to discern what methods the advertisement uses to appeal to its intended audience. Relevant creatives determine 75% of the impact of your advertising.
Identifying the target audience of an advertisement as part of the creative process is imperative. Customizing the advertisement to reflect consumer preferences and triggers in different geographies can dramatically improve the ability to predict the effectiveness of creative ads. You can better understand the purpose of some aspects of an advertisement by understanding who it is targeting and what it is intended to accomplish by understanding the age, gender, location, and interests of its target audience.
As part of creative analysis, it is also vital to examine the ad’s overall message. What is the message of the ad? What goals are being served? Understanding the message will help determine whether the ad will effectively achieve these goals. In addition to ad content, it is vital to consider the context in which it appears. In addition to where it is being seen and who will be watching it, these factors can affect the audience’s perception and response.
All of these factors can be considered when assessing the effectiveness of ads. Research has determined that 56% of the ROI is attributed to creativity. According to Google, creatives account for 70% of ad performance. Creative analysis is essential for anyone who wishes to create or evaluate advertising content. Advertisers analyze creatives to determine which elements drive customer engagement and conversions most effectively. The ability to optimize campaigns for a more significant impact can be achieved by identifying which aspects of a creative is most successful.
The latest creative trends in advertising
Several current trends revolve around creatives in marketing campaigns. Audiences have shorter attention spans today, and on average, people will only be able to pay attention to an advertisement for a few seconds at a time. Digital marketing is also becoming more expensive, with CPC (cost-per-click) and CPA (cost-per-action) increasing while CTR (click-through-rate) is decreasing. As a result, while competition becomes more widespread, companies must be creative with their advertisements to make a return on their investments and gain exposure.
As advertisements become increasingly displayed on social media, creatives must also incorporate posts or stories into their ads. The average attention span on Facebook for photo or video content on Facebook is 1.7 seconds. Ads are becoming shorter; therefore, companies must ensure they provide their audience with a personalized experience relevant to their brand.
On average, in 2021, Facebook users engaged with 0.13% of posts, Twitter users engaged with 0.05%, and Instagram users engaged with 0.83% of posts. To understand how users engage with content across social media, creative analysis is a useful tool. A brand can gain insights into what users respond to by analyzing the comments, likes, and shares it receives and tailoring its future content accordingly by analyzing these responses.
Performing creative analysis
Creatives can be analyzed in several ways, but standard methods include A/B testing, click-through rate analysis, and engagement metrics.
A/B testing involves showing two versions of a creative to different groups and then analyzing their performance. This is an effective method of identifying small changes that can significantly impact.
Using click-through rate (CTR) analysis, you can compare different creatives’ effectiveness and track changes over time by measuring how many people clicked on an ad after seeing it. In the Google ranking algorithm, click-through rate, or CTR, is one of the most critical factors. As a measurement of the relevance of a search result to a particular query, Google uses CTR. If people are clicking on your result more than on the results that appear above and below you, Google will assume that your result is more relevant to the search query and will rank it higher.
CTR can be improved in several ways with creative analysis:
- Test different headlines and body text combinations to determine which ones result in higher CTRs. You can also experiment with different types of body text to see what works.
- Use images and videos in your ads. Images and videos stand out more than plain text ads and can help increase click-through rates.
- Getting the best results will come from split testing your ads. Split testing allows you to test two versions of an advertisement against each other and then see which one performs better.
Customer engagement metrics, such as how long an ad is viewed or how many social media interactions it receives, can also provide valuable insight into which creatives are most effective. Advertisers can optimize their campaigns to maximize impact by understanding how people interact with various creative elements. The higher the engagement metrics, the more likely the content will be successful. To create more content that will take off, you can analyze engagement metrics such as likes, shares, comments, and views to determine which types of content are popular.
AI’s role in Creative Analysis
How does AI know which creative performs best when analyzing ad creative?
The analysis takes into account several factors, including:
- The combination of creative elements (colors, the presence or absence of a human, motion, speed, location of an object, etc.).
- Amount of links clicked, impressions, CPC, video views, etc., for the particular ad or campaign.
- The cost associated with achieving a goal – the return on investment
One might ask, how does AI enhance creativity?
The machine can generate wildcard options from available data, even if they’re only used as inspiration for the final design. Machines can churn through campaign variations much more quickly than humans. Before a human refines and finalizes creative concepts, it iterates on them.
The AI is exceptionally good at optimizing creative. Ad creative can be recognized, recorded, and correlated with success based on these features. Based on fonts, colors, and images, AI can identify combinations of features that resonate with different audiences and evoke emotions. These insights can be used to optimize creative campaigns.
With the help of AI, several companies around the world are improving conversion rates. One company has seen its conversion rates increase by 15% after hyper personalizing its ads with AI. It is essential to take away one thing from this: personalization is hard to achieve without AI.
While AI can perpetuate negative societal bias, it can also mitigate it in creativity. Once AI knows what to seek, it can spot ads that aren’t representative of the world. It should not be the goal of AI in the advertising industry to displace creatives but to use it to enhance creative processes by working with people and adding valuable information.
By combining artificial intelligence (AI) and machine learning (ML), creative intelligence platforms analyze creative content and identify patterns, which allows them to generate new ideas or optimize existing ones. A great example could be looking at a campaign created by Wieden+Kennedy using AI tools. They utilized Nike’s past marketing campaigns to generate ideas for their creative ads and produced the advertisements themselves.
The platforms can be used in many ways, such as creating or optimizing advertising campaigns, designing products, or developing new business strategies. The use of creative intelligence platforms can also assist individuals in becoming more creative by providing personalized feedback and recommendations.
Ethical Issues Behind Creative AI
Google’s new Imagen tool (text-to-image generator) may be impressive, but it won’t be able to replace human creativity in advertising, despite showing off AI’s potential. The first barrier is practical. Text-to-image models rely on uncurated, web-scraped data sets for their immense volume of data. The image encoding of social biases and stereotypes is already a concern for Imagen’s researchers, who believe that a system that relies on internet pictures is bound to run into ethical concerns.
Google’s role as a global leader in technology requires it to consider the ethical implications of its products and services. Imagen, Google’s artificial intelligence project, is a particularly relevant example. The technology can, however, lead to inaccurate and harmful stereotypes based on the content of images. Imagen automatically tags images with labels. As such, Google needs to take steps to ensure that Imagen does not create any unethical implications, such as labeling a photo of a black man as “violent” or “dangerous.”
Few Words from AdSkate
Our co-founder, Shreyas Venugopalan, provides his take by referring to creative analysis as the ability to turn a creative into several data points, from unstructured to structured data. By using creative analysis, you can pick the correct creative elements for the correct audience to maximize your chances of conversion and clicks. Modern machine learning techniques can pick out trends from creatives and hint at what works and what does not.
Current AI models are not necessarily good at ‘creating’ artwork that can resonate with humans.
However, AI is extremely good at analyzing creatives and discovering patterns that resonate well with a given audience. In this manner, it will be able to advise creative designers about elements that have historically done well for particular audiences or specific channels. This could be the difference between… when running an ad for a family SUV, should I include images of a father driving him and his kid through the woods for a camping trip vs. should I show an image of a family packing for a trip on the driveway in front of their home.
AI could even be used to generate ‘sample creatives’ with elements that have worked… and this can be a source of inspiration for the designer. Often this helps designers – a mock-up or an example of what is in the advertiser’s/marketers mind. In effect, AI can optimize your creatives for ‘sales’ and ‘conversions.’
Google’s role as a global leader in technology requires it to consider the ethical implications of its products and services. Imagen, Google’s artificial intelligence project, is a particularly relevant example. The technology can, however, lead to inaccurate and harmful stereotypes based on the content of images. Imagen automatically tags images with labels. As such, Google needs to take steps to ensure that Imagen does not create any unethical implications, such as labeling a photo of a man as “violent” or “dangerous.”
Using data to improve campaign performance with relevant ad creatives, AdSkate helps companies build creatives that engage customers and drive conversions. You will see instant improvements by implementing relevant creatives into your digital campaigns. You will be able to study cross-channel assets and maximize your creative campaign capabilities with our platform that provides relevant analytics for creativity.
Contact us today to get started!