Saturated creatives and you have run out of ideas?
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Here’s a method to NEVER run out of angles to promote.
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[PART 3/3 ]
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TEST AND ANALYZE CREATIVES
So you’ve researched your audience, crafted your avatars, set up your marketing strategy, run some tests, and possibly found the next batch of winning creatives.
That’s great…but how do you utilize this information to generate radically different ideas repeatedly, and not fall into a pattern of developing creatives that are essentially all the same?
There are 3 processes you need to have in place:
- Creative angle tracking and evolution over time
- Brainstorming support and Swipe files
- An environment and space to generate creative ideas
Here’s one lesson eCommerce entrepreneurs can learn from affiliate networks:
The best affiliate networks work with many marketers and they need their affiliates to succeed so they can attract more of them to their offers. So they have to collect, update and retain data about which avatars and angles worked across different platforms, funnel stages, placements, and so on.
So they have to develop affiliate briefs and processes to track the evolution of creative strategy for a particular product so they can retain learnings between affiliates.
Here’s an example of an MVP Creative Strategy Tracker based on affiliate briefs you can grab for your own store: https://salesgenomics.co.uk/uncategorized/resources/.
And here’s how to use it:
– Implement proper naming convention on the ad level incorporating all columns from the tracker following this format: UniqueName | Avatar | Angle | Hook | Copy | Product | Type | Format | Length | Dimension | Landing | Dynamic/ Static Ad
– As new creatives are developed by your team, add them to the sheet.
– Once a week check results on the ad account and update the results.
– Once a month:
– Go through the sheet and use pivot tables to analyze which angles/types/dimensions/lengths/copies performed best
Also, check which angles didn’t get tested enough
– Brainstorm additional angles you can come up with (based on competitor research, new insights from customer interactions, news, etc)
– Develop new creative and angle ideas based on what worked, plus add some new experimental ideas
– Prioritize ideas
Want to know how to further stimulate the creative juices? Spy on your competition!
Develop a file of the best companies in your space (or even other verticals) and check their new ads once a month in Facebook Ads Library.
You can copy our list of 55 companies to stalk on Ads Library: https://salesgenomics.co.uk/uncategorized/resources/
Finally, remember that for creativity to flow, your creative team needs to have time for both execution AND ideation, because the best out-of-the-box creative ideas come from a relaxed state of mind.
