Paid Social Principal | Creative Strategist | Empathetic Leader | £120MM+ Ad Spend on Paid Social | Certified ILM Manager | Certified OCM Coach
Here's how we're beating creative fatigue on Meta in 2024, without needing to pump out a ton of brand-new creative... This is a graph of profit margin on a lead gen campaign we're running in NZ. Not a pretty WoW trajectory over the Summer... but look how quickly margins recovered when we tweaked things a bit. Let me explain... 💥 We had a BIG, new creative win in July 📉 But NZ is a SMALL market, and creative fatigue hits hard ...rather than completely ditching the creative & moving onto something new (which if you ONLY do this, is a big time & resource drain), we tweaked it with 3 tiny iterations... 1️⃣ Ad Copy test (exact same video) 2️⃣ Change the visual on the hook (other than the visual tweak, exact same video) 3️⃣ Audio test (often overlooked, but we changed up the music, otherwise, exact same video) The result? 2 out of 3 delivered a significant profit margin increase, which we're now scaling out horizontally 📈 To summarise: Don't throw away a creative just because it's stopped performing for you. Simple, little iterations are all you may need to get a second (or third) life out of it. This will also save you MASSIVE amounts of time & resource in the long run, particularly if you're making lots of short form video creative. Special shoutout to Amelia O’Brien for these results, you're crushing it! 👏 Anyone else seeing results with this?
Looking good Jonny loving these updates. Out of interest as this is profit margin, were you seeing CTR drops as well and did this improve? What was the key metric that brought profitability back?
Great work Johnny Roberts 🚀
Co-Founder AdManage.ai - ex-ZOE Head of Performance
2moThese iterations are such a good way to extend the life of those top winning creatives. Did you ever see the performance beat or improve from the original ones from when they launched?