Your owned ad data is a strong teller of what's driving performance, but don't forget to ask the market what's working too.
Hey there,
As we discussed last week — your ad performance is primary data. This should be your first signal and the insights that set your creative flywheel in motion.
But it shouldn’t be your only signal.
You also need to find your frame of reference. What I mean by that is that you need to conduct external research (step 1 of the creative flywheel).
For example, your primary data might be telling you that video ads with UGC creators that leverage problem statements in the first three seconds of the video are consistently your best-performing ads.
This is great data and it could be enough to kickstart creative production. But there’s another step.
Ask the market what’s already working for them. That’s where tools like our free Creative Research product come into the equation. You can easily search any advertisers, follow brands that you admire, and save ads to your own personal swipe files so you can reference them later.
You can also use native library tools to do your research. Here are a few links:
Look up advertisers you admire to see what kind of scripts they’re developing with UGC creators. Look up competitor ads to see what problem statements they’re using and see if those align with the feedback from your primary data.
In other words:
Conclusions drawn from primary data = strong insights for next ad ideation
Conclusions drawn from primary data + market research = your best opportunity to produce your next winning ad
Armed with these insights, you should have everything you need to brief your creative team and move from step 2 to step 3 in the creative flywheel.
Are you feeling better equipped to enhance your creative strategy at your company? I hope so.
Next week, I’m going to share a little bit of my story and tell you where we’re going next with Motion.
We’re almost at the end, so I’m going to give you one last chance to jump into the express track and get the last two emails sooner! Just shoot me a reply and I’ll opt you in.
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