Hey there,

Way back in our first email, I placed a bet that creative analysis was likely your biggest bottleneck (step 7 of the creative flywheel). It took a minute, but we made our way back. 

Now, let me tell you why creative analysis is the biggest challenge in performance marketing and share some tips to help you break through that bottleneck and unlock your most valuable primary data.

What we know is this: The gateway to greater ad performance is amazing creative

Most media buyers are comfortable with data. But advertising has become an inherently visual craft.

Our friends on the Marketing Operators podcast explain that need as “adding analytical rigor to your creative strategy.”

Motion makes this possible.

By adding control metrics to your ad naming conventions, you turn creative elements into tangible insights you can leverage to make better decisions on your ads:

• Emotion becomes quantifiable
• Video production value becomes a data point
• Internal/external producers become comparable

And then you can cross-examine these variables against the metrics that really matter, like CPA and ROAS to determine what ads are working and why.

Now I want to show you the top 3 analyses every brand needs to be running:

1. Top Creatives

This is square one. Here’s how to do it, whether with Motion or manually:

1. Group all ads with the same creative together
2. Set a minimum spend threshold to ensure only scaled ads are included
3. Filter them ascending based on a key metric (ex. ROAS)

 Here’s an example Motion report from our demo account.

2. Hook Analysis

Want to find out which video hooks are stopping thumbs? Try this:

1. Group your ads by creative
2. Filter out all ads that don’t have “video” in the name
3. Sort ascending by “Thumbstop” to see which videos have the best hooks

 Here’s a Motion hook report.

3. Format Analysis

Want to see whether video, static, or carousel ads are performing best overall? 

1. Group all ads that have “video,” “image”/”static,” or “carousel” in the name
2. Aggregate their overall performance based on a target metric (ex. ROAS)
3. Compare them side by side to see what format leads the pack

And here’s one last Motion example.

And this is just the tip of the iceberg. You may already be running these. If so, then you might be ready for the complexities that come with multivariable analysis. If so, you should talk to my team to see how Motion’s Winning Combinations reports can automate even the most complex analyses.

In my next email, I’m going to talk about finding your frame of reference by getting really good at step 1 of the creative flywheel: research.

Talk soon,

Reza Khadjavi

Founder & CEO | Motion

reza.khadjavi@motionapp.com

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