Developing a huge volume of conversion-focused ad creative is one of the ultimate competitive advantages for e-commerce advertisers. Our Creative Team works symbiotically with our Media Buying Team to continuously test, learn and iterate creative concepts to develop high-performance ads.
Here’s the 3 steps we repeat day in… day out…
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In this example, the Picture to Canvas concept outperformed the other 3 new concepts that we tested. From here, we created the next round of iterations based on our initial learnings...
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Our creative strategy is fueled by data analytics. We use a detailed ad naming convention to track performance across many data dimensions enabling us to increase our Creative Success Rate as our learnings and insights are compounded.
Whilst we love nerding out over a spreadsheet, we also build several pages of custom dashboards for each client that we work with to enable our team to make better ad buying and creative testing decisions.
Here’s a sample of just a couple of the pages we use each day…
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Why do we love iOS14?
Because it made the game harder for competitors who might be one step behind, leaving room for a competitive advantage…
We audit your existing tracking and attribution solution, or if we’re starting from scratch we work closely with your development team to project manage the implementation of a new solution.
We then stitch together your paid social channels, Shopify/Woocommerce, Google and 1st party pixel data to model your ad level performance.
Whilst we use some automation, the intuition of our Media Buyers always comes first! However, scaling accounts by watching the numbers 24 hours a day is inefficient and only leads to human error and missed opportunities.
While we check performance on each of our accounts daily and intra-day, we supplement this by setting up scaling and pausing rules fed by hourly data.
Here’s an example of just some of the rules we might set up…
Scale-Up: Scale winning ad sets and campaigns if they are above our target ROAS over a set time period.
Stop Loss: Stop losing ads from spending further and minimising losses on lower performance days.
Hard Pause: permanently pause ads that have been under-performing below our target for the past 7 days.
And in action, here’s an example of one of the many rules we use for a scaling brand that spends between $50k-$80k per day…
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Whilst there’s no doubt we spend the most on Facebook, we are truly channel agnostic. We scale wherever the Cost per Acquisition makes sense!
Remember, it’s essential that we have a solid tracking and attribution solution in place to run multi-channel effectively. This is something we can help you setup prior to scaling beyond your primary media channel.
Don’t fight the machine!
We use account structures that leverage the machine learning capabilities of the advertising channel so you can be sure that every penny can flow to the most valuable impression. This means a simplified account structure, broad targeting, dynamic creatives and campaign budget optimisation.
Our Media Buying philosophy helps to minimise wasted spend, reduce Learning Phase time and reduce human error, leading to more stability and efficiency from your campaigns. By leaning into machine learning, our media buyers can work smarter by focusing on more leveraged activities.
Discover the secret to sustained business growth with Naked & Thriving, a DTC skincare brand that skyrocketed its market presence through innovative advertising and precision-targeted media buying. Over four years, we rigorously tested 12,959 creatives and optimized ad performance using advanced attribution techniques, resulting in unparalleled year-over-year growth. Explore the strategies that made Naked & Thriving a beacon of success in the beauty sector."
