What is an Ad Creative Performance Analysis?
What is an Ad Creative Performance Analysis? Updated: June 2, 2021
Ad creative analysis is a relatively new concept in the field of advertising. It started peeking in media conversations sometime in 2018 and since then has achieved its well-deserved place at a table.
Why? Because it’s no longer enough to run an ad analysis based solely on targeting and click-through rates.
Technology can offer more than click tracking and audience suggestions to enhance ad performance. With Pudding AI you can also analyze your ad creatives and copy. In fact, ad creatives are probably the most impactful aspect of your ads so getting them right is crucial. Here’re some reasons as to why:
Don’t take our word for it though, go ahead and google the significance of creatives in an overall ad performance!
How is ad creative analysis done with Pudding.ai?
The first question that probably comes to mind when thinking about the ad creative analysis process is – how does the AI know what creative performs better?
There are several key factors that come into play during the analysis:
- Elements present in the creative (could be colors, the human presence or lack of it, movement or/and its speed, location of an object, CTA, etc)
- Goals of that particular ad or the campaign (link clicks, impressions, cost per click, video views, etc)
- The cost involved in achieving the goal – the ROI
This means the creative performance is analyzed against the above metrics to value its performance.
For example, you have two ads for an accessory where one includes a person’s face and another doesn’t. The artificial intelligence will recognize the different elements between the two ads (in this example, it’s a face) to show how that element affected the performance against the set metrics aka goals & cost.
That’s a very simple example, the AI knows to extract visual elements and concepts from the ad and will automatically recognize elements present. In addition, you can teach the Pudding AI your own elements by labeling them. That is especially useful for branded elements or other repetitive ones to gain insights into their performance.
So the AI collects data of all creative elements present in your active ads and correlates it with their real-time performance based on the chosen metrics.
What now? Well, this information helps with:
- Recognizing creative elements that increase or decrease ad performance – use it to finetune creatives on active campaigns.
- Development of creative strategies for future campaigns – learn creative trends and insights to help build your next campaign brief.
- Improvement the communication between the creative team and media team – have an efficient discussion between creative, strategy, and media team on campaign goals and creative impact.
Pudding AI features that help ad analysis and increase the performance of your creatives
Pudding.ai’s creative performance analysis is fully customized in real-time by a filter line. By choosing your KPIs and filters, you tell the AI what is your goal to base your creative analysis.
Pudding AI will present all element insights & suggestions based on a combination of filters you’ve selected for your ad analysis. All the filters can be changed at any time.
- Date range
- Metric (goal) – choose from dozens of possible measuring metrics such as cost per click, CTR, reach, purchases, add to cart, etc
- Sort by – allows you sort your metric based on the amount spent/metric, impressions/metric
- Additional filters – includes campaigns, placement, and others as well as group creations to compare them and more.
Pudding AI Board
The board is a second-level insights dashboard that helps create a funnel of goals (complex KPI) based on a combination of metrics. That might be a bit hard to swallow so here’s a quick breakdown:
- Analytics appear in columns based on chosen filters/metrics.
- The columns are sorted by your Sort by the filter.
- You get a performance view of several metrics side-by-side (which gives you a “wider” picture of that ad’s performance).
- You can add and adjust metrics based on your funnel.
Once you’ve chosen the metrics for analysis, Pudding.ai will give each creative an Overall Score based on aggregated performance results of all the metrics added to the board.
Creatives are a vital part of advertising. However, for far too long we’ve been using intuition and lots of A/B testing dollars to learn which creatives work for us and which don’t. With Pudding, we can use real data to see the performance of our ad creatives all in one place, learn what to adjust, and how to launch only winning ad creatives!
Ads Creative Report
Don’t need all the little details of your ads creative? Don’t have the time to go over the full Pudding.ai platform?
That’s fine. We understand.
In fact, we’ve recently learned that many SMB businesses are happy with receiving a report without full platform access. Therefore, we made it possible for everyone to connect their Facebook ad accounts and receive a complete ads creative report.
Our AI is sending you all the creative analysis data automatically to your email so all you need to do is set your preferred frequency and metric to measure. The rest you’ll get delivered to you within 72 hours.
Learn more about the ads creative report.
The best part is – a monthly report is completely free.
How to do an ad creative analysis without Pudding.ai?
The quick answer is – yes, with ab testing.
However, correct ab testing isn’t as simple as it seems. It requires a lot of planning and organisation. All your ad elements must be labeled and your ad sets need to be named accordingly.
Make sure your ad sets names are as methodological as possible. Include which creative, headline, ESP, USP, and CTAs you’re using and change only one variable at a time.
Give your organised ad sets a few days to run and then read your data, measuring performance based on a single metric. Select your winners and repeat the process for additional metrics.
Manual creative analysis is very possible but be ready to put in hours of work, preparation and analytics. Oh, also ad spend will most likely increase. But it’s possible!
Frankly, very few marketers actually go through the whole process and many decisions are based on the overall concept analysis, if any. By the way, testing ad concepts is definitely a recommendation of ours – you can get many insights on what story, image vibes and other concept elements work for your audience.