Optimizing Creatives in a Post-iOS 14.5 World
Today we’re talking about creative optimization in a post-iOS 14.5 world. The webinar today is brought to you by Fixel and Pudding, we joined hands to really try and drive understanding of what we, as marketers, can do in this time of change.
We really try and distill the key insights seen from the different learnings. We tried to study and understand what’s happening across Facebook, across Apple, and all these different platforms.
So just a quick agenda on what we’re going to be touching on today.
We’ll start off with a quick recap, try and break down the different upcoming changes in Apple and Facebook. What’s been going on, how this will be impacting us, and what we need to know about that.
After this quick recap, Etgar will dive right into it and start talking about how we can help with the creative optimization in 2021 – the different ways and tactics, we can try and optimize our campaigns going forward.
Anastasia will talk from their experience and what they’re seeing regarding optimizing campaigns at scales and really diving into the algorithmic way to look at creatives and really optimize them.
We’ll finish up with a Q&A session with Etgar and Anastasia. So the floor is yours, feel free to ask any questions as these pop along.
Now, we open up with a disclaimer, we don’t really like doing so but that’s the reality.
Everything that we’ve learned, and we’ve come to understand is based on the documentation that’s existing on Facebook, some of it is coming from Apple. We’ve talked to numerous reps, we’ve talked to numerous Facebook advertisers, we’ve really done our groundwork, or legwork even to try and understand what’s going on.
We’ve done our own analysis and research and we’ve installed all the beta versions of apple and whatever else to really try and drive these insights.
At the same time, things are changing constantly, sometimes every hour, and we are aware of these limitations. So there could be a case that some of these things might change as we go along. Some of these might be even wrong by tomorrow, but as of now these are the things that we are understanding and we’re trying to pass on that knowledge. So please accept our humble apology if things do change down the line.
So what’s been happening?
Basically, this all started with Apple coming and really changing the way that advertising is done.
They’ve laid down some basic new privacy settings that will change how advertising is tracked across Apple devices. This would apply to all the iOS devices – the iPhones, the iPads, macOS, and whatever else. And this will greatly impact advertising.
As a result, the ad industry has retaliated against Apple, and they’re trying to drive their own kind of standard which will be enforced – one that is still compliant and is still respecting the user’s privacy. But still, this is something that would change in a very impactful way – the way that we’re used to actually track and measure our campaigns.
Now, the most vocal opposer of Apple has been Facebook, and this is why we’ll be talking primarily about Facebook because they’re setting their own standard. So this clash of giants has been primarily around these two.
It’s not to say that other platforms will be left untouched or unchanged over the upcoming month but the main difference or the main changes that we’re seeing are between these two platforms.
AEM vs PCM
If we will dive into it, we’ll see that Facebook have introduced their own AEM standard and this is in response to Apple’s PCM.
AEM is Aggravated Event Measurement versus PCM Private Click Measurement and they both have some very, very close similarities. The three top things that we’re seeing here.
The reporting will be limited to the campaign level only. This means that reporting that we’ve been used to getting that’s seen at the ad level we can see a specific creative and optimize which is actually converting better.
This won’t be available for us going forward. The reporting will be delayed by up to 72 hours. So any change that we’re doing in our ad sets today will only reflect three days later.
So that’s also a major change that’s going to be coming upon us. And finally, we’ll have significantly fewer conversion events that we’re able to track. If today we can virtually track unlimited events across different websites and domains, at the time now we’ll be limited to only a handful of such events. So these are the main three pillars that are coming in this change.
What are the changes we’re going to see and how is this going to impact us?
Event tracking restrictions
For event tracking, there are going to be some major restrictions on users. First and foremost, there are going to be restrictions on the way that people are actually opting in or out of the tracking.
First off, we have the limit of events – we’ll have no more than eight events in total. That means a single domain can have up to eight events. These events can be: purchased, add to cart, initiate checkout, adding to wish list, and all these other different things. If previously we would have added scroll events or would have added people who clicked on any element or all these different things, now will be significantly more limited on these.
Another thing to note is any subdomain or any folder would count up to the limit of that same domain.
So there is no really a simple way of getting around this. If you have multiple pixels, or multiple domains or subdomains, or whatnot, this is going to be difficult to manage.
The events can and should be prioritized because some events are more are worth more than others.
If you have a purchase event that’s more meaningful than an add-to-cart event because, at the end of the day, the single most highly prioritized event will be reported back. So you want to prioritize these correctly and have the right ones reporting back to your ad platform and that’s also a takeaway from these limits.
Now as we said previously, reporting will be delayed and this again will span 24 to 72 hours on a random interval. We really don’t have any control over this.
One main modelled event
If we’re looking at people that are opting out of the convergence or opting out of tracking, these will be opted in to a single modeled event.
For people that have opted out – selected not to be tracked by Facebook, we will be seeing a very, very limited set of data for these people. We’ll only be seeing your highest reported event. In that case, that could be a purchase event and really that’s all the data you have for these people.
That data will also not be available for other crossing, for example, all these demographical breakdowns or even remarketing audience for that.
Another major change that we need to be prepared for is attribution windows. In absence of proper tracking data, we’ll only be limited to one day click or one day view – seven-day click data. We won’t have any further look back windows, we won’t be able to create or attribute for other view through convergence. So that too is going away soon.
New limits on number of ads per Facebook page
Not necessarily tied to this change but something that’s also going to be impacting us and we’ll talk about this when we’re looking at creative optimization. Facebook has also applied these limitations to the actual amount of ads you can run within your account. Originally, this has spun before the Apple changes have happened but this will also impact the way we can optimize our creatives if we’re limited in the number of ads we can create.
It also causes some difficulties in the way that we’re able to optimize search and Etgar and Anastasia will touch on these as well.
Main changes coming to Facebook Ads
To summarize what’s been going on, we can see that people will now actively have to opt-in to be tracked, the number of events will be limited and the limitation is set per specific domain.
We will be able to retarget and create custom audience only users that opt-in, and we will potentially have a limit set also on our campaigns. We won’t be able to create limitless amount of campaigns.
This also comes from the limitation on ads but additionally, a supplementation that’s coming from the actual tracking, that’s going to be changed to some limited extent.
Let’s talk about Alex…
We’ve said a lot and we’ve given all these different changes that are coming upon us and let’s try and break this down. Let’s give some actual examples that I hope will make things slightly clearer.
For example, Alex sees an ad on her Facebook app and she clicks through from that ad. What would happen in this case? We’d see two examples.
We’ll have the current situation and the post PCM, or AEM situation.
So she clicks the ad at 10:00 A.M she visits the website, she doesn’t complete that purchase. Facebook is currently able to identify which user came in, which campaign has she clicked on, which ad has she clicked on?
Facebook will pretty much have all this data available. If she comes back later that day to complete that purchase, but you came in through a Google search you came in from a different source altogether, Facebook is able to attribute that conversion back to the actual ad that you’ve seen and clicked. So all tracking, all events, everything is attributed and everything is in place correctly.
If we’re looking at a post PCM scenario: she comes in, she clicks on that ad, and she comes and visits the website without completing the purchase. The data for the campaign is stored, and we’re able to really identify that campaign. Facebook would have the ad ID data, but they won’t necessarily share that back because again, all the privacy limitations.
And if she comes back from a different source within that same day, in many cases, Facebook won’t be able to trace back that specific user.
So if Alex has opted out, data won’t exist. We won’t be able to track that cross session interaction. We’ll be really in the dark here and we’ll be unable to attribute back these specific actions.
So with an opt-in, we’ll have campaign-level reporting only within a span of seven days. With an opt-out and no purchase happened, no attribution for Facebook, and we’re completely in the dark.
So this is really why we’re so worried and concerned about these changes.
And indeed things are really around the corner in terms of happening. This is why we really think we should be acting and educating on these, so people can be better prepared for this coming forward. So, I hope this makes things clearer but in any case, it sets the stage for Etgar now to talk. He’ll be talking about creative optimization.
Etgar is the co-Founder and CEO of Fixel. He’s a campaign manager for about 15 or 16 years now running campaigns in millions of dollars, working with brands globally.
He’s also written a bestselling book on this. So he’s quite well versed in it and I’m sure you’ll find plenty in value in what he’s about to present. So Etgar, take the mic.
ETGAR: Thank you so much Elad, thank you for this very warm intro and for this amazing opening.
When we think about marketers today, we have a lot of data, we have some of the people that make a purchase and you can identify them. In most of the cases, they represent a very, very small portion, normally 1% to 2% of the people who’re visiting our site.
We have a bit more very high-quality users that added to the cart or initiate checkout. And those users, in many cases represent 5% to 7% of the visitors.
But we have 95% of the people visiting our site, discovering. How can we distinguish between that 95%, which one of them is relevant for our marketing goals, as a conversion or as an audience?
What we’re doing in Fixel is taking over 40 engagement signals like, where the user coming from, which is his device, what action he did on the site, how many products he view, which products, scroll and traffic sources, and way more.
Then, instead of manually building rules to say, “this one is relevant”, “this one isn’t relevant”, we’re using AI in order to automatically predict which one of your visitors has a probability to make a purchase, and which one doesn’t.
All this data goes directly to the ad platform that you’re working with, like Facebook, Google, and others. The outcome is that we can identify a scalable audience within your visitors that have these high value users, that have the probability to make a purchase that you can focus on.
This is Fixel in 25 seconds. If you want more information, you have our email at the end of the presentation and you can feel free to reach out.
Now let’s talk a bit about creative.
What you’re seeing here is a very simple shirt but this shirt represents a lot because I got an ad for something similar.
I fall into the group of 35 to 45. I was born in October and I’m a fan of Frederick. So when a marketer wants to target, in this case, the POD the Print On Demand segment, it’s really easy to build the segment. Give me the people that are in this age group, like shopping online, born in October, and like Frederick. So you have a lot of correlations.
Then you can target me – an ad that is really, really relevant.
The reality is that what we did until today, until the upcoming changes, is when we plan our creative, we can take as many messages as we thought, match them into as many audiences and set each one of them in the right placement.
We can build this unique creative for Instagram and this unique creative for the feed. We’re talking specifically hear about Facebook and we will probably see other limits in other ad platforms in the future.
This attitude works very well. And if it works – fantastic, if it doesn’t – let’s drop it and find our winners.
But a larger stock presented all the limits that we’re seeing within the AEM and more severe with the upcoming PCM. The apple protocol is going to block way more than Facebook is blocking today.
So what do we as marketers need to do when we plan our creative for tomorrow?
Creative Optimization 2021
What are the set of actions?
So I will start with the number one recommendation. This is the number one recommendation that I personally think is the number one recommendation by Facebook.
Build a brand
Build a brand. Everyone take two seconds. Look at this picture (above). What do you see here?
90% of the audience will see this Guinness, they will see a beer even though you don’t have a beer here. You see a brand so strong! When you think about what do you need to do is you need to make people see your beer like Guinness did here. This is what you want to achieve in your end-game. And take this recommendation, this should be your number one focus.
Work in a very straightforward strategy process. Understand who is your audience, what is your messaging, how do you control your frequency and how do you control what your audience sees when he tackles your brand because this going to be very important.
Now, this will be the high level. What are the tactics that you can start doing tomorrow morning within running ads for iOS users focus mainly on Facebook?
Focus on the last click engagement
First of all, Elad talked that we’re going to have a lot of problems. Like in the case of Alex, that we’re going to have a problem with the tracking between this ad click within the Facebook app browser to when they make the purchase on the Safari. So this connection, your goal as a marketer is to think going back a lot of years, what will generate me high quality traffic?
Because we’re seeing constantly that high-quality traffic equals a high conversion rate, and we will talk in two minutes about how we can actually check it and then optimize according to real conversions.
So think about when a user clicks on your ad, what will happen to him? How you can optimize for the last click?
I would recommend focusing on engagement signals, you can use Fixel but you don’t have to. You can do it by page views, you can do it by time on site, by scroll, you can find manually, what are the engagement signals within your site that actually represent high-quality visitors and build this event as your conversion event.
This is, by the way, relevant mainly when you’re doing for the top of the funnel.
For a new audience that doesn’t know you that well, you have to keep in mind the cycle of two or three visits to your site until they make the purchase.
As an example, like I showed in Fixel, you can do it according to the device, to the time of site – to many variables. You can even use sites like Unbounce if you have a content site, look and understand where are your high-quality visitors.
Number two: use Google Analytics to find opportunities.
Facebook just announced they are going to kill Facebook analytics, which was a great platform, in June. For using Google Analytics (I assume that most of the people here are using Google Analytics), what I personally like to do is to take a lot, to take four or five metrics that are relevant to my business goals, then to understand in each one of them – where can I find enough conversions?
Where do I have a difference in the conversion rate versus the average?
Here’s an example of data that you can pull within your GA:
You can take gender, state, device, interest, and when you have enough data to see this is the conversion rate and this is the difference from the site average.
In this example, the site average conversion rate is 1.5.
So if I find this audience in this example, females from New York coming from iPhone that like cars, that are between 25 to 34 years old. I can take this data and I can segment it within Facebook or Twitter or within other platforms. And in many cases, it works really, really, really nice.
Because we understand where is the audience that is really relevant for our marketing goals and highly recommended. If you don’t have enough conversions, I would recommend reaching through like 100 conversion events for each combination.
Go and use engagement signals. You can use add to cart if you don’t have enough, go for softer engagement signals. You can use Fixel but you really don’t have to use your own engagement signals that you have determine and try to understand where you can find those combinations that are relevant for your marketing goals.
Use Facebook Offline Conversions
So I talk about optimizing your media to engagement, but how can we understand if this optimization actually make money?
The solution for this that I really like is using offline conversions. The main idea about the offline conversion, you’re taking the data from the identified data (mainly email and phone number from your CRM or eCommerce platform) and then you connecting this into Facebook. It doesn’t really have to be in an in-store experience, you can do it for your online.
It can go into your online store and then you can get data on which one of your ads your campaign, your message, actually derive conversions. So you optimize the media, according to engagement but you check it according to real-life conversions.
A few important things to note are, when you talk about the Facebook offline conversion.
First of all, after you import them, go and manually check within your campaign which one of them derives the conversions.
I like the conversion API, which is different and we won’t go into the technicality of this. Actually, I would recommend doing both for the advanced users.
The offline conversions are not according to some Facebook reps, the offline conversions not going to be impacted at all by the iOS changes. And it’s really, really important. The reason is that you have the data within Facebook and then the data came from your CRM data that do not depend on iOS to Facebook.
So you’re actually bypassing the whole blocking of Apple, which sounds fantastic!
The disadvantage in this approach that you can’t use offline conversion as a conversion event you can’t optimize your media towards offline conversion. You can manually check it and then like in the campaign management a few years ago to actually remove, increase your bids, make the changes for the winning creative and audiences.
Group audiences according to key message
We talked about the limits that Facebook has for each Facebook page. Remember the shirt with the legends born in October by Frederick? So what I would recommend you, is to look for very, very narrow audiences in your top of the funnel, and to have fewer messages, which is a bit bum but this is the situation right now that Facebook is enforcing us.
I’m talking here about advertisers with less than 100k per month and try to reach scalable audiences within your Facebook, within your winning messages.
If you have an ad that doesn’t work, kill it fast.
Once you have, you spend an amount that equals 50 conversions and it doesn’t work, kill this campaign. Don’t wait longer.
When you talk about your audiences, it can be website audiences or CRM audiences. I like to group them into two groups:
One group the low engaging – the people that know us a bit, they might engage with our content debate, they might visit our site, but they didn’t get into the high engagement.
And we got the people that show high engagement with our content. What I would recommend to the users that got the high engagement is to go for the hard sell messaging.
The users that got a low engagement, give them more content. Take them into your site, make them engage with your content, and then they will be more ready to go and to make the purchase.
Put more weight into non-media channels
I think a channel that people are not talking about enough is email and SMS marketing. It works, it’s really like your newsletter – subscribers need to sell more than they sell now, probably.
You need to focus your efforts there, not only on Facebook.
Don’t rely only on Facebook
We talk a lot about Facebook but my personal recommendation is you can’t rely only on Facebook.
When you talk about your media planning, even if Facebook worked fantastically you can’t put all the eggs in one basket. You can’t say I’m running my ads only on Facebook because if you will probably within Facebook you have no ads and your business have no revenue. So you have to diverse them, you have to look always for scalable media, not like media that giving you 10 sales doesn’t really interesting.
When you measure the results, don’t count only on Facebook. It’s really easy that you have one dashboard, you go to ads manager, and you make your decision about, according to what happened there.
But the situation today, and this is I think, was relevant in 2020 and it was relevant way before now it became much more relevant. Measure your results, according to your CRM, according to your eCommerce platform. It can be Shopify, Magento, WordPress, and use Google Analytics, Adobe analytics, any analytic solution that you have. Use them in order to optimize your media.
Ad Creatives in a Post-iOS 14.5 World
ANASTASIA: In the next 5 to 15 minutes, I’m going to talk about ad creatives in the post-iOS world, and basically, there are two things that we heard before that are going to happen.
The first one was just like Etgar said, to build a brand. Now, this is a really unique topic that is going to talk about for each specific company on its own, which I’m not going to touch a lot. The main thing that I’m going to touch on in terms of tips and insights is about kind of thing you can do to improve your creativity by staying within your brand language.
Before that a little bit about Pudding. So I’m Anastasia I’m the co-Founder and CEO at Pudding.ai.
What is Pudding.ai? Pudding.ai is a real-time creative analysis platform. Basically, we help marketers to easily understand and communicate their ad creative performance and get actionable insight in real-time, based on their KPI.
Creative testing approach of the past
When we’re looking at creatives and how we’ve looked at them in the past, we basically can see several things. We had an unlimited budget and unlimited options to try and test creatives. So we could A/B test everything!
Tons of messages concept, we could run different dynamic creative optimization, we can test audiences, deliver that and in the end to allocate more budget on the winner choice and then to test again.
But then we came with several limitations and as we saw earlier, they’re basically mainly two things that affect.
The first one is the limited creative that we can run for an account when the second one is the limited event that we can track.
Creative optimization approach after limitations
What does that mean? Two things.
The first one – we need to choose creative wisely.
Second – we need to choose what events we want to track.
In other words, we need to have a strategy. And that’s basically what I’m going to talk about with you today.
I’m going to talk about choosing wisely.
Choosing wisely creative types, strategy for images for videos, and I’ll touch up creative fatigue and concepts a little bit.
So let’s dive in.
Before that, a short disclaimer: all the insight and the tips that I’m going to talk with you about are basically going to look at two types of KPI:
- The beginning of the funnel, which is going to be CTR
- And along their KPI, which is actually our final goal when I’m going to look for cost per purchase.
The data that we’re looking at is for the last quarter of 2021.
Creative optimization strategy: Creative types
When we’re looking at the different creative types, the first thing that we can see is that, as we know – video is the King.
For both the beginning and the end of the funnel, we can see that using video is actually something that’s driving a lot of conversions.
But a small thing that we should consider (that we also see lately mostly for eCommerce), that Facebook created a new type of carousel, which called product carousel. It’s actually looking promising and we really suggest you try this kind of creative type out.
So when we’re looking at creative, we’ll start with images. The types of images the image insights.
Beginning of funnel: Creative Optimization Strategy for Images
So when I’m looking at the beginning of the funnel, when I’m trying to build my strategy and images, there are several things that we would say would be best practices that you should really consider in using.
The first one is I know the image is visual, but you should remember that you have an option to put some text on it. So always try to share a short value proposition because it really increases performance.
Another thing is that when we’re looking at an ad, it needs to be clear.
So it’s really good to use a single object one to two objects, or close up objects and not to do too many and multiply objects.
The other one is when we’re talking about eCommerce, we actually saw that having free shipping is a really positive one. And when we’re at the beginning of the funnel, maybe we shouldn’t talk a lot about crossing out prices and other kinds of discounts.
And other areas for exploration, which we really believe you should consider (but it changes from brand to brand) is to think about closing up close up of different objects of your product, single or multi groups.
How do you want to show your product? Only one or maybe a pair but definitely not too many.
Should the tags be on a separate layer or part of the image and of course using different offers. What does that mean? It means that if we’re looking at this to ad, that having my value proposition in is something that I should definitely use and have it in a written way.
Although when I’m talking about pricing discounts, it’s something that at the beginning of the funnel is not really converting for us. Moreover having free shipping and a clothes of brand, compared to having a lot of multi colors and different types of shoes, and having like a discount specifically added.
End of funnel: Strategy for images
When we’re looking at the end of the funnel, we can see that something actually changes.
Having the crossed out pricing is actually really performing.
Meaning that when we are looking at the end of the funnel, it’s probably people who already seen our brand in the first place, already know about you. And then when they see this again and again.
So when we’re targeting the end of the funnel audiences, we can see that we can add pricing.
Still keep a small number of objects but also we can add different discounts. So for example, here, I could keep the same kind of image but at the price model, because the person is already familiar with my brand and what I’m trying to present.
And in the same second example, I can add 30% off within my shipping brand.
Overall score: Strategy for images
Overall, when I’m looking at image strategy, there are basically two things that we should keep at all as an overall score.
The first one when we’re talking about colors and we’re talking about style elements, it’s really good to keep consistency. Whether we’re at the beginning of the funnel, if we’re going in the middle or in the end when the person is going to our website and purging it out.
So for example, if you are looking at our webinar, you can see that when you clicked on the webinar to RSVP, it has one kind of design, and then when you go to the RSVP page, it kept the design.
So it’s really important to keep the flow.
When we are creating an ad within our brand, pay attention that we have a flow of vision like what the person is looking for, and is there a clear message or a clear way for him to looking. So having like one object, clear value proposition and keep our text starting from one corner going to another.
What do we mean by that?
If we’re looking at those two ads, the one in the left and the one in the right, which one do you think will be easier and will perform better?
One of the things that we can definitely say will probably be the one on the left. And why is that?
Because it has a clear vision, starting from the top left corner and going all the way to the right one compared to the other one, which is really messy, and the value proposition is all over and making us really confused about what to look and when to look at that.
Creative Strategy for Video
Moving on, let’s talk about video insights.
So when we’re talking about videos at the beginning of the funnel, something that we should see, which we see trending lately, is actually starting with quieter audio and then going higher with that one.
Another thing that we also see consistently continuing is keeping the social proof. So we should have it sliding in, we should talk about how many users we have, how many happy users we have.
And just like we saw in the images, don’t overdoing this with objects, keep it one to two objects, having some kind of even a close up of part of them and having an active CTA like get out, do this – offer your audience to do something about it.
Different style words to explain, to exploring!
Try to play with different audio styles with music, with different instruments, speech. Pay attention to how fast is your ad going, whether it’s static, whether it’s high motion, low motion, and pay attention that some of that may really work for one audience or not work for another.
When we’re moving to the end of the funnel, in this case, we see that the branding itself really matters. But there are two things that we still will see keep on being and has a really high performance.
The first one is keeping the social proof.
And the second one is keeping the small number of objects, which is really clear what exactly we’re trying to tell.
And again, remember to keep on trying to try out different audio styles studying slow motion, high motions frame. And in that at the end of the funnel, we again suggest you to try different discounts.
Whether it’s “buy one, get one”, a different percentage discount, something that will tell the person that yes, I should buy right now or I should convert right now following this ad.
Overall when we’re talking about videos, we saw two main things: social proof, and focusing on a small number of objects per frame.
Everything else is really something you should consider to explore it. But remember, you need to know that you can analyze that and see its performance in the end.
I’d be really happy to share with you some more examples regarding video ads, how to use them in a good way. But recently, we had one of our blog posts about the Superbowl ads, when we can really show how the Superbowl ads use this kind of elements within videos. And I really suggest you check this out.
The last topic I’d be really happy to bring on is to give you a little understanding of creative fatigue.
What is creative fatigue?
Now what is it and why does that matter?
One thing that we need to know that even if we have a killing ad, it doesn’t mean that it’s going to over-perform forever.
Over time, it can get fatigued and that means that people get tired of seeing this ad over and over again and maybe it’s time to change.
How do we identify fatigue, like how do we know that this ad is getting fatigued or not? Normally the way to look at it as ad fatigue is by seeing that this specific ad or specific creative shows a kind of a consistent drop in performance over time without having a consistent drop in budget.
Meaning that something that could have been amazing, we spend less money and got amazing results suddenly starts dropping. Meaning we need to spend more money to get the same results or even if we spend more and more money, the results are really dropping.
And what can we do when it happens?
The first one just like Etgar said in the beginning, we need to know to stop ads that are not working or showing fatigue. Se we need to stop it from spending money so it wouldn’t go and make us lose more and more money.
And the second thing, we’d need to try to refresh it.
There two options. The first one, we can update a totally new creative, and the second one we can basically try to modify this creative with small changes.
So as you can see, here is an example of fatigue analysis that Pudding can do and the result that it would give.
So it can tell you what is fatigue and provide some kind of insight into what you should be doing and how you can change. What kind of small changes you can make that should increase your modified ad and make it be awesome again.
When we are talking about different elements within ads and within creative, these are some of the things we need to consider.
So here’re the things that we need to remember:
- The first one is to start with a KPI. We need to know what we measure and what we’re tracking when we’re looking at our creatives and at our conversion goal.
- We need to choose something that we start at the beginning of the funnel and everything that we’ll put all the way to the end.
- The second one is the make sure to track both of them from the beginning.
- The third is set a tone on your creative like build your brand and keep consistent with it.
- The last one is that we’ll definitely suggest to you to try the best practices and measure your creatives but in the end, remember that you should be able to test everything and to measure that.
So testing is up to you. If you’re looking for a way to measure your creatives and get this insight every time, have them on your hands – this is what Pudding is doing. I really suggest you join us and try it out!
Elad: Thanks that was very insightful, love these examples and we’ll be hoping now into the Q&A section and just before we go forward with that, let me quickly share my screen. So just before that final shameless plug we have a special offer for everybody who’s here on the webinar.
If you sign up for a Fixel plan until the end of the month we have a 25% off on all plans. Just use this coupon CREATIVE25 on checkout and you will see the 25% discount for 12 months.
We also have a special offer by the friends at Pudding.ai. It’s pretty awesome, you can get a free audit of your creatives.
It’s something that usually costs quite a bit because it’s very resourceful to run these kind of analysis. So you can log in, use this link here pudding.ai/creative-audit.
Plugin your Facebook account and you’ll receiver a detailed report of what your creative looks like and performs like. So try it out it’s pretty awesome I can recommend it myself. Now we’re moving forward into the Q&A with Etgar and Anastasia.
So first of Anastasia, this one is to you.
Do you see differences in what you’ve mentioned between different types of businesses? Would this apply differently to other B2C segments or B2B even?
ANASTASIA: Well yes. One really important thing regarding creatives is that we see differences from business to business, from brand to brand, company to company and even sometimes from different target audiences.
Also, we can see that there are some changes regarding trends, at the time going. Things that work really well on a specific time frame, and then there are changing. So one other thing that’s really important in the world of creatives is coming up with great ideas, but don’t stick to best practices for too long because those may change.
And you should always measure and always try to innovate in the creative world.
Elad: For sure. Constant learning and moving you can’t stay static definitely. Okay, okay cool. I see we also have another question here. Let me put it up.
What about predictive analysis? Is there any way to predict performance of certain creatives?
ANASTASIA: So there is a way to predict performance of certain elements of certain ideas because one of the thing that we know is that as we go, we can see that there are still kind of combination, some kind of elements, some kind of things that are working or not.
And we can definitely see that there are trends regarding that. Those trends, if we catch them, can really predict whether something new we upload has a higher or lower chance to succeed. So yes.
Elad: Cool and another question we have here. I believe Etgar this one’s for you.
How will our iOS-14 impact remarketing? What’s your take on that?
ETGAR: Wow, it will impact … if I want to be 100% sincere, we still don’t know 100% because Facebook didn’t release all these information.
What we do know that would identify for the user that didn’t give their consent using the iOS, the audience size will shrink. We still don’t know if it’s going to be 10%, 20% 70%, it won’t be super dramatic because we believe that we’ll see a lot of visits going within their Facebook.
In a browser, it does have fewer limits and it has almost no limits on the audiences. And there are still some questions regarding what’s happening in use cases and some are logged in from the browser.
But in most of the cases, it will impact but not a lot, because the audience is won’t be impacted by the limits. Facebook is saying it very, very clearly and they just say like one month ago.
We waited for three months to understand that the audience is going to be impacted by the AEM protocols so the answer is no.
It won’t be impacted. They will be impacted by the Apple blocking. And we’ll still have some questions about what’s going to happen once Apple has launched their PCM protocol but in the short run, we will see the audience size shrink but not something that dramatic, and for the audience in the tracking is the real expert.
So if he’s nodding his head I’m fine on this. I would recommend using the the server to server conversion that allow marketers to increase their metric and to get less severe damage from those changes.
Elad: For sure, for sure one thing that’s worth, maybe pointing out that these changes around the corner.
iOS-14.5 has been released to public. So this is the final step for releasing it to general availability to anyone. So we’re actually expecting all this to span out over the next few weeks.
So really change is imminent and we’re really expecting this to come upon us over the next couple of weeks. I see another question. This is really something that, as personally also baffled me, Anastasia.
What do you see in terms of data on long-form ads? Ads that really have this kind of longer text that we’re seeing. It’s usually common I’d say with some kind of affiliate and all these different practices but I’ve been curious to see what’s your data on it?
ANASTASIA: So a while ago it really seemed like the shorter the better but one of the things that we started seeing lately is that it varied.
We see that for some of our clients, for some brands sometimes having some kind of emojis and suggestions and the link in the end some kind “hey purchase this here” or “click on that” is actually working really well for them.
Sometimes, we see that actually having a really short meme matters. Sometimes we see that it really doesn’t matter how short or how long the copy is attached to that, maybe because in some brands people are just really looking at the ad itself and not at the suggestion copied with that.
So it’s something that I really suggest each brand to try out and to see what’s working more for them and to be able to analyze how different elements using emojis, whether having links or not working for them.
This is like one of the things that Pudding does for our clients but whether you use us or you do it yourself, we really suggest you testing this out.
Elad: Cool, cool so it’s interesting to see that it’s indecisive in a sense because really there has been a huge kind of blast of advertisers using this kind of long form copies and at some point it kind of phased out but it’s interesting. And we have time for one last question that we have here from Noah.
Will this change hurt mainly big companies or smaller ones?
ETGAR: So I think that in the short run, when we talk about the first months, I think it will impact everyone in the very short run because everyone will have a mess.
The companies that are not ready. And in Fixel we’re working like from small brands and agencies of the people up to brands that sell billions of dollars. We’re seeing that some of the brands understand that right now all they want is not to see a huge drop. They see “Even we’ll see a small drop I’m fine. I’m afraid I’ll see a huge drop in the performance.”
This is the very small brands, the brands and the agencies that are not ready going to see way less conversions.
They are going to start blaming Facebook, Google, Apple, everyone and this is your role to understand to make those changes. Could be some of those tips recommended here. Some you can find in our previous webinars and there you will get a link to post on the site and you can see way more recommendations over there.
How to prepare your audiences? I think in the long run what’s going to happen is that Facebook and Google both are going to push way more into their platform and it’s going to be a big win for the small companies in the short run.
Because it will be fantastic, people will see amazing numbers but when you rely on someone else, on Facebook or on Google or on Amazon or when you’re eventually in the part of a market place you don’t build brands.
Marketers, market places can build their own brands they don’t build the seller brand. So I think they’re going to be a problem for marketers that won’t be ready and be coming from a small to medium brands going to be harder today.
And I assume that the big brands will find a solution because they have way more resources and they have their loyal data and I assume their damage going to be small when we talk in one year, two years.
I think their damage going to be smaller than the small brands that won’t focus their efforts on building their brands.
Elad: Cool, cool thank you for that thorough answer.
So this wraps it up for today, so thank you everybody for joining on and thank you for Etgar and Anastasia for taking time and walking us through all these changes and how we can better prepare for them. The full recording will be shared with everybody that’s been on the webinar.
Also, we’ll be sharing out the deck. So really thank you for joining on and have a great day.
ETGAR: Thank you so much.
ANASTASIA: Thank you so much for joining us.
ETGAR: Bye, bye have a great day.
ANASTASIA: Bye, bye.
Elad: Bye, bye.