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Welcome to module 3 where we’re actually going to start looking at how to put this into practice and how we use this data from the AIDA metric to analyze a different or iterate on different parts to build and improve our add creative over time. Let’s get started. We’re going to be looking at a specific case study with one of our clients a company called Miracle Sheets.
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Miracle hired us to help them improve their current ad creative by building a more engaging set of Facebook and creative. Now here’s an aside, I want you to think about with your brand. If you sell a product that by definition could be considered boring like bedsheets might be for some of you. The reality is there is no feature about bedsheets
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whether it’s the color, the thread count the material that it’s made from. None of that is perfectly built for socially native content. It’s not by itself thumbs stopping. The beautiful thing about being an advertiser is that we live inside of an infinite creative universe. We are not bound by the features and benefits of our product. We can tell stories in any way.
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The only limitation is our creativity and imagination. And I’m going to give you some examples here. So when we started with Miracle brand the beginning thing that we always do with all of our clients is we establish their baseline metrics and this is what I would encourage you to do right now, even stop go right now. Use what I talked about in the last module talking
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about using super metrics to establish your weighted average for each of these metrics. That is going to give you a reference point of how you can improve your ad performance but once you have that, then you can come back and follow this for how we look at iterative ad parts for our client miracle brands. These were their metrics when we started. They had an 11 percent three second view to impression rate.
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That means that only 11% of their views of their ad impressions were resulting in a 3 second video views. That means that 89 percent of the time they were paying money for ad impressions for a user to scroll right past their average watch time only two seconds. Their outbound CCR point for 3% and then
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rose was reflected there at 1.1 for. So as you think about that. All of those may feel like really low metrics but this is very common, especially when you see brands that are focusing on just features and benefits in their ad like you see here where you have a brand showing off their product. It’s very transactional and we’re getting right to the point of trying to sell you
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on the product based on talking about ourselves talking about the brand themselves and the features about it versus thinking about the experience that you, the customer might be having. So this was the baseline that we set out to establish and we are so serious about these metrics that we don’t even allow our designers and creatives to consider roles. We don’t want them to think about it at all.
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We think of it as a lagging indicator something that is too complex for to creatively make actionable. Instead, we want to think about improving against all three of these metrics. So here’s how we did this. We began by thinking about a character a way to communicate the features of the product in a new fun and exciting way that would stop people in their feet
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because at 11% We were never going to have the opportunity to sell enough people to win. So the first focus always begins by how do we capture attention if we can’t get to three seconds. We won’t be able to sell anybody anything. So we always have to begin by solving for that attention grabbing thumb stopping action.
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And as a side note one of the most underrated parts of ads, especially video is the thumbnail. You should give great consideration to what you’re using in that. So let’s take a look at the first iteration of the ad that we created for Miracle Sheets stop smelling like sheet miracle bed and stay fresh for longer. So you can do three times less laundry
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whatever that is look feel and smell as though you didn’t sleep in your own filth. Be like me and by Miracle Sheets get the good sheet.
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So obviously much more interesting than just giving someone a product photo with those features stated. Now we still say the same thing. We still communicate the features and benefits of the product, but it’s told in a much more compelling and intriguing way or at least that’s what our hypothesis was. Let’s see what the data showed. We were able to almost triple the three second view
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to impression to almost 36% Took the average watch time from two seconds to seven seconds and increased the outbound CCR from 3% to almost 1.4 percent. And you know what happened. The rose went up too. But here’s the fun part. This is what I really want you to take away from this section today is that when you make an ad never
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make it. What’s always think about how you can improve on your creative unlike television or other one time book by media placements. The benefit of using social and digital is that we can look at this data, analyze it revise the ad and improve it over time. One of the things that makes me the saddest of experiences
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that I have with brands is that they have these giant libraries of investment into incredible creative for ads that they tried once that they said failed. They just discard and they’re now sitting on mountains of assets that could be iterated on and improved on if they were to able to understand why it wasn’t working. So as we looked at this ad what we thought to ourselves was,
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hey 36% 3 second video of you to impression. That’s pretty good. But is there any beginning of this ad that could actually capture people’s attention more, and then we go look at seven seconds, and we say, what is happening at seven seconds. That’s making people drop off at that moment. Could we alter the sequencing of the script around that 7/2 mark to be able to create a longer engagement time.
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So that’s the how are our creatives are thinking about it. They’re looking at the ad results. And then they’re going. OK, how do I affect that first three seconds. What is the opening frame of the video. How do I make it so that I can capture better than 36% on the ad. So rather than worrying about the Ross they’re worrying about the component parts of the ad itself allow rose
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to be the trailing indicator. Focus on the pieces. So this is what we did in version 2. Notice the thumbnail. She’s looking right at you getting ready to scream. You smell like shit. Yes I’m dogging your less than a dozen bedrooms living off me. I’m legally forbidden from sweating
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my beds scent is akin to a bakery in the Garden of Eden. Be like me. And by Miracle Sheets they prevent 99% of bacteria growth, meaning skin stays healthy they stay fresh longer and require three times less washing.
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So you can do less laundry whatever that is. More importantly stop smelling like sheet same content different sequence started with a beginning where we live right after the user.
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We said something to them directly as they went by and the hope was we could actually capture better than 36% Let’s see how we did an additional 10% We got up to a 46% three second view to impression. So think about that as a brand. They went from getting only 11% of their impressions to result in any consumption at all to getting 46% almost half
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of their ad impressions now resulted in at least three seconds of consumption and their average watch time went from two seconds to nine seconds. Set aside rose for a second if you could spend the same amount of money and get a user to spend four times as much time with your brand. Would that be valuable. We sure think it is. And so we’re constantly looking at ways to make this work.
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With this the outbound CCR went up to 1.6 from our 1.4 and our rose followed and went to 2.2 as well. So again, by day rather than just giving up on the ad content by looking at the pieces of it, we’re able to continually iterate. And the fun thing is and this is now where we almost get to play an never ending infinite creative game is we can keep trying more variations.
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We can go back again and go. All right. 46 percent is our new benchmark. Can we create a version that beats that nine seconds. That’s our average watch time. What’s the dropoff. What’s happening at nine seconds. Can we pull them in longer. One of the things our kids are always thinking about is how to earn every second. How do we earn every second of the user’s attention.
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And look what’s great about this is that the user actually responded in the exact way that we expected this comment is from a user on the ads and all these comments I assure you are not plants or are team members feeding back what we want them the user to say. But this person literally said I was scrolling past and she shouted at me the user is having an experience
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with a creative visual. That’s exactly what we want. We want to come up with a way to stop them in their feed. And this user recognized exactly what we were trying to do. And the thing about this is that one of the narratives that’s often out there is that advertising is a nuisance to people that it’s invasive or that it bothers them. Well, one of the things that this ad methodology
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does and this created methodologies it takes you out of the center, which if you think about us or return on ad or cost per acquisition or sales that is about you the brand and when you only analyze your creative performance through that lens. It’s borderline exploitive. What I mean by that is when we flip this and we look at AIDA metrics we now
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begin to think about the user’s experience with our content. Are they enjoying it. Are they stopping. Are they interested. Have we met them in some way that they are having a positive experience with the creative and what you see happen when you do this is ad comments like this are really common. Cutest ad ever. This is the best ad.
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This ad is everything great ad l.a. well this is the internet land of the trolls. But when you put the user in the center. And you begin to think about the experience that they are having with the ad it is entirely possible that you a sheetz brand or someone selling lawnmowers or whatever your boring product might be can create an experience that is meaningful and valuable to the.
