Delivering a digital campaign is a challenging process. It requires a lot of in-depth knowledge about the technical details of the acquisition channel & attribution or tracking solution. Marketing managers need to understand the complexities of conversion tracking but also audience management, which users to target or exclude, etc. All this doesn’t get easier with the fast development of privacy layers and technical limitations platform owners like Apple & Google are rolling out these days.
But of course, every digital campaign has one major reason for success. This one reason is not expert knowledge of campaign management, optimization, audiences, bid mechanisms and so on. Many performance marketers tend to entirely forget about it. Many CEOs and CMOs just go with the flow and drown in technical discussions and LTV prediction model details. You have no idea how many conversations we had and literally not a single person in this meeting invested only 1 minute discussing the actual ad creatives we use to buy access to millions of eyeballs every day.
How Creatives Can Boost Your Conversion Rate?
So how can you boost your conversion rate? Consider improving your creatives. It worked for us and may work for you. Below I’ll tell you our success story. We ran multiple tests with our client MomClub and have proven that a great creative asset outperforms any audience settings and technical magic you may run on your campaign set up.
Let’s take a look at several creatives we ran for MomClub in the last 3 months and a comparison of how each performed in terms of conversions and revenue/return on ad spend aka ROAS.
We have selected the four best-performing creatives, two are in video formats and two static images.
This ad uses a communication approach of a woman exercising and still taking care of her kid. The idea that you can achieve your weight goals just by working out a few minutes per day is the catchy point here. We wanted to make clear that it doesn’t require a lot of fitness equipment, special sports dresses, mirrors or whatever you find in a fitness studio. You can start getting fit at home. Simply take your baby and use it on your workout routine as a little weight to lift gently. It will appreciate it and love you even more while you work on getting your mobility back.
This ad is among our best performing ads but compared to the other ads it resulted in the lowest D0 ROAS. Although it finished as the 2nd best in terms of Conversion Rate, with 32% higher than 4th position (in this case Creative D which we will talk about further).
The key in this ad was to show that it is possible to pay attention to your baby at the same time you exercise. Moms have little free time they can use for themselves and this is a good way to tackle workouts without leaving your kid behind.
We used an image of a woman exercising with a baby and we focused the communication on achieving the “best version of a woman as a mom.”
This creative achieved the 3rd position in terms of D0 ROAS, very close to the 4th one (Creative A), with only a 5% increase.
It finished at the 3rd position in case of the Conversion Rate, with 27% above Creative D.
This creative is a short video focusing on getting fit after pregnancy. We directly communicated to women who have just gone through the delivery process. This is the key for such a high Conversion Rate, and the result clearly showed that we were talking to the right people.
With this ad, we achieved the 2nd best D0 ROAS, 19% higher than 4th position (Creative A.) among the best ads. It also delivered the best Conversion Rate, 108% higher than 4th position (Creative D).
- The absolute winner with the best D0 ROAS. It resulted in 32% better than the 4th position (Creative A.) and 11% higher than the 2nd position (Creative B).
- It achieved the lowest Conversion Rate from Installs to Purchases.
- It was the one with the most interactions and it included high emotional & motivational content.
- The creative is a long video and we could rely only on the motivational text displayed in the video.
The tone of the creative is far away from all the “average” app ad creatives that we ran before. It has an emotional tone, it goes with the latest trend on social media using animated copy overlays in a quite special way and of course it showcases the product with a “realistic” person which anyone could identify with.
The extreme performance of this creative is mostly driven by the emotions that it transports via background music and the way it uses the copy. Using the right ad copy is worth another article, if not a book.
Conversion Rate & D0 ROAS Analysis – Difference compared to the 4th position (Creative D)
When was the last time you used a copywriter for your performance marketing ads and how much time did you invest to actually discuss the first 3 words of the ad copy with this person? Exactly. You also tend to drown in the technical spheres of advertising. Maybe consider blocking one hour of your week for ad copy?
For a great book recommendation about writing outperforming ad copy reach out to firstname.lastname@example.org or DM me on Linkedin.