Redesigning and Testing Creative Based on Data- Driven ...€¦ · Creative design and messaging is...
Transcript of Redesigning and Testing Creative Based on Data- Driven ...€¦ · Creative design and messaging is...
![Page 1: Redesigning and Testing Creative Based on Data- Driven ...€¦ · Creative design and messaging is an underutilized ad tool. Ads created without data-driven insights do not meet](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe1009bd319916f8c512947/html5/thumbnails/1.jpg)
Redesigning and Testing Creative Based on Data-Driven Insights —
Courtney Cheevers, HaofeiLiu, Taimur Siddiqui
Systems Paid Media Interns
Systems Paid Media Interns / July 17, 2018 / © 2018 IBM Corporation
![Page 2: Redesigning and Testing Creative Based on Data- Driven ...€¦ · Creative design and messaging is an underutilized ad tool. Ads created without data-driven insights do not meet](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe1009bd319916f8c512947/html5/thumbnails/2.jpg)
Meet the team!
2Systems Paid Media Interns / July 17, 2018 / © 2018 IBM Corporation
Taimur Siddiqui
Marketing & Neuroscience
Courtney Cheevers
Marketing & Studio Art
Haofei Liu
Marketing & Economics
![Page 3: Redesigning and Testing Creative Based on Data- Driven ...€¦ · Creative design and messaging is an underutilized ad tool. Ads created without data-driven insights do not meet](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe1009bd319916f8c512947/html5/thumbnails/3.jpg)
Creative design and messaging is an underutilized ad tool.Ads created without data-driven insights do not meet clients’ needs, wastes resources, and reduces our marketing effectiveness.
3Systems Paid Media Interns / July 17, 2018 / © 2018 IBM Corporation
![Page 4: Redesigning and Testing Creative Based on Data- Driven ...€¦ · Creative design and messaging is an underutilized ad tool. Ads created without data-driven insights do not meet](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe1009bd319916f8c512947/html5/thumbnails/4.jpg)
An audience-first strategy leads to measurable results.A single Blockchain creative test improved effectiveness by 170% and reduced cost per visit by 18%.
4Systems Paid Media Interns / July 17, 2018 / © 2018 IBM Corporation
![Page 5: Redesigning and Testing Creative Based on Data- Driven ...€¦ · Creative design and messaging is an underutilized ad tool. Ads created without data-driven insights do not meet](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe1009bd319916f8c512947/html5/thumbnails/5.jpg)
Process and Timeline
5Systems Paid Media Interns / July 17, 2018 / © 2018 IBM Corporation
1. Preliminary audit
of creative
performance data
2. Created new assets
to replace poor
performers
3. Ran competitive
analysis and began
A/B testing
5. Evaluate results and
present recommendations
based on test
4. Analyzed A/B test
data
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8
![Page 6: Redesigning and Testing Creative Based on Data- Driven ...€¦ · Creative design and messaging is an underutilized ad tool. Ads created without data-driven insights do not meet](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe1009bd319916f8c512947/html5/thumbnails/6.jpg)
Project Scope
6Systems Paid Media Interns / July 17, 2018 / © 2018 IBM Corporation
Considerations include
creating new assets with
enough time to test and
gather a substantial
amount of data to form a
conclusion
KPI’s include:
engagement rate,
cost per visit, and
click through rate
Resources we
utilized include:
Trello, Mural,
Slack, Excel, Box,
Tableau, and Pearl
Stakeholders:
-Digital Strategists
-Agency affiliates
-Creative teams
-Systems BU
-Audience of ads
![Page 7: Redesigning and Testing Creative Based on Data- Driven ...€¦ · Creative design and messaging is an underutilized ad tool. Ads created without data-driven insights do not meet](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe1009bd319916f8c512947/html5/thumbnails/7.jpg)
An initial analysis of data uncovered opportunity to improve LinuxONE and All Flash
7Systems Paid Media Interns / July 17, 2018 / © 2018 IBM Corporation
Objectives:
1. Improve LinuxONE
efficiency by reducing
CPV
2. Improve All Flash
effectiveness by
increasing ER
Systems Campaign Audience Build Performance
See key metrics here
Source: Pearl Q1 and Q2 2018
![Page 8: Redesigning and Testing Creative Based on Data- Driven ...€¦ · Creative design and messaging is an underutilized ad tool. Ads created without data-driven insights do not meet](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe1009bd319916f8c512947/html5/thumbnails/8.jpg)
Top performing assets promote relevant product benefits to our end-users
8Paid Media Interns / July 10, 2018 / © 2018 IBM Corporation
![Page 9: Redesigning and Testing Creative Based on Data- Driven ...€¦ · Creative design and messaging is an underutilized ad tool. Ads created without data-driven insights do not meet](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe1009bd319916f8c512947/html5/thumbnails/9.jpg)
9Systems Paid Media Interns / July 17, 2018 / © 2018 IBM Corporation
By changing the LinuxONE Blockchain
campaign to contain more learning-related
words and end-user benefits, I can get
more prospects to click on ads and thus
increase click-through rate and decrease cost
per visit.
By changing the All Flash campaign to
contain action verbs, display end-user
benefits, and indicate product category
advertised, I can get more prospects to
engage with the IBM site and thus increase
engagement rate and decrease cost per visit.
1
2
A/B Test Hypotheses
![Page 10: Redesigning and Testing Creative Based on Data- Driven ...€¦ · Creative design and messaging is an underutilized ad tool. Ads created without data-driven insights do not meet](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe1009bd319916f8c512947/html5/thumbnails/10.jpg)
All Flash Creative Test
PM2M
10Systems Paid Media Interns / July 17, 2018 / © 2018 IBM Corporation
![Page 11: Redesigning and Testing Creative Based on Data- Driven ...€¦ · Creative design and messaging is an underutilized ad tool. Ads created without data-driven insights do not meet](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe1009bd319916f8c512947/html5/thumbnails/11.jpg)
New All Flash copy clarifies audience benefits
11Systems Paid Media Interns / July 17, 2018 / © 2018 IBM Corporation
Current ads are vague,
provide no specific
value propositions, and
use passive verbs.
A B
5%
PRE-TEST
ENGAGEMENT RATE (%)
![Page 12: Redesigning and Testing Creative Based on Data- Driven ...€¦ · Creative design and messaging is an underutilized ad tool. Ads created without data-driven insights do not meet](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe1009bd319916f8c512947/html5/thumbnails/12.jpg)
Anomalous results with the A version over time lead us to believe test results are inconclusive
12Systems Paid Media Interns / July 17, 2018 / © 2018 IBM Corporation
5%
PRE-TEST
ENGAGEMENT RATE (%)
24%
POST-TEST
ENGAGEMENT RATE (%)
14%
ENGAGEMENT RATE (%)
6%
SYSTEMS PM2 AVG 2018
A
B
![Page 13: Redesigning and Testing Creative Based on Data- Driven ...€¦ · Creative design and messaging is an underutilized ad tool. Ads created without data-driven insights do not meet](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe1009bd319916f8c512947/html5/thumbnails/13.jpg)
Inconclusive results suggest keeping both creatives live and continuing to measure performance
13Systems Paid Media Interns / July 17, 2018 / © 2018 IBM Corporation
OPPORTUNITY
TO OPTIMIZE:
Since both messages resonate with audiences,
combine the messaging and measure performance.
![Page 14: Redesigning and Testing Creative Based on Data- Driven ...€¦ · Creative design and messaging is an underutilized ad tool. Ads created without data-driven insights do not meet](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe1009bd319916f8c512947/html5/thumbnails/14.jpg)
LinuxONE BlockchainTest #1
PM2M
14Systems Paid Media Interns / July 17, 2018 / © 2018 IBM Corporation
![Page 15: Redesigning and Testing Creative Based on Data- Driven ...€¦ · Creative design and messaging is an underutilized ad tool. Ads created without data-driven insights do not meet](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe1009bd319916f8c512947/html5/thumbnails/15.jpg)
LinuxONE Blockchain redesign uses product imagery and audience-first messaging
15Systems Paid Media Interns / July 17, 2018 / © 2018 IBM Corporation
PM2M
Previous ads have
outdated designs and do
not include blockchain in
the focus of the text.
A B
![Page 16: Redesigning and Testing Creative Based on Data- Driven ...€¦ · Creative design and messaging is an underutilized ad tool. Ads created without data-driven insights do not meet](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe1009bd319916f8c512947/html5/thumbnails/16.jpg)
New Blockchain creative significantly improves our KPIs
16Systems Paid Media Interns / July 17, 2018 / © 2018 IBM Corporation
CLICK-THROUGH RATE (%) COST PER VISIT ($)
37%133%
PM2M
![Page 17: Redesigning and Testing Creative Based on Data- Driven ...€¦ · Creative design and messaging is an underutilized ad tool. Ads created without data-driven insights do not meet](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe1009bd319916f8c512947/html5/thumbnails/17.jpg)
LinuxONE BlockchainTest #2
17Systems Paid Media Interns / July 17, 2018 / © 2018 IBM Corporation
![Page 18: Redesigning and Testing Creative Based on Data- Driven ...€¦ · Creative design and messaging is an underutilized ad tool. Ads created without data-driven insights do not meet](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe1009bd319916f8c512947/html5/thumbnails/18.jpg)
LinuxONE Blockchain redesign uses product imagery and audience-first messaging
18Systems Paid Media Interns / July 17, 2018 / © 2018 IBM Corporation
Previous ads have
outdated designs
and do not include
blockchain in the
focus of the text.
A B
![Page 19: Redesigning and Testing Creative Based on Data- Driven ...€¦ · Creative design and messaging is an underutilized ad tool. Ads created without data-driven insights do not meet](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe1009bd319916f8c512947/html5/thumbnails/19.jpg)
New Blockchain creative significantly improves our KPIs
19Systems Paid Media Interns / July 17, 2018 / © 2018 IBM Corporation
CLICK-THROUGH RATE (%) COST PER VISIT ($)
18%170%
![Page 20: Redesigning and Testing Creative Based on Data- Driven ...€¦ · Creative design and messaging is an underutilized ad tool. Ads created without data-driven insights do not meet](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe1009bd319916f8c512947/html5/thumbnails/20.jpg)
Next steps…
20Systems Paid Media Interns / July 17, 2018 / © 2018 IBM Corporation
![Page 21: Redesigning and Testing Creative Based on Data- Driven ...€¦ · Creative design and messaging is an underutilized ad tool. Ads created without data-driven insights do not meet](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe1009bd319916f8c512947/html5/thumbnails/21.jpg)
Moving forward, ensure Blockchain and All Flash creatives are updated
and relevant to landing page experiences
21Systems Paid Media Interns / July 17, 2018 / © 2018 IBM Corporation
Creative team has already overhauled all
LinuxONE campaign assets
Continue testing All Flash design to
measure importance of design vs. copy
![Page 22: Redesigning and Testing Creative Based on Data- Driven ...€¦ · Creative design and messaging is an underutilized ad tool. Ads created without data-driven insights do not meet](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe1009bd319916f8c512947/html5/thumbnails/22.jpg)
Keep design and messaging relevant
22Systems Paid Media Interns / July 17, 2018 / © 2018 IBM Corporation
“Sure, it’s buzz-worthy”
“data”
• Use Hotjar to identify
important or relevant
content for users and apply
to messaging
• Personalize lead space on
landing page based on ad
clicked
• Keep creative matching
landing page look and feel
![Page 23: Redesigning and Testing Creative Based on Data- Driven ...€¦ · Creative design and messaging is an underutilized ad tool. Ads created without data-driven insights do not meet](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe1009bd319916f8c512947/html5/thumbnails/23.jpg)
23Systems Paid Media Interns / July 17, 2018 / © 2018 IBM Corporation
Keep design and messaging relevant
• Use Hotjar to identify
important or relevant
content for users and apply
to messaging
• Personalize lead space on
landing page based on ad
clicked
• Keep creative matching
landing page look and feel
![Page 24: Redesigning and Testing Creative Based on Data- Driven ...€¦ · Creative design and messaging is an underutilized ad tool. Ads created without data-driven insights do not meet](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe1009bd319916f8c512947/html5/thumbnails/24.jpg)
Data-driven creatives enable client-centricity. Adopt and encourage testing and iteration of creative.
Ensure creative plays an integral role in paid media strategies going forward.
24Systems Paid Media Interns / July 17, 2018 / © 2018 IBM Corporation
![Page 25: Redesigning and Testing Creative Based on Data- Driven ...€¦ · Creative design and messaging is an underutilized ad tool. Ads created without data-driven insights do not meet](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe1009bd319916f8c512947/html5/thumbnails/25.jpg)
Thank you!
25Systems Paid Media Interns / July 17, 2018 / © 2018 IBM Corporation
Courtney Cheevers, Haofei Liu, Taimur Siddiqui
Systems Paid Media Interns
—
![Page 26: Redesigning and Testing Creative Based on Data- Driven ...€¦ · Creative design and messaging is an underutilized ad tool. Ads created without data-driven insights do not meet](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe1009bd319916f8c512947/html5/thumbnails/26.jpg)
26Systems Paid Media Interns / July 17, 2018 / © 2018 IBM Corporation
![Page 27: Redesigning and Testing Creative Based on Data- Driven ...€¦ · Creative design and messaging is an underutilized ad tool. Ads created without data-driven insights do not meet](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe1009bd319916f8c512947/html5/thumbnails/27.jpg)
New All Flash creatives perform above all ER benchmarks
27Systems Paid Media Interns / July 17, 2018 / © 2018 IBM Corporation
PM2M Q2 AVG
+200%
ALL FLASH Q2 AVG
+140%
SYSTEMS Q2 AVG
+50%
ENGAGEMENT RATE
![Page 28: Redesigning and Testing Creative Based on Data- Driven ...€¦ · Creative design and messaging is an underutilized ad tool. Ads created without data-driven insights do not meet](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe1009bd319916f8c512947/html5/thumbnails/28.jpg)
New Blockchain creatives perform above all CTR and CPV benchmarks
28Systems Paid Media Interns / July 17, 2018 / © 2018 IBM Corporation
PM2M Q2 AVG
LINKEDIN Q2 AVG
-19%
-5%
LINKEDIN Q2 AVG
PM2M Q2 AVG
+229%
+133%
CLICK-THROUGH
RATESCOST PER VISIT
![Page 29: Redesigning and Testing Creative Based on Data- Driven ...€¦ · Creative design and messaging is an underutilized ad tool. Ads created without data-driven insights do not meet](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe1009bd319916f8c512947/html5/thumbnails/29.jpg)
After conducting
an analysis of our
competitors’ paid
media efforts, we
identified several
key differences
for future
consideration.
Inject humor &
personality
Customize the background
imagery to the specific
copy of each ad
Use product imagery
more actively
29Systems Paid Media Interns / July 17, 2018 / © 2018 IBM Corporation
![Page 30: Redesigning and Testing Creative Based on Data- Driven ...€¦ · Creative design and messaging is an underutilized ad tool. Ads created without data-driven insights do not meet](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe1009bd319916f8c512947/html5/thumbnails/30.jpg)
• Keep social ads about current events and capitalize
on buzzwords
• Aim to become part of the customer social media
experience
• Catch interest to “learn more”
• Ensure ads and correspondingly landing pages are
mobile-friendly
Paid social should differentiate from display by integrating into customers’ social media experiences
30Systems Paid Media Interns / July 17, 2018 / © 2018 IBM Corporation
PAID SOCIAL
![Page 31: Redesigning and Testing Creative Based on Data- Driven ...€¦ · Creative design and messaging is an underutilized ad tool. Ads created without data-driven insights do not meet](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe1009bd319916f8c512947/html5/thumbnails/31.jpg)
Themes among top performing assets
31Paid Media Interns / July 10, 2018 / © 2018 IBM Corporation
• Show product imagery
• Specify product category
• Match landing page content to creative
messaging (see appendix slide x)
• Consider the stage of the audience’s
journey with the product and IBM
• Avoid passive voice