Week 4: Creative Testing

Thanks to everyone for tuning back in for another week of the blog. If you were not here last week, I covered key metrics that advertisers look for in determining the success of their advertising campaigns depending on their goal (traffic, leads, conversions, or awareness). The key metrics that I covered were CPM (cost per 1,000 impressions), CTR (click-through rate), and CPL/CPA/CPL (cost per lead, acquisition, or conversion). A key factor for advertisers to maximize these metrics is having an effective ad. But with all the possible creatives that an advertiser can choose from, how can someone find the best advertisement to use in their digital campaign?

Over the past few weeks, I have gained a lot of insight into answering this question through my onsite placement at Digicom. Digicom is a New York-based growth marketing agency. They work with businesses to launch, manage, and grow advertising campaigns across platforms like Google, Meta (Facebook and Instagram), and Tik Tok. 

This week at Digicom, I analyzed Pinterest campaign data for a makeup brand to determine which advertisements were most effective. After exporting the data into a spreadsheet, I created a pivot table to separate each ad by name and show metrics such as CPA, CTR, and ROAS (Return on Ad Spend). Advertisements with a higher CPA had a lower ROAS, while ads with a higher CTR had a greater return on ad spend. After analyzing the data, I was able to pick five ads that stood out in terms of performance.

What I learned from this experience is the importance of testing different creatives. Because of the data analysis I conducted, the makeup brand can now increase their advertising budget on the advertisements that had the best results and either lower or completely stop ad spend on the inferior creatives. For a successful long-term advertising campaign, it is necessary to continually test different creatives. As always, thanks for tuning in for another one of my blogs, and I hope you all come back next week!