Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.

Free Guide: The Ultimate Inbound Marketing Strategy Playbook 2022

Download the Playbook
Fill out the form to get your playbook
Thank you! You have been subscribed.
Close
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

The Ultimate Inbound Marketing Strategy Playbook 2022
Read the Playbook
The Ultimate Inbound Marketing Strategy Playbook 2022
Free Inbound Marketing Playbook
View The Ultimate Inbound Marketing Strategy Playbook 2022
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

Does Your Creative Really Work? New Machine-Learning Knows For Sure.

By Eric Choma

Eric Choma also recommends this free guide: The Ultimate Inbound Marketing Strategy Playbook 2022.

Does Your Creative Really Work? New Machine-Learning Knows For Sure.

How important is creative in marketing and advertising?

Answers may vary based on who you ask, but I’m sure few would just shrug it off.

Based on a recent Nielsen Study, creative can be responsible for up to 47% of sales increases attributed to advertising, however, people have tended to neglect analytics related to digital creative, leaving us to rely on irrelevant response metrics like click-through rates.

Flashtalking has addressed this problem by creating a new, machine learning-based approach to evaluating the performance of yours, whether it be written, video, design, etc.

Free Guide: The Ultimate Inbound Marketing Strategy Playbook 2022

Using a multi-touch attribution engine to score the contribution of each impression, they applied an additional layer of data science to control for media and audience bias in the data.

This results in an understanding of the creative impact for each delivered ad, based on its ability to influence behavioral outcomes (tracked success events).

Over the last year, over 24 brands have used these approach to analyze over 60+ campaigns covering the Travel, Media, Telco, Gaming, Consumer Services, and Energy sectors (averaging 142M impressions per campaign).

A conversion, like in inbound marketing, was defined as either a purchase or an indication of intent to purchase.

Why Should You Care?


By assessing the results of these campaigns, Flashtalking uncovered that a few important things worth noting:

Creative Performance Varies - A LOT


On average, the top performing quartile of creative is 7X MORE IMPACTFUL than the worst performing quartile of creative. Even in the narrowest case, the top quartile creative was 80% more impactful than those in the bottom performance quartile.

Click-through Rates (CTR) Are Horrible Metrics

CTR and creative performance are NEGATIVELY correlated.

“Creatives in the top quartile had an average CTR that was less than half of those in the bottom (.007% vs. .017%),” the report found, adding, “As the chart shows, CTR for the top quartile was almost always lower. In cases where they did have a higher CTR, the difference was usually quite small---supporting the thesis that CTR and creative performance are negatively correlated.”

marketing-creative-performance-metrics

So, What Are Actually GOOD Creative Metrics?

The results paint a pretty convincing picture for marketers.

The significant variances in performance across creative indicate there’s a huge opportunity for marketers to improve how they measure and optimize their creative.

Good creative metrics achieve the following:

Reflect actual conversion impact:

Your metrics must consider the actual impact that your creative has on a user’s likelihood to convert. This means the metric cannot:

  • Rely solely on proxy metrics such as engagement rates. (a.k.a. vanity metrics like “likes” or “follows")

  • Allocate credit in a way that is arbitrary or inaccurate (e.g. only assigning credit to the click or first/last impression)

Are free from bias:

There are two major sources of bias in creative measurement and both must be addressed when analyzing creative performance.

  • Bias due to placement. For example, a video distributed in a relevant, targeted, and visible way is much more likely to have an impact than one served broadly at the bottom of a crowded, irrelevant page.

  • Bias due to the audience. Ads served to regular site visitors and/or brand advocates (and even those in the retargeting segment) are more likely to elicit a response than those served to users who are not fans of the brand, regardless of the quality of the creative.

Represent a significant sample size:

Many analytic techniques are great in theory but are not practical due to limitations on campaign size and time-frames for collecting data. A good metric needs to work with real-world (often small) sample sizes, while still allowing for granular comparisons of creative.

Finding the Right Creative Metric for You

Effective creative optimization may be one of the few untapped competitive advantages for marketers and advertisers. So what can (and should) marketers do?

The tools to accurately measure creative performance do exist, either as off-the-shelf solutions or as in-house solutions, but tracking the right metrics is only the first step.

Marketers will also need to implement processes that place creative performance optimization at the forefront, elevate its priority to receive the same level of attention, and analytic rigor as that of media and audience analysis.

How are you currently measuring your creative performance? How effective has it been? Let us know in IMPACT Elite!

The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

The Ultimate Inbound Marketing Strategy Playbook 2022
Read the Playbook
The Ultimate Inbound Marketing Strategy Playbook 2022
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

The Ultimate Inbound Marketing Strategy Playbook 2022

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

Topics:

Reporting & Performance
Published on October 24, 2018

Recent Articles

10 Marketing KPIs You Should Be Tracking
March 3, 2022 • 9 min read
Google Shares New Tools to Audit Website User Experience
August 12, 2021 • 3 min read
8 Best Digital Marketing Tools and Tech for Every Business (+ VIDEO)
March 31, 2021 • 7 min read
10 Google Analytics metrics you absolutely must track (updated)
March 29, 2021 • 5 min read
Google Analytics 4: Your business website analytics are now smarter
November 11, 2020 • 3 min read
Why a growth-driven design website will give you better traffic, leads, and sales
October 26, 2020 • 5 min read
Social Media KPIs: The 10 You Really Should Be Tracking and Monitoring
August 30, 2020 • 6 min read
Content ROI Examples: How to Nail Your Reporting Strategy with HubSpot
August 28, 2020 • 12 min read
How to Create a Powerful Monthly Content Marketing ROI Newsletter
August 7, 2020 • 6 min read
Google Analytics to offer 2 new probability metrics: purchase and churn
July 20, 2020 • 2 min read
Data privacy update: How the CCPA affects you and your paid advertising
July 15, 2020 • 4 min read
How attribution reporting helped iCIMS improve its Google Ads performance ft. Joel Maldonado of Path Interactive (Inbound Success, Ep. 150)
July 6, 2020 • 18 min read
What does Basecamp’s privacy-focused HEY email service mean for marketers? [IMPACT Toolbox June 2020]
June 25, 2020 • 5 min read
Google Ads now offers category reporting for your Search and Shopping ads
June 1, 2020 • 2 min read
How to Measure Content Marketing ROI, Celebrate Your Wins, and Keep Your Job
April 16, 2020 • 7 min read
Case study: Are you confident in the data behind your digital marketing strategy?
March 24, 2020 • 7 min read
Google makes it easier to hide content and check third-party reporting
February 4, 2020 • 3 min read
RIP HubSpot's 'links' tool: What you should use instead
January 8, 2020 • 3 min read
Why do regular backups of your website matter?
December 23, 2019 • 6 min read
What is Google Analytics? The pros, cons, and ugly missing link
December 17, 2019 • 10 min read
Google's Ads Data Hub to offer greater insight into YouTube ad performance
October 23, 2019 • 3 min read
What Is Google Tag Manager & When Do You Use It?
October 4, 2019 • 4 min read
Google Analytics Checklist: Is Your Website Reporting Data 'Clean' & Accurate?
October 1, 2019 • 10 min read
Leading American Business Executives Urge Congress to Pass Federal Data Privacy Law
September 13, 2019 • 2 min read
9 Real-World Reasons Duplicate Data Is Killing Your Marketing & Sales Returns
August 30, 2019 • 7 min read