Ad Creative Review to Boost ROI (November 2023)

Nikki Gloudeman

Looking to improve your ads to increase engagement and performance? The 6sense Creative Services team can help!

Share 1-2 ad creatives in this discussion thread and we'll provide actionable insights to optimize elements like copy, visuals, and CTAs. We can even draft you copy ideas and, where relevant, show you new designs and imagery to try.

Sometimes simple changes can go a long way. We'd love to help you build ads that drive results.

*If you're looking for more extensive consultative support or want our in-house experts to design, build, and/or launch ads for you, reach out to your CSM or email creativeservices@6sense.com.

See past Ad Creative Reviews here.

Katalin Lugosi

MerkleShell_Utilities_Extend your transformer life_320x50_v1.jpg

MerkleShell_Utilities_long term protection_6sense_320x50_v1.jpg

MerkleShell_Utilities_Extend your transformer life_300x250.jpg

MerkleShell_Utilities_long term protection_6sense_300x250.jpg

Please help advise on the following creative CTR is avg 0.02%

Nikki Gloudeman

Hi @Katalin Lugosi, thanks for sharing these ads! I'll be out for the holidays next Mon and Tue, but can get you feedback after that next week.

Nikki Gloudeman

• Hi @Katalin Lugosi, hope you had a nice holiday! As promised, sharing feedback on your ads below:
  
  —I like this copy overall; it's clear and not too long. One small thing to keep in mind is that active copy tends to work better than passive copy.
  
  So, instead of:
  Reliable long-term protection designed to keep your transformer operating efficiently
  Try:
  Optimize your transformer efficiency with reliable, long-term protection

• *Bonus: This is also a bit more streamlined!
  
  Instead of:
  Reliable long-term protection designed to maximize efficiency
  Try:
  Maximize your efficiency with reliable, long-term protection
  
  —When using white as a background color, it's typically best to include a border so the ad doesn't blend in with the web page and get lost. You may also want to try a bolder background color instead (like your red or yellow), as white isn't usually the most eye-catching.
  

—I like the use of people imagery, but we've found that photos tend to work best when the people are staring toward the camera rather than away.

—The yellow lines overlaid on the imagery are also a bit busy; generally, one additional visual element is enough to generate interest without overwhelming the value prop.

—Your leaderboards are a little cluttered. Consider removing the imagery altogether on these sizes, relying on stronger colors and the aforementioned active copy to draw people in. Since the CTA should be the last thing a reader sees—and people read left to right—these would also work better compositionally with the logo left-aligned and the CTA right-aligned. (Note: With active copy, leaderboards can also be successful with no CTA at all!)

Hope this helps! Let me know if you have any other questions.

Katalin Lugosi

Thanks so much @Nikki Gloudeman for taking the time to review and respond. Would you also suggest changing the CTA copy for consideration and decision stages by any chance?

Nikki Gloudeman

Hi @Katalin Lugosi, no problem and great question! Yes, it is often effective to change the CTA for later stages. Just keep in mind that this should always be rooted in the asset first.

For TOFU campaigns, optimal assets share the value prop more broadly, like vertical pages, blogs, or even the home page. CTAs should align accordingly, eg Learn More, Learn How, Find Out More, etc.

For MOFU campaigns, more intensive resources that drive home value are often best, like ebooks, reports, and case studies. CTAs should clearly tout these resources, eg Read Ebook, See Report, Read Case Study.

For BOFU campaigns, assets that can help close the deal are ideal, like demos, contact us pages, and social proof pages touting awards and distinctions. CTAs like Request Demo and Connect With Us are best.

So: Make sure you have the optimal asset for the specific buying stage first, then let this guide the copy for the CTA.

Katalin Lugosi

Thanks and in terms of A/B testing would you set this up by creating to ad campaigns but targeting the same segment? @Nikki Gloudeman

Nikki Gloudeman

Hi @Katalin Lugosi For A/B testing, you can set up distinct ad groups within a single campaign targeting the same segment. Go to Ads Setup, then click the three small dots next to the ads and select Move to —> Create new ad group. Let me know if you have any other questions!

Katalin Lugosi

@Nikki Gloudeman may i ask one more question..how many creatives would you recommend showing person segment and how often would you refresh creative to reduce creative fatigue?

Nikki Gloudeman

Sure thing @Katalin Lugosi! We recommend launching with a min. of 6 ads—2 distinct ad groups, each containing the 3 highest-performing ad sizes (300x250, 320x50, 728x90). You can add the 300x600 as well for 8 ads total, but it's generally not necessary.

Try to refresh creatives every couple months. Ideally, due this in an A/B testing framework, by turning off the lowest-CTR creatives and iterating on the highest-CTR creatives.