The advertising landscape is an ever-evolving, fast-paced world where marketers are constantly juggling a myriad of strategies and data points.
Amidst this frenzy, it's easy to overlook the core driver of successful campaigns: creative intelligence.
In today's competitive market, it's crucial to not only understand the concept of creative intelligence but also to recognize the importance of testing and iteration in digital advertising.
Creative Intelligence: A Quick Recap
Creative intelligence is the unique combination of human ingenuity and data-driven insights that work together to optimize and enhance advertising campaigns.
It encompasses various aspects such as creative design, messaging, targeting, and performance analysis.
By leveraging creative intelligence, marketers can craft compelling stories that resonate with their target audience, improve advertising outcomes, and ultimately drive better ROAS (Return on Ad Spend).
The Importance of Testing and Iteration
Continuous testing and iteration are at the heart of effective campaigns, as they allow marketers to refine their strategies and respond to ever-changing audience preferences.
By employing data-driven insights, advertisers can make informed decisions on various aspects of their campaigns, such as the creative elements, ad placements, and targeting parameters.
Testing and iterating your campaigns ensure that your advertising efforts are always in sync with your target audience's evolving needs and preferences.
It's the process of constantly learning, adapting, and fine-tuning your creative strategies to maximize their impact and drive better results. In other words, it's about embracing the power of creative intelligence and using it to its full potential.
Insights from Jetson's Analytics Team
Our analytics team at Jetson has been tirelessly demonstrating the impact of creative intelligence on advertising campaigns. Through rigorous testing and iteration, we've uncovered impressive results that showcase the power of this approach.
While we can't reveal specific client details, we can share some of the remarkable improvements and statistics we've observed through our work.
For instance, one campaign experienced a significant increase in engagement rates and conversions after multiple rounds of creative optimization.
By continually testing various creative elements such as images, copy, and layout, we were able to pinpoint the best-performing combinations that resonated with the target audience.
This campaign initially followed a typical creative optimization strategy, with the creative team delivering refreshes at three points during the campaign - one per month over three months.
Each creative refresh delivered an average performance improvement of just 2% over the baseline, resulting in a 3% ROAS lift. While this was certainly not bad, there was potential for even greater gains.
When we shifted to more regular optimizations, say, weekly, things got interesting. In this scenario, all variables were held equal, still assuming only a 2% incremental improvement in the creative. However, now the buyer used Jetson to run a weekly optimization. This led to an astonishing 75% ROAS lift.
But why stop at 75%?
In the final scenario, Jetson continued running the same optimization cycles as in the scenario above. However, the buyer staggered ad spend on a curve, back-loading to the final month of the campaign.
By running minimum budgets for optimizations early in the campaign and then upweighting on the back end when performance was at its peak, this media buying strategy scored a whopping 127% ROAS lift compared to the unoptimized control. That translated to an additional $182,000 in ROAS with the same budget and only a 2% incremental improvement per cycle.
In conclusion, testing and iteration are essential components of successful digital advertising campaigns. They enable marketers to harness the full potential of creative intelligence, resulting in more engaging and effective ads that drive better ROAS.
By embracing this approach, advertisers can stay ahead of the curve, adapt to changing audience preferences, and ultimately, achieve better campaign results.
Don't let your advertising campaigns stagnate in the ever-changing digital landscape. Embrace the power of creative intelligence, testing, and iteration to unlock new opportunities and drive better results for your brand.
Remember, as highly trained professionals, we owe it to ourselves and our clients to stay on the cutting edge of advertising best practices and continuously strive for improvement.
At Jetson Advertising Intelligence we’re helping agencies use human-in-the-loop AI to automate processes, build new revenue streams, escape the FTE-billing trap and build stronger customer relationships. If you run an agency we’d love to talk with you today!
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