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1、Smartly.io:Holiday Season Guide1The Social Advertisers Guide tothe Holiday SeasonHow to Succeed Across Platforms And FormatsAs the most competitive time,the holiday season,is fast approaching,marketing teams around the world are starting to prepare their campaigns.With this eBook,we want to help you
2、 plan,set up,and optimize your social advertising campaigns and creatives across platforms-and that way,have more time to spend with the people you love during the holidays.This year,the holiday rush is starting even earlier with social leading the way.According to new data from Smartly.io,51%of con
3、sumers have made purchases from social media ads between July 24,2020 to August 24,2020.And with 76%of Snpachatters*saying the majority of their purchases will be online this year,brands need to ensure they are breaking through the noise and reaching consumers with relevant and impactful ads.From Sp
4、lit Testing on Facebook to Snapchat creative specs,its vital that marketers have a comprehensive and multi-channel social advertising plan in place ahead of the holiday season.*2020 Alter Agents study commissioned by Snap Inc.IntroductionIntroductionIntroductionIntroductionIntroductionIntroductionSm
5、artly.io:Holiday Season Guide2Smartly.io:Holiday Season Guide3Table Of ContentsPin to Win During the HolidaysHow to Snap to Success Optimize and Automate Everything You CanSmartly.io:Holiday Season GuideGet Festive With Facebook&InstagramThe Power of Creative Testing The Creative Testing ProcessExam
6、ples of Elements to TestStart 2021 Strong with Q504290Smartly.io Holiday Season GuideGet Festive Get Festive With Facebook With Facebook&Instagram&Instagram Get Festive Get Festive With Facebook With Facebook&Instagram&Instagram Get Festive Get Festive With Facebook With Facebook&Instagra
7、m&Instagram Smartly.io:Holiday Season Guide5Planning for Your Target AudiencePlanning Facebook and Instagram campaigns requires a long list of micro-decisions.Before you get sucked into planning your campaign structure and optimi zation strategy,consider your target audience at a high level and how
8、youll speak to them.Savvy advertisers have been reaping the benefits of the Facebook algorithm for years and the“Power 5”is a list of essential tactics to unlock the most performance driven audience strategy you can drive from Facebook.The tactic is“account consolidation”and automatic placements are
9、 among the first to explore with your brand/s to capture low hanging fruit.Going broad is a good general tip,but sometimes you need to segment based on your product or service,your niche,or your marketing objective.This blog post is a good summary of when it makes sense to split your audience.More a
10、nd more,Facebooks API is enabling Smartly.io to build tools like Bid Multipliers and our Segment Asset Customization to allow advertisers to make customizations without losing the media efficiency of going broad.SHOP NOWSmartly.io:Holiday Season Guide6When choosing audiences for your Facebook campai
11、gns,always consider the tradeoff between splitting into various ad sets versus giving Facebook more data to deliver to the right people.The most effective way to reach people whove shown interest in your brand and your existing customers on Facebook is to create a Custom Audience either using Facebo
12、oks Pixel or SDK,for targeting your ads.There are a few different types to choose from:Custom Audiences From ListsYou can upload a customer list as either a CSV or TXT file.The customer list is hashed locally on your browser and then sent to Facebook.You will be able to securely define a custom audi
13、ence that matches your customer list without running into privacy issues.Website Custom Audiences The Facebook Pixel and SDK gather information about your website visitors and app users to build audiences that you can then use to target ads on Facebook,Instagram and Audience Network.To learn more,cl
14、ick here.Smartly.io:Holiday Season Guide7Lookalike AudiencesOnce youve created Custom Audiences on Facebook,you can use them as seed audiences to create Lookalike Audiences.These are new people who are likely to be interested in your business,because they look like your existing customers(similar be
15、havior and interests).Lookalikes are a great way to prospect for new customers.From international lookalike audiences,to value-based lookalikes and lookalike expansion,advertisers should tailor based on the campaigns objectives.To learn more about lookalike audiences,including advanced types only av
16、ailable through API partners,check out our blog here.Broad AudiencesBroad Audiences are great for prospecting new customers.They are used in conjunction with dynamic,feed-based campaigns,just without the retargeting rules.When you choose to run your campaigns with Broad Audiences,Facebooks algorithm
17、 will automatically pick and choose the products from the feed and show them to users who are most likely to convert.Granular TargetingFacebook offers a variety of targeting options from demographic and location-based options to interests and custom audiences.With Smartly.ios Automated Ads solution
18、you can localize your creatives and target the zip codes,cities,or locations your products or services are available in.You can also include interests or custom audiences in the list to more narrowly target products from specific categories to specific people.Smartly.io:Holiday Season Guide8swipe up
19、There has been a drastic shift in the social media space over the past couple years:the evolution of Stories.Consumers now spend more time than ever immersed in Stories.According to Instagrams internal data,500+million accounts use Instagram Stories every day.And,users arent just watching,theyre eng
20、aging in fact,one in five stories gets a direct message from Winning with Mobile-First Creative its viewers.And given that one-third of the most viewed stories come from businesses,the opportunity for retailers is clear:creative compelling video content that is tailored for mobile.So,how do you craf
21、t high-performing Stories?The formula lies in three steps:CREATE FOR CONTEXTThere are numerous decisions that need to be made following best practices to ensure your brand,offer,or product are at the forefront of your consumers attention and context must underpin your message.Decisions such as photo
22、graphic angles,text,animations,sounds,arrangement,and colors all matter and are the core components of how you direct your storytelling.00:12Smartly.io:Holiday Season Guide9To create for context:Involve your creative department or agency early on and focus on the relevancy of your content.Use Storie
23、s capabilities such as:Stickers,Playback control,Swipe up and progress bar.For example,include a progress bar to show before and after transformations when promoting products that have an immediate effect(beauty,makeup,and so on).CRAFT FOR SPACESpace defines the area for your brand to express or com
24、municate the intended message.More space encourages the mind to wander into the realm of creative possibilities your brand/product can benefit from.Instagram and Facebook Stories are excellent to inspire creativity as they go beyond the conventional square to take on the full-screen.Vertical storyte
25、lling will ensure that your creative and content is received with unbroken attention.Craft your space with different layouts within the vertical space:Stacked,Tiled,Heads&Tails,and Split Frame.RE-ARCH FOR TIMEBrands need to think of time as a creative tool to captivate their audience in five seconds
26、 for photos and 15 seconds for video.The challenge is to deliver your message by creating unique and immersive content that will be memorable and thumb-stopping in a temporary timed ecosystem.Time options include:Permanent-through highlights Ephemeral-native story flow Live-timed based on stream dur
27、ationSmartly.io:Holiday Season GuideSuccess StorySephora Goes Beyond(Static)Beauty with VideoChallenge:Scaling Beautiful Video Ads Across Seven CountriesAhead of seasonal Black Friday sales,Sephora SEA wanted to expand advertising assets beyond static images across the Asia Pacific region including
28、Singapore,Malaysia,Thailand,Hong Kong,Philippines,Australia,and New Zealand.Solution:A Custom Video Template for Black FridayIn an effort to capitalize on its existing and readily available 8,500 product images,the Smartly.io Creative Studio helped Sephora design a custom video template for their Bl
29、ack Friday campaign.By attaching their existing product feed to the template,Sephora SEA was able to quickly filter the products that they wanted to feature.Results:Localized,On-Brand VideosWithin a matter of minutes,Sephora obtained more than 40 localized video ads in multiple formats which they us
30、ed on Facebook and Instagram placements in a three-day campaign.10Smartly.io Holiday Season GuidePin to Win Pin to Win During the During the HolidaysHolidaysPin to Win Pin to Win During the During the HolidaysHolidaysPin to Win Pin to Win During the During the HolidaysHolidaysSmartly.io:Holiday Seas
31、on Guide12Pinners Are PlannersPinterest is all about capturing consumer attention during big life moments when their users are looking for new ideas.Smartly.ios solution makes it easy for brands to run hyper-targeted and localized campaigns that dynamically showcase information that Pinterest users
32、are searching for or are close to discovering.This includes real-time pricing,flash promos,copy variations,and even weather-based promos to Pinterests 400+million monthly users.Embracing Pinterest as a performance channel during the holiday season,marketers across verticals can plug in any of their
33、data sources or APIs to deliver more customized promotions that will move the needle during the busiest shopping time of the year.PINNING EARLIER THIS YEARPreviously,Pinterest users started making holiday plans in September.This year,however,Pinterest noticed that consumers started searching and sav
34、ing for the holidays in April five months earlier.According to Pinterest,holiday searches on the platform in April 2020 jumped 77%higher than April 2019.For marketers looking to reach an inspired audience,there is no time to waste.Smartly.io:Holiday Season Guide13WHAT ARE PINNERS PINNING?Not every e
35、arly shopper is looking for the same thing.Pinterest noticed a few audiences are particularly active,including those looking for groceries as they plan their holiday meals.In fact,Pinterest observed a 5x increase in Christmas baking compared to the same time last year.Retail and entertainment indust
36、ries saw similar spikes.There was a 3x increase in Christmas gift ideas compared to the same time last year,and 64%increase in Christmas movies searches.BUILDING THE BEST AUDIENCE OF PINNERSSimilar to what many advertisers started to observe on Facebook 2-3 years ago,going broad with targeting and l
37、etting the Pinterest platform algorithms optimize your delivery works the best.Whenever you can,include a broad audience when creative testing or when activating your prospecting campaigns.When you need to,Pinterest has strong targeting options.For instance,performance is better when using Expanded
38、Targeting with Pinterest ad groups.We do not recommend using Expanded Targeting for keyword-targeted ad groups though,because impressions for search queries can be vastly unrelated to search terms specified in ad groups.When it comes to the split in ad groups,Pinterest best practices dictate having
39、separate ad groups for web vs.mobile(mobile_web,Android,iOS)because about 80%of their traffic comes from mobile.Additionally,desktop eCPMs are more expensive.Other targeting splits are not recommended.Smartly.io:Holiday Season Guide14THE DIFFERENT PIN FORMATSPromoted Static Pins:Appearing as regular
40、 Pins,they appear in someones home feed,category feeds,and relevant search results.These may include shopping ads with in-app purchase,however,its important to note that shopping ads are only available in certain ad markets find out which ones here.Promoted Video Pins:Just like Promoted Static Pins,
41、Promoted Video Pins are visible in the home feed,search results,and the“more like this”section under an individual Pin.Video ads automatically play when they appear in a persons home feed,and viewers can tap on the video to watch it in a larger view,replay it,or activate audio.Offering brand awarene
42、ss,video views,traffic,and conversions campaign objectives,video pin campaigns are an effective way to reach consumers this holiday.These Pins are valuable for brands with traffic and conversion goals driving their campaigns.Smartly.io:Holiday Season Guide15Creative Specs for Static Promoted PinsEYE
43、 CATCHINGPinterest recommends using high-quality vertical images with a 2:3 ratio(ex:1000 x 1500 pixels).Keep in mind that 1:1 square ratio works as well anything longer may be cut off or penalized in the ad auction.Make sure your product or service is front and center of your pin.LOGOAdd your logo
44、on every pin you create,but keep it subtle and avoid the lower right corner which often gets covered up by product icons.Common file extensions only:Images used for Pinterest ads should be in either JPEG or PNG format and cannot exceed 10 MB in size.SHORT AND SWEETTitles can be up to 100 characters
45、long,but keep in mind that only the first 30-35 characters are visible in your ad by default.Choose your words carefully and make that space count.The description can be up to 500 characters;and though it is not shown in all formats,pin descriptions along with board titles do play a role in determin
46、ing pin relevance.As such,its best to prioritize the important information in these fields,as well as in the asset itself.COPY IS QUEENRemember there is no text rule in images on Pinterest,so you can leverage text overlays and the full real estate of the pin!As nothing is set in stone:We recommended
47、 to check the most recent specs on Pinterests website here.Smartly.io:Holiday Season Guide16Creative Specs for Video Promoted PinsVideo content has found its way to users hearts,and it comes as no surprise that it will continue its exponential growth.Video allows brands to tell their stories while e
48、ngaging their audiences.Keep these tips in mind when creating your video pins.START WITH THE MOSTIMPORTANT MESSAGETo capture your audiences attention,start with the most important message.For promoted pins,its best to keep the video between 6-15 seconds.People love to see videos that teach them some
49、thing new or inspire them in their daily lives.DESIGN FOR AUDIO OFF,DELIGHT WITH SOUNDRemember to cater your video pins to two separate audiences:those who watch videos with sound on and those who dont.If the content relies on sound,the risk of losing the non-listening consumers increases exponentia
50、lly.Use subtitles,text CTAs,text overlays,or keywords to complement content to sound and communicate the message to all users.FIRST IMPRESSIONS LASTThink about the first impression you want to give your audience and pick a cover image that reflects it.The cover image shows up in peoples feeds and gi
51、ves a good sense of what to expect from the video.COPY MATTERS EVEN WITHVIDEO PINSAdd clear titles,descriptions,and hashtags that help the discoverability of your video pin.Take your time to create a copy that matches your video content before publishing it.Smartly.io:Holiday Season Guide17Success S
52、toryFabletics and Savage x Fenty Drive Performance During the HolidaysChallenge:Diversifying Marketing Media Mix Across Social ChannelsTechstyle Fashion Group was looking to diversify their marketing media mix across social channels.Having already partnered with Smartly.io to develop a strong presen
53、ce on Facebook and Instagram,the company realized there was a huge opportunity for its brands including Savage x Fenty and Fabletics to tap into new audiences on Pinterest and drive new conversions,specifically to better scale during the holiday season while maintaining their CPA goals.However,Techs
54、tyles brand managers didnt have the bandwidth to execute day-to-day ad-buying operations or scale on a new platform without an optimization strategy.Solution:Smartly.io Automation and Managed ServiceTechStyle partnered with Smartly.ios Managed Service team to build a tailored optimization strategy f
55、or each brand and tested several optimization strategies throughout the quarter,in preparation for hitting their performance goals during the holiday season.The ResultSavage x Fenty saw a 191%increase in new subscribers in Q4 and a 29%reduction in CPA.In addition to Savage x Fenty,Fabletics saw a 28
56、%increase in new subscribers quarterly.18Smartly.io Holiday Season GuideHow to Snap How to Snap to Success to Success How to Snap How to Snap to Success to Success How to Snap How to Snap to Success to Success Most Snapchatters start planning gift purchases and creating wishlists 23 months before Ch
57、ristmas1 Snapchatters purchases peak about a month before Christmas2 Black FridayCyber MondayHolidayNYFThanksgivingDressing kids&pets in seasonal apparelHoliday Cookingor bakingHanukkahChristmasThree Kings DayOCTOBERNOVEMBERDECEMBERJANUARYSmartly.io:Holiday Season GuideSnapchatters Embrace the Holid
58、ays Snapchats highly visual format and loyal audience of 238 million daily active users are drawing more attention from global brands interested in tapping its Millennial and Gen Z audiences.This holiday season,retailers should be looking to the platform to showcase their best holiday gifts accordin
59、g to new research from Snap Inc.,80%of Snapchatters plan their holiday gift giving on Snapchat.And despite COVID-19 concerns,Snapchatters plan to spend 147%more on gifts this year than non-Snapchatters.Holiday Season Timeline Dont forget that shoppers start thinking about the holidays long before th
60、e seasons change.According to a recent analysis showcased on the timeline below,Snap Inc.suggests that two to three months before Christmas is when Snpachatters start planning their gift purchases on the platform.Here are some other milestones to keep in mind:19FASHION HAULBUY NOWSmartly.io:Holiday
61、Season Guide20The power of Snapchat as a marketing tool for retailers is what they call the“Celebration Cycle.”The final purchase isnt the end of the journey,in fact,its the beginning of the cycle that showcases gifts to a broader audience:the users followers.During the holidays,users are sending Sn
62、aps to showcase their new clothes and gadgets,creating new and continuous opportunities for brands to reach new customers and re-start the shopping cycle.With word-of-mouth being one of the most powerful marketing tactics,user generated Snaps can lead to not only a successful Q4 but an impressive Q5
63、(more to come on that later).As consumers are looking to their friends for purchasing decisions,Snapchat is the perfect place for-high impact,earned media.Giving your brand an opportunity to turn one purchase into many.The Party Doesnt Stop this HolidaySmartly.io:Holiday Season Guide21STORY ADS:Stor
64、y Ads allow advertisers capitalize on the effectiveness of Stories and align with the content their audience is already viewing.When a Snapchatter taps on a brands check,they will be able to consume the entirety of the Story Ad.We recommend that advertisers tailor their story based on the target dem
65、ographic by applying age,SLCs,and re-engagement audiences from prior tactics.Targeted Filters are another effective tool for garnering brand advocates,allowing brands to offer users relevant messaging and context during the holidays.Here are some creative best practices to keep in mind:Single Image
66、or Video Ad requirements File type:.mp4,.mov,.jpg,or.png Aspect ratio:9:16 Resolution:1080px x 1920px Length:3-180 seconds Attachments:Website,app,long form video or AR LensBrand,headline,and calls-to-action Brand:Up to 25 characters with spaces Headline:Up to 34 characters with spaces Calls-to-acti
67、on:Select the CTA text.Snapchat applies the visual and places the CTA on the adLearn more about Story Ad Specifications from Snap Inc.here.Snap Ad Formats and Creative Specs Smartly.io:Holiday Season Guide22COLLECTION ADS:Collection Ads are ad types that are specific for commerce and allow brands to
68、 feature a series of products that Snapchatters can tap to get more details.Before making your own,be sure to check out some of these best practices:Thumbnail Specs File Format:Static image only (.jpg or.png)Thumbnail Images:4 square images only Thumbnail File Size:2MB or less for each image Thumbna
69、il Image Size:Equal to or more than 160px by 160pxSingle Image or Video Creative Recommendations Focus on one key hero message Feature a strong and relevant call-to-action for Collection Ads Use purposeful sound design Branding should come in before 0:02 Run short-form ads(i.e.:03-:05 in duration)to
70、 mirror the bite-sized nature of Snaps Keep creative simple to drive attention to the ThumbnailsThumbnail Creative Recommendations Avoid placing critical graphics,logos,messaging,visual indicators or important language in the safe zones(450px)Keep Thumbnails simple and clear Do not feature numerous
71、products within a single thumbnail image Ensure the Product or Visual Element fills the entire Thumbnail Use little or no text in the Thumbnail Utilize different URLs to correspond with each of the Thumbnail images to highlight each unique product or featureLearn more about Collection Ad Specificati
72、ons from Snap Inc.here.Smartly.io:Holiday Season Guide23AUGMENTED REALITY:Lenses are a unique feature on Snapchat that bring augmented reality experiences to your mobile device.Snapchatters have even made AR a natural part of their shopping experience.And around the holiday shopping season,this offe
73、rs brands a way for consumers to interact with their products like never before.According to Snapchat,61%of Snapchatters*would like to virtually hold an item in their hand.Additionally,45%of Snapchatters wish there were more AR experiences for gift-giving and shopping.*(Base:Snapchatters(n=803)24Sma
74、rtly.io Holiday Season GuideOptimize and Optimize and Automate Automate Everything Everything You CanYou CanOptimize and Optimize and Automate Automate Everything Everything You CanYou CanOptimize and Optimize and Automate Automate Everything Everything You CanYou CanSmartly.io:Holiday Season Guide2
75、5When considering anything optimization related,you should ask yourself:What is your true goal?For example,is it driving more sales to your store,more installs to your app,or awareness of your brand?What are the metrics you will use to evaluate performance?Sometimes this may be with Facebook,data;fo
76、r others the metrics lie elsewhere like Google Analytics data,Mobile Measurement Partner data,or in your companys internal measurement system.Always optimize towards your end goal.On Facebook,as long as you reach 50 weekly conversions per ad set,youre setting up your campaign/s up for success becaus
77、e this is enough data for Facebook to“learn”and improve your cost per X.If you are struggling to reach enough weekly conversions,this might mean your audience is too specific and you should consider expanding it.Depending on your marketing funnel,you may also consider optimizing for an action that h
78、appens more often.Choosing the Right Optimization GoalBids and BudgetsMost of the time,less is more.Be mindful of adjusting your bids and budgets throughout the day.Intra-day changes distract the Facebook pacing that aims to deliver your budget optimally during the day.This is why making a lot of ch
79、anges doesnt usually benefit your performance.Smartly.io:Holiday Season Guide26Algorithmic,automated optimization is the way to go.Facebooks Campaign Budget Optimization lets you allocate your budget to the best performing ad sets in real time without affecting the Facebook pacing in a negative way.
80、Smartly.io budget pools let you expand the budget allocation across multiple campaigns.For example,pool together your prospecting cam paigns and find the best efficiencies that will drive new users to your funnel.If your source of truth is data outside Facebook,you can also use Smartly.io Predictive
81、 Budget Allocation to optimize to your true goal based in MMP,LTV,or some other data shared to Smartly via Serve-to-Server.Bid Multipliers:it is no longer necessary to split audiences into different ad sets in order to change your bids.For example,you can combine all of your segments into one ad set
82、 targeting and set bid multipliers of 1 100%for those segments.You get the best of both worlds broader audience to maximize the effectiveness of Facebook delivery algorithms with more data to signal Facebook about the customer segments value.Optimizing on FacebookHOW TO GET THE MOST OUT OF YOUR CAMP
83、AIGN BIDS AND BUDGETS?Bid Higher During the Holidays:During the festive season,CPMs(cost per mille)can increase as much as 50%everyone is looking for a slice of the holiday spend.It isnt enough to have carefully built audiences or on-brand and relevant creatives,you need to bid high enough to reach
84、your consumers.Smartly.io:Holiday Season Guide27SalesBUY NOWThe key is to have both your ad count and ad mix on point:Having multiple ads per ad set allows Facebook to optimize which ad works best for each individual.Including too many creatives is wasteful,since the Facebook delivery algorithm deci
85、des which ads it prefers to show relatively fast.We have seen best success with four to eight ads per ad set live at a time.Mix video with static ads for a positive impact on performance,for example videos in your ad mix alongside your image enables you to also reach users who have a higher probabil
86、ity of interacting with video than static ads.Placement optimization:by choosing automatic placement you will give Facebooks delivery system more room to find the best options for you.It will work to optimize across placements to drive the cheapest cost.12345Optimizing Your Ad MixSmartly.io:Holiday
87、Season Guide28Pinterests conversion optimization is a campaign type that optimizes Promoted Pins for specific consumer actions,instead of just clicks.This allows advertisers to choose conversions as a campaign objective and encourage users to take specific actions like online checkouts,increased sig
88、nups or stronger leads.Similarly,Promoted Video for conversions goals will click into a landing page that houses the advertisers website,as well as a closeup of the video.Managing complex campaigns and measuring results is essential when optimizing for performance.In Smartly.io,advertisers are able
89、to quickly drill down into results on any level cross account to optimize their Pinterest advertising to reach the best results.Optimizing on Pinterest29Smartly.io Holiday Season GuideThe Power The Power of Creative of Creative TestingTestingThe Power The Power of Creative of Creative TestingTesting
90、The Power The Power of Creative of Creative TestingTestingSmartly.io:Holiday Season Guide30To win in todays competitive advertising game,marketers need to understand how to connect with their audiences to drive business results.Creative is the most powerful performance driver,so,how do you know whic
91、h creative component made a difference?To capture consumer attention,brands need to rapidly test and iterate to drill down and find the winning creatives that resonate with their audiences and drive the best performance.Buying journeys are unique to each individual customer,during the holidays perha
92、ps more than ever.Personalization can help you identify elements that drive a difference in your holiday campaigns.Start with gathering all the learnings from last year.Document what worked well and what didnt work as planned.Re-use assets that performed well.Is it possible to challenge the best per
93、forming creative from last year?And,if you cant re-use entirely,can small edits and iterations distinguish them from previous campaigns?Test,Test,Test,and LearnSmartly.io:Holiday Season GuideSuccess StoryUber Freight Leverages Smartly.ios Modular Creative to Drive PerformanceChallenge:Finding the Wi
94、nning CreativesAnother great way to make a splash is experimenting with new ad formats and types,which is exactly what Uber Freight did when looking to drive performance and understand what resonates with audiences.Solution:A variation of unique videos with Smartly.ios Creative Modular ApproachToget
95、her with Smartly.ios Creative Studio team,Uber Freight used Smartly.ios Modular Video Approach and Video Templates tool to produce 25 videos with a unique,targeted intro footage and value proposition,which helped them identify the most relevant ads for each of their audiences.But the real key to suc
96、cess came with the split testing.Using large audiences,Smartly.io helped Uber Freight to run A/B split tests that helped them divide the audience into separate segments and expose each to one ad.Based on the results,the team was able to show that audiences responded to different creatives.The Result
97、These efforts resulted in an 108%increase in CTR,a 43%decrease in CPC,and a 36%decrease in Cost per Sign Up.3132Smartly.io Holiday Season GuideThe The Creative Testing Creative Testing ProcessProcessThe The Creative Testing Creative Testing ProcessProcessThe The Creative Testing Creative Testing Pro
98、cessProcessSmartly.io:Holiday Season Guide33Testing Methodology Testing Methodology OverviewOverviewTesting Methodology Testing Methodology OverviewOverviewTesting Testing Methodology Methodology OverviewOverviewSTEP 1STEP 2Test multiple creative conceptsIterate on the winning conceptsLearnConceptAC
99、onceptAConceptBConceptCConceptCVSVSwinnerwinnerIteration 1Iteration 1Iteration 2Iteration 2Iteration 3Iteration 3STEP 3Creative Report&InsightswinnerwinnerwinnerEnvironmentally FriendlyPrice-consciousSmartly.io:Holiday Season GuideSmartly.io Creative Testing WorkflowTEST MULTIPLE CREATIVE CONCEPTSWe
100、 recommend you to start by testing three to five creative concepts and iterating the winning ones to learn what kind of creative is engaging for your audience.With creative testing,it pays off to be hypothesis-driven.Produce your creatives based on hypotheses that are relevant to your brand.Remember
101、 that your hypothesis should solve business challenges identified when you execute a Gap Analysis,as explained in the previous session.Map the kind of insights you are looking to gain and how those could change your strategy and translate them into multiple creative concepts.STEPSTEP1 1STEPSTEP1 1Co
102、nvenience-driven3411:09WinningCPASmartly.io:Holiday Season Guide35ITERATE ON THE WINNING CONCEPTS Once you nail down which creative approach brings the best results,you should work on iterating specific cre-ative elements to improve your performance continuous-ly.Sometimes small changes,such as the
103、layout or the background color,can have an impact on performance.Elements to consider in your testing plan include alterna-tive calls-to-action,different cuts and lengths,and copy versions.Only test one change at a time to determine what moves the needle.STEPSTEP2 2STEPSTEP2 2Smartly.io:Holiday Seas
104、on Guide36INTERPRET RESULTS AND DOCUMENT THE LEARNINGS If youre running a formal ad study,you can see which ad study cell performed best,assuming you have collected enough data to draw conclusions.There are three possible outcomes:There is a statistically significant difference,there is no statistic
105、ally significant difference,or there is not enough data to draw conclusions.If theres no ad study,look at data in Smartly.ios Pivot Tables to draw conclusions.Evaluate creatives based on the lowest funnel metric you have available(e.g.,high CTR doesnt always equate most conversations).Ensure that yo
106、u separate funnel steps retargeting creatives would almost always have a better CPA.Look at things like copy,call to action,and ad format to understand what resonates.STEPSTEP3 3STEPSTEP3 3Smartly.io:Holiday Season Guide37The Testing MethodologyCreating a creative testing plan and running tests corr
107、ectly provides reliable and actionable results.You can choose from two primary methods of formal ad studies Lift Tests and Split Tests and deciding the right testing methodology is fundamental to achieve the desired outcomes.Lift Test:Execute this type of tests when you have a complex set up or want
108、 to achieve major changes in your creative approach.For example:Testing image vs.image+video Creatives that tap into different audience segments that may engage you at different rates regardless of the adsSplit Test:Use this methodology when you want to inform future creative production processes,or
109、 a default(evergreen)approach for creatives.For example:Localized vs.non-localized creatives User generated content vs studio produced videosTo read more considerations for lift and split testing,click here.38Smartly.io Holiday Season GuideExamples Examples of Elements of Elements to Testto TestExam
110、ples Examples of Elements of Elements to Testto TestExamples Examples of Elements of Elements to Testto TestSmartly.io:Holiday Season Guide39Elements to TestThe opening frame of a videoWhy?They are a good predictor of whether or not a person continues watching.Showing or not showing your brand logoW
111、hy?To inform your overall creative and brand strategy.1 12 21 12 2Video durationWhy?To inform your overall video production strategy.Color palette Why?To inform your overall creative and brand identity and strategy.4 43 34 43 3Call-To-ActionWhy?Tell the audience what you want them to do.Clear call-t
112、o-action tends to improve conversion rates across placements.Seasonality and/or localizationWhy?Seasonal and localized ads might yield better performance than their more generic counterparts.6 65 56 65 540Smartly.io Holiday Season GuideStart 2021 Start 2021 Strong Strong with Q5with Q5Start 2021 Sta
113、rt 2021 Strong Strong with Q5with Q5Start 2021 Start 2021 Strong Strong with Q5with Q5Smartly.io:Holiday Season Guide41We generally define Q5 as the time between the end of December(12/26)to mid-January when people are coming back from holidays,and brands are usually pulling back their budgets.Q5 is
114、 typically a period where consumers are laying low after the holiday splurge.However,people are shopping,just with a slightly different mindset.Gifts such as money and gift cards are now burning a hole in shoppers pockets,consumers are returning to stores to complete exchanges,and many are looking f
115、or purchases that are compatible with their new devices.Consumers are also shopping with“new year,new me”in mind,opening a plethora of opportunities for brands.On top of that,competition in Q5 is much lower than Q4,so making a splash is much easier.Q5-New Year,New MeSmartly.io:Holiday Season Guide42
116、As retailers begin to prepare for this unique opportunity post-holidays,heres how to capitalize on Q5:Get Ahead of Q5The earlier you prepare and get into the market for Q5,the better off youll be.In past years,we have seen a CPM decline closer to Christmas(when shipping cut-offs hit)and continue to
117、decline until early January.Additionally,the earlier you enter the market with specific initiatives and language,the more open the marketplace will be for you and your products.Speak Your Customers Language As expected,Q5 shoppers have different motivations than in Q4 when they were holiday shopping
118、 for friends and family.The beginning of the year is all about personal growth and aspirations,and shoppers are looking for themselves.For instance,New Years resolutions are extremely top of mind.Remember that consumers may be more receptive to motivational language and reaching their goals when loo
119、king to own the market.Go All in on SalesWhile the motivation for shopping may be different,keep in mind that preferences and strategies to lower the barrier to entry are still the same(sales!free shipping!).In this case of Q5 and personal growth,consumers are more tuned into making impulse or quick
120、er decisions that could help them on their path.Try techniques like free or$1 first-month on subscription,discounts on bundling,or trial products to hook the consumer.Smartly.io:Holiday Season GuideSuccess StoryThirdLove Increased Q5 Sales with Beautifully Effective AdsThirdLove was looking to scale
121、 up new customer acquisition,while maintaining the same CPA level and without adding manual work.The brand was running both prospecting and retargeting campaigns and was using different CPA targets for each step in the funnel.ThirdLove took a unified approach to optimize their budgets across each st
122、age of the funnel.With Smartly.ios Budget Pools(and Facebooks Campaign Budget Optimization),ThirdLove was able to sleep a bit easier(literally and figuratively),as there was no longer a need for them to manually adjust budgets throughout the week.On average,this saved them one day a week,which they
123、normally would have spent on their daily manual budget optimization routine.43Smartly.io:Holiday Season Guide44Why Partner With Smartly.io?Smartly.io automates every step of your social advertising to unlock greater performance and creativity.We combine creative automation,ad operations,and outstand
124、ing customer service to help 600+brands scaletheir results not headcount.INNOVATE FASTERAccess whats new before the competition.MEASURABLE RESULTS AT SCALEWatch your ROI soar.EFFICIENCY THROUGH AUTOMATIONWave goodbye to manual work.EXTENSION OF YOUR TEAMNo tickets or waiting.We answer and solve fast
125、.CREATIVE AUTOMATION AND SERVICESPersonalized ads,better business.44Why PartnerWhy PartnerSmartly.io:Holiday Season GuideSmartly.io:Holiday Season Guide45Click here for a demo of our platform or speak with your Customer Success Manager.Ready to Get Ready to Get Started with Started with Smartly.io?Smartly.io?Ready to Get Ready to Get Started with Started with Smartly.io?Smartly.io?Ready to Get Ready to Get Started with Started with Smartly.io?Smartly.io?