Display Ad Optimization: How to lower your CPA consistently with the right copy and imagery
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The document discusses display ad optimization strategies to lower cost per acquisition (CPA) through effective copy and imagery. Flint McGlaughlin outlines three key tasks for optimizing ads: attracting attention, generating interest, and asking for clicks, employing a heuristic approach. Additionally, it presents case studies showcasing successful ad tests and emphasizes the importance of audience selection and engagement metrics in Facebook ad campaigns.
Display Ad Optimization: How to lower your CPA consistently with the right copy and imagery
- 1. Display Ad Optimization: How to lower your CPA consistently with the right copy and imagery Flint McGlaughlin Managing Director MECLABS Institute
- 2. MECLABS pioneered the industry, defining the primary standards for scientific testing in conversion marketing and teaching at Adobe, Microsoft, Google, Harvard, Cambridge, Oxford and many others. We have invested $138 million in research partnerships with groups like Google, Amazon, Verizon as well as small startups 20,000+ sale path experiments 1 billion tested emails 500,000 executive interviews 2,200 brand-side case studies 36,980 companies benchmarked
- 3. Facebook Ad Testing Background Considerations, constraints, and collateral Collateral Options In the interest of time, we are limiting ourselves to current imagery and video 4 Audience Selection We will be using a 1% US look-alike audience created from MECLABS active subscribers 1 Ad Formats We will only be using the image and/or video ad formats 3 Character Limits Facebook has several character limitations 2 Message 90 characters Link HL 25 characters Caption 30 characters CTA Options limited by FB Link Desc. 30 characters
- 4. What if you had a methodology that could help you consistently lower your cost per acquisition (CPA) just by changing the copy and images in your ads? In this YouTube Live replay, Flint McGlaughlin dissects a simple heuristic that the MECLABS team uses to optimize the messaging in display ads. He uses the heuristic to achieve three tasks: 1) Attract attention, 2) generate interest, and 3) ask for the click. (Remember, the goal of an effective banner ad is NOT to make a sale, but to get a click.) Watch the video to learn how to optimize your ads and lower your CPA consistently. WATCH THE VIDEO NOW
- 6. Background: Medical company offering minimally invasive back surgery for pain relief Goal: To decrease CPA for a campaign in the Google Display Network Primary research question: Which ad messaging approach will produce the lowest CPA? Approach: A/B multi-factorial split test Test Protocol: TP4061 Experiment ID: North American Spine Micro Incision Test Location: MECLABS Research Library
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- 8. How can we consistently optimize the messaging of our display ads?
- 9. The goal of an effective banner ad is to get a qualified click. To get a qualified click a banner must powerfully accomplish 3 key objectives: • Attract Attention (at) • Generate Interest (i) • Ask for the Click (as) ea = 2at + i + as ©
- 11. Objective 1: Attract Attention ea = 2at + i + as ©
- 12. i9 presentation to Joe Smith12 THE FIVE Key Elements for Attracting Attention in a Banner Ad Attracting attention is a relative differential. To affect this differential, we can change five elements of our ad: 1. Size 2. Shape 3. Color 4. Motion 5. Position
- 13. i9 presentation to Joe Smith13 The ad dominates most of the page Size
- 14. i9 presentation to Joe Smith14 The cloud shape contrasts with the square design of the rest of the page. Shape
- 15. i9 presentation to Joe Smith15 The orange color of the ads contrast with the rest of the page. Color
- 16. i9 presentation to Joe Smith16 The banner uses eye-catching animation to draw attention. Motion
- 17. i9 presentation to Joe Smith17 The ads are positioned in the eye path with a lineup of editorial content Position
- 18. Objective 2: Generate Interest ea = 2at + i + as ©
- 19. i9 presentation to Joe Smith19 THREE Key Points for Generating Interest in a Banner Ad Generating interest in a banner ad is largely a function of creating a derivative value proposition from the value proposition of the overall offer. Every ad must answer the question, “If I am the ideal customer, why should I click on this ad rather than take another action?” You can measure the level of interest for a banner ad in the same way you would measure the force of a value proposition: • Appeal • Exclusivity • Credibility • Clarity
- 20. Background: The company sells language learning products for people who need to learn a language fast. Goal: To increase conversion rate Primary research question: Which banner ad will generate the highest purchase rate? Approach: A/B multi-factorial split test Test Protocol: TP1685 Experiment ID: Pimsleur Language Learning Solutions Location: MECLABS Research Library
- 21. i9 presentation to Joe Smith21 Control Treatment 1 Treatment 2 Treatment 3 All four of these banners represent the kind of tone that was standard in their online banner approach But how effective is this sales- driven, hype- toned approach?
- 22. i9 presentation to Joe Smith22 Treatment 4 • The team designed a final treatment that took a direct approach and clearly stated the value proposition, “See how Dr. Paul Pimsleur Discovered You can Trick your Brain to Learn a Language in 10 Days” • We included an image of the video as well as some credibility indicators. 22 113% Purchase Rate
- 23. Objective 3: Ask for the Click ea = 2at + i + as ©
- 24. i9 presentation to Joe Smith24 FOUR Key Points for Optimizing the Force of the Ask 1. The banner’s ask is the main CTA for the ad. There are four key points to consider when optimizing the CTA. 2. The category of the ask • Implied • Direct 3. The incremental decision level of the viewer 4. The tone of the ask 5. The level of authentic urgency
- 25. i9 presentation to Joe Smith25 Control Treatment By clearly creating a call- to-action that didn’t ask for too much too soon, the treatment generated a 92% increase. 92% Application Rate
- 26. i9 presentation to Joe Smith26 Background: Popular automotive magazine, Car & Driver sought to increase the total visits to their Car Buying Guide. Goal: To increase number Car Buying Guide visitors Primary research question: Which banner will generate the most Buying Guide visits Approach: A/B multi-factorial split test Experiment ID: Car & Driver Buying Guide Test Location: MECLABS Research Library
- 27. i9 presentation to Joe Smith27 Control Treatment 74% Clickthrough Rate
- 29. Facebook Ad Testing Background Considerations, constraints, and collateral Collateral Options In the interest of time, we are limiting ourselves to current imagery and video 4 Audience Selection We will be using a 1% US look-alike audience created from MECLABS active subscribers 1 Ad Formats We will only be using the image and/or video ad formats 3 Character Limits Facebook has several character limitations 2 Message 90 characters Link HL 25 characters Caption 30 characters CTA Options limited by FB Link Desc. 30 characters
- 36. Engagement rate ranking explains how your ad's expected engagement rate compared to ads competing for the same audience. The expected engagement rate calculates the likelihood that a person will click, react to, comment on, share or expand an ad. Conversion rate ranking explains how your ad's expected conversion rate compared to ads with the same optimization goal competing for the same audience. The expected conversion rate calculates the likelihood that a person who viewed your ad will complete your optimization goal. Source: Facebook
- 37. According to Social Media Examiner… When you create a video ad, you’re able to add a headline and a call-to-action button, but both of those features very clearly mark your ad as an ad. You’ll often see better results when you omit them. To do this, it’s best to publish your video to your Facebook page and then use that post to create an ad, instead of creating a video ad within Ads Manager. Navigate to your ad within Ads Manager, highlight it, and click on Edit. Then click Use Existing Post instead of Create Ad. Source: https://www.socialmediaexaminer.com/improve- facebook-ads-relevance-score/