Creative System For Doubling Scale and ROAS

5 Creative Loops

1. Analysis to Decision
2. Decision to Development
3. Development to Approval
4. Approval to Launch
5. Launch to Analysis

Outline

1. Analysis
   • Views
     • Ad reporting analysis
     • Custom columns
   • Metrics
     • Core 5
       1. Spend
       2. Revenue
       3. ROAS (return on ad spend)
       4. CPA (cost per acquisition)
       5. Average order value (AOV)
     • Creative 5
       1. CPM (cost per 1000 impressions)
       2. CTR (all)
       3. CTR (link)
       4. Click to add to cart rate
       5. Click to sale rate
2. Decide on what to develop
   • 8 ad types + how to choose
     1. Single product
     2. Product collection
     3. Testimonial
     4. Story telling
     5. Unboxing
     6. Demonstration
     7. Stock videos
     8. Animated/illustrated
   • New assets required (post production only vs. shooting)
   • Marginal test vs. radical tests
     • More of what's working or something new
3. Develop Ad
   • Who
     • Creator of the brief
     • The editor
     • Approval
   • Avatar development stack
4. Approval
   • Brand guidelines
   • Limits / compliance / best practices
   • Urgency / speed
   • Depth of feedback
   • Progress vs. perfection
5. Launch
   • Testing methodology (give example)
   • Back to core 5 and creative 5
   • Testing period
   • Decisions to scale, cut or maintain
   • Taking creatives from testing campaigns to scaling campaigns
   • Launch calendar