Andrew Faris asserts that many ecommerce brands are simultaneously overspending and underspending on ad creative. He argues that businesses either invest too heavily in inefficient, low-performing creative or spend too little, leading to missed opportunities and suboptimal results. Faris provides tactical advice for optimizing creative spend to drive growth.
Key takeaways
Audit your current creative budget to identify inefficiencies and reallocate funds to high-potential areas.
Implement a rapid testing methodology for ad creatives to quickly identify winning concepts and scale them.
Invest in a diverse portfolio of creative types, including UGC, polished studio assets, and lo-fi concepts, to appeal to different audience segments.
Continuously analyze creative performance data beyond ROAS, considering metrics like click-through rate and engagement to inform future creative strategies.
Don't be afraid to kill underperforming creatives quickly, regardless of the initial investment, to avoid budget waste.
There are parts of your process for generating new ad creative that are time-consuming and, therefore, expensive.
Good. That's how it should be. But not for everything.
To build better performing creative in a more cost effective way, you need to understand the differences between which parts should be which.
On this episode of the podcast, I'm explaining exactly how to do that.
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AFP EPISODES REFERENCED IN THIS EPISODE
• "Taylor Holiday Interrogates My Bad Business Decisions" (Apple, Spotify)
• "To Make Higher Performing Ads, Know What Your Customers REALLY Want (With Sarah Levinger)" (Apple, Spotify)
• "Jess Bachman Lights Creative Strategy On Fire" (<a href="https://podcasts.apple.com/us/podcast/jess-bachman-lights-creative-strategy-on-fire/id164669
What does this episode say about paid acquisition?
Audit your current creative budget to identify inefficiencies and reallocate funds to high-potential areas.
What does this episode say about dtc strategy?
Implement a rapid testing methodology for ad creatives to quickly identify winning concepts and scale them.
What does this episode say about brand & content?
Invest in a diverse portfolio of creative types, including UGC, polished studio assets, and lo-fi concepts, to appeal to different audience segments.
What does this episode say about analytics & attribution?
Continuously analyze creative performance data beyond ROAS, considering metrics like click-through rate and engagement to inform future creative strategies.
What does this episode say about paid acquisition?
Don't be afraid to kill underperforming creatives quickly, regardless of the initial investment, to avoid budget waste.
