A recent Nielsen survey found that 47% of a brand’s sales lift from advertising came from the creative. With Facebook’s push towards automation, creative poses the largest opportunity for performance and growth. Whether it’s best practice ad copy or image and video design, finding the creative combination that works best for the goal at hand will help improve campaign and media spend efficiency. Hear from our experts as we unpack what we’ve learned from regularly testing, measuring, and refreshing client’s creative like e.l.f., Bare Necessities and Ownable to drive incremental performance. Learn how to gather data to optimize and inform your creative strategy across your social campaigns.

1. Name of Presentation
Subtitle goes here if necessary
5 Things We Learned From Testing Ad
Creative Across Paid Social Channels
Best Practice for Instagram, Facebook, Snapchat and Pinterest

2. ● Session recording and slides will be sent out
● Log back in anytime with the same link
● Resources available as handouts
Eyebrow Text
Today’s Logistics
Persephanie Arellano
Webinar Coordinator
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3. Today’s Speakers
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Kelsey Miller
Paid Social Strategist
David Lee
Founder & CEO

4. Agenda
Creative best practices across paid social platforms
Paid Social creative testing best practices
Why brands should invest in testing ad creative
Five learnings from testing creative across paid social
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5. Why invest in testing creative?
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6. Facebook's ad auctions are designed to maximize both advertiser
and user value. If your creative isn’t resonating with audiences,
Facebook will be more likely to prioritize ads from other brands that
are generating relevant positive engagement.
Average Paid Social Spend will Continue to Increase
eMarketer projects Facebook and Instagram spend
to increase 23.5% from 2018
This will bring total worldwide ad revenue to $67.25 billion USD.
Spend in the United States specifically is projected to rise 20.6%
from 2018.
Source: https://on.emarketer.com/rs/867-SLG-901/images/eMarketer_Report_US_Social_Media_Trends_2019.pdf 6

7. According to a recent Nielsen study, the quality of ad creative
directly impacts a brand’s ROI on social channels. When it comes
to performance, creative is one of the largest drivers of success.
Why Does Good Creative Matter?
47% of a brands’ sales lift from social advertising
can be attributed to the quality of the creative
47%
Source: https://www.nielsen.com/us/en/insights/article/2017/when-it-comes-to-advertising-effectiveness-what-is-key/ 7

8. Facebook's ad auctions are designed to maximize both advertiser
and user value. If your creative isn’t resonating with audiences,
Facebook will be more likely to prioritize ads from other brands that
are generating relevant positive engagement.
Why Does Good Creative Matter?
Creative impacts your ad delivery
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9. “Advertisers will give up hypertargeting for a hyperfocus
on creative”
Brands need to design with conversions in mind if they
want to stand out from millions of creative agencies and
competitors
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10. Tell Better Stories.
Faster.
• Start with one video optimized for mobile
• Combine it with a list of audio book titles
Hundreds or thousands of versions of
your advertisement, one for each product
in your catalog.
A relevant video for each of your diverse
audiences.
The Result

11. Tell Better Stories.
Faster.
• Start with one video optimized for mobile
• Combine it with a list of merchant locations
Hundreds or thousands of versions of your
advertisement, one for each product in your
catalog.
A relevant video for each of your diverse
audiences.
The Result

12. Tell Better Stories.
Faster.
Hundreds of videos, automatically, in minutes.
Tell Better Stories.
Faster.

13. Tell Better Stories.
Faster.
Hundreds of videos, automatically, in minutes.
Tell Better Stories.
Faster.

14. Tell Better Stories.
Faster.
Hundreds of videos, automatically, in minutes.
Tell Better Stories.
Faster.

15. 15
Creative Best Practices
Facebook, Instagram, Snapchat, Pinterest & emerging platforms

16. 16
DESIGN WITH A PLATFORM FOCUS

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Creative Best Practices
One size does NOT fit all for social creative
NEWS FEEDS
Ensure promotions
are communicated in
the image/video
Keep all text to less
than 20% to prevent
reduced delivery
Reiterate primary
CTA in headline copy
STORIES
Start with your key
message & branding
Use fast-paced
narratives
Experiment with text
overlays, stickers and
polling
Showcase your hero
message in a 3-5 sec
vertical Snap Ads
Develop curated
collections with Snap
Story ads comprised
3-20 swipeable panels
Utilize informative text
overlays that showcase
product benefits or
styling.
Focus on seasonally
relevant messaging;
avoid sale-oriented
messaging.

18. AWARENESS
CONSIDERATION
CONVERSION
Efficient video views &
Brand Study Questions
Cost per New Users or
Cost per Add to Cart
ROAS
KPI
Showcase widest range of products
while highlighting differentiating brand
qualities
CREATIVE RECOMMENDATIONS
Implement a copy and image testing;
Showcase priority products & promotions
Lean into dynamic ad products to serve
most relevant products; Promo heavy
messaging
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Planning Throughout the Funnel
Creative Best Practices

19. 19
Creative Best Practices
Drive Awareness:
Instant Experience
AWARENESS
CONSIDERATION
CONVERSION
⃞ Include a variety of elements in your canvas (360° video,
shoppable carousels, animations, etc…)
⃞ Open with a compelling video to encourage further
exploration
⃞ Integrate CTAs and buttons throughout linking to
product or category pages
⃞ Include arrows or textual cues to guide users throughout
the canvas
⃞ Align the canvas template to your business objective
Create a microsite for users to
explore product categories all
without leaving Facebook

20. 20
Creative Best Practices
Drive Consideration:
Story Ads
AWARENESS
CONSIDERATION
CONVERSION
⃞ Open with your product/brand
⃞ Keep attention by utilizing fast-pace video
⃞ Utilize succinct text overlays; experiment
with poll and sticker overlays
⃞ Make your opening seconds count (~80% of
users drop off after 2 secs)
Polling is now supported
within paid Instagram
Stories
Tinuiti testing has found that stories
including polls drive a 10% higher CPM
but a 17% lower CPA
Instagram Story best
practices:

21. 21
Creative Best Practices
Drive Sales:
Dynamic Ads
AWARENESS
CONSIDERATION
CONVERSION
Collections
Select an engaging GIF or
video to introduce
products
Prominently showcase any
promotions within the
hero video
Curate product sets for
upcoming promotions
DPA Carousels
Consider tailoring context
cards to showcase new
arrivals or best selling
product sets
Test new body copy on a
biweekly to monthly
cadence to combat
creative fatigue

22. Drive Sales:
Dynamic Ads
AWARENESS
CONSIDERATION
CONVERSION
DPA Carousels
Test new ad copy and
assets within your leading
video for next-level results.
This battles ad fatigue, and
with testing you can
multiply your performance.
Creative Best Practices

23. Tell Better Stories.
Faster.
Make changes on the fly, without going
back to your designer
Tell Better Stories.
Faster.

24. Tell Better Stories.
Faster.
Make changes on the fly, without going
back to your designer
Tell Better Stories.
Faster.

25. Tell Better Stories.
Faster.
Make changes on the fly, without going
back to your designer
Tell Better Stories.
Faster.

26. 26
Creative Testing Best Practices

27. Seasonal
vs.
Evergreen
messaging
Creative Testing Best Practices
Align on KPIs & Prioritize Learnings
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Establish Testing Goals
1. Creative testing often involves a
tradeoff between gaining creative
learnings and maximizing
performance efficiencies.
2. Before beginning testing, align on
acceptable performance minimums.
3. Align creative testing KPIs with your
brand’s business objectives, i.e.
benchmark upper funnel videos
against brand lift & benchmark
lower-funnel promotional testing
against Cost Per Purchase or ROAS.
Rank Your Desired Creative Learnings
Set the stage for success by first creating a list of desired creative learnings. Loop
in creative development teams to understand their biggest questions in content
creation.
Begin by testing larger elements and then move to more granular elements.
Incorporate previous creative learnings as you continue to test
Product
vs.
Lifestyle
Imagery
Percentage
Off Promotion
vs.
Price Point
Messaging
Sale listed in
Body Copy
vs.
Sale listed in
Headline Copy
1
2
3

28. Creative Testing Best Practices
Campaign
Ad Set Ad Set
Ad AdAd Ad
Optimize on conversion event
Separate by tactic, i.e.,
Retargeting or Prospecting
Audience Cleanliness
Ensure limited overlap amongst
ad sets
Limit creative tests
Use “Single Variable” testing,
i.e., overlay vs no overlay
Best Practice
Use a Simplified Account Structure
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29. Fail Fast with ‘Single Variable Testing’
Single variable A/B testing to
truly understand what works
on ALL creative
REVIEW VS.
NO REVIEW
Creative Testing Best Practices
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30. Creative Testing Best Practices
Leverage Facebook’s Test & Learn Dashboard
Run Self-Serve Brand Lift Tests
Understand incremental
conversions from
Facebook/Instagram ads
A|B Test Audiences & Creative
Messages
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31. 31
5 Things We’ve Learned from Testing Paid Social
Creative

32. Learnings from Creative Testing
Prioritize Development of GIFs & Video Assets
32
Have an offer?
Make it Pop!
THE TEST:
What ad types (static, long-form video or
GIFs) drive the highest CVR & revenue?
THE RESULT:
The Tinuiti-created GIF ads drove top
performance during Ownable’s promotion.
The GIFs highlighted the offers, but keep
the product and brand up-front and clear.
17%
Spend Increase
26%
More Revenue
45%
Higher CVR

33. Learnings from Creative Testing
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Slight and subtle
motion improves
performance.
THE TEST:
Is the return from motion assets worth the
creative development?
THE RESULT:
Tinuiti’s creative & social teams collaborated
to transform Bare Necessities static assets
into GIFs.The new ads’ subtle movement
caught users attention in the feed and lead to
higher website traffic and revenue.
2x
Spend increase
33%
Higher ROAS
9%
Higher CTR
Prioritize Development of GIFs & Video Assets

34. Learnings from Creative Testing
Utilize Fast Pace Messaging & Concise Text on Snap
34
Capture user
attention in 6 secs
THE TEST:
Strayer University aimed to understand the
ideal messaging length & pace across
Snapchat (6 sec vs. 15 sec)
THE RESULT:
The faster paced 6sec Snap Ad drove
higher and more efficient engagement. The
winning ad showcased the value prop
within the first 2 seconds and utilized more
concise text overlays.
50%
lower
CPE
32%
Higher
CTR

35. Learnings from Creative Testing
Leverage Customer Reviews in Creative
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Include review emojis
within headline copy
THE TEST:
How does mentioning onsite customer
reviews within post headlines impact
performance?
THE RESULT:
Including customer reviews within the post
copy drove more efficient site traffic and
purchases than the top-performing evergreen
headlines.
26%
Lower CPC
19%
Higher CTR
110%
Higher
ROAS

36. Learnings from Creative Testing
Lean into Shoppable Collection Units
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Encourage product
exploration & drive sales
THE TEST:
Do Link Page Post ads or Collection Ads
drive higher return for sale periods?
THE RESULT:
Collection ads dynamically pulling in
products dramatically outperformed link
page posts. The “sell products” collection
layout encouraged category exploration
and increased purchase conversion rates.
67%
Higher
CTR
51%
Higher
ROAS

37. Learnings from Creative Testing
Prominently Showcase Products in Pins
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Drive site traffic & sales
by featuring close-up
product shots
THE TEST:
Do brand campaign shots or product
focused pins drive the highest website
traffic and return?
THE RESULT:
Product focused pins outperformed across
Pinterest. Close-up product shots
encouraged off-site clicks at a higher rate
than featuring the products on an
influencer.
81%
Lower CPC
125%
Higher CTR
154%
Higher
ROAS

38. Key Takeaways
Establish the testing goals and prioritize your desired
creative learnings
Use a simplified account structure when testing to keep
test learnings as clean as possible
Tailor creative development to each platform’s best
practices - one size does not fit all
Consistently Test! Platform capabilities and best practices
are constantly evolving

39. Schedule Your 1:1
Strategy Evaluation

40. Live Q&A
Kelsey Miller
Paid Social Strategist
David Lee
Founder & CEO
40

41. Webinar Calendar

42. Upcoming Webinars
1. December 5: 2019 Amazon Recap: Ad Console & Operational Updates to Apply in 2020
2. December 12: Stay Ahead in 2020: Advertising on the Growing Walmart Marketplace
3. December 17 & 18 2020 Digital Performance Marketing Panels: The Future of Amazon, Social Media,
Email Marketing, and Paid Search
tinuiti.com/content/

43. THANK YOU!