Jonathan Becker: evaluation

Transcript context

…And the URL to point people to, and then we'll do the rest. Yeah. I don't know if that's a great idea for consumers, by the way. But in the meantime, there's certain things that have just been fully automated. In the context of creative, it's still one of these things that for now is not auto-generated in the world of AI and all the changes that we're seeing. Maybe that's something that will change. But for now, essentially creative directors and their teams are concepting and producing different types of assets. And so there's a bunch of problems that we typically see when people come to us. So number one, performance marketing and brand marketing in a lot of organizations are two different things. And the designers that occupy brand teams bandwidth and whatnot often don't have a sense of how paid acquisition works. And so one of the pitfalls of working with certain companies or the mistake that they make is the design team will hand off a file full of random assets for paid acquisition without any sense of how the channel works. And what I mean by that is these days we're using the analogy, the classic analogy of the funnel to organize our thinking around creative assets. So you can think about this as generating intent at the top of funnel and capturing intent at the bottom of the funnel. When I think about an experience that I want a consumer to have on Facebook, audience targeting and creative, I think about us beginning a conversation at the top of funnel creatively with an audience, having that conversation change as we say different things, and the audience that we're targeting ultimately graduates through different behaviors on our website from one to another, and then ultimately it resulting in an end to the conversation where they take an action hopefully that the brand that we're working with is looking for. And so there's a clear beginning, middle and end to that. And one of the major pitfalls that we see is that certain brands just dump one homogenous message into all of their targeting. You see the same ad over and over again. It creates banner blindness and it's a total lack of efficiency. The antidote to that is to have resources dedicated to paid and essentially iterate upon the creative assets themselves based on the data that we see coming from ad sets and campaigns in various channels. And so what that means is that you have to experiment. You have to take a bit of a scientific approach, although it's a bit of an art and a bit of a science. You have to try and isolate variables, maintain similar conditions across targeting, and then determine which style and feature of an ad performs best at which stage of the funnel versus which audience. And the results that we see are dramatically different from brand to brand. But if you are not undertaking rigorous testing in conjunction with how you are driving the iteration and design of your ads, then you will not make progress essentially. Is there a specific example that comes to mind here as something we did that just dramatically changed the impact of a change to a creative? Or if you can't think of one, are there just specific tactics that you can suggest for people to improve the way they approach creatives?…

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