¶ Ad Copy Analysis
Ad copy analysis in Creative Insights involves examining text attributes to optimize advertisement performance. Metrics such as Click-Through Rates (CTR), Conversion Rates (CVR), and Cost per Acquisition (CAC) provide insights into how various ad text elements influence viewer responses and engagement. Adjustments in theme, style, or length based on these insights can lead to significantly improved performance and achieve targeted outcomes more effectively.
¶ Select Optimization Event
You can select specific events (such as purchases, sign-ups, etc.) against which to measure ad performance. This allows for tailored analysis and optimization towards achieving specific business objectives.
¶ Primary Text Theme Analysis
This section examines how different thematic elements in the ad’s primary text influence overall performance. Themes might include promotional offers, product descriptions, or lifestyle appeals.
Insights example: Ads with 'Weekly Meal Kit' theme (0.78%) have 'Moderate' performance with moderate CAC ($314.82), low CTR (0.49%), and moderate CVR (1.1%).
What This Means: This insight suggests that ad themes centered around "Weekly Meal Kit" are moderately effective in converting interests to actions, albeit at a moderate cost and with less initial user engagement (low CTR). The moderate CVR indicates a fair conversion from the clicks it receives. The low engagement rate (CTR) might indicate the need for more compelling ad content or visuals to entice clicks.
In the Bar Chart, you can evaluate different metrics against the average spend for ads featuring various primary text theme.
¶ Primary Text Style Analysis
This section displays the performance based on the stylistic approach of the text, such as testimonials, emojis, question answers, etc.
Insight Example: Ads with 'Website' style (2.49%) have 'Moderate' performance with moderate CAC ($216.73), low CTR (0.31%), and moderate CVR (1.89%).
What This Means: The insight points to ads that focus on 'Website' style contents aren't highly engaging to users as indicated by their low CTR. However, those who do click show a relatively better conversion rate (moderate CVR). This could suggest that the ‘Website’ style ads are targeted well or relevant to those who interact with them, though they could be made more attractive to increase initial clicks.
¶ Primary Text Length Analysis
This section evaluates how the length of text within an ad impacts its performance, considering short, medium, and long text lengths.
Insight Example: 1 ad with text length between 250 - 300 characters (high spend: 2.87%) has 'Moderate' performance with moderate CAC ($234.74), moderate CTR (0.67%), and moderate CVR (1.59%).
What This Means: This analysis reveals that ads with text lengths between 250 - 300 characters are moderately engaging and cost-effective at turning views into actions. The spend percentage indicates significant investment in this text length category, suggesting that this length might be strategically chosen. Moderate CTR and CVR suggest a balanced approach but point towards the possibility of optimizing the text to either entice more clicks or convert a higher percentage of these clicks into actions.