Revolutionizing creativity for optimal performance

Skip Wilson, CEO of Draft Advertising, delves into transforming advertising performance. While award-winning creative can be visually impressive, effectiveness is the key measure. An ad's success hinges on its ability to move the customer towards a specific action, such as visiting a landing page. Ultimately, even an "ugly" ad can be successful if it achieves the desired outcome. Today, Skip discusses revolutionizing creativity for optimal performance.
About the speaker

Skip Wilson

Draft Advertising

- Draft Advertising

Skip Wilson is CEO at Draft Advertising

Show Notes

  • 01:23
    Revolutionizing creative for optimal ad performance
    Draft Media prioritizes performance creative, focusing on direct response ads designed to achieve a specific goal. This approach moves audiences a step closer to a desired action through targeted messaging and design.
  • 02:38
    Leveraging A/B testing insights for ad campaign optimization
    Assessing creative effectiveness based on its ability to move audiences closer to desired actions is paramount. While A/B testing and experimentation are common in campaigns, companies arent using those learnings to optimize campaigns.
  • 05:05
    Metrics for assessing advertising campaign performance
    Key metrics to assess campaign performance include click-through rate, website conversion rate, and time on site. A 1% CTR from your ad is a good benchmark, while website conversion should ideally range from 5% to 10%, with some variation depending on your industry.
  • 07:34
    Return on ad spend benchmarks for campaign success
    Campaigns below three times return on ad spend are not recommended. However, for most industries, a five to eight times return on ad spend is achievable.
  • 08:17
    Factors influencing programmatic click
    Programmatic click-through rates, at 0.1%, are being impacted by better targeting capabilities and ad blockers. While these factors can be negative when trying to reach a highly technical audience, they can be positive when targeting a general audience with an ad
  • 09:17
    First party data collection and potential pitfalls
    Due to Googles cookie deprecation, companies must increase their first-party data collection efforts. An increase in ineffective marketing tactics like white papers and forms is anticipated, despite growing consumer frustration with these methods.
  • 10:34
    Working with Draft Advertising
    Draft Advertisings ideal clients are creative agencies, web design agencies, and fractional CMOs. To get in touch, visit their website, enter your contact information, and theyll create a customized plan for you at no charge.

Quotes

  • "A/B testing is usually part of a campaign, but decisions are rarely made based on those. That's why things aren't better in month three than they were in month one, because those learnings weren't used in the campaign." - Skip Wilson

  • "If your ad is getting about 1% of the people it touches to your website, that's pretty good. Your website in general should be converting at five to 10%." - Skip Wilson

  • "We don't recommend a campaign that has less than a three times ROAS because there's no point in doing it. In most industries, you should be able to get closer to a five to eight times ROAS." - Skip Wilson

  • "For landing pages, look at time on site. Make sure that it's above 30 seconds. If it's below 30 seconds, you're probably getting a lot of like junk traffic and bad traffic." - Skip Wilson

  • "Because of Google killing the cookie, everyone should be trying to collect first-party data. If I was the CMO of a company, Id be hyper-focused on ensuring I get as much data on our own customer base as possible." - Skip Wilson

About the speaker

Skip Wilson

Draft Advertising

- Draft Advertising

Skip Wilson is CEO at Draft Advertising

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