Why creative is the biggest driver of ad ROI

With so much content out there, yours needs to stand out and last in your audience’s memory. This all comes down to two factors - creativity and originality. This is particularly true for social media advertising. In a recent Facebook Marketing event, ‘creative’ was revealed to be the best way to improve the performance of a social media campaign.

Creative ads that are more memorable for your audience are also more likely to get shared organically, which can in turn have the positive effect of reducing your need for further ad spend.

But the ball doesn’t stop rolling there…

Producing great creative content is fruitless if it’s put in front of the wrong audience. Similarly, putting great creative to the right audience but at the wrong time also won’t have the desired effect.

Great, and effective, creative content can’t be produced without the help of insights. One way this can be achieved through A/B testing.

A/B testing will enable you to get honest opinions on your content from your target audience. You can then use these opinions to optimize your content so that it truly resonates.

You can check out our blog on conducting an A/B test here.

Don’t make the mistake of assuming that creativity is just the responsibility of the person with ‘creative’ in their job title. Creativity is very much a collaborative process which requires the helpful input of multiple minds.

At Eleven, we adopt a collaborative approach in all of our work, working closely both as a team and also with our clients to make sure we get the creative just right. We also understand how valuable it is to get input from the audience too, which is why we often conduct workshops with our clients and their chosen audience to test our ideas and find out what works.

If you’re a purpose-driven organisation looking to implement a creative ad campaign that genuinely cuts through the noise, we’d love to hear from you. Feel free to get in touch with us by clicking here.