Role of Creatives in Driving Performance Marketing ROI: Detailed Strategy

Hello, Entrepreneurs,

I’m back with another edition of “The ROI Recipe.”

In this edition, we’ll discuss the importance of creatives in performance marketing, strategies that work, the best creative type for high ROI, and what not to do in performance marketing.

Excited?

Let’s dive straight into it.

1: Creative-Focused High-ROI Performance Marketing Strategy

A: Role of Creatives in Performance Marketing

In the ever-changing Meta algorithm, what stands out is your creative for the ad.

After a certain point, there’s nothing you can do to optimize your ad campaign.

However, with an optimized ad campaign, if you also focus more on making your creatives stand out, it might actually exceed your expectations for high ROI.

B: Strategies for Creatives that Actually Work

1: Grab Attention

You’re investing money to drive traffic, sales, or generate awareness.

4 things you can’t miss in a creative ad for performance marketing to grab attention and justify your investment.

1. Crafting compelling, crisp, and to the point copy.
2. Eye-catchy visuals
3. Creating a sense of urgency
4. Personalization

2: Establish Brand Identity

A brand is more than just colours.

Convey the brand's personality, values, and tone through the creative elements of the ad. This helps in building brand recognition and loyalty.

3: Visual Appeal

Ensure the ad is visually appealing, with high-quality images or videos that align with the brand and campaign objectives.

For example, if you’re running an e-commerce website with a lot of products to show, you can present the product range while keeping it visually appealing, as shown in the following image.

4: Clear Call-To-Action

Your creative ad for performance marketing is incomplete without a clear call-to-action.

Telling your audience to take action is the least you can do to increase your sales.

However, telling it smartly, or sometimes humorously, increases your conversions a bit more, hence increasing your ROI.

For example, if you’re selling a SaaS tool or software, as a CTA, you can ask them directly to “start my free trial.”

C: 5 Types of Creatives You Can Use in Performance Marketing Campaign for Maximum ROI

1. PR features: In short, show the victory of your brand in an ad.
2. Video B-roll: It’s secondary footage that supports the main A-roll footage. Use it to show the details of your ad.
3. Lifestyle images: Show the main character using your product in a normal life.
4. Split-screen: Use it to show before-and-after footage of your ad. It works best for conversion.
5. Customer reviews: Video or written testimonials work best in BOFU marketing strategy.
6. UGC content: Use your real customers using your product or service in an ad.

2: Marketing Marvel: What Not to Do in Performance Marketing for Maximum ROI

1: Avoid using a basic slide show video: Using video in an ad is a good strategy, but using a basic slide show video, compiling a few images is not the best way to make a creative for Meta ads.

2: Do not focus solely on conversions: While conversions are the ultimate goal, concentrating solely on this metric can lead to tunnel vision. Always remember the importance of brand awareness, engagement, and customer retention.

3: Don’t be overconfident, use A/B testing: Don't assume you know what works best without testing. A/B testing helps refine strategies and determine the most effective creatives, messaging, and targeting options.

4: Don’t think your job ended at conversion, ask for reviews: These reviews can further be used as a UGC content to help your customers trust your brand.

3: MeDigit in Action: How Have We Helped Duravit Reduce CPL and Increase Conversions?

Duravit deals in premium sanitary ware. When they approached us to generate leads for a B2B campaign, we took a holistic approach and offered a full funnel solution to get the most out of it.

Starting in November 2023, we decided to implement a full funnel strategy for Meta ad campaigns for Duravit and create campaigns at each stage of the funnel.?

With consistent optimization, we were able to reduce the cost per conversion from Rs. 590 to Rs. 327. This eventually led to an increase in conversions by 30%.

Final Result: Duravit saw a 30% increase in conversions and a 45% reduction in cost per conversion with our full funnel performance marketing strategy.

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See you soon with our next newsletter on “Maximizing ROI with Precision Targeting in Digital Campaigns.”

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