How might you guarantee the success of an ad? And more importantly; how might you repeat that success? Every day, we're trying to find the answer to these questions, but when publishing ads on paid socials there are so many variables you're not in control of, meaning if you conduct the same experiment twice, you’ll basically never get the same outcome. Still, there are learnings from previous winners and ways to optimize and iterate - in this blog post, we'll teach you how.
Your ad creatives are flawless - the copy is smart yet sophisticated, the design is more on-brand than your holy brand book. Also, the production process couldn’t have been more scientifically correct. You learned your consumer insights by heart, and the way you solved your audience’s pain points with your outstanding USPs have never been more on-point. Still, your results are shit - your campaign only brought a few conversions at a price waaay above your KPIs. How could this happen?
Last year I shared this blog post on how Paintgun sets order in creative production “chaos” explaining how our weekly sprints work. And since then we have been receiving a lot more questions about our production, mainly asking about how we stay creative in such a structured and always repeating process. The hack that we use is simple but requires a very well-planned action plan. And here is how we do it: