How to optimize advertising creatives to increase efficiency by 50%?

“It is important to have a teacher in learning, but it is also important to have a friend.” – Tang Zhen

one

Third, optimize the process

Before design

1: Organize the material library and material direction list . Experienced publishers and teams basically understand the corresponding channels, material routines and rules of the corresponding markets. We can organize the corresponding material library and material direction list. For example, if the company wants to launch a new game, we can list and organize it according to mature material routines and popular materials in the market, by type, subject matter, and some common elements. For example, RPG games are nothing more than upgrades, mounts, PK, development, etc. Similar games can be reused, which can be said to be a summary that can be used for a lifetime.

The more common material directions can be directly applied:

Real-person voice-over - combines product gameplay and real product environment to present a real product experience. It is convenient to directly cut into the selling point, increase CVR, and have low production costs.

Product display - intuitively show the advantages of the promoted products, arouse user needs, increase user impressions and attract target users.

Situational drama - restore the scene and enhance the user's sense of involvement. Directly reach or solve the pain points of the crowd, have a strong storytelling quality, and increase users’ reading time for video ads. It is necessary to avoid losing users due to too much initial preparation.

Picture switching - low production cost and significantly improves the pace of material updates.

Screen recording - can directly show the usage of the product. Questions and answers can be presented in the form of recorded dialog boxes, which is template-based and low-cost.

IP plot——video is combined with product content to optimize packaging.

2: Progress synchronization . There are usually multiple delivery personnel and art personnel in a team. It is common for multiple people to correspond to the same project or multiple projects. In order to quickly understand each other's situation, progress synchronization is particularly important. It is recommended to use Trello, a combat tool for small teams. The progress of each designer's material production is clear at a glance, and delivery personnel can add new ideas at any time.

3: Information sharing . Many teams do not share some material data, believing that it is sensitive. Appropriate synchronization of material data is necessary. Many artists produce materials by themselves, but have no idea what the effects will be. They can only passively accept second-hand information from the publishers. At the same time, they tend to be more executive in material production, and their creative ideas cannot create a synergistic effect with those of the publishers.

4: Use search skillfully . I have seen many designers use various methods to find materials. Generally, we divide them into broad search and precise search:

1. Extensive search: The channels for finding materials overseas generally include (Google, YouTube, Pexels, Pinterest, Ins, etc.). These websites basically cover most of the material needs. Matching the corresponding keyword search and building a keyword search library can save a lot of time.

2. Accurate search: Accurate search generally can solve the problem with third-party SPY tools. Secondly, the corresponding media libraries of FB and Google can solve part of your needs. These are the most accurate references to competitor materials, doubling your efficiency.

Designing

Through the search of preliminary materials, there are a few points to note when designing:

1: You need to understand which version corresponds to which size of material, which size of material has the best effect, and design the corresponding ad creative material size based on actual conditions.

2: Regarding the duration, it is best to complete the delivery of information within 15 seconds. This also lays the foundation for us to make full use of various advertising positions, such as video interstitials and Instagram Stories ads, both of which have a maximum duration of 15 seconds.

3: Use vertical videos. Most people are used to using their phones in portrait mode, and horizontal videos often fail to make full use of the phone screen. Try using a video with an aspect ratio of 4:5 or 9:16.

4: Show the most exciting content in the first three seconds of the video. The first 3 seconds of a video ad are crucial and can be said to determine the fate of the entire video ad. Don’t add too much exaggeration at the beginning, just start with the most attractive content.

After Design

After designing the advertising creatives, they can be put into circulation. The placement work is usually arranged by the delivery personnel and needs to be coordinated with specific circumstances such as bidding and audience targeting.

After the data came out, the art students communicated the relevant data with the cooperating optimizers. Optimize advertising creative materials through data results. Generally, we will choose to come to the company early the next morning to carry out this time period. The optimizer will initiate the analysis of the material situation of the previous day with the art staff, and formulate the direction of the next material based on the data.

For materials with good data effects, optimizers can optimize through different ad positions or precise positioning, while art students can make more precise derivative designs; for materials with poor data effects, we need to communicate strategies together. Generally, we will have corresponding data analysis tables to analyze user loss and make corresponding video modifications.

three

In the process of optimizing advertising creatives, the communication and production processes from demand to creatives are streamlined, and material management is online, forming a closed loop of creative empowerment. The delivery effect can be tracked, and the communication of demand and creativity is smooth. The entire process can at least improve the quality and efficiency of material output by about 50%.