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The Best Creative Feedback Loop 🔁

Don't Spend Too Much Time On New Ads

Hey there! 👋

This week flew by again 😅 It amazes me that it's already halfway through February. It feels like 2022 was just yesterday.

Buckle up, this week you're in for a treat! I'll be covering how you can set up your creative feedback loop so you don't have to spend your valuable resources on creating new creatives all the time.

I want to touch on this subject because I've seen so many people wanting to increase their creative volume without a proper strategy. How many new creatives do you need based on your spending levels? How many of those creatives are net-new, and how many are iterations from your current ones?

All questions you should have the answer to. But don't worry, by the end of this you should have a clear view of your new creative feedback loop!

Your Current System

I want you to start out by identifying what your current creative feedback loop looks like.

  1. What are your inputs? Do you have an agency, influencers, content creators, do you produce in-house or do your customers provide you with content.

  2. Do you have a system to save all the inputs? My favourite is AIR.

  3. Who takes the raw assets and turns them into ideas?

  4. Who then takes the ideas and edits them into ads?

  5. Who launches the ads?

  6. Who checks the performance of those tests?

  7. Who reviews the data and provides feedback to the editing team to improve the ads?

These are roughly all the questions you should be asking yourself. Don't freak out if you don't have all positions covered. If you're just a small company all of these can easily be grouped into 2 people.

How Does This Look Like For Us

Words are nice, but I wanted to visually illustrate how we set this up as an agency that tests 50-200 creatives per week:

This is roughly what our systems look like. And as you can see, if you map it out visually it's not that difficult.

What You Should Do

If you want to simplify it even more it comes down to this:

  1. Test ad

  2. Check performance:

    1. CTR

    2. Hook Rate

    3. Hold Rate

    4. CPA

    5. ROAS

  3. Improve ad based on the KPIs:

    1. ROAS and CPA on target ✅

    2. ROAS and CPA not on target ❌

      1. Check the lower end metrics:

        1. Hook rate below 30%? Improve the first 3 seconds of your video

        2. Hold rate below 40%? People are not sticking around as much, improve the middle-part of your video.

        3. CTR low? Your overall creative is not grabbing the attention. Check out your hook-and-hold rates and improve your ad.

  4. Change 1 element at a time. This is where 99% of people get it wrong. They see an ad not performing and change 3-5 variables. Stop it. Only change 1 element at a time, if not, you won't know what was the culprit

Please follow the above steps and watch your efficiency go up. This will help you not only get more performance out of the ads you created in the past, but also saves you $$$ as you won't need to produce content all the time.

Most Valuable Piece of Content

Every week I want to share a piece of content I've found valuable and learned a lot from. This week it's the Ecom Gold podcast episode with President of HexClad Jason Panzer.

Amazing episode and an absolute must-listen for anyone in the DTC space that wants to differentiate themselves from their competitors. Learn it from the best below and see how an 8-figure brand like Hexclad is crushing it.

Jason Panzer - President of HexClad

Listen to this episode from Ecom Gold on Spotify. This episode features Jason Panzer president of HexClad. Coming up in this episode Jason talks through his journey building HexClad into the 9 figure best kept secret in eCommerce. Jason discusses some of the key moments and changes HexClad have made along the way. HexClad is also owned by celebrity chef Gordon Ramsey. This episode is gold. A big thank you to our sponsors:‍Rewind Shopify App.Back up your Shopify store because not doing so is absolute lunacy!As a listener of the show, you can claim a no strings attached free month with this link: https://rewind.com/ecommercegold/Triple Whale.‍Triple Whale brings the metrics that matter most into one easy-to-use dashboard, giving you the real-time insights you need to grow your brand.https://www.triplewhale.com/

https://open.spotify.com/episode/1t4BVXGrI1JS6g7zgOVo2Y?si=31316b246b044370

Top 5 Ads of The Week

I've found some absolute killers this week including ads from True Classic, Lumin, Magic Spoon and 2 more cool DTC brands 👀

Foreplay.co

https://app.foreplay.co/share/boards/k0BmqYbSBFdZe3K0VkLK?user=Dennis%20Willeboordse

I've been using Foreplay for months now, and I can honestly say it's one of the best value-for-money tools for any eCommerce brand, agency owner or anyone that runs paid media. It allows you to save ads from TikTok's and Facebook's ads library and keep them forever in your inspiration boards!

That's a wrap!

I hope you've enjoyed this week's issue of DTC with Dennis and it brought you value on how to make your creative feedback loop a lot more efficient to not only save $$$ but also save time so you can spend it on higher leverage stuff!

See you next week at 7 PM CEST.

All the best,

Dennis 💚

P.S. On Twitter? Follow me here for daily value bombs about eCommerce and DTC!