Motion logo on a black background. A jingle plays.
Alysha Boehm: All right, so I'm Alysha.
Split screen. Left: Alysha Boehm speaking from her home office. Right: A slide with a black background. Text reads: "Hi, I'm Alysha! 👋 & this is a day in my life." Below is a photo of Alysha, the cover of a PDF titled "BECOMING A CREATIVE STRATEGIST", and her title: "Designer-turned-Creative Strategist, Creative Strategy Lead at KULIN".
Alysha Boehm: I'm the creative strategy lead at Kulin and, uh, like Evan said, two years ago, I was a designer and I actually met Evan and, um, I was a designer for an in-house, um, D to C agency and I got to know Motion. I fell in love with data and the data side of creative, and I got this PDF in my inbox called Becoming a Creative Strategist and it literally changed my life. And I realized, oh, I don't want to be a designer when I grow up. I want to be a creative strategist. So the fact that I'm here and I've learned everything I know from Motion is so incredible and I'm so grateful to be here. And I hope that there's someone out there who also wants to be, um, a creative strategist that can learn something from my presentation. So,
Slide titled "You've probably seen this before..." showing a circular diagram labeled "The Creative Strategy Flywheel". The steps are: 01 Research, 02 Ideation, 03 Briefing, 04 Content Creation, 05 Evaluation, 06 Launch, 07 Creative Analysis.
Alysha Boehm: what I'm going to talk about today is the creative strategy flywheel. You've probably seen this a million times and this is creative strategy 101. But what does this actually look like when you're in an agency setting?
Slide with text: "But what does this actually look like day-to-day at an agency? 🤔" Below is a GIF of David Rose from Schitt's Creek saying, "STILL ASSESSING AT THIS POINT.".
Alysha Boehm: Um, this is something that I was really wondering when I wanted to be a creative strategist is if I have this job, what does it look like every single day? So I'm just going to go through each step and how we manage it at Kulin.
Slide titled "01 Research". On the left, a list of items under "The Creative Strategy Toolkit". On the right, a corresponding list of what each item contains, such as "Important internal links", "Product details & comparison", etc.
Alysha Boehm: So the first step is research. This does not represent all of the research that I do. There's lots and lots of skills and strategies that you guys are learning in this summit about that. Um, but this represents how I organize and I store it. And this is our version of a creative strategy workflow, which you've probably seen a million times. I think the first one I ever saw was two years ago from Dara Denny and it was in a Word doc, but we house ours in Notion. Um, and really this is just a house for all of the information and all of the research that I gather for our clients. And I go through this process for creative onboarding, but I also update it monthly, quarterly, and I share it with the rest of my team because there's really no reason for all of this research to exist in my head when we also have a retention team and we also have a growth team and we have other people on the team who can collaborate with me. So I just make sure that I have to house it in this Notion document. And these are all of the most important parts and I will highlight that reviews is my favorite. I get everything I need from reviews. So this is also where I house, um, all of my review analysis.
Slide titled "02 Ideation". It shows a table labeled "The Creative & Testing Pipeline" with columns for Ad Name, Comments, Creative Status, Type, Format, and Audience. The text above the table lists three points: "1. Promos/Launches/Key Moments", "2. Leveraging past performers", "3. Testing new concepts".
Alysha Boehm: The next step is ideation. So for this, we have a creative and testing pipeline. And this is where I basically build a giant to-do list of creative that I'm going to deliver to my client. And this is really important because this is client facing, so they know exactly what I can expect to deliver to them. And the way that I build this, this pipeline is that I start with any relevant promotions, launches, key moments for the client. Then I layer in anything that I want to leverage from past performers, whether those are iterations or something that I refer to as a learned concept, which is not brand new, but it's also not a small iteration of existing creative. It's something that I've learned and that I have a solid hypothesis for. So I just kind of arrange that for the client so they know what to expect. Um, I also layer in, of course, big swings and net new concepts.
Slide with text: "My creative pipeline is a roadmap, but I take a lot of detours". Below is a GIF of Ross from Friends yelling "PIVOT!!!".
Alysha Boehm: But the key here is that my creative pipeline is a roadmap, but I take a lot of detours. So I follow this, but I don't follow it specifically. Just because I wrote down what I would do in October doesn't mean I'm going to do that in October. Um, if something comes up with my client, I am not afraid to pivot. So a perfect example for this is one of my clients is Casaleo. They make a self-cleaning litter box. And up until recently, cost was their biggest objection. They would get comments and comments, I don't want to spend $600 on a self-cleaning litter box. But a couple weeks ago, unfortunately, there was an accident with a knockoff litter box. So safety is a number one priority for these people right now. This customer is really concerned about the safety of their cat. So I went and I pivoted and all of those cost-related briefs got pushed to the bottom and I made room for safety.
Slide titled "03 Briefing" and "The Creative Brief Template Pt. 1". It shows a document with sections for Context/Strategy, Assets to use, Creative Inspo, Audience, and Hypothesis. To the right, each section is explained with a question, e.g., "Context: What data or creative insight inspired this concept?".
Alysha Boehm: Next thing is the briefing process and we have two parts to our brief and this top part is really for the creative strategist. So I'm going to just talk you through three parts of this top part that are really important. The first part is context. Literally, why are you making this ad? This can be high level with data or this can be really, really general, but the idea is there should always be a reason or a concept that you're making this ad for. Um, literally why is it important. Um, so the next part I'm going to talk to you about is audience. Uh, you don't want to do just a general audience statement. So for example, this is a brief for our client Buoy. Um, Buoy is, were you not seeing my slide deck the whole time? Gosh, I hope not. Anyway, um, Buoy makes a liquid electrolyte. So instead of talking about the audience being people who want a liquid electrolyte, um, I changed the audience to people who have a chronic illness like POTS or EDS that can benefit from improved hydration and who value community and shared experiences. So this is really specific about exactly who I'm talking to. And that's also a really important part of my brief. And then the last part I want to talk to you about is the hypothesis. If we do X, then we will achieve Y. And this is really important because this is what we can use to look back and decide whether or not this was a winner or a loser. Did we achieve what we set out to do with this creative?
Slide titled "04 Content Creation" and "The Creative Brief Template Pt. 2". It shows a detailed script for a UGC video, with specific instructions for overlays and clips. On the right, a preview of the final video is shown.
Alysha Boehm: And then the next part of the brief is for content creation and this is for our production team. So, um, I think I skipped one. But, uh, there's no right or wrong way to write a brief in my opinion for your production team as long as it works for your team, it works for your team. But this is how I write my briefs, so I just thought I would show you an example. Um, so this is one brief for a static. It's a PR ad, obviously for Casaleo, which I spoke to, uh, which I spoke to you about earlier. And this ad was created specifically for people who have cats, love cats, but also love smart home devices. So this was what the brief looked like and what the outcome looked like. And this is an example of the very top part of a UGC brief. This is maybe like 1/6th of my UGC brief. And I like to write, especially my net new concepts, I write really detailed briefs, specifically for the hook and the follow-up to the hook because I want to be really in control of what text overlay we have, what B-roll we're showing because I really do think it impacts performance. So I also like to write my, my briefs like I'm writing stories. So I'll literally write out exactly what every single clip says and shift them around and basically just tell a story in that brief. And then I just link everything in for my, uh, for my production team. So that's what that looks like.
Slide titled "05 Evaluation" and "06 Launch". It lists a four-step "QA, Approval & Launch Process".
Alysha Boehm: The next part is evaluation and launch. Shout out to the account managers who really keep this train on the tracks. This is so important. Uh, and we do the evaluation and launch aspects primarily with ClickUp and Slack. Um, so first we share the creative with the client for approval. And some clients have three rounds of revisions and some clients have none. It just depends on the client. Uh, the next thing is I write ad tokens to match our naming convention. Um, all of our ads are named in a similar way where we can really dig down and identify hooks, creators, themes, trends, that type of thing and really look down into one piece of the, the ad name. So, um, that's part of my job is doing that. Uh, the next thing is just making sure that we have all of the sizes ready to go, whether it's for Meta, TikTok or Google. And then we send it to Growth and they launch it in our testing campaign.
Slide titled "07 Creative Analysis With Motion!". It lists various metrics like "Test results", "Top performers in Scaling", "Creative fatigue", etc. The slide is filled with various screenshots of Motion's analytics dashboards and charts, with some funny animal GIFs overlaid.
Alysha Boehm: And then of course, there's creative analysis. The question that I get asked the most about Motion is, do you have a favorite report? And I absolutely do not. However, I do have a favorite feature and it's this different from average feature. And what I love about Motion is how easy it is to navigate and then I can literally just follow patterns and that Motion puts those patterns right in front of me. So if I see a thumb stop rate that's like way above average, I'm going to dig into that and I'm going to compare it to other creative. If I see that my ROAS is really flopping but my CTR is really high, I'm going to dig into that too. So I basically just follow trends and the way that Motion is set up, especially as a designer, I am such a visual person and this is so important to me. So I just cannot express that like the the variety of ways that I'm able to dig into data with Motion is my favorite part.
Slide with text: "I am hyper-aware of what's working and what's not, thanks to Motion 💕". Below is a GIF of Taylor Swift making a heart shape with her hands.
Alysha Boehm: The other part about Motion that I love is that I'm able to be hyper aware of what's going on in my accounts at all times because it is so easy for me to pop in and out of Motion. So if my client asked me tomorrow, can we talk about the results of that creative test, our top performers in general, our best copy, our best landing pages, I have an idea of all of that because I'm able to access Motion and access this data so easily.
Slide titled "07 Creative Analysis" and "Back to the Creative & Testing Pipeline". It shows a screenshot of a Notion page with several notes and comments about creative performance, organized into columns.
Alysha Boehm: The next part of creative analysis is, oh, it's small again. That's funny. Sorry, I'm getting distracted. Um, the next part of creative analysis is just logging the results, insights and next steps for my clients and for the internal stakeholders of the account. Um, so being able to show the client the results of my tests and let them know what I'm going to do with that information is so important, but this is also really important for people who are collaborating on the account with me and my internal team. So just logging all of that information, not in a spreadsheet, but in Notion, not Motion, um, is also a part of our process.
Slide with text: "Okay, but what does my DAY look like?". Below is a GIF of Lorelai Gilmore from Gilmore Girls drinking coffee.
Alysha Boehm: Okay, but what does my day actually look like though? Like when I wake up every day.
Slide titled "A day in my life as a Creative Strategist:". On the right is a simple block schedule: Check Motion, Research, Analysis, Ideation & Brief Writing, "Busy Work", Lunch, Research, Analysis, Ideation & Brief Writing, Pipeline & Task Planning.
Alysha Boehm: This is how I try to structure my day. Wake up, drink coffee, check Motion. Um, does it, you can you tell that I'm a Motion stan by now, honestly? Um, I also really like to divide my work into some key blocks. So I like to wake up a little early before I'm supposed to be at work. Um, where's the Starbucks trip? It's coming. I saw that. Um, so there's two blocks here of research, analysis, ideation and brief writing where I really like to be focused. Um, so before I'm supposed to be at work, I'll usually wake up a little an hour early and get some really dedicated time. And I'm really lucky that I work on the West Coast and a lot of my team is on the East Coast. So in the afternoons, I can also get some focus work. And in the, in the middle there, I call it busy work, but really this just means it's a time when I feel like I'm really busy. And that's when I have my one-on-ones, my client calls, my syncs with the rest of the team, that type of thing.
The same schedule slide, but now it's covered with dozens of yellow sticky-note-style labels representing chaotic tasks like "Slack", "Scroll TikTok", "marketing emergency", "Can we jam on this", "Starbucks", etc. On the left, a GIF of Moira Rose from Schitt's Creek says, "SEEMS TO HAVE BEEN A CHANGE OF PLANS".
Alysha Boehm: But truly, this is what my day looks like. Truly, if I'm being honest. Every single day is so, so, so different. I cannot tell you what a day in the life of a creative strategist looks like because every day is completely different, especially when you're at an agency and you have multiple different clients.
The chaotic schedule slide now has text on the left: "✨ I am at a different stage in the Creative Strategy Flywheel for each of my clients".
Alysha Boehm: But here are some things that I can tell you that are true about every single day. One is that I'm at a different stage in that creative strategy flywheel for every single one of my clients. So being at an agency, I don't have the privilege of just going around and around and around in that flywheel and working in sprints. I'm in multiple sprints. I have three to four to sometimes five clients depending on what's going on and I support my direct reports as well. So I am constantly in a different stage of that flywheel. I'm writing a brief for one client, I'm reporting for another client, I'm analyzing for another client, and I'm doing that all in one day. Um, and I love it. I love it. So if you don't love that, if that sounds like a nightmare to you, I would recommend being an in-house creative strategist. Although, I'll let Mark and Jake speak to that because this is what it looks like at an agency.
New text appears on the left: "✨ In an agency setting, none of this would be possible without project management".
Alysha Boehm: Uh, with that being said, none of it would be possible without project management. So big shout out to our account managers because holy cow, do they keep this train on the tracks. Like literally step by step by step, they keep it organized and that's just so important and I just don't want to devalue that.
New text appears on the left: "✨ I spend the majority of my time analyzing, researching, then brief writing".
Alysha Boehm: I also spend the majority of my time analyzing, researching, and then brief writing in that order. Brief writing is definitely the most time-consuming aspect of my job, I would say, but analyzing and researching is the most important part. I would argue that that is the job of a creative strategist is to analyze and research, writing the briefs is kind of secondary.
New text appears on the left: "✨ I live and breathe content (don't ask me about screen time, it's shameful)".
Alysha Boehm: I also live and breathe content. Uh, don't ask me about my screen time. It's embarrassing. I'm on TikTok, I'm on LinkedIn, I'm on Twitter. I don't tweet, but I'm on Twitter. I'm just, I know what's going on on the internet at any given time so that I'm able to incorporate what's going on on the internet into my client briefs. And I think that's just a really important part of creative strategy is just knowing what's going on.
New text appears on the left: "🥹 I love my job".
Alysha Boehm: And I love my job. I'm just going to end this on a, on a good note. I love this job. I'm happy to be here and I'm really happy and grateful that I made the pivot from design to creative strategy. So if you are a designer or you work in creative on the creative side of things and you've been thinking about working in creative strategy, I highly recommend investigating this. It's really cool. It's a really cool way to associate data and science with your designs and really get that dopamine hit of like, okay, but did this actually work and actually help? Um, I just love it. So that is the positive note that I'm going to end on.
A GIF of Dwight Schrute from The Office smiling and saying "THANK YOU".
Alysha Boehm: And with that being said, thank you so much for being here. I hope that this was helpful. I'm just so grateful to be here. Cannot express. Um, and with that, I'm going to throw it to Jake and I'm really excited to hear what, what his day looks like and if it's any different than mine. So, let's go for it, Jake.
Split screen. Left: Jake Mehani speaking. Right: A slide titled "Who" with a photo of Jake and text describing his experience in performance advertising and his current role at Creative Analytics.
Jake Mehani: All right, enough about me. Honor again, honor to be here. I really don't consider myself a creative strategist anymore because I haven't come up with a new idea in, I don't know, five, six years. But I do take great pride in being a creative plagiarist. And let me tell you, you know, where does all our creative plagiarism come and where does it happen?
Slide with the title "The plagiarism starts...in the bathroom!". It shows a stock photo of a man with a surprised expression sitting on a toilet while looking at his phone.
Jake Mehani: For me, it happens in the bathroom. And lots of times my wife will complain, what are you doing in there? I'm working. I'm getting great ideas. And let me show you kind of how that really happens because I know this happens to all of us.
Slide titled "The plagiarism starts...in the bathroom! Great Hooks!". It shows a first-person view of someone on a toilet, holding a phone that displays a LinkedIn post.
Jake Mehani: So I just have the baby in the background. Let me show you what happens. Like here, I'm going through LinkedIn. Savannah, I've stolen plenty from Savannah over the years. She just came out with, what is this? 10, 15 great hooks. I'm just going to copy and paste them into ChatGPT and reverse engineer them for all my partners. I have ChatGPT already prompts for all my clients that I'm working on. Just two minutes and then I get to send them out to all my teams.
Slide titled "The plagiarism starts...in the bathroom! Great ads". It shows the same first-person view from the toilet, but the phone now displays an Instagram ad.
Jake Mehani: Uh, I was just scrolling through Instagram. You know, what I tell people is kind of the most important skill set of a creative plagiarist is curiosity. So if something grabs your attention, document it right then and there. It doesn't even have to be an ad. It could even be just a script or a voiceover that we can then reverse engineer and add it to some of our video ads. So, you know, we do know statics. I do have a love-hate relationship with statics because I don't think they're incremental, but that's for another time. But this was fantastic, right? So that's it. I took it, I took a screenshot and I shared it with the team.
Slide titled "The plagiarism starts...in the bathroom! Newsletters". The phone now shows an email inbox with several newsletters highlighted.
Jake Mehani: Another, here are a bunch of, I've stolen so much from Azar over the last six to 10 months. It's, it's, it's shameful, but I'll show you how organized I put it together. Psychology of marketing. So all of this is, I really don't have time outside of the bathroom to do this. So here I'm taking screenshots, I'm documenting everything. And basically, doing this every morning, I have enough ideas for my partners and for the rest of the day.
Slide titled "Modular Creative: Script Writing / Footage" with the handle @Creative Milkshake. It shows a diagram of "Ad Building Blocks" categorized by Structure, Product, and Person. On the right is a book cover for "The Ultimate Ad Creation Crash Course" by Mirella Crespi.
Jake Mehani: Also, I get great ideas. This is 2022, I believe. You have no idea how badly I ripped this off. One of the best presentations and decks out there, but it's not one thing just to be a part of a conversation like this. You have to take screenshots and document. So here's what I did. This was great. And I always cite my sources. I may steal, but I will always cite my sources. So this was, this taught me how to create modular content creation. Instead of just getting one piece of content from a creator, you know, have them film differently or in different files.
Slide titled "Modular Creative: Script Writing / Footage" with the handle @Creative Milkshake. It shows three versions of an ad structure (Version A, B, C) with different combinations of Hook, Body, and CTA blocks.
Jake Mehani: And then I made it my own. But I still cited my sources and then this evolved where I could take a little bit of credit where this was a little difficult to do.
Slide titled "Modular Creative: Questionnaire + Mash Up". It shows three versions of an ad structure (Person - A, Person - B, Mash Up) using sound bites and question/answer formats.
Jake Mehani: So I created more of a question, a Q&A for customer reverse, uh, testimonials. But I learned it from Mirelli and by documenting it and at least trying it. Again, I think we have a lot of our information in a lot of places. It's one thing to take it, to study it, and then make it your own.
Slide titled "Reddit Plagiarism" showing a screenshot of a Reddit post from r/FacebookAds titled "Strategies I Used to Profitably Scale From $1,000/Day to $38,000/Day That Still Work Today!".
Jake Mehani: Uh, great. This was just a recent Reddit. It's a little harder to give credit to, but, you know, I always get a lot of questions around what's the best way to scale horizontal, vertical. This was a great conversation on it.
Slide titled "Vertical Scaling" with a detailed text explanation of the concept and its biggest drawback.
Jake Mehani: And then I add it to my own training deck. I have a separate deck where I teach people.
Slide titled "Vertical Scaling - Point of Collapse". It shows a bell curve diagram illustrating the 20% vertical scaling rule and the "Point of collapse".
Jake Mehani: And it's all here. And one of my favorite questions was answered, you know, the problem is we can never know where is their point of collapse when increasing budgets. And now I could just easily share this with my teams and my clients and my partners. I would not personally I would not be able to do this or create something as pretty as that.
Slide titled "Organize + Document! ❤️ Milanote". It shows a Milanote board titled "Jake's Idea Board - September" filled with screenshots of TikTok videos and other social media content.
Jake Mehani: So now, imagine, I'm I'm grabbing screenshots or videos from Facebook, Instagram, TikTok, from all these great resources and, uh, colleagues. Now comes the documentation part. I do love to use Milanote because it's very easy. So I'll usually have my monthly board where I'm just throwing up everything in there and all my teammates have access to it.
Slide titled "Organize + Document! ❤️ Milanote". It shows a more organized Milanote board titled "Jakes Creative Playbook" with ads categorized by type (e.g., Show + Tell, Whitelisting Influencer, Explainer).
Jake Mehani: Then I get a little bit more organized. If one of those concepts actually hit, it goes on my top performance playbook. I think this has been shared billions of times. Um, and then the most important thing, I always have to go back. You never have to think of something new, right? Especially when something works, you have your own board. And I know Motion has this, uh, feature also, which I highly, uh, recommend everyone start using. But I'm going to be honest, it's important to use their Motion version, but also your own. It's just like taking notes manually, right? You remember it better. You remember where it is. Again, I think we have a lot of people are doing what I'm doing, but it may not be centrally organized or they're using tools to do it. Even if you have to print out the image, right? It's just you remember it better for that time that when you're going to need it.
Slide titled "Organize + Document! @Aazar". It shows a Milanote board titled "Cognitive Bias Codes" with examples of ads categorized by different psychological principles.
Jake Mehani: And this is me ripping off Azar. Uh, he taught me, him and Sarah Levenger, I highly recommend you guys steal from them also, just the psychology and the cognitive biases behind buying. And it takes time. It takes time for me to take his newsletters and copy and paste them and adjust them. But this has made me as a creative plagiarist, this is how I learn and I take my skills level to the next level. And this is usually what I do the first kind of half hour of every morning.
Slide titled "Communicate with Project Managers via Slack + Loom". It shows a Slack message from Jake Mehani with a video of a baby in a crib and instructions for an ad concept.
Jake Mehani: And then what do I do next? Well, my personal, uh, system is when I'm inspired, I just start hitting the team, whether it's the creative project manager or the editor. So here, this was a very cute baby ad where a baby is rolling around in the crib. Right, check out this gem. We would love to get, it had incredible song, but let's get something licensed free that's similar. The idea is when your baby sleeps in another mattress, they're constantly dancing around, but when you're in our mattress, they're nice and calm. I would have never came up with that idea ever, right? But it just within two seconds of stealing it from someone else, I have a great ad to test.
Slide titled "Communicate with Project Managers via Slack + Loom". It shows another Slack message from Jake with two static ad concepts and detailed instructions.
Jake Mehani: Um, here's another example. I saw these two ads, one which I've been plagiarizing heavily, uh, the one on the right for the last six months, and I give a little bit of instruction to the project manager of what I want the graphic designer or the editors to do. Uh, and this is very fluid. This is happening also throughout the day.
Slide titled "Reverse Engineering 'Powerful' stories/voiceovers for other products/services". It shows a detailed prompt in ChatGPT to reverse engineer a video ad script for a different product.
Jake Mehani: The next level I've done when it comes to plagiarism is again, if something ever captures your attention, right, whether it's a Facebook, Instagram, or TikTok, even if it's not related, uh, there's a tool called Descript where you can, uh, usually I'll record the video, I'll upload it to Descript and get the text. It's a voice to text feature. And then I'll plug it into ChatGPT and I'll reverse engineer it for any product that I have. I already used this one script. Again, another me stealing from Savannah. This was a GPS dog collar. It was such an adorable script and it was from the point of view of the dog, not a human. So it, you know, light bulb, all right, for every product and service I have, can we create a script, a voiceover from the product point of view, not a human telling the story. And that's a creative strategy that I've been running with.
Slide titled "Communicate with Video Editors via Slack + Loom + Milanote". It shows a Milanote board with a video example, footage, and two different script versions for a "Dog POV" ad.
Jake Mehani: And then what I do is I'll take the original recording here, right? I'll, if I have some footage that's relevant, I'll also take that. I'll take the two scripts that the AI provided and then I'll send this directly to the editor. Um, so this is a, not a large chunk of my day, but this is a big part of it in the chaos that I do. And then after that, if we want to switch screens, let me see if I could share this screen.
A screen recording of the Meta Ads Manager interface, showing a list of ad sets with performance data.
Jake Mehani: All right, now let's get into the real creative optimization. So that's me just getting ideas. But when it comes to actually being an ad manager and doing my creative morning creative optimization, so here's a little example I'm going to share with you. I'm actually struggling with this one. So if anyone has any solutions, let me know. But it's this wasn't a unicorn ad, but this was a really great ad and it started to fatigue this week. As you see, my CAC started creeping up amazing, amazing, crept up horrible, right? So obviously I pulled back budget, but I want to see if there's a creative iteration opportunity here. So, as I learned from Motion, I still use Motion, but I also do things pretty quickly in platform. Um, I was still there with the, I still miss Power, Power Editor. That's how long I've been in this Facebook ad industry. But my, my stop rate's phenomenal, right? My hold rate, which is 15 seconds, it's also doing pretty good at a 22 second ad. I highly recommend everyone put the time frame, the duration of your ad in the, in the name so you can quickly eyeball the percentage of these other numbers. Kind of the most important things I've learned from Motion, the hook rate, the hook retention rate 50. Everything is constant though, right? Nothing really dipped off. What can I do? Yeah, even my conversion rate, right? So it could be it's just not a good time of year, holidays coming up. That's always a great excuse. Let's wait two weeks until the holiday season. I do think Meta is having issues right now, but you can say that at any time. So I also what I do to get a better analysis is I looked at the life of the ad and I broke it down by week. This helps me give the trends to see if there's any outliers. There's really isn't. Actually, I did not check the CPMs. Unfortunately, you can never blame CPMs either. Let's see my CPMs. Yeah, they went up a little bit, but not enough for an excuse. So, let's watch this really quickly. I have no ideas, but I act
A preview of a Facebook Feed ad plays within the Ads Manager interface. It shows various people using a product on the floor.
Jake Mehani: great ad. So in situations like this where there's not something really standing out because this is, I wouldn't call a unicorn ad, but something that has performed really well for us. One of the things I'm going to do is I'm going to tell the team, hey, listen, we have winning footage and winning voiceover. Let's take this voiceover and apply it to other footage or new footage. And let's take the footage that we have here, which we know also performing well, and let's create a new voiceover for it. So I wasn't really, unfortunately this time, be able to identify anything really wrong or anything really negative with the trends metric wise. But again, what is a winning ad? It's winning footage and winning voiceover. All right, so I'm going to take that and test it out on some other pieces of footage, uh, that I have. And that's what I do in a chaotic fashion every day. Thank you.
Motion logo on a black background.
A grid of diverse photos and videos appears on a purple background. The images are related to fashion, lifestyle, and products.
The grid of images shrinks and flies around the screen as the text "Ship more winning creative" appears.
A screenshot of the Motion creative analytics platform dashboard appears, showing metrics like "Launched creatives", "Winning creatives", and "Unicorns".
Speaker 1: It's time to ship more winning creative with Motion's creative analytics platform that helps you scale winners into unicorns,
A series of short video clips are shown with badges overlaid on them: a unicorn emoji, a hook emoji, and a pointing finger emoji with the text "Top clicked".
Speaker 1: and helps you figure out where your ads might need just a little more help.
A list of creators with performance data and suggested actions like "Try new hook", "Fix ending", "Improve CTA".
A purple screen with the text "Join 2,100+ teams shipping winning ads with Motion" and logos of companies like Vuori, True Classic, Hexclad, Jones Road, MUD\WTR, MuteSix, Ridge, Wpromote, and Power.
Speaker 1: Join over 2,100 teams shipping winning ads with Motion like Vuori, True Classic, Hexclad, and more.
A close-up of a performance chart with green and yellow progress bars next to numbers.
Speaker 1: Get a free VIP tour today and you can see how Motion can help your creative strategists and your media buyers speak the same language.
Black screen with purple text that reads "Book a demo for a VIP tour".
Motion logo on a black background with the URL motionapp.com appearing below it.
