A purple and blue gradient background with the text "OUR FAVORITE ANALYSES" in bold white letters.
Speaker 1: In Motion, there are a ton of reports you can build to explore iteration opportunities.
The Motion logo appears above the text. Below the main text, a new line appears: "Find creatives that may benefit from changing the landing page".
Speaker 1: Today we're going to explore our landing page report. So essentially seeing if there is an opportunity to change a landing page, which I'll dive a little bit deeper into.
The screen changes to the Motion Plus One software interface. A woman appears in a video circle in the bottom left corner. The main screen shows a report titled "Change Landing Page". The description reads: "This report shows you creatives that are driving people to site but not converting them. Identify opportunities to create more alignment between the creative and landing page." Filters are set for "Last 14 days", "Group by Ad Name", "Ad type is not feed", "Spend > $1,000", "Click score > 70", and "Convert score < 70". Below the filters is a grid of ad creatives, each showing a "Click score" and "Convert score".
Speaker 1: So to go ahead and build this report, first thing you're going to want to do is click create report up in the top left hand corner.
The speaker's mouse moves to the "Create report" button in the top left. A dropdown menu appears with options: "Top performing" and "Comparative analysis".
Speaker 1: And you're going to build a top performing report. Now I already have one built here, so I'm going to walk you through the different filters that I added onto this. So, first thing you're going to want to do is add a spend filter. I'm going to add spend above a thousand dollars in my case. I essentially just want to only be pulling in ads that I know in general are working, ones that are scaling. We don't want to be pulling in ads that have only had like a couple dollars of spend for example. So I'm going to add that for spend above a thousand. Next thing I'm going to throw on are my two performance metric filters. So to add those on, you can click add filter, type in performance metrics.
The speaker's mouse clicks the "Add filter" button. A dropdown menu appears. She selects "Performance metrics".
Speaker 1: And this is where you're going to be able to type in for example, click score.
In the search bar under "Performance metrics", she types "click sc". The options "Click score" and "Convert score" appear.
Speaker 1: And you'll see those two options pop up for for click and convert. I'm going to add a click score of 70 or greater. Click score of 70 or greater essentially means we were able to get people to click out really well. We know in general the messaging is really working on our ad. People are super curious about what's going on and they're going to our website. So, um, click score 70 or above. Now I'm going to throw on a second one, which is this one here of a convert score of below 70. So in this case, we're essentially saying, hey, we got people to click out. People were curious and interested. Once they got to our site, they weren't converting. Something to keep in mind is remember convert score is only purchase focused. So if you are, for example, app install or lead focused, you're going to want to change this up a little bit. For example, instead of a convert score, you're probably going to look at that ability from click to leads or click to app install, for example. So this one is specifically focused on purchase, but you can manipulate this a little bit to be based on that bottom line metric if it's not purchase. So just keep that in mind. So for example, I'm throwing those two on to say ads that got people to click out, but ads that aren't converting. Once I've added that on, I'm going to swap over to card view here, which is the four squares.
The speaker's mouse moves to the top right of the creative grid and clicks the "Card view" icon, which looks like four small squares.
Speaker 1: That just allows me to see my creative first and forefront. So personally, I just like looking at this view to see what's going on here. And then I'm going to throw those two metrics on as well. So I'm going to add, um, click score and convert score, um, here as well. Now, the last thing I'm going to want to do is organize my ads by the least, uh, the lowest convert score, I guess you could say.
The screen scrolls down to reveal a table view below the card view. The table has columns for ad name, tags, spend, and various metrics.
Speaker 1: Head down to your table chart, scroll over to the convert score wherever you see it, and organize it by lowest to highest.
The speaker scrolls the table to the right, revealing the "Convert score" column. A tooltip appears as she hovers over the column header. The tooltip reads: "Convert score. The ability of this creative to drive purchase intent. A higher score signifies a stronger influence to finish deeper in the creative's impact." She clicks the column header to sort it from lowest to highest.
Speaker 1: These will essentially be the ads that have the most opportunity for us to iterate on because they really aren't doing a good job at converting. But like we said, we know they're getting people to click out. So, how I like to think about this is here are our top eight for example, ads that are just not converting like we had wanted them to.
The screen scrolls back up to the card view of the eight ad creatives.
Speaker 1: How can we start to explore some changes? I would think of first, we know like we said, the ad is getting people to click out. What messaging are you using? What type of angle? Is it a certain problem solution messaging you're using within the ad? What kind of talent is focused within the ad as well too? What kind of imagery? And do people get that exact same experience when they get to your landing page? Are we mentioning completely different types of problem solution angles, completely different imagery, for example, because maybe there is a mismatch or a disconnect between those two different sides of watching the ad and then actually going to the site to purchase. So, start to think about are there elements of the ad itself we can bring into the landing page to make that experience a little bit more cohesive and see if we can then get more people to convert.
