Motion logo on a black background. The logo is three overlapping purple rectangles next to the word "Motion" in white.
Speaker 1: We all know when it comes to making brand new ads, we've got either those net new creatives, so think those big, crazy ideas, things we haven't tested before, or we have iteration opportunities, which is more so that low hanging fruit where we are seeing performance, things working within an ad, and we're going to take those bits that are working and the bits that aren't working, seeing if we can change those out to make more winners or take learnings from those.
A woman appears in a picture-in-picture window in the bottom right corner of the screen. The main screen shows the Motion Plus One dashboard. It's an untitled report with a bar chart comparing different ad creatives across metrics like Spend, Impressions, Hook score, and Watch score.
Speaker 1: What we are going to hone in on and focus today is finding that low hanging fruit and diving into finding iteration opportunities within Motion because we make it really, really quick and really easy. I'd recommend having your Motion account open. Feel free to follow along, pause as we go, but you'll definitely want to be creating these reports within your account too.
Speaker 1: So first thing I'm going to do is click create report, and I'm going to select a top performing report first.
The speaker clicks "Create report" on the left sidebar. A "Create new report" modal appears. The speaker selects "Top performing". A confirmation dialog appears, and the speaker clicks "OK".
Speaker 1: I'm going to head over to card view because I like seeing the visuals first and forefront. And then I'm going to go ahead and add a couple of different metrics. Feel free to clear out whatever was automatically added in there.
The speaker clicks the card view icon. The view changes to a grid of creative thumbnails. The speaker removes the default metrics "Impressions", "CPM", and "Link clicks" from the top of the report.
Speaker 1: So the first metric I'm going to load in here is spend. I want to make sure our assets are scaling. We don't want to be looking at ads that haven't scaled enough. It's just not ready to take learnings from. So we want to make sure we're seeing ones that are scaling first and forefront.
The speaker clicks "Add metric", types "spend" into the search bar, and selects "Spend". The cards now display the "Spend" value for each creative.
Speaker 1: Second thing you're going to load in here is your goal metric. So if you are purchase focused, that would be ROAS most likely or CPA. But if you are any other type of goal such as app installs, leads, whatever it might be, feel free to load that in. So cost per app install or whatever that could be. Could also be a custom event. Just know you can also pull those into Motion if you have custom conversions or events. But feel free to load that in as your second metric.
The speaker clicks "Add metric", types "roas", and selects "ROAS". The cards now display "Spend" and "ROAS". The speaker then demonstrates searching for "cost per app install".
Speaker 1: From there, we are going to load in our motion metrics, which are these little purple ones here. You can either type in motion and it'll pull all four of them up, um, or you can just search for those purple icons. But we are going to pull up hook score, watch score, click score, and we'll do convert score like that.
The speaker clicks "Add metric" and adds "Hook score", "Watch score", "Click score", and "Convert score". These are all indicated by a purple icon.
Speaker 1: One thing to keep in mind is that convert score is just for purchase. So if you are a client that is lead focused or app install focused or one of those other variation of options, you won't want to use convert score. It's something to keep in mind. I will show you how to tailor this report a little bit further in those cases, but we'll just start with the basics to begin with.
Speaker 1: Next thing we're going to want to do here is throw on any additional filters that make sense to parse ads out by. For example, if we are looking at whatever kind of strategy you are running, maybe we just want to dive into ads that are a part of our prospecting campaign, or maybe we're just diving into ads that are a part of a creative testing campaign. Feel free to throw on those additional filters. I will put this one in here.
The speaker changes the "Group by" dropdown to "Ad Name", then clicks "Add filter". They select "Campaign name", "contains", and type "prospecting".
Speaker 1: Let's pull in just anything as part of prospecting as an example, and then we've got that added and good to go.
The speaker clicks "Apply". The report updates, showing a filter tag "Campaign name contains prospecting". The card view now shows creatives that match this filter.
Speaker 1: Now we can start analyzing these ads and pulling out some insights to figure out what we want to do next. So like you'll see, motion metrics will give you a color score. You'll either have red, yellow, or green. It'll give you a number between zero to 100. And what this will help you do is directionally figure out what is happening within the asset. So think of your first two metrics, if it's scaling and if it's returning back for you as those harder metrics, like is this ad working or not based on our objective versus these additional motion metrics are more so painting a picture and telling a story of why or why not it's working. And we're comparing to other ads of yours, which is really nice.
The speaker hovers over various Motion Score metrics on the creative cards, showing tooltips that explain each score (e.g., "Hook score 71. The ability of this creative to hook a viewer into watching it."). The scores are color-coded red, yellow, or green.
Speaker 1: So we can start to see comparatively within this ad, this one's doing a really great job capturing attention. So whatever we have within those first three seconds is hooking people in, it's capturing attention really, really well. Where we're not doing as good of as good of a job here would be driving clicks out. So we maybe don't have a strong CTA. It's like interesting content, but it's just not calling people out to really explore it on the website or to download the app or whatever it might be. So that's where we're saying those storytelling metrics to say like why something is or is not working.
The speaker points to a creative with a high (green) Hook score and a low (red) Click score. A tooltip for the Click score reads: "The ability of this creative to get viewers to your landing page."
Speaker 1: One other last thing you'll notice within these motion metrics is that sometimes you'll see little dashes for hook and watch. That is totally normal and expected because with images, for example, we can't pull that. So we can't see if people are staying to watch three seconds or continuing to watch longer. So for any of those static images, you won't get the hook and watch, but you will still get click and convert, which is plenty to still pull some information on on how to improve that iteration.
The speaker points to a static image creative card where the "Hook score" and "Watch score" are represented by dashes.
Speaker 1: So with these storytelling metrics, you're probably wondering, okay, what do we do from here? What learnings can we take and how can we then go ahead and create iterations? What you essentially want to be looking at here is, like I said, finding opportunities to have a quick win. In this case, like this example we were looking at, I'd probably open up, watch this video, watch it to see what's happening within the hook. What is happening within those first three seconds? Is it a certain type of messaging we are leaning into? Is it a certain talent we're showing or maybe for example, a certain style of visual that maybe is doing a really good job capturing attention.
The speaker clicks on a video creative, which opens a modal showing "Creative insights". A small video player appears, and the speaker scrubs through the first few seconds.
Speaker 1: I'd also watch this asset to see within it, do we have a strong CTA in it at all? Or is it like all the way at the end of the video and people just aren't getting to the end to the point where we are calling them out to the website or to download the app or to fill out the lead form as an example. So start to pull that creative bit in where we start analyzing what is happening within this asset. Now, hopefully you guys also have much more engaging content. This is our demo account, so the videos in here aren't the best for demonstration, but hopefully you guys have some more things you can pull out as you watch your video content.
Speaker 1: Now, this view is great. It's going to give you that higher level overview, but we do have some pre-built folders which we can load into your account if you want. Feel free to just reach out here in the chat bubble if you want access to these. But these are our iteration and inspiration folders. Also, our demo account is pretty messy. Hopefully yours doesn't look like this, but wanted to give you guys a quick glance at these different folders.
The speaker scrolls down the left sidebar, revealing a long list of folders. They highlight two folders: "Iterations Needed" and "Inspiration for Iterations".
Speaker 1: So what we can start to do is actually use these motion metrics to filter in ads that are meeting certain criteria and have an opportunity for an iteration. So if we look at iterations needed as an example, it would filter by all of those stages. So ads that aren't capturing attention very well, ads that aren't holding attention very well, ads that aren't driving clicks very well, and maybe ads that just aren't converting really well, but we are driving clicks out.
Speaker 1: So let's head over to iterate on hook for our first example. Iterate on hook, how this one is filtered is it's looking at ads that have a hook score below 70. So if we're looking at that rating system from 0 to 100, the hook is a little bit lower. It's not quite within that green, it's going to be in that yellow shade. So anything below 70. But it is converting for us. So it is technically working. These would be the ads we have the biggest opportunity to just iterate on the hook because we know in general when we get people in, they are converting. So it is the right audience. Messaging and ethos of the ad is probably working exactly as we expect. We just want to capture a little bit more attention and get people staying to watch the content and click out.
The speaker clicks on the "Iterate on Hook" report. The report view loads, showing filters at the top: "Ad type is Video", "Spend > 100", "Hook score < 70", and "Convert score > 70".
Speaker 1: So these would be all the ones pulling in automatically for ads where we could iterate on the hook. So again, I'd start watching all of these assets, see if I notice anything visually or messaging wise within these hooks. Do I notice any themes? Oh, if so, maybe we don't lean this direction because we notice that we continually are not capturing attention quite as well. So that's one thing you can pull from this.
Speaker 1: Now, for those of you who are not purchase focused, and like I mentioned, convert score isn't going to work too well for you. Definitely ways we can customize this. So let's take a look at as the example, maybe a cost per app install focused client. What I can do instead is load in cost per app install.
The speaker removes the "Convert score > 70" filter. They click "Add metric" and add "Cost per app install".
Speaker 1: And let's just say like generally, maybe anything below $5 is a good cost per app install for us. Instead of having that convert score as a filter, I would pull a performance metric filter and do cost per app install. Just make sure you search for the one you want. And I would say is in between 0.1 and $5. Now you notice I didn't select the one as cost is below a certain amount. We want to also make sure we're hiding out any $0 ones. So that's why I usually do is that in between so that way we get that zero taken out.
The speaker clicks "Add filter", selects "Performance metrics" -> "Cost per app install", and sets the condition to "is between $0.1 to $5".
Speaker 1: But with that, now I can see ones that are technically not capturing attention for us, but generally these apps or these ads, sorry, are working. They are converting based on our goal. And again, these would be the ones that we could make that quick iteration opportunity on. Aside from that, let's head over to the inspiration folder. This is where we're going to figure out what to change it to. So if we did want to, for example, adjust the hook on those assets, we could figure out what kind of hooks are working. So let's go into that example here.
The speaker navigates to the "Inspiration for Iterations" folder and clicks on the "Top Hooks" report.
Speaker 1: So similar type of approach here. We're just going to have the motion metric but flopped the other way. So instead of it being not capturing attention well, we want to say but it is capturing attention well. So hook score is above 70. We might also want to load in an additional metric like ROAS as an example or cost per app install or CPA, whatever it might be, just to validate again that it is generally working for us. We don't want to have, for example, something that has a great hook and it just captures attention because it's really shocking, but the people that we do get in aren't converting. It's the complete wrong audience. So that's why you want to have a little bit of extra validation here just to see the ones that we are capturing attention really well on, are they actually working for us? So that's the first thing.
The "Top Hooks" report is shown. It has filters for "Spend > 100", "Hook score > 70", and "ROAS > 0.5".
Speaker 1: Second thing you might want to throw on here is something like a spend filter. So that would just be again, coming here, performance metrics, selecting something like this and saying anything that's spent above 100 or above a thousand or 500 or whatever that benchmark would be, just to make sure again that we're looking at ads that we can pull meaningful learnings from and not something that has just spent just a little bit, but we captured enough people's attention that it's got an incredible hook score already. Um, you'll just want to throw something like that on.
The speaker demonstrates adding a "Spend" filter.
Speaker 1: Same thing I would do here, just essentially open up any one of these assets, go ahead and play the videos, try and figure out what's going on within these video assets that is capturing attention well, draw some inspiration from it, and then now you've got your idea of what we want to change within the hook of the ones that weren't working too well, and we can then make an iteration and hope that that one performs better.
Speaker 1: Now, in terms of sharing and saving those insights and passing it on to possibly teammates or agencies to make that content or creators to make that content, I'll show you a really quick and easy way to do it. So let's head back over to iterate on hook. And let's go ahead and I'm going to unselect all of these. Let's just say this top asset here is the one I want to lean into to making an iteration on. Go ahead and select the one or a couple that you want to iterate on and click this share report option up in the top right.
The speaker navigates back to the "Iterate on Hook" report, switches to table view, selects one ad, and clicks the "Share report" button.
Speaker 1: This is going to generate a shareable link that you can send to anybody, which is great. So whether or not they are in your motion account, they are still going to have playable assets that they can click on. So then I might add a message similar to this, mentioning what we want to change within the asset, what we want to lean into for that new hook. Go ahead and copy that link.
In the "Share as Snapshot" modal, the speaker adds a comment: "Can we iterate on the first three seconds of this asset, and add in a new hook which aligns with our educational messaging". They then click "Copy link".
Speaker 1: And then it's going to look like this where we've got the video that we can then click, open, you'll be able to play the asset to see what's going on within it. They'll also have your comments up here in the top. And then you can also tag if they are a teammate within your account, you can go ahead and add additional comments here. So as an example, maybe we have a video editor on the team who's going to be making those changes. They could tag their teammate. I could say at Miguel, can you make these changes? And they can comment back as well too, letting us know it was finished. So a really great way of communicating back and forth with different projects that we want to work on, sharing that feedback and also making sure they get notified um of those changes.
The speaker shows the shared snapshot view. It has the video, the initial comment, and a new comment box where they tag "@Miguel Lozano" and type "can you make these changes?".
Speaker 1: So one thing you can do to dive even deeper into the video asset is use our creative insights. So if you didn't just want to use motion metrics, you can select this option here and you'll get a little bit of a deeper insight into the creative itself. So you can either look at audience retention or drop off. So drop off is going to show you if you have like a big spike at a certain period of time. We might say between zero and say 15 seconds, that's where we see our biggest spike at about that point. So then we could say, okay, we've lost people by this point in the video. Do they even get to the most important messaging after that or are most people gone by then? So video analysis is going to let you dive in a little bit deeper to where we're seeing drop off.
The speaker opens the "Creative insights" modal for a video. It shows a "Video analysis" section with an audience retention graph. The speaker clicks the dropdown to show the "Drop off" option.
Speaker 1: Placement breakdown is going to show you where this asset ended up. This can be interesting too. For example, if we notice that maybe Facebook feed is where it ended up more than our stories, was this asset created for feed or was it more so created for stories but then turned into a feed or vice versa. And you can always check what those different assets look like by selecting this here and just toggling between the different previews so you can see what does this creative look like in say stories or feed depending on where it was um mostly sent to.
The speaker points to the "Placement breakdown" bar chart and then the preview dropdown below the video player, which allows toggling between different placement previews like "Feed" and "Stories".
Speaker 1: And then next you're going to have gender and age breakdown. This can still be very interesting to see which creatives work based on different genders and different ages. Did we expect that if we do have a little bit of a variety of an audience, did we expect that this kind of creative would work with this gender or and or age or is that totally unexpected and it's a very interesting learning we can take from there. So creative insights is just going to let you dive in a little bit deeper and possibly pull a little bit more inspiration on what kind of content we want to iterate on or just take learnings from in general.
Speaker 1: So that is a quick run through of how we can start to pull iteration opportunities, how you can find ads that aren't quite working or are almost there and we can make that quick iteration on or finding ads that are working really well that we can draw inspiration from to make changes to those ones that are almost, almost there. Like I mentioned, if you want to get those folders, so both this iteration needed and the inspiration folder, just reach out to the chat in the bottom right corner. Our support team would be happy to load those templates in. They're going to be pre-filtered for those motion metrics. And like I said, just make a little bit of adjustment anytime you see a convert score, just swap to cost per whatever your metric is and swap this one here and then that should be pre-built and ready to go. But hope you guys enjoyed and ping us with any questions as you begin exploring a little bit more.
Motion logo appears on a black background.
