Speaker 1: Let's talk creative fatigue.
A title card with a purple background and the Motion logo. Text reads: "OUR FAVORITE ANALYSES" and "Keep an eye on creative fatigue".
The screen changes to the Motion Plus One software interface. A woman appears in a circular video feed in the bottom left. The main screen shows a bar chart report titled "Untitled".
Speaker 1: Creative fatigue is super important to keep an eye on because if we do have some top spenders within our account that is starting to hit fatigue, this can affect your overall account performance. So let's go ahead and build a creative fatigue report in Motion.
The speaker's cursor moves to the top left of the interface.
Speaker 1: To do that, go ahead and click create report up in the top left hand menu and we're going to build a top performing report.
The cursor clicks "Create report". A dropdown menu appears with "Top performing" and "Comparative analysis". The cursor clicks "Top performing".
Speaker 1: Once you're in here, I'm going to swap over to line chart view.
The cursor moves to the top right of the chart area and clicks the line chart icon. The bar chart changes to a line chart.
Speaker 1: Line chart view is going to show me over a period of time how things are changing. So it's a really great way to see if I'm noticing any trends of that line increasing, like I mentioned for creative fatigue. Now, to keep an eye on that, the metrics I like to pull in here is CPC and spend.
The metrics selected above the chart are "CPC (link click)" and "Spend".
Speaker 1: The reason I like to use CPC as the lead metric here in terms of indicating fatigue is because if that cost is increasing, that's essentially a red flag alert of, ooh, okay, this ad's most likely starting to fatigue. So once you've gone ahead and added those metrics, the next things you're going to want to do is adjust your table settings.
The speaker scrolls down to the table below the chart. The cursor clicks on "Table settings".
Speaker 1: I'm going to put it to this red and green.
In the "Table settings" dropdown, the cursor clicks on the "Color formatting" option with red and green squares. The cells in the table below are now colored red or green.
Speaker 1: That's going to quickly give me a glance of all my ads pulling into this report, which ones are above and below average. So I want to see specifically that CPC, the ones that are hitting that red mark of below average. I'm going to organize by my lowest CPC first, or the highest cost CPC, I guess is the better way to say it.
The speaker scrolls the table to the right to the "CPC (link of T4)" column. She clicks the column header to sort it, showing the highest CPCs at the top.
Speaker 1: And I'm going to select just my top one here to pull into this chart.
The speaker clicks the checkbox next to the first ad in the sorted list. The line chart above updates to show only the data for that one ad.
Speaker 1: Now, another thing you're most likely going to want to do before you start analyzing ones that are possibly hitting some creative fatigue, is you're probably going to want to add a filter for spend.
The speaker's cursor moves to the top of the report and clicks "Add filter".
Speaker 1: I'm going to put spend above a thousand dollars in my case.
A dropdown appears. The cursor selects "Performance metrics," then "Spend." A modal appears. The speaker types "1000" into the box and clicks "Apply".
Speaker 1: I want to make sure I'm looking at some of my high spender ads. Feel free to adjust this number to whatever makes the most sense to you. Might be a hundred dollars, might be this thousand, might be 10,000, whatever it might be, feel free to throw a filter on for spend above so we're only looking at some of our really high performing ads. Once you've done that, now it's going to pull in all my ads that are meeting that criteria of being at least a thousand dollars spend or more.
The report reloads with the filter applied. The table now shows a list of ads that have spent over $1,000.
Speaker 1: So now I'm going to take a look at, and I think we should still have it organized by CPC. Yep.
The speaker scrolls the table to the right, confirming the CPC column is still sorted from highest to lowest.
Speaker 1: I'm going to pull in this top ad just to start.
The speaker clicks the checkbox for the first ad in the list. The line chart updates.
Speaker 1: Now I can start to take a look at what's happening. If I click on this line here, it's going to show me both lines.
The speaker hovers over the line chart, and a tooltip appears showing CPC and Spend for a specific date. She then clicks on the line itself.
Speaker 1: So your solid line is that first metric, dotted line is the second metric. So I like to pull spend in here just to see what's happening with spend as well too. But essentially, and because this is our demo account, we're a little bit lacking in terms of the data pulling in here, but hopefully you'll start to see some trends of that CPC increasing or CPC staying very consistent. And that's going to again, just help to show you if an ad is hitting that fatigue. Now, another thing I might do is take a peek through here and take a look at what truly some of my biggest spenders are.
The speaker unchecks the selected ad. She scrolls down the table and sorts by the "Spend" column.
Speaker 1: So I might say like, oh, okay, this one spent um, $6,000. I want to pull that one in and analyze that to see what's happening.
The speaker finds an ad with over $6,000 in spend and clicks its checkbox. The line chart updates.
Speaker 1: Click on the line and there we go. I can start to compare these two metrics to see if I'm noticing any trends here.
The line chart now shows a solid line for CPC and a dashed line for Spend for the high-spending ad.
Speaker 1: Now, even if I see that CPC is starting to increase on some of my ads, it doesn't necessarily mean we should turn it off or pause it. Some things I like to do as well is take a look at ROAS. So we could throw in ROAS instead here.
The speaker clicks the "x" to remove the "Spend" metric. She then clicks "Add metric," types "roas," and selects "ROAS" from the list.
Speaker 1: And just see what's happening with that. Are we still getting a really good return on it? If so, we might just keep it running. We just might want to keep a close eye on it if we know that it's an ad that's starting to hit that fatigue. And the next thing you might want to do is think about some iteration opportunities. If you know this is a really big spender within the account and it's an ad that has been working really well for us in the past, maybe we want to start exploring some opportunities to make iterations of this ad. So can we maybe change up the hook? Can we try to pull the same essence of this ad and create a secondary ad? Start running these now that we know that this one's starting to hit fatigue. So hopefully we can start to get some additional winners within those different iterations. That way if we do have to pause or turn off this ad, we've got some great winners that are ready for us and that can continue to keep the account running and keep it in a really good state.
