Speaker 1: > [VISUAL: On-screen text overlay: "Comparative Analysis"]
The comparative analysis is where you can compare groups of ads against each other to see which one's working best.
Screenshot of a web application UI. A search bar is at the top. Below it is a section titled "COMPARE GROUPS - Segment your ads into groups and compare them". There are two groups, A and B, labeled "Images" and "Video" respectively. Each has a "Search and filter" input field. Below are buttons for "+ Add Group" and "+ Filter All Groups". The speaker's video is in a circle at the bottom right.]
So as a basic example, you might want to compare images against videos to see which one's doing better.
The user types "Images vs Videos" into the top search bar.]
So you'll create one group for all the images and you'll find them by searching ad name contains image.
The user clicks the "Search and filter" field for the "Images" group. A dropdown appears with options like "Filter by selection", "Campaign Name", etc. The user types "image". The dropdown updates with suggestions like "Campaign contains 'Single Image Ad'" and "Ad name contains image". The user selects "Ad name contains image" from the dropdown. The filter "Ad name contains image" now appears in the input field for the "Images" group.]
And you'll create another group for videos by searching ad name contains video.
The user clicks the "Search and filter" field for the "Video" group. A dropdown appears. The user types "video". The dropdown updates with suggestions like "Campaign contains 'Into the Sun IG Video Story'" and "Ad name contains video". The user selects "Ad name contains video" from the dropdown. The filter "Ad name contains video" now appears in the input field for the "Video" group.]
And you can compare those against each other.
The UI updates. The "Images" group shows "595 Ads" and the "Video" group shows "224 Ads". Below, a bar chart appears titled "Spend vs ROAS". The "Images" group has a large magenta bar for Spend ($117K) and a light gray bar for ROAS (13.59). The "Video" group has a smaller green bar for Spend ($19.8K) and a light gray bar for ROAS (17.13).]
You can also add a filter, a a global filter for all the groups where if you want to narrow it down and only see the results for top of funnel, you can add a global filter to say only include ads where the campaign name contains top of funnel or prospecting or however you name it.
The user clicks the "+ Filter All Groups" button. A new section appears below the groups titled "FILTER ALL GROUPS - Filter creatives across all groups". The user clicks into its "Search and filter" field, types "prospecting", and a dropdown appears with suggestions. The user selects "Campaign name contains prospecting". The UI updates with the new global filter applied. The "Images" group now shows "243 Ads" and the "Video" group shows "124 Ads". The "Spend vs ROAS" chart updates. The "Images" group now shows Spend of $14.4K and ROAS of 12.1. The "Video" group shows Spend of $11.6K and ROAS of 13.0.]
If you miss the video about naming conventions, I highly encourage you to check that one out because the comparative analysis uh really does depend a lot on naming conventions. The more powerful your naming conventions are, the more value you'll get out of the comparative analysis.
On-screen text overlay: "8 Groups"]
And you can compare up to eight different groups at the same time.
On-screen text overlay adds "Influencers" in purple text below "8 Groups".]
And it's perfect for comparing things like different influencers,
On-screen text overlay adds "Products" in purple text below "Influencers".]
different products featured,
On-screen text overlay adds "Marketing Angles" in purple text below "Products".]
different angles that you're comparing, all of the different kind of week-to-week tests that you want to run for themes and concepts and angles, the comparative analysis is where you want to do that. Um, and uh the naming conventions, the more robust they are, the more uh analysis you can do with this report type.
