A purple and blue gradient background with a small blue square icon in the top left. White text in the center reads "OUR FAVORITE ANALYSES".
The Motion logo (three overlapping blue squares) and the word "Motion" appear above the text. Below the main text, smaller white text appears: "See which creatives need a new hook".
Speaker 1: When it comes to ad performance, there are times we need to iterate on ads. There could be elements of the ad that's working well and other parts that just aren't quite performing as we had hoped. So iterations can help to possibly create brand new ads that will perform better overall.
A woman appears in a small circle in the bottom left corner of the screen. The main screen shows the Motion Plus One software interface. The report is titled "Iterate on Hook". Below the title is a description: "These creatives are driving conversion but not capturing attention. Change the hook (first 3 secs) so it will get more people to stop scrolling. Try to keep the concept of the ads in tact though since they are driving conversions." Below this are filters: "Last 14 days", "Group by Ad Name", "Ad type is Video", "Spend > $100", "Hook score < 70", "Convert score > 70". The main area shows a grid of video ad thumbnails with their Hook score and Convert score displayed below each.
Speaker 1: Checking iteration opportunities within Motion is super easy and I'm going to showcase a couple different examples. So in this video, we're going to dive into one example of an iteration report. We're going to see which hooks need iterating and we're also going to see how we can start to pull inspiration to change some of those hooks.
The screen changes to a blank, untitled report builder in the Motion Plus One interface. The left sidebar shows a list of folders and reports.
Speaker 1: So to create this report, we're going to click create report up in the top left hand corner and we're going to build a top performing report.
The speaker clicks "Create report" and then selects "Top performing" from the dropdown menu.
Speaker 1: I'm going to layer in a few different metrics to help paint this picture and pull in just the ads that we want to be iterating on. So I'm going to add a filter for hook and we're going to pull in a hook score of below 70.
The speaker clicks the "Add filter" button. A search box appears. She types "hook" and selects "Perf. metrics / Hook score". A modal appears with the condition "Where Hook score <". She types "70" into the value box and clicks "Apply".
Speaker 1: Our motion metrics essentially allow you to measure how well an ad performed at the different stages, how well did it capture attention, hold attention, drive to the site, and then drive conversions. So I'm going to take a look at hook score specifically, which is essentially saying any ad that just didn't capture attention too well. So I'm going to say hook score below 70%.
The filter "Hook score < 70" is now applied at the top of the report builder.
Speaker 1: Now, I also want to pull in ads which we know are working, ads that actually are converting. So we know we're actually bringing in the right audience, the right people. It's just that we're not capturing enough attention at the beginning. So I'm going to add in our convert score.
The speaker clicks "Add filter" again. She types "conver" and selects "Perf. metrics / Convert score". A modal appears with the condition "Where Convert score >". She types "70" into the value box and clicks "Apply".
Speaker 1: And I'm going to say is above 70. So I'm essentially saying these ads are doing a really great job at converting. We're just not capturing attention like we should be.
The filters now show "Hook score < 70" and "Convert score > 70".
Speaker 1: I'm going to adjust these two metrics here as well to match that. So we'll put in hook score.
The speaker clicks "+ Add metric" and selects "Hook score". A bar chart appears showing the hook score for several ads.
Speaker 1: And we'll also put convert score.
The speaker clicks "+ Add metric" again and selects "Convert score". The chart updates to a dual-axis bar chart with purple bars for Hook score and pink bars for Convert score.
Speaker 1: And the last thing I'm going to want to throw on here is probably a spend filter. So I'm going to add a spend above 100 in this case.
The speaker clicks "Add filter", selects "Spend", sets the condition to ">", enters "100", and clicks "Apply".
Speaker 1: We don't want to pull any outliers of ads that have very little spend to essentially say it's doing a good job at converting or it's a bad job at capturing attention. We only want to pull in ads that maybe have had spend above a certain threshold. So we know we're comparing apples to apples here. I'm going to swap over to card view because it's a much easier view to take a look at.
The speaker clicks an icon to switch to "Card view". The bar chart is replaced by a grid of video ad thumbnails, each with its Hook score, Convert score, Spend, and ROAS listed below.
Speaker 1: And now the last thing I'm going to do is actually organize it by the hook score. I want to make sure I'm pulling the lowest hook score first. So let's unselect those.
The speaker scrolls down to a table view below the cards. She clicks the column header for "Hook w/in 7s" to sort the table from lowest to highest hook score.
Speaker 1: So these are the ads that have the biggest room for opportunities of iterating on. So let's click on a couple to add in here.
The speaker checks the boxes next to several rows in the table. As she does, the corresponding ad cards appear in the grid at the top of the screen.
Speaker 1: So as you can see, these ads essentially have that really low hook score. It's not doing a great job at all at capturing attention.
The speaker hovers over the "Hook score" of 40 for the first ad. A tooltip appears: "The ability of this video to hook a viewer into watching it."
Speaker 1: But like we said, we know it's actually converting. It's working well on that front.
The speaker hovers over the "Convert score" of 75 for the same ad. A tooltip appears: "The ability of this creative to drive purchase conversions."
Speaker 1: So this can really quickly and easily point out to you the ads you would want to be iterating on. Feel free to save this report and after you save, you're going to see that share report option as well too.
The speaker gestures towards the "Save" button in the top right corner.
Speaker 1: So definitely share this feedback with anybody who would be doing these iterations, so your creative team or an agency that would be editing these ads, iterate on. And then if you want to start to see, well, what should we change the hook to be? What is working really well? You can dive into the top hooks report.
The speaker clicks on "Top Hooks" in the left sidebar menu. The screen updates to a new report titled "Top Hooks" with different filters and a different set of ad thumbnails.
Speaker 1: In a separate video, we dove a little bit more into how to pull out these top hooks. So go and watch that video next on how to build this report. But this is essentially where you're going to start pulling that inspiration from. So that way when you go to edit those ads that need to be iterated on the hook, you know what to replace it with.
