Speaker 1: > [VISUAL: Motion logo on a black background. The logo is three overlapping purple rectangles next to the word "Motion" in white.]
If you ever asked yourself the question, which ad format works better for us, or which creator is working better for us, or maybe even based on stage of funnel, what specific format works well within that stage, that's what we're going to be diving into today, which is essentially how to uncover creative trends.
A woman appears in a picture-in-picture in the bottom right corner of the screen. The main screen shows the Motion Plus One software dashboard. A bar chart compares "Spend" (purple) and "Impressions" (pink) for five ad groups: Optimus Prime, Wheeljack, Bumblebee, Megatron, and Skywarp. Below the chart is a table with detailed metrics for each group.
Speaker 1: So, diving into an individual ad is great. It's going to let you see which individual ads are working, what specifically is working or not working about it. But what we also want to do is pull those holistic trends, the grouped views where we can decide what direction to lean into based on those results. Meaning, do images holistically work better than videos holistically? Does creator one work better holistically than creator two holistically? So seeing those higher level insights can really guide us on what direction to take with what creatives to make and lean into.
Speaker 1: Now, if you haven't yet watched the session on naming convention, I would recommend going there. It's going to give you that high level view of what to include within naming, which will then unlock how we can pull these different insights within Motion.
Speaker 1: But if you've already done so, let's go ahead and deep dive into Motion and how we can start pulling out those insights. Like you would have seen in that session, we'll be exploring comparative reports.
The speaker's cursor moves to the left sidebar and clicks on "Create report". A pop-up appears titled "Create new report" with four options. The cursor hovers over the second option, "Comparative analysis".
Speaker 1: Comparative reports, like I was saying, is going to allow you to pull those higher level grouped views of how does one group of ads do in comparison to another group.
A confirmation pop-up appears asking to leave the page. The speaker clicks "OK". A new, blank report screen appears. The cursor clicks on the "Define groups of ads to compare" dropdown.
Speaker 1: So you can click this button here and select create custom group, which is where we're going to be able to determine which groups we want to see.
The speaker clicks "Create custom groups". The view changes to show two empty group fields. The speaker clicks "Add filter" on the first group.
Speaker 1: So let's start with that really quick example of image versus video. Nice thing naming convention wise, this is actually one of the pieces you don't need within naming. Um, we do automatically pull it through the API. So let's start with that one.
The speaker navigates the filter dropdowns: Ad setup -> Ad type -> is -> Image. She clicks "Apply".
Speaker 1: So under ad setup, ad type, we could do group one is image versus ad setup, ad type, group two is video.
The speaker sets up the second group with the filter "Ad type is Video" and clicks "Apply". The report populates with a bar chart comparing "Video" and "Image" based on "Spend" and "Impressions".
Speaker 1: So now we have our two different groups, images versus videos, and we can begin to deep dive and explore which is working better for us right now. I just have last 14 days selected, but feel free to select longer date ranges as needed. But we can see we've put a lot more spend behind video versus image. Now, we might also want to see, well, which format type is returning back better for us.
The speaker clicks on the "Impressions" metric tag, which opens a search box. She types "roas" and selects "ROAS".
Speaker 1: If we're purchase focused, I could go ahead and select ROAS or CPA, slash if you're app install focused, you could do cost per app install, whatever it might be. Feel free to swap metrics as needed.
The bar chart updates to show "Spend" and "ROAS" for the "Video" and "Image" groups. The ROAS for Video is 4.25 and for Image is 3.73.
Speaker 1: But in this case, we can see, you want to know what, we're putting a lot more spend behind video, but it is returning back better for us actually. So that's great. That's exactly what we would want to see. Now, if we notice that images were actually returning back a lot better, that might flag to us that, ooh, we maybe need to lean a little bit more into image content and decide if we want to launch some new images this next batch of creatives.
Speaker 1: Now, another fun view you guys have access to within comparative reports is the line chart view.
The speaker clicks the line chart icon in the top right of the chart area.
Speaker 1: This one is going to show you changes over a period of time, which can be really interesting. Say for example, maybe we are trying a new different style of video format and we want to see does video actually start working better for us over time if we noticed it wasn't working well for us during like certain months that we were testing it. So you can do line chart view to see that difference over time. Now, this one is just set to a daily view, but say we go back last 90 days, for example, then I could swap to a weekly option.
The speaker changes the date range to "Last 90 days" and the time interval from "Daily" to "Weekly". The line chart updates.
Speaker 1: And then we can see week over week how has that been changing. Now, this is our demo account, so it's going to look a little funky with the data, but hopefully you'll notice a bit of a smoother curve or change in how those different groups are changing over time. This one's just showing spend, but I could swap to see like return wise how is that one shifting over time, um, or any metric at all that you want to load in here. But looking at that line chart view is a really fun one to spot trends.
Speaker 1: Another great example of this is maybe you sell a couple of different products and we notice within certain seasons of the year, product A really spikes up in sales, but then it starts to dip and product B takes over and that's the one that we are noticing we're getting a lot more sales for. So seasonal changes too, again, really fun to pull in that line chart view and see in this type of a view. Now, if you also go back longer, like a 365 window, you will also have the option to choose monthly.
The speaker changes the date range to "Last 365 days" and the time interval to "Monthly".
Speaker 1: So again, making those lines a little bit smoother to see how are those trending over a longer period of time.
Speaker 1: Now, another example might be we want to look at different creators and how each different creator is working in comparison to one another. Let's go ahead and build out a report for that.
The speaker creates a new comparative report and selects "Create custom groups".
Speaker 1: So I could click to create a custom group and I could say add name, because this would be included within your ad naming conventions. Like I said, watch that session if you haven't. But maybe ad name contains Bumblebee as our first group, which is our first creator, versus our second group, which is Optimus Prime. So I'll just put prime in here, versus our third group being Wheeljack.
The speaker sets up three groups using the "Ad name contains" filter for "Bumblebee", "prime", and "wheeljack".
Speaker 1: So anything within our naming conventions essentially, we can start to create these groups to then pull those higher level views on how these different groups are doing in comparison to each other. Now, aside from just ROAS, is it returning back well or not for us, we might also want to dive into other metrics.
The speaker changes the "Impressions" metric to "ROAS", then clicks "Add metric" and adds "Thumbstop". The bar chart updates to show three bars for each group.
Speaker 1: So a great example of this would be which ads are capturing attention a little bit better. And Bumblebee is the one that's actually capturing attention really, really well for us, surprisingly. So they're returning really well, they're capturing attention well, we're not putting as much spend. So directionally, do we hire Bumblebee to make more content because we are seeing some success here.
Speaker 1: And one thing you will of course want to do is dive into the individual group just to get a little bit of a deeper insight.
The speaker clicks the "ad breakdown" link for the Bumblebee group in the table below the chart.
Speaker 1: So if you click into ad breakdown, that's where you're going to be able to see, for example, which ads are popping up under the group for Bumblebee.
The screen changes to the "Bumblebee breakdown" report, showing top ads and a list of individual ads.
Speaker 1: Do we notice one ad had $100,000 worth of spend and all the rest had a thousand? Do we just have like one extremely, um, high scaling asset that's becoming a winner within that group, but it's kind of taking over a lot of that data, or do we notice a nice, um, spread of ads that are also doing really well. So as you're, you know, diving into that and exploring it a little bit more, just also be sure to deep dive into what is happening within the group itself and if there's any anomalies within the group. You can go ahead and create a top performing report.
The speaker clicks the "Create Top Performing Report" button.
Speaker 1: That's going to let you deep dive into the individual ads that are a part of that group. So just like this example for Bumblebee, and I go over to card view, I'm going to be able to see what is happening within these groups and deep dive into it a little bit more.
The speaker navigates back to the comparative report.
Speaker 1: Now going back into this report, if you don't want to create that top performing, just know you can also start analyzing the previews here as well. So if we did notice, for example, Bumblebee does a really great job capturing attention, I can really easily just click on this to start playing the assets directly in here too.
The speaker clicks the play icon on a video thumbnail in the ad breakdown view. A small video player pops up and plays a video of a hand lighting a candle.
Speaker 1: And this is our demo account, like I said, so content isn't very engaging, but hopefully you have a lot more engaging content you can pull some inspiration on. But again, just a really nice way to dive in a little bit deeper to the insights to flesh out the insight that you found.
Speaker 1: Within these groups as well too, just know that we also have the global filter option, which will essentially add like a larger filter to the entire group. So maybe I wanted to see based on the different creators we're working with, which one is specifically working as part of our prospecting campaign and I don't want to look within our retargeting campaign, let's just say. I can easily throw on that global filter for prospecting.
The speaker clicks "Add filter" at the top of the report and sets a filter for "Campaign name contains prospecting".
Speaker 1: Or maybe we sell a bunch of different products and I want to dive in and see which creator works with a specific product because we know we're going into the season of that product and I want to figure out which creator to hire that's doing a really great job promoting that. You can also throw it on as an example there. So global filters will allow you to dive in even deeper.
Speaker 1: And one last thing to point out here, which was mentioned in that other session with naming too, is within your naming conventions, if you include identifiers, that's going to unlock a lot of automation.
The speaker shows a table view of ads. The ad names have a structured format, e.g., "c:Scented with love_f:Video_o:50OFF_lp:PDP_i:Optimus Prime".
Speaker 1: So like you saw in our session today, we clicked to add group, add group, add group, and then we continued to manually add every single one based on the ad name or ad set name or campaign name containing a certain thing. What we can start to do instead is automate a lot of this. So to give you an example of what I would mean, here are our different ad names within our demo account. We use I colon as an identifier to say that I colon means influencer. And you can see next to Optimus Prime, we have I colon, next to Wheeljack, we have I colon, next to Bumblebee, we have I colon. It's something consistent in front of the naming to identify what that specific thing is. You can use anything, so it could literally say INF for influencer and use a dash instead of a colon. That doesn't matter, you just need to have some kind of consistency in front. Same with O colon meaning offer for us and C colon meaning concept.
The speaker navigates to Workspace settings -> Naming convention -> Meta -> Edit property for "Influencer". The settings show the property name is "Influencer" and the identifier is "i:".
Speaker 1: With that identifier piece in front, what you can set up within Motion is under naming conventions, you can go ahead and add a brand new property and I could for example, look for I colon. In this case, I already have it pre-built out, so I'll show you how it looks. But I said I colon and I titled it influencer, and now our system is finding all of those different influencers. But you can do this for any element within naming. Where this becomes really nice is when it comes to creating that comparative report, all I have to do is select the option from the dropdown there, and it's going to keep this up to date if I work with new influencers over time or I'm trying new different hooks or I'm testing out different kinds of messaging or whatever it might be, you're going to have your comparative report pre-built and automated, which is really nice.
The speaker creates a new comparative report and, from the "Define groups of ads to compare" dropdown, selects "Influencer". The report automatically populates with a bar chart comparing all the influencers.
Speaker 1: So that is a quick run through of how to pull creative trends. So we know which direction to lean into, what kind of direction is working, what isn't working, and how do we want to structure our next batch of creatives based on the learnings that we're finding within here. And just remember, you can pull these higher level trends as long as we're including it in any element of the naming convention, meaning ad name, ad set name, or campaign name, you can start to pull these higher level views.
Motion logo on a black background.
