Creative
Oct 2024 to Sep 2026Updated just now11 of 25Is there enough new, varied creative for the account to keep finding customers?
Five checks, each out of 5, in the order they are usually fixed. The score, the reason and the evidence sit on the left; the chart or table that proves it on the right.
Persona coverage
Is spend spread across the personas the ads themselves show?
One persona takes four fifths of spend; three others are barely funded.
Benchmark source: Soar, SN provisional
Messaging diversity
How many distinct angle by offer by persona concepts are live, and how many win?
Sixteen concept ids resolve to four angles; one concept holds every winner.
Benchmark source: Blue Sense
| Concept | Ads | Spend | Winners |
|---|---|---|---|
| concept-results-by-week-four-first-time results by week four · first-time buyers | 12 | $48,979 | 1 |
| concept-what-it-replaces-first-time what it replaces · first-time buyers | 12 | $29,291 | 1 |
| concept-the-morning-routine-gift the morning routine · gift shoppers | 1 | $19,938 | 1 |
| concept-the-morning-routine-first-time the morning routine · first-time buyers | 12 | $18,584 | 0 |
| concept-the-morning-routine-repeat the morning routine · repeat subscribers | 1 | $15,099 | 1 |
| concept-cheaper-than-the-habit-first-time cheaper than the habit · first-time buyers | 12 | $9,951 | 0 |
| concept-results-by-week-four-gift results by week four · gift shoppers | 1 | $7,462 | 0 |
| concept-cheaper-than-the-habit-value cheaper than the habit · value seekers | 2 | $4,917 | 0 |
Volume and velocity
Are enough new ads launched for the spend, and do enough of them hit?
Net new ads sit inside the band but the hit rate is under 10%.
Benchmark source: Blue Sense, Ross's draft
Format and vehicle
Are formats varied and every funnel stage covered?
Formats are varied; every funnel stage is present; catalogue is not used.
Benchmark source: Soar, Blue Sense
Concentration and lifespan
How much rides on the top two ads, and is the next winner in testing?
The top two ads carry most of the spend and the next winner is not in testing.
Benchmark source: Soar
Churn: is the account living on old ads?
Each month's spend split by the month its ads launched. When the grey band of older ads carries more than 60% of spend, new creative is not getting through.
Aging: how old is the spend?
Each month's spend split by how many days its ads had been running. Most spend in the first week is the testing trap; most spend past 180 days is the cliff.
Testing velocity: enough new ads, and do they hit?
Net new ads a month against a band of one to one and a half ads per $1,000 of monthly spend. Hits are the launches that became winners.
Winners and breakthroughs
The two rules, stated, and how many ads pass them.
A winner spends more than one standard deviation above the account mean and returns more than one standard deviation above the mean revenue, across every ad with spend in the last 90 days. Mean spend $2,628 (sd $5,411); mean revenue $6,167 (sd $12,698).
A breakthrough lifted the whole account: spend in the 14 days after its first delivery rose above the 14 days before at equal or better ROAS or CAC, and the ad carried at least half of the added spend.
- Ads with spend
- 60
- Winners
- 4
- Breakthroughs
- 0