Metrics:
CPM: €14.89
Thumbstop: 66.59%
100%/3s video retention: 13.43%
15s/3s video retention: 45.33%
75% video plays (rate): 16.50%
Video avg. view: 14 seconds
CTR (outbound): 2.68%
Click to purchase: 4.06%
CPA: €13.59
AOV: €67.78
ROAS: 4.99
Creative Analysis:
1. Strengths:
- High Thumbstop Rate: The thumbstop rate of 66.59% is quite impressive, indicating that the ad's initial visual is very effective at capturing the audience's attention.
- Strong Video Engagement: With a 45.33% retention rate at 15s/3s and a 16.50% rate for 75% video plays, the content is engaging enough to retain viewers well past the initial hook.
- Effective Call to Action: The CTR of 2.68% is above industry standards for social media advertising, suggesting that the call to action is clear and compelling.
- High Conversion Rate: A click to purchase rate of 4.06% is excellent, showing that the ad is not just engaging but also converting well.
- Healthy ROAS: A ROAS of 4.99 is very strong, indicating that for every euro spent, nearly five euros are being returned, showcasing the ad's profitability.
2. Areas of Improvement:
- Lower 100%/3s Video Retention: The 100%/3s video retention rate is 13.43%, which, while not poor, has room for improvement to ensure that more viewers are engaged from the start.
- Average Order Value (AOV): Although not weak, the AOV of €67.78 could potentially be increased with strategies that encourage higher spending per transaction.
3. Recommendations:
- Content Variation: Develop variations of the ad to combat creative fatigue. This could include featuring real customer testimonials, showcasing different use cases, or highlighting seasonal designs.
- Leverage Social Proof: Integrate user-generated content or reviews into the ad or its follow-up sequence to build trust and provide social proof, which can be a powerful motivator for new customers.
- Test Different Video Lengths: Experiment with shorter versions of the ad to see if a more concise message retains viewers' attention better and leads to higher engagement.
Analysis of variations:
Hook 1, "I've LITERALLY tested everything to make my cookies look better," likely worked better because it is humorous and relatable, captures attention with its absurdity, and creates curiosity. It effectively sets up a problem that viewers are eager to see resolved, making the introduction of the Pastrymade rolling pin more impactful as a solution.
In comparison, hooks 2 and 3 might not be as effective because they are more straightforward and lack the same level of humor and storytelling. While they address common pain points, they don't engage the viewer's curiosity in the same way that watching someone roll dough with a toy car does. Hook 1 creates a narrative that viewers want to follow to its resolution, which is seeing the effectiveness of the Pastrymade rolling pin.
Hypothesis: