Experiment 6: Impact of Creative Elements on Display Ads CTR

Does Creative Matter: a series of experiments in which we run ads targeting marketers, telling the marketers that these ads are part of an experiment. The goal is to prove how small creative changes within your ads can have a large impact on performance.

In our December 2020 experiment, we wanted to challenge one of our ongoing winner (the Bottle) while also experimenting with new creative elements! This cycle ran for 7 days and collected 1,121 clicks.

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Outline

This experiment included the below variable groups and values. ‍

• Text Presence: Bottle vs Bottle+Text vs Text only - alone with this came a BG test
• Color: RedBlue vs YellowGrey vs BeigeBlue
• Animation: Slide vs Zoom vs Bounce vs None

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CTR Results

The most impactful creative component from this experiment was the Beige+Blue color, with an avg. CTR of 4.05%. That color combined with the Marble BG and Text+Bottle represents our top performing ad over the last 6 months - it's very clear that our top performing ad can't be beat easily.

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Click Results

In terms of clicks, we can see the same trends as CTR, with Beige+Blue ads capturing the highest percent of the total (for tested elements). Marble was the most impactful background and Bottle+Text again was a winner.

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After running the same test types with new elements for about 6 months, we've seen a continuous winner in the Bottle+Text, Marble BG, and BeigeBlue color. Next month we'll move on to a completely new test - keep an eye out here and on our Instagram to follow the DCM journey.