Jergan Callebaut
12.12.2019

What’s the most important part of Facebook Ads? The creative.

The data boom has driven focus on areas such as targeting, brand and reach for Facebook Ads, yet the creative remains the most impactful factor in successful Facebook Ads

When it comes to crafting the perfect Facebook Ads marketing campaign, you’re immediately faced with a huge number of variables: Are you targeting a specific, niche group – or a broader audience? What type of Facebook Ad are you going to use? What tools are you using to give your campaign that extra push? 

“The creative is responsible for the largest contribution (47%) to sales from ads”

But, despite the fact that new innovations, trends and technologies keep making the industry more and more complicated, a fact remains the same: When it comes to our ads, the creative is the most crucial element

The creative is crucial

Forgive me if that doesn’t sound very innovative, but it’s something we may need reminding of.

The importance of the creative in marketing has long been a fact, and in 2006, a Project Apollo survey found that 65% of a brands sales uplift came from the creative

“Data might just be what’s leading people to undervalue the creative”

Of course, the marketing and advertising industry has undergone radical transformation over the last decade meaning that other variables in ads have become more important. Yet a 2017 Nielsen survey still found that the creative is responsible for the largest contribution (47%) to sales from that ad. Other factors that are often far more revered in marketing today were much less responsible for success, such as reach and brand, which contribute 22% and 15%, respectively. 

“While the equation today involves several factors, good creative is still the most important element,” concluded Nielsen.

Nielsen-advertising-effectiveness

Nielsen’s 2017 study into the impact of each advertising element on sales

Yet, despite the data and – frankly – common sense pointing to how utterly key the creative is to the success as a campaign, it’s still a fact that’s been taken for granted. Targeting, for example, receives huge amounts of attention from performance marketers, with 55% saying their focus is on using data to target their audience better in the next year – despite it ultimately contributing just 9% to the overall success of the ad. And that focus on data might just be what’s leading people to undervalue the creative

Data and the creative

The ‘data boom’ that has swept through the industry over the last decade is, in large, responsible for the declining focus on the ad creative. With data top-of-mind for marketers, the spotlight has shone on results, instead. 

The problem is this means we’ve reduced creativity, what’s supposed to be central to the creation of Facebook Ads, to the lowest common denominator. And we’ve overlooked the relationship data and creativity can have by ignoring one crucial piece of the puzzle: Content data.

Ad-creative-Facebook-Ads

Content data is made up of all the features within an ad

The imagery used, the layout, the copy and the colours of the ad – to name just a few elements – are all powerful data points, especially when combined with engagement data allowing us to  understand which features correlate with high, or low, performance – a process we call ‘semantic content analysis’. Utilising your content data allows you to implement the power of  data-driven marketing, while putting creativity back into the heart of your Facebook Ads.  

Collaborative AI creativity

Of course, semantic content analysis is all well and good when you’ve got just a few campaigns on the go, but analysing and correlating the performance of hundreds upon hundreds of Facebook Ads is nearly impossible. This is where AI can step in to help, because it can conduct this process in minutes, making it an incredibly powerful tool that, when used collaboratively with a Creative team or individual, produces amazingly high-performing ads. 

When you understand the content that resonates most with your audience, you can create extremely impactful ads

Our tool, Connect, is designed to do just this. Using your Facebook Ads engagement data, Connect ranks and rates the creatives that you upload using semantic content analysis, so you can see what creatives will drive ROI, before triggering costly campaigns. 

Sign up for a FREE 14-day trial now, and see the impact that putting the creative at the heart of your marketing makes to your campaigns today. 



Filter by Category:
Jergan Callebaut
The AI tool marketers are using to increase Facebook campaig...

A new breed of marketing tools is here that leverages machine learning and psychology to pick high-converting creatives for your Facebook ads.

READ MORE
Use AI to identify high-converting marketing images

Cutting-edge AI (artificial intelligence) research into how computers see marketing images is changing the way marketers build more successful campaigns.

READ MORE
In Conversation with… Bernardo Nunes, Head of Science at G...

Growth Tribe’s Bernardo Nunes joins the conversation to talk artificial intelligence in marketing: how companies can leverage AI and cultivate tech talent.

READ MORE
Adtech vs martech: what’s the difference?

Adtech and martech are terms that are regularly conflated. Let’s put aside misconceptions to define adtech and martech – and their differences.

READ MORE
In Conversation with… Harry Hugo, Co-Founder of The Goat A...

Serial Entrepreneur and Co-Founder of The Goat Agency, Harry Hugo, joins the conversation to talk social media, influencer marketing and founding Goat.

READ MORE
Forms of personalisation in today’s digital world

Personalisation means connecting with your audience on a deeper level. Our Head of Psychology, Jergan Callebaut, looks at its many forms.

READ MORE
What makes us click? Increase ad performance with creative d...

Datasine’s CEO Igor Volzhanin outlines his MAD//Fest presentation, explaining why using creative data and AI leads to a steep increase in ad performance.

READ MORE
In Conversation with… Mohamed El Hannaoui, Growth Marketer

Experienced Growth Marketer Mohamed El Hannaoui joins the conversation to talk growth marketing in startups and how AI is going to change marketing

READ MORE
Your images matter: five reasons why

Got your attention with the picture above? Great! I’m sure you’ll love the rest of this article. It probably doesn’t come as a surprise to you that we live in the age of visual culture. Ten percent of all photos ever taken by humankind took place in the last 12 months.

READ MORE
Facebook Ads A/B test guide

Facebook Ads A/B testing is crucial to understanding what marketing content works best. Datasine’s PPC Manager outlines how Facebook Ads A/B tests work in this simple guide.

READ MORE
Speaker spotlight: Emily Miller, Head of Marketing at Ollie ...

Datasine talks marketing, AI and personalisation with Emily Miller, Head of Marketing at Ollie Quinn, ahead of her fireside chat at #SuperchargeMarketing.

READ MORE
Five of the best tools for Facebook Ads in 2020

Datasine looks at the five of the best – and most affordable – tools on the market for creating and optimising Facebook Ads.

READ MORE
Growth hacking Facebook ads

Growth hacking Facebook ads sends engagement skyrocketing and there are many ways to optimise paid ads to drive brand awareness and sales.

READ MORE
You’ve overlooked creative data. But we’re pioneering a ...

Creative data has been overlooked by marketers. But at Datasine we’ve found a way to drive performance with this powerful data: Content Atomisation – supercharged by AI.

READ MORE
The “integrators”: Why fusing creativity and data drives...

A McKinsey report has concluded that marketers who use creativity and data together achieve a much higher performance for their brand

READ MORE
Speaker spotlight: Mitch Platt, UK Country Manager at Growth...

Datasine discusses growth marketing, personalisation and AI adoption with Mitch Platt, UK Country Manager at Grow Tribe, ahead of his presentation at #SuperchargeMarketing.

READ MORE
Speaker spotlight: Mack Grenfell, Biddable Lead at Babylon H...

Datasine talks to Mack Grenfell, Biddable Lead at Babylon Health about falling into the industry, and how AI is helping marketers optimise spend.

READ MORE
Semantic content analysis will disrupt marketing – for the...

Discover the benefits semantic content analysis brings, and how to utilise data, psychology and AI to predict the highest-converting content for your brand.

READ MORE
Running a data-driven marketing team

Data-driven marketing is a key focus for marketing teams today. I spoke with Alessio Pieroni, Head of Marketing at Mindvalley about how to practice it successfully.

READ MORE
Tackling data-driven disruption as a Creative

Data-driven disruption is sweeping through creative industries. We sit down with Wayne Deakin, Executive Creative Director at Huge EMEA to talk about facing it head on.

READ MORE
Nine Mailchimp integrations for personalisation

Check out our top nine Mailchimp integration picks for empowering marketers to increase campaign metrics and improve customer experiences.

READ MORE
In Conversation with… Meagan Healey, Head of Content &...

Head of Content & Product Marketing at Attest, Meagan Healey, joins the conversation to talk data-driven marketing and why aligning sales and marketing is a game changer.

READ MORE
Speaker spotlight: Karla Rivershaw, Head of Marketing of Tur...

Datasine discusses the tools that make marketing work, and finding the right balance when personalising communications with Karla Rivershaw, Head of Marketing at Turtl.

READ MORE
IWD: 20 marketing leaders in 2020 [1/2]

For International Women’s Day 2020, 20 female marketing leaders weigh in on the advice they’d give their younger selves [1/2]

READ MORE
Which Tokyo 2020 art poster does our AI say is the most enga...

Datasine Connect, Datasine’s AI platform, analysed the 12 official art posters for the Tokyo 2020 Olympic games to discover which was the most engaging for the UK population

READ MORE
3 simple tips for building better Facebook Ads

Datasine’s Performance Marketing Manager gives 3 simple steps for building better Facebook Ads, including optimising creatives and using AI

READ MORE
The three must-ask questions before a rebrand

Datasine’s Marketing Director, Cornel Lazar, shares the questions each brand must ask before rebranding, and Datasine’s journey to change its look and feel.

READ MORE
Three Mailchimp newsletter growth hacks

Email is one of the most effective marketing channels and Mailchimp has long been a favourite amongst marketers and growth hackers. Learn how to up your Mailchimp newsletter game with our growth hacks. 

READ MORE
Speaker spotlight: Emma Wynne, Head of Growth Marketing at P...

Datasine talks about personalising marketing communications and marketing tools with Emma Wynne, Head of Growth Marketing at Pasta Evangelists.

READ MORE
Can AI optimise the creative process?

While artificial intelligence (AI) has had little impact on the creative sector so far, AI has huge potential to optimise ad creatives

READ MORE
Marketing 20:20: meet the Speakers

Datasine sits down with the two guest speakers of Marketing 20:20, Becky Simms, Founder and CEO of Reflect Digital and Social Media Expert Kieran S Lawler

READ MORE
How to grow your brand using paid social

Brand Manager and Founder of Maxtractor.agency, Magda Urbaniak, shares her best practices for brands paid and organic social efforts

READ MORE
Which images make the most successful Facebook ads?

Images are the cornerstone of successful Facebook ads. We look at how to find the best images to create more effective Facebook ads.

READ MORE
What is a rebrand? (And what is it not?)

I sat down with our Marketing Director to discuss what a rebrand is, what goes into a rebrand and how Datasine approached the project.

READ MORE
MAD//Fest Day One: the recap

We look back on our first day at MAD//Fest with presentations from Burger King, Virgin Trains and our own CEO Igor Volzhanin.

READ MORE
The life of a Creative Director – in the age of data and A...

Data and AI are becoming more vital to the role of the Creative Director. Datasine sits down with Alex Colley, Creative Director of ikon, to find out more about the impact tech is having.

READ MORE
IWD: 20 marketing leaders in 2020 [2/2]

For International Women’s Day 2020, 20 female marketing leaders weigh in on the advice they’d give their younger selves [2/2]

READ MORE
Mirroring at scale

How mirroring can help you level up the impact of your one-to-many communications, offering personalised content and customer experience.

READ MORE
Delivering truly personalised email marketing experiences

Datasine sits down with Lemlist CEO Guillaume Moubeche to talk about delivering personalised email marketing experiences and building relationships.

READ MORE
How AI is set to transform email marketing

Artificial intelligence (AI) is increasingly used in email marketing, learn how machine learning enhances personalised email campaigns.

READ MORE
A quick guide to remarketing with Facebook dynamic ads

Facebook dynamic ads, or Facebook product ads, let you remarket to your audience. Find out how to use them in this simple guide to DPA ads.

READ MORE
What is segmentation in marketing?

Segmentation in marketing allows marketers to place customers into groups for targeting. We take a look at the types of market segmentation.

READ MORE
Five things we learned at Supercharge Marketing

Datasine looks back at the five things we learned at Supercharge Marketing, from data-driven marketing to investing in learning new skills.

READ MORE
Make your marketing pandemic proof

In crisis times, marketing budgets get slashed. Here’s how we can support you to stretch your budget further and drive sales – even in the face of a pandemic.

READ MORE
What does your audience want to see from your branding?

Datasine sits down with Flavilla Fongang, Creative Brand Strategist and Founder 3 Colours Rule to talk branding, neuromarketing and the future of the industry

READ MORE
A/B testing is a lie. Here’s the truth.

A/B testing has long been used to find the perfect ad creative – but its effectivess is greatly exaggerated. Here's the truth of A/B testing, and how to find the best creative without it.

READ MORE
From binary baby to “Friends selfie”: A (brief) ...

We see thousands of images online every day. We take a trip back over the history of the digital image to see how we got to this point.

READ MORE
AI-powered marketing needs interpretability – and collabor...

Artificial intelligence (AI) should be taking marketing by storm, but its lack of interpretability for most marketers is holding back innovation and adoption.

READ MORE
How to use AI to optimise your marketing content

AI can drive marketing success by optimising audience targeting and reach but, more importantly, AI optimise your creative content through Content Atomisation.

READ MORE
How to send the right message at the right time, in travel m...

We speak Joe Stevens, Corporate Digital Marketing Manager at Flight Centre about using data to send the right message to the right person at the right time

READ MORE
Are you blinded by data?

Learn how developing an Integrator Mindset can help you to creatively personalise and build genuine relationships with your customers

READ MORE
How to use data to inspire customer loyalty in the travel in...

Lack of customer loyalty is a key problem in the travel industry. We take a look at some of the ways data can tackle the issue.

READ MORE
Creativity back on top: Why creative data will dominate this...

Data-driven marketing has swept through the industry, but the data focus has led to a decline in creativity. But you can combine data and creativity by uncovering your campaign’s creative data.

READ MORE