Fundamentals of Creative Analysis with Susan Wenograd

Free

Fundamentals of Creative Analysis with Susan Wenograd

With the rollout of iOS 14.5, creatives have taken a leading stake in the success of paid advertising strategy. For Marketers and Media Buyers, the competencies that define success have fundamentally shifted.

Hosted by world-class marketer Susan Wenograd, this is a must-take course for beginners and intermediates alike looking to work powerful creative analysis into their workflows. We cover everything you need to know to get control - and become a key player - in your creative ad process.

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Hosted by Susan Wenograd

With 13+ years’ of media experience and 20 years’ of marketing experience, Susan Wenograd has been managing paid advertising for world-class clients since the emergence of Paid Social; sharing her knowledge as a frequent speaker and guest for conferences around the world.

Over the past two years, Susan has witnessed the growth of creatives as a critical competency for paid advertising. In this course, she shares her expertise in Creative Analysis and how she leverages her toolset to help brands make better creatives.

I. Creative now vs. in the beginning

We discuss the growing complexity of Facebook ads and how creative has come to occupy a never-before-seen role in digital advertising.

Creative Now vs In the Beginning

II. The mentality that wins

We discuss the many forces at work that impact the creative testing process, and examine the mentality buyers need to have to succeed.

What Impacts Creative Testing (& the Mentality that Wins)

Customer Acquisition Cost Over Time

III. The role of a media buyer

We examine the role of media buyers in the creative process, and what the media buyer should own to provide value to their clients.

The Role of the Media Buyer in Creatives

IV. Your creative tech stack

We dive into the ideal tech stack for Creative Analysis, and some of the basics of what you'll want to monitor with these tools.

Your Creative Tech Stack

V. Creative prep for visual elements

A walkthrough of the prep required to get your ads ready for deep creative analysis.

Creative Prep for Visual Elements

Creative Naming Convention Template

VI. Managing creative inventory

We discuss the final pillar to creative prep, inventory management, and explore how this hard work leads to strong visualization for you and your clients.

Managing Creative Inventory & Visualizing It

VII. How to run a winning creative test

We walk through how marketers can plan the scope of their testing based upon their budgets and how to start rolling out tests to build a knowledge-base.

Budget, Objectives, and Testing

VIII. Analyzing and reporting your results

In our final section, we look at how marketers can monitor the results of their creative testing and report them to help their clients or teams make decisions.

Monitoring Results & Reporting Them