How do you maximize your ads' ROI?

Better creative.

Creative quality is the primary lever we have left for targeting and the only aspect of advertising truly left within our control as marketers.

The magic doesn’t come from button pressing and knob twisting in an ads dashboard. It comes from great ads that are noticeable, memorable, and cause an emotional response that drives action.

Obsess about your brand’s creative.

via Demand Curve

Chart showing what factors multiply advertising profitability. Brand size has the biggest impact at 20x. Followed by Creative Quality at 12x and Budget Setting Across Geographies at 5x. Descending from there are budget setting across portfolios, multi-media, brand performance, budget setting across variants, cost / product seasonality, laydown / phasing, and target audience.