① Image vs Illustration
■ Issues
Advertisers: Consultation with financial institutions (start-up loans)
→ What kind of creativity is good for those who want to start a business?
■ Measures and countermeasures
・There were industries that advertisers often consult with, and illustrations depicting various industries, so I used them as well.
■ Results
・It was confirmed that the CTR of the illustrated banner was higher than that of other industry banners.
■ Consequence factors
・It is clear that the illustration makes a better impression!
・Since various industries are drawn, it may be easy for anyone to imagine.
② Facebook banner change
■ Issues
CPA of Facebook Ads for Bank Projects (Consolidation Loans) Worsened
■ Measures and countermeasures
We checked trends in financial industry banners from our ad library and created creatives.
Q,What is the trend?
→There is an increase in the number of banners that are not image-based but text-based, with text occupying 70 to 80% of the area.
■ Results
・We were able to confirm that CTR and CVR improved and CPA decreased to about half.
■ Consequence factors
・As Instagram has become an information media, the number of accounts posting financial information has increased, so creatives with full text have been accepted without any discomfort.
・We were able to grasp and verify changes in the creative trends of other companies.
③ Good creative with CTR in the human resources industry
■ Issues
Improved CTR
■ Measures and countermeasures
We changed the appeal, design and format of the banner.
■ Results
Initial banner CTR 0..44% ➡ 9th test leg CTR1.27%
■ Consequence factors
・I was able to confirm the following by rotating the creative PDCA at least once a week.
Test 1: 4 types of appeal axes (appeals other than salary, such as prepayment possible, enhanced support, etc.)
→ Test 2, 3, 4 Design development centering on "advance payment possible" with the best CTR, illustration or photo test, wording change (prepayment → weekly payment), etc.
→ Test (5) Insert a job offer example (carousel) as a new appeal
→Test ⑥ Test job example static image and job example carousel: Carousel is better◎
→ Test (7) (8) Change the design of the job example carousel and change the job example posted