“When bad ads are more successful than award winners”

BrightBid took part in a great discussion on Performance vs Creativity with some of the UK’s leading CMO’s managing brands such as Foxy Bingo, Ladbrokes, Merlin, Confused.com, Which, EY alongside TikTok and SEEN Connects and Performance Marketing World.

Conclusion: measure everything including the impact of creative on PPC performance and adjust accordingly. We talked about case studies of great creative in above-the-line channels reducing Google search ‘Cost per Acquisition’ from £700 to £11 in highly competitive categories and also how to measure TikTok creative for direct and indirect effects.

Also how bad ads that would never win a Cannes Lions can also deliver in spades to the bottom line. Oh and how a certain target audience in the UK LOVE Foxy from the Foxy Bingo ads.

 

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