Paid social creative testing

Part of acquisition marketing was paid social ads through various channels including Facebook and Instagram. While we worked with an agency on the creation and actual implementation of the ad campaigns, the designs were getting stale and off brand. I wanted to create asset templates and layouts that could be easily editable for different imagery and copy.

templating layout

Initially, I looked at the different ad styles we were currently running and used those as a basis for my template layouts. There were 3 styles we used: image with text layover, text based, and image with text on a colored bar. With these layout options, we could choose relevant imagery based on customer region, copy in the appropriate language, and colors based on season.

Using an “unlimited blank photo storage” message to test, I created 6 versions of each layout to test in the US. This initial testing drove me to further iterate on how we could expand our testing capabilities and improve overall evergreen design.

Google ads

While paid channels like Facebook and Instagram require planned campaigns where you pick the copy and imagery, Google App Store ads run differently. Using an algorithm, Google pulls from a collection of separate copy and imagery assets to create different ad sets based on user data. Our marketing team asked me to create new image sets for each of the 8 international regions the Amazon Photos app was available. Focusing on storage and device personalization, I created sets with locally appropriate imagery, sizing to the 3 specifications for Google. These initial sets would replace images that were not meeting the Google success bar and hopefully lead to further customer acquisitions.