Extreme Ads Makeover vs Adcreative.io (Part 1)

In this series of “Extreme Ads Makeover”, I will be facing off against Adcreative.ai, an AI platform that generates hundreds of ad creatives in seconds.

I am excited about this faceoff because this is a battle between human and machine (code). The goal of this post is to compare who would generate ads with better conversions.

The test subject will be Nike’s shoe.

Here’s the plan:

1. I will be using Adcreative.ai platform to generate ads based on the Nike Case Study
2. Validate new ads generated by Adcreative with paid traffic
3. Tally up results
4. Compare with ads generated by the Bionic Framework vs Adcreative to see who is better.

About Adcreative.ai

About Michael Nguyen – CEO of Produce Results Agency, aka the “Extreme Ads Makeover” Host

Since 1999, Produce Results Agency has helped clients double assets from $5ooM to $1B and generated 4000% ROI for a regional bank turning their $66K marketing budget to $2.8M in revenue.

In this post, I will perform an ad audit on Nike’s ads, analyze what’s missing from the ads, come up with new ads, and eventually validate those new ads by running paid traffic on my own dime to see how new ads perform.

I am using Meta Ads in this case study but the same principle applies to other mediums such as Google, Youtube, Programmatic Ads, and short forms.

Challenging Ad

Promoted Product: Training shoe

Landing page: https://www.nike.com/t/air-monarch-iv-mens-training-shoes-G5Xn1k/415445-001

Facebook Ads: The Nike team created one ad set to promote.

Ad set #1 (see link)

Analysis

While Nike is a powerhouse in shoe and has already achieved its status as a household name, the increasing competition from brands like Adidas, Under Armour and Lululemon should be taken seriously because any mistake like the above ad creates an opportunity for Nike’s competitors to sneak in and steal market shares.

The ad “Shop Fall Styles to start fresh and members get free shipping on orders $50+” covers a basic promotion, but there are several elements that could be optimized for better performance.

Here’s what’s missing and how it might affect the ad’s performance:

1. Emotion: The ad lacks a strong emotional pull. While “start fresh” might resonate with some, it’s relatively passive. Tapping into emotions can help create a more profound connection with potential customers and drive action.
2. Urgency: There’s no sense of urgency or a compelling reason to act immediately. Without a prompt, like a limited-time offer, viewers might think, “I’ll check it out later” and then forget entirely.
3. Value Proposition: Besides free shipping, the value or benefit of the Fall styles isn’t clear. Why should someone shop these styles? Are there special deals, unique designs, or other compelling reasons?
4. Target Audience Definition: The ad is relatively generic. It could benefit from a more targeted approach. By identifying and speaking directly to a specific demographic or lifestyle, the message might resonate more powerfully.
5. Clarity: The phrase “members get free shipping on orders $50+” could be clearer. Does this mean only members get free shipping? Do non-members get free shipping at a different threshold, or not at all?
6. Testimonials or Social Proof: People often rely on others’ opinions and experiences when making a purchase decision. Incorporating ratings, reviews, or testimonials can boost trust and conversion. Although Nike is a well-known and universal brand, it pays to keep repeating the brand equity and values continuously.
7. Differentiation: What makes these Fall Styles different or better than competitors? The ad doesn’t specify.

Effect on Ad Performance:

• Reduced Engagement: Without emotional appeal or a clear value proposition, the ad might not capture attention or resonate with viewers, leading to lower engagement rates.
• Lower Conversion Rates: Without urgency, viewers might not feel compelled to take immediate action, leading to lower conversion rates.
• Less Memorability: Without emotional triggers, the ad might be less memorable, meaning consumers might not recall the brand or offer later on.
• Broad Targeting: Without specifying a target audience, the ad might reach individuals who aren’t interested in the offer, leading to wasted ad spend.

• Lower Click-Through Rates (CTR): Without a compelling reason to click, viewers might just scroll past.
• Lower Conversion Rates: Even if they do click, they might not be as motivated to purchase without clear value, differentiation, or emotional resonance.
• Less Retention: Without a clear connection or reason to remember the brand or offer, even those who click might forget about it shortly after.

Ads Makeover

Similar to the Nike Case Study, I will be using AdCreative.ai to generate “Ad Texts” instead of ad creatives to ensure consistency because the case study only features ad copies instead of ad creatives.

Headline Options from “Extreme Ads Makeover”

1. “The Reliability You’ve Been Looking For: Nike Air Monarch IV”
2. “Exercise with Assurance: Proven Comfort & Durability”
3. “Workout Shoes That Last: Step into a Legacy”
4. “No Gimmicks. Just Proven Performance with Nike Air Monarch IV”
5. “Tired of Trendy Shoes That Fail? Experience Monarch IV’s Timeless Design”
6. “For the Ones Who Value Substance Over Style: Nike Air Monarch IV”
7. “Ready for the Sneaker Game’s Best Kept Secret?”
8. “Ever Felt the Heartbreak of Worn-Out Shoes Too Soon?”
9. “Guess What’s Changing the Workout Shoe Game?”
10. “Tired of Mediocre Sneakers Letting You Down?”
11. “Envious of Premium Shoe Comfort Without the Price Tag?”
12. “Stand Defiant Against Subpar Shoe Standards!”

Headline Options from Adcreative.ai

Using the “Ad Texts” feature, I generate some ad headlines using frameworks provided by AdCreative.ai

One thing I noticed is that AdCreative.ai doesn’t generate any ad headlines.

Ad 1: 

Using the GATE Framework to generate the ad

Experience ultimate performance and comfort with the Nike Air Monarch IV Men’s Workout Shoes. Designed to meet the needs of fitness enthusiasts like you, these shoes are a game-changer. Don’t wait any longer, shop now and unleash your true potential!

Facebook Ad:

Since AdCreative.ai doesn’t generate a headline, I’ll leave the “Headline” field blank.

As a result, the CTA in the ad just doesn’t appear to resonate and amplify the ad message.

Ad 2: 

Using the AIDA Framework (Attention, Interest, Desire, Action)

Ready to crush your fitness goals? Step up your game with the Nike Air Monarch IV Men’s Workout Shoes. Designed with your performance and comfort in mind, these shoes are a must-have for every fitness enthusiast. Shop now and unleash your full potential!

Facebook Ad:

Ad 3: 

Using the PAS Formula (Pain-Agitate-Solution)

“Looking for high-performance workout shoes? Look no further!

Introducing the Nike Air Monarch IV Men’s Workout Shoes.

Designed with fitness enthusiasts in mind, these shoes provide unparalleled support and comfort.

With a sleek design and cushioned sole, they’ll keep you going strong during any workout.

Don’t wait, shop now and take your fitness to the next level!”

Facebook Ad:

Ad 4: 

Using BAB Formula (Before-After-Bridge Style)

Struggling to find the perfect workout shoes?
Introducing the Nike Air Monarch IV Men’s Workout Shoes.
Designed for performance and comfort, these shoes are a game-changer.

Shop Now and experience the support and stability you need to crush your fitness goals!

Facebook Ad:

Ad 5: 

Using FAB Formula (Feature-Advantage-Benefit Style)

“Maximize your workout performance with the Nike Air Monarch IV Men’s Workout Shoes. Designed for fitness enthusiasts, these shoes provide the perfect combination of comfort and support. With their sleek design and cushioned sole, you’ll stay comfortable and stable during any exercise. Shop now and take your fitness to the next level!”

Facebook Ad:

Ad 6: 

Using 4C’s Principle (Clear, Concise, Compelling, Credible)

Step up your workout game with the Nike Air Monarch IV Men’s Workout Shoes. Designed for performance and comfort, these shoes will support you during all types of exercises. Get the stability you need to reach your fitness goals. Shop Now!

Facebook Ad:

Ad 7: 

Using SLAP Method (Stop, Look, Act, Purchase)

Act now and gear up for success with the Nike Air Monarch IV Men’s Workout Shoes. Engineered for fitness enthusiasts like you, these shoes deliver unparalleled support and stability. Don’t settle for anything less, shop now!

Ad 8: 

Using QUEST method (Qualify, Understand, Educate, Stimulate, Transition)

Take your fitness journey to the next level with the Nike Air Monarch IV Men’s Workout Shoes. Engineered for support and stability, these shoes are a must-have for any fitness enthusiast. Shop now and conquer your workouts.

Facebook Ad:

Ad 9: 

Using KISS Principle (Keep It Simple and Straightforward)

Calling all fitness enthusiasts! The Nike Air Monarch IV Men’s Workout Shoes are here to revolutionize your workout experience. With their sleek design and cushioned sole, these shoes offer unparalleled comfort and support. Shop now and take your fitness to the next level!

Facebook Ad:

Ad 10: 

Using PPPP Formula (Picture-Promise-Prove-Push)

Elevate your workout experience with the Nike Air Monarch IV Men’s Workout Shoes. Designed to deliver performance and comfort, these shoes will help you maximize your fitness results.

Featuring a sleek design and cushioned sole, these shoes provide optimal support and stability for all your fitness activities.

Take your fitness game to the next level. Shop now and step up your performance with the Nike Air Monarch IV Men’s Workout Shoes.

Facebook Ad:

Ad 11: 

Using OATH Formula (Old-Annoyed-Thorough-Hesitant)

Attention fitness enthusiasts! Elevate your workout experience with the Nike Air Monarch IV Men’s Workout Shoes. Designed for performance and comfort, these shoes offer a sleek design and a cushioned sole that provides optimum support and stability. Don’t settle for anything less – shop now and seize your fitness goals!

Facebook Ad:

Ad 12: 

Using PAIS Formula (Problem-Agitate-Invalidate-Solve)

“Attention fitness enthusiasts!

Discover the ultimate workout companion – the Nike Air Monarch IV Men’s Workout Shoes.

Engineered for performance and designed for comfort, these shoes will revolutionize your exercise routine.

Experience unparalleled support and stability with their sleek design and cushioned sole.

Don’t wait any longer. Shop now and take your fitness journey to new heights with the Nike Air Monarch IV Men’s Workout Shoes.”

Facebook Ad:

Body Copy Options from “Extreme Ads Makeover”

1. “Step into a realm where simplicity reigns supreme. The Nike Air Monarch IV is the culmination of decades of commitment to lasting comfort and trusted durability. Perfectly designed for the man who values practicality. Order a half size up for a perfect fit. Plus, enjoy free standard shipping for orders over $50. Don’t just take our word for it, read our glowing reviews.”
   • Models Used: Capability (Does, True), Proof (Credibility, Social Proof), Numbers (Price, Free, Shipping), Time (Now).
2. “Longing for a shoe that matches your lifestyle? Meet the Nike Air Monarch IV. Its no-frills design is crafted for men who appreciate reliability in every stride. Lightweight, supportive, and crafted for the long haul. Fits small, consider ordering half a size larger.”
   • Models Used: Relationships (Avatar), Imagery (Visual), Capability (Is, Does), Numbers (Savings, Size), Time (Now).
3. “Embrace a workout companion that shares your values. The Nike Air Monarch IV is synonymous with long-term comfort, resilience, and unadorned efficiency. Dive into the legacy of trust and ensure every step is backed by Nike’s promise. Recommendation: Go half a size up for unmatched comfort.”
   • Models Used: Relationships (Your customer), Imagery (Kinesthetic), Emotions (Trust), Capability (Is, Ensure), Time (Now).
4. “Reject fleeting trends. With the Nike Air Monarch IV, you’re investing in a legacy of uncompromising comfort and steadfast durability. Built for the genuine man leading an active life. Consider ordering a half size up for a snug fit.”
   • Models Used: Relationships (Avatar), Emotions (Rejection, Trust), Capability (Is, Built), Time (Now).
5. “Choosing Nike Air Monarch IV means choosing a timeless design that doesn’t fade with trends. A shoe that understands your need for relentless comfort and unwavering quality. Get yours and be part of a lineage that values genuine performance. Tip: It fits slightly small; order a half size up.”
   • Models Used: Relationships (Your customer, Avatar), Emotions (Trust, Desire), Capability (Means, Understands), Time (Now).
6. “Don’t settle for style without substance. The Nike Air Monarch IV offers the stability, durability, and comfort that the modern man craves. Wear it daily, wear it proudly. Ordering tip: Runs a tad snug, so order half a size up for a fit that’s just right.”
   • Models Used: Relationships (Your customer, Avatar), Emotions (Pride), Capability (Offers, Wear), Time (Now), Numbers (Size).
7. “Yo, you think you’ve seen it all in sneakers? Think again! Dive into the anticipation of unmatched performance with the Nike Air Monarch IV. Don’t be the last to catch on to the next big thing in durability and comfort. And here’s a promise: You’re about to experience a sneaker revolution. Note: They run small, bro – cop a half size up!”
   • Models Used: Emotions (Anticipation, Surprise), Types of Statements (Question), Future (Promise), Language Devices (Slang), Shame (Stupidity), Capability (Does), Numbers (Size).
8. “Ever felt that sinking feeling of a shoe giving up on you? We get the tragedy. It’s time for a sneaker that doesn’t leave you high and dry. The Nike Air Monarch IV promises not just comfort, but a future where sadness over shoes is history. Question is, are you ready for the change? Heads up: Sizing’s a bit tight – go half a size up.”
   • Models Used: Emotions (Sadness, Anticipation), Types of Statements (Question), Future (Promise), Language Devices (Tragedy), Shame (Vulnerability), Capability (Does), Numbers (Size).
9. “Surprise! Thought all workout shoes were the same? The Nike Air Monarch IV is here to shatter that myth. For those tired of the usual, anticipate a shift in the sneaker paradigm. We predict you won’t just like them; you’ll be telling all your mates about ‘em. Pro tip: They’re snug, so size up a smidge!”
   • Models Used: Emotions (Surprise, Anticipation), Types of Statements (Question), Future (Prediction), Language Devices (Slang), Shame (Stupidity), Capability (Is), Numbers (Size).
10. “Had enough of shoes that just don’t cut it? Feel the anger when they wear out way before their time? If you’re sick of the usual tragedies in the sneaker world, the Nike Air Monarch IV has got your back. This ain’t just another shoe; it’s a revolt against the mundane. Warning: Be ready to be the envy of every gym-goer. Side note: They fit like a glove, so snag a half size up!”
    • Models Used: Emotions (Anger, Envy, Disgust), Types of Statements (Condition), Future (Warning), Language Devices (Slang, Tragedy), Shame (Defeat), Numbers (Size).
11. “Ever looked at someone’s sneakers and felt that sting of envy? If you want shoes that get everyone green with jealousy, Nike Air Monarch IV is the way to go. The tragedy of settling for less ends here. Warning: Once you lace these up, going back to your old kicks might just feel like a defeat. Yo, and remember, these bad boys run a bit snug – you know what to do.”
    • Models Used: Emotions (Envy, Disgust), Types of Statements (Condition), Future (Warning), Language Devices (Slang, Tragedy), Shame (Defeat), Numbers (Size).
12. “Say no to mediocre. Stand defiant and choose a shoe that matches your spirit. If you’re fed up with the disgust of the same old, same old, Nike Air Monarch IV is your war cry. But here’s a warning: Once you experience this level of defiance in footwear, there’s no going back. FYI: For a winning fit, upsize a tad!”
    • Models Used: Emotions (Defiance, Disgust), Types of Statements (Condition), Future (Warning), Language Devices (Slang), Shame (Defeat), Numbers (Size).

Validate New Ads

This is where the rubber meets the road as I am going to validate ad concepts from the previous step by running paid traffic to see which ad concepts would resonate most with the customers.

Here’s how I set the adset on Facebook

• Budget: $10 Lifetime
• Product/Service: Shoe
• Targeted audience: Target with interest in Nike
• Placement: News Feed
• Optimization: Optimized for Traffic

Adset for “Extreme Ads Makeover”

Adset for AdCreative.ai

Fast-forwarding 24 hours to let the ads run.

Here’s the results

Campaign Numbers for “Extreme Ads Makeover” (EAM)

• Ad budget: $15.80
• Total Impressions: 2,869
• Total Reach: 2,569
• Total Clicks: 38
• Cost Per Click (CPC): $0.42
• CTR (all): 1.32%

Campaign Numbers for “AdCreatives”

• Ad budget: $15.26
• Total Impressions: 2,531
• Total Reach: 2,216
• Total Clicks: 27
• Cost Per Click (CPC): $0.57
• CTR (all): 1.07%

Campaign Verdict

• ❌ Ad budget: EAM has 3.5% more budget than AdCreative.io
• ✅ Total Impressions: EAM has 13% more impressions than AdCreative.io
• ✅ Total Reach: EAM has 16% more reaches than AdCreative.io
• ✅ Total Clicks: EAM has 41% more clicks than AdCreative.io
• ✅ Cost Per Click (CPC): EAM’s CPC is 36% cheaper than AdCreative.io
• ✅ CTR (all): EAM has 23% higher than AdCreative.io

Ad results

1. Reach and Impressions:
   • The maximum reach in Dataset 1 (EAM) is 585, while in Dataset 2 (Adcreative) it’s 575.
   • The maximum number of impressions in Dataset 1 is 611, and in Dataset 2 it’s 628.
2. Amount Spent:
   • The highest amount spent in Dataset 1 is $3.46, while in Dataset 2 it’s slightly more at $3.58.
3. Cost Per 1,000 Impressions (CPM):
   • Dataset 1 has CPM values ranging from 2.63 to 6.45, with an average around 5.5.
   • Dataset 2’s CPM values are between 5.26 and 8.74, with an average around 6. This indicates that, on average, the cost of reaching 1,000 people is slightly higher for Adcreative than for Nike.
4. Link Clicks:
   • The highest link clicks recorded in Dataset 1 is 12, whereas in Dataset 2 it’s 5. This suggests that ads in Dataset 1 are potentially more engaging or better targeted.
5. Cost Per Link Click (CPC):
   • Dataset 1 has a CPC range of 0.24 to 0.90, while Dataset 2 ranges from 0.20 to 1.63. Dataset 2 seems to have a more varied range, with some ads being more cost-effective than others.
   • Ad #6 from Dataset 2 has the lowest CTR of $0.20 (17% lower than that of from “Extreme Ads Makeover”
6. Click-Through Rate (CTR):
   • The CTR in Dataset 1 varies between 0.61% to 2.73%, while Dataset 2 has a range from 0.38% to 3.28%. This shows that some ads in Dataset 2 have a higher engagement rate than those in Dataset 1, though the range is broader.
   • Ad #6 from Dataset 2 has the highest CTR of 3.28%

Summary

Deciding on the preferred dataset depends on the business objectives and key performance indicators (KPIs). Here’s a breakdown:

1. If the objective is higher engagement:
   • Dataset 1 (Extreme Ads Makeover) has a maximum CTR of 2.73% and a maximum link click of 12, indicating that some of its ads are potentially more engaging than those in Dataset 2.
2. If cost-effectiveness is a priority:
   • Dataset 1 has a slightly lower average CPM compared to Dataset 2, meaning it might be more cost-effective in terms of impressions. Additionally, some ads in Dataset 1 have lower CPC values.
3. If the objective is to reach a broader audience:
   • The maximum reach and impressions are somewhat comparable between the two datasets. However, Dataset 1 has a slightly higher maximum reach.

Given these considerations:

• For higher engagement and cost-effectiveness: Dataset 1 (Extreme Ads Makeover) may be preferred.

Winning Ads: 

• If the goal is to get maximum reach and impressions,
  • For “Extreme Ads Makeover”, ‘Headline 6’ is the top performer.
    • Ad: “Don’t settle for style without substance. The Nike Air Monarch IV offers the stability, durability, and comfort that the modern man craves. Wear it daily, wear it proudly. Ordering tip: Runs a tad snug, so order half a size up for a fit that’s just right.“
    • Total Impressions: 611
    • Total Reach: 585
    • Clicks: 12
    • CPC: $0.29
    • CTR: 1.96% 
  • For AdCreatives, ad #8 using QUEST framework stands out
    • Ad: Take your fitness journey to the next level with the Nike Air Monarch IV Men’s Workout Shoes. Engineered for support and stability, these shoes are a must-have for any fitness enthusiast. Shop now and conquer your workouts.
    • Total Impressions: 628
    • Total Reach: 575
    • Clicks: 5
    • CPC: $0.72
    • CTR: 0.80%
  • The verdict
    • Ad #6 from “Extreme Ads Makeover” is the winner.
      • ✅ 140% More clicks
      • ✅ 148% cheaper in CPC
      • ✅ 145% higher in CTR
• If the objective is to get the lowest clicks,
  • For “Extreme Ads Makeover” (EAM), ‘Headline 3’ stands out.
    • Ad: “Embrace a workout companion that shares your values. The Nike Air Monarch IV is synonymous with long-term comfort, resilience, and unadorned efficiency. Dive into the legacy of trust and ensure every step is backed by Nike’s promise. Recommendation: Go half a size up for unmatched comfort.”
    • Total Impressions: 110
    • Total Reach: 102
    • Clicks: 3
    • CPC: $0.24
    • CTR: 2.73% 
  • For AdCreative.ai, Ad #6 using the 4C framework stands out.
    • Ad: “Struggling to find the perfect workout shoes?Introducing the Nike Air Monarch IV Men’s Workout Shoes.
      Designed for performance and comfort, these shoes are a game-changer.Shop Now and experience the support and stability you need to crush your fitness goals!”
    • Total Impressions: 122
    • Total Reach: 116
    • Clicks: 4
    • CPC: $0.20
    • CTR: 3.28% 
  • The verdict
    • Ad #6 from AdCreative is the winner
      • ✅ 17% lower in CPC compared to that of EAM
      • ✅ 20% higher in CTR compared to that of EAM

Takeaways/Insights

• In the overall campaign, the winner is from Extreme Ads Makeover
• Ad #6 from “Extreme Ads Makeover” wins by a huge margin (triple-digit margins)
  • ✅ 140% More clicks
  • ✅ 148% cheaper in CPC
  • ✅ 145% higher in CTR
• Meanwhile, one of the ads from Adcreative.ai wins as the lowest CPC (17% cheaper & 20% higher in CTR).
• This campaign is not entirely fair for Adcreative because it doesn’t get to use its feature to generate ad creatives. However, when they bill themself as “Implement AI in your ads”, I expect better than this.
• As you realize, even AdCreative with AI capability still loses the performance battle to a triple-digit margin.

Next Step

• If you are using AdCreative.ai to generate your ads and need a second-opinion to improve ads generated by AdCreative,  order my “Second Opinion” package below.