The Playground is an ad account management style and testing framework that was born from managing nearly $600MM in ad spend over the last nine years.
We’ve managed hundreds of ad accounts and noticed a simple formula that, when applied, yielded incredible results. The three-pronged foundational principle is simple: rapid testing & failing fast; thorough ICP formulation; and laser-focused creative evolution.
Leveraging leading indicators, ECG has been able to create an algorithm which grades the performance of an ad account’s assets (campaigns, ad sets, audiences, ad creatives, and ad copy) on an A+ - F- scale. This grading output indicates whether a particular asset is likely to succeed or fail, long before a sizable amount of ad spend has been realized. This allows us to more effectively utilize budget and very early on cut losers and scale winners.
ECG formulates over 20 various ideal customer profiles and striates each profile by Primary, Secondary, and Tertiary interests. When plugged in to our testing environment, we are quickly able to marry that interest level with the most likely-to-success creative. This testing matrix is then put through the algorithm, yet again, to yield an additional grading report. Once again, another testing environment is created where the introduction of copy-specific assets are introduced. This process generates the most effective combination of audience, creative, and copy. As an ad’s performance begins to sunset — which is caught early on by way of the grading scale — a new series of tests are spun up to quickly replace the aging ad.
During the scaling phase of a high-performance ad’s lifecycle, and before that ad begins to sunset, we are constantly A/B testing minor variations of the ad. This allows for a mature and scientific approach to creative pivots which, in theory should produce even greater results. These iterations of testing further aligns your brand with the Prospect’s interests in what we call, Deep Product. Of course, these new iterations are also graded through the algorithm and are only allowed to compete against the winning ad if they generate a grade which is greater than, or equal to, the original ad’s grade.
Something magical happens when you deploy a unique testing framework, proprietary algorithms, and a time-tested management style.
The results speak for themselves.
The outcomes were taken from a 60-day study of 17 ad accounts (across Facebook, Instagram, TikTok, Google, and Amazon), spend ranging from $100 - $10,000/day, and compared results from identical campaigns that were launched without the help of The Playground™.
CPMs across all funnel segments were, on average, 22% lower than ads launched without BIGBrain™.
Clickthrough Rates were 79% higher on BIGBrain™ campaigns.
Acquisition costs across all funnel segments were reduced by 31%.
ROAS nearly doubled, returning a 92% increase in ROI compared to non-The Playground™ ads.
Epona Valley came to ECG seeking to improve the performance of their Facebook & Instagram Ads
Tom & Teddy needed help breaking into the US market. We achieved their results in less than 90 days.
The Classic T-Shirt needed to quickly and profitably scale their ad spend. Mission accomplished.
Cereal School was launching in a hyper-competitive space and needed help with a perfect launch
Teeccino, the leader in Herbal Teas, needed help growing a stagnant Amazon Ads account
This review is incredibly easy to leave. Working with ECG has shown us what a good advertising agency looks like. My team is personable, on top of things, and wildly talented. Taking a look at our ad account before we started working with ECG and after they took over, well the results speak for themselves.
When we hired ECG to take over our advertising, we were in a really bad place. Our previous agency were consistently underperforming and blamed everything on creative and iOS issues. Since working with ECG we've seen an incredible lift in performance -- using the same creatives, mind you -- and we couldn't be happier.
These guys are the real deal. There's no other way to put it. Daniel and his team are nothing short of incredible; always going the extra mile. They have truly become an indispensable addition to our marketing efforts.
Struggling with ROAS? Can't increase ad spend and maintain profitability? Current agency hiding behind iOS issues? Let's talk.