# Experiment 6: Impact of Creative Elements on Display Ads CTR

Over 6,000 users.

January 12, 2021

Written by [Dan Pantelo](/content/authors/dan-pantelo/index.html)

average reading time: 5 minutes

## Learn how creative elements like text presence, color, and animations have an impact on display ads CTR. Find out the key strategies with us!

**_Does Creative Matter_** _: a series of experiments in which we run ads targeting marketers, telling the marketers that these ads are part of an experiment. The goal is to prove how small creative changes within your ads can have a large impact on performance._

In our December 2020 experiment, we wanted to challenge one of our ongoing winners (the Bottle) while also experimenting with new creative elements! This cycle ran for 7 days and collected 1,121 clicks.

## Outline

This experiment included the below variable groups and values. **‍**

- **Text Presence**: Bottle vs Bottle+Text vs Text only - alone with this came a BG test  
- **Color**: RedBlue vs YellowGrey vs BeigeBlue  
- **Animation**: Slide vs Zoom vs Bounce vs None

## CTR Results

The **most impactful** creative component from this experiment was the **Beige+Blue** color, with an avg. CTR of 4.05%. That color combined with the **Marble BG** and **Text+Bottle** represents our top performing ad over the last 6 months - it's very clear that our top performing ad can't be beat easily.

## Click Results

In terms of clicks, we can see the same trends as CTR, with **Beige+Blue** ads capturing the highest percent of the total (for tested elements). **Marble** was the most impactful background and **Bottle+Text** again was a winner.

After running the same test types with new elements for about 6 months, we've seen a continuous winner in the **Bottle+Text**, **Marble BG**, and **BeigeBlue** color **.** Next month we'll move on to a completely new test - keep an eye out here and on our [Instagram](https://www.instagram.com/marpipe_hq/) to follow the DCM journey.