What is Brand Performance ('AIM')?

Brand Performance, also known as AIM (Ad creative Image and Message), is a tactic that has been used by marketers for years to test and optimize advertisements before launching large campaigns.

It comes from a desire to use funds in the most effective manner by understanding audience reactions to various ads. This method focuses on testing variants of ad visual and messaging to identify what resonates best with the target audience.

The purpose of AIM is to identify the most effective ad design and message, hence driving more quality traffic to websites or other landing pages. Since its inception, it has become an indispensable tool amidst the ever-changing landscape of social media advertising. The success of AIM hinges on its ability to adapt and reassess existing advertising strategies and make them more efficient.

Examples of Brand Performance (AIM)

  1. Fashion Industry: A clothing company could use AIM to test whether potential customers respond more favorably to ads featuring their clothes on models or laid out on a flat surface.

  2. Food Delivery Service: A food delivery app could use AIM to see if a picture of a gourmet meal gets more clicks than a discount offer message in their ads.

  3. Travel Agency: A travel agency might use AIM to determine if ads focusing on beautiful landscapes outperform those highlighting low travel costs.

  4. Healthcare Services: A healthcare institution could employ the AIM tactic to determine if customers are more motivated by ads that highlight their advanced technology or the excellent care they provide.

  5. Automobile Industry: A car company could use AIM to explore whether customers react better to ads showing a new car's exterior or highlighting its modern interior design and technology.

Marketing Tactics Similar to Brand Performance (AIM)

Multivariate Testing: Like AIM, this method also involves testing different variations to find out the most effective one. However, it is a broader term used beyond advertisements and may involve testing different website designs, email campaign elements, etc.

Optimized Bidding: This approach, much like AIM's cost per thousand impressions (CPM) or cost per click (CPC) focus, aims to get the maximum value out of each ad dollar spent. It encompasses strategies to bid at the opportune time and place to maximize ad visibility.

Audience Identification: This is a step in the AIM process where the target audience is identified. It's a key facet of many marketing tactics since targeting the right audience is crucial for the success of any ad campaign.

Supervised Machine Learning: The Facebook Ad platform employs this technique as it uses data points in real-time to identify and optimize towards the ad version that is performing the best.

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