Creative Health Score Rates Ad Freshness Using Performance Metrics
· 1h ago · Originally reported by PPC Land
A creative health score is a 0-100 rating used by ad tools to indicate if an ad is still effective or becoming stale. The score is calculated using data such as click-through rate, cost per thousand impressions, ad frequency, and how long the ad has been running.
Why it matters
Understanding creative health helps advertisers know when to refresh their ads to maintain performance, preventing wasted spend on ads that audiences are ignoring.
Explain it like I’m new here
It's like checking if your favorite song is still fun to listen to or if you're getting bored of it.
Terms in this story
Creative
A creative is the actual ad content a person sees or hears, such as an image, video, audio spot, HTML5 animation or native text, delivered into an ad slot.
CTR (click-through rate)
CTR (click-through rate) is the percentage of ad impressions that result in a click, calculated as clicks divided by impressions, multiplied by 100.
CPM (cost per mille)
CPM (cost per mille) is the price an advertiser pays for one thousand ad impressions; "mille" is Latin for thousand.
Impression
An impression is one instance of an ad being served and counted as displayed to a user; it is the basic unit that most online advertising is bought and sold by.
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