ShipMarvel Advertising Performance & Creative Optimisation
A Meta Ads performance analysis project examining creative efficiency, click-to-registration behaviour, advertising angle performance and data-informed creative refresh opportunities for an Australian shipping platform.
- Organisation
- ShipMarvel / EIZ Technology
- Role
- Marketing Intern
- Period
- Feb 2026 – Present
- Status
- In Progress
- Focus
- Meta Ads Analysis, Performance Diagnosis, Creative Refresh
Project Overview
ShipMarvel is an Australian parcel shipping platform serving small and medium-sized e-commerce businesses.
My work focused on reviewing Meta Ads performance, comparing recent results with the preceding campaign period, analysing the click-to-registration funnel and identifying changes in creative efficiency.
The analysis was used to distinguish between ad-level performance issues and post-click funnel issues, and to propose evidence-based creative refresh directions.
My Responsibilities
- Produced static advertising creatives for Meta campaigns.
- Prepared and reviewed ad-level Meta Ads performance data.
- Analysed performance across campaign periods, conversion funnel stages, advertising angles and individual creatives.
- Identified possible creative fatigue and performance concentration, then developed data-informed Creative Refresh recommendations.
Campaign Context
The campaign promoted ShipMarvel to Australian small and medium-sized e-commerce businesses.
Advertising messages included competitor comparison, shipping cost, time saving and low-commitment platform benefits.
The analytical objective was not only to identify which advertisements generated clicks, but also to examine whether those clicks continued into landing page visits and completed registrations.
- Ad Impression
- Link Click
- Landing Page View
- Registration Completed
Selected Performance Analysis
Analysis period: 16 Apr 2026 – 14 Jul 2026
Recent Performance Shift
CTR declined while CPC and cost per registration increased. This indicated that acquiring attention and clicks had become more expensive during the recent period.
Post-click Funnel Efficiency
Post-click funnel efficiency did not decline alongside CTR. Both landing page view rate and registration rate per landing page view improved.
This suggested that the immediate optimisation priority was more likely the advertising creative than a major landing page rebuild.
Performance by Advertising Angle
Competitor produced the strongest registration efficiency and the highest registration rate per landing page view.
Price was a major registration driver, although performance varied across individual creatives.
Time Saving generated the highest CTR and lowest CPC, but its weaker registration rate showed that cheaper clicks did not necessarily represent stronger conversion intent.
Creative Concentration & Fatigue Risk
Top 3 Creatives
Combined Registrations
402
Share of Total Registrations
69.2%
Frequency Signals
- competitor V2
- 3.65
- Price V17
- 3.02
- competitor V5
- 2.84
A large share of registrations was concentrated among a small number of older creatives. Combined with falling CTR and rising CPC, this increased the risk that the account was becoming overly dependent on a limited creative set.
The combined signals supported a possible creative fatigue risk.
Data-informed Creative Refresh
Competitor Comparison
Retain the validated comparison message, but update the headline, visual structure and CTA to reduce reliance on the existing leading creative.
Price / Cost Saving
Continue testing the price and cost-saving value proposition, while replacing weaker executions rather than treating all price creatives as equally effective.
No Subscription / Small Business
Introduce a clearer low-commitment value proposition aligned with ShipMarvel’s small-business positioning.
These were recommendations based on the available data. They were not presented as proven improvements or final winning creatives.
Additional Responsibility: Customer Communication
Alongside advertising and performance analysis, I responded to selected customer questions across ShipMarvel’s social media channels.
The questions often required me to explain what the platform could and could not provide, clarify how pricing and carrier availability were determined, and direct customers toward an appropriate next step without making unsupported service promises.
Platform Positioning
Explained that ShipMarvel is a shipping platform rather than a courier operating its own delivery network. This distinction was important when answering questions about drivers, delivery performance and service responsibility.
Coverage & Carrier Availability
Clarified that available services depend on factors including pickup and delivery postcodes, parcel dimensions, weight, route and carrier requirements.
For regional, remote, fragile or unusually large shipments, I avoided giving a guaranteed answer and directed customers to check shipment-specific options.
Pricing & Account Questions
Explained that shipping prices vary according to shipment details and available carriers, rather than being represented by one universal rate.
I also clarified free registration, the absence of a monthly subscription, Quick Quote and the distinction between platform access and actual postage costs.
Platform Integrations & Shipping Scope
Responded to questions about ecommerce integrations including Shopify, eBay, Amazon and WooCommerce, while clearly stating when an integration was not currently supported.
I also clarified that the service was primarily focused on domestic shipping within Australia and avoided suggesting unsupported international coverage.
Key Findings
- Recent performance deterioration was concentrated at the ad-attention and traffic-acquisition stage.
- Post-click funnel efficiency remained stable or improved during the same period.
- Competitor and Price messages were more useful for registration performance than CTR alone suggested.
- Time Saving generated relatively inexpensive clicks but weaker registration intent.
- Performance was highly concentrated among a small number of older creatives.
- The available evidence supported a focused Creative Refresh rather than a complete landing page rebuild.
Tools & Methods
- Meta Ads Manager
- Excel
- Performance Analysis
- Funnel Analysis
- Campaign Reporting
- Creative Strategy
- Canva
Limitations & Disclosure
The analysis used Ads Level aggregate data and did not include complete post-registration customer quality, revenue or lifetime value data.
Different creatives received different levels of spend, meaning that low-volume results should not be treated as stable winners.
Meta attribution may include click-through and view-through conversions, so not every registration can be interpreted as an immediate direct response.
The recommendations shown are based on the available evidence and are not presented as proven campaign improvements.
Selected and anonymised work is shown for portfolio purposes. No customer information, account credentials, raw exports or complete internal reports are published.