Creative skills: 13 playbooks

• Diagnose and Fix Creative Fatigue

  Reads whether a previously-winning Meta creative has fatigued, rising frequency (roughly >2-3 in a short window), declining CTR/hook rate, and rising CPM/CPA, all on the SAME creative and trending gradually, by pulling…

  ↓diagnose-creative-fatigue.md · 7 KB
• Improve Hook Rate and Hold Rate

  Defines and improves the two numbers that decide whether a Meta video ad gets watched: hook rate (3-second video views / impressions, the thumbstop rate) and hold rate (ThruPlay or 15-second views / impressions).

  ↓improve-hook-rate-and-hold.md · 6 KB
• Produce a UGC Creative Brief

  Turns a product/offer and a funnel stage into a shoot-ready UGC creative brief: one core angle, an arc matched to the funnel stage (problem-agitate-solve for cold, testimonial/proof for warm/retargeting), 3-5 distinct…

  ↓produce-ugc-creative-brief.md · 6 KB
• Audit, Prune, and Refresh Ad Extensions

  Monthly maintenance pass over the extension (asset) layer: audits every campaign against minimum coverage, pulls 30-60 days of asset-level performance, flags underperformers against hard thresholds (zero clicks, clicks…

  ↓review-and-optimize-ad-extensions.md · 8 KB
• Systematic RSA Asset Testing Across Ad-Group Clusters

  The ongoing, hypothesis-driven RSA testing system: enforce a shared slot template across a cluster of same-intent ad groups, pool asset-level data across the cluster to beat the small-sample problem, classify every…

  ↓rsa-testing-with-the-iteration-loop.md · 9 KB
• Cross-Format Creative Testing Cycle

  The monthly cross-format creative testing coordinator: writes explicit hypotheses per format, snapshots baselines, deploys variants for Search RSAs, PMax asset groups, Demand Gen, display, and video inside one…

  ↓run-a-creative-testing-cycle.md · 10 KB
• Run a Meta Creative Testing Framework

  Runs Meta creative through a hypothesis-led testing cycle: a standing campaign splits each hypothesis into ABO cells with equal budget per creative for a clean read, or a Dynamic Creative ad set for broad exploration…

  ↓run-creative-testing-framework.md · 7 KB
• Select Ad Formats and Placements

  Matches Meta ad format to placement before creative gets built: single image/video for one clear message, carousel (2-10 cards) for multiple products or a sequential how-to, collection plus Instant Experience for…

  ↓select-formats-and-placements.md · 7 KB
• Build Out the Ad Extension Stack

  Stands up the full ad extension (asset) stack for a new account or newly launched campaigns: the universal core at account level (sitelinks, callouts, image, business name and logo), campaign-specific types where they…

  ↓set-up-ad-extensions.md · 9 KB
• Feed-Driven Ad Customizers for Prices, Stock, and Promotions

  Connects live business data, current prices, stock status, active promotions, to responsive search ad copy through ad customizer attributes, so the ad text updates itself whenever the underlying feed changes.

  ↓set-up-dynamic-ad-customizers.md · 9 KB
• Set Up Dynamic Creative (DCO)

  Builds a Meta Dynamic Creative (DCO) ad set: one asset feed, multiple images/videos, multiple primary texts, multiple headlines, multiple CTAs, assembled via mads_create_creative so Meta auto-combines components per…

  ↓set-up-dynamic-creative.md · 7 KB
• Keyword-Level Ad Customizers for Relevance Without Fragmentation

  Gives one responsive search ad per-keyword text control, singular versus plural, with or without a descriptor, full phrase versus short form, so you can merge many small ad groups into one consolidated group without…

  ↓set-up-keyword-level-ad-customizers.md · 9 KB
• Compose and Deploy a Testing-Ready Responsive Search Ad

  Builds and deploys a complete, testing-ready responsive search ad: 7-8 headlines each carrying a distinct persuasion job, 2-3 descriptions that extend rather than repeat them, and the full supporting extension set…

  ↓write-compelling-rsas.md · 9 KB

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