ad-creative

Files (3)

• SKILL.md
• ad-creative.skill
• routing.yaml · evals/

SKILL.md (first lines)

# Ad Creative

Paid ad creative is the primary lever of algorithmic performance on modern ad networks (Meta, TikTok, Google, YouTube). Because platform algorithms auto-optimize delivery based on creative engagement, ad creative must be treated as software: continuous generation of distinct hooks, modular visual asset testing, and systematic iteration based on creative fatigue curves.

## 1. Modular Creative Testing Architecture (Hook / Body / CTA)
Deconstruct video and static creative into independent swappable components:
- **Hook (First 0–3 Seconds)**: Responsible for 80% of ad performance. Stop the scroll.
  - *Pattern Interrupt*: Unexpected visual movement, reverse action, or controversial statement.
  - *Direct Callout*: "If you are a solo developer spending 5 hours on deployment..."
  - *The Contrast Teardown*: "Why your standard landing page is losing 90% of paid traffic."
- **Body / Problem-Solution Bridge (3–20 Seconds)**:
  - Agitate the operational bottleneck; introduce the product as the mechanism of relief.
  - Show native product screencasts with legible UI callouts; avoid generic stock footage.
- **Call-to-Action (Final 3–5 Seconds)**:
  - Low-friction command: "Try the free tier today — no credit card needed."

## 2. Creative Angle Diversification
Never test 5 minor variations of the same message. Test fundamentally distinct positioning angles:
1. **Pain & Frustration Angle**: Focus on the wasted hours, broken tools, or financial leakage of the current workflow.
2. **Speed & Efficiency Angle**: Quantify the time saved (e.g. "Ship in 10 minutes instead of 3 days").
3. **Social Proof & Authority Angle**: Case studies, customer review quotes, and benchmark comparisons.
4. **The Feature Deep-Dive**: Screen-recorded demonstration of a single high-value workflow.

## 3. Creative Asset Specifications & Formats

| Format | Aspect Ratio | Dimensions | Primary Channels | Best Use Case |
|---|---|---|---|---|
| **Vertical Video** | 9:16 | 1080 x 1920 px | TikTok, Meta Reels, YouTube Shorts | Founder demos, UGC reactions, walkthroughs |
| **Square Static/Video** | 1:1 | 1080 x 1080 px | Meta Feed, LinkedIn Feed | Comparison tables, feature diagrams, quote cards |
| **Horizontal Video** | 16:9 | 1920 x 1080 px | YouTube In-Stream, Desktop Web | Detailed product explainers, customer case studies |

## 4. Creative Fatigue Diagnostics & Refresh Cadence
- **Thumb-Stop Rate (3-Second Video Views / Impressions)**: Benchmark target is `> 30%`. Below 20% indicates hook failure.
- **Hold Rate (ThruPlays / 3-Second Views)**: Benchmark target is `> 25%`. Below 15% indicates body drop-off.
- **Creative Fatigue Trigger**: When frequency on a creative exceeds 3.5 and CPA increases by >25% over a 7-day trailing average, rotate in a refreshed hook.

## Critical Rules
1. Video ads must be fully understandable with audio muted; use burned-in high-contrast captions.
2. Never launch an ad campaign with fewer than 3 fundamentally distinct creative angles.
3. Keep static ad copy under 20% text overlay to prevent distribution penalties on Meta networks.

## Verification Checklist
- [ ] At least 3 distinct hook variations produced for every core concept.
- [ ] Captions burned in for sound-off mobile feed environments.
- [ ] Visual assets formatted to platform-specific aspect ratios (9:16 and 1:1).
- [ ] Ad copy contains no misleading claims, clickbait, or policy-violating language.
- [ ] Thumb-stop rate and conversion CPA instrumented in tracking dashboard.

## Anti-Patterns
- NEVER rely on corporate stock video footage; authentic screen recordings and founder demos outperform high-budget agency gloss.
- NEVER change both the hook and the landing page simultaneously during an A/B creative test.
- NEVER pause a winning creative prematurely while its trailing 7-day CPA remains below your target ceiling.

From poorvith-mp/skills-marketing, MIT.

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