ad-creative-strategy

# Ad Creative Strategy ## Overview Creative is the single biggest lever in paid advertising performance. A great creative on a mediocre audience outperforms a mediocre creative on a perfect audience. This skill covers creative formats per platform, testing methodology, fatigue management, and scaling creative production. ## Authoritative Foundations - **Meta Creative Testing Framework** — Shapes deliverables for this skill — Creative is the single biggest lever in paid advertising performance. - **ARC Ads Creative Methodology** — Shapes deliverables for this skill — Creative is the single biggest lever in paid advertising performance. - **Ann Handley — Everybody Writes** — Everybody Writes ## When to Use - "Create ad creative for LinkedIn" - "Develop a creative testing plan" - "Our ads are fatigued — refresh creative" - "What creative formats work on each platform?" - "Scale our ad creative production" - "AI-generated ad creative" ## Step-by-Step Process ### Phase 1: Creative Formats by Platform **LinkedIn Ads:** - Single image: 1200x627px. 1-2 lines of text overlay. Best for: offers, events. - Carousel: 1080x1080px per card, 3-10 cards. Best for: storytelling, data. - Video: 3-30 seconds. Square (1:1) or vertical (4:5). Best for: product demos. - Document ads: PDF uploaded as carousel. Best for: guides, reports, templates. **Google Ads:** - Responsive search ads: 15 headlines (30 chars), 4 descriptions (90 chars). Google mixes and optimizes. Feed all 15 — more as...