<!-- SPDX-License-Identifier: MIT -->
<!-- SPDX-FileCopyrightText: 2025-2026 Marcus Quinn -->

# Ad Creative Mastery

**Reading path:** New → Core Principles below, then `platform-meta.md` and `copywriting.md` | Experienced → `testing-optimization.md`, `ai-tools-reference.md` | Team leads → `campaign-management.md`, CHAPTER-08. See [CHAPTERS.md](CHAPTERS.md) for deep-dive chapter index.

## Sub-documents

| Sub-document | Sections | Lines |
|---|---|---|
| [platform-meta.md](platform-meta.md) | Meta/Facebook ad formats, specs, copy formulas, testing framework | 279 |
| [platform-google.md](platform-google.md) | Google Search (RSA), Display (RDA), Performance Max, YouTube ads | 275 |
| [copywriting.md](copywriting.md) | PAS/AIDA/BAB frameworks, headline formulas (curated subset), brand voice | 217 |
| [video-ugc.md](video-ugc.md) | Video ad hooks (first 3 seconds), UGC-style ad creation | 150 |
| [testing-optimization.md](testing-optimization.md) | Creative testing methodology, scoring rubrics, DCO, A/B testing, performance metrics | 203 |
| [psychology-targeting.md](psychology-targeting.md) | Emotional triggers, cognitive biases, audience-message match | 229 |
| [offers-landing.md](offers-landing.md) | Offer construction, pricing psychology, landing page congruence | 222 |
| [campaign-management.md](campaign-management.md) | Creative briefs, competitor analysis, seasonal creative, retargeting, ad fatigue, thumbnails | 241 |
| [ai-tools-reference.md](ai-tools-reference.md) | AI creative tools, implementation roadmap, quick-reference appendix | 253 |

**Deep-dive chapters** (CHAPTER-01 through CHAPTER-12): see [CHAPTERS.md](CHAPTERS.md) for full index.

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## Core Principles

Creative is the single most important factor in ad performance — targeting and bidding fail without a scroll-stopping hook.

### Performance Hierarchy

1. **Hook (First 3s / First line)** — 40%
2. **Visual Thumb-Stop** — 25%
3. **Offer/Value Proposition** — 20%
4. **Social Proof** — 10%
5. **Call to Action** — 5%

### Eight Principles

1. **Pattern Interrupt** — break the feed pattern; make the interruption worth it
2. **Clarity Over Cleverness** — a confused mind doesn't buy
3. **Benefit-First** — lead with what the customer gets, not what you sell
4. **Specificity Sells** — "increase conversions by 23%" beats "increase conversions significantly"
5. **Emotional First, Logical Second** — buy on emotion, justify with logic
6. **Native to Platform** — look like content, not an ad
7. **Mobile-First** — 80%+ of social ad views are on mobile
8. **Test Everything** — 20% of creative drives 80% of results; scale the 20%

### Creative Funnel Framework

| Stage | Awareness Level | Creative Approach |
|---|---|---|
| 1 | Unaware (cold) | Problem-focused hooks, educational angles, pattern interrupts, curiosity gaps |
| 2 | Problem Aware | Solution-focused hooks, benefit-driven copy, comparison angles, expert positioning |
| 3 | Solution Aware | Feature differentiation, unique mechanism, proof of concept, innovation angles |
| 4 | Product Aware | Direct response offers, urgency/scarcity, risk reversal, testimonials, case studies |
| 5 | Most Aware (warm/hot) | Reminder messaging, cart abandonment, loyalty rewards, upsell/cross-sell |

---

## Quick Reference

### Platform Specs

| Platform | Format | Spec |
|---|---|---|
| Facebook | Image | 1080x1080 (1:1), 30MB |
| Facebook | Video | 1080x1920 (9:16), 4GB, 1-240min |
| Facebook | Carousel | 1080x1080 (1:1), 2-10 cards |
| Instagram | Feed | 1080x1080 (1:1) or 1080x1350 (4:5) |
| Instagram | Stories/Reels | 1080x1920 (9:16), Reels 15-90s |
| Google | RSA | 15 headlines (30 char), 4 desc (90 char) |
| Google | Display | 1200x628, 300x250, 160x600 |
| Google | YouTube | 16:9, 1080p min |
| TikTok | Video | 1080x1920 (9:16), 15-60s |

Full specs: `platform-meta.md`, `platform-google.md`

### Hook Formulas

Questions: "Still [pain point]?" | "Want to [outcome]?" | "What if [hypothetical]?" | "Why [surprising fact]?" | "Are you [problem identifier]?"

Statements: "[Result] in [timeframe]" | "Stop [bad thing]" | "I [achieved result]. Here's how." | "[Surprising stat]" | "This is why [problem occurs]"

Full formulas: `copywriting.md`

### Ad Copy Structure

**Social (FB/IG):** Hook (15 words max) → Amplify (2-3 sentences) → Proof → Offer → CTA

**Google Search:** H1: Keyword + differentiator | H2: Primary benefit | H3: Offer/CTA | D1: Value prop + benefits | D2: Social proof + guarantee

### Video Structure

0-3s: HOOK (pattern interrupt) → 3-10s: PROBLEM → 10-30s: SOLUTION → 30-45s: PROOF → 45-60s: CTA

Short versions — 15s: Hook→Solution→CTA | 30s: Hook→Problem→Solution→CTA

Full video guidance: `video-ugc.md`

### Testing Priority

1. Hook, 2. Core message/value prop, 3. Offer, 4. Creative format, 5. Headlines, 6. Images/visuals, 7. CTA, 8. Social proof, 9. Body copy, 10. Length, 11. Style

Full methodology: `testing-optimization.md`

### Fatigue Indicators

| Severity | CTR Drop | CPA Rise | Frequency |
|---|---|---|---|
| Action needed | 30%+ | 25%+ | >7 |
| Warning | 20% | 15% | 5-7 |
| Monitor | 10-15% | 10% | 4-5 |

Full fatigue management: `campaign-management.md`

### Performance Benchmarks

| Platform | CTR | CVR | Notes |
|---|---|---|---|
| FB/IG Feed | 1.5-3% | 2-5% (ecom), 5-15% (lead gen) | Frequency <4-5 |
| FB/IG Stories | 0.8-2% | — | — |
| Google Search | 3-8%+ | 5-15% | — |
| YouTube | 0.5-2% | — | View rate 30-40% |
