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

# Creative Iteration Process

## Winner Analysis

Ask:

1. Hook -- what made people stop?
2. Emotion -- fear, desire, curiosity?
3. Proof -- testimonial, data, authority?
4. Format -- video vs static, length, ratio?
5. Audience -- age, gender, interest?

## Variation Types

Hook swap (same body, different hook) · Visual swap (same script, different creator/visuals) · Format swap (static to video) · Length swap (shorter/longer) · Offer swap (different offer/CTA) · Angle shift (same benefit, different angle)

## Mashup Method

Combine elements from different winners -- A's hook + B's proof section + C's CTA

## Refresh Triggers

CTR declining 20%+ WoW · Frequency >3.0 (prospecting) or >5.0 (retargeting) · Creative unchanged 3+ weeks · CPA rising despite stable CPM

## Refresh Process

Create 2-3 iterations, add to same ad set, let algorithm choose, pause original when new creative wins
