Cracking the creative code

Welcome back peeps 👋

It’s time to spill the tea, let’s get straight into it.

Ad Secret #3: Building blocks

Think of your ad creative as a pancake.

You start with a recipe.

The recipe tells you which ingredients to use & when to use them.

Each individual ingredient serves a different purpose.

But… when they come together, they serve 1 purpose: tasting good.

It’s the same with your ad creative.

Your recipe is the structure.

Your ingredients are the blocks.

But when they come together, they serve 1 purpose: driving sales.

Types of blocks

So what types of blocks are there?

Here are some examples: Hook, Problem, Product Intro, Product Demo, Benefit, Social Proof, CTA.

Each of these blocks have a specific purpose.

For example, the purpose of a hook is to stop the viewer scrolling.

Whereas the purpose of the CTA is to get the viewer to take action.

How to use blocks for briefing

Let’s say you’re making a creative brief.

You start by outlining the structure of your ad.

First, you wan’t to decide on a framework.

For example, you could use the PAS (Problem Agitate Solution) framework.

This is a simple template I would use for a PAS creative brief. 👇

In the template above you can see there are 3 main columns: blocks, visuals & script.

For the block column you add the name for each block.

For the visual column you can add a screenshot, link or description.

For the script column you can simply add the copy.

How to test block iterations

Now, let’s say you make a winning creative using this template.

You have 4 main options to improve performance.

1) Make iterations of the visual for a specific block

2) Make iterations of the script for a specific block

3) Change the order of blocks

4) Add a new block

However, you shouldn’t just iterate for the sake of iterating.

You need to understand your data first.

For example, if you have a low hook rate, then make iterations of the visual OR script for the hook.

If you have a low hold rate, then you could change the order of blocks OR add a new block in the mid-section of the video.

The options are endless, but always start with iterations that will have the highest impact on performance.

That’s all for this week folks,

I hope you enjoyed this edition of Ad Secrets!

Cheers,

Tom