The key terms around performance creatives, creative direction and creative testing, briefly explained.
Images, videos and ad copy for paid social built for a measurable response, such as a stop in the feed, a click or a purchase. Metrics like hook rate, click-through rate or cost per purchase show whether they work.
Learn moreA repeatable process of direction, variants, testing and learning. Every test round lays the groundwork for the next instead of starting from zero.
Learn moreDefines how ads look, what they should trigger and by which rules new variants are created. It is the step before production.
Learn moreSystematically comparing ad creatives in the ad account to find out which idea, hook or format works better.
Learn moreA variant that differs from the others in exactly one point, for example the hook, the first frame, the claim or the format. Only then does the test show what made the difference.
Learn moreThe opening of a creative, usually the first frame or the first seconds. It decides whether someone stops in the feed.
Learn moreThe share of impressions in which a video is watched for at least 3 seconds. It shows how well the opening works.
Learn moreA creative wears out because the audience has seen it too often. Typical signs are a falling click-through rate, rising frequency and rising cost per purchase.
Learn moreA clearly distinct visual and content direction from which several creatives and variants are developed.
Learn moreThe plan for which ideas and variants are tested in which order, with which budget and which cut-off rule.
Learn moreThe written record of what each test round has shown. You plan the next creatives from it.
Learn moreVideos and images made by creators or customers in the style of real user content. At vanillasalt an add-on within the creative system.
Learn moreAesthetics up front. System behind it.