The purpose of this document is to share my framework for creating high-conversion ad creatives for brands.

Section 1: Framework

In this section, I share what factors I use to determine the quality of an ad creative. The factors are divided into two primarily:

1. Ad Structure
2. Ad Style

Ad Structure

The ad structure describes the substance of the ad. It describes the components of what makes a highly converting ad creative. And I break it down into 5 sections:

1. Hook: How attention-grabbing are the first few seconds of the ad?
2. Problem: Does the ad help the audience feel the deep pain of the problem?
3. Solution: Does the video show how great of a solution the product is to the problem it just highlighted?
4. Call to Action: Does the ad have a clear on how to buy the product?
5. Resolving Doubts & Credibility: Does the ad predict and resolve doubts/hindrances to the purchase that the audience might already be thinking about after listening to the problem and solution? e.g. Offer X day returns, Free Shipping, Quote from Influencers and UGC

Ad Style

This describes the packaging of the ad. It describes how well the design and look of the ad resonate with the target audience.

1. Ad Language to Audience Fit: Does the ad creative resonate with the way the typical target audience would communicate, for example, how would a teen girl talk with her friends? Does this ad sound like that?
2. Product Use in Ad: Is the product showcased in the ad? Ads that show how the product is used tend to be more concrete for the watcher to understand.
3. Modern design: Does the design have a modern design, this is more intuitive.