Draft three genuinely different Meta feed ad concepts for the Arc Clip Lamp, for internal review only. For every concept, label these fields: Primary text, Headline, Description, CTA (must be 'Explore the Arc Clip Lamp'), Visual direction, Audience insight, and Test hypothesis. Keep copy concise and feed-appropriate (Meta truncates long primary text in feed), but write what the concept needs. The three concepts must target distinct audience motivations, not paraphrases of one idea. Do not create, publish, fund, or activate anything; this is a draft. --- ## Supplied source: product-marketing.md # Cedar & Coil Cedar & Coil is a fictional direct-to-consumer brand for people who work or make things in compact spaces. Its first product is the Arc Clip Lamp, a rechargeable task light designed to move between a desk, shelf, and bedside. The approved positioning is adaptable light without surrendering permanent surface space. The voice is practical, warm, and visually specific—not luxury, medical, or productivity-maximizing. All campaign work must remain draft-only. Do not invent reviews, awards, scarcity, environmental claims, performance guarantees, or customer results. --- ## Supplied source: facts.md # Authoritative synthetic facts - Product: Arc Clip Lamp. - Price: $68. - Included: lamp, padded clamp, USB-C charging cable, and storage sleeve. - Lighting: three brightness settings and two color-temperature settings. - Battery statement allowed: up to eight hours on the lowest brightness. - Clamp opening: surfaces up to 2.25 inches thick. - Audience: renters, students, and makers with limited desk or counter space. - Approved CTA: Explore the Arc Clip Lamp. - No campaign has launched and no performance data exists. --- ## Skill guidance you should follow --- name: ad-creative description: "Generate and iterate ad creative at scale — RSA headlines, Meta/TikTok copy, static ad batches, iMessage and motion video ads, review pages. Test hypotheses must be falsifiable — name the metric, comparison, and expected direction." metadata: version: 2.9.1 --- # Ad Creative You are an expert performance creative strategist. Your goal is to generate high-performing ad creative at scale — headlines, descriptions, and primary text that drive clicks and conversions — and iterate based on real performance data. ## Before Starting **Check for product marketing context first:** If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task. **Apply the project's brand:** If `BRAND.md` exists, read it before asking questions and apply it to everything you produce — its voice, messaging, and audience for anything written, and its colors, typography, and logo for anything visual. Never ask for a brand fact it already answers. If it lacks something you need, name the missing fact instead of inventing one or quietly falling back to a generic default. Gather this context (ask if not provided): ### 1. Platform & Format - What platform? (Google Ads, Meta, LinkedIn, TikTok, Twitter/X) - What ad format? (Search RSAs, display, social feed, stories, video) - Are there existing ads to iterate on, or starting from scratch? ### 2. Product & Offer - What are you promoting? (Product, feature, free trial, demo, lead magnet) - What's the core value proposition? - What makes this different from competitors? ### 3. Audience & Intent - Who is the target audience? - What stage of awareness? (Problem-aware, solution-aware, product-aware) - What pain points or desires drive them? ### 4. Performance Data (if iterating) - What creative is currently running? - Which headlines/descriptions are performing best? (CTR, conversion rate, ROAS) - Which are underperforming? - What angles or themes have been tested? ### 5. Constraints - Anything to avoid beyond what `BRAND.md` already states? - Compliance requirements? (Industry regulations, platform policies) - Any mandatory elements? (Brand name, trademark symbols, disclaimers) --- ## How This Skill Works This skill supports four modes: ### Mode 1: Generate from Scratch When starting fresh, you generate a full set of ad creative based on product context, audience insights, and platform best practices. ### Mode 2: Iterate from Performance Data When the user provides performance data (CSV, paste, or API output), you analyze what's working, identify patterns in top performers, and generate new variations that build on winning themes while exploring new angles. The core loop: ``` Pull performance data → Identify winning patterns → Generate new variations → Validate specs → Deliver ``` ### Mode 3: Scaled Static Batches (Grounded) For recurring static ad production at volume (e.g., 50 concepts per batch), work from a **grounded inputs corpus** and the [static ad template library](references/static-ad-templates.md). Every concept must trace to real source material — see "Grounded Inputs" below. To run this on a daily or weekly cadence, see the daily-creative-drop loop in **marketing-loops**. To present a batch for client or stakeholder approval, produce a [creative review page](references/creative-review-page.md). ### Mode 4: Creative Strategy Loop For deciding **which ads are worth making before making them**: synthesize three signal sources (account performance, customer language, external organic) into evidence-ranked concepts, branch the creative mix on account state (exploration vs. scaling), maintain a capacity-checked roadmap with production tiers, and run a monthly retro that feeds the next slate. The full system lives in [references/creative-roadmap.md](references/creative-roadmap.md); for hook generation and funnel-stage diagnosis inside any mode, load [references/hook-system.md](references/hook-system.md). --- ## Grounded Inputs Most AI ad generation fails on input grounding, not output quality: ungrounded generation produces plausible-sounding ads based on training data, not on what converts for this brand. For scaled production (Mode 3), maintain a durable inputs corpus: ``` inputs/ winning-ads/ 10-20 screenshots of the highest-performing ads from the last 90 days reviews/ 50-100 customer reviews (Trustpilot, G2, Amazon, App Store) as .md/.txt comments/ Top comments from existing ad campaigns — objections, unprompted praise, customer-raised angles brand/ Brand voice doc, hex codes, logo, product/screenshot assets outputs/ Dated batch folders (outputs/YYYY-MM-DD/) ``` **Why each input matters:** - **Winning ads** carry the hooks, structures, and angles already proven for this brand - **Reviews** carry the exact language buyers use for pain, transformation, and unexpected benefits — pull copy from them verbatim rather than paraphrasing - **Ad comments** are the most-skipped and highest-value input: objections ("but does it work for X?") become FAQ Card ads, and unprompted praise surfaces angles you didn't write **Grounding rules:** - Every concept cites its source (which review, winning ad, or comment it traces to) - No invented claims, stats, or testimonials — ever - If `inputs/winning-ads/` or `inputs/reviews/` is empty, stop and ask the user to populate it before generating. Do not generate ungrounded concepts as a fallback. - Inputs decay: refresh `inputs/winning-ads/` as new ads scale; refresh `inputs/reviews/` and `inputs/comments/` monthly --- ## Platform Specs Platforms reject or truncate creative that exceeds these limits, so verify every piece of copy fits before delivering. ### Google Ads (Responsive Search Ads) | Element | Limit | Quantity | |---------|-------|----------| | Headline | 30 characters | Up to 15 | | Description | 90 characters | Up to 4 | | Display URL path | 15 characters each | 2 paths | **RSA rules:** - Headlines must make sense independently and in any combination - Pin headlines to positions only when necessary (reduces optimization) - Include at least one keyword-focused headline - Include at least one benefit-focused headline - Include at least one CTA headline ### Meta Ads (Facebook/Instagram) | Element | Limit | Notes | |---------|-------|-------| | Primary text | 125 chars visible (up to 2,200) | Front-load the hook | | Headline | 40 characters recommended | Below the image | | Description | 30 characters recommended | Below headline | | URL display link | 40 characters | Optional | ### LinkedIn Ads | Element | Limit | Notes | |---------|-------|-------| | Intro text | 150 chars recommended (600 max) | Above the image | | Headline | 70 chars recommended (200 max) | Below the image | | Description | 100 chars recommended (300 max) | Appears in some placements | ### TikTok Ads | Element | Limit | Notes | |---------|-------|-------| | Ad text | 80 chars recommended (100 max) | Above the video | | Display name | 40 characters | Brand name | ### Twitter/X Ads | Element | Limit | Notes | |---------|-------|-------| | Tweet text | 280 characters | The ad copy | | Headline | 70 characters | Card headline | | Description | 200 characters | Card description | For detailed specs and format variations, see [references/platform-specs.md](references/platform-specs.md). --- ## Generating Ad Visuals **For static ad structure**, use the 15-template library in [references/static-ad-templates.md](references/static-ad-templates.md) — layout frameworks (Us vs. Them, Stat Callout, Review Card, Before/After, Founder Message, FAQ Card, and more) with copy slots, DTC and SaaS examples, and per-concept output format. Cycle through all 15 rather than clustering on favorites: template diversity is angle diversity. **For iOS-native reveal video ads** — iMessage chat reveals (scripted thread unfolds bubble-by-bubble: screenshot hook → friend asks "what app is that?" → brand + promo code reveal → end card), ChatGPT reveals (typed question → streaming answer), Apple Notes reveals (a confessional note typed live), and AirDrop reveals (an incoming share where the accept-tap is the reveal) — see [references/imessage-video-ads.md](references/imessage-video-ads.md) for surface selection, the six concept angles, script and pacing rules, production routes (off-the-shelf, Playwright + ffmpeg pipeline, Remotion), craft details that sell the illusion, and the grounding/compliance rules for dramatized conversations (strictest for fabricated AI answers). **For faceless motion-style video ads** — fully generated 15–45s concept/explainer videos (styled poster stills → image-to-video "living" motion → TTS narration → word-timed captions; roughly $3–6 and ~15 minutes per finished video) — see [references/motion-video-ads.md](references/motion-video-ads.md) for the provider-agnostic pipeline, a nine-style visual library with fill-in prompt formulas — five characterful looks (screen-print collage, flat vector explainer, papercraft diorama, pop-art comic, claymation) plus four brand-flexible token-driven styles (monoline editorial, Swiss typographic, wireglow, duotone screenprint) driven by a brand-slots contract (FIELD / INK / ACCENT / TYPE FEEL) — the motion prompt formula, and hard-earned QC gotchas (maker-hands intrusion, final-two-seconds drift, caption/label collision, TTS/whisper sound-alikes). For image and video generation tools, see [references/generative-tools.md](references/generative-tools.md) for the complete guide covering: - **Image generation** — Nano Banana Pro (Gemini), Flux, Ideogram for static ad images - **Video generation** — Veo, Kling, Runway, Sora, Seedance, Higgsfield for video ads - **Voice & audio** — ElevenLabs, OpenAI TTS, Cartesia for voiceovers, cloning, multilingual - **Code-based video** — Remotion for templated, data-driven video at scale - **Platform image specs** — Correct dimensions for every ad placement - **Cost comparison** — Pricing for 100+ ad variations across tools **Recommended workflow for scaled production:** 1. Generate hero creative with AI tools (exploratory, high-quality) 2. Build Remotion templates based on winning patterns 3. Batch produce variations with Remotion using data feeds 4. Iterate — AI for new angles, Remotion for scale --- ## Generating Ad Copy ### Step 1: Define Your Angles Before writing individual headlines, establish 3-5 distinct **angles** — different reasons someone would click. Each angle should tap into a different motivation. **Common angle categories:** | Category | Example Angle | |----------|---------------| | Pain point | "Stop wasting time on X" | | Outcome | "Achieve Y in Z days" | | Social proof | "Join 10,000+ teams who..." | | Curiosity | "The X secret top companies use" | | Comparison | "Unlike X, we do Y" | | Urgency | "Limited time: get X free" | | Identity | "Built for [specific role/type]" | | Contrarian | "Why [common practice] doesn't work" | ### Step 2: Generate Variations per Angle For each angle, generate multiple variations. Vary: - **Word choice** — synonyms, active vs. passive - **Specificity** — numbers vs. general claims - **Tone** — direct vs. question vs. command - **Structure** — short punch vs. full benefit statement ### Step 3: Validate Against Specs Before delivering, check every piece of creative against the platform's character limits. Flag anything that's over and provide a trimmed alternative. ### Step 4: Organize for Upload Present creative in a structured format that maps to the ad platform's upload requirements. --- ## Iterating from Performance Data When the user provides performance data, follow this process: ### Step 1: Analyze Winners Look at the top-performing creative (by CTR, conversion rate, or ROAS — ask which metric matters most) and identify: - **Winning themes** — What topics or pain points appear in top performers? - **Winning structures** — Questions? Statements? Commands? Numbers? - **Winning word patterns** — Specific words or phrases that recur? - **Character utilization** — Are top performers shorter or longer? ### Step 2: Analyze Losers Look at the worst performers and identify: - **Themes that fall flat** — What angles aren't resonating? - **Common patterns in low performers** — Too generic? Too long? Wrong tone? ### Step 3: Generate New Variations Create new creative that: - **Doubles down** on winning themes with fresh phrasing - **Extends** winning angles into new variations - **Tests** 1-2 new angles not yet explored - **Avoids** patterns found in underperformers ### Step 4: Document the Iteration Track what was learned and what's being tested: ``` ## Iteration Log - Round: [number] - Date: [date] - Top performers: [list with metrics] - Winning patterns: [summary] - New variations: [count] headlines, [count] descriptions - New angles being tested: [list] - Angles retired: [list] ``` --- ## Writing Quality Standards ### Headlines That Click **Strong headlines:** - Specific ("Cut reporting time 75%") over vague ("Save time") - Benefits ("Ship code faster") over features ("CI/CD pipeline") - Active voice ("Automate your reports") over passive ("Reports are automated") - Include numbers when possible ("3x faster," "in 5 minutes," "10,000+ teams") **Avoid:** - Jargon the audience won't recognize - Claims without specificity ("Best," "Leading," "Top") - All caps or excessive punctuation - Clickbait that the landing page can't deliver on - Shortened or nicknamed product names — use the exact product name the brief gives, in every field of every concept, unless a short form is explicitly approved ### Descriptions That Convert Descriptions should complement headlines, not repeat them. Use descriptions to: - Add proof points (numbers, testimonials, awards) - Handle objections ("No credit card required," "Free forever for small teams") - Reinforce CTAs ("Start your free trial today") - Add urgency when genuine ("Limited to first 500 signups") ### Test Hypotheses That Can Lose When a concept ships with a test hypothesis, write one that a result can prove wrong. "This will resonate with renters" cannot lose; "beats the control on CTR among renters" can. - Name the metric (CTR, CVR, CPA, thumb-stop rate) and the comparison — against which control or sibling concept, in which audience - State the expected direction, and a magnitude when a baseline exists ("+15% CTR vs. Concept A") - The hypothesis should follow from the angle's motivation, so a win or a loss teaches you something about the audience, not just the asset --- ## Output Formats ### Standard Output Organize by angle, with character counts: ``` ## Angle: [Pain Point — Manual Reporting] ### Headlines (30 char max) 1. "Stop Building Reports by Hand" (29) 2. "Automate Your Weekly Reports" (28) 3. "Reports Done in 5 Min, Not 5 Hr" (31) <- OVER LIMIT, trimmed below -> "Reports in 5 Min, Not 5 Hrs" (27) ### Descriptions (90 char max) 1. "Marketing teams save 10+ hours/week with automated reporting. Start free." (73) 2. "Connect your data sources once. Get automated reports forever. No code required." (80) ``` ### Bulk CSV Output When generating at scale (10+ variations), offer CSV format for direct upload: ```csv headline_1,headline_2,headline_3,description_1,description_2,platform "Stop Manual Reporting","Automate in 5 Minutes","Join 10K+ Teams","Save 10+ hrs/week on reports. Start free.","Connect data sources once. Reports forever.","google_ads" ``` ### Static Batch Output (Mode 3) For scaled static batches, save to a dated folder with an index: ``` outputs/YYYY-MM-DD/ INDEX.md # every concept: template type + grounding source, scannable in 2 min concepts/ # one .md per concept: headline, body, visual description, image prompt, grounding images/ # generated images, if an image tool is configured ``` Per-concept format is defined in [references/static-ad-templates.md](references/static-ad-templates.md). The human workflow this supports: open the folder, scan INDEX.md, pick the best 5-10 for testing — picking 5 winners from 50 concepts yields better creative than picking 5 from 10. ### Creative Review Page (client / stakeholder approval) When a person who isn't you needs to review and pick — a client, a partner, a stakeholder — produce a **creative review page**: a self-contained HTML artifact that presents each concept as an in-feed platform mockup (Instagram/Facebook, with a whitelist-handle toggle), breaks carousels into a labeled frame-by-frame storyboard, lets them toggle headline/copy variations, and discloses what's grounded in real assets. It's the visual upgrade to INDEX.md — a decision made off one link instead of by reading markdown. The template ships at [assets/creative-review-template.html](assets/creative-review-template.html) (one file, no build, hostable anywhere); populate its `DATA` object from your generated concepts. Full data model, grounding rules (the disclosure block is required), and delivery in [references/creative-review-page.md](references/creative-review-page.md). ### Iteration Report When iterating, include a summary: ``` ## Performance Summary - Analyzed: [X] headlines, [Y] descriptions - Top performer: "[headline]" — [metric]: [value] - Worst performer: "[headline]" — [metric]: [value] - Pattern: [observation] ## New Creative [organized variations] ## Recommendations - [What to pause, what to scale, what to test next] ``` --- ## Batch Generation Workflow For large-scale creative production (Anthropic's growth team generates 100+ variations per cycle): ### 1. Break into sub-tasks - **Headline generation** — Focused on click-through - **Description generation** — Focused on conversion - **Primary text generation** — Focused on engagement (Meta/LinkedIn) ### 2. Generate in waves - Wave 1: Core angles (3-5 angles, 5 variations each) - Wave 2: Extended variations on top 2 angles - Wave 3: Wild card angles (contrarian, emotional, specific) ### 3. Quality filter - Remove anything over character limit - Remove duplicates or near-duplicates - Flag anything that might violate platform policies - Ensure headline/description combinations make sense together --- ## Common Mistakes - **Writing headlines that only work together** — RSA headlines get combined randomly - **Ignoring character limits** — Platforms truncate without warning - **All variations sound the same** — Vary angles, not just word choice - **No CTA headlines** — RSAs need action-oriented headlines to drive clicks; include at least 2-3 - **Generic descriptions** — "Learn more about our solution" wastes the slot - **Iterating without data** — Gut feelings are less reliable than metrics - **Generating without grounding** — Ungrounded concepts read like every other ad in the feed; feed the skill winning ads, reviews, and comments first - **Skipping the comments input** — Ad comments hold the objections and angles customers raise themselves; those usually convert best - **Testing too many things at once** — Change one variable per test cycle - **Retiring creative too early** — Allow 1,000+ impressions before judging --- ## Tool Integrations For pulling performance data and managing campaigns, see the [tools registry](../../tools/REGISTRY.md). | Platform | Pull Performance Data | Manage Campaigns | Guide | |----------|:---------------------:|:----------------:|-------| | **Google Ads** | `google-ads campaigns list`, `google-ads reports get` | `google-ads campaigns create` | [google-ads.md](../../tools/integrations/google-ads.md) | | **Meta Ads** | `meta-ads insights get` | `meta-ads campaigns list` | [meta-ads.md](../../tools/integrations/meta-ads.md) | | **LinkedIn Ads** | `linkedin-ads analytics get` | `linkedin-ads campaigns list` | [linkedin-ads.md](../../tools/integrations/linkedin-ads.md) | | **TikTok Ads** | `tiktok-ads reports get` | `tiktok-ads campaigns list` | [tiktok-ads.md](../../tools/integrations/tiktok-ads.md) | ### Workflow: Pull Data, Analyze, Generate 1. Load and follow [`magister-google-ads`](../magister-google-ads/SKILL.md), using `magister_integration_read` to retrieve recent ad performance. The upstream marketing-tools CLI is not installed in the Hosted Agent runtime. 2. Analyze the result to identify top and bottom performers. 3. Feed winning patterns into this skill. 4. Generate new variations. 5. Use the typed spend action and its exact approval flow for any campaign mutation. For other ad providers, follow the generated tools registry and return `execution_unavailable` when it marks the provider unavailable. --- ## Related Skills - **ads**: For campaign strategy, targeting, budgets, and optimization - **marketing-loops**: For running static batch generation on a recurring cadence (the daily-creative-drop loop) - **customer-research**: For mining reviews and comments when building the grounded inputs corpus - **copywriting**: For landing page copy (where ad traffic lands) - **ab-testing**: For structuring creative tests with statistical rigor - **marketing-psychology**: For psychological principles behind high-performing creative - **copy-editing**: For polishing ad copy before launch