Something that we’ve all heard repeatedly for the past year: “iOS 14 made my Facebook Ads performance worse”. There are a number of reasons it’s happening. But for most brands, ad creative is the remedy. The importance of good ad creative is often misconstrued by guru Twitter. Focusing on ad creative doesn’t mean that you should double or triple the number of creatives you’re testing. This often leads to a “throw spaghetti at the wall” approach. Even when you identify a winning concept, it’s hard to replicate if you don’t know why that concept was so effective. I’m going to outline why the right ad creative has become so critical and introduce a framework you can use to generate an (almost) infinite number of ideas for your ads.
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