How to Make SCALABLE Meta Ad Creative

a huge thanks to story blocks for sponsoring this video this is one of the most common problems I hear on meta ads it'll be something along the lines of this oh every time I launch a new creative it'll perform for 2 to 4 days and then all of a sudden results will fall off a cliff sound familiar I'm going to let you in on a little secret come close it's probably not your account structure or your targeting or even how you're testing your creative the main culprit is likely this yeah just your add creative in

general unfortunately but the truth is is that you can make a creative that is inherently more appealing to a broader group of people without that much additional effort as well so in today's video we're going to talk about why make scalable creative this is going to be an important reframing lesson I think we all need and number two we're going to dive into how to make scalable creative the real meat of this video and then finally I want to share the story of a top performing creative that I actually made recently so let's go ahead

and typ in number one why make more scalable creative so if you're a media buyer a creative strategist or you're a Founder doing it all yourself I want you to do something next time you're writing a creative brief for a team member to execute on and this might seem very simple so please bear with me when you're making this ad creative I want you to come with the perspective of how to make this ad creative more scalable or how to make it more appealing to a broader group of people how can you frame this ad

so that as many people will want to buy from it as possible how would that change your messaging how would that change the creators you're using how would that even change some of the formats that you're using this is actually one of the big lessons that I learned at the agency several years ago I'll actually never forget one of my first days at thesis when it all clipped for me one of my mentors explained that in order to really scale we had to have an ecosystem for that scale to take place this includes a few

things like number one broad audiences they are the most scalable audience after all landing pages with a high conversion rate we often found that quizzes and listicles served this purpose for us and then finally direct response creative that appealed to a broader amount of people and because of this training now every time I look at an ad creative I ask myself the question how scalable is this creative really is this appealing to the largest amount of people possible can I add an extra hook to push that further can I add an extra very iation on

an image creative to make sure that it's appealing as wide as possible especially if some of those headlines are quite niched down now I want to dive into this graphic that shows you how I think about scalable creative but first I want to talk about story blocks story blocks is a longtime friend of the channel and they have a curated Content Library that has literally everything that you need to make high quality video ads that convert on meta they have over a million 4K and HD pieces of footage music sound effects Clips images and so

much more now the reason why I like story blocks is because I find that it combines really well with ugc here are a few clips that I've actually been testing out recently that I really like countdown timers like this one any type of money clip I really like using these as overlays I also like things like this to use as stickers on ad creative or these green screen ones which have been super helpful to me recently now the awesome thing about story blocks is they are constantly adding new clips so there's always going to be

something new for you to test and the best part is is that anything that you download with story blocks is 100% royaltyfree yes even if you're using it for ads and the thing that I personally like as someone who's led many teams is you don't have to Fumble around with AI Solutions hire a Creator or God forbid create a whole new photo shoot or video shoot to get the type of content that will actually convert and that you need immediately to get started with unlimited stock downloads at one set price go to story blocks.com darad

Deni or click the link in the description below okay now back to how to make scalable creative now inherently some formats are going to lend themselves to being more scalable or more appealing to a broader amount of people so when we look at the stages of awareness right when we think about people who are unaware and the type of content that's good at converting them we're thinking about celebrity content or more educational content how-to content tutorial based content and below that is going to be problem aware individuals this is really where ugc and single testimonials

really shine I often find when I am looking at a top performing ugc ad it is generally coming from the problem lare stage founder stories are often in this place as well and then solution aware so this is going to be your US versus them you are literally comparing Your solution to someone else and then we also have the features benefit call out here and then as we go further down to product aware and most aware we have things like testimonials three reasons why and then finally those offers right now I often hear marketer and

gurus talking about the levels of awareness and yeah this is pretty much what this is and no I did not personally make this up this is a marketing fundamental but the way that I like to think about it in particular is how these levels of awareness lend themselves to inherently producing more scalable creative or creative that's more likely to convert now let's take a step back here and look at these all together right when looking at this a few things start to click for me like number one when working with a new brand I often

find that their first top performing creatives are going to be something like an Us Versus Them ad or even a features point out ad and the reason why is because you're actually doing less selling on a colder unaware audience right you are essentially just explaining why you are better than their competition so they are already kind of sold on the solution but they just need to be sold on why you are the best solution not necessarily the solution itself I like to consider these people loow hanging fruit so often times when I am talking with

brands that say hey we are always launching creatives and they'll do well for a few days or a few weeks and then they always die at a certain point when I take a look at them I'm like okay you're actually creating content that is in the solution aware or even product aware and you're not really going up further in that funnel of awareness so one of the first things I often suggest they do is okay how can you actually take your messaging a little bit further up so that you can start to try to convert

people in a place that is more scalable I think a really good place to see this in action is actually with these ads from array right so we have this first one here that is three reasons why you should buy a ray blow now this is very clearly product aware right cuz we have the product in the headline and it's three reasons why this is essentially just like giving people reasons why to buy you specifically and then we go up a little bit to an ad creative that I would consider more solution aware right try

this to get instant relief from BL in IBS now we can see this is likely some type of supplement right it's not some other mode so that's why I have it more in that solution but you could argue this one and also deblo in under 1 hour those are going to be more problem aware but I do think the try this messaging is just a little bit more solution aware and then when we go a little bit higher up I would probably classify this next one between problem aware or unaware which is is five ways

that array makes you feel a thousand times better now you could also argue oh but this is using the the name and and the headline so maybe that is actually more product aware I would argue the reason why I think the three reasons why you should not buy a ray blow is more product aware and this one is actually going to be more unaware is because we don't actually know the problem yet that it's serving right until we start to look underneath and I I guess my big caveat here and why I actually do not

like teaching new strategists and people who are new to to marketing the these type of marketing awareness levels is I actually think it's kind of a bad place to start your messaging journey I actually really like in retrospect being able to look at ad creative and be like o what what part of the messaging journey is this actually being taken from because I find that some of the other angles that you can take with your messaging like leading into a core human desire specificity angles problem angles these are much better at driving performance than thinking

about what type of awareness level so again I really like coming at this angle of okay how can we make this more scalable instead of it being the beginning place if that makes sense okay let's dive into story time so I actually recently made a top performing creative for one of the brands that I work with uh yes it feels so good when this happens right now I can't can't show you the actual creative because client privacy Nas yada yada but I want to explain what I did and show some examples that are pretty similar

so we had a top performing ad creative that one of my colleagues had made that was literally the winning ad for months it was actually an image ad and they had done a few variations of it and there was one that just really was knocking it out of the park for months mind View and the headline itself was super offer driven we were highlighting a bundle offer that essentially said something along the lines of like get three for $9 each so after this Creator just kept on being in the top performers month after month I

was like oo I want to actually try some new iterations just with the headline and see if we can get a little bit more scale out of this so I decided to test a few different headlines that were really similar to what's in these ad creatives the first one highlighted women of a specific age kind of like this Mali cosmetic ad now something that we had seen before with this brand is oh if we call out a certain age demographic that can really drive performance for us so I wanted to take that learning that we

had seen elsewhere and try it on this specific creative another one that we wanted to try was actually calling out a specific demographic in the one of moms and actually this was something that we hadn't really tested before but we had seen lots of chatter in the comment section and in reviews and we thought okay we know that there's a big part of our Market who are moms let's try using a headline that calls them out directly the next one was super similar to this Lively ad which was about how our product went viral on

Tik Tok now the reason why I chose this specific type of headline was because another top performing creative that we had that was more ugc in nature actually had that as the hook so I thought okay let's try testing it on this specific image and the final one that we had was really similar to this thri Cosmetics ad which essentially said hey you can get this type of transformation in this amount of time so more of a Time based perk for our audience so which one do you think won by a landslide let me know

in the comments if you're right by the way because I I'll tell you it wasn't the one that I thought was going to win the one that I honestly thought was going to win was going to be moms or the Tik Tok virality one honestly we just saw so much traction out of the other ad for the Tik Tok reality one that I was like okay I think that one's likely going to get some amount of scale the moms one actually was the second top performer but it was actually the timebase perk was the one

that really continued to scale it is now the top performing ad in the account and when I take a step back and I really think about it when I think about all the demographics that we serve all of them saw this time based perk as something that they would really be interested in so when we're thinking about how to make the most scalable creative and how to make a creative that appeals to the broadest amount of people you know and we're thinking oh moms is are they going to be interested in this time based perk

yes women of a certain age are they going to be interested in this time based perk yes people who are interested in in viral Tik Tok makeup yes exactly sometimes when thinking about skillable creative happens in retrospect but I remember when I was sitting down to make the iterations I thought okay how can I do another one that's going to be a lot more broad but I was also thinking more about that specificity right this is an ogal V learning that I talked about many times is you really want to be as specific as possible

so being able to call out that specific time period is something that my audience really values it's something that the community really values so I was able to start there but in retrospect I'm like okay actually this is more of a scalable audience I hope that makes sense I'm kind of rambling so my suggestion here actually is to number one take a step back and look at some of your top performers in your ad account where were they at specifically in the marketing journey and if you've seen creatives that were performing good for a while

but then maybe stopped performing as well is there a way that you can actually take that messaging a little further up in the level of awareness and see if potentially you can get some more juice out of that creative all right guys I hope this was super helpful let me know in the comments um what you thought about this video and I'll see you guys next week bye