Every ad you put out into the world is a chance to gather data and learn what resonates and drives conversions. The best creatives are built to test. You should be dedicating 20% of your time to big swing concepts and 80% to making incremental progress through iteration.

When you design with testing in mind, you're creating a clear path to get there faster using hypothesis-driven thinking and repeatable systems.

With Meta's Andromeda update, creative diversification is no longer optional. Ads that look too similar now get grouped and penalised - meaning that iteration must be about variation.

This matters everywhere, but it matters most during BFCM.

During a five-day sale window, creative fatigue hits quick, and you don't have the luxury of finding out on Black Friday itself that your only hook for a given persona isn't landing. Everything in this section still applies during BFCM - but it needs to be pre-built into a bank of ready variations before the sale starts.

The BFCM-specific section below covers what changes about hook strategy specifically once the sale window opens.

The Goal:

• Learn what messaging or visuals your specific persona resonates with
• Maximise performance based on prior learnings (aka repeat what's working)
• Match customer awareness with the right message
• Get the best chance of success in the shortest amount of time

“On average, five times as many people read the headline as read the body copy. When you write your headline, you’ve spent eighty cents of your dollar.” – David Ogilvy

🧱 Hook Layers

There are 3 building blocks of every high-performing ad:

• Text Hook → “Low testosterone sneaks up on 1 in 4 men over 30”
• Visual Hook → Creates intrigue due to outside location + obscurity (camera following the individual) as well as a visual disruption due to sign on the back
• Dialogue Hook → “Low testosterone sneaks up on 1 in 4 men over 30”

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