13 Overlooked Strategies for Enhancing Paid Media Creatives

A few of us at Pennock recently connected on what makes our clients creative perform so well, how we think about the creative process, and what tools we use. Here’s the summary

  1. Craft ads that you'd want to share or screenshot personally. If it doesn't perform organically, avoid turning it into an ad. Remember the Broke Man's Content Playbook: create and test content organically before promoting it. If it's not share-worthy, it's not worth publishing.

  2. Align your ad creative with your landing page. Boost CVR quickly by ensuring your ad creative matches your landing page. For instance, if your ad showcases a vitamin c serum, direct your prospective customers to a landing page where the vitamin c serum takes center stage. This creates a seamless customer journey, eliminating unnecessary clicks.

  3. Use data to guide your decisions. If it boosts sales, it's 'on brand.' Avoid the pitfall of a CMO labeling something as 'not on brand,' only to see 'on brand' content underperform. Until you hit $50M in revenue, your brand is built by getting your products to consumers who can enjoy them..

    We use TripleWhale to track and understand the analytics behind all our clients’ ad creative.

  4. Bring in content creators for exceptional content. Looking for outstanding video creative? Seek out creators experienced in this field and collaborate with them. If they've cultivated their own online following and create content similar to the ads you envision, they can deliver powerful creative for your brand. When working with content creators, trust their expertise and avoid micromanaging — you hired them for a reason, so let them work their magic.

  5. Create a 'creative bank.' Whenever you spot an appealing ad from another brand or creator online, capture it with a screenshot or link. Use these references to inspire elements for your future campaigns, such as color, font, or hooks. Establish an Instagram DM group within your team for sharing ad inspiration with a brief comment on why you like it.

  6. Focus on the hook. With video ads, the first 1-2 seconds are really what matters. How do you grab someone’s attention with the right setup, shot, or leading question?

  7. Repurpose your top-performing ads. Once you've tested multiple concepts, focus on the top 5 highest-performing ads. Create 5-10 new variations of these winners by experimenting with different elements like the opening shot, music, letter case, overlays, and more. There are countless ways to continuously remix your top-performing creative. Stay data-driven and keep refining your winners to enhance CPMs and CPAs.

    Shift from testing 15 angles to doubling down on what's working. Don't assume that a particular creative angle isn't effective just because it hasn't worked, it doesn’t mean the angle isn’t worth pursuing a different way, too.

  8. Focus on clear, concise, compelling copy. Effective ad copy is crucial. In just a few seconds, your copy must captivate and compel your audience to want more.


    Copywriting Rules:

    • Start with the offer (don't bury it!)

    • Emphasize benefits and value

    • Show how your product improves lives

    • Use CAPITALS, emojis, and punctuation for key points

    • Keep it simple, avoid big words

    • Make it easy for anyone to understand

    • Edit ruthlessly

    • Edit one more time

  9. Low-fi ads work! You don’t need high-production value commercials to start selling online. Some of the highest-performing ads I’ve ever seen were shot on an iPhone, selfie-style.

  10. Make ad variants for custom audiences. The more specific the better. Say you are targeting both 24-30-year-old men AND women in San Francisco. Test two variants with one targeted at men saying “Every 25-year-old man in SF needs this product! Buy one, get one FREE” and run that ad only to men within that age group in SF. Do the same thing for women and change the copy and visuals to cater to that audience.

  11. Study your favorite brand’s ad library. You can see which ads brands are running. Look at what they highlight in the majority of their ads — that is what is working for them!    


           • Facebook Ads Library

           • TikTok Ads Library

           • Twitter Ads Library

           • Google Ads Library

           • Native (Taboola, Outbrain, etc) Ads Spy Tool

  12. For TOF ads, over-explain everything. When running prospecting ads on a large scale to an unfamiliar audience (TOF), thoroughly communicate the product's benefits and value propositions. Simplify the message and reiterate key value propositions to maximize your media investment at scale.

    My preferred approach is to start by explaining your product to a friend via text. Then, envision someone asking condescendingly, 'Why did you buy this?' Combine these elements to create a compelling prospecting ad.

  13. Run your traditional press as ads. Maximize earned media impact. If your brand is featured in publications like BeautyMatter, Beauty Independent, Vogue, etc., turn those articles into ads. It's a highly effective way to boost sales. Be mindful of affiliate commissions if applicable, and consider using a screenshot of the headline and publication for a landing page.

Nikki Lindgren