Barry Hott – Building Ads 2.0

The exact framework I use for mining customer reviews, 
quickly analyzing past performance, and gathering insights from competitors.

Brainstorming techniques for generating relevant ad ideas rapidly.

Identifying compelling hooks.

My scriptwriting tactics (AI-Enhanced).

Ad formats that convert.

Do audience research consistently. Get into the customer’s mindset. Start with empathy for the consumer:
– Think how they think.
– Speak how they speak.
– Consume what they consume.
– Ads write themselves.

Go rapidly from a blank page to an abundance 
of ad and iteration ideas using simple post-it note brainstorms.

Ask AI the right questions to get the best hooks and ad scripts.

How to set up your systems and workflow for creative operations.

My proven strategies for getting content from existing customers (better and cheaper than from creators).

How I Make Ads:
– The case for making ads that don’t look and feel like ads.
– How I script (using AI), shoot and edit “ugly” ads.
– Uglifying polished ads to be more authentic and relatable.

How I Edit Ads (important, even if you’re not editing them yourself):
– Hooks, headlines, and visual impact.
– Crafting clear and concise copy.

Build a robust creative process for your business.

Negotiate with and manage content creators effectively.

Shoot and edit “ugly” ads that are palatable, relatable, 
and relevant to the consumer.

Write potent, attention-grabbing messages quickly.

Edit ads (and give feedback) for instant relevance in a crowded feed.

A deep dive into how the system operates.

Creating a simpler version of the account structure.

How I put guardrails on the system to prevent it 
from cheating.

Breakdowns: what they are and how I use them to better understand creative performance and unlock new creative ideas and hypotheses.

Create a simpler version of your ad account structure.

Control the system to ensure it doesn’t cheat.

Run a breakdown analysis.

Make data-driven iterations on both successful and underperforming ads.

How to test creatives:
– Naming conventions (boring but crucial).
– Why broad audience?
– Problem/solution testing for faster conversions.
– How I use the creative testing framework to learn and scale successful creatives.

Advanced Performance Analysis:
– Key metrics to track.
– The specific column view I use in Ads Manager.
– Making iterations on winners and losers.

Implement ad and file naming conventions without 
becoming too granular.

Use the creative testing framework and to:
– Understand what works and what doesn’t (and WHY).
– Look through the lens: What does the consumer feel when they see this?
– Build and implement a scaling strategy for a successful ad account.
– Create broadly functional and scalable ads.
– Make ads that resonate with cold audiences.
– Build a variety of ads that can scale and work together effectively.