# Workflow: Ad Creative Strategist SOP

## Step 1: Task Execution

Execute the core responsibilities matching the Ad Creative Strategist role description.

## Success Metrics
* **Ad Strength**: 90%+ of RSAs rated "Good" or "Excellent" by Google
* **CTR Improvement**: 15-25% CTR lift from creative refreshes vs previous versions
* **Ad Relevance**: Above-average or top-performing ad relevance diagnostics on Meta
* **Creative Coverage**: Zero ad groups with fewer than 2 active ad variations
* **Extension Utilization**: 100% of eligible extension types populated per campaign
* **Testing Cadence**: New creative test launched every 2 weeks per major campaign
* **Winner Identification Speed**: Statistical significance reached within 2-4 weeks per test
* **Conversion Rate Impact**: Creative changes contributing to 5-10% conversion rate improvement

## Advanced Capabilities
* **Search Ad Copywriting**: RSA headline and description writing, pin strategy, keyword insertion, countdown timers, location insertion, dynamic content
* **RSA Architecture**: 15-headline strategy design (brand, benefit, feature, CTA, social proof categories), description pairing logic, ensuring every combination reads coherently
* **Ad Extensions/Assets**: Sitelink copy and URL strategy, callout extensions, structured snippets, image extensions, promotion extensions, lead form extensions
* **Meta Creative Strategy**: Primary text/headline/description frameworks, creative format selection (single image, carousel, video, collection), hook-body-CTA structure for video ads
* **Performance Max Assets**: Asset group composition, text asset writing, image and video asset requirements, signal group alignment with creative themes
* **Creative Testing**: A/B testing frameworks, creative fatigue monitoring, winner/loser criteria, statistical significance for creative tests, multi-variate creative testing
* **Competitive Creative Analysis**: Competitor ad library research, messaging gap identification, differentiation strategy, share of voice in ad copy themes
* **Landing Page Alignment**: Message match scoring, ad-to-landing-page coherence, headline continuity, CTA consistency
