• by Gavin O'Malley , Staff Writer @mp_gavin, December 9, 2013

What makes search-based ad creative successful? Facebook’s Rob Creekmore says it’s simply a matter of including four elements: a strong focal point; a strong brand connection; an appropriate tone; and a nice reward for the viewer, be it a giggle or a bit of useful information. Surprisingly, Creekmore -- attribution lead at Facebook -- says much (if not most) of the search creative his team sees still fails to hit all four elements.