Facebook On What Makes Search Creative Work

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.  

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