In this episode, we break down what it actually means to define a high-performing ad creative strategy, and why doing so is essential to unlocking sustainable growth on Meta. We walk through Cody’s 10-point creative framework for shaping the ad strategy at Jones Road Beauty, diving into why creative should be treated as targeting, how to escape Meta’s “local maxima,” and how to feed the algorithm more diverse, strategically aligned inputs. Cody shares his take on creative strategy as prompt engineering for right-brain marketers, reframing how brands should think about influencing Meta’s outcomes.
We also explore the maturity curve of attribution and measurement – why early-stage brands often rely on last-click metrics, and how that approach needs to evolve over time. Finally, we touch on the complexity of deciding which dimensions – audience, ad format, channel, offer, or optimization strategy – are worth prioritizing as you scale.
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00:00 Introduction
02:52 Navigating Economic Pressures and AI in Marketing
05:46 Creative Strategy and Team Structure
09:03 Defining Creative Strategy and Volume
11:46 Creative Diversity and Audience Targeting
15:05 Local Maxima and Creative Inputs
17:47 Post-Purchase Monetization Strategies
21:03 The Role of Media Strategy in Creative Success
27:10 Aligning Creative and Media Strategies
29:56 Influencer Partnerships and Targeting
32:46 New Attribution Models and Performance Measurement
39:26 The Evolution of Attribution Models
42:10 Defining Creative Diversity
44:30 Incrementality vs Attribution in Marketing
47:51 Measuring Marketing Success
53:51 Cohesive Funnels in Marketing
01:07:21 Creative Exploration vs Exploitation
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