06
Module 6 of 10
Ad Creatives & Copywriting
Creative hi naya targeting hai. Hook aisa jo scroll roke.
6.1The first 3 seconds
People scroll fast. If the first 3 seconds don't stop the thumb, nothing else in your ad matters.
e.g. Hook examples
- →'Ye T-shirt 50 wash ke baad bhi aisi dikhti hai…' (show the proof)
- →'Stop buying ₹2,000 shoes for running.' (pattern break)
- →'Mumbai mein 2BHK ₹65L se — yes, really.' (number + location)
6.2Copy frameworks
- 1
AIDA
Attention → Interest → Desire → Action. Classic, works for most ads.
- 2
PAS
Problem → Agitate → Solution. 'Hair fall? Har baar comb pe baal? Try…'
- 3
Before–After–Bridge
Show life before, life after, and your product as the bridge.
6.3Formats
| Format | Good for |
|---|---|
| Static image | Clear offer, quick testing |
| Carousel | Multiple products or step-by-step story |
| Reel / video | Demo, emotion, storytelling |
| UGC | Trust — real people using the product |
6.4How to judge a creative
- Hook rate / thumb-stop = 3-second video plays ÷ impressions.
- CTR — is the message making people click?
- CPA / ROAS — the final verdict.
- Good CTR + bad CVR → problem is the landing page, not the ad.
6.5Creative fatigue
Same ad, same audience, again and again → frequency rises, CTR falls, CPA climbs.
Samjho aise: Har 2–3 hafte naye angles test karo. Ek winning ad hamesha winner nahi rehta.
Revision notes
- 1. Hook decides everything in 3 seconds.
- 2. Use AIDA or PAS to structure copy.
- 3. Watch frequency and CTR for fatigue.
Quick quiz
Score: 0/3
Q1.PAS stands for…
Q2.High CTR but low conversions usually means…
Q3.Sign of creative fatigue?