Purpose #
This article explains how Shopstars manages advertising creatives across platforms, from asset preparation to testing and optimization. It covers the types of creatives used, how they are designed to match audience stages, how variations are tested, and how winning creatives are scaled. Clients should use this as the reference for understanding how creative workflows are handled in advertising campaigns.
Role of Creative in Advertising #
Creative is one of the most influential factors in campaign performance. Even with strong targeting and optimized budgets, poorly designed creatives can reduce engagement and increase cost per acquisition. Conversely, effective creatives tailored to each audience segment increase click-through rates, lower acquisition costs, and strengthen brand positioning.
Creative Types by Platform #
Meta (Facebook and Instagram)
- Image ads: high-resolution visuals optimized for square and vertical placements
- Video ads: short-form videos designed for Reels and Stories with captions and clear CTAs
- Carousel ads: multiple product images with links to individual product pages
- Dynamic ads: auto-generated creatives using product feeds synced from Shopify
Google Ads
- Responsive search ads: multiple headlines and descriptions that Google mixes dynamically
- Display ads: static or animated banners optimized for placements across websites
- Shopping ads: product images and pricing pulled from Shopify feeds
TikTok Ads
- Short-form video creatives (15–30 seconds) with fast pacing and strong hooks in the first three seconds
- UGC-style content designed to appear organic in the feed
- Variations of music, captions, and CTAs to test resonance with different audiences
Pinterest and Other Platforms
- Rich pins and story pins with product-focused visuals
- Vertical formats emphasizing inspiration and lifestyle use cases
Creative Process #
Asset Collection
Shopstars collects brand assets during onboarding, including logos, fonts, and image libraries. Additional content such as lifestyle photos or product videos may be requested.
Design and Editing
Designers prepare ad units in platform-specific formats. Variations are created for each placement (feed, story, reel, search, display). Video content is edited to meet platform duration and file size requirements. Captions and overlays are added for clarity in sound-off environments.
Client Approval
All creatives are uploaded to Basecamp for client review. Each variation is labeled with placement type and intended audience stage (prospecting, retargeting, retention). Clients provide feedback and final approval in Basecamp before creatives are launched.
Creative Testing #
A/B Testing
Multiple creatives are tested within the same ad set to isolate performance differences. Metrics tracked include click-through rate, cost per click, and cost per acquisition.
Multivariate Testing
For platforms that allow it (Meta, Google responsive search), headlines, descriptions, and visuals are mixed dynamically. Shopstars monitors which combinations deliver the best performance.
Rotation Strategy
Creative fatigue is a common issue. To combat this, Shopstars rotates creatives regularly. Prospecting audiences may see new creatives every two to three weeks, while retargeting audiences are refreshed more frequently due to higher frequency exposure.
Scaling Winning Creatives #
Once a creative consistently outperforms others, budget is shifted toward it. Winning creatives are also repurposed across platforms with adjustments for format. For example, a high-performing Instagram Story may be adapted into a TikTok ad.
Tracking and Reporting #
Creative performance is tracked alongside audience and budget data. Weekly reports in Basecamp include a breakdown of which creatives are performing best, which are being retired, and which new variations are being tested.
Client Involvement #
Clients are expected to:
- Provide brand-approved assets and any restrictions (for example, compliance disclaimers)
- Review and approve creatives in Basecamp before launch
- Provide feedback on creative direction for future iterations
Summary #
Creative management at Shopstars is a structured workflow from asset collection to approval, testing, and scaling. Ads are prepared for each platform and audience stage, tested with A/B or multivariate methods, and rotated to prevent fatigue. Winning creatives are scaled strategically, and performance is reported weekly in Basecamp. This process ensures advertising campaigns remain fresh, effective, and aligned with brand goals.
