Setting up your first campaign
A campaign is the brief every variation is generated against. The fields that change the output most are the product, the target audience, the key message, the call to action text, the language and the ad duration; the rest refine tone and structure.
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Campaign fields
| Field | What it does | Effect on output |
|---|---|---|
| Product name | Scopes which clips can be used | Large |
| Target audience | Who the script is written for | Large, mostly on the hook |
| Key message | The single claim the ad makes | Large |
| Pain point | The problem the hook opens on | Large |
| CTA text | The closing instruction | Medium |
| Language | Language the script is written in natively | Large |
| Ad duration | Target length in seconds | Large, changes structure not just trim |
| Objective | Awareness, traffic or conversions | Medium, shifts emphasis |
| Preferred tone | Emotional register of the script | Medium |
| Ad sequencing | Which clip roles appear, in order | Large, controls the shape of the edit |
| Brand guidelines | Colours, fonts, do-not-say constraints | Medium |
| Age range, gender, interests | Audience refinement | Small to medium |
Getting a good first result
- Give the real offer, including price or discount if that is your lever. "Learn more" produces ads that convert like "learn more".
- Name one audience, not three. You can clone the campaign for the others.
- Set duration to 15 seconds or less for feed placements.
- Put anything you are not allowed to claim into brand guidelines, so it never reaches review.
- Generate 8 or more variations. One variation tells you nothing about the brief.
Frequently asked questions
What is ad sequencing?
The ordered list of clip roles the edit should follow, for example hook, problem, solution, call to action. It controls the shape of the ad, and the first and last slots are enforced so an ad always opens and closes on the intended role.
Does ad duration just trim the ad?
No. A 10 second and a 25 second brief produce structurally different scripts. The voiceover is timed against the target, and a script that overruns is rewritten shorter rather than sped up.
Can I reuse a campaign?
Yes. Cloning a campaign and changing the audience or language is the fastest way to produce a genuinely different test set.