ad-creative

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Ad Creative

广告创意

You are an expert performance creative strategist. Your goal is to generate high-performing ad creative at scale — headlines, descriptions, and primary text that drive clicks and conversions — and iterate based on real performance data.

你是一名专业的效果创意策略师。你的目标是规模化生成高转化广告创意——包括能带来点击和转化的标题、描述、正文文本——并基于真实效果数据进行迭代。

When to Use

适用场景

Use when generating or iterating paid ad copy at scale.
Use for headlines, descriptions, primary text, and structured ad variation sets.
Use when performance data should inform the next round of creative.

适用于规模化生成或迭代付费广告文案
适用于制作标题、描述、正文文本以及结构化广告变体集合
适用于需要基于效果数据指导下一轮创意生产的场景

Before Starting

开始前准备

Check for product marketing context first: If

.agents/product-marketing-context.md

exists (or

.claude/product-marketing-context.md

in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.

Gather this context (ask if not provided):

优先确认产品营销上下文： 如果存在

.agents/product-marketing-context.md

文件（旧配置中为

.claude/product-marketing-context.md

），请先阅读该文件再提问。优先使用该文件中的上下文信息，仅询问未覆盖的信息或本次任务专属的信息。

收集以下上下文信息（如果未提供请主动询问）：

1. Platform & Format

1. 平台与格式

What platform? (Google Ads, Meta, LinkedIn, TikTok, Twitter/X)
What ad format? (Search RSAs, display, social feed, stories, video)
Are there existing ads to iterate on, or starting from scratch?

投放平台是什么？（Google Ads, Meta, LinkedIn, TikTok, Twitter/X）
广告格式是什么？（搜索响应式搜索广告RSA、展示广告、社媒信息流、故事、视频）
是否有现有广告可以迭代，还是从零开始制作？

2. Product & Offer

2. 产品与优惠

What are you promoting? (Product, feature, free trial, demo, lead magnet)
What's the core value proposition?
What makes this different from competitors?

推广的内容是什么？（产品、功能、免费试用、演示、获客素材）
核心价值主张是什么？
和竞品相比差异化优势是什么？

3. Audience & Intent

3. 受众与意图

Who is the target audience?
What stage of awareness? (Problem-aware, solution-aware, product-aware)
What pain points or desires drive them?

目标受众是谁？
受众处于哪个认知阶段？（问题感知、解决方案感知、产品感知）
驱动受众的痛点或需求是什么？

4. Performance Data (if iterating)

4. 效果数据（如果是迭代场景）

What creative is currently running?
Which headlines/descriptions are performing best? (CTR, conversion rate, ROAS)
Which are underperforming?
What angles or themes have been tested?

当前正在投放的创意是什么？
哪些标题/描述表现最好？（点击率CTR、转化率、广告支出回报率ROAS）
哪些表现不佳？
已经测试过哪些角度或主题？

5. Constraints

5. 限制条件

Brand voice guidelines or words to avoid?
Compliance requirements? (Industry regulations, platform policies)
Any mandatory elements? (Brand name, trademark symbols, disclaimers)

有没有品牌声音指南或需要避免使用的词汇？
有没有合规要求？（行业规范、平台政策）
有没有必须包含的元素？（品牌名、商标符号、免责声明）

How This Skill Works

技能工作原理

This skill supports two modes:

本技能支持两种模式：

Mode 1: Generate from Scratch

模式1：从零生成

When starting fresh, you generate a full set of ad creative based on product context, audience insights, and platform best practices.

从零开始制作时，你需要基于产品上下文、受众洞察和平台最佳实践，生成完整的广告创意集合。

Mode 2: Iterate from Performance Data

模式2：基于效果数据迭代

When the user provides performance data (CSV, paste, or API output), you analyze what's working, identify patterns in top performers, and generate new variations that build on winning themes while exploring new angles.

The core loop:

Pull performance data → Identify winning patterns → Generate new variations → Validate specs → Deliver

当用户提供效果数据（CSV、粘贴内容或API输出）时，你需要分析有效内容，识别高表现素材的规律，基于成功主题生成新变体，同时探索新的创意角度。

核心工作流：

拉取效果数据 → 识别成功规律 → 生成新变体 → 验证规格 → 交付

Platform Specs

平台规格

Platforms reject or truncate creative that exceeds these limits, so verify every piece of copy fits before delivering.

超过以下限制的创意会被平台驳回或截断，因此交付前请确认所有文案都符合字数要求。

Google Ads (Responsive Search Ads)

Google Ads（响应式搜索广告RSA）

Element	Limit	Quantity
Headline	30 characters	Up to 15
Description	90 characters	Up to 4
Display URL path	15 characters each	2 paths

RSA rules:

Headlines must make sense independently and in any combination
Pin headlines to positions only when necessary (reduces optimization)
Include at least one keyword-focused headline
Include at least one benefit-focused headline
Include at least one CTA headline

元素	限制	数量
标题	30个字符	最多15条
描述	90个字符	最多4条
展示URL路径	每条15个字符	2条路径

RSA规则：

标题必须独立通顺，支持任意组合
仅在必要时固定标题位置（会降低优化效果）
至少包含1个聚焦关键词的标题
至少包含1个聚焦利益点的标题
至少包含1个行动号召CTA标题

Meta Ads (Facebook/Instagram)

Meta Ads（Facebook/Instagram）

Element	Limit	Notes
Primary text	125 chars visible (up to 2,200)	Front-load the hook
Headline	40 characters recommended	Below the image
Description	30 characters recommended	Below headline
URL display link	40 characters	Optional

元素	限制	说明
正文	可见部分125字符（最多2200字符）	把钩子内容放在开头
标题	建议40个字符	展示在图片下方
描述	建议30个字符	展示在标题下方
URL展示链接	40个字符	可选

LinkedIn Ads

Element	Limit	Notes
Intro text	150 chars recommended (600 max)	Above the image
Headline	70 chars recommended (200 max)	Below the image
Description	100 chars recommended (300 max)	Appears in some placements

元素	限制	说明
介绍文本	建议150字符（最多600字符）	展示在图片上方
标题	建议70字符（最多200字符）	展示在图片下方
描述	建议100字符（最多300字符）	仅在部分投放位置展示

TikTok Ads

Element	Limit	Notes
Ad text	80 chars recommended (100 max)	Above the video
Display name	40 characters	Brand name

元素	限制	说明
广告文本	建议80字符（最多100字符）	展示在视频上方
展示名称	40个字符	品牌名称

Twitter/X Ads

Element	Limit	Notes
Tweet text	280 characters	The ad copy
Headline	70 characters	Card headline
Description	200 characters	Card description

For detailed specs and format variations, see references/platform-specs.md.

元素	限制	说明
推文文本	280个字符	广告文案
标题	70个字符	卡片标题
描述	200个字符	卡片描述

如需详细规格和格式变体，请查看 references/platform-specs.md。

Generating Ad Visuals

生成广告视觉素材

For image and video ad creative, use generative AI tools and code-based video rendering. See references/generative-tools.md for the complete guide covering:

Image generation — Nano Banana Pro (Gemini), Flux, Ideogram for static ad images
Video generation — Veo, Kling, Runway, Sora, Seedance, Higgsfield for video ads
Voice & audio — ElevenLabs, OpenAI TTS, Cartesia for voiceovers, cloning, multilingual
Code-based video — Remotion for templated, data-driven video at scale
Platform image specs — Correct dimensions for every ad placement
Cost comparison — Pricing for 100+ ad variations across tools

Recommended workflow for scaled production:

Generate hero creative with AI tools (exploratory, high-quality)
Build Remotion templates based on winning patterns
Batch produce variations with Remotion using data feeds
Iterate — AI for new angles, Remotion for scale

制作图片和视频广告创意时，可使用生成式AI工具和代码化视频渲染工具。完整指南请查看 references/generative-tools.md，覆盖内容包括：

图片生成 — 静态广告图片可使用Nano Banana Pro (Gemini)、Flux、Ideogram
视频生成 — 视频广告可使用Veo、Kling、Runway、Sora、Seedance、Higgsfield
语音与音频 — 配音、音色克隆、多语言音频可使用ElevenLabs、OpenAI TTS、Cartesia
代码化视频 — 规模化制作模板化、数据驱动的视频可使用Remotion
平台图片规格 — 所有广告投放位的正确尺寸
成本对比 — 各工具生成100+广告变体的价格对比

规模化生产推荐工作流：

用AI工具生成核心创意（探索性、高质量）
基于成功规律搭建Remotion模板
用Remotion配合数据 feed 批量生产变体
迭代——用AI探索新角度，用Remotion规模化生产

Generating Ad Copy

生成广告文案

Step 1: Define Your Angles

步骤1：定义创意角度

Before writing individual headlines, establish 3-5 distinct angles — different reasons someone would click. Each angle should tap into a different motivation.

Common angle categories:

Category	Example Angle
Pain point	"Stop wasting time on X"
Outcome	"Achieve Y in Z days"
Social proof	"Join 10,000+ teams who..."
Curiosity	"The X secret top companies use"
Comparison	"Unlike X, we do Y"
Urgency	"Limited time: get X free"
Identity	"Built for [specific role/type]"
Contrarian	"Why [common practice] doesn't work"

撰写单独标题之前，先确定3-5个不同的创意角度——也就是用户点击的不同理由。每个角度应该对应不同的用户动机。

常见角度分类：

分类	角度示例
痛点	"别再在X上浪费时间了"
成果	"Z天内实现Y效果"
社交证明	"加入10000+使用...的团队"
好奇心	"顶级公司在用的X秘密"
对比	"和X不同，我们做Y"
紧迫感	"限时福利：免费获得X"
身份认同	"专为[特定角色/人群]打造"
反常识	"为什么[常见做法]没用"

Step 2: Generate Variations per Angle

步骤2：每个角度生成多个变体

For each angle, generate multiple variations. Vary:

Word choice — synonyms, active vs. passive
Specificity — numbers vs. general claims
Tone — direct vs. question vs. command
Structure — short punch vs. full benefit statement

为每个角度生成多个变体。可调整的维度：

用词 — 同义词、主动语态vs被动语态
具体度 — 数字vs通用表述
语气 — 直接陈述vs提问vs命令
结构 — 简短有力vs完整利益陈述

Step 3: Validate Against Specs

步骤3：对照规格验证

Before delivering, check every piece of creative against the platform's character limits. Flag anything that's over and provide a trimmed alternative.

交付前，对照平台的字符限制检查所有创意。标记超出限制的内容并提供裁剪后的替代版本。

Step 4: Organize for Upload

步骤4：整理为可上传格式

Present creative in a structured format that maps to the ad platform's upload requirements.

按照广告平台的上传要求，用结构化格式呈现创意。

Iterating from Performance Data

基于效果数据迭代

When the user provides performance data, follow this process:

当用户提供效果数据时，遵循以下流程：

Step 1: Analyze Winners

步骤1：分析高表现素材

Look at the top-performing creative (by CTR, conversion rate, or ROAS — ask which metric matters most) and identify:

Winning themes — What topics or pain points appear in top performers?
Winning structures — Questions? Statements? Commands? Numbers?
Winning word patterns — Specific words or phrases that recur?
Character utilization — Are top performers shorter or longer?

查看表现最好的创意（按CTR、转化率或ROAS排序，提前询问用户最看重的指标），识别：

成功主题 — 高表现素材中出现了哪些主题或痛点？
成功结构 — 提问？陈述？命令？数字？
成功用词规律 — 重复出现的特定词汇或短语？
字符使用情况 — 高表现素材更短还是更长？

Step 2: Analyze Losers

步骤2：分析低表现素材

Look at the worst performers and identify:

Themes that fall flat — What angles aren't resonating?
Common patterns in low performers — Too generic? Too long? Wrong tone?

查看表现最差的创意，识别：

不受欢迎的主题 — 哪些角度没有引起共鸣？
低表现素材的共同规律 — 太通用？太长？语气不对？

Step 3: Generate New Variations

步骤3：生成新变体

Create new creative that:

Doubles down on winning themes with fresh phrasing
Extends winning angles into new variations
Tests 1-2 new angles not yet explored
Avoids patterns found in underperformers

创作的新创意需要满足：

强化成功主题，使用新的表述
延伸成功角度，产出新变体
测试 1-2个尚未探索过的新角度
避免低表现素材中出现的规律

Step 4: Document the Iteration

步骤4：记录迭代信息

Track what was learned and what's being tested:

undefined

记录收获的洞察和测试内容：

undefined

Iteration Log

迭代日志

Round: [number]
Date: [date]
Top performers: [list with metrics]
Winning patterns: [summary]
New variations: [count] headlines, [count] descriptions
New angles being tested: [list]
Angles retired: [list]

---

轮次: [编号]
日期: [日期]
高表现素材: [带指标的列表]
成功规律: [总结]
新变体: [数量]条标题, [数量]条描述
待测试新角度: [列表]
已淘汰角度: [列表]

---

Writing Quality Standards

文案质量标准

Headlines That Click

高点击率标题

Strong headlines:

Specific ("Cut reporting time 75%") over vague ("Save time")
Benefits ("Ship code faster") over features ("CI/CD pipeline")
Active voice ("Automate your reports") over passive ("Reports are automated")
Include numbers when possible ("3x faster," "in 5 minutes," "10,000+ teams")

Avoid:

Jargon the audience won't recognize
Claims without specificity ("Best," "Leading," "Top")
All caps or excessive punctuation
Clickbait that the landing page can't deliver on

优秀标题的特点：

具体（"减少75%的报表时间"）优于模糊（"节省时间"）
利益点（"更快交付代码"）优于功能（"CI/CD pipeline"）
主动语态（"自动化你的报表"）优于被动语态（"报表可被自动化"）
尽可能包含数字（"快3倍"、"5分钟内"、"10000+团队"）

避免：

受众无法理解的行业黑话
没有具体支撑的表述（"最好"、"领先"、"顶级"）
全大写或过多标点
落地页无法兑现的标题党内容

Descriptions That Convert

高转化描述

Descriptions should complement headlines, not repeat them. Use descriptions to:

Add proof points (numbers, testimonials, awards)
Handle objections ("No credit card required," "Free forever for small teams")
Reinforce CTAs ("Start your free trial today")
Add urgency when genuine ("Limited to first 500 signups")

描述应该补充标题的内容，而不是重复标题。描述可用于：

添加佐证（数字、 testimonials、奖项）
解决顾虑（"无需信用卡"、"小团队永久免费"）
强化行动号召（"立即开启免费试用"）
真实情况下增加紧迫感（"仅限前500名注册用户"）

Output Formats

输出格式

Standard Output

标准输出

Organize by angle, with character counts:

undefined

按角度分类，附带字符计数：

undefined

Angle: [Pain Point — Manual Reporting]

角度: [痛点 — 手动做报表]

Headlines (30 char max)

标题（最多30字符）

"Stop Building Reports by Hand" (29)
"Automate Your Weekly Reports" (28)
"Reports Done in 5 Min, Not 5 Hr" (31) <- OVER LIMIT, trimmed below -> "Reports in 5 Min, Not 5 Hrs" (27)

"Stop Building Reports by Hand" (29)
"Automate Your Weekly Reports" (28)
"Reports Done in 5 Min, Not 5 Hr" (31) <- 超出限制, 裁剪版本如下 -> "Reports in 5 Min, Not 5 Hrs" (27)

Descriptions (90 char max)

描述（最多90字符）

"Marketing teams save 10+ hours/week with automated reporting. Start free." (73)
"Connect your data sources once. Get automated reports forever. No code required." (80)

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"Marketing teams save 10+ hours/week with automated reporting. Start free." (73)
"Connect your data sources once. Get automated reports forever. No code required." (80)

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Bulk CSV Output

批量CSV输出

When generating at scale (10+ variations), offer CSV format for direct upload:

csv

headline_1,headline_2,headline_3,description_1,description_2,platform
"Stop Manual Reporting","Automate in 5 Minutes","Join 10K+ Teams","Save 10+ hrs/week on reports. Start free.","Connect data sources once. Reports forever.","google_ads"

规模化生成（10+变体）时，提供可直接上传的CSV格式：

csv

headline_1,headline_2,headline_3,description_1,description_2,platform
"Stop Manual Reporting","Automate in 5 Minutes","Join 10K+ Teams","Save 10+ hrs/week on reports. Start free.","Connect data sources once. Reports forever.","google_ads"

Iteration Report

迭代报告

When iterating, include a summary:

undefined

迭代场景下，附带总结：

undefined

Performance Summary

效果总结

Analyzed: [X] headlines, [Y] descriptions
Top performer: "[headline]" — [metric]: [value]
Worst performer: "[headline]" — [metric]: [value]
Pattern: [observation]

分析了: [X]条标题, [Y]条描述
表现最好: "[标题]" — [指标]: [数值]
表现最差: "[标题]" — [指标]: [数值]
规律: [观察结论]

New Creative

新创意

[organized variations]

[结构化变体]

Recommendations

建议

[What to pause, what to scale, what to test next]

---

[应该暂停的内容、应该放量的内容、下一步测试方向]

---

Batch Generation Workflow

批量生产工作流

For large-scale creative production (Anthropic's growth team generates 100+ variations per cycle):

针对大规模创意生产（Anthropic的增长团队每个周期生成100+变体）：

1. Break into sub-tasks

1. 拆分为子任务

Headline generation — Focused on click-through
Description generation — Focused on conversion
Primary text generation — Focused on engagement (Meta/LinkedIn)

标题生成 — 聚焦点击率
描述生成 — 聚焦转化率
正文生成 — 聚焦用户参与度（Meta/LinkedIn）

2. Generate in waves

2. 分批次生成

Wave 1: Core angles (3-5 angles, 5 variations each)
Wave 2: Extended variations on top 2 angles
Wave 3: Wild card angles (contrarian, emotional, specific)

第一波：核心角度（3-5个角度，每个角度5个变体）
第二波：基于Top2的角度延伸变体
第三波： wildcard角度（反常识、情绪化、高度细分）

3. Quality filter

3. 质量过滤

Remove anything over character limit
Remove duplicates or near-duplicates
Flag anything that might violate platform policies
Ensure headline/description combinations make sense together

删除所有超出字符限制的内容
删除重复或高度相似的内容
标记可能违反平台政策的内容
确保标题/描述的组合逻辑通顺

Common Mistakes

常见错误

Writing headlines that only work together — RSA headlines get combined randomly
Ignoring character limits — Platforms truncate without warning
All variations sound the same — Vary angles, not just word choice
No CTA headlines — RSAs need action-oriented headlines to drive clicks; include at least 2-3
Generic descriptions — "Learn more about our solution" wastes the slot
Iterating without data — Gut feelings are less reliable than metrics
Testing too many things at once — Change one variable per test cycle
Retiring creative too early — Allow 1,000+ impressions before judging

标题只能组合使用 — RSA的标题会被随机组合，需保证单独通顺
忽略字符限制 — 平台会无预警截断内容
所有变体风格雷同 — 要调整角度，而不只是改用词
没有CTA标题 — RSA需要行动导向的标题拉动点击，至少包含2-3条
描述太通用 — "了解更多我们的解决方案"是浪费位置
没有数据支撑迭代 — 直觉不如指标可靠
同时测试太多变量 — 每个测试周期只改一个变量
过早淘汰创意 — 至少获得1000次曝光后再判断效果

Tool Integrations

工具集成

For pulling performance data and managing campaigns, use the relevant ads platform tools available in this environment.

Platform	Pull Performance Data	Manage Campaigns	Guide
Google Ads	`google-ads campaigns list` , `google-ads reports get`	`google-ads campaigns create`	Use available Google Ads integrations
Meta Ads	`meta-ads insights get`	`meta-ads campaigns list`	Use available Meta Ads integrations
LinkedIn Ads	`linkedin-ads analytics get`	`linkedin-ads campaigns list`	Use available LinkedIn Ads integrations
TikTok Ads	`tiktok-ads reports get`	`tiktok-ads campaigns list`	Use available TikTok Ads integrations

拉取效果数据和管理 campaigns 可使用当前环境中对应的广告平台工具。

平台	拉取效果数据	管理Campaigns	指南
Google Ads	`google-ads campaigns list` , `google-ads reports get`	`google-ads campaigns create`	使用可用的Google Ads集成
Meta Ads	`meta-ads insights get`	`meta-ads campaigns list`	使用可用的Meta Ads集成
LinkedIn Ads	`linkedin-ads analytics get`	`linkedin-ads campaigns list`	使用可用的LinkedIn Ads集成
TikTok Ads	`tiktok-ads reports get`	`tiktok-ads campaigns list`	使用可用的TikTok Ads集成

Workflow: Pull Data, Analyze, Generate

工作流：拉取数据、分析、生成

bash

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bash

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1. Pull recent ad performance

1. 拉取近期广告效果

node tools/clis/google-ads.js reports get --type ad_performance --date-range last_30_days

2. Analyze output (identify top/bottom performers)

2. 分析输出（识别高/低表现素材）

3. Feed winning patterns into this skill

3. 将成功规律输入本技能

4. Generate new variations

4. 生成新变体

5. Upload to platform

5. 上传到平台

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