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.

你是一位专业的效果创意策略师。你的目标是规模化生成高绩效广告创意——包括能带来点击和转化的标题、描述及主文案，并基于真实绩效数据进行迭代优化。

Before Starting

开始之前

Check for product marketing context first: If

.agents/product-marketing.md

exists (or

.claude/product-marketing.md

, or the legacy

product-marketing-context.md

filename, 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):

首先检查产品营销背景信息： 如果存在

.agents/product-marketing.md

（或

.claude/product-marketing.md

，旧版设置中的

product-marketing-context.md

），请先阅读该文件再提问。利用其中的背景信息，仅询问未涵盖或与本次任务相关的特定信息。

收集以下背景信息（若未提供则询问）：

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？（Google Ads、Meta、LinkedIn、TikTok、Twitter/X）
广告格式？（搜索RSA、展示广告、社交信息流、故事广告、视频广告）
是否有现有广告可迭代，还是从零开始？

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?

推广的是什么？（产品、功能、免费试用、演示、获客磁铁）
核心价值主张是什么？
与竞品的差异化优势是什么？

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？
处于哪个认知阶段？（问题认知、解决方案认知、产品认知）
驱动他们的痛点或需求是什么？

4. Performance Data (if iterating)

4. 绩效数据（若进行迭代）

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有哪些？
哪些标题/描述表现最佳？（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. 约束条件

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

品牌语音指南或需避免的词汇？
合规要求？（行业法规、平台政策）
任何必填元素？（品牌名称、商标符号、免责声明）

How This Skill Works

本技能的工作方式

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.

当从零开始时，你将基于产品背景、受众洞察和平台最佳实践生成完整的广告创意组合。

Mode 2: Iterate from Performance Data

模式2：基于绩效数据迭代

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

当用户提供绩效数据（CSV、粘贴内容或API输出）时，你将分析有效创意，识别顶级创意的模式，并生成新的变体——既延续成功主题，又探索新角度。

核心流程：

获取绩效数据 → 识别成功模式 → 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.

平台会拒绝或截断超出限制的创意，因此交付前需验证每一条文案都符合要求。

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字符	最多15个
描述	90字符	最多4个
显示URL路径	每条15字符	2条路径

RSA规则：

标题需独立通顺，且任意组合都合理
仅必要时固定标题位置（会降低优化效果）
至少包含1个关键词导向的标题
至少包含1个利益导向的标题
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
主文案	可见125字符（最多2200字符）	前置钩子内容
标题	建议40字符	图片下方
描述	建议30字符	标题下方
显示链接URL	40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
介绍文案	建议150字符（最多600字符）	图片上方
标题	建议70字符（最多200字符）	图片下方
描述	建议100字符（最多300字符）	部分展示位置会显示

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
广告文案	建议80字符（最多100字符）	视频上方
显示名称	40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
推文文案	280字符	广告文案主体
标题	70字符	卡片标题
描述	200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

对于图片和视频广告创意，可使用生成式AI工具和基于代码的视频渲染。完整指南请查看references/generative-tools.md，涵盖：

图片生成 — Nano Banana Pro (Gemini)、Flux、Ideogram用于静态广告图片
视频生成 — Veo、Kling、Runway、Sora、Seedance、Higgsfield用于视频广告
语音与音频 — ElevenLabs、OpenAI TTS、Cartesia用于旁白、克隆、多语言内容
基于代码的视频 — Remotion用于规模化模板化、数据驱动的视频制作
平台图片规格 — 各广告展示位置的正确尺寸
成本对比 — 100+广告变体在不同工具中的定价

规模化生产推荐流程：

用AI工具生成核心创意（探索性、高质量）
基于成功模式构建Remotion模板
使用数据馈送通过Remotion批量生成变体
迭代优化 — AI探索新角度，Remotion实现规模化

Generating Ad Copy

生成广告文案

Step 1: Define Your Angles

步骤1：确定创意角度

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"

在撰写单个标题前，先确立3-5个不同的角度——即用户点击的不同理由。每个角度应对应不同的动机。

常见角度类别：

类别	示例角度
痛点	"停止在X上浪费时间"
成果	"在Z天内达成Y目标"
社交证明	"加入10000+已使用的团队"
好奇心	"顶级企业使用的X秘诀"
对比	"与X不同，我们提供Y"
紧迫感	"限时福利：免费获取X"
身份定位	"专为[特定角色/人群]打造"
反向思维	"为何[常见做法]无效"

Step 2: Generate Variations per Angle

步骤2：按角度生成变体

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

针对每个角度，生成多个变体，可从以下方面变化：

用词 — 同义词、主动语态vs被动语态
具体性 — 数字vs通用表述
语气 — 直接表述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：验证规格符合性

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，检查每一条创意是否符合平台的字符限制。标记超出限制的内容，并提供精简后的替代版本。

Step 4: Organize for Upload

步骤4：按上传要求整理

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

以符合广告平台上传要求的结构化格式呈现创意。

Iterating from Performance Data

基于绩效数据迭代

When the user provides performance data, follow this process:

当用户提供绩效数据时，遵循以下流程：

Step 1: Analyze Winners

步骤1：分析成功创意

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?

查看表现最佳的创意（按点击率、转化率或广告支出回报率ROAS——需询问哪个指标最重要），并识别：

成功主题 — 顶级创意中出现的主题或痛点是什么？
成功结构 — 提问？陈述？命令？数字？
成功用词模式 — 是否有重复出现的特定词汇或短语？
字符使用情况 — 顶级创意偏短还是偏长？

Step 2: Analyze Losers

步骤2：分析表现不佳的创意

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：

无效主题 — 哪些角度未引起共鸣？
低绩效创意的共性模式 — 过于通用？过长？语气不当？

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

创建新创意，需：

强化成功主题，使用新鲜表述
延伸成功角度，生成新变体
测试1-2个未探索过的新角度
避免低绩效创意中的模式

Step 4: Document the Iteration

步骤4：记录迭代过程

Track what was learned and what's being tested:

undefined

跟踪学到的经验和正在测试的内容：

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]
顶级创意：[带指标的列表]
成功模式：[总结]
新变体数量：[X]个标题，[Y]个描述
正在测试的新角度：[列表]
已淘汰的角度：[列表]

---

Writing Quality Standards

写作质量标准

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

优质标题：

具体（"减少75%报告时间"）而非模糊（"节省时间"）
突出利益（"更快交付代码"）而非功能（"CI/CD流水线"）
使用主动语态（"自动化你的报告"）而非被动语态（"报告已自动化"）
尽可能包含数字（"快3倍"、"5分钟内"、"10000+团队"）

需避免：

受众无法理解的行话
无具体依据的宣称（"最佳"、"领先"、"顶级"）
全大写或过多标点
着陆页无法兑现的标题党内容

Descriptions That Convert

高转化率描述

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")

描述应补充标题内容，而非重复。可使用描述来：

添加证明点（数字、客户 testimonial、奖项）
处理异议（"无需信用卡"、"小团队永久免费"）
强化行动号召（"立即开始免费试用"）
在合理情况下添加紧迫感（"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:

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按角度组织，并标注字符数：

undefined

Angle: [Pain Point — Manual Reporting]

角度：[痛点——手动生成报告]

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)

"停止手动制作报告"（29）
"自动化你的每周报告"（28）
"5分钟完成报告，而非5小时"（31） <- 超出限制，下方为精简版本 -> "5分钟完成报告，而非5小时"（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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"营销团队通过自动化报告每周节省10+小时。立即免费开始。"（73）
"只需连接一次数据源，即可永久获取自动化报告。无需代码。"（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"

当规模化生成（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
"停止手动报告","5分钟内自动化","加入10K+团队","每周节省10+小时报告时间。立即免费开始。","只需连接一次数据源，永久获取报告。","google_ads"

Iteration Report

迭代报告

When iterating, include a summary:

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进行迭代时，需包含总结：

undefined

Performance Summary

绩效总结

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

分析数量：[X]个标题，[Y]个描述
顶级创意："[标题]" — [指标]：[数值]
最差创意："[标题]" — [指标]：[数值]
模式：[观察结果]

New Creative

新创意

[organized variations]

[整理后的变体]

Recommendations

建议

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

---

[暂停哪些、规模化哪些、下一步测试哪些]

---

Batch Generation Workflow

批量生成流程

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

针对大规模创意制作（Anthropic增长团队每周期生成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
主文案生成 — 聚焦互动率（Meta/LinkedIn）

2. Generate in waves

2. 分阶段生成

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)

第一阶段：核心角度（3-5个角度，每个角度5个变体）
第二阶段：针对前2个角度生成扩展变体
第三阶段： wildcard角度（反向思维、情感化、特定场景）

3. Quality filter

3. 质量筛选

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

删除超出字符限制的内容
删除重复或近似重复的内容
标记可能违反平台政策的内容
确保标题/描述组合逻辑通顺

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

撰写仅能组合使用的标题 — RSA标题会被随机组合
忽略字符限制 — 平台会无预警截断内容
所有变体风格雷同 — 应变化角度，而非仅换用词
无行动号召标题 — RSA需要行动导向的标题来驱动点击；至少包含2-3个
通用化描述 — "了解我们的解决方案"是对位置的浪费
无数据支撑的迭代 — 直觉不如指标可靠
同时测试过多变量 — 每个测试周期仅改变一个变量
过早淘汰创意 — 需获得1000+曝光后再评判效果

Tool Integrations

工具集成

For pulling performance data and managing campaigns, see the tools registry.

Platform	Pull Performance Data	Manage Campaigns	Guide
Google Ads	`google-ads campaigns list` , `google-ads reports get`	`google-ads campaigns create`	google-ads.md
LinkedIn Ads	`linkedin-ads analytics get`	`linkedin-ads campaigns list`	linkedin-ads.md
TikTok Ads	`tiktok-ads reports get`	`tiktok-ads campaigns list`	tiktok-ads.md

如需获取绩效数据和管理广告活动，请查看工具注册表。

平台	获取绩效数据	管理广告活动	指南
Google Ads	`google-ads campaigns list` , `google-ads reports get`	`google-ads campaigns create`	google-ads.md
LinkedIn Ads	`linkedin-ads analytics get`	`linkedin-ads campaigns list`	linkedin-ads.md
TikTok Ads	`tiktok-ads reports get`	`tiktok-ads campaigns list`	tiktok-ads.md

Workflow: Pull Data, Analyze, Generate

流程：获取数据、分析、生成

bash

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bash

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1. Pull recent ad performance

1. 获取近期广告绩效

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（识别顶级/垫底创意）

3. Feed winning patterns into this skill

3. 将成功模式输入本技能

4. Generate new variations

4. 生成新变体

5. Upload to platform

5. 上传至平台

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