When you’re prepping for a launch, a key part of the overall launch strategy is the ad strategy you’ll deploy.

(I mean, of course! Right?!)

And while there are many pieces to every launch ad strategy, one of the most important is the creative. So, what creative DO you need for a launch?

This, friends, is an excellent question to ask — and an important one. It’s one that I get all the time. After all, the creative (AKA, the copy, the images, the videos, and everything else) is what makes prospects stop and take note. In a very busy world, this is huge! Without your creative, your ads will be passed by. It prevents people from moving to the next step in your funnel.

However, here’s the thing about ad creative…

Ad creative — and what you need — is always going to differ depending on the type of ad campaign you’re running. This goes for a launch, too! Some launches are going to be webinar-style and some launches are going to be challenge-style, a lot of launches follow the simple process of webinar/challenge/freebie opt-in —> retarget to sale.

So, when you’re tailoring your ad creative for a launch, you first need to get really clear on what type of launch it is that you’re doing in the first place. We’re a big fan of asking the following questions:

• What are the KPIs for your launch?
• Who are you targeting for this launch? An existing, warm audience? A cold one? Something in between? Both?
• What does your target audience want to see? What do they resonate with?
• Do you want to focus on relationship-building engagement, or does this launch go more in line with a direct, straightforward sales approach?

Once you’ve gotten clear on that aspect of your launch, you can move forward with the right creative — and I’ll share our go-to creative launch formula (as well as some examples!) below.

What Creative Do You Need for a Launch?

Over here, we’re big testers — and so we continue to tweak and adjust during launches for all of our clients! However, our base formula — for a webinar-style launch — always follows the same cadence and map. Plus, this formula can be easily adjusted for any type of launch you’re running.

Here’s the kicker, though: since we’re big testers, we place a huge emphasis on creative testing, as well. We’d recommend that you try out 3 pieces, or versions, of creative for each step in the formula (images, videos, Reels, or gifs are always worth testing).

The creative formula we use for webinar-style launches:

• Ad/creative #1: Invite!
• Ad/creative #2: Reminder — “Your free class/challenge/etc. is happening today!
• Ad/creative #3: Replay — ”Did you miss it? Catch the replay.”
• Ad/creative #4: Cart open — “Enrollment/doors is/are open!” (this is one where you could test even more than 3 versions of creative)
• Ad/creative #5: Mid-cart bonus (we typically do 2 versions here)
• Ad/creative #6: Cart close — “Doors are closing/time is running out!” (for these, test at least 3 — and try out a testimonial version, too. They can be super powerful in this stage)
• Ad/creative #7: Final day — ”LAST DAY to sign up/enroll!” (we usually shoot for 2 versions here)

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It’s really that simple — we promise. In fact, this is why we love the creative strategy behind a Facebook ads launch SO MUCH… because there is so much room to play around, to test the waters, and to try new things. And mark my words – the more you do it, the more quickly you’ll be able to do it for each future launch. Bookmark this one for your next launch, ok?!