Dara Denney – Performance Creative Master Course

Hey there, I’m Dara.

I’m a Performance Creative Consultant and media buyer that has worked with some of your favorite brands to make ad creative that converts on Facebook Ads and TikTok Ads. I’ve been leading agency growth and creative teams for the last 8 years, working with brands both big and small. You probably already know me from YouTube

If you want to scale using Facebook Ads, the biggest roadblock you have right now is creative.

Creative strategy for paid social is a unique beast. There’s a ton of information, but no agreed standard for how brands should approach it.

This course is my exact playbook. I leave nothing out. I poured my heart into making a course that would have the potential to turn media buyers, business owners, and creative teams into expert creative strategists.

If you’re ready to make a major shift in how you approach Facebook and TikTok Ads: I’ll see you inside the course.

What You’ll Learn In Performance Creative Master Course

Introduction: Welcome!

• A personal note from Dara
• How to get the most out of this course…

Creative Strategy Research

• Why is creative strategy research SO important?
• How to Conduct a Reputation Analysis
• How to Mine Customer Testimonials
• Golden Nugget Reviews: The Secret Sauce to Creative
• How to Analyze Your Competitors’ Creative THE RIGHT WAY
• How to Quickly Analyze Past Performance
• How to Present Your Creative Strategy Research to Your Team

Creative Formats That Convert

• How to Use This Section + Notion Guide
• The 10 Creative Formats to Test First
• 10 UGC Strategies That Convert
• 15 Creatives for Service Businesses, B2B, and Info Products

Consumer Psychology and Messaging That Converts

• Overview
• The 16 Human Desires
• Advertising Strategies That Scale (How to Take Big Swings with Your Creatives)
• Copywriting That Converts: Primary Text

The Creative Strategist Toolkit

• The Tools I Use Everyday as a Creative Strategist

How to Build an In-House UGC Team

• Overview
• How to Write a UGC Brief that Results in Winning Creative
• How to Source UGC Creators
• How to Build an In-House UGC Team

The Creative Project Workflow

• An Overview of The Creative Process
• How I Use Trello as My Project Management Tool
• The Creative Roadmap: How to Track Your Creative Pipeline
• How to QA Your Creatives

How to Test Your Creatives

• Naming Conventions (Surprisingly important!)
• How to Make a Creative Testing Framework
• How to Test Creatives (TWO DIFFERENT METHODS!!)

How to Analyze Creatives (Advanced)

• Overview: My Creative Analytics Cheatsheet
• The Key Metrics You Need to Track (and my take on attribution softwares)
• The Reports You Need to Be Running Weekly, Monthly, Quarterly
• How to Lead a Creative Retro with Your Team (Slide deck!)

What’s next?

• Iterations to Make When You Find Winners and Losers

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