You've probably heard that creative is the most important element in meta ads now. And that's true (as long as you have the right set up and understand how to read the data) but what do we mean when we say creative, and how do you create good creative? That's exactly what we dive into in this episode.

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In this episode, Megan breaks down what "creative" actually means in the context of Meta ads, and why your messaging strategy is the real foundation everything else is built on.

What you'll learn in this episode:

• What the three creative elements of a Meta ad actually are (image/video, headline, and primary text) and what their job is
• Why most businesses get their messaging wrong — and how to fix it
• A simple four-question framework to develop messaging that meets your customer where they're at
• What ethnographic research is and why it's one of the most underused tools in marketing
• The concept of "desire paths" and how the best brands use them to stop forcing customers onto the wrong path

Real-world examples covered: Kikkoman Teriyaki Sauce, Febreze, and Listerine — three iconic case studies showing how repositioning a product around what customers actually want (not what you think they should want) can completely transform a business.

Key takeaway: 95% of great creative is done before you ever open Ads Manager. Get the messaging right first, and the creative almost writes itself.