# E-Commerce Creative Playbook

> Updated: 2026-04-01
> Source: Used by ads-plan skill for e-commerce campaign planning

## Overview

This playbook covers 5 core campaign types for e-commerce businesses, each with
recommended creative assets, platform priorities, banana domain modes, and budget
guidance. Use alongside `copy-frameworks.md` for ad copy structure.

## Product Launch

**Creative assets needed:**
- Hero product shot (white background, studio lighting)
- Lifestyle image (product in real-world context)
- Carousel showcasing 3 to 5 key features
- Unboxing UGC video (15 to 30 seconds)
- Comparison graphic (new product vs. previous version)

**Platforms (by priority):** Meta > Google Shopping > TikTok > YouTube
**Banana domain mode:** Product
**Aspect ratios:** 1:1 (Meta feed), 9:16 (Stories, Reels, TikTok), 16:9 (YouTube)
**Copy framework:** AIDA (cold audience, new product awareness)
**Budget allocation:** 30 to 40% of total campaign budget
**Key metrics:** Impressions, CTR, add-to-cart rate, cost per acquisition

## Sale / Promotion

**Creative assets needed:**
- Bold sale banner with discount percentage
- Before/after price comparison graphic
- Countdown timer overlay for urgency
- Bundle deal carousel (3 to 4 product combos)
- Customer testimonial video with savings highlight

**Platforms (by priority):** Meta > Google RSA > Microsoft Shopping > TikTok
**Banana domain mode:** Editorial
**Aspect ratios:** 1:1 (Meta feed), 9:16 (Stories, TikTok), 1.91:1 (Google Display)
**Copy framework:** PAS (agitate fear of missing the deal, solve with discount)
**Budget allocation:** 20 to 30% of total campaign budget
**Key metrics:** ROAS, conversion rate, average order value, revenue per click

## Seasonal

**Creative assets needed:**
- Themed hero image (holiday, back-to-school, summer, etc.)
- Gift guide carousel (5 to 8 products per guide)
- Lifestyle video showing seasonal product use (15 seconds)
- Limited edition product spotlight
- Social proof overlay (ratings, reviews, bestseller badges)

**Platforms (by priority):** Meta > Google Shopping > YouTube > LinkedIn (B2B gifting)
**Banana domain mode:** Cinema
**Aspect ratios:** 1:1 (Meta feed), 9:16 (Stories, Reels), 16:9 (YouTube), 1.91:1 (Display)
**Copy framework:** BAB (before: seasonal struggle; after: solved with product)
**Budget allocation:** 15 to 25% of total campaign budget
**Key metrics:** Revenue, ROAS, new customer acquisition rate, repeat purchase rate

## Retargeting

**Creative assets needed:**
- Dynamic product ad (auto-populated from catalog)
- Cart abandonment reminder with product image
- Customer review spotlight (star rating overlay)
- Limited stock or low inventory urgency graphic
- Cross-sell carousel (complementary products)

**Platforms (by priority):** Meta > Google Display > Microsoft Audience > TikTok
**Banana domain mode:** Product
**Aspect ratios:** 1:1 (Meta feed), 1.91:1 (Google Display), 9:16 (Stories)
**Copy framework:** PAS (problem: they left without buying; solution: come back with incentive)
**Budget allocation:** 10 to 15% of total campaign budget
**Key metrics:** Return on ad spend, cost per conversion, cart recovery rate, frequency

## Brand Awareness

**Creative assets needed:**
- Brand story video (30 to 60 seconds, cinematic quality)
- Founder or team behind-the-scenes footage
- Value proposition infographic
- UGC compilation reel (customer stories)
- Aspirational lifestyle imagery (product in dream setting)

**Platforms (by priority):** YouTube > Meta > TikTok > LinkedIn
**Banana domain mode:** Cinema
**Aspect ratios:** 16:9 (YouTube), 1:1 (Meta feed), 9:16 (Reels, TikTok)
**Copy framework:** Star-Story-Solution (brand as the hero narrative)
**Budget allocation:** 10 to 15% of total campaign budget
**Key metrics:** Video view rate, reach, brand lift, engagement rate, CPM

## Platform-Specific Creative Rules

**Meta:**
- Text overlay must cover less than 20% of image area for best delivery
- Primary text truncates after 125 characters on mobile; front-load the hook
- Reels outperform static images for awareness campaigns (2 to 3x reach)

**Google:**
- Shopping images require white or neutral background, no overlays or watermarks
- RSA headlines: 30 chars max; descriptions: 90 chars max; pin sparingly
- Performance Max asset groups need at least 5 images, 1 video, 5 headlines

**TikTok:**
- First 3 seconds determine watch-through rate; start with a hook, not a logo
- Vertical 9:16 only; repurposed landscape content underperforms by 40 to 60%
- Native, lo-fi aesthetics outperform polished studio ads

**LinkedIn:**
- Single image ads: 1.91:1 ratio for sponsored content
- Carousel cards: 1:1 ratio, up to 10 cards
- Professional tone; avoid aggressive sales language or emoji-heavy copy

## A/B Testing Matrix

| Campaign Type    | Test Variable 1       | Test Variable 2      | Test Variable 3         |
|------------------|-----------------------|----------------------|-------------------------|
| Product Launch   | Hero shot vs. UGC     | AIDA vs. BAB copy    | Static image vs. video  |
| Sale / Promotion | Percentage vs. dollar discount | Countdown vs. no countdown | Single product vs. bundle |
| Seasonal         | Themed vs. neutral imagery | Gift guide vs. single product | Video length (15s vs. 30s) |
| Retargeting      | Dynamic vs. static creative | With incentive vs. without | Review overlay vs. plain |
| Brand Awareness  | Founder story vs. customer UGC | 30s vs. 60s video | Cinematic vs. raw style |

Run each test for a minimum of 7 days or 1,000 impressions per variant (whichever
comes first) before drawing conclusions. Allocate 10 to 15% of campaign budget to
testing, then scale the winning variant with the remaining budget.
