Concepts & angles

Pick the right ad shape for the job, and know when each concept earns its place in a batch.

Concept versus angle

A concept is the proven shape of the ad, the way it makes its case. An angle is the specific claim you pour into that shape, the exact benefit, comparison, or offer. The same product can run through all three concepts, and each concept can carry several angles. Choosing the concept sets the structure, and the angle gives it something concrete to say.

The three concepts

Feature Callout. Lead with a concrete product benefit. Best when the product has a differentiating feature the audience doesn't know yet.
Us vs Them. Position against the alternative. Best in crowded categories where buyers compare before choosing.
Offer Highlight. Put the deal front and center. Best for sales windows and retargeting audiences that already know the product.

Match the concept to awareness

Brand Insights suggests awareness levels for your audience, from unaware through problem aware, solution aware, and product aware. As a rule of thumb, problem-aware audiences respond to Feature Callout, solution-aware buyers to Us vs Them, and product-aware shoppers to Offer Highlight. Awareness is a starting point, not a rule, so read it against what you know about your own buyers.

Start from suggested angles

The angles in Brand Insights are derived from your actual catalog and positioning. Use them as the optional angle text in Quick Generate rather than inventing from scratch, then edit once you see what resonates. A strong angle names a real benefit, a real comparison, or a real offer, so it gives the concept something specific to build on.

Batch compositionA good default batch is two or three concepts, a few variations each, and one format. You learn which way of selling works before spending credits on volume.

One concept per testKeep each concept a clean test of one idea. If you want to compare Us vs Them against Offer Highlight, run both in the same batch rather than blending them into a single variant, so the result tells you which approach earned the click.

Concepts FAQ

Which concept should I start with?

Let awareness guide you. Problem-aware audiences respond to Feature Callout, solution-aware buyers to Us vs Them, and product-aware shoppers to Offer Highlight.

Can I run more than one concept at once?

Where do the angle suggestions come from?

Concept versus angle

The three concepts

Feature Callout. Lead with a concrete product benefit. Best when the product has a differentiating feature the audience doesn't know yet.

Us vs Them. Position against the alternative. Best in crowded categories where buyers compare before choosing.

Offer Highlight. Put the deal front and center. Best for sales windows and retargeting audiences that already know the product.

Match the concept to awareness

Start from suggested angles

Batch compositionA good default batch is two or three concepts, a few variations each, and one format. You learn which way of selling works before spending credits on volume.