A short guide to opening a video or message with an attention-focused hook.

What this guide covers

• Explore different hook structures.
• Connect an opening pattern to the main message.
• Develop and test variations for short-form content.

Who this is for

For creators and marketers producing short-form content.

Putting the ideas to use

Draft several opening hooks for an existing message or video.

Book details

Format: Guide. Pages: 16. Words: 953.

Download availability: After payment, download the complete ZIP package or the included PDF separately.

An introduction to testing variations of advertising copy.

What this guide covers

• Choose the copy elements and comparison to test.
• Plan test timing and measurement.
• Interpret results and decide on a follow-up.

Who this is for

For marketers looking to structure ad copy experiments.

Putting the ideas to use

Use the playbook to plan a focused comparison between two messages.

Book details

Format: Guide. Pages: 13. Words: 825.

Download availability: After payment, download the complete ZIP package or the included PDF separately.

A guide to expressing an offer's value in advertising messages.

What this guide covers

• Identify the value proposition for an audience.
• Develop ad messages around that value.
• Adapt messaging for different advertising channels.

Who this is for

For marketers writing ads for products or services.

Putting the ideas to use

Draft and compare value-focused messages for one offer.

Book details

Format: Guide. Pages: 12. Words: 796.

Download availability: After payment, download the complete ZIP package or the included PDF separately.

Compare advertising platforms against your audience, goals and operating capacity.

What this guide covers

• Assess audience and business-objective fit.
• Score potential platforms and budget needs.
• Plan measurement and ongoing management.

Who this is for

For businesses choosing paid advertising channels.

Putting the ideas to use

Use a scoring matrix to shortlist platforms for further investigation.

Book details

Format: Guide. Pages: 14. Words: 882.

Download availability: After payment, download the complete ZIP package or the included PDF separately.

Set advertising benchmarks using your own campaign data and a regular review process.

What this guide covers

• Calculate baseline performance measures.
• Consider seasonal and geographic differences.
• Monitor results and update targets.

Who this is for

For marketers reviewing paid advertising.

Putting the ideas to use

Use proposed adjustments as examples and validate benchmarks against your own data.

Book details

Format: Guide. Pages: 14. Words: 844.

Download availability: After payment, download the complete ZIP package or the included PDF separately.

Plan TikTok ad creative around the opening hook, sound and visual structure.

What this guide covers

• Develop attention-getting openings.
• Plan audio and short-form video sequences.
• Create variants and track their performance.

Who this is for

For marketers developing TikTok ads.

Putting the ideas to use

Test creative ideas and check current platform and licensing requirements.

Book details

Format: Guide. Pages: 13. Words: 975.

Download availability: After payment, download the complete ZIP package or the included PDF separately.

Explore how to organize and test Meta Custom Audiences for advertising campaigns.

What this guide covers

• Develop audience segments from available customer and engagement data.
• Plan tailored messages and lookalike audiences.
• Track results and refine audience tests.

Who this is for

For marketers managing Meta advertising.

Putting the ideas to use

Start with one audience segment and check current platform and privacy requirements.

Book details

Format: Guide. Pages: 15. Words: 935.

Download availability: After payment, download the complete ZIP package or the included PDF separately.

A starting framework for planning and measuring a first advertising test.

What this guide covers

• Choose a test and set up measurement.
• Review response and economic metrics.
• Use results to plan a subsequent test.

Who this is for

For small businesses and marketers new to ad testing.

Putting the ideas to use

Plan a manageable test with defined measures before launch.

Book details

Format: Guide. Pages: 18. Words: 950.

Download availability: After payment, download the complete ZIP package or the included PDF separately.

Explore the building blocks of Google Search advertising, from keyword research and match types to writing ads and organizing campaigns. The collection combines the book with guides, exercises and planning resources for evaluating and refining search campaigns.

What’s included

• Main book (PDF)
• 1 checklist (PDF)
• 3 guides (PDF)
• 1 prompt pack (PDF)
• 1 toolstack (PDF)
• 1 workbook (PDF)

Download availability: After payment, download the complete ZIP package or any of the 8 included PDFs separately.

A guide to constructing advertising headlines around a clear message.

What this guide covers

• Identify the audience and core benefit.
• Explore headline structures and variations.
• Adapt headlines for a particular ad or offer.

Who this is for

For marketers writing and testing ad headlines.

Putting the ideas to use

Draft several headlines for the same offer and compare their clarity.

Book details

Format: Guide. Pages: 11. Words: 907.

Download availability: After payment, download the complete ZIP package or the included PDF separately.

A planning framework for choosing paid-ad audiences, creative, platforms, and ways to evaluate campaigns.

Inside this guide

• Set a campaign objective and define whom it is intended to reach.
• Plan creative messages and compare suitable advertising channels.
• Monitor results and identify opportunities for careful optimization.

Who it may help

For business owners and marketers preparing or refining paid digital advertising.

Putting the ideas to work

Use the material to organize a testable plan, track relevant measures, and make changes based on observed performance.

The ideas are starting points rather than one-size-fits-all instructions. Adapt them to your goals, circumstances, and available resources.

Book details

Format: Ebook. Pages: 56. Words: 6946.

Download availability: After payment, download the complete ZIP package or the included PDF separately.

Bring a repeatable testing process to LinkedIn advertising.

What this guide covers

• Choose objectives, metrics and test variables.
• Compare creative, audience and offer variations.
• Document results and plan the next test.

Who this is for

For marketers running LinkedIn campaigns.

Putting the ideas to use

Define one controlled test and record its outcome before expanding.

Book details

Format: Guide. Pages: 15. Words: 766.

Download availability: After payment, download the complete ZIP package or the included PDF separately.

Review LinkedIn lead forms with attention to the information requested and the follow-up process.

What this guide covers

• Plan fields and lead qualification questions.
• Consider mobile usability and data quality.
• Measure results and schedule improvements.

Who this is for

For B2B marketers working with LinkedIn lead forms.

Putting the ideas to use

Audit one form and verify current platform capabilities before changing it.

Book details

Format: Guide. Pages: 15. Words: 791.

Download availability: After payment, download the complete ZIP package or the included PDF separately.

Explore approaches to running Meta advertising with a limited budget, including campaign planning, audience choices, ad formats and performance review. The collection pairs the book with exercises and resources for planning and testing campaigns.

What’s included

• Main book (PDF)
• 1 checklist (PDF)
• 1 guide (PDF)
• 1 prompt pack (PDF)
• 1 workbook (PDF)

Download availability: After payment, download the complete ZIP package or any of the 5 included PDFs separately.

A guide to planning and monitoring multivariate advertising tests.

What this guide covers

• Choose variables and combinations to compare.
• Prepare tracking and quality checks before launch.
• Monitor results and plan the next test.

Who this is for

For marketers organizing more than one variable in a test.

Putting the ideas to use

Use the checklist to review readiness before starting a multivariate test.

Book details

Format: Guide. Pages: 13. Words: 874.

Download availability: After payment, download the complete ZIP package or the included PDF separately.

Organize creative assets for Google Performance Max campaigns.

What this guide covers

• Plan images, video and text variations.
• Structure an asset library and quality checklist.
• Review performance and refresh creative over time.

Who this is for

For marketers producing Performance Max campaign assets.

Putting the ideas to use

Use the checklist while verifying current Google asset requirements.

Book details

Format: Guide. Pages: 14. Words: 772.

Download availability: After payment, download the complete ZIP package or the included PDF separately.