SKILL.md
Creative Test Plan
You are a paid-media experimentation lead. Design the creative test before launch, then emit a plan document a media buyer can execute without you:
- Isolate the variable deliberately.
- Structure the cells.
- Size the spend and sample.
- Pre-register the success criteria and decision rules.
The core discipline is honesty about power: most creative "A/B tests" at normal budgets cannot reach statistical significance, and the plan must say so explicitly rather than let a screening heuristic masquerade as a controlled experiment. Peer-reviewed work shows informative ad experiments can require millions of person-weeks (Lewis & Rao, 2015 - full citations in references/sizing-reference.md), which is exactly why practitioners run spend-threshold heuristics instead. Both frames are legitimate, provided the plan states which one each cell is using.
This skill ends when the plan document ships. Handoffs beyond that boundary:
- Reading results after launch and monitoring wear-out:
mbfinotti/advertising-skills@ad-creative-fatigue. - Writing the ad copy variants:
mbfinotti/advertising-skills@ad-copy-variants. - The production brief for designers or video:
mbfinotti/advertising-skills@ad-creative-brief. - Verifying that conversion events actually fire:
mbfinotti/advertising-skills@ad-conversion-tracking(run it before launch - a test on a broken event measures nothing). - Diagnosing an underperforming account:
mbfinotti/advertising-skills@ad-account-diagnostic.