May 17, 2024

AI Ad Variant Creation, Testing, and Optimization

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Facebook Ads


Build and Upload Assets
AI-Generated Video Ads
Edit, Share, and Export Ads Directly to Facebook Creative Library
AI Data-backed Predictions


$0 per month
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Creative Dashboard
Discover Insights
AI Data-backed Predictions


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Everything in Previous Plan


$1,500 or 10% of ad spend per month
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Everything in Previous Plan
Fully Managed Creative
Fully Managed Media
Weekly Testing & Reporting
Monthly Performance Reviews
Dedicated Support

All about

What is Pencil?

Pencil is a visual and written AI advertising tool that helps you pump out tactile, high-performing ads that you can use across social and other advertising channels.

Think of it like this: You know that agency, or maybe that in-house team that you do revisions with on your video ads? With the 24-hour turnaround times, or worse? Yeah, that is all done by a magical AI (nearly) instantly.

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

  • List

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

What makes Pencil different than competitors?

There are some tools that help creatives build ads, and there are some tools that help copywriters write better ad copy. This is a layer on top of both of those solutions. Pencil is for testing multiple variants of creative in order to understand your top performers.

The coolest part about this tool is how it is adding meta-data to your ads and then tracking their results to understand which meta-data points are contributing most to improved performance. That means that the next time you create ads, it will create better ads. And better… And better...

What metrics is Pencil going to improve for my Ecommerce store?

It’s all about your Return on Ad Spend.

Pencil helps you uncover your best in-ad copy and visual assets, and from there they create more ads, more variants, and the platform literally learns to create better ads for you over time. This informs your creative strategy, lowering the cost of the creative department, and simultaneously increasing your return on ad spend.

Who has to manage Pencil and how long does it take to setup?

Pencil is for media buyers, both in-house or in-agency. You also need to bring in your content or creative team or agency, and you’ll likely need buy in from your CMO or CEO to get them believing the tool will make a difference in the business.

  • When it comes to setup, the first thing you have to do is install the tool, integrate the channels, and then upload your brand kit - your colors, logos, and key messages for your brand.
  • Next, upload as many video and image assets as you can. Creative variation is the name of the game for finding your top performers.
  • Finally, it’s about the copywriting for these ads. You can simply give them a few lines of seed content, and they will generate some creative written ad ideas for you. You can easily approve/deny or modify as you see fit and bring them into the ad variant creator.

Once you’ve got the setup ready, you hit the “Create ads” button and the system goes to work generating multiple variations of 3 ads of various lengths for you to choose from. Browse through them and select one or all for export.

When you add them to export it automatically creates 5 ad size variants for you to publish.

Is Pencil right for my store?

Pencil is great for high ad spend merchants who have a strong brand and creative strategy, but keep getting bogged down with silly things like reformatting the video for Instagram Stories. And I’m sure any high ad spend merchant isn’t doing enough split testing of ad creative, so this instantly solves that problem, which leads to magnificent discoveries in what will work with your audience.

For example, a dog food brand working with Pencil had been running ads for about a month when the AI suggested a copy that talked about taste instead of ingredients. This was an unforeseen opportunity by the brand which fundamentally changed their business, their ads, their return on ad spend, and even their website copy.

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