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The "creative" is, well, the creative part of an ad. It's the text, images, design, etc. It's the "sexy" part of marketing, compared with all the quantitative/analytic work like segmentation, user research, pricing, etc.

I somewhat disagree with the author that the creative is everything - unless you already have all the other aspects locked on and creative is the only place for you to improve

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Ok I have another question. On social platforms like facebook, whenever the creatives are refreshed, the ad set is put back into a "learning phase", which we're told to avoid.

So what is the best way to iterate on new creatives without re-entering the learning phase?

Ab test say 20 creative in an adset and let Facebook find the best creative for you in a cbo. Once set it is set and best not to change the creative just launch a new ad set with the new creative. You can change it but not ideal or how you should run Facebook ads with a proper account structure to maintain data transparency. Also with Facebook algo suspending and disabling ad accounts like crazy swapping creative after approved looks very fishy and can trigger negativr signals.

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