Ad Creative Edit (Iterate)

Iterate on a previous Appeeky-generated ad using mode: edit. Use edits for incremental improvements on a winning or near-winning concept. Use fresh mode: generate for new angles, presets, or formats.

Editing is cheaper than guessing. Winners get A′/B′ variations; losers get retired, not endlessly patched.

When to Edit vs Re-Generate

Situation	Use edit	Use generate
Bigger headline / font size	✅
Background color / contrast	✅
Minor layout tweak	✅
Localize on-image text	✅
New hook / new angle		✅
Different preset (UGC → split)		✅
Structural format change		✅
Failed concept (low CTR + low CPA)		✅ new variant

Prerequisites

Input	Source
previous_ad object	get_app_ad_creative_job → result.ad
Same app_url	Original generation
Specific edit_instruction	User request — must be concrete
Optional key_points	Preserved from analyze step

previous_ad Fields (API result object, camelCase)

{
  "style": "ugc",
  "imagePreset": "person_holding_phone",
  "creativeHeadline": "Plan your week in 5 min",
  "creativeSubhead": "The focus app that sticks",
  "imageUrl": "https://..."
}

If user has no job ID, reconstruct from Ads Manager export or screenshot description — quality drops without imageUrl.

Edit Instruction Framework

Good instructions are specific, visual, and bounded.

Instruction Template

Change [element] to [target state].
Keep [what must not change].

Examples

Quality	Instruction
✅ Good	"Make the on-image headline 30% larger, bold white text on navy background. Keep phone mockup position unchanged."
✅ Good	"Switch background from gradient to solid charcoal. Increase contrast on subhead."
✅ Good	"Translate on-image text to German. Keep layout identical."
❌ Bad	"Make it better"
❌ Bad	"More professional" (too vague)
❌ Bad	"Copy competitor X" (use teardown + generate)

Workflow

Step 1 — Load Previous Creative

get_app_ad_creative_job
  job_id: "<original-job-id>"

Extract result.ad for previous_ad. Show user current image + copy before editing.

Step 2 — Clarify Instruction

If user request is vague, offer 2–3 concrete options:

Option A: Dark background + larger headline
Option B: Minimal white background, smaller subhead
Option C: Re-generate with professional preset (new job)

Step 3 — Call Edit API

MCP:

generate_app_ad_creative
  app_url: "https://apps.apple.com/us/app/id123456789"
  mode: "edit"
  edit_instruction: "Make headline bigger, navy background, more contrast on CTA text"
  previous_ad: {
    "style": "ugc",
    "imagePreset": "person_holding_phone",
    "creativeHeadline": "Plan your week in 5 min",
    "creativeSubhead": "The focus app that sticks",
    "imageUrl": "https://..."
  }
  quality: "medium"

REST:

POST /v1/app-ad-creatives/generate

{
  "appUrl": "https://apps.apple.com/us/app/id123456789",
  "mode": "edit",
  "editInstruction": "Make headline bigger, navy background, more contrast",
  "previousAd": { ... },
  "quality": "medium"
}

Step 4 — Poll Job

get_app_ad_creative_job
  job_id: "<new-job-id>"

Poll every 3–5 seconds until completed or failed.

Step 5 — Present Before / After

Use output template. Ask user to pick version for Meta upload.

Edit Patterns That Work

Request	Typical result	Notes
Bigger headline	Larger type, same layout	Specify % or "dominant"
Navy / dark background	Higher contrast	Good for feed thumb-stopping
More minimal	Reduced clutter	May remove decorative elements
Brighter / warmer	Lifestyle feel	Pairs with lifestyle style
Localize text	Translated on-image copy	Specify language code
Show different screenshot	Partial change	May need MCP extra_screenshot_urls (REST extraScreenshotUrls) + generate
Add rating stars	Social proof overlay	Only if accurate per listing

Edit Patterns That Fail

Request	Why	Alternative
"Make it viral"	Not a visual parameter	New angle via generate
Change aspect ratio	API outputs 1024×1024	Crop in design tool
Add video motion	Static API	tiktok-creative-strategy
Copy exact competitor layout	IP/policy risk	Teardown-inspired generate
Fix fundamentally weak hook	Copy problem	New angle in generate

Winner Iteration Playbook (A′ / B′)

After meta-campaign-audit identifies a winner:

Iteration	edit_instruction focus	Goal
A′ hook	Change on-image headline text only	Isolate hook
A′ visual	Background / contrast tweak	CTR lift
A′ proof	Add rating or user count	CVR lift
A′ localize	Translate for EU geo test	Geo expansion

Rule: One change per edit job. Multi-variable edits obscure what worked.

# Winner A′ — hook tweak only
generate_app_ad_creative
  app_url: "https://apps.apple.com/us/app/id123456789"
  mode: "edit"
  edit_instruction: "Change headline to 'Stop juggling 4 apps.' Keep all visual styling identical."
  previous_ad: { ...winner A... }

Copy-Only Refresh

If image is fine but Meta copy underperforms:

generate_app_ad_creative
  app_url: "https://apps.apple.com/us/app/id123456789"
  mode: "analyze"
  generate_image: false
  angle: "new hook: outcome-first for busy parents"

Then manually update Ads Manager text — or re-generate image if on-image text must match.

Credit Costs

Quality	Creative credits
low	1
medium	2
high	5

Same as generate. Inform user before each edit round.

Typical iteration session: 2–3 edits × medium = 4–6 creative credits.

Output Template

# Ad Creative Edit — [App Name]

## Edit Request
"[user instruction]"

## Before
- **Image:** [previous imageUrl]
- **Headline:** [previous creativeHeadline]
- **Subhead:** [previous creativeSubhead]
- **Primary text:** [previous copy.primaryText]

## After
- **Image:** [new imageUrl]
- **Headline:** [new creativeHeadline]
- **Subhead:** [new creativeSubhead]
- **Primary text:** [new copy.primaryText]

## Copy Changes (if any)
| Field | Before | After |
|-------|--------|-------|
| Primary text | | |
| Headline | | |

## Recommendation
- [ ] Ship to Meta (replace ad or new ad in same set)
- [ ] Edit again (specify next change)
- [ ] Re-generate fresh angle

## Meta Action
- Replace creative: upload new image → new ad OR swap in ad-creative-to-meta pipeline
- Keep loser paused — do not delete (learning history)

Meta Upload After Edit

Edited image must be re-uploaded to Meta:

meta_ads_upload_ad_image_from_url
  ad_account_id: "act_xxx"
  image_url: "<new imageUrl from edit result>"

Then create new ad with new imageHash — see ad-creative-to-meta. Pausing old ad preserves audit trail.

Benchmarks (edit impact)

Metric	Expectation
CTR lift from contrast edit	+10–25% if original was low contrast
CTR lift from hook-only edit	+15–40% if new hook stronger
CPA change	Follows CTR × CVR — measure 48h
Diminishing returns	After 3 edits, re-generate new angle

Common Mistakes

Mistake	Fix
Editing losers instead of killing	Pause at 2× CPA; edit winners only
Stacking 5 edits on one ad	One variable per edit
No imageUrl in previous_ad	Always save job results
Editing without audit data	Let data pick the winner first
Same primary text, new image only	Align on-image and feed copy

Pre-Edit Checklist

- [ ] Original job_id and previous_ad saved
- [ ] User instruction is specific and bounded
- [ ] Credit cost communicated
- [ ] Confirmed edit vs re-generate decision
- [ ] Poll completed before presenting
- [ ] Meta re-upload planned if going live

Related Skills

• meta-ad-creative — fresh generation from listing
• ad-creative-variants — initial batch before edits
• ad-creative-to-meta — publish edited creative
• meta-campaign-audit — identify which ad deserves A′
• competitor-ad-teardown — inspiration for new angles (not edits)
• screenshot-optimization (aso-skills) — if edit needs new screenshot source