copy hound
Guides
Free tools
copy hound guides
How to organise the appeals behind your ads, manage the copy and creatives that carry them, and read performance back at the appeal level — in the order you actually do it. New here? Start at the top.
What is an ad appeal? Definition, types and how to pick one
An ad appeal is the single reason your ad puts forward to persuade someone. Here is how an appeal differs from copy and from a creative, the four places real appeals come from, and how to keep them as an asset instead of throwing them away after one campaign.
How to manage ad copy: a five-step system built on appeals
Ad copy doesn't go missing — the reason it was written and what it did when it ran does. Here is a five-step system that files copy under appeals instead of campaigns, splits the idea from its channel versions, and closes every line with a dated verdict.
How to build an appeal library (columns, codes and a template)
An appeal library turns a list of ad angles into something you can search, sort by result and hand to the next person. Here are the nine columns, a permanent ID scheme, and the spreadsheet import traps that quietly corrupt the parent column.
Derived appeals: keeping an improvement trail on your creatives
When an ad appeal wins, the useful next move is neither running it to death nor starting over. Here is how derived appeals work, the one-variable rule that keeps them readable, and why the resulting tree is worth more than any single creative in it.
Ad copy character limits by channel — and how to write to them
A working reference for ad copy character limits across Meta, Google, TikTok, Kakao Moment and Naver GFA, with the caveat that every team should confirm them against the platform's current spec. Plus the part nobody documents: how to actually write a line that has to land in thirteen characters.
A three-state creative review: stop, keep, scale
Creatives pile up because nobody ever formally kills one, and spend quietly drifts to whatever the algorithm likes. Here is a three-state review — stop, keep, scale — with when to judge, what to judge on, and how to keep the decision on record.
How to design an A/B test for ad copy
Most of what gets called an A/B test in an ad account is a ranking, not an experiment. Here is how to decide what you're testing, how much data you actually need, and the seven failure modes that quietly break ad tests.
How to compare ad creative performance fairly
Two creatives almost never run under the same conditions, so putting their numbers side by side usually produces a wrong answer. Here are the five conditions that have to match, why rates beat totals until the denominator gets small, and how to roll creative numbers up to the appeal.
Tracking ad performance by creative ID
The platform's ad ID and the name your team says out loud never meet, so the monthly report gets rebuilt from memory. Here is a naming convention that survives contact with reality, where to store the ID, and how to link derived creatives so one idea reads as one thing.
Somewhere to actually run this
copy hound builds your appeals up as assets, keeps an improvement trail through derived appeals, and rolls per-channel creative performance back up to the appeal. Runs in the browser — nothing to install.
Start free