All creative approaches in nutra with commentary from the OMNI CPA media buying team lead

The creative is the first element of the funnel that a user encounters, and whether they proceed to the pre-lander depends on how well you captured their attention and tapped into their pain points. In this article, we've compiled all the current creative approaches with examples from SPY services, and also asked the media buying team lead at OMNI CPA — Dmytro — to comment on each one: what will pass moderation and what won't, which creatives are strong and which need improvement. We're sure you'll find it useful! 

Teaser Approach

The teaser approach is definitely one of the most effective and, accordingly, most popular approaches. The core idea is an emphasis on folk methods and recipes. For example, in ads targeting diabetics, you can use information about the benefits of lard in small quantities. Despite lard not being a widely beloved product in Europe, people from post-Soviet countries have a subconscious association with it as something wholesome and familiar. Accordingly, such an idea will attract more attention and, potentially, more clicks. 

To boost the effectiveness of this approach, you can add extra elements to the creative. For example, you can show a glucometer with blood sugar levels before and after using the product: before — 9, after — 4. This visual representation helps reinforce the message about the product's benefits.

"Honestly, the image is unclear. It's just a bulb of garlic for prostatitis. I wouldn't use this image because the garlic is cropped on the side. I also don't like the text on the image, but that's subjective. The approach itself is cool, but the image with the cropped garlic might not pass moderation."

Dmytro, Media Buying Team Lead at OMNI CPA

Medical / Doctor Approach

The concept of the medical or doctor approach can overlap with the teaser format. For example, when you show a well-known doctor with a product alongside a teaser element. In such cases, it's often emphasized that the product is scientifically proven and, for instance, claims are made that it can help you live to 110 years old.

"The image features a doctor who looks pleasant, which is a plus. Possibly a doctor from Mexico, though I don't know who specifically. The image shows the product, a discount, and a certificate confirming the product's effectiveness. This builds trust in the ad."

Dmytro, Media Buying Team Lead at OMNI CPA

Product Approach

The product approach is essentially direct product advertising. It can overlap with the teaser approach, but typically has a lower conversion rate while having a higher approval rate. This is the most white-hat ad format, with elements like "buy now," "your skin needs this," and so on. This option is more compliant and can be used for a wide range of products.

Alongside the product image, you can use neutral visuals. For example, images of ointment being applied to a leg, stock photos, or images showing that the formula contains, say, camphor.  

"This image with capsules for prostatitis is a perfect fit for the product approach. If you're going for white-hat advertising, it looks great. How effective it will be is something practice will show. For example, the inflammation element can be added in Canva — it's not hard to do. 

Overall, I like this option. It might perform worse for certain audiences, but visually it looks appealing — like a regular outdoor banner. Nothing excessive, everything looks organic, and the font is well chosen."

Dmytro, Media Buying Team Lead at OMNI CPA

You can also check out a breakdown of three more creatives using the doctor, teaser, and associative approaches at this link.

Disease Symptoms

In this case, the focus is placed on a specific illness. This approach is based on capturing attention by showcasing pain and discomfort in order to trigger the viewer's desire to find a solution. 

For example, you show the condition and add text: "Arthrosis is treated this way." That is, you specifically demonstrate the problem — such as arthrosis, bursitis, or cardiovascular disease. For the latter, you can use an X-ray of the heart to show a blood clot or other issues. 

"This approach gets banned fast, and this creative will get banned even faster. We've got an X-ray and red color here. Though theoretically it might get through on a spend account. But it's better to replace the X-ray with just a photo of a knee or a person running — showing a healthy knee after treatment. In principle, it's not a bad option if you fix those elements."

Dmytro, Media Buying Team Lead at OMNI CPA

Disease Consequences

This approach is extremely difficult to use right now. Some platforms ban ads that trigger negative emotions. Such creatives often include flows like: "This is what will happen to your body if you don't buy this ointment." A classic example of this approach is used in medical pre-landers for prostatitis, where the message is that an advanced condition can lead to serious consequences.

"Even in teaser networks, images like these no longer pass moderation. A product-based approach could save the situation. To make it more teaser-friendly, you could try changing the image: use a person covering the groin area with their hands, without any discharge. Add a 'before/after' element, featuring the advertised product and a person holding a roll of toilet paper to reference prostatitis."

Dmytro, Media Buying Team Lead at OMNI CPA

News Approach

The news approach creates a sense of credibility and relevance. People are used to trusting news, and that trust can be transferred to advertising. If a creative shows that news outlets are covering our product "X," it significantly boosts ad credibility.

This approach also helps increase CTR, as viewers recognize popular TV hosts and are more likely to click on such ads. Additionally, adapting the pre-lander to local news and using a news format in the creative not only improves click-through rates but also boosts the pre-lander's own conversion rate. 

"The news approach doesn't always work. In this case, if the promo material doesn't feature a recognizable woman — say, a well-known TV host or journalist — the image feels incomplete. I'd add at least some product to complement what's being communicated. Though if it were a real news story followed by a storefront, that would be great."

Dmytro, Media Buying Team Lead at OMNI CPA

Pills / Ointments Approach

The pills and ointments approach can be compared to the teaser and product approaches. They share similar traits, but there are two main flows:

• Ointments (white-hat approach). The ointment itself is advertised, similar to a product ad, but with high-quality imagery. For example, a clean image of a Fledox tube or a Cardirine bottle with a detailed description of the product and its effects. The background might feature a person doing sports to emphasize the product's effectiveness.
• Teaser approach with ointments. A person applies clay to their knee, with elements added to highlight the natural ingredients in the ointment.

With pills, alternative visuals can be used — for example, small gummy bear-shaped capsules. The background can feature a blood pressure monitor showing normal readings, or a positive heartbeat indicator. 

"The elements can be swapped around, but overall the image is fine, the colors are reasonably well chosen. Though it's better to remove the red — it might not pass moderation. Just adjust the color palette, go for a warm tone and remove anything that looks toxic."

Dmytro, Media Buying Team Lead at OMNI CPA

"This appears to be Levomekol ointment, well known to the target audience. The text has an ellipsis and an unfinished thought. An incomplete message and promises like that won't pass moderation on Google or serious teaser networks like Taboola. In some traffic sources, this creative would be more of a meme."

Dmytro, Media Buying Team Lead at OMNI CPA

Before/After Approach

On most platforms, except teaser networks, this approach is prohibited. The concept is self-explanatory. In one photo, a person is sitting in a wheelchair; in the next, they're already running. Or a woman first appears out of shape, then slim. 

2D graphics are often used. For example, first large semi-transparent love handles, then they shrink, and finally a slim figure becomes visible. This kind of approach can pass moderation.

"The image is quite smart, informative, and in principle nothing needs to be added. The headline copy needs to be tested. An unfinished thought is definitely not suitable for Google. Overall, the image might get approved, since it uses open-yet-implicit associations and incorporates a product-based approach. All in all, it's solid."

Dmytro, Media Buying Team Lead at OMNI CPA

"The image looks good. The only issue is that exposed midriffs aren't allowed on Google. I'd change the copy, remove the exclamation mark, and add a product element — something positive and natural. If you can add a tank top or t-shirt to cover the stomach, the image would be a perfect fit."

Dmytro, Media Buying Team Lead at OMNI CPA

The Measurement Device Approach

Using scales, blood pressure monitors, glucometers, rulers, and other instruments is associated with precision and reliability, which builds trust in the product. This approach allows for precise targeting of different audience segments, as someone dealing with a specific problem will immediately understand the creative's message and is most likely to engage with it. 

"My recent creatives featuring measurement devices have been failing moderation — especially those with a brain and burst capillaries in the background. Elements like that can get you banned. I'd replace them with, say, a human silhouette showing someone clutching their chest. Everything else can stay. 

Creatives with brainwave imagery used to pass moderation, but not anymore. We stopped using them. The concept itself isn't bad, but it most likely won't get through. Better to go with other approaches."

Dmytro, Media Buying Team Lead at OMNI CPA

The Pain-Focused Approach

Physical and emotional pain is a category of its own. Pain needs to be shown on a person's face, or in a video where it's clear they're constantly suffering and eventually reach some kind of resolution. For example: a man clutching his chest, nearly losing consciousness, with the area around his heart highlighted in red or some neutral color to make it clear this is pain. In the background, depending on the offer, you can show a heartbeat with blocked arteries, and so on. 

"This is a standard white-hat ad format — it just has a person grabbing their back added to it. The expression of pain needs to be clearly visible on their face. Overall, it's a solid creative for this approach; it just needs testing. This format can work well for demonstrating the problem."

Dmytro, Media Buying Team Lead at OMNI CPA

Pre-landing Adaptation

This method involves building a cohesive link between the ad copy, the creative, and the pre-landing page, tying them together into a unified whole. When the creative carries the same message and characters as the pre-lander, the campaign feels logical, and the audience finds it easier to absorb and trust the information. Naturally, this drives higher conversion rates — especially when the creative's visual style matches that of the pre-lander.

"What we have here is essentially a hybrid approach combining news-style and celebrity formats. In this case, the key factor is what's waiting for the user on the pre-lander. You can use news-style elements and celebrity elements simultaneously. For instance, you could try a product-teaser approach where a doctor holds up the product and describes its composition, including the herbal ingredients."

Dmytro, Media Buying Team Lead at OMNI CPA

Offer Results / Recovery Approach

This approach involves showcasing the potential results of using the advertised product — essentially visualizing the user's dream outcome. This can include a slim body, smooth skin, strong joints, and other positive changes that the product can help achieve.

"This is a classic example of a joint health offer creative showing before-and-after results. The copy on the image is fine, everything is clear. Visually, the creative looks good to launch. Whether it'll perform is still an open question, but overall the approach seems right."

Dmytro, Media Buying Team Lead at OMNI CPA

The Association-Based Approach

This method is commonly used in verticals such as adult and potency, where directly showing the offer's effect or mechanism of action isn't possible. For example, a sexual organ is implied through associations with various vegetables or other objects.

"Yeah, the association here is something else. The creative looks good, but it's too provocative. There's no guarantee it'll get approved. If you remove the genitalia and replace it with a stock pipe image, it might pass moderation. Platforms also don't like black backgrounds. Sure, a solid account can help an image get through, but that doesn't guarantee long-term use. The idea is great — I'd remove the genitalia, change the background, and keep only the checkmark, dropping the X mark, which is a trigger due to the red color on a black background."

Dmytro, Media Buying Team Lead at OMNI CPA

"The only issues are the open mouth with teeth showing. And the red color — the whole thing is red. The cleavage doesn't help either. There's no guarantee it'll make it through. You could try launching it, and if it doesn't work, tweak it a bit: remove the mouth and the redness, then try again. If it passes — perfect. Only testing will tell."

Dmytro, Media Buying Team Lead at OMNI CPA

The Illustrated Graphics Approach

Illustrated graphics is a genuinely interesting and effective approach. Using tools like ChatGPT, you can create a variety of graphic elements similar to cartoons or drawings. This method allows you to project all the previous approaches into an illustrated format, which often helps avoid ad rejections. 

ChatGPT can draw blood pressure monitors, charts, a doctor, visualize a heartbeat or pulse in a teaser approach, or use a "before and after" format. However, X-ray images don't always pass moderation these days, as they frequently trigger negative reactions. 

Overall, using illustrated graphics is quite effective, but it all depends on the specific situation and the angle you want to use.

"Honestly, this image looks strange and unclear. The overall composition doesn't evoke positive emotions, and I'm not sure it will pass moderation. These 'filler' squares and arrows are, in theory, supposed to pass moderation since they look like a drawing. However, the promise 'works in 7 days' could cause issues."

Dmytro, Media Buying Team Lead at OMNI CPA

The Customer Testimonials Approach

Customer testimonials are already an industry standard and are perceived by audiences as additional social proof, which has a positive impact on conversion rate and approval rate. Here we showcase satisfied customers who have already used our product and solved their problem. 

"A testimonial from a customer in Vietnam or Thailand featuring a glucometer can be very effective, especially for diabetes-related products. Warm, pastel colors and the organic look of such images work well for advertising in regions like India, Indonesia, or Vietnam. Effectiveness depends on the specific angle, but the overall look and format, when used correctly, will perform well."

Dmytro, Media Buying Team Lead at OMNI CPA

The Celebrity Approach

The approach using celebrities and doctors is quite effective. For example, Google often lets such ads through even when they contain borderline content. However, it's important to understand that celebrities frequently issue denials regarding ads that use their likeness. So you always need to stay on your toes, prepare backup creatives, and monitor ad performance after such denials. If results hold up, you can continue using those images.

"The image features well-known individuals, and it looks fine for this format. However, the image quality leaves something to be desired, and the teeth could trigger a negative reaction. For diabetes products, I've used images of the oral cavity and tongue before, and it often led to negative feedback and bans. So the result here could be 50/50: the image seems positive, the person is simply smiling, and it might pass moderation."

Dmytro, Media Buying Team Lead at OMNI CPA

The Everyday Inconveniences and Limitations Approach

This approach focuses on the inconveniences that can be eliminated with our offer. Examples of such inconveniences include constant dieting, exhausting workouts, the need to wear glasses or hearing aids, and other similar problems.

"In this case, judging by the flag, this is an example from Bulgaria. Honestly, this is a pretty poor example. The image doesn't bring to mind hearing problems — it looks more like the girl has been hit. I would replace this image with something clearer and more relevant to the hearing theme. It's better to use images that clearly depict the problem, for example, a person wearing a hearing aid. It's also important to note that question marks, exclamation marks, and periods at the end of sentences often don't pass moderation, so they should be avoided."

Dmytro, Media Buying Team Lead at OMNI CPA

Conclusion

It's important to understand that each of the approaches listed above rarely appears in a "pure" form. Combining different advertising approaches makes it possible to create a vast number of unique creatives, significantly increasing their volume and variety. With so many approaches available, you can effectively run the same funnel for an extended period by continuously rotating its elements and angles — allowing you to sustain high conversion rates and CTR over the long term.

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