Ad Creatives Guide

The creative is the part people see. Everything else — targeting, pricing, attribution — is plumbing that exists to make sure the right creative reaches the right person at the right time.

This guide covers the specs, the strategic approach that works best on Specify, and the content standards your ad needs to meet.

Creative specifications

When creating a campaign, use the preview option to see how different publishers will display your ad. A warning appears if your creative isn’t filled out enough to display on a given publisher.

Image formats

Your campaign displays across three formats depending on publisher implementation:

• Max file size: 4MB per format
• Formats supported: JPEG, PNG, GIF

Design each asset so the core message stays clear in the most compact format. If your headline is only readable on the landscape version, rethink the composition.

Copy limits

• Headline: max 100 characters
• Content: max 400 characters
• CTA label: max 25 characters

The targeting imperative

Specify isn’t about getting your ad in front of as many eyes as possible.

It’s about getting your ad in front of the right eyes — people whose onchain behaviour suggests they’re genuinely likely to care about what you’re offering. Prioritise for your ideal customer, not for reach. The results speak for themselves.

Generic messaging to broad audiences does the opposite of what advertisers usually think it does. It increases cost per acquisition and limits effective reach, because:

• A single campaign targeting all swap users puts you in direct competition with every other advertiser targeting that same segment
• Generic copy resonates with no one specifically, so conversion rates drop
• Lower conversion rates mean Specify has to serve more impressions to generate the same number of conversions — which affects pricing on your next campaign

The targeted approach

Instead of one generic campaign aimed at the biggest protocols, run multiple targeted campaigns with creative tailored to specific user segments.

What works:

• Target audiences you’re confident will recognise and understand your type of offer
• Write copy that speaks to that segment’s specific goals and pain points
• Focus on the genuine value you provide, not generic claims — genuine value converts best

Each segment gets messaging that resonates with their actual situation. Precision targeting produces:

• Lower cost per acquisition
• Better conversion rates
• Higher overall ROI

For the full framework on picking targeting segments (direct competitors vs. adjacent products vs. complementary protocols), see the Targeting page.

Testing and optimisation

What to A/B test

Test different approaches to discover what resonates with each audience segment:

• Value propositions — cost savings vs. time savings vs. security vs. yield
• Tone — professional vs. casual vs. community-native
• Urgency — limited-time offers vs. evergreen messaging
• Social proof — user counts vs. testimonials vs. performance metrics

Metrics that matter

Monitor these to guide iteration:

• Conversion rate — conversions divided by impressed users. The headline number
• Audience segment performance — each targeted segment gets an efficiency score so you can see which groups respond best and reallocate accordingly

You’ll notice we don’t report click-through rate as a primary metric. We’ve found CTR has relatively low correlation to actual conversions — around 27% — so optimising for clicks often optimises against the outcome you actually want. View-through attribution is a big part of why this is.

Content policy

Understanding what we do and don’t allow saves time in review and keeps your campaigns launching on schedule.

What we don’t allow

• Memecoins — advertising for memecoin projects isn’t currently permitted. This protects advertiser quality and user trust
• Gambling and betting — online gambling, sports betting, lotteries, and similar wagering services, regardless of jurisdiction
• Illegal products or services — anything promoting unlawful activities, products, or services
• Misleading or deceptive claims — false promises, unsubstantiated claims, “get rich quick” schemes
• Hate speech or discrimination — content promoting hatred, violence, or discrimination
• Malicious code or phishing — malware, exploits, credential theft attempts
• IP infringement — copyrighted content, trademarks, or logos used without authorisation

Communicating yields and returns

Most of our advertisers are DeFi projects, and APYs are often central to the value proposition. The key is being clear and honest about what users can actually expect.

General guidance:

• Base claims on real, current data from your protocol
• Be transparent about how yields are generated
• Acknowledge rates can change
• Avoid language that implies certainty about future performance

DeFi users understand yields fluctuate — your messaging should reflect that. Focus on the mechanism and opportunity, not promises you can’t keep.

Examples that work:

• “Currently earning 8.5% APY on USDC deposits”
• “Optimized yields across 20+ protocols — rates up to 12% APY”
• “Stakers earning 6–9% APY depending on lock period”

What we flag in review is language that crosses into unrealistic guarantees or hides material risks. If your copy would raise eyebrows among experienced DeFi users, it’ll likely get flagged.

Landing page requirements

Your landing page is part of the ad experience and has to meet the same standards:

• Accuracy — landing page content matches the ad’s promise
• Functionality — loads quickly, works properly
• No malicious code — free from malware, auto-downloads, phishing
• Consistent messaging — delivers the value proposition stated in the ad

Bait-and-switch is prohibited. If the ad promises a specific offer, the user must find that exact offer on the landing page with clear terms.

Ongoing compliance

Approval isn’t permanent. We continuously monitor live ads and may re-review if issues emerge — for example, if a landing page is changed to non-compliant content or user complaints come in. Non-compliant ads get suspended or removed.

Our approval isn’t an endorsement of your product or confirmation of legal compliance. You remain responsible for making sure your content is lawful in every jurisdiction it appears.

Publisher blacklisting

Even after Specify approves your ad, individual publishers can blacklist specific campaigns from appearing on their platforms. Publishers may exclude:

• Product categories they don’t want on their site
• Advertisers who compete with their own offerings
• Content that doesn’t fit their audience or brand

This is a normal part of the network. Publishers retain autonomy over what runs on their properties, and we support that. See the Reputation & Moderation page for how publisher controls work from their side.

Final thoughts

The most successful advertisers on our network understand that web3 users are sophisticated and sceptical. They respond to messaging that respects their intelligence, addresses their specific needs, and demonstrates real value.

Combine precise targeting with value-driven creative, and you’ll improve campaign performance and give users a better experience — a win-win that drives sustainable growth.