Mk 277

---
name: mk-277
description: "Demand Gen Creative Diagnosis. Use when you need creative performance under the same conditions and possible causes to investigate; apply this method to the specified inputs and verify the deliverable"
---

# MK-277｜Demand Gen Creative Diagnosis

For a regular chat, upload `packs/mk-277.md`; it includes the shared rules, this method, and required references

## Purpose

This Skill delivers: **Creative performance under the same conditions and possible causes to investigate**

Execution steps compiled by ThinkWithBlack for this method's stated purpose, 2026-10-21; the course outline and original sources are retained below

Views or clicks do not automatically stand in for sales; do not directly rank channels measured on different bases

## Required Inputs

Results by creative, mature outcomes, period/attribution definitions, audience, channel, destination and goal

## Method Steps

1. Organize comparable data by creative; inspect impression/spend opportunity first
2. List differences in audience, channel, destination, bidding and timing as potential confounds
3. Calculate comparable outcomes/costs against brand targets; distinguish supported observations from causal hypotheses and specify the next comparison

## Calculation and Interpretation

Cost per result = matched spend / valid results; zero denominator is undefined. Keep click/view outcomes distinct from sales; insufficient opportunity remains pending

## Required Output Fields

| Order | Field | How to complete |
|---:|---|---|
| 1 | Creative/version | Use the supplied source, calculation, or explicit unknown |
| 2 | Audience/channel | Use the supplied source, calculation, or explicit unknown |
| 3 | Delivery opportunity | Use the supplied source, calculation, or explicit unknown |
| 4 | Outcomes/calculations | Use the supplied source, calculation, or explicit unknown |
| 5 | Other differences | Use the supplied source, calculation, or explicit unknown |
| 6 | Issue location/evidence | Use the supplied source, calculation, or explicit unknown |
| 7 | Revision hypothesis | Use the supplied source, calculation, or explicit unknown |

## Verification Cases

**MK-277-A1 | One group has no impressions**

Expected: No comparison opportunity, not a loser

**MK-277-A2 | Both audience and creative change**

Expected: Identify confounding, not a single cause

## Method Sources

Original file: AI × Google Ads Demand Gen・YouTube・PMax 實戰課｜三堂課程大綱

Source location: Demand Gen

Source basis: Extended from a course outline

Original URL: https://docs.google.com/document/d/1bX8e6O3-E7cXQSAQNN7MFJW5JpeJbiO3USgZZefjQrs/edit

English translation of source excerpt retained in the master table:

> AI × Google Ads Demand Gen・YouTube・PMax in Practice

### Additional Source Locations

Source verification record for the original course material

- Source code: DO
- Original location: Demand Gen
- Original outline evidence (English translation): AI × Google Ads Demand Gen・YouTube・PMax in Practice