This is more for the PPC people but this short article is about trying to define the variables in creative so we can be clear about what's working and what's not. It's also an excuse for me to write dad jokes, if I'm honest. https://www.linkedin.com/pulse/my-hooks-same-your-chris-cole/?trackingId=KttS76IhSaz4spKUrv6xzA%3D%3D