Ads and Emails
“Email is not a messaging protocol. It’s a todo list. Or rather, my inbox is a todo list, and Email is the way things get onto it.” “Frighteningly Ambitious Startup Ideas” – Paul Graham Emails are tasks. Either you ignore […]
Creative control
If you are working with a growth agency, not giving them creative control in your ad campaigns is a recipe for failure. And yet, that’s what most of the big brands do Images and videos are the main drivers of […]
Campaign Naming Conventions
There is one thing that all the ads management platforms are bad at: naming campaigns. There is no naming recommendations, and they pretty much accept any name, character, or emoji you want to use. Media Analysts haven been very creative […]
Seed Audience Quality
One of the most powerful features in the Facebook Ads platform is the ability to target similar people. The question is: similar to whom? I couldn’t find any FB tech partner that is measuring the quality of the seed audiences. The […]
Optimized impressions are expensive
Optimized CPM (or oCPM) was (or still is?) a type of bidding strategy Facebook made available circa 2014. It is an optimized version of the CPM model: once your ad enters in the auction, Facebook will show it only to those […]
Creative Performance Dashboards are broken
A Creative Performance Dashboard will look good on your screen but usually won’t give you any meaningful or actionable insight. Let’s say you measure your campaign’s performance by leads. Did the first image perform better than the last one? Or […]
Mobile pages are slow
Simple pages (simple layout, no complex UI components, few images) load faster. It’s a no brainer that if you compress your images, you will increase page speed (especially if you pre-render them with Google AMP.) If you keep adding pixels, […]
Your clients can’t handle your performance
Major dips in performance are equally harmful as excessive growth. Your clients (or your own company) will question a performance decrease and will complain if you are generating too many clients, more than they can handle. They are an equilibrist, […]
Everyone is ignoring your ad
Same as everyone is ignoring your email, or your LinkedIn InMail, or your tweet. That’s not entirely true. A better statement is, “almost everyone is ignoring your … <place your content>” See the two examples below: Out of 753 people, […]
About refreshing ads
Some platforms give you the possibility to refresh your ads. Refreshing an ad means you are pausing an existing ad, cloning it and relaunching it. Why would you want to do that? Channels like Facebook will treat newly created ads […]