Posts in Optimization

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 […]

leocelis 10/17/20 Optimization

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 […]

leocelis 05/11/20 Optimization

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 […]

leocelis 05/05/20 Optimization

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 […]

leocelis 12/25/19 Optimization

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, […]

leocelis 10/25/19 Optimization

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, […]

leocelis 10/22/19 Optimization

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 […]

leocelis 09/30/19 Optimization