Sharad Thaper

Reasons why: Some of the brands can eat an unholy high cac - which you likely cannot There's a huge disconnect between the content people think consumers want to watch and what they actually want to watch Paid is behind organic anyway I think copying big brands has been one of the worst things to happen to creative strategy Since not looking at brands our ad results have never been better

Frequency is one of the most underestimated metrics in the Ads Manager That's it, that's the tweet.

Give me the confidence of the guy flexing 10x+ ROAS on google ads but it’s actually all branded search

A brand told me they improved their offer structure, increased their first order AOV, shortened their payback period, sounds like a winner right? CAC went up with the higher offer, obvious right? CPMr started climbing, ok if payback was better right? But reach started to drop. Then their funnel started to dry up. New customer volume started to shrink. YoY growth was a distance memory. Read the full article to find out why →

Had a conversation with a copywriter friend of mine today about another copywriter who is world renowned. At least in our small space. I told him that this world class copywriter has gone all in on using Claude to write his copy. And watching his face he really looked shocked. And I think this is where people get it wrong. Claude by itself does not produce the greatest copy. Not even close. But in the hands of someone who is extremely skilled and knows what great copy actually looks like? It becomes a force multiplier that is hard to comprehend. This copywriter told me he wrote one of his best video sales letters a year or two ago. Took him the better part of six months. Six months of pain. Back and forth editing. Retooling. Ideating. All the things it takes to write copy that actually moves people. You know how long it took him to write the VSL he is MORE proud of than that one? 18 days. Let that sink in. It is not that Claude is writing the copy. The copywriter is writing the copy. He is just using Claude as a tool that lets him move 10x faster while maintaining the quality bar that made him world class in the first place. But here is the part nobody wants to hear. The reason it works is because HE knows what amazing copy looks like. He can spot when something is off. He can push it. He can shape it. He can feel when a line lands and when it falls flat. If you do not know what you are doing and you just ask an LLM to produce something for you, you have no idea whether what comes back is good or bad. Chances are it is OK. Maybe even decent. But it is far from amazing. And amazing is what separates good from great. You have probably heard it said that AI is not going to take your job. A human who knows how to use AI better than you is going to take your job. That is not a threat. That is just the reality of where we are headed. So here is what I think is coming over the next 5 to 10 years as we shift from the information age to the AI age. Love AI? Join us on free on Telegram. Link in first comment.

why does everyone recommend 3% lookalikes when Meta's algorithm doesn't even use them anymore? because most media buyers still think it's 2019. broad. always broad. let the algorithm find buyers. your job is making creative that converts them.

Few in CRO will be honest about this (but Harry is): A deeper promo is always going to win a split test. Margin & LTV-dilutive tactics are some of the only quick CRO wins that are brand-agnostic. CRO "quick wins" kill LTV. You need the judgement to avoid these tests entirely.