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Jon Loomer’s Core Meta Advertising Principles for the modern era:

  1. Limit the number of campaigns
  2. Prioritize conversions
  3. Embrace algorithmic targeting
  4. Avoid removing placements
  5. Limit the number of ad sets

& don’t forget:

Meta now prefers “creative diversification” by format, angle, approach, and text. Utilize five primary text and headline options for each ad. Create very different versions of your ads within a single ad set.

Modern advertising isn’t about control—it doesn’t exist.

It’s about context—the context provided and the context around the delivery.

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A marketing checklist that any business can use:

  1. Find a channel that reliably brings in paying customers.
  2. Keep customer acquisition cost below lifetime value.
  3. Increase conversion from website visitor to paying customer.

via DemandCurve newsletter (no public archive link unfortunately)

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CuriousMarketers.(Book)Club: Unorthodoxy by Gil Gildner 📚

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What people say and do are two different things. As highlighted by this post from EMARKETER

The US consumer is in good shape, according to the CEOs of Dick’s Sporting Goods and Urban Outfitters—despite a recent dip in confidence and tariff fears.

Both retailers highlighted resilient spending in Q2

Asking a question (survey) can result in a different answer than observing behavior (sales).

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I love this quote from Liquid Death’s chief media officer:

We have a rule at Liquid Death that if you expect us to do it, we should not do it

Zig when they expect you to zag!

via EMARKETER