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I love a good hierarchy / process workflow for uncovering the core cause of ad performance swings, so this tweet on Google Ads is for me.

We divide Google Ads metrics into 4 levels:

Level 1: CPA, ROAS, Conversions
Level 2: CTR, CR, Clicks, Impressions, CPC
Level 3: Impression share, Quality score, Ad relevance, Landing page experience
Level 4: Keyword, ad copy, device, audience segment, geographic.

ID which level 1 metric is the problem and work down the list of related metrics in 2-4 to determine what you need to change.

In most cases, potential issues fall into 3 main areas:

  1. Account - ads, ad relevance, landing page.
  2. Market - competition, keywords, location.
  3. Website - user experience, mobile optimizations

For bonus points, set up automated alerts to react faster to performance drops.

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No rate change from The Fed this month as the committee waits to see what exactly is going to happen with the economy, just like the rest of us.

They acknowledge “Inflation remains somewhat elevated” and probably want to see what form Trump’s Trade War takes.

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Proof that the linear marketing funnel is a dinosaur

The average American spends over 3 hours per day on their phone during work. That’s 186 minutes broken down into:

  • 46 minutes on social media
  • 33 minutes texting or messaging
  • 30 minutes listening to podcasts
  • 27 minutes streaming video content
  • 15 minutes playing mobile games
  • 13 minutes shopping online
  • 22 minutes on other non-work-related activities

Work-life balance is a work-life blur when it comes to media usage.

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Creating a digital ad strategy is a balancing act of:

  • What the algorithms will reward on each platform
  • What users will respond to

Catering to either one will lead to some success.
Hitting both can lead to much success.

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“Authenticity” is mentioned a lot when it comes to content. This can be a weird word for brands. What’s an authentic piece of content from a furniture company?

I like Motion’s use of “lo-fi” instead of.

Lo-fi creative mirrors the content people consume daily—raw, unpolished, and human. It thrives on imperfection, delivering a sense of realism that highly polished ads often lack.

via Buyology

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Great work finds emotions, stories and possibility. Great work invents new boxes.

The Yellow Brick Road is mostly an illusion.

-Seth Godin

The inflection points rarely arise from answering requests.

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Is your brand a noun or a verb?

A mirror or a window?

A mission statement on the wall or values in action?

A platform or a mandate?

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Can you turn the wait into an experience?

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Change is the only thing you can rely on in digital marketing. Banner ads and social media campaigns + shifting consumer behavior and privacy regulations = something new.

via MarTech

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Businesses fail either because they leave their customers, or because their customers leave them

-Andrew Grove

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TikTok is back but I don’t see it in the Apple App Store. Basically the original idea of how the ban would work in action.

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In The Race to Replace The Clock, Instagram followed YouTube’s lead, increasing Reels length to 3 minutes.

Sounds like Snapchat, Substack, and X are (unsurprisingly) trying to coax TikTok creators to choose them.

One thing is clear, these are now entertainment platforms—the new Hollywood studios.

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From Bloomberg: Supreme Court Upholds Law That Threatens US TikTok Ban

I wrote a lot of words about it here.

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the organizing principle of digital advertising, which is the individual consumer. What Facebook — now Meta — is better at than anyone in the world is understanding consumers not as members of a cohort or demographic group but rather as individuals, and serving them ads that are uniquely interesting to them.

brands are created for cohorts or demographic groups, because they need to be manufactured at scale;

thus the opportunity for an entirely new wave of companies that were built around digital advertising and its deep personalization from the get-go.

from Ben Thompson

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[YouTube] has officially begun rolling out three-minute Shorts to all users

any vertical or square VODs up to three minutes long will now automatically count as Shorts, meaning they’ll appear on the Shorts tabs of creators’ channels and will pop up on the Shorts feed

The race to replace The Clock is on.

via TubeFilter

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2025: rise of the smartglasses?

Halliday Glasses have boarded the smart spectacles hype train, featuring “proactive” AI assistance and a near-eye display that shows information directly in the user’s field of view.

The display appears as a 3.5-inch screen in the upper-right corner of the user’s view with minimal obstruction

The near-eye display is supported on both prescription lenses and if no lens is used at all. The displayed information isn’t visible to other people and can be controlled using either voice commands, frame interface controls, or a ring that features a built-in trackpad.

The number of in-optics display announcements is accelerating.

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Soliddd’s scientifically formulated and user-tested virtual reality smartglasses are lightweight and feel like normal eyeglasses. SolidddVision provides the first true vision correction—and, indeed, sight restoration for those living with vision loss due to macular degeneration.

The smartglasses use Soliddd’s unique and proprietary lens arrays, which resemble a fly’s eye, to project multiple separate images to the areas of the retina that are not damaged. This allows the brain to naturally construct stereopsis (the making of a 3D image in the brain) and a single full-field image with good acuity that feels like normal, in-focus sight.

We’ve already hit the point of wearable-tech-as-health-improvement-device with glasses.

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Rory Sutherland with a truth bomb:

People don’t necessarily know what they want.

Economists certainly don’t know what’s good for people.

Marker research isn’t a reliable way to discover unmet or untapped needs. Because the unmet needs are often unthought and therefore unspoken.

Looking at people’s past behavior is naturally constraining because it only shows what people do under situation and choice frame X. Not what they might do under choice architecture Y.

All 3 of the means we use to predict the future in terms of human behavior are deeply incomplete and therefore what we need to do is hypothesize more and experiment more.

The customer is always right. They just don’t necessarily know what the question is.

Test & improve.

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We’re about a week out from a potential TikTok ban taking effect in the US and it seems like there’s still a lot of fuzziness about how that actually gets implemented.

App stores will have to remove it.

But will ISPs have to block it?

Does the company turn off the computers and lock the doors?

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NBC News—part of the network that was home to late night hosts from Johnny Carson to David Letterman—have a story on how podcasts are becoming the new talk show.

YouTube, which has become a leading destination for podcast consumers in recent years, said that viewers watched more than 400 million hours of podcasts per month on their TVs in 2024.

Why do podcasts work so well?

They’re free from the restraints of the linear commercial break and TV Guide schedule. And digital platforms allow for community.

“What video podcasts give you is a comment section, and you can plant a flag for a community there in a way that’s sort of disappeared from TV,”