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You may have heard the Google Ads rule of thumb that you need 30 conversions before changing your bid strategy to Maximize Conversions. That’s not entirely true.

Max conversions can work on fewer than that. Target CPA or Target ROAS on the other hand, wait for 30.

per a Google Ads rep

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Sending a free copy of something to garner attention?

Send 2

Make it easy to share. Make it easy to spread.

Those who want to share it will identify the right audience better than you will.

via Josh Spector

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Wired: Threads?
Tired: TikTok?

Threads is continuing to grow, having tripled its downloads month-over-month in December

TikTok is still a massively popular app but its growth has started to slow amid consumer complaints that TikTok Shop is ruining the app’s experience.

via TechCrunch

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Meta has started rolling out its “first generative AI-powered features for ad creatives in Meta’s Ads Manager”

  • Background Generation: Creates multiple backgrounds to complement the advertiser’s product images
  • Image Expansion: Seamlessly adjusts creative assets to fit different aspect ratios across multiple surfaces, like Feed or Reels
  • Text Variations: Generates multiple versions of ad texts based on advertiser’s original copy

2 big questions for marketers:

  • Will we be able to opt-out?
  • Will we be able to approve, or at least nudge, the outputs?

I’m hearing the answer to both might be “no”

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From Growth Hacks Weekly:

Dangle the carrot!

Outcomes > Features

The formula is 🥕 + How = $$$

Customers don’t want to know what you’re selling. They want to know what what you’re selling will do for them.