Brand campaigns are the flyer guys that hand you a flyer as you walk into a pizza place. Great attribution, low value

I would love to work with a luxury brand in 2025 and only run studio-quality YouTube Ads. No 7DC, just good marketing.

Google Ads Specialists: let’s proactively exclude all mobile game apps from our campaigns, we don’t want those bad placements. Applovin: hold my beer

Expensive clicks are “higher value” because they are warmer audiences.

Would love to chip in here with some of my own YouTube experience: 1. YouTube is much more like tv and much less like Meta than advertisers care to admit. Click-based attribution is not (really) a thing. 2. Views don’t say much!! So many people listen to music/podcasts on

Will 2025 be the year brands realize that “customer acquisition” doesn’t only relate to new customers?

Most e-commerce brands shouldn't have a welcome discount. It looks like your best Klaviyo flow or discount mechanism, but it's correlation, not causation. People decided they wanted to buy from you, then went looking for a discount. You're diminishing your contribution margin.

something a lot of e-commerce brands get wrong about incrementality: incremental doesn't necessarily mean new customer, and a new customer conversion doesn't necessarily mean incremental.

Creative strategy was called “making good ads” before it got popular.

under the motto of "calling it what it is"... Mike Ryan just called P-Max "Pay-Max" on his webinar and he couldn't be more right. 😂

Our new client was hesitant to turn off their full-built P-Max because Display & YouTube showed so many conversions… (Using the Mike Rhodes P-Max script) Turned it off 3 days ago. Contribution margin is up 15%. Contribution $ are up 22%. #googleads

Brands that have dedicated acquisition products will do better on tCPA instead of tROAS. The goal of tROAS is to bring you higher-value customers over time so Google can sell more ad space to other advertisers. tCPA is more stable and more scalable. #googleads

Is cost-per-brand-search the key soft metric when running YouTube Ads?

Unpopular opinion: I think we overestimate the amount of tasks AI will do better than humans. Faster? Yes. Cheaper? Yes. Analyze huge chunks of data? Yes. But look at what AI is already doing for SEO: Huge volume of very cheap, very mediocre content.

Those who can, do. Those who can't, tell you they can do it better than anyone in YouTube ads to sell you their online course.

Facebook ads question: Who tested cost caps/bid caps without exclusions, optimizing on a new customer purchase event before? Feel like the signal from existing customers could be really valuable in decreasing CPA. Also, am I still allowed to say Facebook ads?

"creative volume is the answer to everything"... That's the equivalent of you going to your doctor & his answer on everything is: "More movement & veggies."

“YouTube Ads on tv screens” is the most underrated ad placement right now.

Wondering whether all creatine gummy brands are quietly freaking out right now.

Really enjoyed listening to E050 of MarketingOperators on AI agents (among other things) but I also feel it missed the point about AI. A lot of AI agents I see, involving the ones discussed, follow simple pre-set decision trees. But let’s look an example from “AI” in Chess: The