3-2-1: On Over Optimizing, Scaling With Simplicity, and How to Create Winner Video Ads

Volume 1 - April 1, 2024

Volume 1 | APRIL 1, 2024

Here are 3 insights, 2 quotes, and 1 question for you this week…

3 INSIGHTS FROM MEDIABUYER.COM

“Particularly with paid social, he who has the most creatives is going to win.”

“It seems the most successful media buyers are those who are experts outside of the ad platform, understanding the basics of business and human psychology extremely well.”

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“There is a common pitfall of over-optimization. Prioritize the overall performance of the entire account or business rather than micro-managing all the KPIs for individual campaigns or ads. For example, it’s not about Google Ads hitting a 3x ROAS while Meta Ads is at 1.5x – it’s about the overall business being at the ROAS you want. By trying to get everything within KPI, you end up over-optimizing and hurting scale. This means you may turn off ads that are performing well but are outside of KPI, without realizing the entire account was within KPI.”

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2 QUOTES FROM OTHERS

Verified media buyer, Mac shares his strategy for scaling:

“Simplicity scales, complexity fails. Whenever you try to do more – e.g. more split tests, more offers, more campaigns, more creatives – it usually makes it harder to scale. One of the easiest things to do to scale is just cut back on the waste and always try to simplify.”

Source: YouTube

Entrepreneur Dean Graziosi’s secret on creating winner video ads:

“If you’re not obsessing on the first 3 sentences, then you’re missing the point. […] You need to enter the conversation already going on in the mind of your future client. You have to allow them to feel understood in a moments time. […] For my ads, I obsess completely over the hook.”

Source: YouTube