"forgetting" is an understatement for what I'm about to rant about.
I work in paid social and I am have come to a realization that a lot of brands advertising on these platforms do not care about the people on the other side of the ads they put out there.
Paid social and search platforms are slowly desensitizing us to stop caring about people.
What bother me the most is the way we test ad creatives
Set a 7-day click attribution windows. Then turn off the ads if they don't hit CPA and ROAS goals in 48 hours.
What's the point of the 7-day window if we won't even let the system learn who converts within those 7 days? We're literally asking Meta's AI to optimize for behavior we won't let it observe. 😅
Almost all the advertising strategy right now are aimed and tailored for machines.
That is why we treat ad testing like some mechanical, instant-feedback process that has to work on day one!
I am tired of being programmed to think and act this way. To sell like the people benind the screen are machines.
Sometimes I wonder if we as advertisers study how we buy things ourselves?
Like, when's the last time you saw a cold ad for a brand you'd never heard of and bought within 48 hours? I can't see a scenario where this happens
The only real impulse buys left are things like candy at checkout at the local store. That's it. Everything else, especially online requires time, recall, consideration.
No matter how affordable and simple the product is. I don't care if it's a $20 widget or a hand sanitizer. If that ad is showing up in a cold audience's feed, people with zero brand awareness, zero previous exposure, zero context, expecting them to see it, click it, and convert within 48 hours is actually insane.
End of rant 😑
the crazy part is we're optimizing for platform convenience, not actual human behavior. i've dealt with this exact tension when i was building research into how people actually discover and consider products, and it's wild how disconnected the data timelines are from reality
most purchases aren't impulse, they're consideration cycles. someone sees your ad, doesn't convert, then maybe they google you later, talk to a friend, see you again somewhere else. that's the actual journey, but our attribution windows are basically screaming "convert now or you're dead to us."
the 48-hour kill switch on a 7-day window is peak machine optimization thinking. you're right that it makes zero sense :)
I'm in marketing, not advertising. But I've often said that marketers often don't know the market anymore.
Markets are basically composed of people. But lots of marketers seem to know more about technology and computers than about people and customers.
Likes used to emotions. Followers used to be people who share dreams and goals. But too many people seem to think that likes and followers are just numbers.
That type of situation has been creating opportunities for me. I'm not the best at dealing with people, but I'm often the one-eyed king in the land of the blind.
Not everyone forgot there are people on the other side. There are those who don't care about people. There are those that have no idea how to deal with people anymore.
By the way, marketing analytics are a big part of what I do. Many marketers don't know much about analytics, statistics, and ROI either. Too many marketers think that correlation implies causality, ignore potential biases, think that A/B tests are something new, etc.
Marketers ignoring the horrible impact of their campaigns on people ? Nothing new I'm afraid.
Here's a classic from the early 90's by Bill Hicks:
https://www.youtube.com/watch?v=tHEOGrkhDp0
I only have nonprofit and for purpose clients, so no, I don’t think so at all!
What does purpose clients mean?
“For purpose.” Usually a good one, other than money.
Oh like a cause?
Well, consider the fact that you’re in paid social and that most platforms are at least 30% bot profiles (if not more) are we really optimizing for humans at all??
Oh the bots!
Andromeda basically uncovered them in all their glory this year 😅
First day?
3rd year in advertising
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