Ad and Mobile Performance

𝟰𝟵% 𝗱𝗲𝗰𝗶𝗱𝗲 𝗻𝗼𝘁 𝘁𝗼 𝗯𝘂𝘆 𝗳𝗿𝗼𝗺 𝗮 𝗯𝗿𝗮𝗻𝗱 𝗮𝗳𝘁𝗲𝗿 𝘀𝗲𝗲𝗶𝗻𝗴 𝘁𝗵𝗲 𝘀𝗮𝗺𝗲 𝗮𝗱 𝘁𝗼𝗼 𝗺𝗮𝗻𝘆 𝘁𝗶𝗺𝗲𝘀. 𝘉𝘦𝘤𝘢𝘶𝘴𝘦 𝘵𝘩𝘦𝘺 𝘳𝘦𝘮𝘦𝘮𝘣𝘦𝘳𝘦𝘥 𝘪𝘵 𝘪𝘯 𝘵𝘩𝘦 𝘸𝘳𝘰𝘯𝘨 𝘳𝘦𝘨𝘪𝘴𝘵��𝘳. Here's a thing to consider: your campaign might not have failed at the creative level. It crossed a neuropsychological threshold, and nobody noticed until the brand tracking data came back. Here's what neuroscience actually says about ad repetition: The brain's default response to repeated stimuli is called 𝗿𝗲𝗽𝗲𝘁𝗶𝘁𝗶𝗼𝗻 𝘀𝘂𝗽𝗽𝗿𝗲𝘀𝘀𝗶𝗼𝗻. The salience network fires strongly on first exposure. By the fourth or fifth, the signal has dampened. The brain has filed it under "known and unimportant." Familiarity without continued relevance is just background noise. But there's a counterintuitive correction from the industry data: Kantar's tracking across thousands of campaigns found no evidence that strong ads wear out. Analytic Partners, analysing over 50,000 creative executions, found the same. The fatigue driving premature creative rotation is usually the agency's — not the consumer's. The brain doesn't tire of what it finds valuable. It tires of being underestimated. What the science actually tells you to do: • 𝗦𝗽𝗮𝗰𝗲 𝘆𝗼𝘂𝗿 𝗲𝘅𝗽𝗼𝘀𝘂𝗿𝗲𝘀. Distributed repetition across weeks outperforms daily bombardment for long-term recall. Memory consolidation happens in the gaps — not during them. • 𝗩𝗮𝗿𝘆 𝗲𝘅𝗲𝗰𝘂𝘁𝗶𝗼𝗻, 𝗻𝗼𝘁 𝗺𝗲𝘀𝘀𝗮𝗴𝗲. Same brand idea, different visuals or format. Variation resets novelty without sacrificing familiarity. • 𝗗𝗼𝗻'𝘁 𝗿𝗼𝘁𝗮𝘁𝗲 𝘄𝗵𝗮𝘁'𝘀 𝘄𝗼𝗿𝗸𝗶𝗻𝗴. If your tracking shows the ad still performs, the case for changing it is yours to justify — not the consumer's demand. • 𝗪𝗮𝘁𝗰𝗵 𝗳𝗼𝗿 𝗰𝗼𝗻𝘁𝗲𝘅𝘁 𝘀𝗵𝗶𝗳𝘁𝘀, 𝗻𝗼𝘁 𝗷𝘂𝘀𝘁 𝗳𝗿𝗲𝗾𝘂𝗲𝗻𝗰𝘆. Wear-out accelerates when ads interrupt goal-directed behaviour. Intrusive formats trigger aversion faster than high frequency alone. Memory can now be predicted with AI...just from the image/video! Check it out here: https://lnkd.in/enRaK-_P The image is from this article: https://lnkd.in/ehHprhsN #Neuromarketing #Advertising #BrandStrategy #ConsumerNeuroscience #

🔥 I burned ₹10 lakhs testing campaign structures on Meta Ads—here’s what I learned (and what actually works). Over the past 3 months, I’ve tested multiple campaign structures on Meta Ads. Call it “testing” or “wasting” – but it taught me one game-changing lesson. Here’s What I Tested: 1️⃣ Broad Campaign with Advantage+ Audience Enabled ▪️ Ad sets by creative theme. ▪️Concerned that spend might favor engaged audiences (e.g., website visitors), I moved to the test#2. 2️⃣ Broad Campaign with Original Audience (No Advantage+) ▪️ Ad sets by creative theme. ▪️ Outcome: Spend distribution across engaged audiences was the same as in Point 1. ▪️Hence, no delta benefit. 3️⃣ Advantage+ Shopping Campaign (ASC) + Broad Campaign ▪️ Idea: Identify winners in the broad campaign and scale them in ASC. ▪️ Reality: Marginally better performance with ASC but lower scalability due to a lack of creative freshness in ASC at scale. 4️⃣ Broad Campaign (Interests + Lookalikes) ▪️Hypothesis: Interests and LAL might perform better. ▪️Outcome: No significant performance improvement, even at scale. 5️⃣ Broad Campaign (Excluding Website Visitors) + Dedicated Website Visitors Campaign ▪️Hypothesis: This structure would improve efficiency. ▪️Outcome: Performance tanked. Meta’s machine learning thrives on frequency for conversions. The result? Nothing. No significant difference. Here’s what actually matters: ✅ Your creatives. Instead of overcomplicating campaign structures: ✅ Keep it simple. ✅ Focus 80% of your energy on testing creatives (hooks, angles, messaging). ✅ Use ASC only for catalogs or specific setups. ✅ Launch creatives by theme in a single broad campaign with ad sets aligned. ✅ Avoid remarketing campaigns unless you have a specific offer/messaging to hammer home. Summary: Stop chasing the perfect campaign structure. Start obsessing over creative quality. Note: - This learning applies to direct purchase campaigns on the web. - I’ll share separate insights for app campaigns in another post. What’s your take on this? 👇 #performancemarketing #metaads #fbads #campaignstructure

5-Minute Website Audit: Check Your Mobile Friendliness Why Mobile-Friendliness Matters in SEO With Google’s mobile-first indexing, your site’s mobile version is the main focus for rankings. Mobile-friendliness impacts page speed, user experience, and accessibility, making it crucial for engagement, better rankings, and a broader reach. Using the Mobile-Friendly Test Tool Google’s Mobile-Friendly Test is free and easy to use. By entering your URL, you get a report on mobile usability issues, including text readability, tap target size, page speed, and design responsiveness—all key for mobile interactions. Key Mobile Optimization Concepts -Responsive Design: Adjusts layout to fit all screen sizes, improving accessibility. -Page Load Speed: Faster loading enhances retention and SEO; optimize images, scripts, and servers. -Tap Targets & Navigation: Easy-to-tap buttons and intuitive navigation prevent misclicks. -Text Readability: Fonts should adjust for clarity without needing zoom. -Challenges in Mobile Optimization -Responsive Design Complexity: Converting to responsive design may require significant changes. -Load Speed Optimization: Mobile networks are slower, so optimizing speed is challenging. -Aesthetic vs. Functionality: Balancing visuals with fast performance. -Cross-Device Testing: Testing on multiple devices and browsers is crucial but time-intensive. Running the Mobile-Friendly Test -Visit the Tool: Enter your URL on Google’s Mobile-Friendly Test page. -Run the Test: Click “Test URL.” -Review Results: View mobile-friendliness and address any issues, like small text or crowded elements. Strategies for Mobile Optimization -Responsive Frameworks: Use Bootstrap or Foundation for adaptable layouts. -Image Compression: TinyPNG and similar tools reduce image sizes for faster loads. -Simplified Navigation: Large, clear buttons and straightforward menus. -Prioritize Key Content: Show critical info above the fold for visibility. -Optimized Font & Spacing: Use at least 16px font with ample spacing. Benefits of Mobile Optimization -Higher SEO Rankings: Google rewards mobile-friendly sites. -Better User Experience: Smooth navigation lowers bounce rates. -Higher Conversions: Improved mobile experience encourages actions. -Broader Reach: Mobile optimization expands accessibility. -Competitive Edge: A seamless mobile experience sets you apart. Conclusion Optimizing for mobile is essential. Regularly run Google’s Mobile-Friendly Test to catch issues early and keep your site competitive. NEXT STEPS -Test mobile-friendliness regularly -Implement responsive design for flexibility -Monitor mobile performance. Consider professional audits if challenges persist. #MobileSEO #MobileFriendly #WebsiteOptimization

PSA: If your performance marketer is running PPC campaigns based on category or brand structures, they may not be delivering true ROI. Why? It’s simple. When products with mixed margins are bundled into a category or brand structure (on platforms like Google or Meta Advantage Plus), the platforms treat all products equally, regardless of their profitability. This allows them to optimise for their shareholders (Google and Meta), not for your actual margins or true ROI. Here’s an example: Product A: A Nike Sneaker with a 30% gross profit margin ($30) Product B: An On Running Sneaker with a 20% gross profit margin ($20) Let’s say you sell $100,000 of sneakers from this ad budget. In the first scenario, if Google and Meta are optimising for volume, they may allocate 80% of the budget to Product B (lower margin), and only 20% to Product A (higher margin). As a result, you end up with a $22,000 gross profit. But what if you allocate 80% of the budget to Product A and 20% to Product B? Now, the ad platforms are focused on maximising profit, not just volume. This shift leads to a $28,000 gross profit, a $6,000 difference simply by adjusting where the budget goes. The takeaway? If you're not aligning your ad spend with your product margins, you're likely leaving money on the table. If you're ad manager is resistant to changing campaign structure to boost profitability, a tough conversation needs to be had imo 👀

20,000 products. One campaign. No structure. We reviewed a home & garden retailer earlier this year with a massive catalogue of over 20,000 SKUs. Their Shopping setup? One PMax campaign. No segmentation. No product grouping. No prioritisation. Everything was lumped into a single pot and left to automate. The assumption was that Google will figure it out. It can see what is converting and what not, and it will naturally prioritise ad spend on the products most likely to drive sales. What happened? > High-spend products with weak returns >No clarity on what was actually being purchased >85% of the catalogue had nothad a single click for the past 3 months Smart Shopping isn’t a strategy. It’s a setting. Here’s what we changed: > Campaigns split by margin, stock levels and competitiveness > Feed rules to exclude low-volume, unprofitable SKUs > Tiered campaign structure built around commercial priorities Within 3 months: > Non-brand ROAS up 42%. > Wasted spend cut by £6K. > And finally, a clear view of which products were driving performance. If you're running a large catalogue without structure, you’re flying blind.

Growth like this doesn’t happen by accident 📊 From January to June, here’s how performance evolved: Google-attributed revenue: $63K → $152K (+141%) ROAS: 1.88 → 2.94 (+56%) CVR: 0.67% → 1.83% (+173%) The only thing better than scaling? Scaling while improving ROAS drastically. How did we do it? Streamlined campaign structure - we consolidated to help Google’s algorithm learn faster and allocate budget more efficiently. Refined creative + keywords - we cleaned up low-performing ad copy and keyword clutter to improve click-through rate, which ultimately helped boost CVR. Launched campaigns around new product launches - we built dedicated ad/asset groups to match intent and generate momentum. Scaled what worked - we doubled down on the top-performing campaigns that were already showing strong signals. The result? A significant leap in both efficiency and scale, without sacrificing ROAS. A reminder that small, focused shifts in strategy can drive massive performance gains when executed with intention.

Google Ads just ended the "black box" era of Performance Max. 📦 This week, Google rolled out Channel Performance Reporting for PMax campaigns. Until now, PMax has been a blended-metric campaign. We had to analyze performance as a whole, making it difficult to isolate which assets were working on which channels. We can now see metrics like cost, conversions, and conversion value broken down by the specific channel: YouTube, Display, Search, Discover, Gmail, and Maps. Why This Matters: This new data allows us to be surgical. 🎯 The biggest win is for creative strategy. We can now definitively see: - Video vs. Static Performance: Is our video asset driving conversions on YouTube, or is it ineffectively spending budget on the Display network? - Asset Allocation: We can now analyze if creative built for YouTube is outperforming creative built for Display and refine our asset mix accordingly. - Strategic Budgeting: If we see Search is driving 90% of the conversions, we can now have a data-backed discussion about creative resourcing and budget, rather than relying on blended CPAs. This transparency is a major development. It moves PMax from a "trust the algorithm" campaign to a strategically manageable one. We're already analyzing this new report for all our clients to refine holiday creative.

Performance Max negative keywords are finally here 🤩 . This changes the game completely. You can now exclude specific search terms across both Search and Shopping inventory - giving you actual control over query matching for the first time. This unlocks real campaign optimisation: - Easily exclude branded keywords - Block irrelevant queries that were eating budget - Stop showing for competitor terms - Prevent overlap between your pMax and standard shopping - Actually segment your products between campaigns The implications are massive. You can now build proper campaign hierarchies in pMax, segment by user intent, and stop that endless waste of budget on poor matches. This is still in beta. Some limitations: - No negative keyword lists yet (they're coming) - Only works on Search and Shopping inventory - Have to add terms one by one for now But even with these constraints, this is the control advertisers have wanted since pMax launched. The ability to exclude irrelevant queries alone will boost ROAS significantly. Smart advertisers will use this to build proper campaign structures targeting different stages of the funnel. This is the beginning of pMax becoming a truly viable replacement for standard shopping and search campaigns. The future of Google Ads is becoming clear.

How to tackle creative fatigue like a pro When ad performance is dying... Campaign fatigue is the hidden enemy of ad performance Your audience sees the same ads too often, and BOOM—engagement drops, costs rise, and your campaigns lose momentum But here's the good news: it’s fixable Let’s break it down --- 1. Refresh your creatives regularly Add new creative variations every day Switch up headlines, visuals, and formats Keep it fresh with new concepts Creative burnout happens fast Keep things fresh to stay ahead --- 2. Broaden your audience Expand targeting to reach new groups Add new audience types to the mix Scale with broad and worldwide targeting Don’t limit yourself—expand your horizons --- 3. Leverage Advantage+ Shopping Ads ASC+ rotates creatives better Add 20+ creatives per campaign Never pause creatives, just keep adding new ones Let the tools do the heavy lifting for you --- 4. Test your creative variations Try different video types: lifestyle, product close-ups, testimonials Use at least 3 out of 20 types Experiment with personas and characters Testing keeps your content dynamic and relevant --- 5. Play with emotions and urgency Inject humor to connect with your audience Create urgency to drive immediate action Clearly highlight the benefits your product brings People engage when they 𝘧𝘦𝘦𝘭 something. --- To wrap it up: Campaign fatigue isn’t a death sentence—it’s just a sign to shake things up Refresh your creatives, broaden your audience, and test constantly If your CTR is dropping, or CPC is creeping up—fix it now I hope this helps you crush campaign fatigue! Feel free to save this and share it with your network Thanks for reading! ❤️

Most websites aren’t losing traffic because of poor content. They’re losing it because they’re not built for how people actually browse today. Think about it the majority of your audience is visiting from their phones. Yet most websites are still designed with desktop in mind. That gap is where most businesses lose visibility and trust. Google’s shift to mobile-first indexing changed everything. It’s no longer just about keywords and backlinks it’s about user experience, speed, and accessibility. If your site loads slowly, if buttons are hard to tap, if text isn’t readable users leave. And when users leave, Google follows. Mobile SEO isn’t just about getting ranked; it’s about creating a frictionless experience for your visitors. Because every second of load time, every awkward layout, every unreadable font costs you potential leads and credibility. That’s why optimizing for mobile has become non-negotiable. Here are 11 Mobile SEO Optimization Strategies that actually make a difference: – From responsive design and faster load speeds – To better navigation, AMP, and image optimization – To schema markup, mobile keywords, and caching Each one is designed to make your website faster, cleaner, and easier to engage with on every screen size. The truth is, your website doesn’t just need to rank it needs to perform. Because in 2025, people don’t just search they experience. And that experience begins and ends on mobile.