Welcome to Intelligent Artifice, your weekly dose of insights to help you win with performance marketing in a Generative AI world.
Intelligent Artifice features hard won insights from the front-lines of performance marketing in a Generative AI world - delivered straight into your inbox. For free.
This is how we scale creative for real
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Hereโs a mistake we see even the smartest teams make: They test formats. Then they test messages. But they rarely test every message in every format. Which meansโฆ They never find the combo that actually scales. โ Some people swear by AI UGC. Others love face-to-camera TikToks. Or wall-of-text storytelling. Or memes. Or statics. โ Cool. We test all of them. But hereโs the real unlock: Test every value prop in every format.
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Because: โ Some messages sound honest coming from a selfie. โ Some land harder in wall-of-text. โ Some only work when you slow the scroll with a static. The trick isnโt guessing which message goes with which format. Itโs running the full matrix. Format ร Message. At scale. Thatโs what we do. Thatโs how we unlock breakthroughs โ not just cute ads. If youโre spending $50k+/mo and want to test and scale creative. Reply with โMATRIXโ and Iโll show you how we build scalable, systematic testing pipelines that compound. Later, Shamanth |
Welcome to Intelligent Artifice, your weekly dose of insights to help you win with performance marketing in a Generative AI world.
Intelligent Artifice features hard won insights from the front-lines of performance marketing in a Generative AI world - delivered straight into your inbox. For free.
Hey Reader โ Ever built the worldโs most profitable store on top of a volcano? Thatโs what we did. Didnโt know it at the time. Picture this. Day three of a $10k/day spend streak. Dashboardโs on fire. And not the good kind. CPAs are spiking. ROAS is cratering. The clientโs blowing up our Slack. I'm staring at the screen likeโฆ WHAT IS HAPPENING. WTF WTF WTF is this. 24 hours earlier, everything was beautiful. 48 hours earlier, we were high-fiving. Now weโre panic-pulling budgets back to...
Hey Reader Had a call with a subscription appโs growth team recently. Preparing for the Q5 CPM crash. ..the big spike in January. New Year New You etc. They wanted to go big. They were ready to scale. But they weren't feeling it. Creative tests werent translating to performance. Every week, they were trying to come up with completely new ad concepts. New hooks. New angles. New everything. 20 different ideas. 20 directions. And nothing was landing. Performance was flat. CPAs were climbing....
Hey Reader - Many moons ago, I read this book about Miyamoto Musashi. Legendary Japanese swordsman. In it, two swordsmen travel to challenge an old master named Yagyu Sekishusai. This dude was the real deal. The Shogun's weapons instructor. But he doesn't accept challenges anymore. โcos he's retired now - and aint got time for the young โuns. So instead of fighting, he sends each of them a single cut peony flower. One swordsman, a guy named Yoshioka, is insulted. He wanted a duel. Not a...