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.
How to be dangerous in January
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Hey Reader True story. A fitness brand told me last week they're thinking of waiting until January to start testing. And I just... paused. I get it. January is the promised land, right? Everyone's motivated. Credit cards are out. "New Year New Me" is in full effect. But that's exactly the problem. January is GO TIME. The buyers are ready. The intent is through the roof. People are actively looking for what you sell. And if you're still "testing" during all that? You're warming up while everyone else is printing. You're doing jumping jacks in the locker room while the game is happening on the field. The BEST time to start testing was October. But if you missed that? You've still got time. Right now. Here's what I told them: The point isn't to be profitable right now. The point is proof of direction. You either learn you've got something that works — and you scale hard in January. Or you learn the fundamentals need work — and you save yourself from burning cash in Q1 without clarity. Either way, you go into January with data, direction, and confidence. Not guesses. Lincoln said something about spending 5 hours sharpening the axe before chopping down a tree. This is that. Right now. If you've got a subscription, fitness, wellness, or any kind of "New Year New You" offer... Don't wait for January. Hit reply and say "JANUARY" if you want me to show you how we'd set this up for you. Talk soon, Shamanth PS - Some goodies from our socials: How to get insights from your losing ads I think I’ve cracked Andromeda with AI ads How this top-grossing headshots app anticipated the next leap in AI photo generation 𝐖𝐞 𝐬𝐡𝐢𝐩 𝟏,𝟎𝟎𝟎+ 𝐚𝐝𝐬 𝐰𝐞𝐞𝐤𝐥𝐲 𝐮𝐬𝐢𝐧𝐠 𝐟𝐨𝐮𝐫 𝐀𝐈 𝐚𝐠𝐞𝐧𝐭𝐬. Web-to-app changed the entire creative testing economics for this kids’ app. Why weekly testing keeps teams aligned (and prevents “why did we make this?” moments) What we learn from history is that we dont learn from history. This is the breakthrough that made AI headshot generation possible |
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.
Hi Reader - “How did you go bankrupt?” “Two ways. Gradually, then suddenly.” That’s Hemingway. 1926. Accounts are the same way. Some crash overnight, some bleed out over weeks while you sit there thinking everything’s fine. Same cause either way: staring at the wrong numbers while the whole thing quietly falls apart. We've come close to the brink on 3 accounts. Each time, the warning signs were there for weeks. Each time, we nearly missed them. The overnight crash. Account cruising at...
Hey Reader - Client calls us. ROAS is down. Nobody knows why. Welcome to subscription apps. It's fun here. Here's the thing. You only see trials. That's it. That's what Meta shows you. Whether those trials become paying customers? That data lives in some other system. Shows up days later. Sometimes weeks. So when ROAS tanks, you're staring at a dashboard that's basically shrugging at you. 🤷🏻♂️ But wait. It gets even more fun. Even when that conversion data finally rolls in, you can't just say...
Hey Reader - I've scaled multiple products to $100k/day in ad spend. You know what's funny? All that stuff everyone argues about on Twitter? All those LinkedIn bro 'hacks'? Cost caps vs bid caps. CBO settings. The latest targeting hack. Nobody at $100k/day is having those conversations. They're playing a completely different game. Here's what that game actually looks like. 1. They're always testing the next channel before they need it. Meta and Google are great until they're not. Algorithm...