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.
Everyone zigged. We didn’t.
|
Hey Reader
ICYMI: Here is the latest-and-greatest from our socials
This framework makes creative iterations that actually teach you something
How to ensure creative iteration doesn’t stop before a breakthrough and from the podcast Intelligent Artifice **************** TikTok ads aren’t built to last. They spike. They crash. They vanish. Most folks accept that as the cost of doing business. So the usual playbook kicks in: ⚡ Crank up production. ⚡ Ride every trend that pops. ⚡ Test 15 new hooks before breakfast. …and while creative volume is important, that alone isnt going to save you. When we started work with Bumble sometime ago, our ads ended up staying live for 267+ days. What drove this? 1. We skipped trends: on purpose. Trends are sugar highs. They spike fast. Then crash faster. By the time you react to one, it’s already old news. So instead of chasing what’s hot… No wonder why we see poor long-term LTVs and downfunnel metrics from these. We focused on what’s true. 2. We built on proven frameworks. We didn’t just slap some footage together and hope for the best. We built every ad on the foundations of timeless direct response principles. You know: the kind that sold juicers, financial newsletters, and weight loss programs for decades. Because formulas that sell… still sell. (PS: these are the frameworks that are coded into our video intelligence agent BruteForce AI). 3. We obsessed over visual cues. Yes, hooks matter. But so does what people see in the first 3 seconds. We crafted every frame to show value before a single word is spoken. TikTok isn’t a reading platform. It’s a feeling one. So we leaned into that. The result? Ads with longevity. The takeaway? You don’t need more volume. You don’t need to chase what’s viral. You need a creative system designed to last. If you’re spending $50k+/mo and want your ads to perform long after the dopamine fades… Reply with “LONG GAME.” I’ll show you exactly how we build TikTok creative that scales: and stays. 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.
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...