Double Your Ad’s Lifespan
💰Expand your appeal and refresh your approach, Google’s Latest Ad Features Updates, and more.
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In this newsletter, you’ll find:
💰 Double Your Ad’s Lifespan
🔍’Google’s Latest Ad Features: Search Max and ‘Source’ Column Updates
🔍 Ad of the Day
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💰 Double Your Ad’s Lifespan
Ads don’t stop performing because of “fatigue.” They stop because they’re not appealing to enough viewers. The fix? Expand your appeal and refresh your approach. Here’s our simple playbook for doubling the life (and revenue) of your winning ad.
🔍 1. Broaden Your Hook (Frequency > 2)
When frequency climbs above 2-3, Facebook is showing your ad to the same people repeatedly. This often means your hook only resonates with product-aware buyers—just 2.5% of your potential audience.
💡 The Fix: Broaden your messaging to attract colder audiences:
• If your ad talks about your product: Pivot to the problem in your hook.
• Example: From “Our serum is the best” → “How to get rid of acne.”
• If your ad talks about the problem: Pivot to core desires.
• Example: From “How to get rid of acne” → “Gain back your confidence.”
This approach unlocks problem-aware and solution-aware audiences, massively expanding your reach.
🔄 2. Iterate and Refresh (Frequency < 2)
If your frequency is low, your angle is strong, but your creative needs a boost. Refresh your ad with these steps:
• Revamp the Hook: Update visuals or reframe your opening message.
• Optimize for Drop-Offs: Replace sections where viewers lose interest with more engaging B-roll or cuts.
• Test New Talent: Use the same script but with different actors to connect with new demographics.
• Change Formats: Repurpose your angle into different creative types:
• Static images
• Podcast-style ads
• Street interviews
Different formats reach different viewers, keeping your ad engaging and scalable.
🔑 The Takeaway: Scaling Is About Adjustments
Ad fatigue isn’t the end—it’s an opportunity.
• If frequency > 2, broaden your hook to appeal to problem-aware or colder audiences.
• If frequency < 2, refresh the visuals, talent, and format for stronger engagement.
By expanding your audience and diversifying your approach, you’ll extract more value from every campaign. Remember: ad fatigue is just a sign you’re ready to scale.
Google’s Latest Ad Features: Search Max and ‘Source’ Column Updates
Insights from SEL
Google Ads is refining its ad tools with two key updates—testing a potential “Search Max” feature for smarter ad performance and introducing a “Source” column in Performance Max Search Terms Insights.
The Breakdown:
Search Max Spotted: A new “Search Max” feature has been seen in match type reports. It combines Search Term Matching and Text & URL Optimization, potentially improving conversions and simplifying ad creation.
Limited Details: While Google hasn’t officially commented, experts like Mike Ryan suggest this could be an evolution of the 2021 “Smart Matching” test.
‘Source’ Column for Transparency: A “Source” column has been added to Performance Max, showing why ads are triggered under specific search categories giving advertisers deeper insights into how campaigns align with targeting goals.
Accessing the Source Column: To view this feature, navigate to Campaign > Insights and Reports > Insights > Search Terms Insights > Search Category. It offers clearer reasoning for ad-serving decisions, aiding optimization.
Google’s updates reflect its commitment to automation and transparency, giving advertisers tools to refine strategies and boost performance. By bridging gaps between ad triggers and campaign logic, these features could reshape how campaigns are planned and executed.
🔍 Ad of the Day
What Works:
The ad effectively uses a clean and organized layout, directing attention first to the bold headline “Put Tasty on Repeat” and then to the offer details and products. The product packaging stands out, reinforcing brand recall.
Offering a 35% discount with Autoship immediately attracts value-driven buyers and emphasizes convenience, catering to busy pet parents looking for consistent, hassle-free meal options for their pets.
What could be Better:
While the ad highlights the nutritional aspect, it could expand on flavor variety or product range to appeal to pet owners with picky eaters or multiple pets. A subtle mention of different flavors to keep your pet excited could make it more engaging.
Broader Insights:
Convenience-driven offers like Autoship tap into modern consumer behavior, aligning with subscription-based trends while ensuring brand loyalty.
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