“AI Will Replace Your Creative Strategist”
Wait until your output looks like everyone else’s. I don’t think the creative strategist job is dead, as I keep reading over and over again. I think it’s about to become one of the hardest roles to fill. We work with brands that have a distinct look, and founders who can tell original creative from […]
If Your Meta Frequency Is Creeping Up, Look at Your Creative
If your Meta account frequency score is creeping up, you’re not alone. We’ve audited a lot of accounts over the last few weeks – ours and new ones coming through the door. And in the accounts we’ve seen with rising frequency, there’s been one thing in common: the ads look alike and the hooks are […]
The Five Metrics We Check Before Anyone Opens Ads Manager
Every morning, before anyone on my team even opens Ads Manager, we look at the same five metrics. Not because platform metrics don’t matter, but because they’re only one piece of the story. Even with attribution platforms in place, platform metrics have become increasingly difficult to trust. At one point, we tested two attribution platforms […]
Landing Pages Have Become a Much Bigger Part of Media Buying
A few years ago, we’d spend most of our time testing audiences, creatives and offers. That’s no longer enough. We’re constantly testing landing pages and on-page messaging, because that’s often where the next lift comes from. We’ve been testing different tools internally to help us launch more landing page variations without slowing the team down. […]
Channel Diversification: What I Want Working Before We Add Another Channel
We love talking about channel diversification at Bowery Boost. But before we recommend adding another channel, there are a few things I’d rather have working first. Most brands we start working with already have Meta and Google Ads running. (If we’re launching a brand from scratch, that’s a different process.) So when the question is, […]
Creative Velocity Has a Quality Problem: What Six-Figure Account Audits Keep Showing
We’ve been auditing some serious six-figure monthly spend accounts lately, and I’m starting to see the same problem over and over again. Three hundred or more new ads launched in a month. It looks like an incredibly sophisticated Meta account and creative operation. Until you look at the spend. More than half of those ads […]
What Is Creative Iteration, and How Much of Your Budget Should Actually Go Toward It?
I’ve been asked this over and over during audits lately. And I don’t think there’s one percentage that works for every account. What I can share is how we think about it. First question: do you actually have a winning concept to iterate on? To me, a winner isn’t an ad that had a good […]
Do You Actually Need an Attribution Platform? And If So, When?
I’m not sure how controversial this is, but I have opinions here, and a lot of experience. Does anyone remember Custora? They were talking about personas before personas were a mainstream thing. Around that same era, I once set up two attribution platforms at once for the same account, only to get completely different results. […]