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Good morning.
Totally, you get it, we just post the TikToks and they go viral. đ
Hereâs what youâll be reading today:
Here we go. đ
đ Your ad account doesnât need content fast. It needs content every week.
Most brands stall between batches, when the last round of creative is spent and the next one isnât ready.
Since Metaâs Andromeda update, the algorithm rewards new concepts and new faces. A batch of 16 videos exhausts in weeks, and then itâs another round of briefs, outreach, and chasing.
Insense turns creator content into a monthly flow:
Book a free strategy call by October 30 and get $200 toward your first campaign.
P.S. Q5 rewards brands that keep fresh creative coming after the Black Friday rush. Go in with a cadence, not a single shoot.
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đş More of TikTokâs ad money is heading to YouTube (and Pinterest)
ICYMI: Meta blocked ByteDance-owned companies from advertising on its platforms and also restricts third-party ads that send people to ByteDance properties like TikTok Shop. So⌠TikTokâs been moving its budget elsewhere.
Between October 9th and 16th, YouTube went from 9% of TikTokâs ad spend in early October to 17%. Pinterest went from 3% to 9%. Mobile-app ad networks still get the most, at 58%.
The block covers seven markets, including the U.S. and Canada.
If Meta has been one of your traffic sources for TikTok Shop, check those campaigns now. You may need to move that spend to YouTube, Pinterest, TikTok itself, or another channel.
âď¸ ChatGPTâs gonna start rewriting your ads October 29
OpenAIâs turning on creative enhancements for new and existing ChatGPT campaigns if you donât opt out. Itâll use your ads and landing pages to rewrite headlines and descriptions, translate copy, resize images, and change destination pages, and the versions it creates can run without anyone on your team ever reviewing them.
If you want full review control, you need to opt out in Ads Manager before the 29th. Itâs also a good time to make sure your landing pages are up to date, since thatâs what GPT would be pulling from.
Another quick note, ChatGPT Ads also just expanded to 26 more countries and is now live in 89 markets.
đ Donât give shoppers a price scare at checkout
The last thing you want to do once youâve got a prospect ready to hit buy now is scare them away⌠Your product page does the heavy lifting to make them want what youâre selling, then the cart puts a number on it and hopes that the shopper's interest holds strong.
@DaveDiederen shared an example of a cart that keeps the value in view. Free shipping is confirmed, the original price sits next to the sale price, and free gifts show up with their own images and crossed-out prices. Total savings appear above checkout, with a 90-day guarantee and a âSecure Checkoutâ button below. Peek the screenshot here.
Add something to your own cart and see what your shopper will see carried over from the PDP. You want them to still be able to see what theyâre getting, what theyâre saving, and what protection comes with the order.
đľď¸ Google has an ad library too
Super quick last one to end the news stack today.
You probably know that you can search brands on Facebook/Meta Ad Library (if you didnât, go check it out now). But did you know thereâs one for Google too?
If you want to spy on what your competitors are pushing there, you can search for them on the Ads Transparency Center. Happy sleuthing!
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đ 5 weeks left to Black Friday: Add a sticky add-to-cart bar
Each week leading up to Black Friday, weâre sharing one relatively simple CRO test operators can launch before Q4 traffic peaks. These tests can help teams remove purchase friction now, then carry the winning experience into their highest-volume weeks.
Long product pages can answer important questions, but they can also separate interested shoppers from the purchase button. âšď¸
On Moodiâs mobile PDP, customers who scroll past the main product section have to return to the original buy box before they can add the product to their cart.
Pilothouse recommends adding a sticky footer with product selection and an add-to-cart button that follows the shopper down the page.
This keeps the purchase action accessible while customers read reviews, explore ingredients, or check shipping details. It may reduce the need to scroll back up and help convert shoppers at the moment they have enough information to buy.
How to run this CRO test:
This test is especially useful for products with detailed education, comparison sections, long review feeds, or several customer objections to address.
Can shoppers add to cart while reading the bottom of your PDP? Hit reply to the newsletter and let us know!
đ§ Your best email segment might be older than you think
How far back are you willing to go to find your next customer?
On the latest TWBERP, Jordan Gordon shares new segmentation research looking at what happens when brands expand their campaign audiences using different engagement signals.
One of the strongest signals was also one of the simplest.
Previous purchases.
When Jordan expanded the placed-order window to reach buyers further back in the customer file, the brand generated significantly more revenue while taking only a relatively small hit to engagement.
That tradeoff looked much better than expanding based on signals like true opens, which added almost no revenue while meaningfully lowering engagement.
For Jordan, it reinforces an important segmentation principle. Past behavior can help predict future behavior, and someone who purchased a long time ago may still be more valuable than a recent opener who has never bought.
âśď¸ Watch here | đ§ Listen on Spotify
đˇď¸ Your customers are hunting for discounts. What's your Q4 plan? Beyond the Discount reports what 700+ shoppers look for after the first discounted purchase. Learn how to earn loyalty and download the free report here. *
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