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Every week, one in-depth cross-channel paid media topic, broken down.
Each letter starts from a common belief, tests it against how the platforms really work, with sources, then says what to do instead. Written by Thomas Collaudin, and free.
4,000 advertisers and agencies already use Creaboost.
six parts
Every topic is broken down in the same order.
The outline of the in-depth articles: it starts with what many teams believe and ends with what you can check in your own accounts.
01
The common belief, and why it appeals.
What many teams think or do, and the grain of truth that makes it convincing.
02
The mechanism.
How Meta, Google or TikTok actually work: the auction, delivery, attribution, in plain words.
03
The reasons, with sources.
Every claim points to a dated source: platform documentation, published studies, expert analysis.
04
What to do instead.
The method, step by step, to apply in your account the following week.
05
The questions to ask yourself.
Three or four questions to tell whether the topic applies to you, and how much.
06
The in-depth article.
The link to the full article, with all its sources and its FAQ.
a typical issue
An issue on creative fatigue.
The outline of an issue drawn from the article on creative fatigue. Each part fits in a few paragraphs; the full article covers the rest.
Read the article →the common belief
If CPA climbs, something broke in the account.
Budget, creatives and landing page haven’t moved, so you look for a setting, tracking or an algorithm change. Those causes exist, and you rule them out first.
the mechanism
Frequency climbs and the audience cools down.
The same creative converts less with each new exposure. Meta shows it first to the people most ready to buy, then widens to colder people.
the sources
About 45% lower odds of conversion after four exposures.
Analytics at Meta’s study (May 2023) of repeated exposures to the same creative, and the “Creative Fatigue” and “Creative Limited” statuses in Ads Manager.
instead
Refresh your sequences before they run out.
Volume, diversity and specificity. And judge creatives on the whole sequence: cutting them on their last-click result alone breaks it.
the questions
How long has this sequence run without a refresh?
Have you ruled out a technical cause? Are your new creatives new concepts, or variations of the same one? Are you cutting on last click?
go further
Creative fatigue on Meta: why an ad that worked always ends up running out of steam
Thomas Collaudin’s full article, sources and FAQ included.
topics
Every paid media channel, and what ties them together.
meta
The auction, Andromeda, creative fatigue.
What the algorithm decides from your creatives, and how to steer by concept, ad set and creative surface.
google
Search, Shopping, Performance Max.
Brand and non-brand, impression share, product feeds: what grows volume without hurting CPA.
tiktok
Native creatives, Spark Ads, TikTok Shop.
What carries over from Meta, and what needs a different approach.
store
New customers, second orders, margin.
What your store says about your campaigns, beyond the ROAS the platforms report.
organic
Organic and paid, one creative system.
How your organic content feeds the concepts of your campaigns, and the other way around.
measurement
Attribution, MER, incrementality.
What each number measures, and how to split a budget across channels that all claim the same sales.
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questions
Before you subscribe.
How often does it arrive?
One email a week, one topic per email, and nothing else between two issues.
Who writes it?
Thomas Collaudin, who also writes the in-depth articles. Every issue follows the outline of his articles: the common belief, the mechanism, the sources, what to do, then the questions to ask yourself.
Read the articles →Where do the sources and examples come from?
Sources are cited with their date: platform documentation, studies published by Meta or Google, expert analysis. Account examples come from fictional brands, like Maison Lune, or from real accounts made anonymous.
Do I need to use Neo?
The newsletter is for any growth team. Its methods work by hand, or with Neo, which applies them to your accounts every week.
Meet Neo →What happens to my address?
It’s used only to send you the newsletter. To have it deleted, write to privacy@creaboost.com.
How do I unsubscribe?
Every issue has an unsubscribe link. You can also reply to the latest issue you received.
read next
The other resources, and these methods applied to your accounts.
Get a review written for your own accounts every Monday.
The newsletter breaks down one topic a week. Neo applies these methods to your accounts and prepares your decisions, with their rule and their check date.