The Signal to Noise Ratio
🧠An Audit of your ad account like you’ve never done, BNPL Isn’t Optional Anymore, It’s a Revenue Lever and more!
Howdy Readers 🥰
In this newsletter, you’ll find:
🧠 The Signal-to-Noise Ratio of Your Ad Account: An Audit You’ve Never Done
🧾 BNPL Isn’t Optional Anymore, It’s a Revenue Lever
🏆 Ad of the Day
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🧠 The Signal-to-Noise Ratio of Your Ad Account: An Audit You’ve Never Done
Most ad accounts look like scrapbooks, cluttered, chaotic, and full of noise. Too many ads, not enough signal, with teams stuck in launch mode instead of learning mode. The brands that scale smart don’t operate like that, they treat their accounts like trading desks.
Every asset is a position, and if it doesn’t beat the benchmark, it’s gone. This is your S:N audit, the one you’ve ignored, but can’t afford to anymore.
Step 1: Run a Monthly Signal Audit
Ask this:
“What % of revenue in the last 30 days came from what % of active creatives?”
Most accounts? 80% of revenue comes from 10–15% of ads.
Here’s your 3-tier filter:
You just found your creative deadweight.
Step 2: Clean to Compound
Most teams avoid cutting, so they keep bloating. But 18 underperformers at $75/day bleeds over $40K a year with no return. One DTC brand ran a simple audit, killed the waste, and reallocated into 4 evergreen winners, ROAS jumped 21% with fewer ads, not more.
Step 3: Prevent Noise Before It Hits
Don’t test everything—test what earns the budget. Neurons lets you simulate attention flow, emotional clarity, and memorability before your ad ever goes live. You can book a free demo here. It’s the difference between launching blind and launching with a signal built in.
Mental Model: Treat Your Ad Account Like a Portfolio
Each ad is an investment. Each dollar is a bet on performance. Each round of data is a signal to shift or scale. Kill what lags early, don’t get emotional.
And when something’s winning? Lock it in and let it run.
Final Word
You don’t need 42 ads running, you need 4 that pull like gravity. High signal-to-noise means stronger ROAS, clearer data, and faster iteration. That’s how sharp operators scale creative like capital, not chaos. Make this your default. Then watch your bottom line respond.
🧾 BNPL Isn’t Optional Anymore, It’s a Revenue Lever
As economic pressure mounts, Buy Now Pay Later (BNPL) is quietly reshaping consumer expectations, ad performance, and brand strategy. The data is clear: ignoring it could mean leaving serious conversions on the table.
The Breakdown:
1. BNPL Drives Conversions Hard - 93.3M U.S. shoppers will use BNPL in 2024, and it already powers up to 20% of online holiday purchases. Klarna reports 30–35% conversion lifts, Affirm sees 87% higher AOVs, and Stripe says two-thirds of BNPL users are net-new, not just switching payment methods.
2. It’s a Gen Z & Millennial Must-Have - Younger shoppers aren’t avoiding spending, they’re avoiding credit card debt. 48% of Gen Z planned to use BNPL over the holidays, and 34% say they wouldn’t have purchased without it.
3. Downturns Change the Messaging Game - 25% of BNPL users now use it to buy groceries, up from 14% last year. 41% missed at least one payment, and 60% say it helps them get by in a recession.
4. BNPL Is Now a Funnel Asset - The most effective brands surface BNPL across their funnel, from PDPs and checkout to SMS and paid ads. “From $19/mo” hooks outperform lump-sum pricing and drive higher click-throughs. Discovery is also rising via Klarna, Afterpay, and in-app marketplaces where users browse like they would on Amazon.
BNPL isn’t just an add-on, it’s a conversion multiplier, audience expander, and copy testing opportunity all rolled into one. As consumers tighten their budgets, your ability to meet them with flexibility and sensitivity becomes a strategic edge, not a luxury.
🏆 Ad of the Day
What Works:
“Stride With Pride” is not just a slogan; it’s a call to action layered with emotional identity. It taps into tribal belonging: college alumni, students, and fans who associate their self-worth with school spirit.
The phrase also activates confidence psychology, suggesting that wearing these boots is an act of empowered self-expression. The upward leg shot against a clear blue sky creates a powerful composition: the viewer looks up at the boots.
White and burnt orange pop vividly against the sky, an intentional color pairing that mirrors university brand palettes (esp. Texas Longhorns). Supporting text, “SHOP V BY VACCARI” and “25+ Licensed Universities,” adds specificity and scale, building credibility.
Broader Insights:
It’s aspirational without being cheesy. The ad elevates the product to a symbol of personal identity and collegiate pride, wrapped in a clean, dynamic visual. The copy is tight, image is iconic, and message clear, buy this, and you’re not just buying boots. You’re repping your roots.
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