Episode 498: What’s Working Now with Meta Ads: AI UGC, Big Text, Before/After & Post-It Notes?

In this episode of Perpetual Traffic, Ralph, Kasim, and special guest, Kobi Topaz from Tier 11, dive deep into the world of digital marketing. They explore the evolution of Google search, underscored by the introduction of ads and the shifting paradigm of generative AI from an options framework to a focus on providing validated responses. Kobi highlights the game-changing move by Facebook to remove text limitations in ads, advocating for the power of simplicity and authenticity. The experts recognize the merits of experimenting with various tactics, but stress the importance of scroll-stopping creative content. Even with the rapid advancements in AI automation tools, they emphasize the need for client collaboration to maintain brand alignment in advertising.


  • 0:00:00 – Excitement Over New Google Search Experience (SGE)
  • 00:03:27 – Google’s New Search Experience: In-Line Citations and Zero Ads Above the Fold
  • 00:09:50 – The Future of Google Search: AI’s Shift from Options to Focused Answers
  • 00:12:51 – Stay Ahead of the Game: Fundamental Changes Coming to Google Ads
  • 00:16:11 – The Role of Human Creativity in Video Advertising: Insights from Perpetual Traffic
  • 00:22:16 – Lowering CPA with Blended Retargeting Audiences
  • 00:24:27 – Revolutionizing Ad Strategy: Video Views and Retargeting for Sales
  • 00:28:06 – Navigating the Messy Middle: Understanding Customer Acquisition Journey
  • 00:32:33 – Revamping Meta Ads: Insights from Kobe Topez
  • 00:33:48 – Revolutionizing Ad Design: Heavy Text and Simple Photos in Native Ads
  • 00:35:26 – The Ugly Squeeze Page that Outperformed: Lessons in Effective Marketing
  • 00:39:56 – The Power of Responsive Ads: One Mistake, Highest Performance
  • 00:41:21 – Balancing Performance and Brand Guidelines in Ads
  • 00:46:43 – Compelling Creatives: Boosting Campaign Management with AI Automation and Collaboration

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