TalkGraphShould we double down on meme ads?
Weekly marketing standup: what the last two weeks of paid social are telling us.
TOPICMemes are the cheapest clicks
£0.10 per landing page view, a third of our other formats.
FACTSanaCost per landing page view
Last 14 days, in pence, by format.
CHARTDevPair cost with depth
Add scroll-past-first-screen rates beside each format when available.
IDEA✨ AI suggestionCost masks quality
Meme views cost 10p, but only 2% of meme visitors scroll past the first screen.
RISK✨ AI suggestionCheap clicks, shallow visits
Only 2% of meme visitors scroll past the first screen.
RISKDevFounder video visitors read
34% scroll and almost 2% tap Try, from the same budget.
FACTDevAre we buying curiosity, not interest?
Do meme clickers ever come back and sign up?
QUESTIONMayaKeep memes, but stop scaling them
Hold the meme budget flat until we see sign-ups from it.
DECISIONSanaSana caps meme spend at £20 a day
Starting Monday, reviewed Friday.
ACTION☐ Sana @SanaDev tags every ad to its sign-ups
So we judge on sign-ups, not clicks.
ACTION☐ Dev @DevMemes as the hook, video as the proof
Retarget meme clickers with the founder walk video.
IDEAMayaRetargeting pool is big enough
About 1,900 meme visitors in the last fortnight.
FACTDevRetargeting can feel stalky
Frequency cap of two a week.
RISKMayaTest it for one week
Small budget, one creative, clear read on Friday.
DECISIONSanaMaya cuts a 15-second version
From the walk footage, captions burned in.
ACTION☐ Maya @MayaWhat does success look like by Friday?
We keep moving the goalposts on these tests.
QUESTIONSanaOne number: sign-ups per £100
Clicks and CTR stay on the dashboard but don't decide.
DECISIONSanaCurrent baseline: 1.4 sign-ups per £100
Across all formats, last 30 days.
FACTDevDev's tagging fix found the leak
Without it we'd still be scaling the wrong ad.
PRAISESanaAudience drifting older
60% of video spend reached 55+ despite our targeting.
RISKMayaSana sets a hard 18-45 cap
And turns off automatic audience expansion.
ACTION☐ Sana @SanaIs 55+ wrong, or just not our first audience?
Worth a separate test later.
QUESTIONMaya