Creative fatigue is real and happens faster than you think, particularly on fast-paced content sites like Facebook and Youtube. People want to see something new, and your brand new ad is only new for a day.

The house always wins

I’ve sat through countless demos for all the major bid management platforms. Marin, Kenshoo, Quantic Mind, and more.

They’ll all try and convince you how they’re better at bidding than Google. But they all have one thing in common: they have really good marketing and sales teams who come up with all kinds of slogans, testimonials, and case studies. Their entire job is convincing marketers their systems can outperform Google.

One of their sales guys gave me this great analogy for Google’s Target CPA algorithm: