Kanish

Hey, I’m Kanish - an Ecom Growth Marketer, helping brands increase sales and ROI with performance marketing We help brands with Google, Facebook & Amazon ads Our services include - Paid Ads - Creative Strategy - Growth Marketing Strategy - Conversion Rate Optimizations Check some of my work here: bharatmavens.com/ Or you can book a call here calendly.com/kanishjain001/1…

6 years in, and still one of the messages that delights

Courtroom animated ads in the town

How to write a great story in your ads? Three part framework 1. Intent 2. Obstacle 3. Resolution

In the last 3 months, the majority of brands have quietly reversed their approach to going back to things before Andromeda update → Creative volume: Brands went from 15/week to 50/week but performance didn’t follow. Most are back to 15-20 but with stricter diversity rules. Every new creative must shift at least one axis: audience, message, or format. → Everything into one Advantage+ campaign: the YOLO consolidation era. Brands dumped all creatives into one CBO and let Meta figure it out. Even Meta now says test in ABO first, find your winners in a sandbox, then push to CBO. The algorithm needs signal, not chaos. → Ignoring catalog: Andromeda reads product data directly. Brands with clean catalogs - proper titles, GTINs, high-res images are getting auction retrieval priority that no amount of creative volume can match. → Engagement metrics as creative KPIs: hook rate, hold rate, watch time - none of these reliably predict which creative the algorithm will scale. Spend is the vote. The creative Meta puts budget behind is the winner.

It’s been two years since Meta rolled out Andromeda and the biggest lesson Brands with the biggest creative volume are NOT the fastest-growing Here’s what Andromeda actually did: > It reads the content of your ad > Clusters similar ads into one entity > Ten variations of the same hook with different colours, that's one ad Every brand that posts hard on creative volume failed in step two and three The brands scaling fastest right now have fewer creatives but genuinely different ones. Different angles. Different formats. Different audiences.

How to identify creative fatigue early? Track Incremental spend, incremental revenue and incremental ROAS With your winner ads Don’t look at total spend vs total revenue. Look at the additional spend vs the additional revenue - day on day. Scale 1 → baseline. ₹50K spend, ₹2L revenue. Blended ROAS = 4.0x. Scale 2 → you pushed ₹10K more. Revenue went up ₹15K. That extra ₹10K made ₹15K. Incremental ROAS = 1.5x. Scaling is working. Scale 3 → another ₹10K. Revenue only went up ₹10K. Incremental ROAS = 1.0x. You’re breaking even on new spend. First signs of creative reaching it's limit.

Once you go from spending 1 Lakh per day to 10 Lakh per day on the same ad account, you realize two things 1. Spend is the metric of creative testing Spend is how Meta votes. If the algorithm is putting money behind a creative, that creative is working towards your goal (directly or indirectly). That’s the signal. Everything else is commentary. 2. 90% of the metrics creative teams obsess over don’t correlate to revenue. When you actually plot them against revenue, the correlation is weak. The 10% of metrics that matter include: spend, cost per purchase, ROAS, incremental ROAS. Everything else is noise

True for ad creatives too

If you have an offline presence - a store, a warehouse, even a small office. Shoot your founder ads there If you don’t have one, build the feeling. A clean setup that looks like somewhere people actually work The ad that feels like a real place will always outperform the ad that feels like a Pinterest template.

Working with lead generation businesses has opened up possibilities for so many new ad ideas in e-commerce. A few things I picked up: → Running messenger ads (Instagram + WhatsApp) alongside purchase campaigns. In lead gen this is standard. In e-commerce, almost nobody does it - especially at high AOV where the customer needs warming up before they spend ₹20K in first purchase → Shooting founder content inside a physical store. Lead gen businesses do this instinctively - the office, the showroom, the setup. → If you don’t have a physical space, create the atmosphere of one. A setup that feels real. Trust is visual One brand we applied this to: October sales +83% over September.

Lead gen brand - AOV ₹30K. B2C. Started in October ROAS from 4.2 to 5.87 in 1 month since starting Cracking the message funnel was the biggest win for growth We kept the purchase campaigns running. But we added Instagram and WhatsApp Messenger ads on top. For warming up people who aren’t ready to spend ₹30K on the first touch. If you're selling products above 10K AOV, then this funnel can add at least 20% to 30% additional revenue Will write a longer form article one day

Next frontier for ecommerce How to have "monthly usage revenue" as a subscription component

For many brands the first half of October was lesser than expected and the last week has been better than expected

Meta has started to mention "Estimated audience size" in reach metric, across conversion campaigns

Remarketing campaigns are not always bad, they can be incremental to business

In the era of replacing SAAS with AI, everyone focused on its creation, very few looked at it's maintenance

Reason for q-com to not launch private labels is margin in advertising business. The margin of product is far lower than selling an ad space to a brand

Meta rep from the Health & Wellness category has indicated drops across the category in the last 2 months and is projecting to continue for next few weeks as well. December should be a pick-up

"AI Mode incentivises dialogue, Google wants to keep you engaged to serve more ads at each turn" Due to AI, for the first time, do we see decrease in CPM's? As Google can serve more ads per customer per session and create enough value for all parties in the transaction - buyer, seller and Google

Final 4 days to push your remarketing budgets harder for the final Diwali season week - Festive shipping window closes soon