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…

In AI-first hiring, Hire for the skill first. AI fluency second. A great marketer with average AI will always beat an average marketer with great AI

Very few creative strategists can understand how to build an end-to-end funnel in one campaign - both acquisition and remarketing in one This requires each batch of creative in campaign to talk to problem aware, solution aware, remarketing - all across creatives

the next wave of ecom business will flex low AOV q-com has changed habits. Blinkit, Zepto trained customers to buy ₹200-500 packs Small pack, fast delivery, no commitment As brands develop q-com specific SKU's AOV's will be optimized - to reduce How low can you go with your AOV and still stay profitable?

#1 skill to look for when hiring a creative strategist is judgement Instead of asking them to write ads, give them a test → Show them 10 ads from your own account → Don’t show any metrics → Ask them to separate winners from losers 7 out of 10 correct - you found someone with judgment. Hire them. 4 out of 10 - they might be a good copywriter, but they’re not a strategist yet. AI gets it right 50% of the time - same as coin flip So, your next hire must be better than AI

One contrarian approach that has served well for scaling brands Running longer ads Your short ads work because your longer ads already did the heavy lifting. The 15-second ad is taking credit for the trust that a 2-minute founder video built last week. Short ads convert warm audiences. Long ads create them.

New Meta Update Compare your results against similar advertisers; this helps answer two important questions 1. Is the industry itself slowing down or is it just your brand? 2. It can be used to communicate with the creative team to show that there are advertisers who are making better creatives and getting better results in the same category Available in Columns > Performance Benchmarks

Probability of AI guessing a winning ad is same as coin flip This is where creative strategist has to excel Judge the ad before it goes live better than 50%

Judgement is the most important skill of a creative strategist Can they judge a winner ad better than a coin flip? Most creative strategists never practice this Because they stay in production mode. Writing scripts. Making statics. That’s the difference between a copywriter and a creative strategist. The copywriter makes the ad. The strategist knows which ad to make.

Starter Pack - Good creative strategist vs great creative strategist

Bad advice in performance marketing that is popular for some reason: “Create short ads” Marketing influencers love telling people that attention span are shrinking, your ads are not working because they are too long The exact opposite is true. Your short ads work because your longer ads already did the heavy lifting. The 15-second ad is taking credit for the trust that a 2-minute founder video built last week. Short ads convert warm audiences. Long ads create them. Pause your long-form and your short ads stop working two weeks later. Run longer ads

Once a winner audience is identified, diversification becomes easier What frustrates them before work. What they scroll during lunch. What they complain about repeatedly. Every one of those moments is an angle your competitors will never find because they’re still writing ads about their product, not about the person buying it. The morning rush → “ready in 2 minutes” angle The gym scroll → aspiration angle The work stress → “you deserve this” angle The late-night research → comparison angle

5 ads almost every account should be running right now: → Units sold static - “1,247 sold in the last 30 days.” Simple image. Runs to remarketing audiences. → Review static-one real review, screenshot or designed. Remarketing only. → Uncut founder video - long form. No cuts. No transitions. Just the founder talking for 2-4 minutes straight. Awkward pauses included. → Product personification - animated ad where the product itself speaks. Tells its own story. Why it exists. What’s in it. What’s not. Works particularly well in food, supplements, and skincare where ingredients are the argument. → Catalog ad - automated, always on. Feeds directly from your product catalog. Let Andromeda match the right product to the right person. Most underutilised format in Indian D2C.

x will convince you there's a better creative format every week For most premium brands, it's better to not chase them

Found a winner ad? Iterate with Claude Ask it to rework the same angle into different formats. Skip the MCP connections. Skip the plugins. Just paste the script and say “give me five variations of this in different formats.”

All contexts are just a model update away

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.