Go Broad or Go Home?

Howdy readers 🥰

In this newsletter you will find:

💪 Why Going Broad on TikTok Could Be Your Q4 Game-Changer

🔄 Google Ad Updates: Privacy & Branding

🚀Ad of the Day

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💪 Why Going Broad on TikTok Could Be Your Q4 Game-Changer

TikTok’s algorithm isn’t just a tool—it’s a powerhouse of predictive intelligence. The truth? It’s smarter than you, me, and any manual targeting strategy we can conjure. If you’re gearing up for Q4 and Black Friday campaigns, here’s why embracing broad targeting might be the smartest move you’ll make.

1. Unlock Lower CPAs

TikTok’s algorithm thrives on finding the right people for your ads, often at a lower cost than 

overly niche targeting. By going broad, you give the algorithm more room to optimize efficiently.

Why It Works:

• TikTok uses its massive data pool to match your product with users most likely to convert.

• Narrow targeting can inflate CPAs by limiting the algorithm’s reach.

Pro Insight: Brands that switched from niche audiences to broad targeting saw CPAs drop by up to 20% during peak seasons.

2. Save on Testing Costs

Hyper-specific targeting often requires multiple campaigns and audience tests to get right—an expensive process during high-demand seasons like Q4. Broad targeting simplifies this.

How to Execute:

• Start with TikTok’s “Targeting Expansion” feature to allow the algorithm to optimize audience reach dynamically.

• Focus your efforts on refining creative rather than audience segmentation.

Why It Works: By reducing unnecessary variables, you spend less on testing and more on scaling what works.

3. Streamline Campaign Setup

Building hyper-targeted campaigns takes time—time better spent crafting high-quality creatives and optimizing ad performance.

The Fix:

• Broad targeting reduces the need for countless ad sets, freeing up your team’s bandwidth.

• Instead, dedicate resources to UGC ads, viral trends, and creative hooks.

Pro Tip: Strong creatives paired with broad targeting outperform complex setups. Focus on testing hooks, captions, and visuals rather than granular audience details.

4. Scale Without Limits

Niche audiences may work for small-scale campaigns, but they’ll choke your scalability as demand increases during Q4. Broad targeting ensures you can scale your campaigns without running into audience fatigue.

How to Execute:

• Use TikTok’s predictive algorithm to identify new audience clusters.

• Pair broad targeting with high-performing ad formats like Spark Ads or native UGC content.

Why It Works: Broad targeting allows TikTok to continuously refresh your audience pool, keeping performance stable even at higher spend levels.

Conclusion

The TikTok algorithm excels when you give it room to breathe. Instead of restricting it with narrow targeting, trust its ability to optimize at scale. Going broad isn’t about losing control—it’s about letting the smartest advertising engine in the game do the heavy lifting. This Q4, stop fighting the algorithm and start working with it. Your bottom line will thank you.

🔄 Google Ad Updates: Privacy & Branding
Insights from SEL

Google is introducing significant updates to its ad policies and campaign management tools. From enhancing privacy in Connected TV (CTV) to refining branding in Performance Max (PMax) campaigns, these changes aim to meet evolving industry standards while prioritizing user trust and brand control.

The Breakdown:

• Google’s focus on Privacy-Enhancing Technologies (PETs) introduces tools like on-device processing to secure first-party data. Advertisers can now deliver tailored campaigns without compromising user privacy.
  
• Similarly, policy updates address the surge in CTV advertising, helping brands effectively navigate a fragmented ecosystem. Prohibited deceptive ads, stricter data-use requirements, and the integration of PETs into CTV practices ensure transparency and user trust.

• In Performance Max campaigns, Google now requires branding assets such as BUSINESS_NAME, LOGO, and LANDSCAPE_LOGO to be linked at the campaign level. This ensures better control over brand representation and consistency across formats. 
• However, API users must adapt as current limitations restrict the creation of brand-guideline-enabled campaigns via the API, with updates expected soon to resolve these issues.

Google’s ad policy changes highlight the growing importance of privacy and brand consistency. By integrating PETs and redefining asset management in PMax campaigns, advertisers can build trust and maintain competitiveness. 

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🚀Ad of the Day

What Works:

1. Emotional Hook: The tagline “Caught You Staring” is playful yet aspirational, perfectly aligned with the intimate and romantic nature of the product.
   
2. Visual Focus: The elegant close-up of the diamond ring in a luxurious wooden box highlights the product's beauty and craftsmanship, creating a premium, desire-driven appeal.
   
3. Brand Alignment: Brilliant Earth’s positioning as a provider of ethical and sustainable jewelry is subtly reinforced with the understated luxury vibe.
   
4. Clean Design: The minimalistic layout ensures the focus remains entirely on the ring, making it the centerpiece of the ad.

What Can Be Better:

1. Call-to-Action: Adding a clear CTA like “Discover Your Forever Ring” or “Shop Ethical Diamonds” would guide viewers to explore further, turning interest into action.
   
2. Sustainability Highlight: A brief mention of the brand’s commitment to sustainability or ethically sourced materials could differentiate the ring further and reinforce trust.

Broader Insights:

Luxury DTC brands excel when they pair emotional storytelling with strong value propositions like sustainability or craftsmanship. Visuals that evoke desire and exclusivity, paired with a CTA, bridge the gap between inspiration and purchase.

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