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In today’s newsletter,
A free newsletter with the marketing ideas you need
3 ad angles that open new buyer pools
Why Google refunds don’t actually fix your ads
How to get AI search to recommend your brand
How Jennifer Aniston’s brand grew sales 40% with CTV ads
This issue takes 2 minutes to read.
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Every newsletter is written by Daniel Murray, a marketer obsessed with what goes into great marketing. Expect fresh takes, hot topics, and the kind of stuff you’ll want to steal for your next campaign.
Because marketing shouldn’t feel like guesswork. And you shouldn’t have to dig for the good stuff.
Meta
3 ad angles that open new buyer pools
Most brands running Meta ads are losing money on angle fatigue without knowing it.
Meta's Andromeda update scores ads on predicted value to the viewer, not just historical CTR. That means an ad shown to the wrong buyer intent will underperform even with a great hook. Different angles reach different intents.
Here's what angle testing actually looks like in practice:
Same product, three angles:
"Save 30% vs. the salon" targets price-conscious buyers.
"Results in 6 minutes, not 30" targets time-constrained buyers.
"No learning curve, works first try" targets risk-averse buyers.
Action Summary:
Pick your current best-performing ad.
Write down the one reason for someone to buy.
List 2 other reasons a different buyer might want the same product (price, speed, risk, convenience, design, unique feature).
Brief one new ad for each angle and run them against your control.
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Paid Acquisition
Why Google refunds don’t actually fix your ads
When Google refunds a bad click, it fixes your bill.
But it doesn’t fix what the system learned from that click.
Here’s the problem:
If a fake or low-quality click fills out your form, Google counts it as a conversion.
To the system, that looks like success.
So it thinks:
“Send me more people like this.”
Even if Google later refunds the click, the system already learned from it.
Why this matters
Over time, your ads can start attracting:
Spam leads
Fake signups
People who never buy
Everything still looks fine on the surface.
But your results quietly get worse.
Two tools fix this.
Data exclusions tell the model to ignore a specific time window entirely. If a burst of garbage traffic entered your account last Tuesday, an exclusion wipes that period from the model's memory.
Offline conversion tracking (OCT) is the more permanent fix. Instead of telling Google "this click converted," you tell Google "this click converted and the lead closed" — or didn't. You feed back real outcomes. The model then learns what a valuable conversion actually looks like for your business.
Action Summary:
Check your Google Ads account for any recent spikes in conversion volume that didn't produce real leads. If you find one, apply a data exclusion to that date range.
Set up offline conversion tracking by importing lead quality data back into Google Ads as a separate conversion action.
Set your primary conversion action to the OCT signal, not the form fill, so Smart Bidding optimizes toward real outcomes
Credit: Ameet Khabra
Organic Content
How to get AI search to recommend your brand
Type your product category into ChatGPT. See if your brand comes up.
Most don't. Not because the brand is bad, but because the content on their site was written for Google's ranking system, not for an AI pulling direct answers.
Here's the difference.
Google rewards pages that signal authority through backlinks, keyword density, and domain age.
ChatGPT, Perplexity, and other AI assistants pull from sources that answer questions directly and clearly. If your site buries the answer in three paragraphs of SEO, the AI skips it.
Perplexity's own documentation confirms this: it prioritizes sources that give structured, direct responses to specific questions. Brands that write like that get cited. Brands that write for traditional SEO often don't.
The fix : direct answer pages.
A direct answer page looks like this.
Headline: "Is [your product] worth it for [specific use case]?"
Body: a clear, two to three-sentence answer.
Then supporting detail.
No fluff before the answer. No "great question" opener.
These pages do two things:
They get pulled into AI responses when someone asks that question.
And they convert well because the visitor already knows what they're looking for before they click.
Action Summary:
Open ChatGPT and type the top question your customers ask before buying your product. Check if your brand or site appears.
Pick the 5 most common pre-purchase questions your customers ask (check support tickets, reviews, or DMs).
Write one direct answer page per question: answer in the first two sentences, then add supporting detail.
Publish them as standalone pages, not buried in blog posts.
Credit: Andriy Boychuk
How Jennifer Aniston’s LolaVie brand grew sales 40% with CTV ads
The DTC beauty category is crowded. To break through, Jennifer Aniston’s brand LolaVie, worked with Roku Ads Manager to easily set up, test, and optimize CTV ad creatives. The campaign helped drive a big lift in sales and customer growth, helping LolaVie break through in the crowded beauty category.
Have questions or feedback? You can write to kaushal@dtcdailynews.com