The Death of Mass Angles
👀 Why Broad Ads will kill your BFCM, Google expands Vids Formats and boosts Ads optimization with new AI Tools, and more!
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In this newsletter, you’ll find:
👀 The Death of Mass Angles
🎥 Google Expands Vids Formats and Boosts Ads Optimization with New AI Tools
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👀 The Death of Mass Angles
By mid-October, most brands have already torched their best angles.
CPMs are climbing. Discounts are blending into the noise. And every “Save 15%” ad is starting to look and perform the same. But here’s the real threat: broad messaging isn’t just underperforming… It’s actively shortening your campaign’s lifespan.
Why Mass Angles Burn Out First
Mass angles were built for a different internet. One where targeting was wide, conversion costs were low, and “scroll-stopping” was the only creative KPI.
Today? Broad claims like “Best Deal of the Year” or “Save 20% Sitewide” hit a frequency cap faster than ever. Every platform now optimizes around nuanced behavior, not blunt offers. The more generic your message, the sooner your ad gets ignored.
Meta’s creative engine doesn’t care how many copy variants you test. If 5 of your ads use the same mood, pace, and setting? They’re treated as duplicates by Andromeda. CPMs spike. CTRs drop. You lose.
The Future: Identity-Layered Messaging
What’s working now, especially for BFCM, isn’t louder ads, it’s narrower ones. Think emotion-first, persona-tuned, micro-contextual campaigns that don’t just talk to a buyer, but mirror their exact moment.
Here’s how that looks:
Mass Angle: “Get the best deals this Black Friday.”
Persona Layered:
Last-Minute Gifter: “Still need something meaningful before Monday?”
Wellness Buyer: “Burned out from BFCM chaos? This is your reset.”
Budget-Conscious Parent: “This weekend only: stock up while they’re asleep.”
These aren’t just segments. They’re mini-stories wrapped in urgency, emotion, and context.
Real Fix: The Persona Stack Sprint
With 5–6 weeks left before BFCM peaks, here’s how top operators are building for scale without fatigue:
Week 1–2:
Map 4–5 primary persona identities: think stage of life, urgency type, gifting intent, stress state.
For each, define 1 core pain point, 1 specific context, and 1 visual cue.
Week 3–4:
Produce 2 ad variants per persona with divergent emotions (relief vs FOMO, cozy vs tactical).
Build light modularity: same CTA, different lead-ins.
Week 5–6:
Launch in micro-bursts to gather early fatigue signals.
Let platform algorithms stretch the winning identity-layer combos—not recycled angles.
Don’t Scale Generic. Scale Specific.
This BFCM, the winners won’t be the brands with the biggest discount or flashiest production. It’ll be the ones that feel eerily relevant to each buyer. Broad claims die fast. But specificity scales. Not through more noise, but through a deeper signal.
🎥 Google Expands Vids Formats and Boosts Ads Optimization with New AI Tools
Google just rolled out major updates across its creative and ad ecosystems, making video creation more platform-ready and ad performance smarter through predictive insights and AI-driven recommendations. Together, these changes mark another step in unifying creativity and campaign efficiency within Google’s suite.
The Breakdown:
1) Google Vids Adds Vertical and Square Formats - Creators can now produce videos in 9:16 and 1:1 formats within Google Vids, optimized for platforms like YouTube Shorts, Instagram Reels, and TikTok, giving users more flexibility across social formats, with dedicated templates for vertical and square content coming soon and full rollout by late October 2025.
2) Google Ads Tests “Missed Growth Opportunities” Tab - Google Ads is piloting a “Missed Growth Opportunities” dashboard showing potential gains in clicks, conversions, and value if advertisers had optimized their bids and budgets. It links directly to the Campaign Target Simulator for scenario modeling.
3) Google Ads Adds AI Image Quality Checks - A new image recommendation system now flags low-quality visuals in the Recommendations tab, suggesting improvements like background color edits or sharper compositions. Advertisers can preview and apply these fixes instantly.
These updates highlight Google’s shift toward integrated creative intelligence, empowering teams to design faster, optimize smarter, and deliver higher-performing campaigns. From content creation in Google Vids to AI-enhanced ads in Google Ads, the ecosystem is aligning around one goal: better outcomes through automation and adaptability.
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