Why they want your product?
đ§ Collateral Craving Theory and how it is what your every touchpoint should convey, Google Ads Just Got a Major Intelligence Upgrade, and more!
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đ§ Collateral Craving Theory: Why They Actually Want Your Product (And How to Weaponize That)
đ¤ Google Ads Just Got a Major Intelligence Upgrade
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đ§ Collateral Craving Theory: Why They Actually Want Your Product (And How to Weaponize That)
You think they want your product. They donât.
They want what your product proves about them to themselves, and to everyone watching. Thatâs the psychological leap from transactional desire to collateral craving, and itâs where DTC gods separate themselves from the tactical herd.
Imagine two people buy the same cold plunge.
One says, âCanât believe Iâm doing this.â
The other says: âDiscipline over dopamine.â
Same product, different subtext. One is hoping to change. The other is proving they already have. This is Collateral Craving, the emotional self-evidence your customer seeks through purchase.
Theyâre not buying what you sell. Theyâre buying the version of themselves they get to post, believe in, or admire afterward.
4 Advanced Strategies to Activate Collateral Craving
1. Rebuild PDPs to Project Identity, Not Specs: Ditch: âMade from 100% recycled aluminum.â
Use: âFor people who give a damn about what they leave behind.â
Shift every product detail into a personal or public signal. Make the buyer feel seen.
2. Launch the âSelf-Proofâ UGC Series: Brief creators to answer: âWhat does using this say about me?â
Not just how it works, but who they become by using it.
đ Insense helps you find creators who already embody that aspirational identity â so the message lands as lived, not performed. You can book a free demo call by May 16th and get a $200 bonus for your first campaign.
3. Create Mirror Messaging Funnels: Test 3 emotional frames in your ads:
âProof Iâm ahead of the curveâ
âProof Iâm disciplinedâ
âProof I belong with people like thisâ
Track resonance and build retargeting off emotional self-alignment, not just CTR.
4. Encourage Performative Use-Cases: Build rituals or moments that invite being seen.
Think: âGym selfie after taking the nootropic,â âUnboxing with handwritten affirmations,â âPost-cold plunge journal prompts.â
Youâre not selling the result. Youâre selling the ritual that lets the customer show up as their upgraded self.
Final Lens: Youâre not selling skincare. Youâre selling the feeling of being someone who prioritizes themselves in a world that doesnât.
Thatâs the magic of collateral craving, and the brands that master it build not just loyalty, but devotion.
Now go write your next ad⌠and make the buyer feel proud of who they are for choosing you.
đ¤ Google Ads Just Got a Major Intelligence Upgrade
Google is transforming ad management with deeper AI integration across Performance Max, Merchant Center, Display & Video 360, and even core search results. Itâs a full-stack move toward an AI-native advertising ecosystem.
The Breakdown:
1. Performance Max Gets Full Channel Breakdown - Advertisers can now view campaign results by channel, Search, YouTube, Maps, Gmail and more, with asset-level metrics like impressions, clicks, CPC, and Shopping feed performance. Search term reporting and diagnostics also reveal which assets are driving results.
2. Smarter Merchant Center with Natural Language Filters - Googleâs âSearch for Productsâ tool turns plain-English queries like âproducts with no conversionsâ into actionable filters. Retailers can isolate performance issues faster and export clean views for optimization.
3. DV360 Gets Conversational AI Tools - Display & Video 360 now uses Google AI to auto-suggest inventory, pre-fill settings, and generate real-time campaign reports. You can troubleshoot pacing, ask natural-language queries, and run predictive campaign setups with just a prompt.
4. Sponsored Modules Tested in Search - Google is testing âSponsoredâ tags on non-ad content in experimental search modules tied to shopping queries. These arenât paid placements yet, but they hint at Googleâs push to monetize commercial intent more subtly.
Google is fusing AI, automation, and commerce intent into every corner of the ad stack. These changes donât just streamline workflow, they unlock scalable performance across surfaces, screens, and stages of the funnel.
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