1. “They must see your ad 7 times before they buy” is the biggest line of B.S. in advertising history
3. Great ad ideas can come from anyone - and often do. Some of our best ad ideas have come from people in totally different departments
5. Nothing will cost you more money over time than a “just ok” converting ad campaign
7. Your ad must match what comes next. Don’t turn the curiosity or benefit knob further than your landing page delivers, or you’ll be wasting clicks
9. “Influencer marketing” is for companies that like burning money