โ ๐ง๐ต๐ฒ ๐๐ป๐ผ๐ณ๐ณ๐ถ๐ฐ๐ถ๐ฎ๐น ๐๐ผ๐น๐๐๐ถ๐ผ๐ป ๐๐ผ ๐ฒ๐๐ฒ๐ฟ๐ ๐บ๐ฎ๐ฟ๐ธ๐ฒ๐๐ถ๐ป๐ด ๐ฝ๐ฟ๐ผ๐ฏ๐น๐ฒ๐บ ๐
This oneโs for every performance marketer in an Indian startup. You launch a campaign.
- You test 3 hooks, 2 creatives, 1 landing page variant.
- CTR is decent. CPM is stable. CAC is within target.
But suddenlyโฆ
๐ฆ๐ฝ๐ฒ๐ฐ๐ถ๐ฎ๐น ๐ฆ๐ผ๐บ๐ผ๐ป๐ฒ: โROAS is low. Boost it.โ
๐ฌ๐ผ๐: โSure, but weโre testing upper funnel TOF right now.โ
๐ง๐ต๐ฎ๐ '๐ฆ๐ผ๐บ๐ฒ๐ผ๐ป๐ฒ': โStill, just boost it. ROI should go up.โ
As if boosting is some magic chai masala that makes everything better.
Hereโs the truth no one says out loud:
๐ฃ๐ฒ๐ฟ๐ณ๐ผ๐ฟ๐บ๐ฎ๐ป๐ฐ๐ฒ ๐บ๐ฎ๐ฟ๐ธ๐ฒ๐ ๐ถ๐ป๐ด โ ๐ฏ๐๐๐๐ผ๐ป ๐ฝ๐ฟ๐ฒ๐๐๐ถ๐ป๐ด.
Itโs not a sab kuch boost kardo game. Itโs a funnel game. A data game. A patience game!
But in most Indian startups:
1. Campaigns are judged in 48 hours
2. Attribution is done via screenshots
3. โBest performing creativeโ = the one โThat Someoneโ forwarded on WhatsApp with 3 fire emojis. ๐ฅ๐ฅ
Weโre out here trying to build funnels. But most people want shortcuts.
๐ง๐ผ ๐ฎ๐น๐น ๐๐ต๐ฒ ๐บ๐ฒ๐ฑ๐ถ๐ฎ ๐ฏ๐๐๐ฒ๐ฟ๐, ๐ด๐ฟ๐ผ๐๐๐ต ๐ณ๐ผ๐น๐ธ๐, ๐ฎ๐ป๐ฑ ๐ฎ๐ฑ ๐ป๐ถ๐ป๐ท๐ฎ๐ โ ๐ ๐๐ฒ๐ฒ ๐๐ผ๐!
๐ก๐ฒ๐ ๐ ๐๐ถ๐บ๐ฒ ๐๐ผ๐บ๐ฒ๐ผ๐ป๐ฒ ๐๐ฎ๐๐ โ๐๐ผ๐ผ๐๐ ๐ธ๐ฎ๐ฟ๐ผโ, ๐๐ฒ๐ป๐ฑ ๐๐ต๐ฒ๐บ ๐๐ต๐ถ๐ ๐ฝ๐ผ๐๐ ๐
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