Add a pointless CAPTCHA and tell the ad platform who solves it

Eric Seufert… sort of hypothesis I have, it would be regulated by comfort. Could you imagine if you just said, "Hey, Meta, optimize my landing page. I'll put some code in here, you've got the the pixel, I'll I'll import another JavaScript library, and you just render that in real time. You decide for this user like what-" And and here's, you know, "I'll give you some guidelines, I'll give you some guardrails, here's usually what the onboarding looks like,

Eric Seufertbut you optimize it for that person, right?" I was on a podcast called like The Marketing Operators and I was talking about this idea of signal engineering, and one of the hosts, I could see like it it really clicked for them, and they wrote later on on Twitter, and so the idea with signal engineering is not limited to the existing like events that you have, you can do whatever you want. You could create hurdles for the user to clear that potentially are good proxies for LTV. And if and if that is, then that's what you do. You created some problem for the user to solve, or or some hurdle, some some sort of obstacle to accessing the product. But,

Eric Seufertthe most high-intent users, they will do it. And that could actually be a very strong signal of ultimate value. And so one of the hosts posted on Twitter after, they created a CAPTCHA for no reason other than to test the user's intent. And it drove like a 40% increase in ROAS or something. So like, but that's that's the essence of signal engineering. It's to create that test for intent, and if the user clears it, they're a high-value user, they send that back to the ad platform, let them optimize in real time against that, right? And so I think that kind of stuff is really fascinating. Now, what if Facebook could do that for you? What if Google could do that for you?

Eric SeufertAnd would you think that they would do better at that than you could? Yes, I probably would. Now where that gets a little, you know, just political, is like are you going to get the product manager handing that over? Cuz I think the marketing people have been comfortable with this for a long time, especially at SMB-type, you know, direct response advertisers. Like everyone that we're talking to right now is like, "Gimme, gimme, gimme, as fast as …