Harpal Singh
@CustomIntent
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Scaling DTC Beauty & Wellness brands with Search.
London, England
Joined December 2018
We analyzed thousands of Reddit posts for Dr. Dennis Gross to understand what their customers really want. They don't want an "LED Mask"; they want "Clinical-Grade Red Light Therapy". By re-engineering their ad copy to use the customer's exact language and address their
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Every eCommerce brand wants to rank for 'organic dog treats' (12,000 searches). But you're fighting Chewy and Amazon. 'treats for dogs with pancreatitis' gets 200 searches and zero competition. I'll take the pay cheque rather than the lottery ticket.
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Google will let you write an ad, submit it, wait 24 hours, then tell you it violates policy. But they won't tell you before you hit publish. We built what Google should've shipped years ago. A tool that scans your ad copy - Search, Display, YouTube, PMax, Demand Gen - and flags
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Ugly 'Us vs. Them' ads that go hard. Bought to you by r/Skincare_Addiction.
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Recently moved from Windows to Mac. Currently have an average 23 tabs open across 19 clients. 1 browser window per client = approx 437 tabs open. Don’t even feel it with the Mac Mini.
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The majority of ‘over 65’ ad clicks aren’t actually real people. It’s bot-driven traffic from aged / hacked Google accounts.
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Paid ads, no matter how dialled in, is always a gamble. Reddit (specifically its data) is the cheat sheet.
Extremely bullish on Reddit for customer acquisition, but not for the usual reasons - i.e. ads, organic posts. The value lies in its data.
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Do ppl hyping Nano Banana know it’s not even G’s best model for image generation?
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Our edTech brand is competing with $$$ brands who clearly have no rythme or rhythm when it comes to ad testing. We pre-test every single ad before going live. Before you spend $1 on ad flow, pre-test the batch, put money behind the top 25%, drop the rest. That $100k test
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Nice! But predictive heatmapping isn't anything new. We executed this 18 months ago. #advitals
Shipmas Day 2: Bonus Drop. 🚢🎁 We taught Nano Banana Pro to see like a user. 👀 Introducing Predictive Heatmaps. Now you can run an instant attention audit on any screen you design. Ensure your users are focused exactly where you want them to be—before you write a line of
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Us vs. Them ads smack of brand insecurity and desperation. Replace them with these instead:
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Category void: Shampoo bars just don't work like real shampoo. No shampoo bar can actually clean my hair properly (source: RedditLens) Creative angle: Position as the exception that proves bars can work. Resonate with every disillusioned eco-shopper who gave up.
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Category void: Eye creams are waste of money, they're just repackaged moisturizer. Even Derms say so (source: RedditLens) Static Ad: Hold my beer
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Ahrefs charges $699/mo for AI features. Semrush $99/mo for very similar looking features. But I’m probably missing something very obvious.
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Wd be interesting to see this as a trend over a five year period.
I am genuinely concerned for the UK’s future. There needs to be a coming to terms.
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"That's not our brand voice" The only voice that matters is that of the customer. Track Reddit conversations, get real VoC insights.
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Monzo should really be doubling-down on their 'pots feature' for different savings goals (taken from RedditLens 2.0). Instead, Ads Library shows that their ads focus on: - 0% interest on purchases - Monopoly budgeting hacks - Sending money abroad Missed opportunity.
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Cloudflare down just as we’re launching our biggest product update of the year FML
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