Paid advertising Articles — Atticus Li

Atticus Li

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Paid advertising

Articles exploring paid advertising through the lens of behavioral science and experimentation. Practical frameworks for growth leaders who measure in revenue, not vanity metrics.

2 articles

retargeting Mar 28, 2026 7 min read

Retargeting Windows: The Decay Curve of Purchase Intent After First Visit

Purchase intent does not persist indefinitely after a first site visit. It decays along a predictable curve shaped by memory consolidation, competing alternatives, and emotional cooling. Understanding this decay curve transforms retargeting from a blunt instrument into a precision tool that matches message intensity to actual buyer readiness.

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Retargeting Windows: The Decay Curve of Purchase Intent After First Visit

paid advertising Mar 28, 2026 7 min read

Ad Creative Testing: Why Your Visual Matters More Than Your Targeting

Most advertisers over-invest in audience targeting while neglecting the creative variable that drives the majority of campaign performance. Behavioral science explains why visual processing dominates decision-making in paid media, and how systematic creative testing delivers compounding returns that targeting refinements cannot match.

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Ad Creative Testing: Why Your Visual Matters More Than Your Targeting

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