20Growth: How to Build a Paid Marketing Machine: ROAS (Return on Ad Spend) 101 | The Rise of User Generated Content and How to Use It | TikTok Ads: Expectations vs. Reality | Hiring for Growth: When and Who with Sandy Diao

Sandy Diao is one of the most exceptional growth leaders of the last decade. Sandy has scaled products to over 200M+ users and led growth teams at Descript, Meta and Pinterest. She is also a prolific writer all on things growth here.

AGENDA:

03:59 Biggest Growth Lessons from Pinterest

08:01 What is a Good vs a Bad Growth Hypothesis

11:11 Common Mistakes in Growth Strategies

14:57 Channel Fit: When You Have It & What To Do

25:43 Return on Ad Spend (ROAS) 101: How to Build a Paid Marketing Machine

30:08 How to Do SEO and Long-Term Growth Investments

33:22 Doubling Down on Successful Channels

36:31 The Unchanging Foundations of SEO

37:52 Generative AI Engines vs. Traditional Search Engines

41:12 Paid Marketing Channels: What's Overrated?

43:42 The Rise of User-Generated Content (UGC)

46:34 TikTok Ads: Expectations vs. Reality

49:55 Brand Marketing: What is Real vs What is BS?

53:33 The Importance of Feature Launches

01:01:50 Hiring for Growth: When and Who?

01:08:55 Quick Fire Round: Onboarding, Notifications, and Growth Channels