Facebook Ad Testing and the Rubber Duckie Problem
In a rubber duckie race there is usually a clear winner and a bunch that lag behind. But is there something special about the winning duck or is it just the variables of the stream? The most recommended practice for ad testing in Meta is to have a campaign for test creatives and another campaign […]
YouTube removes video targeting – Google’s war on Contextual Advertising
To help you find more conversion opportunities, you’ll no longer be able to…
Performance Max Rug Pull – What to do when performance drops
If you’ve been working with Google’s Performance Max campaigns (PMax) for any length of time you’ve probably experienced the rug pull. Campaigns will often do well at first in, but then something will change drastically. We’ve seen campaigns crater in spectacular ways, without significant changes to the campaign, account, competition, or market demand. PMax will […]
Advertising Attribution Platforms are Horoscopes for Marketers.
Which attribution platform is the “real” psychic?
Exclude catalog items in a P-Max campaign
Google’s Performance Max campaigns have a learning phase. If your products have a traffic history or if there are GTINs for your products shared across multiple retailers, Google can do a good job of figuring out what are appropriate search queries for your products.
Google Performance Max quickly cannibalizes other campaign types
Performance Max is a replacement for Google Smart Shopping. We’ve seen some early results and it’s shown some promise. Google has been slowly taking away control over accounts in exchange for the potential of better performance.
Forget headless e-commerce, the future is disembodied ecom
Headless has been an important evolution in user experience over the last few years. It’s a natural progression of the continued specialization of different services. Having a great backend transactional management system that can be bolted onto any amazing front end experience has liberated brands to take advantage of a greater range of design experiences. […]
Is Profit On-Brand?
One of the weirdest things I hear from clients or peers. “That’s ok on the landing page but I don’t think it’s on brand for the ads.”
3 Ds of Analytics
The main purpose of web analytics is to increase the overlap of user expectation with user experience. That’s where conversion lives. I’ve found it helpful to break analytics down into three basic levels: 1. Diagnostics – Is this thing on? Is anything broken? Is it doing what we expect it to? 2. Directional – What […]
Getting the most out of Affirm Buy Now Pay Later
Affirm has proven to be a simple integration for most ecommerce platforms, but some stores report lower than expected acceptance rates due to customer credit scores. This has spawned a subprime (more sensitively described as “non-prime”) industry for BNPL.