Eliana Salvi

If Meta disappeared tomorrow, how much revenue would your business lose? According to a new report from Haus (based on 640 incrementality tests), the answer for most brands is: about 19% of their primary KPI. But here’s the kicker: not all Meta campaign types deliver that lift equally. 4 takeaways growth leaders can’t afford to miss: 1. Meta drives measurable lift. 77 of the 100 highest-lift tests ever run on Haus were Meta campaigns. For omnichannel brands, 32% of Meta’s impact came outside DTC sales. 2. Advantage+ isn’t always the winner. It beats Manual campaigns by 9% at the midpoint, but finishes 12% behind in incremental efficiency by the end. 3. Mid- and upper-funnel are making a comeback. Mid-funnel testing is up 121% year-over-year, driving stronger funnel health and new-customer acquisition than lower-funnel alone. 4. Every brand must test its own path. Incrementality is unique. Automation vs. control, funnel mix, Incremental Attribution — there’s no shortcut to learning what works for your business. As Tyler Horner, Solutions Engineering Lead at Haus, asks: “At the end of all this automation, are brands actually better off?” The question isn’t whether Meta works. It’s, how do you balance automation, funnel health, and efficiency to maximize incremental impact? Full credit to Haus for this must-read analysis.

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Meta’s stock just surged because investors bet AI can scale ad returns at enterprise level. 🚀 Why it matters Meta is aggressively transforming its ad engine into a mostly automated system: - Consolidated campaign structures - AI-generated ads (image-to-video, Advantage+) - Signal-based bidding and optimization 💡 My take: Advantage+ is great if your inputs are strong. It removes manual grunt work and accelerates testing. But it also limits control and visibility. The real leverage is offers, hooks, and creative that actually convert. #MetaAds #AgencyGrowth #AdvantagePlus #PerformanceCreative #EcommerceGrowth #SpringMedia #MediaBuyingInsight

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If your entire ad budget lives inside Amazon, congrats - you’re boosting Bezos, but not your BSR. External traffic isn’t optional anymore. It’s the winning cheat code anyone can use. BSR doesn’t care how much you spend, it cares where the traffic comes from. 👉 Sellers tapping into Google, TikTok, and email are shooting up in rankings 3x faster 👉 External traffic isn’t just welcome, it’s algorithmic rocket fuel Every click from outside is a shot of adrenaline for your listing. That leads to new customers + fresh momentum = rising rank. And here’s the part most sellers ignore: Amazon literally pays you to do this with Brand Referral Bonus. Yes, they’ll send you a thank-you check while you lap your competitors. External traffic isn’t theory, it’s practical. And it’s the driver behind every compounding growth curve I’ve seen in the past few years. I’ve watched dead listings come back from the grave with a single Google Ads campaign. If you need to rank up, you need to expand outside your comfort zone - and outside of Amazon.

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You can scale a DTC brand with good creative and bad media buying. You can’t scale a DTC brand with bad creative and good media buying. The most common mistake I see brands with bad creative make: An over-reliance on quantitative data, and an under-reliance on qualitative data. Brands don’t realize they’re sitting on a goldmine of qualitative data in places they don’t think to look. The insights from this data gives you a clear view of what people you did* convert thought before and after purchasing, as well as their pain points, concerns, etc. 5 spots you can pick up easy wins in starting today: 1. Your customer service team. 2. Reddit forums about your product/industry. 3. Post-purchase surveys. 4. Ad comments. 5. Reviews (negative ones, specifically). These are all spots you can find: - Concerns about your product. - Things that convinced a purchaser to buy. - Common issues/pain points people have with your product/industry. …and a whole lot more qualitative data that, quite literally, lets you speak your prospects’ language in your ads (if you get the insights in the first place). If I was struggling creative and needed to nail my messaging, I would explore all of the above places for our customers’ / prospects’ concerns, and develop creative addressing them. Your customers are telling you what they want, what bothers them, etc. No reason not to use it!

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Brand Spending: Visualizing Exponentially Rising CPCs by Position We analyzed performance across hundreds of millions of impressions to reveal how ad costs on Google rise exponentially as you push for the top placement (100% Absolute Top of Page Impression Share) and how only a slight reduction in appearing top of page can considerably lower costs. Here’s what we found: 📈 CTR Trends Click-through rates (CTR) climb steadily from ~40% at 75% Absolute Top IS to ~50% at 100%. 💸 CPC Trends Cost-per-click (CPC), however, paints a starkly different picture. CPCs spike dramatically beyond 95% Absolute Top IS, with little proportional increase in CTR. Why Does This Happen? Ad rank and bidding competition drive these spikes. In simplified terms: assuming equal quality scores, you must bid £0.01 more than the highest competitor to claim the top spot. Competing advertisers like wholesaler partners optimizing for CPA or tROAS often ramp up bids during high-value moments. Google, leveraging signals like customer LTV, peak shopping demand, and engagement history, determines when to drive aggressive bidding. In these scenarios, your bid must outpace even their steepest increases, inflating costs disproportionately when securing every auction, especially the priciest ones. The Takeaway Owning top placement for brand terms or high-performing generics can be costly. A willingness to forgo the most competitive auctions can significantly reduce costs. We still see accounts bidding to 100% Abs top of page IS and it is very likely that forgoing the most competitive auctions will significantly reduce costs. This should be one analysis to understand how position impacts CTR and CPCs but then also this doesn’t account for Organic search. Especially on brand you’d need to understand the paid and organic relationship and build a level of incrementality from paid to put more context to the CPCs and cost you are allocating. What’s your experience with brand bidding? Have you seen similar patterns? Let’s discuss in the comments!

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Sponsored Brands are powerful. But most brands run them wrong. I see two common mistakes: 1. Treating SB as a vanity play, with no alignment to SP campaigns. 2. Running SB in isolation, without sequencing to capture conversions. The result? Low CTR, wasted impressions, and leadership teams questioning why SB exists at all. Here’s the contrarian view: SB alone is almost useless. SB + SP together is a force multiplier. When you integrate the two: - SB builds the trust. - SP closes the sale. - Together, they amplify each other. If you’re a CEO reviewing ad reports, don’t ask, “How’s SB doing?” Ask, “How is SB making SP more effective?” That’s the mindset shift. SB isn’t a silo. It’s the spark that makes SP catch fire. One of the most overlooked levers on Amazon is sequencing Sponsored Products with Sponsored Brands.  I’ve seen it first-hand.  A client running only SP campaigns was seeing flat CTR and stagnant growth. We layered in Sponsored Brands, positioned above SP ads, with messaging tied to brand value.  The results?   CTR jumped. Organic rank lifted. And SP campaigns converted better because shoppers already had brand recognition.  Why did this happen?  Because SB + SP together create a loop:   - SB introduces the brand and builds trust.   - SP captures that trust when shoppers scroll deeper.  When brands ignore this mix, they force SP campaigns to do all the heavy lifting. That’s expensive, inefficient, and shortsighted.  If you want to scale, don’t think SP vs. SB. Think SP + SB. It’s not an either/or game. It’s a system.  #amazonads #amazonppc #retailmedia #amazondsp #amazonseller #sellersofamazon #amazonmexico #amazon #ppc

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