#marketing-paid
Thread
Happy Friday! Would you still run 2-4 creative test iterations within each ad set for a cosmetic brand that is selling primarily through retail and has very little DTC?
Yes! even if you dont see the return on DTC right away, you build brand awareness that helps push retail sales which should = bigger retail orders
Yes
Thank you!
yes, they are building up DTC that means they need to test?
gurdeep while that is technically correct - whats the best way to know which ad to actually spend on? the paradox here is that since you dont know which ad actually does better from a footfall attribution standpoint - you can technically keep adding thousands of ads to test lol
@Mark H personally, i'd look at traffic, engagement etc. Saves/shares has been a big one. If people are sharing or saving a certain ad set, they are using it almost as a reminder of the product. So ad sets that show a high degree of engagement with those two metrics would lead me to create variations of those ads. then over time id track if retail sales do grow and find a formula that tracks retail growth with impressions/shares/saves metrics on the platform i ran ads. it wont be a one to one ration but youll get an idea.
thats a good point - so essentially, look at a good balance between roas metrics and engagement metrics to ensure they’re hitting both dtc/retail