Northbeam

We recently took on a multi 8-figure brand. In just 2.5 months, we increased their new customer revenue by 53%👇 Through revamping their Meta & Google ads programs, we were able to: Increase spend 28% Increase revenue 42% Increase MER 11% Increase New customer rev by 53% We did it in just 4 steps. Most impact was driven by Meta, so that’s what we’ll focus on here in this post. On Meta, we increased spend 45% while increasing ROAS. We unlocked customer acquisition for them (chief issue), enabling us to increase prospecting spend by 110% & shift it from 42% to 56% of overall budget. ✅ STEP 1 - Rebuilt the Foundation of their Meta Account - Cut the # of campaigns in half - 3x’d ASC spend. From 19% of overall budget to 38% - Implemented proper audience segmentation: * Introduced Klaviyo Audiences to split out a Retention campaign for cross-selling existing customers * Added in definitions for Engaged and Existing Customers in Advertising Settings (STILL somehow being missed by advertisers of all sizes) 👆Utilized Shopify Audiences’s Existing Customer audience for this ✅ STEP 2 - Introduced budget shifts during high performance periods Through simple data review, we identified that weekends performed 25% better than M-F so we introduced a higher allocation of weekly spend on Saturday and Sunday. ✅ STEP 3 - Identified the Proper Funnel (BIG unlock) - Changed their Meta prospecting campaigns from spray & pray across many SKUs on the store to a more concentrated approach with a focus on the hero product. This led to an AOV increase of 15% We increased AOV by $55… this led to us being able to tolerate a higher CAC, yet INCREASE performance and ROAS Not only did this restructuring of the funnel increase AOV, it also increased our Meta conversion rate by 10%, further enabling scale potential. ✅ STEP 4 - Introduced Structured Creative Testing Activated more diverse assets. We noticed that videos performed best on the account historically, yet they only represented 61% of spend. We increased video creative to 75% of spend on the account. ______________________________________________________ This all may seem trivial, nothing crazy here. Just foundational media buying, deep-diving on analytics to identify immediate opportunity, and critical thinking. No hacks. I’ve been seeing a LOT of these instances lately. Large brands growing on autopilot w/o a critical eye on the marketing programs in a long time. Strong brands often have longstanding issues that are masked, thanks to the success they’ve endured for years. If you're a brand struggling with new customer acquisition, there's a good chance you're missing something under the surface. Reach out if you want a second set of eyes on your accounts.

The Pain is Real.

Incremental MMM testing. What can go wrong? 1. Not giving it enough time. Since it’s 'incremental,' the impact may take time to show up. You should give it at least 3 months. 2. Not allocating enough spend. It should be at least 5% of your overall budget to show a noticeable impact. 3. Improper measurement. This includes ignoring the impact on other channels and/or relying on a single attribution model. 4. Repurposing creatives from other platforms rather than developing platform-specific creatives that follow best practices. 5. Comparing apples to apples with existing platforms and giving up too quickly. 6. Introducing incremental platforms into your media mix too early. Step 1: Optimize and maximize performance on existing channels. New creative concepts or campaign types can often drive more immediate impact than new channels. Step 2: Add new incremental channels only when you’ve plateaued on existing ones and are ready to scale. PS. Look how, over time, NEW customer revenue is growing and the investment in one of the incremental traffic tests is paying off. #growthmarketing #digitalmarketing #ecom

Incremental MMM testing. What can go wrong? 1. Not giving it enough time. Since it’s 'incremental,' the impact may take time to show up. You should give it at least 3 months. 2. Not allocating enough spend. It should be at least 5% of your overall budget to show a noticeable impact. 3. Improper measurement. This includes ignoring the impact on other channels and/or relying on a single attribution model. 4. Repurposing creatives from other platforms rather than developing platform-specific creatives that follow best practices. 5. Comparing apples to apples with existing platforms and giving up too quickly. 6. Introducing incremental platforms into your media mix too early. Step 1: Optimize and maximize performance on existing channels. New creative concepts or campaign types can often drive more immediate impact than new channels. Step 2: Add new incremental channels only when you’ve plateaued on existing ones and are ready to scale. PS. Look how, over time, NEW customer revenue is growing and the investment in one of the incremental traffic tests is paying off. #growthmarketing #digitalmarketing #ecom