This episode dives into how to effectively scale paid advertising campaigns on emerging platforms like AppLovin. It covers strategies for creative partnerships and the operational considerations for businesses experiencing rapid growth. Ecommerce operators will learn how to diversify their ad spend beyond traditional channels and manage the associated challenges.
Key takeaways
True Classic scaled AppLovin to $100K/day in ad spend by implementing a 'stair-stepping' method, focusing on gradual, controlled growth to avoid operational overload.
When expanding to new ad channels, prioritize creating an internal "playbook" of proven creative strategies to leverage with new partners, rather than starting from scratch.
Consider an "AI-first" approach for brand consolidation to streamline operations and identify emerging market opportunities more efficiently.
Recognize that growth can be detrimental if the underlying operational infrastructure (e.g., marketing org, supply chain) isn't prepared to handle the increased demand.
Utilize dedicated account teams from emerging ad platforms to optimize creative and targeting, as these teams often have specialized knowledge to drive performance improvements.
Today we are getting into the hottest new ad channel in ecommerce right now - AppLovin. We discuss how we’ve been using it within our brands, the pros and the cons of this emerging channel, and whether it's a scalable alternative to Meta Ads. Cody shares results from his team's recent holdout test, breaking down AppLovin's impact on incremental sales, new vs. repeat customers, and CPAs. We also unpack broader strategies for driving growth across paid media, creative campaigns, and channel diversification. If you have a question for the MOperators Hotline, click the link to be in with a chance of it being discussed on the show: https://forms.gle/1W7nKoNK5Zakm1Xv6 00:00 Celebrating Milestones and Sales Success
02:47 Scaling Paid Social: Creative Testing Strategies
05:49 Exploring AppLovin: The New Ad Channel
18:11 Understanding AppLovin's User Base and Growth
23:49 Measuring Incrementality: The AppLovin Test Results
29:46 Reactivating Customers: The Cost-Benefit Analysis
33:40 Customer Reactivation Challenges
36:01 Understanding Incrementality and Profitability
39:14 Analyzing New Customer Acquisition
46:07 Exploring the Limitations of Customer Exclusions
51:04 Innovative TV Campaign Strategies
56:24 Measuring TV Campaign Effectiveness Operators Exclusive Slack: https://join.slack.com/t/9operators/shared_invite/zt-2tdfu426r-TepSHJP~evAyDfR29U2qUw Powered by:
Motion.
https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-reads Prescient AI.
https://www.prescientai.com/operators Richpanel.
https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdesc Su
What does this episode say about paid acquisition?
True Classic scaled AppLovin to $100K/day in ad spend by implementing a 'stair-stepping' method, focusing on gradual, controlled growth to avoid operational overload.
What does this episode say about finance & fundraising?
When expanding to new ad channels, prioritize creating an internal "playbook" of proven creative strategies to leverage with new partners, rather than starting from scratch.
What does this episode say about founder & leadership?
Consider an "AI-first" approach for brand consolidation to streamline operations and identify emerging market opportunities more efficiently.
What does this episode say about ai & automation?
Recognize that growth can be detrimental if the underlying operational infrastructure (e.g., marketing org, supply chain) isn't prepared to handle the increased demand.
What does this episode say about paid acquisition?
Utilize dedicated account teams from emerging ad platforms to optimize creative and targeting, as these teams often have specialized knowledge to drive performance improvements.
