Brands often expand to new ad platforms prematurely, but strategic channel expansion can unlock significant growth. This episode emphasizes mastering Meta and Google first, then diversifying into platforms like AppLovin with a robust creative system and incrementality measurement to ensure genuinely incremental returns, treating ad channels as investments rather than experiments.
Key takeaways
Before expanding, ensure your Meta and Google ads are optimized, with a solid creative production system and established operations for these core channels.
Implement incrementality measurement (e.g., geo-holdout testing) before venturing into new ad platforms to accurately assess their true impact on growth.
Leverage a creator content machine (UGC, 9x16 video) as the 'fuel' for successful expansion into platforms like AppLovin, Snapchat, TikTok, and YouTube Shorts.
Approach new ad channels as strategic investments, not mere experiments, focusing on platforms that offer meaningful scale opportunities and can deliver significant incremental returns.
Consider platforms like AppLovin, especially if your core channels are optimized, as it shows promise for driving genuinely incremental growth for select brands, particularly as it opens up further.
Most brands rush into new ad platforms before they’re ready. In this episode, Richard and Tony break down why channel expansion is less about “good or bad” and more about timing and fuel.They revisit the core sequence—master Meta, then Google—before adding channels like Snapchat, TikTok, YouTube, or Pinterest. And they go deep on why CTC is bullish on AppLovin, the mobile gaming ad platform that’s driving genuinely incremental growth for select brands.You’ll learn:The prerequisites for channel expansion (creative system + incrementality measurement)How AppLovin differs from Meta & Google—and why it’s working nowThe scale opportunity CTC sees as the platform opens up Oct 1Why CTC approaches channels as investments, not experimentsIf you’ve nailed your core channels and want to know when (and how) to expand, this episode is your playbook.Show Notes:Ready to solve your influencer strategy? Book Your Strategy Demo at https://www.getsaral.com/demoExplore the Prophit System: https://www.prophitsystem.comThe Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have about the world of eCom
What does this episode say about paid acquisition?
Before expanding, ensure your Meta and Google ads are optimized, with a solid creative production system and established operations for these core channels.
What does this episode say about analytics & attribution?
Implement incrementality measurement (e.g., geo-holdout testing) before venturing into new ad platforms to accurately assess their true impact on growth.
What does this episode say about brand & content?
Leverage a creator content machine (UGC, 9x16 video) as the 'fuel' for successful expansion into platforms like AppLovin, Snapchat, TikTok, and YouTube Shorts.
What does this episode say about paid acquisition?
Approach new ad channels as strategic investments, not mere experiments, focusing on platforms that offer meaningful scale opportunities and can deliver significant incremental returns.
What does this episode say about paid acquisition?
Consider platforms like AppLovin, especially if your core channels are optimized, as it shows promise for driving genuinely incremental growth for select brands, particularly as it opens up further.
