Meta Ad performance is declining for many DTC brands, with rising CPMs and falling conversion rates. This episode dives into the 'why' behind these shifts and provides immediate actionable strategies, including specific exclusion settings and bid multipliers, to help ecommerce operators reclaim their ad performance and drive growth amidst these challenges.
Key takeaways
Implement exclusion settings and bid multipliers to combat rising CPMs and falling conversion rates on Meta. The hosts share specific strategies they are testing at their own brands.
Analyze product pricing and merchandising strategies in conjunction with ad performance. Ridge's chain launch offers lessons on how product strategy impacts overall ad success.
Evaluate the potential of TikTok Shop's affiliate program over its storefront for driving sales. The episode debates which platform offers more leverage for ecommerce brands.
Regularly review and adapt your Meta ad strategies to quiet shifts in platform performance rather than relying on outdated tactics.
Move beyond basic A/B testing and consider strategies like those used by Jones Road Beauty (qualitative research leading to six consecutive wins) for more impactful CRO.
“I don’t think our ads are any better.” Why are Meta click-through rates rising while conversion rates keep falling? Connor MacDonald (CMO, Ridge), Cody Plofker (CEO, Jones Road Beauty), and Connor Rolain (Head of Growth, HexClad) unpack why Meta ad performance has quietly shifted across ecommerce accounts. They break down Ridge’s new chains launch and the merchandising lessons behind it, and debate whether TikTok Shop’s affiliate program matters more than its storefront. Meta CPMs and click-through rates keep climbing across DTC accounts, even as conversion rates fall. The hosts respond with the exclusion settings and bid multipliers they are testing to fight back. From there, the conversation turns to Ridge’s chains launch and the pricing lessons behind it. Powered By Motion Creative Benchmarks 2026 https://9ops.co/motionapp-creativebenchmarks2026 Richpanel https://9ops.co/richpanel-mops Aftersell https://9ops.co/aftersell-mops Haus https://www.haus.io/operators NeonPixel https://9ops.co/neonpixel Operators Newsletter https://9operators.com/
What does this episode say about paid acquisition?
Implement exclusion settings and bid multipliers to combat rising CPMs and falling conversion rates on Meta. The hosts share specific strategies they are testing at their own brands.
What does this episode say about dtc strategy?
Analyze product pricing and merchandising strategies in conjunction with ad performance. Ridge's chain launch offers lessons on how product strategy impacts overall ad success.
What does this episode say about conversion & cro?
Evaluate the potential of TikTok Shop's affiliate program over its storefront for driving sales. The episode debates which platform offers more leverage for ecommerce brands.
What does this episode say about product & merchandising?
Regularly review and adapt your Meta ad strategies to quiet shifts in platform performance rather than relying on outdated tactics.
What does this episode say about paid acquisition?
Move beyond basic A/B testing and consider strategies like those used by Jones Road Beauty (qualitative research leading to six consecutive wins) for more impactful CRO.
