How Oh Polly Scaled Snapchat by 278% While Improving CAC by 20%
Google Search Algorithm Documents Have Leaked
Recent Content Trends on Facebook
Snapchat’s User Base is Growing Up
Dive in!
🚀 How Oh Polly Scaled Snapchat by 278% While Improving CAC by 20%
Oh Polly, a fast-growing women's fashion retailer, sought explosive growth in the US. They turned to Fospha’s impressions and click modelling to get a holistic view of their marketing performance.
📈 Stunning Results
21-Day Test: Increased spend by 85% with a 25% improvement in CAC.
60-Day Milestone: Scaled Snapchat US spend by 233%, leading to a 278% revenue growth.
“Fospha has been a game changer for understanding how our paid media channels are performing” - Will Wilkie, Digital Marketing Manager
Using Fospha data, Oh Polly has transformed Snapchat into one of their most efficient US channels.
Chrome Usage: Google uses Chrome to track webpage clicks, impacting which pages appear in search query sitemaps.
Click Signals: Google heavily relies on user clicks for ranking, with NavBoost focusing specifically on click data, distinguishing between short and long clicks.
Exact Match Domains: Contrary to previous beliefs, exact match domains can negatively affect rankings, akin to keyword stuffing.
Topic Whitelists: Certain topics, like COVID information and political content require manual approval to appear in search results.
🎉 Like our newsletter? Please share with your friends!🎉
If you've been forwarded this mail, click below to subscribe and get these insights every week.
💰Performance Max Is Over-Invested. Brands are Opting For Paid Social Instead
Performance Max falls behind from a Relative ROAS POV, with a ROAS 6% worse than other channels on average. In contrast, Meta performs 103% than other channels on average.
So why does PMAX remain such a popular choice? A lot of the time, it comes down to unreliable attribution.
👉 Google Analytics data is roughly accurate for PMAX but undervalues Meta by 5.8X.
👉 Meta over-values Conversion activity by 14% and under-values Awareness by 687%, making justifying scaling challenging.
The best brands are taking the leap to invest in proper measurement, gaining better visibility over Paid Social.
📺 Ad Campaigns ‘Breathe’—Over Optimization Can Suffocate Results A digital marketer’s aggressive optimization of Google Ads backfired, doubling their business' CAC and halving ROAS. Switching too quickly from CPL to CAC reduced data points fed to Google, crippling its algorithm. Lesson: Over-optimization can harm campaigns; balance and sufficient data are crucial.
♾️ Meta Tests Non-Skippable Instagram Ads Meta is testing non-skippable ads in Instagram’s main feed. This move mirrors YouTube’s ad strategy but has sparked user backlash. Marketers should note the potential for increased ad visibility, though user frustration could impact engagement.
🔎 Why Optimising For Search Intent Matters Prioritizing search intent over keyword relevance leads to higher conversion rates. Traditional keyword research often targets high-volume, low-intent searches that don't convert well. Effective SEO campaigns start with understanding customer search intent, aligning content with high-conversion intents.
🛍️ Luxury eCommerce: Who’s Surviving and Why The companies proving more resilient in luxury eCom emphasize unit economics and profitability instead of pursuing growth at all costs. They target a defined customer segment, offering carefully selected products that appeal to their niche market. They cut unnecessary expenses while maintaining investment in customer experience.
%20(Twitter%20Post)%20(4).png?upscale=true&width=1200&upscale=true&name=eCom%20Marketer%20newsletter%20header%20%20(1200%20x%20536%20px)%20(Twitter%20Post)%20(4).png)
.jpg?upscale=true&width=1120&upscale=true&name=With-Background%20(1).jpg)
.png?upscale=true&width=420&upscale=true&name=D2C%20(2).png)