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Good morning DTC readers!
Every marketer has made this face at least once:
Usually right before saying something like, âI think thereâs an interesting idea in here.â
Anyway, today weâve got a few things that deserve a much more enthusiastic reaction.
Letâs get into it.
đ Your Shopify Shopping labels may have vanished while your campaigns kept spending
@MenachemAni says a recent Google API update wiped custom labels and reset feed rules for some stores using Shopifyâs Google and YouTube app.
The campaigns kept running, so there was no obvious sign that the product groups and bidding inputs had changed underneath them.
Open Merchant Center and compare your labels, feed rules and product groups with your last known setup. A campaign can look alive while spending against the wrong catalog structure.
đ Add TV to the mix, then watch every channel perform better
Everyoneâs fighting for the same feed space on social, but what if adding TV to your media budget is the special sauce that can amplify results across your other channels? Â
It's not out of reach, get on the big screen with Universal Ads.
They've got no platform fees or hidden markups, so 100% of your budget goes to media, and because itâs a direct publisher relationship, you can count on your brand to be positioned next to premium and brand-safe content.
If you want to move quickly and start testing but are worried about creative constraints for TV, Universal Ads can help you get a TV ad built fast.
If you want to give it a go, use promo code UADTC for $1,500 in matched ad credits when you spend $1,500 to get up and running in minutes. New advertisers only, terms and conditions apply.
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đ ď¸ Google is testing PMax controls for Search, YouTube, and Display
Google is testing a Performance Max setting that lets advertisers push Search, YouTube, Display, Discover, Gmail, and Maps up or down.
The controls change how much CPA Google will accept from each channel, then PMax moves the budget from there. Keep the first adjustments small because last-click reporting can make YouTube look wasteful when it helped create the Search conversion.
Watch total campaign results, branded search and new-customer volume before tightening any channel.
đŹ Meta's testing automatic DMs for comment keywords
You've seen these ads. Comment a word, get a DM with a link. Meta's testing a feature that automates exactly that.
Businesses can set up to five keywords or phrases. If a customer uses any of these, they get an automatic DM with a promo code link or phone number, email, whatever you choose.
Itâs Instagram only for now. Worth requesting access if you're already running comment-gated giveaways or lead magnets.
â Fame doesnât pay the rent. Celebrity brands are shutting down.
Messi's hydration brand MĂĄs+ shut down right before the World Cup. Alex Cooper's Unwell is discontinuing this fall, joining Kim Kardashian's SKKN, Gwen Stefani's Gxve, and Drew Barrymore's Flower Beauty.
Branding CEO Sunny Bonnell says having attention and having permission to enter a category are two different things. Most of these brands only ever had the first one.
If your growth plan leans on a founder's following, that following fuels launch day sales, but not your retention stack.
đ¤ Universal Ads is picking up the tab for one brandâs Q4 campaign. Could it be yours?
Q4 is the priciest quarter to advertise. But this year, your media budget has the chance to catch a break.
Universal Ads is giving away $30,000 to one lucky brand to cover their Q4 TV campaign, from Black Friday, Cyber Monday, and holiday promotions.
No strings attached. No TV-ready ad required. Just enter for a shot at the $30K. Check out the Official Rules for eligibility, entry deadline, and complete terms.
And even if you donât win the big prize, you still get to feel like a winner: every eligible brand that enters gets $500 in matched ad credits.
Donât leave it too late. Go get your entry in. The clockâs ticking.
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đ Fjällräven makes product variety do the selling
This weekâs creative highlight looks at how Fjällräven turns a familiar bestseller into a clean, scroll-stopping Meta ad.
Why it works:
The format is easy to borrow: lead with your bestseller, surround it with a few color or product options, and use a close-up product detail to build the background.
đ§ How to Know When Youâre Marketing to the Wrong Customers
80% of one skincare brand's free-sample buyers never bought again.
This week, Jordan's joined by Pilothouse's Rafael Gi to break down a pattern showing up across brands at very different stages: the customer base, acquisition strategy, and messaging that got you here can eventually become the ceiling holding you back.
They walk through three real scenarios: that skincare brand, a sports brand that had outgrown its parent-focused positioning, and a sunglasses brand watching its higher-AOV segment grow while its traditional core market shrank.
âśď¸ Watch here | đ§ Listen on Spotify
âđ Q4 is when attention turns into revenue. Is your brand showing up where holiday shoppers are watching? This walkthrough from Universal Ads shows how to get a TV campaign live in minutes. Read the Quick Start Guide here. *
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