DTC732: Increase Traffic: SEO Eyebrow Technique

Good morning,

Meta’s announcement that they will end fact-checking on the platform is not going well with advertisers.

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What happened?

Zuckerberg decided to ditch fact-checkers in favor of a community notes feature similar to X, which allows users to flag misinformation.  

However… brands feel these changes may hurt their brand reputation if their ads run alongside toxic content.

You’re reading this newsletter along with new subscribers from: MAC Cosmetics, Mom’s Meals, and DASH Water. 👋

❓ Have You Asked Yourself This Important Question?

When you meet to set your brand’s 2025 goals, make sure you don’t miss this key question:

Do we have the expertise and resources to achieve what we’ve set out to do?

In 2024, Pilothouse helped brands crush their goals—delivering record-breaking sales days, higher ROI on ad spend, better conversion rates, and improved ROAS.

Too many brands dream big but fall short because they lack the strategy to execute.

Don’t let 2025 be the year of wasted budgets, missed opportunities, and unnecessary stress.

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Start strong. Finish stronger.

👉 Schedule your free call with Pilothouse today.

🤨 How Using This Hack Can Help Bring In More Traffic To Your Site

SEO expert Ross Hudgens shared this simple trick for improving your site’s SEO without sacrificing readability.

He calls this the ‘eyebrow technique.’

Here’s an example from the SoFi site. 👇

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When you look at the copy on the homepage slideshow, it uses the eyebrow technique to include keywords to improve its visibility in organic search.

And… It also leaves room for persuasive copy that gets visitors to click on the call to action button.

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How it works:

The main keyword, ‘Student Loan Refinancing,’ sits above the main text in yellow (forming the eyebrow). This is a popular keyword that boasts a high volume of monthly searches.

Under the keyword, there’s room to craft sales copy that still feels conversational and on-brand.

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Here’s how you can use the eyebrow technique on your own site:

1️⃣ Use a tool like Ahrefs or SEMrush to find a keyword that’s relevant to your niche.

You can use this keyword as your main headline in smaller text.

💡 Add this text in a color block, so it pops on the screen.

2️⃣ Below it, use larger text for engaging brand and sales copy to hook in your audience.

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The takeaway?

This is a great way to improve your site’s SEO without compromising on your copywriting or aesthetics.

⚡ Use Cost Caps To Your Advantage

Looking to increase efficiency on your account?

The Pilothouse Meta team recommends giving Advantage+ campaigns with cost caps a try.

The team recently ran a test with top ads on an ad account and saw stronger performance at a higher scale using a cost cap campaign over the last 14 days.

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Here are the results:

👉 The cost cap campaign had stronger CPMs and link CPCs, along with  higher ROAS and lower CPA compared to the highest volume campaign at 2x the scale.

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Here’s how to set up a similar test on your account:

• Identify 5-6 top ads: Locate your top performers from the past week or 14 days.
• Create a highest volume Advantage+ Shopping Campaign: Use a 0% existing customer cap and add your top ads to the campaign.
• Duplicate the campaign and apply a cost-per-result goal in the campaign settings.

The team recommends using the average CPA for the last 14 days as a starting point and adjusting based on delivery and performance.

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• Launch the two campaigns at equal budgets: Let them run for at least 7 days to determine which bid strategy works better in your account.

If you’re looking for more specific recommendations or support with your ad account, reach out to the Pilothouse Meta team today to explore your options.

🌐 IN THE SOCIAL SPHERE

Google Ads has now introduced two more ways for advertisers to add promo codes to their listings.

You can find it under the Promotion Details section of promotions assets.

There is now an option to add a bar code or a QR code in the dropdown menu.

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⚡ QUICK HITS

🤳 What does a successful influencer program look like in 2025? Discover your winning influencer strategy and join SARAL and DTC’s high-impact webinar this January 29th at 10 AM PST / 1 PM EST. Reserve your seat now. *

📥 Got a B2B Biz?

Join dozens of B2B companies finding demand-gen success through our niche community of 150k brand leaders and founders this year. Talk to our team to learn more.

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Have you heard our latest podcasts?

• ⭕ TWBERP 16: Track The Lifecycles That Drive Business Success
• 💪 Dan Crosby’s Relaunch of BioSteel: From Bankruptcy to Profit
• 📧 AKNF 472: What Email Retention Strategies To Focus on for 2025
• ⛰️ TWBERP 15: Building An Email Audience in 2025
• 🏃 FabFitFun’s $1B Subscription Blueprint: Customization and Value
• 💡 AKNF 470: How Amazon’s Badges Impact Your Sales Strategy

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Don’t forget to rate the DTC Podcast on Apple (⭐️⭐️⭐️⭐️⭐️)

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DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.

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