Marketing News / Digital Advertising
I spend a lot of time testing ad formats on TikTok for fashion clients, trying to answer a deceptively simple question: Which creative format actually increases add-to-cart rates? Over the past year, I've run dozens of experiments across boutiques, DTC brands, and marketplaces. What I’ve learned...
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I’ve spent years testing creatives across channels, and TikTok has taught me one thing: what looks great on paper often fizzles in the feed. To avoid pouring ad budgets into videos that won’t scale, I rely on a simple, repeatable 3-metric preflight test that predicts which TikTok creatives will...
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I’ve burned my share of ad budgets learning what scales on TikTok — and I’ve also saved thousands by running cheap, smart creative tests that reveal whether a concept has the potential to scale before I hand over a large media plan. Below I’ll share the practical, low-cost experiments I run...
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Running a 7-day ad test is one of my favorite sanity checks when launching a new campaign. It’s short enough to move quickly, but long enough to collect meaningful signals—if you know what to look for. Over the years I’ve learned that the temptation to chase impressions or vanity metrics can...
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I run a lot of creative tests before I let a TikTok ad campaign loose. Over the years I’ve learned that a viral-looking video isn’t enough — you need predictable signals that tell you whether a creative will perform once it’s scaled. I want to share a practical, six-step pre-launch test I...
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When sales volumes are too low to run traditional A/B incrementality tests, I get it — the fear of wasting budget or losing momentum can paralyze any marketer. Over the years I've worked with small e-commerce brands and niche B2B products where every sale matters. I learned to treat low-volume...
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When I chat with clients or analyze the performance of TikTok ad campaigns, one recurring issue keeps popping up: brands jump onto the platform without truly understanding *who* they’re trying to engage. TikTok isn’t “just another social media channel.” It’s a cultural ecosystem shaped by...
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Hello everyone, Élise Martin here—welcome back to Marketing News. Today, I want to talk to you about one of the most common (and costly) mistakes I repeatedly see businesses make with their Facebook Ads. Whether you’re running your very first campaign or managing multiple ad sets for clients,...
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As a marketer always looking for ways to connect with audiences on a deeper level, I’ve come to appreciate the potential of Spotify ads for creating memorable brand experiences. With over 500 million active users worldwide, Spotify offers not just a platform for streaming music and podcasts but...
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Google Ads: the ultimate powerhouse for digital advertising, yet, at times, it can feel like navigating through a labyrinth. Whether you're a seasoned marketer or just stepping into the world of online campaigns, there's always a fresh perspective or a new strategy waiting to be uncovered. Today, I...
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