Posts about Paid Channel Management

February 27, 2024
Why DTC brands should be using Google for top of funnel campaigns

TL;DR DTC brands miss out on sustainable growth by investing exclusively in bottom-of-funnel initiatives. Google Ads offers easily accessible tactics to grow top-of-funnel investment, especially YouTube, which serves as a strong platform to grow your brand over time (along with a handful of other tactics like Amazon DSP, TikTok, and Connected Television (CTV)). Despite measurement challenges, strategies like brand lifts and incrementality studies can provide valuable insights to validate this spending. Investing in brand awareness, even with a modest budget, can create lasting growth.

8 minute read
Chris Erickson
January 16, 2024
We talk to Google about the future of Google in 2024

We’ve handled billions of ad dollars on the Google platform alone for our clients so it might not surprise you to learn that: A) we’re deeply invested in what the future of Google advertising holds.

5 minute read
Santana Blanchette
December 28, 2023
How is AI going to impact Meta advertising in 2024?

TL;DR In 2024, Meta is intensifying its use of artificial intelligence (AI) in advertising, notably through its new Advantage+ suite of automated ad products and the AI Sandbox.

7 minute read
Akshita Tripathi
December 18, 2023
An expert Q&A about performance marketing on Meta

Oh Meta. It can be a complicated landscape to navigate full of options, audience types, functionalities, and ever changing rules. But on the other hand, it’s also a very necessary and important platform in your performance marketing mix. Luckily for you, it’s literally our job to navigate those changes. So we interviewed one of our Performance Strategists, Raneesha Peiris, to get her best advice on how to work in the Meta platforms.

4 minute read
Santana Blanchette
December 6, 2023
An expert Q&A about digital advertising for e-commerce

As any e-commerce marketer can tell you, digital advertising is one of the most important tools in their toolkit. This is even more true during big sale periods like Black Friday/Cyber Monday or Boxing Day. Nailing those sales can make or break profitability for the year (no pressure).

3 minute read
Chris Erickson
September 15, 2023
What to do when optimizing ROAS isn’t helping e-commerce business growth

TL;DR e-commerce businesses should take the time to understand the nuances around their profitability to create new strategies that support ROI over other traditional metrics like ROAS. One example we share here is how to maximize high-profit segments while finding a sustainable bidding strategy for low-profit groups.

4 minute read
Luisa Wen
September 15, 2023
10 steps to a successful sale

TL;DR There are 10 steps that Thrive often uses with our B2C and e-commerce clients to ensure a successful sale period. These steps are: 1) Optimize your creative by testing two distinct themes using A/B testing to determine a winner

7 minute read
Chris Erickson