More Traffic Won't Get You More Customers

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Welcome to this issue of The DTC Insider newsletter. 👋

We strive to deliver the latest growth marketing news and trends in the DTC space straight to your inbox every Wednesday.

Topics we’ll cover today:

💠 Meta Removes Detailed Targeting Exclusions from Ad Campaigns
💠 More Traffic Won't Get You More Customers
💠 Turning Challenges into Opportunities

Meta Removes Detailed Targeting Exclusions from Ad Campaigns

Back in May, Meta accidentally sent out a note about this.

However, last week, they made it official: they'll remove detailed targeting exclusions (ie. previous buyers and website visitors, among many other audiences you could exclude).

How will this affect the performance?

By now, we know Meta's algorithm is getting smarter and it needs less human inputs to perform well.

However, will excluding audiences still be relevant?

Meta tested it and the result was an improvement of cost per conversion by 22.6% when removing detailed targeting exclusions.

What should we do with the existing campaigns?

Meta says that detailed targeting exclusions are no longer available for new campaigns.

However, existing campaigns that are using audience exclusions will remain unaffected until January 31st, 2025.

More Traffic Won't Get You More Customers

Want to get more website traffic from Meta?

Please don't do this 👇

A client recently approached us with this request and asked us to do it through a Traffic campaign.

You may be wondering: "So? What's wrong with that?"

Let me explain why this is a HUGE mistake.

On Meta, you'll get what you ask for.

👉 Want likes in your posts? Run an engagement campaign

👉 Visits to your website? Run a Traffic campaign

👉 Video views? Run a Video views campaign

👉 Conversions? Run a Sales campaign

What's the catch? You'll ONLY get one of them.

This means you WON'T get a "secondary" effect/action after the one you wanted them to perform.

For example, if you're thinking: "I'll run a Traffic campaign, and a % of them will buy".

I can tell you right now, it won't happen.

We have tested it with hundreds of thousands of dollars and even tracked it with attribution tools.

And nothing. Not a single result.

Why?

Easy: Meta will give you a subset of people within your audience who is likely to perform the desired action (ie. liking a post, watching a video, visiting a website, or converting).

So, does this mean the classic "Awareness - Consideration - Conversions" buyer's journey is a lie?

Not at all.

That means that the audiences and the MESSAGING are what change across the phases of the sales funnel.

How?

Awareness (Top of the funnel): they are problem-aware. This means that they know they have a problem (in the best-case scenario), but not how to solve it.

Consideration (Middle of the funnel): they are solution-aware. They know what types of solutions exist in the market. So they're trying to find the best one for them.

Conversion (Bottom of the funnel): they know what you can do for them, but may have objections or reasons for not taking action, so they need a final push.

Do you see the difference?

Turning Challenges into Opportunities

In 2022, this founder broke up with his partner and had to rebuild his entire team after 5 years.

Today, they're growing 30% YoY (and in a very tough context). 👏

But that's not all...

He also owns a digital marketing agency.

So we got to discuss things from both perspectives, which made it a very interesting conversation!

Listen to this episode of The DTC Insider podcast, where I sat down with Kyle Bergman - founder of Swoveralls - to discuss this and many more interesting topics about his journey.

We discussed:

👉 The challenges faced by Swoveralls over the past few years
👉 Insights from running both a brand and an agency in the current DTC landscape
👉 Rebuilding the team from scratch in 2022
👉 Achieving 30% year-over-year growth: Key changes and strategies implemented
👉 Customer acquisition and retention strategies: What’s working and the top channels used
👉 Retention strategies
👉 Balancing optimization for customer happiness with sustainable practices and cost management
👉 Future plans for Swoveralls

🎧 Tune in!

More episodes our listeners love:

💎 IQBAR’s Journey to 10,000 Locations And $50 Million with Will Nitze

💎 The Secret Sauce Behind BattlBox's Success with John Roman

💎 Supplement Brand Bootstrapped $10,000 and Built It Into Sales of $30 Million in Three Years with Ronak Shah

💎 Unlocking 9-Figure Growth: The Blueprint That Transformed Two Brands with Brett Swensen

💎 Navigating Growth Beyond Your Niche with Podium Nutrition’s CMO

Also Happening in the DTC space:

📰 Google Introduces New AI Tools For Performance Max Campaigns
📰 How Amazon helps shape the future of frictionless checkout
📰 How to win over customers in inflationary times

Work for a DTC Brand?

Are you unable to scale your ad campaigns without seeing a dip in performance?

At BSR Digital, we have over 10 years of experience doing that, and that’s the main reason our clients see anywhere from 36% to 77% increase in revenue and profit within the first 6 months of working with us.

If you're ready to shake things up and turbocharge your growth, let's chat!

Book a discovery call with us, and let's brainstorm some game-changing ideas together.

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