Proxima reposted this
POV: You're a DTC brand looking to increase top-of-funnel spend. You've got your creative production flywheel humming and are testing regularly. Broad targeting is performing well. But as you try scaling ad spend, performance drops. You go back, spin up new creatives, and try again. Marginally better results, so you crank up spend on the winners. But then...performance drops. You go back, again. Rinse and repeat. Scale into winning assets until...performance drops. This is groundhog day for marketers. When you default to "going broad" and relying solely on creative testing to scale, many marketers find themselves in this endless loop. So how do you escape this loop and break through your top-of-funnel spend ceiling? Try scaling through audiences. Not just creatives. Just like you test creatives, you need to experiment with audiences (beyond broad). Interest stacks, lookalikes, data-enriched seeds. I've seen audience testing help $250k/mo spenders 2x+ their top-of-funnel spend without efficiency loss. Dialing in your creative testing flywheel is table stakes. But relying exclusively on one strategy is a great way to get left in the dust. There are real wins to be had in the audience game right now. PS - We'll help you set up an audience test right now. DMs are open.