I've recently transitioned into pure performance play with over 2 years in purchase driven performance marketing I have been running a broad sales purchase objective like a good boy as everyone in the world is telling me. Tell you what. CPMs are above 60$ sometimes 80$ and ad sets barely come out of learning. Starting to think sales ads are hoax. I'm into beauty and skincare. Thoughts?
I run growth marketing for a skincare brand in the US.
We recently launched in Target and are excited about the growth opportunities.
But on digital, we're seeing a very high CAC ($100+) and CPMs of around $60 on broad sales campaigns.
I want to understand the reason. Is it simply that our creative isn't good enough and we need to keep experimenting? Or are our CAC and CPMs high because Meta has to work overtime to find the relevant audience?
That brings me to a more important question: should I focus on awareness and recall first? Build credibility and recall with a certain audience so they trust us, and our CAC comes down. Budget isn't the problem; slow growth is.
For experienced marketers at beauty brands: do you ever focus on awareness and recall in the growth stage, or do you just focus on sales and scaling?
Budget isn't the main constrain**t. Slow growth is.**
For those who've scaled beauty/skincare brands:
Have you deliberately run awareness campaigns during the growth stage, and did they measurably bring CAC down?
Roughly what % of spend went to awareness vs sales?
How long before you saw any effect?
How did you measure it (lift studies, MMM, retail sales by region, something else)?
Or did you stick to sales campaigns and brute-force creative testing?
Keen to hear from anyone who's tested this, whether it worked or not
I've had experience in digital, brand building, product management for 10 years. Pretty good in growth and performance marketing, and have run teams for 15. Worked in a leadership position in an agency, exposed to a variety of brands and a variety of campaigns. Currently leading a D2C and channel growth lead in a US based brand operating from India.
People with 15-20+ years of experience. Lend me your wisdom?
I've had experience in digital, brand building, product management for 10 years. Pretty good in growth and performance marketing, and have run teams for 15. Worked in a leadership position in an agency, exposed to a variety of brands and a variety of campaigns. Currently leading a D2C and channel growth lead in a US based brand operating from India.
People with 15-20+ years of experience. Lend me your wisdom?
We tend to scale how fair someone's natural advantage is. For example - If a beautiful person has an unfair advantage at Job by getting more facetime with important stakeholders. Specially conventional attractive people are usually looked down apon having an 'unfair' advantage in case they're favoured in any wall of life apart from acting/modelling.
Could a case be made for naturally intelligent people as well? People who are born with higher intellect or cognitive abilities? Why don't we view them as having an unfair advantage? Or do we?