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In today’s newsletter,
Scale Your IRL Campaigns Like Digital Ads
Is your branded search ad wasted spend
The seeding math behind viral TikTok Shop videos
Find your next product idea in comments
Stop Spending. Start Scaling.
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Scale Your IRL Campaigns Like Digital Ads
Out Of Home advertising has long been effective but hard to scale—until now. AdQuick makes it simple to plan, deploy, and measure campaigns with the same efficiency and insight you expect from online marketing tools.
Marketers agree: OOH is powerful for brand growth, driving new customers, and reinforcing messaging. AdQuick makes it easy, intuitive, and data-driven—so you can treat real-world campaigns like any other digital channel.
Paid Search
Is your branded search ad wasted spend
Branded search is when you bid on your own brand name in Google Ads, so your paid ad shows up above your free listing when someone searches for you directly.
Most stores do this without ever questioning it, because the ad usually looks like it's "working." It shows up with great numbers: high conversion rate, low cost per sale.
But here's the catch. Someone searching your brand name was probably going to click on your website anyway, whether or not you paid for an ad.
Your free listing would've shown up right below it. So the ad might not be earning you a single extra sale. It might just be taking credit for traffic you already had.
According to marketing consultant Tom Leonard, when brands turn off branded search entirely, the most common result is nothing. Sales don't drop. People still find the site through the free listing that was already there.
The only way to know for sure is to test it yourself. Turn off your branded search ads for two to four weeks. Watch your total sales, not just the branded search numbers, since those will obviously go to zero.
If your overall sales stay flat, that spend wasn't doing anything. If sales actually drop, branded search was pulling more weight than it looked like, and you should turn it back on.
Action Summary:
Check how much you're currently spending on branded search ads (your own brand name as a keyword)
Turn those ads off for 2-4 weeks
Track your total store sales during that period, not just branded search numbers
If sales hold steady, keep it off and reallocate that budget. If sales drop, turn it back on
Credit: OMG Commerce
TikTok
The seeding math behind viral TikTok Shop videos
Most brands send out 100 samples, get a handful of mediocre videos back, and conclude TikTok Shop doesn't work for them.
Jordan West, founder of Social Commerce Club, runs a different framework with his agency's TikTok Shop seeding.
The math: seed 200 creators. Ask for 5 videos from each. That gets you 1,000 videos to work with.
If 200 creators isn't realistic for your brand size or budget, the ratio still holds at a smaller scale — 20 creators x 5 videos gets you 100 videos to work with.
From there, the numbers follow the Pareto principle. Of those 1,000 videos, roughly 200 turn out good. Of those 200, roughly 40 go on to perform well or go viral.
The reason 5 videos per creator matters: if a creator only makes 1 or 2 videos, they may never get to the version that actually works. More reps per creator means more chances to land on the hook, angle, or use case that takes off.
Action Summary:
Identify creators in your product category to seed on TikTok Shop
Request 5 videos per creator instead of 1
Keep the 1:5 creator-to-video ratio even at a smaller scale (20 creators x 5 videos = 100 videos)
Track how many videos come back "good" and how many break out, so you can see your own ratio over time
Credit: OMG commerce
Competitor Research
Find your next product idea in comments
There’s an easy alternative to customer survey.
Reading the comments on your competitor's posts.
Most people scroll past comments without registering them as data. But it's one of the few places potential customers say exactly what frustrates them and what would make them buy, unprompted and for free.
Pick 2-3 direct competitors. Go through their last 20-30 posts and read every comment, not just the top ones. Look for three patterns: repeated questions, repeated complaints, and repeated praise in the customer's own words.
Each one is either a product opportunity or copy you can test in your own ads, since it's proof of the language your audience actually uses.
Action Summary:
Pick 2-3 direct competitors and go to their last 20-30 posts
Read every comment, not just the top ones
Note repeated questions, complaints, and praise
Use that exact language in your own product copy or content
Credit: Alex Cattoni
Stop Spending. Start Scaling.
Most brands running external traffic aren't scaling — they're just spending. Levanta's free playbook breaks down 7 proven strategies: what works, what bleeds budget, and how top brands drive millions in off-Amazon revenue.
Have questions or feedback? You can write to kaushal@dtcdailynews.com