Michael De Boeck | DTC

I help e-commerce brands keep more profit | 25M+ in ad spend | Founder @ Prominence

[Michael De Boeck | DTC @PPCMichael]

Do you need additional remarketing campaigns if you are running P-Max on #googleads?

My 2 cents 🧵

TL;DR at the bottom.

#ppcchat

[Michael De Boeck | DTC @PPCMichael]

@rokhladnik How do you handle up to 40-50% leakage on exclusions - even with pixel + Shopify + Klaviyo?

[Michael De Boeck | DTC @PPCMichael]

@PhilKiel Would be great if the actual identification of people in these audience segments worked so advertisers could analyze it properly.

[Michael De Boeck | DTC @PPCMichael]

@AlfredSimon Where is the “sponsored” label on this? 😄

[Michael De Boeck | DTC @PPCMichael]

@andrewfoxwell 30 minutes from Brussels 👋

[Michael De Boeck | DTC @PPCMichael]

Interesting thought, but the core thesis is historically backwards.

Napoleon’s forced heirship laws were designed to DESTROY aristocratic dynasties, not protect them. Before the Civil Code, primogeniture kept entire estates with the eldest son. Forced equal partition was a revolutionary tool to fragment concentrated wealth across generations.
The mechanism you’re calling dynasty-protecting was literally the most effective dynasty-breaking reform in European history.

Also, plenty of European countries have aggressive estate taxes. Belgium (where I live) taxes inheritance up to 80% between non-relatives and 27% even between parents and children on larger estates. That’s hardly “entrenching dynasties.”

Meanwhile the US exempts ~$13M per person from estate tax and has made dynasty trusts a booming legal product. Which system is actually enabling generational wealth concentration?

[Michael De Boeck | DTC @PPCMichael]

@ChereneAubert would love access to the sheet.

[Michael De Boeck | DTC @PPCMichael]

@herrmanndigital @rokhladnik When you say: “partnership ads mixed in scaling campaign”, do they still have their own ad set or they are in the same ad sets?

Thanks for sharing!

[Michael De Boeck | DTC @PPCMichael]

@rokhladnik Next up: Meta Plus - pay to make sure your ads are personalized. 😂

[Michael De Boeck | DTC @PPCMichael]

The argument that in ABO, winners pay for losers, only works if the success rate is high enough.

Otherwise, it's the same fallacy where a gambler who thinks "I'll just double down when I lose", ends up losing all his money.

[Michael De Boeck | DTC @PPCMichael]

@johnhickey1970 So, @johnhickey1970,when will digital marketing finally become a priority for you guys? 😂

[Michael De Boeck | DTC @PPCMichael]

It’s such a blessing to be able to unplug completely, but I have noticed the same feeling upon returning to work.

Not sure if it’s anxiety or inertia. The day-to-day demands of running an agency are high but manageable when you are in rhythm. Much less so when you have to get up to speed again.

[Michael De Boeck | DTC @PPCMichael]

@ashvinmelwani It’s standard practice for us at this point. Not necessarily for the wasted ad spend, but for the faulty signal Meta might get from these low-quality clicks.

[Michael De Boeck | DTC @PPCMichael]

@ron_ecomm What I like about it is that your COGS remain hidden from the platforms but you can still optimize real-time on profit

[Michael De Boeck | DTC @PPCMichael]

@ron_ecomm We have. We use the standard purchase event but we sent the gross profit value per order to Meta instead of the revenue.

They also have custom events for new or return customers etc.

[Michael De Boeck | DTC @PPCMichael]

@ChereneAubert AdNova just sent out an email that they now have a Frame(.)io integration. - haven't tested it yet though.

[Michael De Boeck | DTC @PPCMichael]

@codyplof Micro or macro creators?

For micro: How about running a static ad into a typeform. Low budget, probably as cheap as an automation tool.

[Michael De Boeck | DTC @PPCMichael]

@MehtabKarta @MehtabKarta - interested!

[Michael De Boeck | DTC @PPCMichael]

@dtcprophet @herrmanndigital @dtcprophet - I don't think it's the CC's breaking either, but I do think something is functionally wrong at the moment.

Like @herrmanndigital mentioned, click quality seems to be very low.

[Michael De Boeck | DTC @PPCMichael]

@cmikulin Why is that for this specific brand?

> Competitors with highly similar products?

> Resellers bidding on the brand name?

Curious to learn about what makes brand search impactful for them.