Going hands-free.
Good morning,
The DTC world was flabbergasted over Temu’s six Super Bowl spot blitz, but at $7M a pop, we’re talking under $50 million, which is small change compared to what they spend on Meta every month…
In January of 2023 alone, Temu ran over 8900 Meta ads. Their 2023 Meta total spend? $1.2 billion. 😲
Are you watching, Mr. Bezos? Temu wants that ring.
Here’s what you’ll find in today’s DTC:
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Search habits are changing. 👀
While Google still has a huge monopoly when it comes to online search, it’s worth paying attention to newer platforms like TikTok which are gaining popularity especially with Gen Z.
According to Adobe Analytics, while Google still retains the #1 spot as the ‘platform consumers find most helpful when searching for information’, TikTok has already cracked the top 5 and is ranked as the #4 favored search platform.
Here are the top 10 search platforms in 2024:
What has changed in terms of search preferences?
TikTok is quickly climbing the ranks when it comes to user preferences. 2 out of 5 Americans have used TikTok as a search engine.
1 in 10 Gen Z said they were more likely to rely on TikTok rather than Google as a search engine which is definitely worth noting.
Even Google is paying close attention to Gen Z’s search preferences and is now incorporating TikTok Videos into their featured snippets section and Search Generative Experience (SGE) so they don’t lose out on younger audiences.
But why? 🤔
Turns out people really like to consume short-form video.
But Adobe’s survey reveals some other interesting reasons why TikTok is so attractive as a search engine.
Some of the top reasons are:
The last reason is telling. While we relied more on Google News and X for breaking stories in the past, more people prefer to search for news and trends on TikTok nowadays.
And... when something goes viral on TikTok (like Muni Long’s Made For Me Challenge), we end up seeing the impact in Google SERPs as well.
The takeaway?
As search habits become more fragmented, brands will need to invest in their Google SEO but also their TikTok SEO as well. Creating a more holistic SEO strategy is the best way to gain more visibility as search preferences continue to diversify.
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This week the Pilothouse Meta team shares their insights on improving CPMs for your Meta Ads.
Having a cost-effective CPM is important for your campaigns so you’re getting the most out of your ad dollars. 💰
What’s the difference between CPM and CPC?
While advertisers on Google are charged per click (CPC) or engagement, Meta Ads use a CPM Cost-Per-Thousand Impressions) model, where advertisers are billed based on the number of impressions or views their ads receive per thousand.
Becoming familiar with metrics like CPC and CPM allow you to keep your costs down while scaling your ad campaigns.
Try these tactics to improve the cost-effectiveness of CPM:
Essentially, when you get CPCs and CPMs down, you can push more budget behind the ads and unlock more profitable scaling. Try these tactics and let us know how it goes!
TL;DR — If you don’t have the time or capacity to really sink your teeth into making your Meta performance the best it can be, reach out.
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DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.
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