8/20/25 - Episode 166
Episode Summary
TL;DR Summary
Small brands should delay ad spend until product-market fit is proven (around 100 sales). Focus on Google and Meta ads, understanding the difference between search-driven intent and interruption-based discovery. Video ads are essential and can be created cheaply and reused across platforms. Expect technical setup hurdles with ad platforms, but the payoff is worthwhile. Finally, keep control early, and only outsource when you find the right partner.
Episode Highlights
1. Speed & Agility of Small Brands
- Small brands can move quickly, test ideas, and pivot without bureaucracy.
- Direct access to decision-makers allows rapid experimentation and execution.
2. Start Only After Market Fit
- Secure product-market fit first.
- A common milestone: get your first 100 sales before spending on ads.
- Those initial sales usually take more effort than the next 900.
3. Intent vs. Interruption Ads
- Intent-based ads (Google Shopping, PPC): best when customers are actively searching.
- Interruption-based ads (social media, video): best for creating awareness of unknown products.
- The most effective starting platforms: Google and Meta (Facebook/Instagram).
4. Video & Creative
- Nearly all small e-commerce brands should use video, but very few do.
- One raw video can be repurposed into multiple versions (different voiceovers, subtitles, edits).
- Video is more forgiving than text or photos—mistakes are less noticeable.
5. Leverage Resources Across Platforms
- Creative made for one channel (e.g., Amazon infographics) can be reused across other platforms.
6. Setup Complexity
- Running Google ads requires multiple integrations: Shopify, Analytics, Merchant Center, and Ads.
- The setup can be tedious, but once done, it’s smooth to maintain.
7. Other Key Takeaways
- Be aware of pitfalls when copying strategies from big brands.
- Track effectiveness with metrics like ROAS and conversion attribution.
- Budget realistically and allow time for optimization.
- Hire agencies carefully—better to start in-house and only bring on partners when aligned.
Show Links
Transcript & Video
https://jadepuma.com/blogs/the-shopify-solutions-podcast/episode-166-ad-strategies-for-small-brands
