Good morning.
It’s happening.
We bought a box of tissues and put it on our desk. And we’re probably about a third of the way through it.
Send us your favorite chicken noodle soup recipes. Thanks.
Shopify reveals Q3 results and announces an integration with payabl.
Shopify’s bringing the receipts.
And they’re looking good: In Q3, Shopify revenue grew 32% to $2.84B, exceeding analyst estimates, while gross merchandise value surged 32% to just over $92B.
The holiday setup is looking strong, too. The platform projects mid-to-high 20% revenue growth in Q4 and is feeling confident heading into the holiday season.
So it looks like your e-commerce clients are well-prepared and ready to make the most of this busy season. Now’s a good time to make the most of that momentum.
Looking ahead, Shopify will probably keep getting better. Keep in mind it has new AI tools that help you build websites, track sales, and create marketing images, too, so your clients are becoming more skilled and reliable partners for your campaigns.
And speaking of helpful partners: European fintech payabl. launched a Shopify payment integration with 48-hour merchant onboarding and built-in fraud protection.
This is good news, because a clunky checkout can cost you big time. 43% of EU shoppers say they won’t come back after one bad experience, so yeah, this partnership couldn’t have come at a better time.
Third-party verification across all Snap’s ad formats, Black Friday insights, and Meta AI helps app promotions
Black Friday deals arrive early this year, but so do the metrics that prove they’re working.
Trust, but verify: Snap just rolled out third-party verification through Integral Ad Science for Chat feed, Sponsored Snaps, AR Lenses, and more.
This means you can check viewability and invalid traffic—and optimize spend and cut fraud—all while comparing verified audience reach across channels.
Hey, it’s better than relying on Snap’s numbers. Just saying.
Speaking of numbers, Snapchat is urging you to launch holiday campaigns right now.
Its data suggests two-thirds of users start gift research in July, CPMs run 70% lower in October than during Black Friday weekend, and conversions jump 150% from early November into Cyber Monday.
Ideally, building brand awareness during the consideration stage should lead to stronger performance when purchase intent peaks. Makes sense.
Find out who’s worth it: In yet another episode of platforms quoting numbers, Meta’s AI-powered value optimization reportedly gives app advertisers 29% more return on ad spend compared to volume optimization.
And longer exclusion windows with mobile measurement partners cut miscounted new-user installs by 20%. Meta’s system also analyzes billions of data points to find higher-value audiences than traditional targeting.
Aligning new-user definitions across third-party analytics also prevents wasted spend on reinstalls that don’t count.
Definitely all things we can get behind.
There’s still time to find your niche influencers for Q4
You probably know that UGC video ads are high converters for Black Friday because they are full of social proof.
Problem: How to find these perfectly matched creators? Skip sifting through social media by hand, your time is more valuable than that.
Solution: Insense.
You need Insense’s carefully vetted marketplace of 68,500+ UGC creators and micro-influencers from 35+ countries across the USA, Canada, Europe, APAC, and Latin America.
Major brands like Beauty Pie, Bones Coffee, Flo Health, and Aceable, use Insense to find, communicate, and manage creator collaborations through streamlined workflows, automated payments, lifetime usage rights, and diverse collaboration types.
- Quip saw an 85% influencer activation rate with product seeding
- Revolut partnered with 140+ creators, for 350+ UGC assets
- Matys Health saw 12x increased reach through TikTok Spark Ads
Book a free strategy call with Insense by November 14 and get $200 for your first campaign.
How to prepare for BFCM if you’re running Meta Ads
Black Friday Cyber Monday (BFCM) is the biggest opportunity of the year, yes. But as Jon Loomer points out, it’s also the most competitive.
Showing up is just the prologue. As ad dollars and competition increase, costs go up. Plan poorly, and you’ll just be wasting ad dollars.
1) Plan and build early.
Get your team aligned on the foundational questions:
- Is the offer site-wide or product-specific?
- When does it start and end?
- Will your email list get special treatment?
- What creative assets do you need?
2) Leverage multiple channels.
Your organic social, email list, and website should all work together. A cohesive rollout makes everything stronger.
3) Focus less on the “how.”
Don’t obsess over the number of campaigns, ad sets, or bidding strategies. No campaign structure will guarantee success, and getting lost in these technical weeds just wastes time.
It’s the offer, not the ad set, that matters. Instead of the “how,” focus on the “what.” This is what actually drives results.
4) Start simple.
Minimize campaigns, use the Sales objective, and lean into broad targeting. This frees you to focus on the important parts: Your product, offer, and messaging.
5) Dedicate your efforts to creative optimization.
Yes, your aspect ratios really do matter. You need to use the right ones, ensure your creative can be cropped, and lean into creative diversification with different formats and angles.
Oh, and use the advanced preview to help you catch avoidable, budget-wasting mistakes before you publish.
A little planning goes a long way.
Outline your offer early, support it with all your channels, and focus your effort on the creative.
7-figure e-commerce agency reveal their UGC Ads formula
Iveta Makedonska leads the creative department at Hustler Marketing—an agency that generated $100 million for their e-commerce clients in 2023.
In other words, she’s the mastermind behind hundreds of successful campaigns that brought in hundreds of thousands of dollars. Through years of trial, error, and deep market research, she developed a simple, step-by-step formula for creating high-converting UGC ads.
It’s a system anyone can replicate—and you can access it inside Stacked Marketer Pro. In just 2 hours, you’ll get the system to create winning UGC Ads from zero.
If you want PR, please send pics
What do you get when you combine infinite scrolling behavior of online users with a wall of text?
A piece of content that everyone skips, of course. Including online journalists.
In our latest hunt for fresh PR and marketing stats, we came across an interesting chart:
See that? If you want a publicist to check out your content, you need to include the eye candy:
- Images are the undisputed champion. 70% of journalists say they’ve included them in their content.
- Data visualization/infographics (30%) are a strong second. Journalists want data and they want visuals. That’s clear at this point.
- Videos (25%) and web polls/surveys (25%) are tied for third, showing that dynamic content and visualized data are both valuable assets.
Journalists have to package stories for a visual, distractible audience.
By providing high-quality images and infographics, you’re sending a “publish-ready” story.
Create a simple media kit for every single announcement. It should always include 3–5 high-resolution images and, if you have the data, one simple infographic visualizing the main takeaway.
Yep, just like this one!
BETTER RESULTS FROM AI: Yes, you can generate high-performing campaigns and get a better ROAS with AI. Our free weekly newsletter shows you one proven tactic used by top brands, plus how to automate work and deliver results that will impress your boss. Subscribe to Tactics for free.*
AI SEARCH: LLM referral traffic jumped 65% this year, but it has dropped 42.6% since July. Turns out ChatGPT now favors models that cite less. Monthly growth fell from 25.1% to 10.4%, and ChatGPT mentions dropped by a third in October. So, is LLM traffic actually shrinking?
GOOGLE: In case you missed a few of our newsletters, here is Google’s October AI roundup. Quantum computing is now 13,000x faster than supercomputers, and Gemini 2.5 can interact directly with user interfaces. It’s getting smarter every day, so expect new tools and features soon.
REDDIT: Can’t stop, won’t stop. Australia is expanding its under-16 social media ban to include Reddit and Kick. Compliance is required by December 10, or both platforms face big fines. TikTok, Snapchat, and Meta confirmed they’ll follow the law; YouTube, X, and Twitch haven’t yet. Expect more engagement shifts…
*This is a sponsored post.
Two scientists walk into a bar. One asks for H2O, then the second asks for H2O, too.
One of them dies. Why?
You can find the answer here.
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