eCommerce - Mason Interactive

Summary

Mason quadrupled Tayst Coffee Roasters’s bottom-of-the-funnel sales at no increase in cost, with our rigorous, methodical, ad-testing strategy. Our scientific methodology for digital advertising isolates and tests individual variables can dramatically improve campaign performance when marketing to finite remarketing audiences.

Challenge

The bottom of anyone’s sales funnel has a fixed, finite audience. In Tayst’s Case, it was defined as the last 90 days of website visitors + any who “added to cart” over the last year + engaged email subscribers.

Working with fixed audiences, advertisers face a critical efficiency challenge: Meta charges on a CPM based on reach and frequency, which are products of the finite audience size. Said another way, Meta charges for impressions regardless of performance, so every click is crucial to ROI. Tayst Coffee Roasters needed to maximize the value of their remarketing budget by generating the highest possible engagement from their existing audience.

Solution

Mason implemented a methodical, scientific testing process that isolated individual variables to measure their specific impact on ad performance. This approach included:

Baseline Testing: Created three distinct ad variations to establish performance benchmarks

Variable Isolation: Systematically tested one variable at a time:

Image variations

Copy variations

Color schemes

Call-to-action buttons

Implementation

The process followed five distinct phases:

Phase 1: Base Ad Testing

Developed three initial variations

Tested different combinations of imagery, copy, and CTAs

Identified winning ad with 0.5% CTR as a baseline

Phase 2: Image Optimization

Created variations of winning ads with different product imagery

Maintained consistent copy and CTAs

Improved CTR to 0.7% with optimal image

Phase 3: Copy Testing

Tested different messaging approaches

“A Revolutionary Single-Serve Pod” headline achieved 0.9% CTR

Demonstrated importance of value proposition clarity

Phase 4: Color Optimization

Tested green, orange, and light green backgrounds

Light green variation achieved 1% CTR

Showed significant impact of visual elements on engagement

Phase 5: CTA Refinement

Tested different button text variations:

“Shop Now”

“Start Your Journey”

“Taste the Difference”

Final optimization achieved 2% CTR

Results

The systematic testing approach delivered remarkable improvements:

Starting CTR: 0.5%

Final CTR: 2.0%

Overall Improvement: 300% increase in click-through rate

Cost per Click: Reduced by 75% (due to identical impression costs with higher CTR)

Key Learnings

Scientific Method Works: Isolating variables provides clear, actionable insights about what drives performance

Compound Benefits: Each optimization is built upon previous improvements

Fixed Audience Efficiency: With finite remarketing audiences, CTR improvements directly impact bottom-line efficiency

Measurable Impact: Systematic testing eliminates guesswork and provides clear ROI metrics

Conclusion

Mason’s scientific approach to ad optimization demonstrated that methodical testing and refinement can dramatically improve advertising performance, even within fixed audience constraints. By quadrupling CTR while maintaining the same impression costs, Mason helped Tayst Coffee Roasters achieve significantly better ROI from their remarketing budget.

This case study validates the importance of systematic testing in digital advertising and shows how agencies can deliver measurable value through disciplined, data-driven optimization processes.

Yesterday I was part of a roundtable discussion hosted by BWGStrategy. The topic was Paid Search & Google – a 2025 Outlook.

I look forward to BWG’s roundtables because they are invite-only, curated, highly directed to one topic, and with no clients from the agencies, I think you get a look behind the curtain – at least inasmuch as competitors are willing to share.

Here’s the data we see from our front row seat regarding current trends and what they might mean for 2025.

My biggest trends in Google ads from 20024

The Shift from Google to Meta in Q4 2024 over Holiday
Our data tells an interesting story: while our Meta CPMs increased by 26% year over year, Google CPMs decreased by 25-26%. This correlates to a portfolio-wide shift of advertising dollars from Google to Meta, particularly across our e-commerce portfolio during the Black Friday/Cyber Monday period.

The Performance Max Dilemma
One of the most significant challenges we’re facing is the growing dominance of Performance Max (P-max) campaigns. While I’m a strong advocate for P-max’s place in the advertising ecosystem, our luxury clients – those selling $4,000 handbags or $6,000 Savile Row suits – are particularly resistant. Their concern? They don’t want P-max messing with their highly art-directed product presentations, and I agree with them.

However, I believe P-max will inevitably become the default campaign type. There’s a real possibility that traditional search campaigns might disappear entirely. The question that remains is how this will affect lead generation clients, particularly in higher education, where keyword specificity is crucial for targeting potential master’s or PhD candidates.

The ROI vs. Growth Tension
2024’s trend of the year is the correlation between advertising spend and interest rates. Board members are increasingly focused on maximum efficiency ( which they typically define as ROI, ROAS, or MER.) This often leads to a focus on retargeting past website visitors and previous purchasers – a strategy that’s cheaper but fundamentally at odds with growth.
This tension between growth and efficiency metrics is a constant conversation with our clients. As interest rates potentially decrease in 2025, I expect to see increased willingness to invest in top-of-funnel advertising across both Google and Meta platforms.

Channel Diversification: A Cost-Effective Strategy
Looking at our Q4 2024 CPM data:

Google: $34

Meta: $43

TikTok: $11

Trade Desk: $3

These numbers make a compelling case for channel diversification. If we accept that conversions are partially a function of website traffic, which in turn depends on impression volume, then cheaper impressions become crucial. With Google and P-max limiting specific bid control in favor of target ROAS, diversification becomes an essential hedge against the Meta-Google duopoly.

Looking Ahead to 2025
The future of TikTok remains uncertain, but if it survives, its market share will likely continue to grow. My 16-year-old son’s media consumption habits – primarily YouTube and TikTok, with minimal Google use – suggest where the future might be heading.

For advertisers and agencies, 2025 will require a delicate balance. We’ll need to adapt to the increasing automation of platforms like P-max while finding creative ways to maintain brand control and efficiency. The key will be diversifying across platforms to optimize both reach and cost-effectiveness while maintaining the high standards that luxury brands demand.

The challenge ahead lies in convincing brands to embrace these changes while preserving their unique market positioning and creative control. It’s not just about adapting to new technologies – it’s about finding ways to make these technologies work within the specific constraints and requirements of each brand’s market position.

At Mason Interactive, we believe great partnerships are built on shared vision and collaboration. We had the privilege of hosting our Finland-based fashion client, Marimekko, for a dynamic strategy session in our New York office.

The purpose of this meeting was clear: to align innovative strategies and establish a forward-looking framework for success. While refining plans for the 2024 holiday season was a key focus, the session underscored Marimekko’s dedication to long-term growth. Together, we initiated planning for 2025, setting the stage for a bold and strategic approach to the evolving fashion and marketing landscape.

This collaboration exemplified the synergy between Marimekko’s visionary leadership and our commitment to delivering creative, data-driven strategies. Face-to-face discussions with their talented team brought new energy to our partnership and reinforced the power of shared goals.

A special thank you to the Marimekko team for their time, insights, and passion, as well as to our New York-based team for their enthusiasm and expertise throughout the session.

As we move forward, we’re excited to bring these ideas to life and continue driving innovation together. Here’s to bold visions and a creative future!

Ready to position your fashion brand for success? Connect with us to craft a strategy tailored to your goals.

As we bid farewell to yet another exciting Black Friday and Cyber Monday (BFCM) shopping frenzy, it’s imperative to reflect on the performance metrics that shaped this year’s Cyber Week landscape. CPMs were up. Clients hit their goals. Our most successful clients diversified their media mix to reach customers where they are, thus achieving a lower blended CPM. The data speaks volumes, providing valuable insights to guide your brand’s future strategies.

Here’s a snapshot of key trends and takeaways from the BFCM advertising landscape:

Meta (formerly Facebook) Dominates, but at a Cost:

Black Friday: Year-over-year (YoY) CPMs surged by +15.1% to $29.30.

Cyber Monday: The upward trend continued, with CPMs rising by +14.4% to $32.29.

Takeaway: Unsurprisingly, advertising costs on Meta are on an upward trajectory. While the platform remains a powerhouse for reaching customers, brands need to factor in the rising expenses and optimize their platform strategies accordingly.

TikTok: Affordable Authenticity Shines:

Black Friday: YoY CPMs took a nosedive, decreasing by -33.6% to a cost-effective $10.91.

Cyber Monday: The trend continued, with a -7.5% decrease, bringing CPMs to $11.54.

Takeaway: TikTok emerges as a beacon of affordability, providing brands with a dynamic and authentic platform to engage shoppers. The significant drop in CPMs signifies an opportunity for brands to leverage TikTok for a cost-effective, diversified advertising strategy.

The Trade Desk: Efficiency Personified:

Black Friday: The Trade Desk stole the show with an impressive average CPM of $3.74.

Cyber Monday: Efficiency at its peak, with CPMs plummeting to an astonishing $1.75.

Takeaway: For brands aiming for efficiency without compromising reach, The Trade Desk proves to be a standout performer. With remarkably low CPMs, brands benefit from increased visibility, contributing to heightened Brand and Direct searches.

Key Action Items:

Diversify Platforms: While Meta remains influential, consider diversifying your ad spend across platforms like TikTok to capitalize on cost-effective authenticity.

Optimize Meta Strategies: Given the rising CPMs on Meta, focus on refining your targeting, creative, and bidding strategies to maximize the impact of your ad dollars.

Our audience technology allows us to do just that.

Explore The Trade Desk: If efficiency is a priority, consider allocating budget to The Trade Desk for a cost-effective approach that doesn’t compromise on reach.

The Trade Desk is a platform to buy premium advertising inventory via publishers and streaming services (CTV), in an extremely targeted and cost-effective manner.

We pay an annual fee of $200K for our seat at TTD so you don’t have to. 😉

The Path Ahead:

BFCM represents only 10% of the holiday shopping season. With December – and Q5 – upon us, it’s not too late to take advantage of consumer buying trends and meet customers where they are. Leverage the insights gained during BFCM to fine-tune your strategies, ensuring your brand remains top-of-mind throughout the entire holiday season.

Until next time ✌️

Contact us to schedule a free consultation with our digital experts, and take the first step on your journey.

In the realm of digital advertising, the strategies employed to maximize ROI are as diverse as the platforms themselves. When it comes to paid social media advertising on platforms like Facebook and Instagram, two primary approaches stand out: optimization and true A/B testing. While both aim to improve campaign performance, they differ significantly in their methodologies and long-term impact.

Optimization: The Art of Continuous Refinement

Optimization involves the constant refinement of ad elements based on ongoing performance data. Marketers leverage machine learning algorithms and platform insights to adjust variables like audience targeting, ad creative, and bidding strategies. This approach is akin to fine-tuning a musical instrument to produce the best possible sound.

By utilizing optimization, advertisers can swiftly respond to changing trends and audience behaviors. For instance, if a particular ad resonates more with a specific demographic, the platform will allocate more resources to display that ad to a broader audience within that demographic. This iterative approach ensures that your campaign maintains relevance and efficiency, driving better results over time.

Continuous monitoring of campaign performance metrics, such as click-through rates, conversion rates, and cost per acquisition.

Adjusting bidding strategies based on real-time data to optimize ad delivery and budget allocation.

Refining audience targeting parameters to ensure ads reach the most relevant and engaged users.

Tweaking ad creatives, headlines, and descriptions to maximize engagement and conversion rates.

Testing different ad formats (e.g., carousel ads, video ads) to identify the most effective format for your audience.

Adapting campaign elements based on seasonality, trends, and changes in user behavior.

Utilizing platform-specific optimization tools to enhance product visibility and sales.

True A/B Testing: The Scientific Approach to Insightful Results

True A/B testing takes a more structured and scientific approach. It involves running controlled experiments by creating multiple ad variations, each differing in a single aspect, such as ad copy, image, or call-to-action. These variations are then randomly presented to different segments of the target audience. By carefully measuring the performance of each variation, advertisers gain precise insights into the impact of individual elements on campaign success.

Unlike optimization, which focuses on refining what’s already performing, true A/B testing allows marketers to make informed decisions about which specific changes yield the most significant improvements. For example, if you’re uncertain whether a humorous or a serious tone works better with your audience, A/B testing can provide concrete data to guide your creative choices.

Identifying specific variables to test, such as ad copy, imagery, headlines, calls-to-action, and audience segments.

Creating multiple versions of ads, each with a single variable changed while keeping other elements consistent.

Implementing randomized distribution of ad variations to different segments of the target audience.

Monitoring and collecting data on key performance metrics for each ad variation, such as click-through rates, conversion rates, and engagement rates.

Analyzing the collected data to determine which specific changes had a significant impact on performance.

Iteratively refining ad elements based on the insights gained from A/B testing results.

Applying the knowledge gained from A/B tests to inform future campaign strategies and creative choices.

Conducting follow-up tests to validate and build upon the findings of initial A/B tests.

Choosing the Right Path for Your Campaign

Both optimization and true A/B testing have their merits, and the choice between the two depends on your campaign goals and resources. If you’re seeking quick adaptations and overall improvements, optimization might be your go-to strategy. On the other hand, if you’re looking for deeper insights into the effectiveness of specific ad elements, true A/B testing is the path to take.

Remember that both optimization and true A/B testing are not mutually exclusive. They can complement each other, with optimization helping to fine-tune campaigns based on broader trends and A/B testing providing insights into the effectiveness of specific changes.

Ultimately, the choice between these approaches depends on your campaign objectives and the level of insight you’re seeking. Whether you’re aiming for ongoing refinements or in-depth analysis, a combination of both optimization and true A/B testing can help you make the most of your paid media advertising efforts on Facebook and Instagram.

Contact us to schedule a free consultation with our digital experts, and take the first step on your journey.

Yesterday we wrote about the challenges and solutions we’er seeing in real time. Today I want to share something that’s part of our internal mantra.

Communicating Bad News.

I have never been fired fired for missing a client’s goals.

I have been fired by many clients for not telling them that we were going to miss a goal.

I’ve been fired by many more clients, for not suggesting ways to hit the goals we’re forecasting to miss.

Meaning, If you’re going to miss you goals by 30%, and we have clearly articulated this bad news, and we’ve clearly articulated fall-back positions, including but not limited to…

Forecasting for a client “well, we’re behind on revenue, but we can get there. It’s going to cost X dollars., and ROAS will suffer, but we can do it.”
Saying to a client, “well, we can preserve ROAS/CAC/CPL, but we’re going to have to reduce our topline goals by Y%, and here are the six places we recommend actioning to really chase these pockets of efficiency”

…then the client will generally appreciate that advice, and trust us more in the future. Nothing solidifies a relationship like going through bad times with transparency and sincerely.

Some more tactical – but still good! – ideas could be:
- Reducing targets
- Offering a deeper discount
- Starting the sale earlier
- Send more emails – for real, send more emails. Don’t be precious about it.

So that’s my advice…

…to anyone starting out in this industry. Your managers are looking at your client retention, and the best way to retain clients is to be transparent and honest. Clearly, loudly, emphatically communicate bad news, as long as it’s A) backed up by day and B) you provide solutions.

If you’re not already a Mason client, book a consultation with our team and we’ll work on a tailored approach for your brand, together.