Lenny's Podcast · Jul 28The ultimate guide to paid growth | Timothy Davis (Shopify)
Already strong in Google Shopping, it saw visitors coming from Meta and TikTok and ran small tests there with customer testimonials. Results rose sharply, but the Meta creative did not work on TikTok.
Tips
- Start every paid channel test with a 1% lookalike of your customers▶ 12:35The 8% plus group usually does not work, but occasionally does, so it is worth a try with spare budget.
- Run a small signs of life test before scaling any platform▶ 11:44At Hairstory, Meta testimonial creative that worked did not work on TikTok, so a plain copy of one platform's ads failed on the other.
- Pick channels where your users already show up in your analytics▶ 9:28Hairstory was already getting traffic from Meta and TikTok, so the team tested paid there, and results were described as pretty exponential.
