How can we maximize the impact of our B2C campaigns heading into 2025?

Cyrus Digital founder and former Google Growth Partner Arian Ghotbi shared some crucial actionable insights at a recent Affiliate World event, taken from his years as a “Google Guy” and his subsequent experience scaling client brands.

Most of the following tips are for scaling B2C campaigns, but first we need to establish where to start. And there’s really only one place for that.

1. Start With One Channel

Instead of committing time, effort, and budget to testing and managing campaigns across multiple channels, it’s more effective to pick one channel and refine both your messaging and your targeting there first.

Instead of running campaigns across Google, Meta, and TikTok, for example, Arian started with Google because of its ability to target B2C audiences precisely.

2. Spread Out to All Placements

Once you’ve found a profitable channel and content angle, you can begin to scale by spreading out within the ad account.

If you’re running Shopping ads on Google, for example, you can spread your content to other placements, such as Display, as well as connected platforms like YouTube.
The Ecosystem

While the results might not appear immediately, the cumulative effect will help campaigns break through plateaus.

3. Go Broader

After establishing your ads in all of the channel placements available, Arian recommends a broad campaign that leverages keywords and angles you may not have thought of before.
Go Broad

In this case study example, Arian’s LED-enhanced bed client was able to discover multiple avenues that led to campaigns that have continued to exceed expectations.

4. Try Advertorials

Combining Google’s precise targeting with the power of advertorials can lead to amazing results.
Advertorials

Advertorials work best at the top of the funnel, as the image above indicates, because you’re able to connect with prospects without their biases getting in the way.

You can engage potential buyers with a value-add content piece that addresses common questions or provides an element of comparison and doesn’t appear on your branded product page. With these assets in place, you can convert more top-of-funnel prospects and scale on Google because of the search engine’s stable demand for answers to those questions.

5. Feed Optimization

Feed optimization is a series of simple steps on your ad platform of choice that the majority of advertisers, even big-name brands, fail to fully capitalize on.
Feed Optimization

Features like product ratings, flipping titles, and CSS will put you ahead of the competition. Further, Arian and his team use a standard product title formula that ensures all of the important elements are included when you optimize your product feeds.
Product Title Formula

6. Seasonality Adjustments

Seasonality adjustments are another simple tweak to scale campaigns successfully — but they require data.

While it’s easy to assume that seasonality only applies to large time scales like weeks and months, it can just as easily apply to times of day or days of the week. If your product doesn’t sell as well on Saturdays, for example, but lots of buyers convert on Sundays, you can set parameters in your ads campaign to spend less on slow days and more when buyers are more likely to make a purchase.