Strategies to Address Gaps in Digital Advertising

I started my privacy journey 12 years ago with a simple observation. There was a massive disconnect between digital marketing and privacy compliance. Today? That gap is bigger than ever. Here's a scenario I see constantly: Marketing agency adds new tracking pixels. Company says "great, more data!" Few ask: Who approved this? What data is it collecting? How long will it stay? Who's responsible for compliance? Sound familiar? The reality in 2025 is stark: - Cookie banners aren't enough anymore - Global Privacy Control signals are becoming mandatory - Dark patterns are enforcement targets - Cookie audits need to be regular, not annual - Opt-out mechanisms need to work (yes, actually work) - It's not just about cookies anymore: it's pixels, tags, and more! But here's the bigger issue that nobody's talking about: The governance gap between companies and their marketing agencies. Think about it: → Agencies place pixels, but who's reviewing them? → Companies trust their agencies, but where are the contracts? → Everyone wants data, but who's responsible for compliance? → Pixels get added easily, but is there a removal process? I founded Red Clover Advisors because I saw this exact problem - the missing link between digital marketing and data privacy. The clovers in our name literally represent this bridge. Seven years later, it's still one of the biggest blind spots I see. Marketing agencies: This is your wake-up call! Privacy compliance isn't just your client's problem anymore. You need: → Clear contracts defining responsibilities → Documented pixel approval processes → Regular compliance checks → Removal procedures → Understanding of each state's requirements Companies: 🛑 Stop assuming your agencies have this covered! You need: → Governance frameworks for pixel management → Agency oversight procedures → Regular cookie audits → Working opt-out mechanisms → Clear accountability structures Want to see exactly what you need to do? Download our 2025 Privacy Checklist (link in comment) 👇

Why 90% of DTC brands hit a Meta scaling wall at $1M-$10M (and how to break through) As DTC brands cross the $1M revenue mark, their Meta performance typically takes a nosedive. Their ROAS that was crushing it at smaller spend levels suddenly tanks. The problem is that they don't have nearly enough creative variation inside their ad accounts. It's one of the easiest levers to pull and when done right, and it can transform your revenue in a few months. The framework below isn't exhaustive, but it's more than enough to find your gaps and create winning tests without the overwhelm. Two key levers: → Format + Style → Angle → Distribution strategy Let’s start with format and style: 𝗦𝘁𝗮𝘁𝗶𝗰 𝗶𝗺𝗮𝗴𝗲𝘀: → Product A vs. Product B comparisons → Customer photo + product overlay → Product visuals + short testimonial snippet → Real-world usage in context (clean lifestyle visuals) 𝗩𝗶𝗱𝗲𝗼: → Creator-led walkthroughs → Founder on-camera moments → Ingredient-focused breakdowns → Simple unboxing or first-use reactions 𝗙𝗼𝗿 𝘁𝗵𝗲 𝗮𝗻𝗴𝗹𝗲, 𝗳𝗼𝗰𝘂𝘀 𝗼𝗻: → Pain point focused (what problem does this solve?) → Benefit driven (how does this improve their life?) → Social proof heavy (who else loves this?) → Education based (what do they need to learn?) 𝗡𝗼𝘄, 𝗼𝗻 𝘁𝗼 𝗱𝗶𝘀𝘁𝗿𝗶𝗯𝘂𝘁𝗶𝗼𝗻: This matters a on both Meta AND TikTok, and refers to how your ads are delivered to your potential customers. ▸ Run ads from your main brand account ▸ Test whitelisting through creator accounts (reduces CPA by 30-40%) ▸ Test a parallel branded-content page (looks different, feels native) Make sure your diversified ad creative portfolio includes all three dimensions. Content without distribution = wasted work. Distribution without variety = wasted spend. Both without compelling angles = missed opportunity. Dial all three in and you'll break through that scaling glass ceiling.

Your ads may attract clicks. But if your funnel fails, something is wrong. Let’s uncover the reasons and fix them. 1. Mismatched Messaging - Ads must match landing pages. If they don’t, visitors get confused and leave. - Fix: Check if your ads and landing pages tell the same story. Use dynamic content to adjust messages based on ad context. 2. Unfunnel-Friendly Offers - Your funnel needs strong, tempting offers. Using old offers without changes won’t work. - Fix: Create offers that meet urgent needs. Test for urgency and clarity. 3. Over-Reliance on Paid Traffic - Paid traffic is helpful but can’t be your only source. Without organic traffic, your funnel struggles. - Fix: Mix traffic sources. Build SEO content and grow organic leads alongside ads. 4. Weak CTAs and Landing Pages - Weak or unclear CTAs lead to fewer actions. Landing pages must align with ad intent and make choices easy. - Fix: Use bold, clear CTAs like “Start Your Free Trial Now.” Test different headlines and layouts. 5. Poor Lead Nurturing - Many leads drop off without follow-up. Only a small percentage convert on the first try. - Fix: Set up automated email sequences and retargeting ads. Personalize follow-ups based on user actions. 6. Ignoring Data - Guessing leads to mistakes. Without tracking tools, you miss funnel leaks. - Fix: Keep an eye on metrics. Optimize based on data from heatmaps and A/B tests. 7. Targeting the Wrong Audience - Broad or irrelevant audiences weaken your funnel. Poor targeting means low-quality leads. - Fix: Sharpen your buyer personas. Use quizzes or surveys to find the right leads. Key Action Steps 1. Audit your funnel: Look at each step from ad to conversion. Find gaps. 2. Simplify the path: Cut down on form fields, clarify CTAs, and ensure mobile-friendliness. 3. Test relentlessly: Try different offers, copy, and designs to see what works best. Funnel issues are often not about ads. They stem from structural flaws. When you align your messaging, optimizing offers, and using data, you can turn leaks into conversions. Any thoughts you want to add? Happy Weekend! Kindly repost ♻️ to your network if you found this valuable

6 months ago I audited an account spending $200k/mo on Meta, and signed them. Here's what that audit looked like, and what happened 6 months after signing: We organize our audits in 3 sections. 1. Account Structure 2. Creative 3. Conversion Here's what we found in the account structure: - Campaigns were everywhere. Too many without a clear focus. - Over reliance on audience testing. Broad targeting? Not so much. - Too many ads in each ad set? Budget was spread too thin. - A+SC? None These are common mistakes we see when an ad account is run by a media buyer that hasn't updated their skill set for a few years. Creative: - No creative testing campaign - Missing formats & angles. UGC and split screens? MIA. - Found some winners... but they were turned off 🤷 Overall, (and this is common) there wasn't any real creative strategy going on. Conversion: - No landing page testing - No whitelisting - Some traffic going to the home page Big misses here. Without landing page testing you can't expect your conversion rate to rapidly increase. > Fast forward 6 months: Huge makeover: - Clear, concise, purposeful campaigns. - Creative got a revamp: 'What I ordered vs. What I got' 🎨. - Conversion? Custom landing pages and strategic whitelisting in play. Bottom line: Fix the gaps, and the numbers will follow. Got high CPAs and not so great conversion rates? There’s almost always a fix. Keep digging. Share if this resonates! 🚀

To cookie or not to cookie, we no longer have to ask that question! Before moving on, we must thank Google for a few things. Thank you, Google, for finally resetting this debate. It only took you several years and multiple delays to finally come to an answer. Whether the cookie was to stay or go, the concept of consumer privacy isn’t going away. Users still have the ability to opt in/out of cookies, and many choose to opt-out. Sharing data is all about trust; we can’t expect our customers to trust us with their data blindly, and as marketers, we should remember that trust is hard to build and lose. This leads us back to the fact that first-party data strategies remain crucial and will define success in the future. Retail Media Networks that have the ability to connect data signals and match them to brand signals are providing a new path forward to reach new audiences and measure the impact of advertising. In the end, we all owe the cookie a big thank you! The cookie served us well for many years. As we look to the future, here are a few things to remember. Invest in First-Party Data: Focus on collecting and utilizing first-party data through direct customer interactions. This can include data from email subscriptions, website analytics, CRM systems, and customer feedback. Explore Alternative Targeting Methods: Experiment with contextual advertising, which targets ads based on the webpage's content rather than user behavior. This method respects privacy while still delivering relevant ads. Collaborate with Industry Partners: Work closely with industry partners to stay ahead of trends and share best practices. Collaboration can lead to innovative solutions and more effective strategies. Stay Agile and Adaptable: The digital advertising landscape is rapidly evolving. Stay agile and be prepared to adapt your strategies as new technologies and regulations emerge. Continuous learning and flexibility will be key to success.

The Top 5 Lessons from Managing a $10M Budget in Amazon's Demand-Side Platform (DSP) Over the last 18 months, I've had the opportunity to manage a $10M advertising budget on Amazon's DSP. Here's a rundown of my top five lessons for those looking to optimize their digital advertising strategies: 🔢 1. Conduct Brand Lift Studies for Measuring Awareness Sales metrics and Return on Ad Spend (ROAS) are great for understanding conversion performance, but fall short when evaluating brand awareness tactics. To get a true reading on this, utilize Amazon's shopper survey panel. It polls thousands of users within your target audiences, gauging any shift in awareness post-ad exposure. 🎯 2. Prioritize Ad Viewability If your ad's viewability rate is below 50%, you're essentially throwing half your ad spend in the dumpster and setting it on fire. You can tweak your viewability settings under 'Targeting' in 'Line Item Settings.' Yes, you might get fewer impressions and higher Cost Per Mille (CPM), but it's better to pay for higher quality impressions rather than to pay for impressions that are never seen. 📊 3. Refine Negative Audience Targeting with "Untargeted Audience" Reports Think of Audience reports as DSP's version of Search Term Reports. These reports break down audience performance by age, demographic, and lifestyle, among other metrics. For instance, we found Android users less likely to buy our premium products compared to iPhone users. Refining our strategy through audience negation led to improved Click-Through Rates and ROAS. 🛒 4. Leverage Amazon's Native Ecosystem I don't allocate funds to less effective tactics unless top-performing strategies are maxed out. Amazon display ads engage audiences already in a shopping mindset, leading to higher CTR, Conversion Rates (CVR), and ROAS. For directing traffic to Direct-To-Consumer (DTC) sites, platforms like Facebook, Instagram, and Google Ads tend to be more effective. 🔄 5. Adopt a Full-Funnel Strategy One of DSP's unique features is its access to Amazon's first-party data, enabling us to craft strategies that guide customers through the awareness, consideration, and conversion stages. This has proven to be an unmatched method for acquiring new customers, particularly for larger brands with wide recognition. I'm now realizing I should have made this my "Top 10 Lessons Learned," but I'll save additional insights for future posts to keep this one concise. Don't forget to follow so you don't miss it! 🙂 #amazonads #amazonadvertising #amazondsp #dsp #digitalmarketing #advertisingstrategies #CTR #ROAS #ppc #CVR #displayadvertising

Buyers are hitting pause. Your ads shouldn’t. In a slow economy, buyer behavior shifts: Searches get longer. Budgets get tighter. Decisions take time. Here’s our advantage: Digital ads are one of the most adaptable tools in your marketing stack!   ✅ Sharpen your messaging around real value ✅ Shift budgets to what’s working right now ✅ Use AI-powered bidding and smart targeting ✅ Focus on high-intent audiences ✅ Expand to low-cost, high-research channels   I break it down in my latest newsletter: “Keeping Digital Ads Profitable in a Slow Economy”   If you’ve adjusted your strategy during uncertain times (remember COVID?), I’d love to hear what’s worked for you! Let’s compare notes.

You can run the best campaigns in the world. But if your CRM is disconnected, you’ll never see where the money is leaking. Here’s what happens: Leads come in from your paid ads. But they never make it into the CRM properly. Maybe they get stuck in a spreadsheet. Maybe they flow into the system, but without clear attribution... Or, even worse, they land in your CRM — and just sit there with no follow-up. Either way, you end up with a pipeline full of ghosts. Your close rate drops. Your marketing spend goes up. And nobody can explain where the gap is. The real issue isn’t the ads. It’s the disconnect between your marketing tools and your CRM. When systems aren’t speaking to each other, you’re not just wasting budget — you’re missing opportunities every single day. The fix is simple: 1) Connect your tools properly: Make sure every lead flows straight into your CRM, enriched and ready for sales. 2) Automate handoffs between marketing and sales: So follow-ups happen fast. 3) Build clear attribution so you know exactly what’s driving pipeline. If your CRM isn’t tracking every dollar you spend, it’s draining your budget - whether you see it or not. Tighten the flow, tighten the results. If this is happening in your system, shoot me a message Jordan Nelson I’ll show you how to plug the holes before your next campaign goes live.

Need fresh angles to scale but you’re stuck? Steal our AI creative strategy prompts to get new ideas: First prompt to run: *Feed it a bunch of reviews "Make a list of the most common things customers like/don't like about the product from the reviews. Divide them into 7 categories: - Pain points/problems - Desired outcomes - Purchase motivators - Unique value propositions - Features/benefits - Uncertainty & perceived risk - Objections This is how we find the real reasons people buy instead of guessing. Second prompt after we get the data: "Based on analysis of these reviews, what's the stage of awareness for [target audience]? What's the best structure for a 60 second UGC ad for this audience?" Final prompt for creating variations: "Write 10 benefit-driven headlines, 10 objection handling headlines, 10 myth-busting headlines for a product that [benefits]. Target audience is [specifics]. Keep headlines 8-10 words, easy and direct language." Most marketers are drowning in data but starving for insights. These prompts bridge that gap by forcing you to understand the psychology first, creative second. Try them on your next batch and watch what happens.