Creator-handle ads outperform brand-handle ads, but only under specific offer and frequency conditions.
Across 2,400 creative variants, whitelisted ads beat brand-handle ads on CTR by 31% and on CPA by 12% — but the CPA advantage vanished past frequency 3.2.
Rotate creators every 21 days rather than refreshing hooks on the same handle.
Negotiate usage rights for 90 days minimum. Sixty-day rights consistently expire right as an ad reaches efficient scale.
Walmart Connect, Instacart and Target Roundel behave differently. What to expect from each on a modest budget.
Running ads from a creator's handle changes CPM, CTR and the negotiation. What to pay and how to structure it.
The flows are boring, the sequencing is not. What we changed across 60 days and what the control group did.
