If you're tired of being stuck between Meta and Google for your media buys—this episode is for you. Pep Hufen is back with a behind-the-scenes look at AppLovin Ads: the breakout ad platform that's scaling DTC brands like Breeze and Boom.
Discover why this mobile-first platform is outperforming Google for some advertisers, how it works, and why it might just be your next great opportunity for customer acquisition. Plus, Pep shares a step-by-step walkthrough of how Smart Marketer tested it with Boom Beauty and what you need to know to get started.
"I've given you an overview of AppLovin and hopefully also I've shown that hey, there are actually platforms coming up that can compete with performance actually with Meta and Google." – Pep Hufen
What AppLovin is and how it's unlocking new acquisition channels
Why major DTC brands are shifting serious spend to this platform
The two bidding strategies you need to test (CPP vs ROAS)
How Boom Beauty achieved a 1.1X ROAS on a brand-new pixel
What creatives work best on mobile-first ad placements
Tips for optimizing end cards to boost conversions
Where AppLovin fits in your broader traffic strategy
00:00:21 – What Is AppLovin & Why It Matters to DTC Marketers
00:01:52 – AppLovin's Pivot to Ecomm: A New Channel for Acquisition
00:02:30 – Case Study: Breeze Spends $1.4M—and Outpaces Google
00:03:04 – Why ROAS Is the Real Story (Not Just Clicks)
00:04:02 – AppLovin's Ad Inventory, Reach & Algorithm Explained
00:06:12 – Why These Clicks Convert: Real Buyer Signals
00:07:05 – CPP vs. ROAS Goals: How to Structure Campaigns
00:13:56 – Boom Beauty Setup: Pre-Sell Pages, Offers & Funnel
00:17:05 – Scaling Boom: CPM, Creative Testing & Ad Types
00:22:09 – Final Optimizations: ROAS Wins & What's Next
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