Why Your Organic Traffic Isn’t “Organic” (Brand Lift Breakdown + Feeder 2.0)

The podcast explores strategies for optimizing ad spend and creative diversification, particularly using Meta's Andromeda. It highlights the importance of Google Search Console in understanding the source of organic traffic, revealing that most organic searches are for the brand name, often driven by paid ads on other platforms. The hosts discuss how impression share in Google Ads is not linear and can be misleading. They introduce the "feeder strategy" to steer Meta's ad spend towards specific products by using external campaigns to bring in a targeted audience. They also examine hook rates in video ads, finding that videos with high hook rates outperform static ads, even those with high click-through rates.