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In this newsletter, you’ll find:

🥃 Creator Mixology: The Cocktail That Drives ROAS

🚨 Amazon Just Pulled Out of Google Shopping Ads, And It’s a Big Deal

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Together with Portless

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🥃 Creator Mixology: The Cocktail That Drives ROAS

If you’re still choosing between macro or micro creators, you’re asking the wrong question.

The highest-performing DTC brands don’t pick, they blend. Because the real power isn’t in the creator, it’s in the composition of the creator system.

Why Blending Tiers Beats Betting on One

Think of creators as different spirits in a cocktail:

Nano creators (<10K) bring raw authenticity. Their content isn’t polished, and that’s the point. They make your brand feel like a recommendation, not an ad.
Micro creators (10K–500K) add contextual proof. They have enough reach to matter but are still niche enough to align with customer identity.
Macro creators (500K+) create perceived legitimacy. They aren’t the goal, they’re the frame. Their job is to establish seriousness at a glance.

Individually, each serves a purpose. But mixed together with intent? They become a funnel-compatible flywheel.

How It Plays Out in Performance

Top of Funnel: Macro creators generate the first impression and stop the scroll. Even if the content underperforms in conversions, it creates mental availability that’s useful for retargeting.
Mid Funnel: Micro creators run testimonial-style UGC with richer storytelling. These pieces reduce acquisition costs by aligning products with use cases.
Bottom Funnel: Nano creators land the final nudge. Their super-specific niche often overlaps directly with buying intent. It’s not sexy, but it converts.

The full-stack approach consistently beats isolated bets, especially when paired with systematic amplification.

Strategic Layering, Not Random Partnerships

This isn’t about throwing money at 12 creators instead of one. It’s about assigning roles to each based on funnel stage, platform placement, and content format. That’s when you stop seeing creator content as “awareness” and start watching your ROAS climb, because you’ve turned creators into a modular media strategy.

Why it matters:

Performance marketers don’t need more influencers. They need better orchestration.

Because when your creator tiers are aligned by role, not just reach, you stop buying content and start buying outcomes.

🚨 Amazon Just Pulled Out of Google Shopping Ads, And It’s a Big Deal

Amazon has abruptly exited Google Shopping auctions across 20 global markets, halting a long-standing strategy that shaped retail CPCs and auction dynamics. This rare retreat stuns advertisers who relied on Amazon’s presence to benchmark competition and click economics.

The Breakdown:

1. A Major Player Is Suddenly Gone - Amazon has completely stopped participating in Google Shopping ad auctions, after a year of gradual pullback. Historically appearing in ~30% of Shopping impressions, Amazon’s absence is already noticeable; some advertisers report zero visibility even in free listings.

2. The Reasons Behind the Exit Are Still Murky - Experts speculate this move could stem from cost-cutting, AI strategy pivots, or even temporary seasonality like a Prime Day cooldown. Some believe Amazon may return ahead of back-to-school or Q4 ramp-ups.

3. For Everyone Else, It’s Game On - Amazon’s absence removes one of the most aggressive CPC escalators, potentially lowering auction pressure for everyone else. Brands now have a rare chance to dominate Google Shopping visibility, test new bid strategies, and increase impression share at a lower cost.

Amazon leaving Google Shopping isn’t just about ad spend; it shifts power. With one giant out of the race, smaller brands and DTC players can temporarily outpace competitors, experiment more affordably, and gain first-mover learnings. But this window may close quickly, so act now, before Amazon decides to re-enter the auction.

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