The Feeder Strategy
🤩 Blueprint to Drop CPCs by 50% Without Sacrificing Quality, Meta Expands Marketing DMs with CRM Targeting & Daily Limits, and more!
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In this newsletter, you’ll find:
🤩 The Feeder Strategy Blueprint: Drop CPCs by 50% Without Sacrificing Quality
📬 Meta Expands Marketing DMs with CRM Targeting & Daily Limits
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🤩 The Feeder Strategy Blueprint: Drop CPCs by 50% Without Sacrificing Quality
Most brands treat their Google Search setup like a static investment. One campaign. One conversion goal. One shot to make the algorithm work. But top media buyers are quietly unlocking massive ROAS gains with a two-campaign system built for signal control, not brute force spend.
This is the Feeder Strategy, and it works by separating traffic training from conversion capture.
Campaign 1: The Feeder, Cheap Clicks, Clean Signals
The feeder isn’t built to convert. It’s built to teach.
You set this campaign to Exact Match with your best high-intent keywords. Instead of optimizing for purchases, you use a fake conversion goal (e.g., time on site, YouTube views, or even newsletter signup). Why? Because it lets you avoid inflated CPCs while still signaling relevance.
Bidding strategy: Maximize Clicks
Conversion: Non-monetary “training” event
Goal: Feed Google clean data with low-cost, high-intent visitors
The result? You get in front of real buyers cheaply without tipping off the algorithm that you’re chasing conversions.
Campaign 2: The Converter, Powered by Primed Data
Now that Google knows the type of person who engages with your funnel, you create a second campaign optimized to convert.
This campaign uses Broad Match and is optimized for actual purchases, leads, or high-value events. The primed signals from Campaign 1 provide Campaign 2 with a strong behavioral foundation to work from, resulting in lower CPCs, improved relevance, and accelerated optimization.
Bidding strategy: Target CPA or ROAS
Keywords: Broad Match, fueled by Feeder signals
Conversion: Purchase or real business outcome
You’ve now separated intent harvesting from actual acquisition, and you let Google do what it does best: optimize with data that makes sense.
Why It Works
Feeder trains without penalty: You avoid CPC inflation by not signaling hard goals too early.
Broad gets smarter, faster: You’re not wasting money on guesswork. Campaign 2 learns from real user paths.
Prevents cannibalization: By separating traffic by intent and goal, you protect your signals and clean up your attribution.
Testable & tunable: You can scale Feeder budgets based on spend, or run state-based splits to localize learning.
The Feeder Strategy isn’t a hack; it’s a calibration system. You’re not tricking Google. You’re teaching it the right lesson before asking it to take the test. Want cleaner traffic, lower CPCs, and real lift in conversions? Start splitting the classroom.
📬 Meta Expands Marketing DMs with CRM Targeting & Daily Limits
Meta is enhancing how brands use DMs for promotions, launching a refined version of its Messenger marketing messages with CRM targeting, daily caps, and new metrics. The goal is to help businesses re-engage customers who’ve already interacted via chat, using more personalized and trackable promotional messaging.
The Breakdown:
1. Meta revamps marketing DMs for re-engagement - Brands can now send daily promotional messages to users who’ve opted in. These messages appear as native DMs and can drive directly to catalog listings or specific CTAs.
2. Brands can target via CRM and personalize content - Businesses can upload CRM lists, segment users with custom tags, and personalize DMs by customer behavior. Meta plans to introduce sub-segmentation tools in H2 2025 for even more granular targeting.
3. New metrics help optimize and measure DM impact - Advanced performance metrics include cost per delivered message, cost per link click, and upcoming deeper funnel tracking. Meta is also sunsetting Recurring Notifications by January.
Meta is turning Messenger into a serious CRM-powered retention tool, blending the intimacy of DMs with the scale of ads. Used smartly, it could rival email and SMS for direct brand communication.
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