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In this newsletter, you’ll find:
🛍️ Your product catalog is now your ad creative
📊 Google and Microsoft are taking more control over ad campaigns
👨💻 Tweet of the day
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🛍️ Your product catalog is now your ad creative
Shoppable in-feed ads on TikTok pull directly from a brand’s TikTok Shop catalog rather than from a separately built creative asset, letting users complete a purchase without leaving the feed.
That’s a real convenience for the shopper and a structural shift for whoever manages the ad account, because a catalog field that used to only affect the product page now directly determines what an ad shows.
Most teams still treat catalog management and ad creative as two separate jobs handled by two different people on different timelines. A thin product title or a low-resolution image was a product-page problem before.
On a shoppable in-feed format, that same thin title or image is now the ad creative itself, live in the feed, with no separate creative review step catching it before it runs.
Audit your catalog the way you’d audit ad creative, not the way you’d audit a product page
A product page can tolerate an imperfect title because a shopper who’s already clicked through is forgiving of small gaps. An ad competing for a scroll in a crowded feed cannot, since the catalog data has to do the entire job of stopping a thumb that creative used to handle separately.
Pull your highest-volume SKUs and review title, primary image, and price display the way you’d review a creative asset before launch: does it work as a scroll-stopper, not just as an accurate description.
A catalog entry that reads fine on a product page can be a genuinely weak ad once it’s pulled into a shoppable format.
Assign catalog quality to whoever owns creative performance, not just whoever owns product data
If catalog upkeep sits entirely with a merchandising or ops team disconnected from whoever reviews ad performance, the person best positioned to notice a weak-performing shoppable ad has no path to actually fix the catalog entry causing it.
Build a direct line between ad performance review and catalog editing, even if that just means the person running paid media has direct edit access or a fast escalation path, rather than a request queue that treats a creative fix like a routine data update.
Prioritize catalog fixes by ad spend exposure, not by catalog size
A catalog with thousands of SKUs doesn’t need every entry perfected before shoppable ads work well. It needs the SKUs actually running in paid placements to be genuinely ad-ready. You can get started with TikTok for Business to see how shoppable formats pull from your existing catalog once it’s set up.
Cross-reference your shoppable ad spend against catalog completeness for those specific SKUs first, rather than running a catalog-wide cleanup that spends equal effort on products with no paid exposure at all.
The catalog used to be backend infrastructure. On a shoppable feed, it’s the thing actually competing for attention.
Together with Levanta
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Set commissions around customer lifetime value, protecting margin while attracting stronger partners.
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A 90-day runway gives you time to see which creators convert before holiday budgets climb. That evidence makes every commission increase easier to defend.
Don’t wait until November to build the creator program you will wish you already had. Your 90-day countdown starts now.
📊 Google and Microsoft are taking more control over ad campaigns
Microsoft is removing a key bidding control, while Google is automatically moving eligible Search campaigns into AI Max and bringing Gemini into reporting. At the same time, changing Shopping metrics and Meridian GeoX are making independent measurement more important.
The Breakdown:
Shopping CTR rises while impressions fall - Shopping CTR is up 17% to 20% YoY despite flat clicks and declining impressions, suggesting Google is concentrating ads across fewer, higher-intent queries.
Microsoft removes Max CPC limits - From October 1, new campaigns using Maximize Conversions, Conversion Value, Clicks, tCPA or tROAS cannot set Max CPC. Existing limits remain, but once removed, they cannot be restored.
Google automatically upgrades campaigns to AI Max - Search campaigns using campaign-level broad match or automatically created assets will be upgraded to AI Max unless advertisers switch those features off.
Gemini moves into Google Ads reporting - AI Dashboards can turn text prompts into performance charts and provide live summaries explaining what changed, giving advertisers a faster way to investigate campaign performance.
Platforms are taking more optimization decisions out of advertisers’ hands, making independent measurement increasingly valuable. Google’s free Meridian GeoX library provides one counterweight, allowing marketers to run cross-platform geo experiments, measure incrementality and calibrate marketing mix models.
🗝️ Tweet of the Day
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