Episode 223: Cracking the Code on AppLovin Ads - A New Traffic Channel for DTC Brands
Jun 11, 2025
Explore the rise of AppLovin Ads as a powerful new platform for direct-to-consumer brands. Discover why brands are shifting away from Google and Meta for better performance. Learn about two key bidding strategies—CPP versus ROAS—and how Boom Beauty achieved impressive returns with fresh ad creatives. Uncover tips for optimizing mobile-first placements and end cards to drive conversions. This insight could transform your advertising strategy and unlock new channels for customer acquisition.
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insights INSIGHT
AppLovin Competes with Major Platforms
AppLovin is a breakthrough mobile-first ad platform now competing with Meta and Google for DTC brands.
It leverages AI to find users likely to convert, delivering clicks that turn into buyers, boosting ROAS.
volunteer_activism ADVICE
Test Both CPP and ROAS Campaigns
Test both cost per purchase (CPP) and return on ad spend (ROAS) campaign types to find what works best.
Start with a daily budget around $500 per campaign to give algorithms enough data for optimization.
insights INSIGHT
Fast Conversions & New Customers
AppLovin delivers 70-80% of purchases within the first hour after ad clicks, emphasizing the platform's ability to find ready buyers.
80% of conversions come from new customer acquisition, key for growth-focused DTC brands.
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Episode 223: Cracking the Code on AppLovin Ads: A New Traffic Channel for DTC Brands Episode Description
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
You Will Learn
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
00:17:05 – Scaling Boom: CPM, Creative Testing & Ad Types
00:22:09 – Final Optimizations: ROAS Wins & What’s Next
Your Engagement Matters
Thanks for tuning in. This episode was packed with data-backed strategy and firsthand testing insights. If it helped you think differently about ad platforms:
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