Ecommerce Playbook: Numbers, Struggles & Growth What's the best (and worst) e-Commerce niche right now?
10 snips
Sep 2, 2025 
Luke Austin, known as 'The Weatherman', and Tony Chopp, 'The Chopper', both from Common Thread Collective, dive into the ever-changing world of e-commerce. They share strategies for reviving underperforming ad campaigns and discuss the '3 Ps' framework for diagnosing issues. The duo tackles the tension between brand standards and creative freedom while exploring which niches are thriving and which to avoid. Their insights on optimizing campaigns and maximizing conversions offer valuable guidance for anyone looking to succeed in the e-commerce landscape.
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Refresh Creative First
- Diagnose whether drops are CTR, CPM, or CVR before changing strategy.
- Prioritize fresh creative volume and diversity to reconnect with audiences.
Triage With The Three Ps
- Check payment, policy, and pixel first when spend collapses abruptly.
- Use the 'three Ps' (payment, policy, pixel) to triage sharp delivery drops quickly.
Reset Delivery With New Campaigns
- If one ad lost delivery, try moving it into a new campaign to regain momentum.
- Ask your Meta rep for a creative fatigue report and focus on making new ads.