Dein ROAS bricht ein, weil du diese Creatives ignorierst!
·9 min
The episode opens with host Berend Heins promoting a paid 'Scaling Roadmap' for 37 euros, a step-by-step guide developed over five years with over 500 e-commerce brands to scale from zero to over 10 million in sales. Heins then shifts to the main topic: why ad performance (ROAS) often breaks down when scaling. He provides a specific example of an e-commerce account with 50k monthly revenue that reached 2.5 million people over three months, highlighting a disconnect between reach and conversion. Heins argues this breakdown occurs because shops focus too much on top-of-funnel creatives that grab attention but neglect 'Bottom of Funnel Creatives'. These are creatives aimed at people already familiar with the brand, such as explainer videos, product demonstrations, responses to comments, and static ads with specific offers. He explains that bottom-funnel content addresses unanswered questions, objections, trust issues, and product selection uncertainties that prevent conversion. Heins emphasizes that a diverse mix of creatives is crucial, not just relying on one 'winner' ad. He uses a football team metaphor, comparing creatives to players with different roles (defensive, offensive, midfield) to illustrate the need for a full system. The episode is structured as a solo monologue with practical advice, recurring themes of prioritization, creative diversity, and systematic scaling. Heins concludes by inviting listeners to book a consultation on his website for personalized support in building this creative 'football team' for their shops.
