founder @marpipe_hq - giving the world’s best brands control over their product catalog & catalog ads
Manhattan, NY
Joined November 2016
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Gen AI works for one-off ads, but is unusable for product catalogs / DPA.
Ecom brands have hundreds of SKUs and are spending 50%+ ad spend on DPA. They’re being left behind. Until now.
Introducing, Generative Catalogs: redesign your entire product catalog and DPA in minutes.
Dan Pantelo retweeted
Copy, Creators, Feeds, Campaign Diversity.
Want to win ads in the next 12 months do the 4 above things.
So this means @Marpipe_HQ + @danpantelo is needed.
And @natelagos is needed.
Some interesting takeaways from Meta's lastest earnings call:
Price per ad rose 14% while impressions rose only 10%, so auctions are getting more competitive faster than inventory is growing. - While Meta is suggesting this is a good thing, I actually believe this is part of the problem. Meta has become SO good at hitting middle and bottom of funnel (in-market segments). This is a BIG reason why you see these sudden CPA spikes. Meta just runs out of steam.
So what do you do? Honestly it's running more reach and frequency campaigns. Every brand in which I have them on has stable performance. 5-10% max ft your top creatives ran in custom placements (no audience network etc) and using a custom audience.
It works. But don't think you'll see it impact you for at least 4-6 weeks. It takes. time. TRUST it and just let it run.
Test longer, descriptive copy. - Meta gave a reference to a syrup brand that massively improved performance because their ad copy was rich, descriptive. In theory, it makes sense right? The LLMs LOVE when you're descriptive and Meta is no different.
I'd 100% be testing longer form ad copy if you haven't already. Almost all the brands I manage have 4-5 paragraph versions of ad copy as a dynamic copy paired with a short version. These same to hold stable performance.
CREATORS!!! Partnership Ads grew 97% year over year to a $15B+ annual run rate. - If you haven't invested in partnership ads yet, and you're going into BFCM without a plan for them, start NOW. Every brand I work with that saw massive growth this year is heavily invested in creators. If you're not doing it, you are paying higher prices.
Lastly, this one is one I see Meta talking about a TON but very few mention here. They even talked aobut it last night again via Muse. Product feed and catalog quality become a competitive advantage. With agentic shopping slowly increasing advertisers absolutely need to make their product feeds better. This means video, more imagery, more enriched copy etc.
For years we just slapped Flexify up or just used the basic catalog from Shopify. The brands enriching the data I have to imagine will slowly become better as agentic stuff takes off.
Ok, that's my two cents. Back to waiting for my sports card in the mail.
Thrilled to announce we’ve partnered with @meta to bring an unprecedented new performance unlock for brands.
Here’s how the Catalog Accelerator works… Meta will help cover the cost of Marpipe Enterprise for new brands. We help you make the most of it, by enabling every popular feature thats proven to increase DPA performance.
Meta is doing this because it’s never been more clear that an enriched product catalog (with good creative, SKU-level video, and clean data hygiene) enables brands to deploy substantially more ad spend profitably.
Paid social is changing extremely fast - for many major brands, their product catalog is now the primary growth asset. This would be unthinkable just 5 years ago.
Marpipe is the industry’s ‘Easy Button’ for catalog enrichment - within days, any brand can be live with better catalog creative and clean product data optimized for performance and reach.
We launched a subsidy partnership with Meta back in July, but it only lasted for 30 days. It was such a hit that we’ve extended it through to the end of October.
Spots are limited, first come first serve! Apply in the link below.
the most legendary lock in session of all time
the adderall kids will be talking about this one for ages
Noreaster hit the north shore hard - there used to be a big beach here, totally swallowed by high tide + took the staircase
Got some amazing lock in time though
Dan Pantelo retweeted
No start to a day above @mrsharma and @codyplof dropping knowledge bombs every question
@ecomfounders events are superior.
Ya’ll are not prepared for the @ecomfounders Q4 Summit today.
No expense was spared. So wild to see it grow and upgrade every year. Can’t wait to see you guys soon!
Two big changes to Meta catalog ads we just observed over the weekend;
1. The default size for product carousels is now 2:3, not 1:1. Do a visual check today to ensure your product images aren't getting cut off.
2. Option to select Advantage+ catalog is now gone, meaning it is now the ONLY option, on by default for everyone.
Both good things.
Hats off to Beanstalk. Tabloids are saying it's the event of the year. That's a tough act to follow, and motivates us to go 10x harder.
We have the Ecom Founders Q4 Summit next Thursday, with 300+ brands RSVP'd.
Execs from Unilever, Aviator Nation, UNIQLO, Love Wellnes, ipsy, Revlon, and investors/funds/brand rollups.
NYC B2B EVENT WEEK has only just begun!! I hope to see you all there.
ecomfounders.com/pages/q4-su…
If you’re at beanstalk and find it interesting that there’s way less agencies shilling than usual
It’s because Meta set up this honeypot today in NYC for agencies to debate each other on stage about who’s proprietary tech is better
Long live NYC B2B EVENT WEEK!!
So Google Ads is testing a new Product Value Optimization feature (currently in beta) that lets advertisers tell its bidding algorithm that some products are more valuable than others.
For example:
→ Prioritize higher-margin SKUs
→ Push seasonal inventory that needs to sell through
→ Place more value on best sellers
→ Adjust value based on brand, category, or other product attributes
And importantly, you can do it without rebuilding your campaign structure.
A must-try for any brands with large product catalogs.
As always, @Marpipe_HQ can help clean up your product catalog, automate value signals and generate on-brand dynamic ads that will crush your goals in Q4!
Big news for Google Shopping advertisers this weeked;
Google Merchant Center now wants to see product videos for every SKU.
Meta has been on this for a while (adding a video column to your feed improves CPR by about 20% on average), but Google is now catching up.
From Google: "Product videos offer a more engaging and immersive experience to customers. They allow shoppers to see products from every angle, demonstrate fit, show texture, and feature rich details that static images can't fully capture."
This should be a critical part of your pre-Q4 checklist - brands with videos in their feed will perform better than those who don't.
As always, @Marpipe_HQ can help you generate and run dynamic videos for all channels.
I can’t explain exactly how but this take is so spiritually Eurozone startup guy who just raised from a family office in Switzerland
Like.. “but guys, cutting costs can be dangerous!”
Watching Shopify app founders celebrate 90% price cuts and the “downfall” of expensive SaaS over the last couple of days has been really bizarre.
If this becomes the standard, most of the people cheering are dead.
There is always someone willing to charge less. $15 becomes $10, then $5. With AI, a decent developer can replicate simpler products faster than ever and undercut you again.
I don’t understand why so many partners are helping sell the idea that cheaper software is automatically better.
Most app companies don’t have huge market share. They need decent margins to employ good people and keep building.
There’s also a massive difference between products.
Some software can have a bad hour and barely affect the merchant. Other software sits right in the middle of customer data, revenue and critical automations. A bad hour there can mean the wrong message goes to 100,000 customers or an important revenue flow stops working.
Of course that costs more to build and run properly.
We deliberately price towards the higher end of our category. I’m completely comfortable saying that. We build complicated software and I want the business to make good money doing it.
A merchant paying $300/month for something making them $30k is getting far better value than a merchant paying $10 for something useless.
Value is what matters here.
Some SaaS is wildly overpriced and deserves to get undercut.
But cheering every huge price cut as a win is incredibly short sighted.
Keep telling merchants that price is the measure of good software and eventually they’ll expect the same from your app.
Most of the people cheering this on cannot afford to win that race.
PJ, I think you’re one of the best SaaS operators in the game.
Incredible clarity of thought and mission behind this post.
Creating a tribe, pointing out a common enemy.
“Because we’re optimizing for market share, not profit” - this captures the ‘why’ in so few words.
Bravo sir
After 12 years of being focused on just reviews, we're adding a second product: @judgeme Email.
Priced super low: 0-15 USD / month for features, 15K emails per month for free, then 15 cents per 1000 emails.
That's 10x cheaper than the competition. Even compared to Shopify's own Email app, we're 85% cheaper.
The product is in early stages, but we're adding features constantly. The price will never go up as we add value, as we optimize for market share, not profit.
After you install the app, you'll be able to request a call with our team to go over your email marketing needs and your setup.
Very excited to have this app live, and if you're a Shopify merchant, hope to see you soon!
apps.shopify.com/judgeme-ema…
think this will do numbies on Linkedin?
calling out competition by name. not oriented at the twitter DTC crowd bc I know none of ya'll still pay a % of spend for creative tech, but people on Linkedin do 🥹
I disagree bc I think DPA is very fun to talk about
But I also know I'm the only person who thinks that
One thing we can all agree on - enriched creative DPA is the primary workhorse in almost every ecom ad account.
And if it's not, you're probably doing something wrong
everyone is talking about creative diversity and Andromeda this and Andromeda that.
meanwhile enriched catalog DPAs are sitting right there. boring, unsexy, and they do not fatigue.
if you have a medium to large catalog and products that actually catch an eye, you are leaving money on the table because testing DPAs is not fun to post about.
we run ours through MarPipe, @danpantelo's shop. not sponsored.
anyone else quietly scaling on these or is it just us?