Proxima

We’ve generally kept what’s working to ourselves in the past but given the challenging environment of DTC in 2025 it felt like a good time to publish our first white paper. HYPE10 teamed up with Alex Song and Proxima to create the Meta Ads Playbook we use to help 8 and 9-figure brands scale profitable. In it, you’ll get 10 chapters of actionable, high-impact tactics you can replicate from some of the fastest growing DTC brands in the world. Some highlights: 1. Why every brand >$25M/year needs to test Spanish ads. 2. How to properly structure upper funnel reach campaigns. 3. Our method to build authority with "ghost" publisher pages. 4. Specific, replicable setups that are unlocking incrementality. 5. How to use Conversion Value Rules. So far, over 200 media buyers and CMOs have downloaded the playbook. It’s 100% free and in the comments for you to download.

Rising CPAs are a massive pain point for brands in 2025. Our goal with the NEW Proxima x HYPE10 Meta Ads Playbook is to help marketers combat that. We teamed up with HYPE10 (the elite NYC performance marketing agency) to unpack strategies that 8-9 figure eCom brands are finding success with right now to slash their CPA by up to 20%. In the guide, we'll cover: - Why your high school Spanish can help crush ad performance - How to properly structure upper funnel reach campaigns - Why you should be taking halo effects more seriously - How to build authority with "ghost" publisher pages - A better way to work with creators for whitelisting - Specific setups that are unlocking incrementality - The "right way" to think about bid strategies - Secondary scaling audiences > Broad - How to use Conversion Value Rules - What's working RIGHT NOW for brands like Marine Layer, Dagne Dover, Ten Thousand, and other top-tier eComs Over 200 CMOs and media buyers have already downloaded this resource, with one saying: "This is the stuff you don't find on Twitter or YouTube. 10/10 guide." You might be one test away from changing your entire business, so comment 'GUIDE' below and I'll send the playbook your way. Special thanks to Max Langlois, Alex R., Erwin Yu, Sam Wolf, Clint Ross, Kevin Lindberg for bringing this beast of a playbook to life.

250M+ people shop through Meta every year. Yet, brand’s shops fall short when it comes to converting them. Here’s a 5-step playbook to get your Meta Shop in top shape: 1. Sync Your Shop with Shopify Nothing kills conversions like inconsistent offers. If your Shop shows different discounts than your website, customers lose trust. To prevent this, sync Meta Shop with Shopify: Add offers to Shopify and activate them for FB/IG sales channels. In Meta, go to Commerce Manager > Promotions > Offers to verify it's live. Apply discount codes directly in Meta Ads to streamline the checkout experience. 2. Merchandise Your Homepage Strategically Meta shoppers scroll fast. If your best products aren’t front and center, you’ll lose them. Here’s a proven homepage structure: ?? Top Collections: Use carousel cards to highlight core categories. ?? Key Products: Feature 2-3 static blocks of bestsellers and bundles. ?? Shop by Price: Add collections like "Under $100" to simplify browsing. 3. Add an Email Opt-In Offer Social commerce is great for sales - - But without capturing emails, you’re missing out on an audience you can own. Fix that by enabling email opt-ins at checkout: ?? Go to Commerce Manager > Promotions > Marketing Settings. ?? Enable “Collect emails at checkout”. ?? Sync with your CRM so leads go directly into your email platform. A strong email list will drive repeat purchases off-platform for months (even years) at a time. 4. Remove Unwanted UGC User-generated content (UGC) can boost credibility—unless it’s irrelevant or low-quality. By default, Meta auto-adds UGC to Shops. Turn this off: ?? Go to Commerce Manager > UGC. ?? Disable “Auto-added UGC”. This ensures only high-quality, brand-approved content appears. 5. Stop Meta From Auto-Creating Discounts Meta sometimes pulls old discount codes from Shopify—leading to surprise discounts that cut into margins. To avoid this: ?? Go to Commerce Manager > Overview > Shops (Manage) > Offers. ?? Toggle off any outdated or unwanted discounts. Reminder: Always double-check offer settings during big sales periods like Black Friday. Why This Matters A well-optimized Meta Shop does more than convert better—it also boosts ad performance. When customers interact and convert within your Shop, Meta gets richer signal data to improve your ad targeting. It’s a compounding cycle: Better Shop experience → more conversions → stronger ad performance → more revenue.

picture day smiles & kicks @ Proxima ?? thanks for organizing headshots Alexon G.!!

Are You Falling for “Best Practice Bias” on Paid Social? Many media buyers in 2025 question whether audience targeting still works. Tanner Duncan & Zach Nussbaumer shared their tactical insights with us below. The current status quo is to stick to broad or let ASC+ do it's thing... and yes that "can" work but you can also eat cereal with water. But you shouldn't... Sure, broad can work. But when did we start blindly following what Meta tells us without testing for ourselves? If you’re putting 100% of your budget into a single broad-based strategy just because it’s the flavor of the day, you’re leaving money on the table. Here’s why audience targeting still matters—and how to test it effectively: 1) Interest-Based Audiences A great way to reach people who should love your brand but haven’t discovered it yet. - Directly Related: If you sell skincare, target beauty brands, influencers, and skincare enthusiasts. - Tangentially Related: Think lifestyle—Lululemon, Whole Foods, SoulCycle, high-end travel. Quick Test: - 3–5 ad sets (CBO) - Each ad set targets a category (beauty, fitness, travel, etc.) - Budget = 7 purchases/day per ad set (7 x CPA x # of ad sets) - Use top 5–7 high-performing Post IDs from the last 14 days 2) Lookalike (LAL) Audiences LALs aren’t dead. You just need the right seed + LAL percentage. Try these: Value-based (people similar to your highest-value customers) Pixel-based (people similar to all customers) Social (FB/IG engagers, video viewers) Klaviyo (email subs, past buyers) Quick Test: - 3–5 ad sets (CBO) - Each ad set = different LAL seed (value, pixel, social, etc.) - Budget = 7 purchases/day per ad set (7 x CPA x # of ad sets) - Test 10% LALs (broader = better for larger spenders) 3) Proxima AI Audiences (shameless plug) If LALs are gas, Proxima is rocket fuel. They analyze $20B+ in Shopify purchases to build AI-powered lookalikes. The result? Smarter audience targeting beyond broad. Example: Pestie scaled $6M in incremental ad spend while maintaining CAC with AI Audiences. 4) Retargeting Audiences Yes, retargeting is weaker post-iOS14. But it still works if structured correctly. Quick Test: - L365 (Long Window): Anyone who engaged with your brand in the last year - L30 (Recent Window): Hot leads from the last 30 days - Don’t over-segment. Bigger audiences = more optimization power. TL;DR: - Broad & ASC work, but don’t ignore audience targeting - Interest-based + LALs still drive scale if tested properly - AI Audiences take it a step further - Retargeting isn’t dead—just needs a better setup Your audience strategy should fuel your brand’s growth, not just follow the latest trends.

It is with great pleasure that we announce the Commerce Cup at Shoptalk, a distinguished event proudly presented by good folks who share a love of golf and the art of internet commerce. VIP transport from The Strip, club rentals, premium refreshments, and Malbon Golf merch will be provided. RSVP: https://lnkd.in/gAAuSY6N

Launching our BIGGEST initiative for 2025: Introducing ConversionIQ. We combined Proxima's data intelligence with advanced conversion pixel technology to create something game-changing. ConversionIQ fixes the broken feedback loop between your Shopify store's raw data and Meta. How? By sending predictive & enriched first-party data back into the ad platform. The results? Early adopters are seeing MASSIVE improvements in targeting and campaign performance. We're talking: +2x ROAS lift ?+80% CPA improvement Performance indicators have been incredibly promising for our DTC partners—and we're already pushing it up-market. The best part: we're relaunching our Efficiency Guarantee?? so you can test it risk-free. Here's the deal: 1. Run a free 14-day test to see how ConversionIQ compares to your top Meta campaign. 2. If we lose, we'll fully reimburse any lost revenue. Seriously. No catch. I will personally cut you a check if it doesn't work. Link below to apply now ??

Scaling on Meta is all about efficiency — smart spending and maximizing returns. That’s why we're launching our newest innovation ConversionIQ ?? Send enriched, predictive, high-value events to Meta to improve targeting and campaign performance. We’re also relaunching our extremely popular Efficiency Guarantee?? to prove out the value. Here’s how it works: → Run a free 14-day test to see how ConversionIQ compares to your top Meta campaign. → If we lose, we’ll fully reimburse you for any lost revenue. That means zero risk. We're so confident that it'll outperform your best campaign that if it doesn't, our CEO Alex Song will cut you a check for any lost efficiency. Seriously. A check, a wire, cold hard cash. Your choice ?? What are you waiting for? Apply Now ?? https://lnkd.in/gwqpW93A

Join?Brandon Thurgood?(Redo),?Chad de Lisle (Disruptive Advertising),?Alex Song?(Proxima), and me as we cover the key touch points in your buyer journey and how to maximize each part. ?? When: January 23 @ 12pm MT ?? Where: RSVP?-----> https://lnkd.in/eVGGa8dt Come get tactical insights you can take to the team and implement in your 2025 strategy.

We're excited to team up with Redo, Disruptive Advertising, and Bold Metrics Inc. to share revenue-driving tactics to deploy throughout the buyer journey. From customer acquisition to post-purchase, we're bringing key lessons learned, data-backed strategies, and actionable steps you can take to maximize your eCom funnel. ??? When: January 23 @ 10am MT ?? Where: RSVP Here → https://lnkd.in/gM66W-8a