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Channel mix is an enigma for most companies. At Varos, customers often ask us questions like:
- “Should I be advertising on TikTok?”
- “Is it worth trying Performance Max or Youtube ads?”
- “Does anyone in my spend range see good results on Google at scale?”
- “How much money should I be putting into Retargeting? “
The problem is that it’s not always easy to arrive at an answer. You can’t just throw $10k at an ad channel and get a yes/no if it works.
It takes iteration, motivation, investment, and ultimately confidence that you can achieve your desired results if you work at it. Paid media isn’t “set it and forget it.”
Media Mix is our new intelligence tool that helps you decide where to invest your ad spend in a data-driven way, using cross-platform spend data from other companies in the Varos ecosystem.
It contains two parts: Spend Distribution & Performance Summary.
Access the cross-platform spend distribution of other companies just like yours. For example, you can see for Cosmetics companies with a total ad spend of $100k/month, what’s their avg. spend distribution between Meta Ads, Google Ads, and TikToK Ads.
You can see the spend distribution for all companies sharing data with Varos, and also for just those actively spending on platforms.
What can you do with this data? If you see there’s a channel that you’re underspending on (or not spending at all on) compared to your peers in your vertical and spend level, then you should consider giving a bigger push into that channel.
At the minimum, you should try and understand why your distribution is different from others. Do they know something you don’t?
To see why others might be spending more on platforms you’re that you’re not, check out the performance summary.
The performance summary shows you CPMs, CTRs, and CVR on all platforms in one easy to use place.
This way, you can see for your vertical and spend level - what are the typical metrics that others see by platform. By viewing them all in one place, you can identify where you can find the optimal acquisition costs that make sense for your business.
Currently, Varos displays media mix between Meta, Google Ads, and TikTok Ads. In the coming weeks, we’ll add spend distribution & performance summary breakdowns by placement and prospecting vs. retargeting.
Media Mix is available on Varos paid plans. To access the feature login to your Varos account and click Media Mix in the menu.
About the Author
Yarden Shaked
Co-founder & CEO at Varos
Learn how to beat out your competition on TikTok. We've analyzed thousands of TikTok ads accounts and discovered what the best are doing.
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Bottom line: I’m recommending Varos to you all because it’s FREE (for now) and it’s already added a ton of value for myself and my clients.Check it out 👇
I would definitely recommend checking out Varos. With Varos you can easily see how your peers are performing, for free. You get insights into not only TikTok Ads benchmarks, but also similar data for Facebook Ads, Google Ads, and more. #VarosAmbassador
Varos allows thousands merchants to upload anonymize marketing data across meta and google and aggregating it to show what the average is across different categories and ad spend
With varos.com, I can see exactly how our performance across channels stacks up against our competitors in our space.
Compare your ad performance to benchmarks of companies just like yours, anonymously.
I would've killed for this tool years ago and now it's here and oh it's free. Amazing.
I've been seeing some content about @Varos_com so we decided to check it out.
One underrated feature of theirs is the Shopify Benchmarking, which is FREE btw.
Literally impossible to access this data anywhere else. Check out what we're seeing at @my_obvi 👇
I'm loving what @Varos_com is doing with providing much more relevant benchmarks for #ecommerce... especially since it shows that we are absolutely DOMINATING @Elumynt on #facebookads!
This is in the Baby and Children vertical.#fbads #ppcchat #retail #dtc
Bottom line: I’m recommending Varos to you all because it’s FREE (for now) and it’s already added a ton of value for myself and my clients.Check it out 👇
I would definitely recommend checking out Varos. With Varos you can easily see how your peers are performing, for free. You get insights into not only TikTok Ads benchmarks, but also similar data for Facebook Ads, Google Ads, and more. #VarosAmbassador
Varos allows thousands merchants to upload anonymize marketing data across meta and google and aggregating it to show what the average is across different categories and ad spend
With varos.com, I can see exactly how our performance across channels stacks up against our competitors in our space.
Compare your ad performance to benchmarks of companies just like yours, anonymously.
I would've killed for this tool years ago and now it's here and oh it's free. Amazing.
I've been seeing some content about @Varos_com so we decided to check it out.
One underrated feature of theirs is the Shopify Benchmarking, which is FREE btw.
Literally impossible to access this data anywhere else. Check out what we're seeing at @my_obvi 👇
I'm loving what @Varos_com is doing with providing much more relevant benchmarks for #ecommerce... especially since it shows that we are absolutely DOMINATING @Elumynt on #facebookads!
This is in the Baby and Children vertical.#fbads #ppcchat #retail #dtc
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