The Feeder Strategy

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🤩 The Feeder Strategy Blueprint: Drop CPCs by 50% Without Sacrificing Quality

Most brands treat their Google Search setup like a static investment. One campaign. One conversion goal. One shot to make the algorithm work. But top media buyers are quietly unlocking massive ROAS gains with a two-campaign system built for signal control, not brute force spend.

This is the Feeder Strategy, and it works by separating traffic training from conversion capture.

Campaign 1: The Feeder, Cheap Clicks, Clean Signals

The feeder isn’t built to convert. It’s built to teach.

You set this campaign to Exact Match with your best high-intent keywords. Instead of optimizing for purchases, you use a fake conversion goal (e.g., time on site, YouTube views, or even newsletter signup). Why? Because it lets you avoid inflated CPCs while still signaling relevance.

• Bidding strategy: Maximize Clicks
• Conversion: Non-monetary “training” event
• Goal: Feed Google clean data with low-cost, high-intent visitors

The result? You get in front of real buyers cheaply without tipping off the algorithm that you’re chasing conversions.

Campaign 2: The Converter, Powered by Primed Data

Now that Google knows the type of person who engages with your funnel, you create a second campaign optimized to convert.

This campaign uses Broad Match and is optimized for actual purchases, leads, or high-value events. The primed signals from Campaign 1 provide Campaign 2 with a strong behavioral foundation to work from, resulting in lower CPCs, improved relevance, and accelerated optimization.

• Bidding strategy: Target CPA or ROAS
• Keywords: Broad Match, fueled by Feeder signals
• Conversion: Purchase or real business outcome

You’ve now separated intent harvesting from actual acquisition, and you let Google do what it does best: optimize with data that makes sense.

Why It Works

• Feeder trains without penalty: You avoid CPC inflation by not signaling hard goals too early.
• Broad gets smarter, faster: You’re not wasting money on guesswork. Campaign 2 learns from real user paths.
• Prevents cannibalization: By separating traffic by intent and goal, you protect your signals and clean up your attribution.
• Testable & tunable: You can scale Feeder budgets based on spend, or run state-based splits to localize learning.

The Feeder Strategy isn’t a hack; it’s a calibration system. You’re not tricking Google. You’re teaching it the right lesson before asking it to take the test. Want cleaner traffic, lower CPCs, and real lift in conversions? Start splitting the classroom.

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📬 Meta Expands Marketing DMs with CRM Targeting & Daily Limits

Meta is enhancing how brands use DMs for promotions, launching a refined version of its Messenger marketing messages with CRM targeting, daily caps, and new metrics. The goal is to help businesses re-engage customers who’ve already interacted via chat, using more personalized and trackable promotional messaging. 

The Breakdown:

1. Meta revamps marketing DMs for re-engagement - Brands can now send daily promotional messages to users who’ve opted in. These messages appear as native DMs and can drive directly to catalog listings or specific CTAs.  

2. Brands can target via CRM and personalize content - Businesses can upload CRM lists, segment users with custom tags, and personalize DMs by customer behavior. Meta plans to introduce sub-segmentation tools in H2 2025 for even more granular targeting.

3. New metrics help optimize and measure DM impact - Advanced performance metrics include cost per delivered message, cost per link click, and upcoming deeper funnel tracking. Meta is also sunsetting Recurring Notifications by January.

Meta is turning Messenger into a serious CRM-powered retention tool, blending the intimacy of DMs with the scale of ads. Used smartly, it could rival email and SMS for direct brand communication. 

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🚀Quick Hits

📱Your mobile PDP has 3 seconds to convince. Eko’s guide breaks down how gallery flow, thumb zones, and scroll behavior change what shoppers choose. Don’t design by instinct, design by signals. Get the free guide and learn how top brands build galleries that convert.

🗨️ Google Search Console now includes a “Discussion forums” filter, letting eligible sites track impressions, clicks, and CTR for forum-rich results directly in performance reports. 

🔍 Google’s AI Mode is reshaping search behavior, 1- and 2-word queries dropped 26%, while 3- and 4-word queries now drive 40% of conversions..

🇺🇸 TikTok is building a U.S.-only version of the app, codenamed “M2,” to meet foreign ownership laws and preserve access. It’s expected to launch in September, with a March 2026 migration deadline.

🧁 Google AdSense will now auto-fill unfilled ad slots with contextually relevant suggestions. If users click them, targeted ads appear, helping publishers recover lost revenue without manual setup.

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