Episode 223: Cracking the Code on AppLovin Ads: A New Traffic Channel for DTC Brands

Episode Description

If you're tired of being stuck between Meta and Google for your media buys—this episode is for you. Pep Hufen is back with a behind-the-scenes look at AppLovin Ads: the breakout ad platform that’s scaling DTC brands like Breeze and Boom.

Discover why this mobile-first platform is outperforming Google for some advertisers, how it works, and why it might just be your next great opportunity for customer acquisition. Plus, Pep shares a step-by-step walkthrough of how Smart Marketer tested it with Boom Beauty and what you need to know to get started.

“I’ve given you an overview of AppLovin and hopefully also I’ve shown that hey, there are actually platforms coming up that can compete with performance actually with Meta and Google.” – Pep Hufen

You Will Learn

• What AppLovin is and how it’s unlocking new acquisition channels

• Why major DTC brands are shifting serious spend to this platform

• The two bidding strategies you need to test (CPP vs ROAS)

• How Boom Beauty achieved a 1.1X ROAS on a brand-new pixel

• What creatives work best on mobile-first ad placements

• Tips for optimizing end cards to boost conversions

• Where AppLovin fits in your broader traffic strategy

Links & Resources

• Smart Marketer

• Smart Marketer Live – Grab Your Tickets

• Boom Beauty

• Apply for AppLovin Beta w/ Smart Marketer Partner Credit

• Aaron Nosbisch on X (@aaronjnosbisch)

Timestamps

• 00:00:21 – What Is AppLovin & Why It Matters to DTC Marketers

• 00:01:52 – AppLovin’s Pivot to Ecomm: A New Channel for Acquisition

• 00:02:30 – Case Study: Breeze Spends $1.4M—and Outpaces Google

• 00:03:04 – Why ROAS Is the Real Story (Not Just Clicks)

• 00:04:02 – AppLovin’s Ad Inventory, Reach & Algorithm Explained

• 00:06:12 – Why These Clicks Convert: Real Buyer Signals

• 00:07:05 – CPP vs. ROAS Goals: How to Structure Campaigns

• 00:13:56 – Boom Beauty Setup: Pre-Sell Pages, Offers & Funnel

• 00:17:05 – Scaling Boom: CPM, Creative Testing & Ad Types

• 00:22:09 – Final Optimizations: ROAS Wins & What’s Next

Your Engagement Matters

Thanks for tuning in. This episode was packed with data-backed strategy and firsthand testing insights. If it helped you think differently about ad platforms:

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