The Ad Scaling Playbook📈

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 In today’s newsletter 

• Scaling Ads the Smart Way: Expand Creatives with the Iterative Scaling Process

• Is a Six-Figure Domain Worth It?

• Unlock New Growth on Amazon

• How Skims Built a $4 Billion Empire

• DTC Playbook: Ridge Wallet's Amazon Page

• Master AI Like the Pros—Join 400,000+ Readers

• Latest News: Retailers Leverage ‘Subscribe and Save’ To Compete in Challenging Market & more…

  Let's Dive Into It! 👇

In the past weeks, I spoke about Creative Testing 101, & Vertical Scaling, Expanding Audiences, 

Today, let’s deep dive into doubling down with your winning creatives without tanking performance.

I call this Iterative Scaling Process.

Instead of reinventing the wheel, this method allows you to expand creatives strategically by making controlled changes while keeping the winning formula intact.

Here’s how to do it:

Step 1: Deconstruct Your Winning Ad 🏆

Start with questioning the key elements of your ads.

The Hook: What appears in the first 3 seconds of the ad. Is it the visual cue or the bold statement that’s appealing to the viewer?

If it’s the visual -> Use the same video with a different hook.

If it’s the hook -> What problem does the ad call out? Think of ways you can present the same problem in another way.

If it’s both the visual & statement -> Keep the format constant & play around with another hook.

Step 2: Expand with Micro-Iterations 🔄

Here’s what to tweak without disrupting the core winning formula:

New Hooks: Keep the winning structure but change the opening.
Example: “Struggling with dry skin?” → “This one product changed my skincare routine.”

Text Overlay Changes: Highlight a different USP.
Example: “Long-Lasting Formula” → “Clinically Proven Results”

Voiceovers: Use the winning voiceover while showing the products in action.

Example: UGC ad with an Influencer’s Face & Voiceover → Product Demo Ad using the same Influencer’s Voiceover

Step 3: Iterate Across Different Formats 🎨

Your best-performing ad shouldn’t just stay in one format.

• Convert Testimonial videos into a stack of statics

• Convert a winning video into a carousel

• Generate longer versions of shorter video ads & vice versa

• Based on placements Breakdown, tweak your ads for underutilized placements.

Why Iterative Scaling Beats Traditional Scaling

 Bad Scaling: Dumping more money into a single ad until it fatigues.
Smart Scaling: Expanding creatives with small tweaks, refreshing engagement & maximizing performance.

The goal is to keep your winning ad alive for as long as possible while stacking new variations that perform.

This method has helped accounts to scale budgets from $100/day to $1,000/day without performance drops.

💡 Want us to implement this for you?

Is a Six-Figure Domain Worth It?

A premium domain can give off big brand energy, but does it actually move the needle?

• If you’re running a VC-backed rocket ship, may be? Because branding matters, especially when it comes to how easier it becomes to recalling the brand name.

• If you’re bootstrapped, that six-figure spend is probably better off fueling growth.

• Consumers? They just want a brand they trust, whether it’s on a .com or a funky alternative.

If it’s not driving revenue or trust, it’s just an expensive flex. What’s your take?

In the case of Matthew, it looks like the spend was worth it:

Check out the discussion on X. Worth checking out if you’ve been considering on upgrading to a premium domain.

Unlock New Growth on Amazon

Growing on Amazon takes more than great products—it’s about getting in front of the right shoppers. With affiliate marketing, you can:

✅ Drive high-quality traffic – Reach shoppers off Amazon by partnering with 8K+ vetted publishers, affiliates, and influencers.
✅ Control your commissions – Set CPA or CPC by product or creator to maximize ROI.
✅ Boost organic rankings – Amazon rewards external traffic with better search visibility and a 10% kickback.

Download the Guide

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2.4 million visitors in a month?! 👀 Skims isn’t just a fashion brand—it’s a DTC powerhouse. From AI chatbots to killer email + SMS marketing, they’ve got their growth game on lock.

Check out the full breakdown to see what’s really driving their insane sales. 🚀 

This week, we’re excited to spotlight Ridge Wallet, a brand that has redefined everyday carry with its minimalist, RFID-blocking, and ultra-durable wallets. With over 9 figures

in annual revenue and a strong hold on the global minimalist wallet market, Ridge is a prime example of how strategic execution can drive DTC success on Amazon.

The 5 Essentials for a Successful Amazon Product Page

A winning Amazon product page isn’t built by accident—it’s crafted with purpose. For Ridge Wallet, every element plays a critical role in educating, engaging, and converting shoppers. Let’s break down how each of these five essentials works for Ridge:

1. Title

What Works:
Ridge’s title is clear and keyword-rich—“Ridge Wallet for Men – Minimalist, RFID Blocking, Slim Front Pocket Wallet”—immediately communicating the product’s core benefits.
Why It Works:

• Search Optimization: Including key features like “minimalist” and “RFID blocking” ensures that the listing ranks for relevant searches.

• Clarity & Relevance: The title tells potential buyers exactly what to expect, reducing friction and increasing click-through rates.

2. Product Images

What Works:
The product display isn’t limited to generic white-background shots. Ridge uses a mix of detailed close-ups, lifestyle images, and infographic-style visuals that highlight features such as the cash strap, card capacity, and RFID protection.
Why It Works:

• Visual Storytelling: Multiple images show the wallet in real-life use—sliding easily into a front pocket or held during everyday activities—helping customers visualize its fit into their lives.

• Feature Focus: Callouts and annotated images break down key functionalities, building trust and answering questions before they’re asked.

3. Reviews

What Works:
Ridge’s Amazon page is backed by thousands of positive reviews, many with detailed customer photos and testimonials.
Why It Works:

• Social Proof: High ratings and extensive customer feedback reassure shoppers that the product delivers on its promises.

• Authentic Insights: Reviews often highlight practical benefits (e.g., slim profile, durability, and effective RFID blocking), which helps prospective buyers make informed decisions.

4. A+ Content

What Works:
Ridge leverages enhanced brand content (A+ Content) to share its design philosophy, material quality, and commitment to a lifetime guarantee. This section includes comparison charts, rich images, and storytelling elements that go beyond standard bullet points.
Why It Works:

• In-depth Education: Customers get a deep dive into the product’s benefits, materials, and craftsmanship, which minimizes post-purchase dissonance and potential returns.

• Brand Connection: The A+ Content reinforces the premium nature of the brand, building a stronger emotional connection with buyers and differentiating Ridge from competitors.

5. Product Description

What Works:
The description is a well-crafted blend of technical details and persuasive copy. It outlines dimensions, weight, features (like RFID blocking technology and cash strap functionality), and the product’s design benefits.
Why It Works:

• Comprehensive Information: By addressing every question a buyer might have—from usage scenarios to warranty details—the description instills confidence and encourages purchase.

• Persuasive Language: The copy is engaging and benefits-driven, explaining not just what the product is, but how it improves everyday life.

Putting It All Together

Each element on Ridge Wallet’s Amazon page isn’t just a standalone feature—it’s part of a cohesive strategy. The optimized title drives targeted traffic, while the high-quality images and A+ Content educate and inspire. Robust customer reviews add social proof, and a detailed, persuasive product description seals the deal by answering all buyer questions. Together, these five essentials create a product page that not only informs but converts, illustrating why Ridge Wallet continues to dominate its category.

Stay tuned for the rest of the week as we dive into Ridge’s advertising strategy, social media presence, website experience, and email flows—each a key piece of their impressive DTC growth story.

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📰IN THE NEWS

👉Retailers Leverage ‘Subscribe and Save’ To Compete in Challenging Market

To stay competitive, retailers are embracing "Subscribe and Save" models to lock in repeat customers and drive loyalty. This strategy ensures steady revenue while offering convenience to shoppers. Ignoring it could mean losing out on long-term customer relationships.

👉Most brands have social commerce strategy, but little community management

Most brands sell on social but neglect community management, missing engagement and sales opportunities. Consumers expect interaction, but brands are falling short in fostering relationships. Strong community management can drive conversions, boost retention, and create brand advocates. Ignoring it means leaving money on the table.

👉The Future of AI in Retail: Smarter Merchandising, Better CX

 AI is transforming retail by enhancing merchandising strategies, improving customer experiences, and optimizing inventory management. Retailers are leveraging AI for personalized recommendations, dynamic pricing, and predictive analytics to stay competitive.

Have any questions that you need help with?

Ask here - look out for Friday’s issue where Ibrahim will answer them.