Welcome to The Catalog Cult, where we dive into cutting-edge catalog advertising strategies for e-commerce brands. In today’s episode, Dan Pantelo, CEO & Founder @ Marpipe, tackles a critical topic for high SKU brands: moving away from outdated hero product strategies and embracing the power of hero offers.

Key Highlights:

The Myth of the Hero Product

For high SKU brands, the concept of a hero product doesn’t always apply. While it works for small SKU brands, high SKU businesses—like apparel, furniture, or jewelry brands—need a strategy that considers their diverse product catalog.

Hero Offers vs. Hero Products

Dan introduces the idea of hero offers—sitewide discounts, tiered promotions, free shipping thresholds, or BOGO deals—that perform better for high SKU brands. These offers drive conversions across the entire catalog instead of relying on a single product.

Dynamic Product Ads (DPA) for High SKU Brands

Dynamic Product Ads (DPA) are the ideal solution for high SKU businesses. With DPA:

• Ads dynamically serve the right products to the right audiences.
• Brands can showcase a wide range of SKUs with personalized targeting.
• Campaigns can efficiently scale without wasting ad spend on low-performing products.

Feed Management for High SKU Brands

Feed management platforms like Feedonomics and DataFeedWatch simplify catalog organization and performance. These tools:

• Ensure your product data (e.g., inventory, descriptions, and pricing) is always accurate.
• Improve catalog ad performance by providing platforms like Meta with detailed product information.

Optimizing Product Sets and Segmentation

Dan explains the importance of product set targeting for high SKU brands:

• Segment your catalog by categories (e.g., men’s, women’s, kids’ apparel).
• Use performance metrics, like low CAC or high AOV, to create tailored product sets for acquisition and retargeting.

The Technical Side: Product IDs and Pixel Matching

Ensuring your product IDs in your feed align with your tracking pixel is crucial for accurate attribution. Misaligned IDs can result in lost performance and wasted ad spend.

If you’re ready to take your high SKU brand to the next level, subscribe to The Catalog Cult newsletter for actionable tips, strategies, and industry insights. Sign up today: https://www.marpipe.com/newsletter-sign-up-page.