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Find your customers on Roku this Black Friday
As with any digital ad campaign, the important thing is to reach streaming audiences who will convert. To that end, Roku’s self-service Ads Manager stands ready with powerful segmentation and targeting options. After all, you know your customers, and we know our streaming audience.
Worried it’s too late to spin up new Black Friday creative? With Roku Ads Manager, you can easily import and augment existing creative assets from your social channels. We also have AI-assisted upscaling, so every ad is primed for CTV.
Once you’ve done this, then you can easily set up A/B tests to flight different creative variants and Black Friday offers. If you’re a Shopify brand, you can even run shoppable ads directly on-screen so viewers can purchase with just a click of their Roku remote.
Bonus: we’re gifting you $5K in ad credits when you spend your first $5K on Roku Ads Manager. Just sign up and use code GET5K. Terms apply.
If you’re a small business owner, here’s a familiar scenario:
Your ads were performing well…
Clicks were coming in…
CTR looked solid…
CPM low...
But conversions suddenly tank.
And what’s the first thing you blame?
The ads.
You assume the creatives fatigued, the audience got tired, the algorithm changed, or Meta “stopped spending properly.”
So you start tinkering:
New hooks, new visuals, new angles, new formats.
But here’s the truth most overlook:
👉 If your ads are getting clicks, the ads are usually NOT the problem.
👉 Your offer might simply be weaker than your competitors’.
Ads create attention.
Offers convert that attention into money.
And if your competitors are offering more value at the exact moment your customer is comparing options…
you lose — even if your ads are better.
Let me show you with a real client story.
Case Study: The “Silent Killer” Behind Dropping Conversions
One of my agency clients is in the home & garden niche.
They had a great selling product — let’s call it product X.
Ad performance looked great:
Strong CTR
Healthy outbound clicks
Good add-to-carts
…but purchases suddenly dropped.
We dug into competitors.
Pricing? Nearly identical.
Creatives? Comparable.
Then we spotted it:
👉 Competitors were offering FREE shipping and faster delivery.
My client wasn’t.
So what looked like an “ad problem” was actually an offer imbalance.
We added free shipping + faster delivery.
Didn’t change a single ad.
Didn’t touch the campaign structure.
Didn’t redo creatives.
Conversions jumped back up.
Same ads.
Same product.
Different offer.
Different outcome.
Sometimes it’s not your ads.
Everyone else is just offering more.
Note: We worked with our client to ensure the offer is doable — don’t promise anything they can’t fulfill.
Your Ads Can’t Save a Weak Offer
Consumers compare. Always.
When they open three tabs — yours, a competitor’s, another competitor’s — they don’t choose the best ad.
They choose the best value proposition.
Even a tiny offer difference can make or break conversions:
Free shipping
Faster shipping
Add-on services
Guarantees
Phone Support
Complicated checkout flow
Discounts
Payment options etc.
Your offer is the most powerful variable in your funnel.
REMEMBER: The ad grabs attention & brings the costumer to the store. The website sells.
If you want a deeper breakdown of a great offer, revisit DAS #77 — How Winning Offers Can Supercharge Meta Ads.
Conclusion
In our client’s case, the entire problem was solved with free shipping.
But the offer gap can be a lot of variables: landing page, bundles, guarantees, flexible payments — whatever increases perceived value.
Your ads weren’t broken. Your targeting wasn’t broken. Your creative wasn’t broken.
Your offer just wasn’t as strong as the alternatives.
Optimize your offer first — then optimize your ads.
🍩 Snackable Challenge
Check competitor websites today.
If any of them offer more value than you do, fix your offer before touching a single ad.
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♥️ Tools we love to use at my agency:
My ultimate list of FREE Ad Libraries for spying on competition and inspiration
Get my FREE Facebook Ads Hook Library and make it yours.
My favorite FREE newsletters on Ads & Media Buying.
For Ad Creative Inspiration in almost every niche: Magritte.
Use code: RENE10 to get 10% OFF.
#1 Newsletter Builder platform for founders, creators, writers (website, automations, quizzes) Beehiiv.
Get 30-days Free Trial + 20% OFF for 3 months with this link.
Email Marketing tools for e-commerce Klaviyo or Mailerlite. We choose the one that fits our client’s needs between these two.
Best Pop-up Tool for e-commerce to grow your email list: Optimonk
Link in Bio and mini-website builder for Instagram & TikTok we use Taplink.
Our go to No-Code Drag & Drop website and landing page builder with 170+ prebuilt templates: Sitejet
* If you click the links above, we may receive a tiny commission that helps keep Digital Ad Snack running—thank you!
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