The performance marketing and creative set-up of a brand new eCom brand

How do you start a brand-new eCommerce brand correctly? What is the ideal setup for performance marketing and creative testing? Felix Morsbach has addressed precisely these questions. Together with Max Modrich, they not only discuss the appropriate meta setup, but also shed light on the following other topics:

• Founding your own e-commerce brand in the skincare sector
• Validating demand and the market
• Authenticity and building a close customer relationship
• Preparation for launch and various approaches to testing ads
• Research and find unique ad angles
• Evaluation of tests
• The importance of a good hook rate
• Longform vs. shortform: Which videos have the biggest impact?
• The most important elements of a good naming convention
• The testing setup for new accounts: Open Targeting vs. Interest Targeting

You can find the full interview at youtube

Who is Felix Morsbach?

Felix is not only co-founder of a new skincare brand, but also co-founder of TurnVertical a performance marketing agency that specializes in scaling and testing meta and TikTok ads.

With over 20 million euros in ad spend since 2017, Felix can not only speak from his own e-commerce experience, but also has extensive knowledge from working with a wide range of customers.

The path to your own e-commerce brand

1. Identifying a gap in the market

Felix reports that the idea to found a skincare brand came from a personal need. He had skin problems himself and found the existing market overwhelming and confusing.

This personal challenge led him to develop personalized skincare that is tailored to individual needs.

This shows how important it is to identify a gap in the market and develop a product that solves real problems.

2. Validate the idea

Before Felix and his team invested in product development, they carried out extensive market research.

They tested their idea through surveys and targeted ads to validate demand. This is a crucial step to ensure that there is a market for the planned product.

The first steps to go to market

3. Product development and production

Felix underlines the importance of product quality and proper production. They invested two years in development and research to ensure that their product meets customer expectations.

The search for reliable production partners and ensuring high-quality packaging are also crucial.

4. Building a strong brand

According to Felix, an authentic brand story is essential. From the outset, they focused on authenticity and took their potential customers on the product development journey. This created trust and built a loyal community.

Marketing strategies and advertising

5. Effective use of performance advertising

As an expert in performance advertising, Felix uses platforms such as Meta and TikTok to place targeted advertising.

In doing so, he uses various advertising formats such as video ads and statics. Particularly noteworthy is the importance of authentic founder videos that establish a direct and personal connection to the brand.

6. Testing and optimization

A central aspect of their strategy is the continuous testing and optimization of advertisements. Felix explains that they play through various angles and concepts to find out what works best.

In doing so, they attach great importance to key figures such as hook rate and hold rate in order to be able to react quickly and make adjustments. To do this, they use tools such as DatAds, to be more efficient in evaluating creatives.

Conclusion: Successful in e-commerce

Building a successful e-commerce brand requires careful planning, continuous testing, and a strong, authentic brand story.

Felix and Max Modrich's experiences show that it's not just the right strategies that matter, but also the right mindset. With these insights, aspiring entrepreneurs can overcome e-commerce challenges and successfully establish their brands.

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