Haus

Haus is about to do the impossible: Make you actually look forward to Monday morning. Brand search analysis, dropping bright and early next week. Stay tuned.

Fresh off running paid & organic marketing at Pair Eyewear and working agency-side at WITHIN, Hoon H. came to Haus late last year and got to work fusing nuts-and-bolts storytelling with technical expertise. In his work as a Measurement Strategist, Hoon uses incrementality testing to help brands optimize their ad creative so that they're delivering the right story to the right audience. Here are his four pieces of advice for sharpening brand storytelling: 1️⃣ Find multiple, differentiated winning angles: Don’t stop at one message. Break apart creative concepts, remix them, and put several stories into market. Then test not only which assets convert but the ideal sequence to deliver them for maximum impact. 2️⃣ Challenge your preconceptions: Marketers carry strong hunches — but testing often surprises. Should you highlight retail availability to boost both in-store and DTC sales? Could memes work for your brand? Set aside budget to validate (or disprove) these instincts. 3️⃣ Go native: Every platform has its own rhythm and audience. TikTok Spark Ads ≠ YouTube creative ≠ Facebook placements. If an ad feels out of place, performance will suffer. Testing helps ensure content feels native, wherever it runs. 4️⃣ Deliver efficiently: Many “prospecting” campaigns over-index on warm audiences because platforms chase easy conversions. Hoon advises keeping the majority of spend on net-new customers, with a smaller share reserved for retargeting. Testing helps confirm the right balance. In our full interview with Hoon (linked below), he offers tactical advice and test ideas to help you get started.

Should you be using AI Max in Google Ads? Google's new AI Max for Search option is fresh out of beta — and in our latest episode of Open Haus, Ike Armstrong talks about what he's seeing with AI Max so far and how brands should think about using it. Full episode linked below 🎧

Haus is behind the coffee bar at the Meta Agency Summit! Come say hi and fuel up with a Causal Cappuccino, Incremental Lift Latte, or another data-fueled favorite. ☕ We’ll drop a link in the comments for more on how Haus helps agencies win.

Black Friday is in 73 days. Is your brand ready? To help you prep for the busy season ahead, we asked Haus Measurement Strategists about the tests they'd recommend for Q4. Our Q4 testing playbook includes: - The test recommended by *every* Measurement Strategist we spoke to - Why now is the time to test that new channel you've been considering - Options for teams trying to minimize holdouts during peak demand Don't get caught flat-footed during BFCM. Full guide in the comments ⬇️

How should you structure your Google Ads account in 2025...and how should AI-driven campaign types figure in? In our new episode of Open Haus, Measurement Strategy Lead Ike Armstrong unveils his step-by-step Google Ads amid the rise of new AI-led products and changing consumer search behavior. Full episode linked below 🎧

What can brands do to show up better in AI overviews? Haus Measurement Strategy Lead Ike Armstrong has the answers — and in our next episode of Open Haus, he'll explain how marketers should be structuring their Google accounts as new AI-powered tools emerge and consumer search behavior evolves. Episode out later this week. Subscribe to Open Haus here: http://bit.ly/4psRRnQ

What can you test now to set yourself up for success in Q4? "One recurring theme of my time in the digital space is that success in Black Friday Cyber Monday —and in Q4 in general — means an effective combination of engaging brand marketing and efficient performance marketing," says Haus Measurement Strategy Lead Stephen Barston. That means your marketing program needs to be set up to: 1) capture demand from users who are already in the market, and 2) generate demand, teaching prospects why your brand matters and why you're different from the competition. If you're planning to move up the funnel with your media to help drive that growth, let's go ahead and tie an incrementality test to that. Here’s why: ✅ It's low risk. You were already planning on putting those dollars in the market. Now you can also get a read on the incremental efficiency of that media. ♻️ The learnings are transferable to future promo periods (e.g. Black Friday/Cyber Monday for next year). 🌿 It's flexible. You can test entirely new campaign objectives on Meta like video view or traffic. Or you can branch into true reach channels like CTV or OTT. Or test a combination of upper-funnel and lower-funnel on a specific channel to see how they work in tandem. The bottom line: Thoughtfully design the experiment in a way that directly addresses the exact questions or ideas swirling around your org — the ones that you're hearing week in week out in your meetings. As always, Haus is here to help.

Today's tactic: Using Haus to validate creative strategy 🎨 Measurement Strategist Hoon H. has helped brands do just that — and he's found that forward-thinking teams have these three things in common. 1️⃣ They leverage *multiple* differentiated messages. Brands are modulating their content to get a more diverse array of messages out there. They develop multiple differentiated creative concepts, break them into parts, then remix them. For instance, maybe a voiceover from one ad can power visuals from another. Then you can test to find the interplay of assets that works for the most buyers. The attached image shows how these multiple winning concepts can compound growth. 2️⃣ They're platform-native. This isn’t a hot take. Seeing content that's at odds with what you usually see on a platform is distracting (in a bad way). It’s why you can’t necessarily launch your UGC onto YouTube and CTV and expect it to scale with you. Plus, audiences on platforms can vary a lot. Snapchat's user base is way younger than Facebook's — so you can’t expect comparable performance for the same asset across different platforms. 3️⃣ They test to unearth unexpected winners. And that starts by reserving some test budget for ad creative that actively challenges your preconceptions of what works. Don't be afraid to get granular. For instance, some brands are testing whether ads that market how you can also buy in select retail locations (e.g. Target) increase SKU velocity on retail and DTC. Haus tests and broader industry trends suggest there’s something to that hypothesis. After all, wholesalers selling your product can instill confidence. Plus, the idea of fast/easy fulfillment can pique interest, particularly in the CPG/beauty/fashion, where there’s an emotional urge to have something now. The answer as always? Test for yourself. A culture of high-velocity experimentation is the best way to discover these unexpected winners and land on the ideal media mix for your brand.

Incrementality is unique to your business. Our fourth Law of Incrementality is all about letting incrementality work for your specific business — and designing a specific experiment roadmap to match. "Every brand has different paths to conversion," says Haus Measurement Strategist Victoria Brandley. "Higher AOV products often have a longer path to purchase than a less expensive product." While lower AOV products may see all results come through immediately during the testing window, more expensive products may see a mixed outcome in the final result...but then observe all the impact from media in the PTW. "That's why we always take your business's path to conversion into account when designing a testing roadmap," says Victoria. "Brands with higher AOV products and longer paths to conversion should set up longer tests so we can capture that full customer journey in the test and post-treatment window." For an example, look no further than our recently-published Meta Report, which analyzed 640 incrementality tests run on the Haus platform. Some brands saw great results going heavy-up on Manual campaign setups while others saw strong performance from Advantage+. "Just because something works for one brand doesn't mean it'll work for yours," says Victoria. "Brands can’t rely on benchmarks or others’ tests. The only way you can truly learn is to test for yourself." Read our Laws of Incrementality at the link in the comments ⚖️