Creative & Offers
Should you advertise your best seller or highest-margin product?
The best seller has proven demand. The highest-margin product gives you more room to buy customers. Sometimes the same product is both; often it is not.
Best sellers reduce demand risk
They usually have stronger reviews, conversion history and customer recognition. Meta and Google can learn from more purchase signals.
High-margin products create acquisition room
A slower-selling item with twice the contribution per order may support a higher CPA and produce more profit even at lower ROAS. The ceiling this sets is covered in more depth in how to calculate your maximum profitable CPA.
Consider customer value
A low-margin entry product may acquire customers who later buy high-margin refills. A high-margin one-off product may have little repeat value.
Test product role
Classify products as:
- Acquisition
- Profit
- Retention
- Bundle/add-on
- Strategic launch
Then allocate marketing with the role in mind rather than asking one product to maximize every metric.
Put margin into your campaign priorities
If your ad platforms naturally push best sellers but you are unsure whether they are the most profitable products to scale, contact us. We can incorporate margin into campaign priorities.