Baby Boom Newsletter | 🧠 Outthink Last Click Attribution

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Editor’s Pick 🌟

Data Dive🤿: How Much Should You Be Spending on PMAX

🏢 Size Matters: Note, this optimal allocation does vary slightly between different brand sizes. Top-performing small brands were found to have a 52% PMAX / 15% Paid Search split, while top-performing large brands allocated more to PMAX, with a 59% PMAX / 9% Paid Search split.

Why? Consumer goods adopt search-heavy strategies because their products often address specific functional needs that consumers actively search to solve. Fashion brands, by contrast, primarily sell products through visual storytelling and emotional appeal, better suited to other Google ads formats including PMAX.

Unlock the full potential of your Google Ads budget! Fospha’s new Performance Max and Paid Search Playbook is your guide to cultivating cross-channel synergies, reducing wasted ad spend, and maximizing blended performance.

➡️ Download your copy now!

Sector Spotlight 🎥

FASHION PHOTOGRAPHY

Pooja Banerjee Radiates Elegance in Glamorous Maternity Photoshoot Looks

Pooja Banerjee’s maternity photoshoot captures the intersection of fashion, elegance, and motherhood, offering a visual testament to the growing trend of personalized maternity branding. Each outfit, from semi-sheer gowns to traditional Anarkali dresses, reinforces her dual identity as both a soon-to-be mother and a style icon. This showcases opportunities for marketers in the maternity fashion industry, emphasizing the potential for developing maternity wear that combines contemporary design with cultural elements, appealing to a broad audience.

BEAUTY MARKET TRENDS

Pregnancy Skin Changes Highlight Importance of Evidence-Based Care and Safe Practices

The research highlights the significant knowledge gap in pregnancy-related skin changes, with social media exacerbating unrealistic expectations. Many women, even those in medical fields, lack satisfaction with treatments, underscoring the need for evidence-based guidance and reliable skincare practices from healthcare providers. Understanding these dynamics offers marketers insights into influencing positive skincare narratives for pregnant and postpartum women.

NEURODEVELOPMENTAL HEALTH

Phthalate Exposure Study Highlights Key Messaging Opportunity for Maternity Brands

A new study reveals that prenatal exposure to phthalates—found in common plastics and personal care products—can disrupt infant metabolomes and impact neurodevelopment, with particularly heightened risks for African American populations. These findings spotlight growing consumer awareness around ingredient safety and environmental toxins during pregnancy.

For maternity-focused eCommerce marketers, this presents a strategic opportunity: aligning product development and messaging with health-conscious values. Emphasizing non-toxic, phthalate-free formulations, transparent sourcing, and inclusive health advocacy can enhance brand trust and resonate with expecting parents actively seeking safer, science-backed products during the prenatal journey.

FASHION STYLING

Vogue’s Third Trimester Fashion Tips Unlock New Avenues for Maternity Brand Engagement

Vogue’s Addressed column reframes third-trimester dressing by spotlighting versatile, trend-aligned pieces that extend beyond conventional maternity fashion. For marketers in the maternity industry, this shift reflects a growing consumer demand for elevated, transitional wardrobes that prioritize style without compromising comfort. As fashion-conscious mothers look to invest in pieces that work pre- and post-baby, maternity brands have an opportunity to position themselves as lifestyle partners—not just pregnancy essentials. The article underscores a broader trend: consumers are seeking timeless, multifunctional garments, and brands that offer this adaptability can capture long-term loyalty across life stages.

Influencer Corner 📣

Optimization Hub ⚙️

BUSINESS MEASUREMENT FRAMEWORK

Crafting Unified Measurement Frameworks for Enhanced Business Insights and Success

Breaking organizational silos is essential for building effective measurement frameworks, ensuring data-driven insights drive marketing success. By involving all stakeholders and focusing on real-world applications, businesses can align metrics with strategic objectives. Tailored frameworks improve communication and performance across departments, essential for today's competitive landscape.

SOCIAL MEDIA MARKETING

Instagram Unveils Monthly Recap For Enhanced Content Performance Insights

Instagram's new monthly recap feature provides creators with valuable insights into their content performance, including total views, follower engagement, and specific audience activity times. This feature aids marketers by offering actionable tips to enhance content strategy based on the unique behaviors of their audiences, fostering a more tailored approach to growth and engagement.

ECOMMERCE OPTIMIZATION

Optimize Google Ads Bidding for Enhanced Ecommerce Profits and Success

Adjusting the Google Ads bid strategy, specifically the Target ROAS, can enhance Shopping Ads revenue without reducing profitability for eCommerce businesses. Use Impression Share and Search Lost IS metrics to identify and rectify revenue loss. Gradual budget and ROAS adjustments ensure consistent performance improvement.

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