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The Wrap Up Newsletter | 🧠 Outthink Last Click Attribution

Plus: 📦 PMAX Budgeting for Gifting Brands—What Works?

Author

Rafe Houston
April 09, 2025 • Estimated Reading Time: 30 minutes

Welcome to The Wrap Up, your weekly newsletter for gifting eCommerce professionals.

Editor’s Pick 🌟

Curious to know the optimal way to allocate your Google Ads budget? Fospha’s latest analysis of top performers reveals key insights into balancing Performance Max (PMAX) and Paid Search:

🥇 How Top-Performers Do It: For the highest-performing 25% of brands, a strategic allocation of around 55% of total Google budget to Performance Max and 12% to Paid Search appears to be the sweet spot for driving results.

🏢 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.

Sector Spotlight 🎥

BRAND LOYALTY STRATEGIES

Corporate gifting in 2025 prioritizes personalization, sustainability, and experiential options, demonstrating its role as a vital tool in enhancing customer loyalty and retention. By offering tailored gifts based on customer data, businesses can strengthen client relationships with unique, eco-friendly, well-being-focused, and tech-driven gifts that reflect the brand's values. This trend is supported by statistics showing significant increases in client retention, sales, and ROI, underscoring gifts as a meaningful investment in customer engagement.

LUXURY CONFECTIONERY

Maeve Chocolate's Hoppy Easter Basket combines artisanal confectionery with a whimsical presentation, offering a premium alternative to conventional Easter candies, targeting gourmet chocolate enthusiasts. The Hoppy Easter Basket's unique branding and small-batch craftsmanship exemplify a shift towards luxurious, narrative-driven holiday gifting in the specialty chocolate market.

Babylist Hits 100 Million Gift Milestone: What It Tells Us About Modern Gifting Trends

Babylist, the leading digital platform for growing families, has officially surpassed 100 million gifts given through its platform. This milestone, along with the data behind it, provides unique insight into broader shifts in consumer behavior, e-commerce, and the evolving gifting economy. As Babylist celebrates its 14th anniversary, this achievement highlights the company's role in shaping modern gifting trends, offering unique insights into how people give, what they give, and why the nature of gifting itself is changing.

GIFT BASKET TRENDS

Forbes presents a curated selection of 23 standout gift baskets for 2025, each chosen to address the challenges of gifting with thoughtful assortments. These baskets, ranging from gourmet treats to cultural themes, provide varied options catering to diverse preferences and occasions like Easter and Mother's Day. Gift selections emphasize quality, presentation, and timely delivery, offering valuable insights for marketers on consumer trends and the importance of enhancing the customer gifting experience.

GIFTING PLATFORMS

Gifting platforms are crucial for marketing and sales teams, enhancing employee recognition and customer relations via targeted gifts like gift cards and entertainment experiences. These platforms offer functionality for gift fulfillment, tracking, analytics, and more, supporting comprehensive marketing strategies aimed at building company loyalty. By integrating advanced features and detailed analytics, gifting platforms provide actionable insights that align business objectives with effective gifting solutions to foster loyalty and increased customer engagement.

LUXURY CLIENT GIFTING

Business gifting is a key marketing strategy that enhances client relationships through creativity and personal attention. Personalized gifts like refined office essentials, stylish drinkware, tech enhancements, and leather accessories signal dedication to quality and individuality. The integration of practical tech items and eco-friendly products demonstrates a brand's commitment to sustainability, offering actionable insights for marketing professionals aiming to differentiate their brand and deepen client engagement.

Influencer Corner 📢'

We chatted with Amy J. Oelkers, TikTok’s GM, US Head of Commerce, about how the power of discovery on TikTok is driving commerce everywhere | TikTok for Business

📌 4 in 5 users are discovering brands through creators' recommendations.*

📌 After discovering something on TikTok (via a creator), 45% of users continued searching for more information on the platform.

📌 1 in 4 users search within the first 30 seconds of opening the app (internal user data).

In our Shoptalk 2025 wrap up with ClickZ.com, one thing was clear | Lee Arthur

This industry is operating in a new reality. From full-funnel AI to omnichannel orchestration, the conversations weren’t speculative,they were tactical.

Here are the biggest shifts we heard on the ground:

🔹 AI is everywhere
“AI isn’t a concept -it’s a capability,” summed up by voices across the floor. From text-to-buy to media measurement, brands are moving from testing to scaling.

🔹 Omnichannel is baseline
“Omnichannel isn’t a trend - it’s the new baseline,” said Sam Carter, CEO at Fospha. The new standard is unified journeys online and off.

Optimization Hub ⚙️

BUSINESS MEASUREMENT FRAMEWORK

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'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

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.

📲 Like what you’re seeing?

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ClickZ is a Contentive publication in the DTC eCommerce division