Fergal

@PhilKiel I don’t know why anyone advertises on audience network.

How to remove Audience Network from your ad account without editing each ad set individually 👇

@BryanBumgardner @mkobach I’d also assume sub $50k accounts have less expertise = worse media buying. Likely more % of spend in less incremental places. Likely fall into stock issues so spend can’t increase etc etc. I actually love working with brands sub 50 because it’s challenging and taking them 100+

🪦 Advertisers spending less than $50k a month got crushed in May. Comparing aggregate Northbeam data year-over-year, the "K-shaped Ecommerce Economy" is clear (thanks @mkobach). 🔻 Businesses spending <$50k a month on ads posted negative median revenue year over year. They're the only ones who didn't improve year over year. If you aren't spending enough, you simply can't keep up with this high-CAC, high-iteration-speed advertising environment that pervades ALL platforms. 💰 Compare that to the $500k-$1m DTC advertisers: they're still finding incremental gains year over year. Many advertisers in this slot are expanding to new channels and have the gas to do so. They can take big shots on experiments that pay off. It might be an exciting time to be a marketer, but that 0-1 grind is more savage than ever.

@oliverwhudson Personas

A few months ago, I sat across from Maxime, Meta's Creative Strategist for Disruptor brands. The man who works with the top 1% of brands on the platform. The person who sees the data we all guess at. I went in thinking I'd get validation. What I got was a moment that reframed everything. He said: "It's less about thinking what piece of content I'm putting out there. It's who am I building this for, and which motivation or barrier am I trying to tackle." That's it. That's the whole game. The right ads for the right person built around the right psychological trigger. The problem was that everything we'd built around that idea lived in fragments. A framework here. A podcast episode there. A case study buried in a client deck. Brands we worked with were getting pieces of the picture but never the full system. So we built one place that holds all of it. Everything on this board is what we're actively running right now across the 8 and 9-figure DTC brands we work with. The AI research stack we use to evidence personas. The brief architecture. The testing tiers. The optimisation rules we run in accounts every week. It's informed by our own data, our Meta partnership research, and that conversation with Maxim. If your CAC is rising but your creative volume is higher than ever, this is the system that fixes it. Retweet and comment "personas" on this post and I'll send it over

@JoshJDurham Founders + customers top 🔝

What are your first tests on paid social for launching a new brand? Here's my approach - Founder Ads -Static Images -Whitelisted Influencers - UGC Creators All first tested at our home page or PDP Find winning angles from creatives then build out landers on Replo thoughts?

@kamal_razzak £584k at a 14 MER? @kamal_razzak interested in speaking FYI for a few potential clients. I’m based in Notts and have UK and US clients

A women's fashion brand was getting an 8x ROAS and thought the account had hit its ceiling. We told them: the 8 is the problem. It means you're underinvesting. We scaled spend. ROAS compressed. Revenue went from $300k to $2M a month in 18 months. One founder ad generated $900k in revenue on its own. Total founder ad spend at 14 MER: $584k. A high ROAS at low spend isn't a sign you've maxed out the account. It's a sign the product converts and nobody is pushing it. The 8x wasn't a result. It was proof the machine worked and the engine was idling. What does your current ROAS tell you about whether you're underinvesting or just comfortable?

@JasonJh1319 @brad_ploch +1 for 7DC1DE. Have always run it and when incremental attribution came out I find it aligns very closely with it. Have t found incremental attribution to have as good as performance as my originals

@brad_ploch I'd keep 7DC1DE and not go fully into IA.

update 4: been looking more at incremental attribution since this account has been running on 1DC for probably 2 years now, exclusively. so dug into how 1DC compares to IA year to date...about 20% different. but since end of march, the gap in those has widened dramatically, which was before we launched IA or the holdout test. not sure what to make of this yet lol. anyone have opinions?

@andrewjfaris @zachmstuck Anything to do with Mother’s Day? What’s the category?

@zachmstuck 2nd highest revenue day ever. Weekends are always bigger with manual bids, so not surprising that it's not as high as Sunday. But performance is holding at the level it was at before.

Rebuilt an ad account on Friday. Saturday: 3rd highest revenue day ever. Sunday: Highest revenue day ever. Moved from: - Creative Testing campaigns - Bunch of auto-bidding - No value optimization To: - 100% manual bids - Ad sets separated by economic unit/product category with bids relative to AOVs - No separate creative testing Exact same creative. "Media buying is dead" is one of the biggest myths in ecommerce.

@HireFireTeam The difference in this case is that Alex creates so much content it’s easy to create a high volume of high value content. This is 250 clips of Alex when he talks about the ad volume

If you make 1,500 ads a week, you become really good at... making 1,500 ads per week. This super valuable if your job is to... make 1,500 ads per week. But that's probably NOT your job, (unless you sell ads) so you need to be careful about building muscle mass in the wrong areas. A body builders job is to LOOK strong, not BE strong. Which is what is happening here 👀

@ChereneAubert You still have to define your new customers by setting exclusions, it’s not defined by meta

Doesn’t this once and for all end the debate that “cost caps don’t prioritize existing customers”? Cuz clearly “low cost = not new” as defined by meta here

@CJSlattery @PhilKiel @TaikunDigital Have we got to the point where we’re now removing spend from the data to make a CPMr point? This is getting a bit ridiculous now 😂

The ad with a 3.61x ROAS in one of our GLP-1 accounts reached 29,000 people while the ad with a 0.53x reached 1.34 million, and attribution ranked the second one last. @PhilKiel, @TaikunDigital 's Director of Paid Social, pulled ad-level data from five accounts across five different verticals last week. GLP-1 telehealth, menswear, women's performance wear, nutrition tech, and automotive. In every single account, the highest ROAS ads reached fewer people than the lowest ROAS ads. Zero exceptions. - GLP-1: high ROAS ads reached 33% fewer people - Menswear: 6% fewer - Women's Performance Wear: 36% fewer - Nutrition Tech: 34% fewer - Automotive: 28% fewer This happens because high ROAS ads tend to have high CPMr, meaning the algorithm is serving them to a small warm audience repeatedly and claiming credit for conversions that were already in motion. The ads doing the real acquisition work (reaching new people at scale), look terrible on paper because attribution almost always rewards the harvest and almost never rewards the planting. If you want to check your own account, it takes about 10 minutes: 1. Sort your top 10 ads by spend 2. Add CPMr and Reach columns 3. Look at your top 3 ads by ROAS, then look at your top 3 by Reach 4. If those are different ads, you have the pattern The question from there is how severe it is and whether it's getting worse over time. If they're the same ads, your account is doing something right. Keep watching CPMr week over week to make sure it stays that way. By the way, if you want an expert team to take a look at your ad account, click here and we'll get on it for you: calendly.com/collin-taikund…

@ashvinmelwani Had it for a little while. Watch out duplicating ad sets, it doesn’t dupe this and I have to adjust it every time. When I go into the ad set it’s often turned blank as well

Just got this in our account. Who's tested this? Any thoughts? What should I know?

@pspfrench The Creative Act by Rick Rubin

If you could send one book to every person who wanted to become a copywriter, what would it be? Not the obvious answer. The one you would send to yourself back at the start.

@jordanhaswings 💯 the last thing you’ll wish towards the end of your life is to have spent more years with your children. Quite sad how having kids much later is being normalised so you can live your “best life” first

whenever somebody asks me "what would you have done differently?" people are surprised when the answer is I would've gotten married and had kids earlier. it's really the best part of life. there's a whole different version of you (that is way better) when you live life prioritizing someone else unconditionally. if you want to be depressed, live life for yourself and indulge every desire. if you want a fulfilling life, lay your life down for your wife & children. you'll only know i'm right once you live it.

@benradack Turning off the good ads is bad advice. Keep the winners on, dupe the ad set without the winners with a new min spend. I think you have it backwards here why would you turn off a winner?

You can run a 30 ad test in a single ad set if you do it right. Drop all 30 ads into one ad set. Highest volume optimization. Budget set at a minimum of 4x your average CPA. Here's how it plays out: → Meta picks 1-2 favorites within the first few days → Duplicate those into your scaling campaign → Turn off the favorites inside the testing ad set → Meta now has to look at the rest of the pile and pick new ones You repeat that loop until nothing's worth keeping. This works when you don't have the budget to run 10 separate ad sets but you still want creative volume going through the account. Fast way to find winners when clean structured testing isn't an option. The tradeoff is real. Meta will skip over some potential winners because it locks onto its favorites early. You won't learn why anything won. Just that it did. But when you need winners and you don't have time, this gets you there. Slow grind, but it works.

@Cody_Wittick The Advantage, Patrick Lencioni

Best book on management?

@johnhickey1970 @casglb @casglb that retainer and spend % for Google is crazy. I work with a handful of brands and I charge $3500/m and spend 400k on meta. % spend is robbery IMO I’d rather tha be pumped back into creative or ad spend and have long term partnerships

@FergalFDG @casglb

Paying a Google Ads agency $6k/month + 10% of spend. 3 months in. ROAS 2.4. Other founders are telling me I’m getting cooked. Need real DTC operators to weigh in 👇 We hired an agency 3 months ago. The deal: $6k/month retainer until we hit $60k in spend, then 10% of ad spend after that. Month 1 and 2 came in under our target ROAS of 2.5 Month 3 we hit 2.44 and NCR 1.88 on $23,453 spend, but we’re still paying the full $6k retainer. Other DTC founders are telling me two things: First, we should be hitting ROAS 3 to 4 minimum. Second, brand search needs to be excluded from the reporting, because right now the agency is showing a lifetime ROAS that includes brand traffic and makes the numbers look better than they are. So I’m stuck between three options: Cut them, keep going and wait, or bring it fully in-house. What would you actually do? Wich good known Google expert tell’s me the truth. Appreciated.

@johnhickey1970 @casglb Spending $400k/m on meta and $0 google. Menswear fashion

this is a good question. My wife and I launched a new brand last year in March. I haven’t even opened a Google Ads account for it and I don’t plan to for a long time. We hit 110, million in lifetime sales for her first brand a week or two back. I think new brands should focus on one channel really upskill and focus themselves on that single channel. I’m gonna guess you’re selling men’s clothing, so that’s not my market I sell women’s apparel. For us Google is not the channel to focus on. But it could be different for men’s. Certainly there are brand scaling only on Google but whether that’s the most efficient channel or not you need to decide that yourself.

@kamal_razzak @johnhickey1970 This is an awesome convo. @johnhickey1970 reminds me a lot of @wguidara with his approach to business

I hoped on a pod w/ @johnhickey1970 and we broke down how to scale DTC fashion brands This is a masterclass for anyone scaling a fashion brand RN Literally 30+ years and over 1B in sales experience here - Covering both retail and DTC - Some hot takes (You don't need a creative strategist?) -And the secret channel Johnny is planning on spending most of his budget this year on Don't miss this Link below>>>

@kamal_razzak Yes please 🙏🏻

My UGC/AFF/CREATOR/INFLUENCER/SEEDING tool is ready for beta testers HMU in DMs or reply below and I'll send a loom showing you how it works If you wanna 100x your capacity, reduce costs by 90% - this is the tool all the other tools on the market do not compare