ToriiRowe

Just had a 90-minute training yesterday with our entire team going over this. Such a big unlock.

@growthzacks @brad_ploch Frequency is the average of the account below a two on a seven-day period. Percent of ad account budget is probably 10 to 20%.

@ToriiRowe @brad_ploch Interesting. What % of the account budget does this campaign get? How does frequency compare to the account average?

We have a creative that got written off as a loser. Threw it into a second chance structure running parallel to our main scale campaign. ABO. $25 budget. One ad set per creative. 75+ creatives all getting the same shot. It came back with a 5% CVR and a $15 CPA. The ad Meta was spending through in the scale campaign instead? $50 CPA. The original creative was never bad. Meta buried it the first time because it could not absorb enough volume to fit the delivery model. Meta does not optimize for your lowest CPA. It optimizes for the lowest CPA it can push the most spend through. A creative that converts but tops out at low volume gets deprioritized every time regardless of efficiency. At $25 per ad that bias disappears. Meta has no volume target so it cannot play favorites. You get a clean read on what actually converts and creatives that got killed for the wrong reason get a real audition. Here is what this structure is actually doing in one parallel campaign. It is resurrecting creatives Meta already wrote off. It is producing 40+ ads each driving purchases simultaneously instead of one hero creative carrying everything. And it is giving the account creative diversity that a scale campaign structurally cannot produce because Meta will always consolidate spend to the path of least resistance. Your scale campaign is efficient. It is also narrowing your creative pool every single day it runs. This structure runs in the opposite direction on purpose. Two campaigns. Two different jobs. One finds the floor. One finds everything else. Iterate on the losers that show a chance at success to see if you can find a new winner which can do both. Absorb the spend and capture the lower CPA instead of immediately writing this off. Give it a shot and let me know what you think. Showing solid performance thus far.

Not 1 is a view through purchase and 88% is new audience (Defined as never being to the site) and not engaged. Your argument is holding up here. I think making any assumptions on how a campaign performs in another ad account is your first step into not letting the data tell the story. This is like saying Bid Cap is always retargeting users.

Not really, it's pretty well known that both weak ads and low spend campaigns: - ignore exclusions - have weak reach - have high overlap with the rest of the ad account Which is why all of the platform metrics look strong on these campaigns. Another sign is the gap between 7DC and 7DC1DV. It's always way larger on loser campaigns which is another indicator it's more inner funnel than your scaled campaigns.

@growthzacks @brad_ploch You are making an assumption with no data about how another account is going to react based on your previous experience and the previous ads which you put into a completely different environment.

@ToriiRowe @brad_ploch But how useful is this collected data if it's essentially a retargeting campaign? Your hooks, holds, ctrs, ROAS, everything is going to be inflated.

@growthzacks @brad_ploch Not one thing says this is a retargeting campaign.

Because you are getting a data on which ones we should iterate on to try to improve. If we are launching 300+ creatives a month we can not iterate on everything so this is... 1. Picking up sales and stable 2. Giving us signal on what creatives show potential These are tested creatives which win in testing, get graduated and do not perform in main scale.

@ToriiRowe @brad_ploch If you're going to make iterations and the originals didn't work, why keep them running if you're going to launch new ads from scratch?

These are creatives which look good in initial testing, graduated into main scale (usually ASC), and have a high spend with a continued high CPA which could not be justified or no spend is usual culprit. Not forcing into it but not getting desired results after showing promise in testing.

I hear you! But was it a loser because high spend was forced into it? Versus leaving it in the ad set/campaign with the winners and letting meta allocate spend. I’m just not sure the new ad set for “losers” provides any functional benefit over just leaving it and not forcing spend.

Massive. We are not scaling them but they are picking up low volume orders which we will iterate on and see if we can unlock scale on the next test. I am just saying testing 100 creatives with a 5% or 10% hit rate it is hard to believe 90+ of those creatives do not have a place for some where in the funnel. They may just not have a place in the funnel at high volume.

@ToriiRowe what's the difference in spend volume?

@growthzacks @brad_ploch Goal is not to scale here. Like I said look at what has potential, give the opportunity to pick up low volume sales and iterate to try to allow them to scale on the next go.

Huge factor here. I've run loser campaigns too on low spend and they always have higher frequency and lower % new visits. Basically they're retargeting campaigns which is why they always make it look like meta made a mistake when you look at platform ROAS. Try to scale the loser campaigns and they always tank immediately.

@MenachemAni Exactly, you have to enjoy who you work with and trust them. You obviously have to know what you are doing, but 90% of this job is relationships.

@ToriiRowe This is so true! I truly believe that while the work we do and the performance we see is important, nothing comes before building real relationships with people. x.com/MenachemAni/st…

Most agencies lose clients because of performance. That's not actually true. They lose clients because of how they handle bad performance. Every agency has down months. Meta throws a curveball. Creative gets stale. A product has seasonality nobody planned for. The numbers go sideways. That part is inevitable. What separates agencies that keep clients for years from agencies that churn every 90 days is what happens next. When performance is down at DREAMLABS we don't send a report and wait for questions. We're already on the phone. Already building the next test. Already going outside whatever the original scope said we were supposed to do. Because the scope doesn't matter when your client is stressed about their business. That's the part nobody talks about when they pitch a new client. Everyone sells their creative process or their media buying framework. Nobody talks about what they actually do when things aren't working. I tell every person we bring onto our team the same thing. This job is 50% communication. Not media buying. Not creative. Communication. Because you can be the best media buyer in the world and still lose every client you have if they feel like they're in the dark. Founders are not just buying performance. They're buying confidence that someone is on top of their business. That when something goes wrong, someone is already working on it before they even have to ask. That's what they're actually paying for. The technical skills get you in the door. The relationship keeps you there. Most agencies have it backwards.

@herrmanndigital Haven’t had a breadstick in years.

WE ALL JUST NEED TO CHILL OUT AND GO TO OLIVE GARDEN.

@jforjacob @beingecom lol yes I have and exited. SMS is not required at all but definitely can pick up some incremental revenue. No it’s not going to change your business dramatically but can definitely pick up an additional 10k on send days

@beingecom Do you own an 8 figure brand?

I beg to differ, having multiple touchpoint is must If someone does not open email , sending sms you get additional touchpoint and the open rate are so good with decent clickrate they get back in funnel so abandoned site email activate again thats how the loop goes

@iamkevinkrieg GetTheLab.Ai - 5 weeks

Can somebody vibecode a triplewhale clone already? Way too expensive at scale

@TheEcomNomad @bprintco Daily***

Lol yeah ok you're going to be sMarTer than AGI i'm sure. Tell me you don't understand AI without telling me you don't understand AI. Maybe your ego just doesn't want to admit it. I also never thought enterprises would accept OpenClaw and now there's NemoClaw... things change. I'll bookmark this for later.

I'm gonna ruffle some feathers here, so prepare for a dumpster fire of comments... Digital marketing agencies, in their current form, are essentially pointless now. People that charge $3k to $5k a month to manage your website, paid ad campaigns, social media, Google Profile, SEO, and all that crap have become commoditized. X is busting at the seams with these people selling these services, which is why this post is going to get a lot of people fired up. Your knowledge and expertise you've spent years refining is no longer special, unique, or valuable. When I can train an AI by just dumping links to YouTube channels, guides, and posts for the top expert in every one of these specialties and then give it API access to execute all the top strategies for me and my business, then wtf do I need you for? What does any business owner need you for? Truth is... most small business owners hire these agencies and never get results, or only hear from them when their monthly bill is due. They automate crap metric emails that mean nothing and have done nothing to improve anything for their customers. So the small business owner gets frustrated and just moves on to the next company to do the same thing to them. Meanwhile, the agency business model only succeeds in focusing on constant new signups rather than fostering success for their current clients. Gotta ramp up that MRR amirite?! Nah... their days are numbered. A newer, more affordable, and better model is coming to eat their lunch and provide real and consistent value to clients at a fraction of the cost. Some of you guys have figured it out, most haven't. I've been on both sides of this. I've been on the agency side and built thousands of websites, managed online marketing for hundreds of companies, and helped generate many millions of dollars for them. But I've also been on the small business owner side fielding relentless phone calls after being scraped into their prospect lists and watching my small business owner peers consistently get bad results with them and feel like they've been robbed. Nobody ever takes the side of the small business owner because they are by far the minority, especially on X. Agency owners seem to utilize AI tools all day, but in the same breath say they're irreplaceable. Nah dude... you're first on the list.

Lmao Aaron my man. The depths of AI I use on a delay basis are much higher than the average person and I have two AI engineers which we have on our team because we are using it in our business so much. If it was possible for us to automate it we would but it is not there. Will not be there and will never be there due to the outside nuances which occur in business and in human emotions which is what marketing is. Bookmark away. See ya in 2 years.

@TheEcomNomad @bprintco Let me repeat... NEVER.

@ToriiRowe @bprintco Never say never haha. You're thinking mentality of todays AI not AGI or intelligent agents

@baradelhadrien A fantastic history.

@ToriiRowe The rest is history, right? :)

I was a police officer in Phoenix, Arizona making $58k a year. In 2017 I started a jewelry brand called MANSSION while still on the force. My last year on the job I was working both. Pulling shifts, then coming home and learning trademarks, design, sourcing, how jewelry even gets made. Nobody taught me any of it. I just figured it out because I had to. With a little help from Youtube University. When I decided to go all in I moved to Denver with my best friend. I had almost nothing in my account. No degree. Barely graduated high school. No fallback plan. MANSSION was the fallback plan. To keep the lights on I was out selling credit card processing to businesses during the day. Door to door, business to business, whatever it took to put money on the table while I was building MANSSION at night. It wasn't glamorous. It was just the job that let me keep going. We couldn't afford a media buyer so I became one. Learned paid media by running it for our own brand and figuring out what worked. Then I realized if I'm doing this for MANSSION I might as well pick up side clients. Started cold pitching people on Indeed who were hiring for paid media roles. My pitch was simple. I told them I'd do it for 50% of whatever salary they had listed, but I needed to work remote. This was before remote work was normalized. Some of them said yes. Those side clients changed everything. Between all of them I was managing hundreds of thousands of dollars a month in ad spend. Hands on keyboard, every day, across multiple accounts and industries. That's how you actually learn paid media. Not courses. Not certifications. Repetitions with real money. Then I found a listing on Indeed for a lead gen company out of Paris looking to open their first North American office in Boston. I applied, got the role, and became their Head of North America Paid Media. I was running ads for ADT, Clover, Sun Run, universities, large national spenders with real budgets. That's where I learned what scale actually looks like. MANSSION kept growing through all of it. We hit $24M in revenue and I ended up exiting. The day I exited I called Blake, who had been doing our creative for MANSSION. He already owned DREAMLABS, running it as a creative agency. I told him I was thinking about getting into the agency world and wanted his feedback. He said "I've been waiting for this call." I came in as his partner and brought the paid media side with me. What had been a creative agency became a full creative and paid media agency overnight. We scaled DREAMLABS to multiple seven figures in under two years. Still have 3 of our first 4 clients. Now we manage 8 and 9 figure brands. $1B+ in ad spend behind us throughout our careers. Clients like Pepsi, Gymreapers, and SkyLrk. The whole thing started because a cop in Phoenix couldn't afford to hire a media buyer. I didn't have a network. I didn't have capital. I didn't have a degree or anyone showing me the way. I just kept finding the next problem to solve and refused to stop. Most people wait until conditions are perfect. I didn't have that option. Maybe that was the advantage and what keeps the grind alive to this day.

@dtcprophet @DTCMidas Oh shit keep it bid cap as well? Most my scale is on caps but testing is not.

@ToriiRowe @DTCMidas I'm on all caps so mins don't work for me, defer to Midas here

Moved our ad account over to a single CBO campaign and testing new ad sets with min/max 20-30 ads per ad set Performance and spend up so far and getting more/better spend distribution across ads It is much easier to manage than having an separate ABO testing campaign and a scale campaign. And Meta is obviously a better budget allocator than I am I found trying to scale between ABO and the separate scale campaign inefficient, how do I better than Meta where to add the next $500/day in budget? The more I adjust our ad account to be best built for meta's delivery models the better it does Will report back in a week or two on performance