Andrew Marshall
477 posts


last few months we've released 18 of our internal google ads frameworks + checklists
i've compiled everything into a single resource for yous to steal
> the execution playbooks
> the checklists we follow
> the SOPs our team uses daily
the strategies that actually print money in 2025
comment "FRAMEWORKS" + like
sending to everyone
(follow so i can DM)

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In Miami for the TTS event and here’s what’s on my mind:
TikTok has the biggest upside for e-com brands right now. Their focus isn’t on driving traffic off-platform—it’s on building out TTS and keeping everything inside their own ecosystem, where they control both distribution and customer data.
That said, scale is still limited. Even the top brands on TTS are probably hitting $5–6M/month in GMV, while on Meta brands can reach 10x that.
BUT… TikTok is culture. The halo effect is undeniable. Even if a brand does $5M directly on TTS, chances are they’re pulling another $5–10M (or more) outside of TikTok because of the awareness and influence it creates.
China TTS does $50B GMV yearly with over 600 million users and 60% of that is driven by live videos. While US is just now starting.
So, I think in the next 5 years we will see the rise of TTS get even bigger. It is so new and so early. That's exactly the bad and good part about it.
Good part: so much opportunity to take advantage of and so much room for growth.
Bad part: scale is still limited at this time. Adaption takes time. and you will get much better ROI on your efforts if you just focused on Meta.
In my opinion, Meta is still the king, but once you crack TTS, the halo effect is addicting.
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@imakeBADads Are you ever actively reporting bad competitors for review manipulation?
We have a competitor who’s clearly farming for reviews.
- Review rate high compared to orders
- lots of reviews are VERY thourough & staged images
- most talk about customer service & his communication
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Advertorials are absolutely CRUSHING in the space....
In 2025, you can’t afford to ignore them.
We've often seen advertorials outperform landing pages by huge differences...
So, I made a swipe file compiling 30+ Advertorials you can (copy + paste) on your store.
Best part?
It's 100% editable figma file.
To get it, like + comment "Me", and I'll send it to you.

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Obvi did $40m in 2023.
Here’s their Meta ads secret:
Creative diversity is everything.
Obvi have made it clear that this had a huge impact on their success. It's crucial you do the same.
How to tell if you have a creative diversity problem?
Map out all of your ads:
- How many creative formats do you have?
- How many creative concepts?
- How many are organic vs polished?
- Do you use emotional and product benefits?
- Are you targeting different awareness levels?
Map it out on a simple Miro board.
This allows them to clearly identify missing gaps in their creative strategy.
The Summary:
- Find your gaps and make new ads
- This will allow you to hit different pockets of your audience
But, there’s only one way that Obvi achieved this:
- Creative Research.
And I’m giving away my internal 72 page research SOP for FREE
Comment ‘Research’
And I'll send it over.

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Andrew Marshall retweetledi
Andrew Marshall retweetledi

One of the biggest complaints I hear about TikTok Shop affiliate is that it's tough to know who to approve and who not to in order to get quality videos.
Too loose and you'll get a lot of crap quality vids with AI voiceovers or affiliates going live with your product for 20 seconds while they do something else.
Too strict and you'll never get the momentum to get off the ground.
Luckily @a_lexandthecity has been handling the sample approval process for us since last year and has cracked the code on who to approve to guarantee the highest ROI.
Sending a DM with the full guide to anyone who interacts with this tweet. Will prioritize those that are following me and @a_lexandthecity (not sure how many DM's we can send a day and followers will have the best deliverability instead of going into message requests).
Need a guide on something else for TTS? Let us know in the comments and we'll make one!




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@domhuri Nice whip G, wonder where you bought it? Thought you were in Monaco?
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Andrew Marshall retweetledi














