Peter
@Peter_Quadrel
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Scaling premium & luxury brand's net profit at the intersection of psychology & finance.
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Joined September 2022
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Pinned Tweet
The most accurate forecasters in ecom.
98% accuracy for meta ROAS this month.
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Media buyers getting ready to scale ads based on CTR, hook rate & ROAS
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@oliver__b1
Have a buddy at Apple who literally works 8 hours a week and clocks overtime 250K+ plus stock.
So chill doesn't even have a degree
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D2C Themes by Year
2020: COVID
2021: iOS 14
2022: TikTok
2023: UGC/AI
2024: Financial Metrics
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Ads in 2023 be like
1. 1 Broad & 1 stacked interest
2. 5 UGC style creatives & 3 product catalogs 3 statics
3. 3-line copy with a weird headline and 3 benefits + emojis
A/B test landing pages and offers in ads headlines.
Done 🤝
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How we forecast returning customer revenue with 95% accuracy each month.
And make an extra $100K/m with it ⬇️
Comment "95" to get a copy of the tool...
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The key bidding strategy that enabled us to generate $100K in rev in 30 days on TikTok for a premium ecom brand…
Cost Cap Walkdowns
Thread>>>
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@oliver__b1
Love to see those transaction notifs 4 times a month...
Monthly only.
It should align with the school year, semesters or quarters, users should literally enter how long their class is and that determines subscription length from day 1 sign up.
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@FanEzTV
@bryan_johnson
Because there are more bio compatible options like nano hydroxyapatite which is what your teeth are made of (hydroxyapatite) this physically fills in micro fisures in the enamel.
Fluoride exists nowhere in the body naturally hydroxyapatite does.
ADA lobbys for fluoride…
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A reminder that Meta Cost Caps & Google ROAS goals force your ads to show to the bottom of the funnel.
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You don’t work remotely until you rip Starlink at 8000ft in Banff
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Premium & luxury brands, listen up 📣
Magazine Vogue style ads are crushing.
Low-production content is all well 'n good, but traditional UGC is played.
Creators with high production capabilities offer the most value now.
People who buy nice things are clicking on nicer ads.…
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Honestly
Static ad creatives are a way better investment than UGC for a lot of verticals.
A fraction of the cost to produce and the speed of testing is 3X.
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A Meta Marketing Pro just recommended we test audiences.
Fascinating.
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Ad creative templates are a scam.
Because the message (what you say) is what gets you results.
Not the format, aesthetic, or layout.
If you know what to say can they speed up the process?
Yes.
Will your ads also now look like everyone else's?
Yes.
Creative is defined as:…
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2016: We’ll run your Facebook ads, sorry creative not included
2023: We’ll run all your ads, do the creative, make your sms and emails, create new landing pages and offers, and if we don’t 5X your revenue we’ll refund you.
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E-commerce agencies are in the final stage.
Stage 5, where all the claims and mechanisms have been sold to oblivion.
Everyone has great case studies, everyone has testimonials, and everyone has a unique system.
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If your marketing team isn't talking about marginal net contribution margin per sku, they are a financial hazard and business liability.
Until you can connect the dots from creative to net profit, you're doing billboard ads.
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@iiiitsandrea
People who reallly eat cereal want it to be tasty
Healthy people just don’t eat cereal or very small portions of normal cereal
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True story:
We removed a 10% off new customer offer from a premium brand's site.
Guess what happened to new customer conversion rate?
It didn't change.
Guess what happened to margins?
They went up.
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Ads not working is often more of a business issue than an ads issue.
To this day the best ad accounts I've seen had great results from day 1 and it was never that difficult to scale them up.
The ones that struggled from the start had to fix a lot of backend stuff to get…
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@matthucius
It’s good right now but the platform is getting way too saturated with offerings, really can’t see it long term being as effective as it is now
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@zachmstuck
CPC in itself is worthless
CPCs relationship to conversion rate is pricelsss
I’m not scared if I see a higher than normal CPC but if the CR does not increase relatively we have a problem.
It’s also just a function of CPM and CTR so it’s usually just better to look at the…
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Drink 100 cans of Pepsi in 10 minutes and win a LIFETIME supply!
+ 3 Out-of-box offers that make your brand go viral 🧵
In 2 minutes or less...
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Morocco, 30 days after the earthquake:
Some ruined buildings, but the city is alive with people, music, and hope.
In life and business, when tragedy strikes, we have two choices: secede or rebuild.
The greatest things are often rebuilt many times.
Amazing to see it in action.
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@loganbartlett
Studies have recently concluded that by wearning an adult fecal collector, you actually gain about 15% more conscious computing capacity to leverage on more productive tasks than finding a restroom.
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You're not selling lipstick you're selling confidence 💄
You're not selling a watch you're selling status ⌚
You're not selling eco-friendly TP... actually yes you are 🧻
Some products are truly utilitarian, don't overthink it
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The four ad account levers:
1. Forecasting
2. Offers
3. Creative Angles
4. Cost Structures
All else is secondary
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@eric_seufert
tldr; you have to test ads to know what works in realtime.
Advanced statistical modeling does not work.
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Instead of bundles or upsells to increase AOV, I think a better approach is just to release new and more slightly expensive products.
The way legacy brands did it.
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The Top 3 TikTok Holiday Hooks
1. If you still need a gift for the X in your life, I found it for you...
2. If your holiday budget is under X, here is the perfect gift...
3. Last-minute gift ideas that will still arrive on time...
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Premium & luxury brands need to niche themselves to get traction.
The easiest way?
Framing the product to be made for a very specific Target.
These are three real examples of brands doing this:
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Your highest LTV customers pay full price and just buy from the site to get your product—no other reason.
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Some of the most popular ads on X
Are the worst performers
I’ve seen behind the curtain
If a marketer likes it performance is probably mid at best
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Real luxury brands don’t have reviews on their site.
Why…if every CRO guru says it helps?
The product WoM is too strong and it positions the brand to be above anyone’s opinion.
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6 Figure brands run ads with this week in mind
7 Figure brands run ads with this month in mind
8 Figure brands run ads with this year in mind
9 figure brands run ads with this decade in mind
You're small because your optimizing for TODAY.
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There's two kinds of brands...
High first order low 1Y LTV growth
Low first order higher 1Y LTV growth
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Discounts, BOGOs, and bundles are not contribution margin friendly.
Most marketing promotions intended to help the brand...actually hurt it.
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*Posts random ad creative to X*
...
“tHiS WoUlD cRuSh”
“hEAdliNe cAlLs oUt cUstOmER”
“coloRs VeRY nICE”
“bIG hEUriStiC hERe…I LiKE”
“cAlL tO ACTioN, sO coNvinCInG”
“8/10”
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Cost cap walkdowns are still the best way to scale TikTok ads.
Start at 2-3X desired ROAS target.
Walkdown .25-.5 increments every few days.
Until you are at the target.
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Cost caps burn your MOF/BOF/RC when they are too aggressive and contain no exclusions.
Only your warmest customers will convert for that price.
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Every Ecom store needs a post purchase survey for attribution.
Not having one is great way to allocate budget to the wrong channel.
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Most ad creatives have too many unique selling propositions.
Our monkey brains can't handle it all at once.
>Eco-friendly, USA-made, 30-day money-back, etc.
Focus on the top 3 truly unique features/benefits that your market cares the most about.
Focus=impact=sales
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@zachmstuck
Still crazy to see brands running interest stacks and view content retargeting though
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This stupid simple TikTok Shop calculator has made brands *hundreds of thousands* in the last few months.
Get our free TikTok Shop Affiliate Calculator ⬇️
✅ Shows your true profitability on TikTok Shop
✅ Compares marginal cost to Meta ads
✅ Breaks down your exact cash…
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The best kind of UGC is when you send free stuff to returning customers...
1.) They're cheap
2.) They happen to be in your target market
4.) They get all the paint points already
5.) And they're passionate
No scripting required.
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If you're running ads for a premium or luxury brand stop looking at results daily.
Decisions are rarely made in 24 or even 120 hours.
A more accurate measure of your revenue today is looking at what ads you were running last month, 30 days ago.
Look at your 1st touch point to…
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The best-performing UGC is always made by a customer.
Scripts—no matter how much research and ChatGPT voodoo, will fall short to the micro nuances a true user of your product projects in their tone, body language and word choice.
Invest in customer-produced marketing assets.
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Every brand in 2024 needs a performance based affiliate network built out on TikTok and Meta.
Its so easy now to setup.
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Most young brands can get away with 1 campaign on Google until $100K/m:
PMax:
-New customers only
-Branded exclusion
-ROAS goal
-No assets
It lifts.
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Q1 2024 Ecommerce Macroeconomic Analysis...
⏳3 min read
Get access ⤵️
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They have a higher conversion rate than you
CRO is negligible even for 10 figure brands
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Hot take 🔥
A high CPM is better for a brands profit on average than a low CPM
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From an ad perspective, high frequency creative production and financial forecasting are all you need.
The rest is product and site.
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The only thing to do now is to identify with your prospect.
That is--empathize the most with their struggles, so YOU seem to understand them the best out of the competition.
This is the only thing that will work.
Offer + unique mechanism + timeframe + guarantee is done.
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2 strategies to quickly scale a D2C brand:
1. Limited stock product drops
Prevents: Overstock, unsure PM fit, high CPAs
Enhances: Cash flow cycle, LTV
2. Community groups from day 1
Prevents: Churn, ad reliance
Enhances: LTV, product ideation, conversion rate
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The four ad account levers:
1. Forecasting
2. Offers
3. Creative Angles
4. Cost Structures
All else is secondary
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Want another 5 tools for inventory forecasting, customer service forecasting, creative GPT analysis and more?
Let me know below.
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"You are not your ROAS" only applies to brands with budgets.
Most brands (70%) need positive cash flow tomorrow not next month.
Yes LTV, yes brand equity, yes MER.
But also yes staying in business 💀
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The most important chart for your ads.
The Profitability Landscape:
How spend affects efficiency and contribution at each increment.
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@andrewjfaris
@TaylorHoliday
@HireFireTeam
It depends needs to simply be distilled into ever possible case scenario.
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