Andrew Foxwell 🦊
@andrewfoxwell
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Nora’s dad. Co-Founder of Foxwell Digital. Biz/life partner to @GracieFoxwell. Join our Founders membership: https://t.co/doqrOuiCVI
Joined November 2008
Just did our latest survey and we went up to 87.5 (!!!).
Our membership has an 80 NPS score. Survey taken January 2024. I am so proud it's hard to even truly describe it. Brick by brick.
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@danpfeiffer We will not stand for this in Wisconsin. The blatant power-grab displays the true character of republicans in our state. The "majority" they hold is because of gerrymandering they set up. It's a sad day when the people's voice isn't heard.
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. a classic. Agency gets the client a 4X. Client: we think we can do better taking this in house. James, who just graduated, will be taking over our $250,000/mo spend.
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@MeetThePress This is the line they are going to take? What an absolute joke. He’s a crook, a criminal, it’s clear to everyone else.
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I maintain that if you can actually explain iOS14 changes and how they might affect FB ads, CAPI, or delayed attribution multipliers, you’re in the top 1% of online advertisers worldwide. No one gets this stuff and for those that do it takes a LOT of research.
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You know who has a really good read of all this iOS14 stuff? Like really understands it fully and deeply and all its impacts? And just really gets it completely and fully, with all the daily changes?. NO ONE. LITERALLY NO ONE.
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Foxwell Digital is proud to announce our newest hire: Nora Grace! The highly competitive interview process took a few months and we’re thrilled she finally accepted our offer letter and agreed on a start date!
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I'm reading the entire 92 page appeals court ruling about TikTok so you don't have to. Blog coming tomorrow on it. But let me say, TikTok is a massive threat to America and anyone who says otherwise doesn't deal in facts.
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We put together a post on iOS14 + FB Advertising. It includes a client email template, must-read resources, and action steps to be taken ASAP. We tried to make it brief and easy to read. Enjoy!. - 🦊, @ShaneCicero, and @courtfalexander .
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Now that I’m a dad, I just walked outside and looked at my lawn for about 15 minutes with my coffee in my hand. Then I waved at a neighbor. #dadlife.
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Dear brands,. 2021 is not 2020. If you are even or up from 2020 right now you’re winning. Sincerely,. Media buyers trying to give you factual information.
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META: What do you guys plan to do about the fact that so many of us are seeing 100+ spam/phishing messages every day?.
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We reviewed five accounts last week doing a collective spend of $3M/mo on Facebook from across the world. (🇮🇪🇬🇧🇪🇸🇫🇷🇦🇺🇨🇦🇺🇸🇩🇪) Few interesting observations to share.
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In six months, Facebook/Instagram will still be one of the top advertising platforms in the world. Measurement is going to look very different, but it will not lose its place.
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I’m sure all this Apple stuff will be fine and there will be zero glitches with Facebook and it’ll be all super seamless for small businesses and consumers.
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My quick take on these iOS14 / Facebook changes after discussion with @ShaneCicero and @jaketheadnerd. 1/ First of all, it's clear that this war is just starting. It's why we wrote about CAPI ( and AAM ( these are puzzle pieces.
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It’s important that we as an industry don’t say “agencies are bad” and “freelancers are good.” It’s not that black and white. As with everything there’s so many nuances. Minimizing those nuances hurts everyone.
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In my world, if you insult @herrmanndigital you insult every good media buyer out there putting in the work. Total BS. Much love to one of my longest friends in this space (8 YEARS!).
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I am convinced there’s an incredible amount at play in the FB ad algorithm right now. They connection points between reporting, attribution and optimization are all off many times within the same day. Stick to the fundamentals of marketing. Your offer, your site, your funnel.
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I'm willing to bet. Facebook will come out with a new data modeling tool (fb attribution + anayltics 2.0) that shows some "preview data" in ads manager to prompt you into it. They'll get a handle over the next month(s) of who/when/what is converting and it'll be decently accurate.
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So proud to announce that I've not been selected to any list from Forbes or anything else and I'm just over here doing honest work. #blessed.
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Why is it that lookalikes of "saved post" work so well? We've tried this in 3-4 accounts and it's done really well. Maybe I should have started this tweet like @JoshJDurham by saying "*whispers*. ".
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We decided it was time to say something. So we wrote an open letter to Meta. Our ideas are:. 1) Create agency and brand councils of truly diverse businesses, not just the biggest spenders, and really LISTEN.
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Your broad audience targeting is only as good as your creative makes it.
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1/ Friday helpful quick tip here: one of the first things I check when I hear "results are declining" is the First Time Impression Ratio at the ad set level. In this example, on average only about ~30% of those are seeing the ad for the first time.
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One of the greatest challenges of being an ad buyer in this moment is the delayed results and variable spend pacing. It’s essentially impossible to get a read on any baseline numbers in anything under 72 hours.
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Just want to state publicly that I love in digital marketing I learn something new every day. No one has all the answers. We're all testing. We as a community are stronger together. Thanks for coming to my Ted Talk.
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Apple: we care a lot about your privacy and have no intention of building our own walled garden add network.
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I took second in my MTB race and wore my Founders hat. 👍🤘🚵♂️
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Someone says their ads are failing. What are the top three things you look at?.
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I need someone who does Squarespace landing page design - I know it's random.
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I present to you the five most popular @EcommInfluence FB ad related episodes over the last two years. 🔥 These still get 2,000+ downloads/mo. Enjoy!. 1️⃣ How I Scaled from $500 to $15,000 per day
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Last time I was on a skateboard I was 17. Bought one on Monday. Went to a parking lot that explicitly said no skateboarding (it's not a crime). Muscle memory is real! I can't wait to teach Nora.
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You know what we all need as media buyers? Better mental health. Take a nice break this weekend, get your mind right, take a deep breath and just. notice things. Positive or negative, just notice them. See you Monday.
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Just landed another CMO/Head of Growth role for a major DTC brand. Took a while to find the right person, but we did it!.
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I've decided that each week I'm going to choose a marketer that I absolutely love and think is doing incredible work. Then throughout each week I'll talk about that person and why I respect and like them, along with tactics and strategies they see working.
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Just want to come on twitter and share that I did my first mountain bike race on Sunday and it was really fun.
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Pretty proud of our team and the 18 page audit we just completed of an account spending ~$400,000/mo. Full of actionable insights and advice. That's the fifth one of that size this year already.
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I’d like to give a shout out to interest targeting for really pulling the weight this BFCM season. Came back to prove their worth over LLAs in most cases. Good job, interests.
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Just was thinking, I’ve ran or assisted in over 40 Fourth of July sales and I can count on one hand the times it exceeded expectations. This holiday is not a selling one. Everyone wants a break. Set expectations accordingly.
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It’s one of the great honors of my life to serve members of the Foxwell Founders. So wonderful to have 50 of us gathered in Amsterdam today!
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I’m buying airport lounge access for all Founder members trying to make their way to the Whalies. If you’re a member and are stuck or flight has been rescheduled and you don’t have lounge access DM me and we’ll figure it out. 🦊.
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Our biggest referral partner has a 97% year-over-year retention rate. The main reason, in my opinion? . In each call they ask the client, “what could we have done better in the last week?”. Turn a vulnerability into an asset.
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Sometimes I wonder, if you started a twitter account and just tweeted sentences from a marketing textbook from ~1975, how quickly would you hit 10K followers? Fundamentals don’t change. Hashtag pondering.
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Let's be real: every single time I leave twitter I come away awash with imposter syndrome. I've been doing FB ads work for 12 years and still get this. Worth mentioning so if you feel it, you feel less alone. Onwards.
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One of my favorite moves is to comment “totally” on super helpful content to make it seem like I’m smart too.
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That testimonial from @cmikulin in the @triplewhale Whale Mail newsletter made me cry. Literally Chris is the nicest person. Oh and I've known him for like ten years, which is a whole generation in this industry.
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1) If you can’t prepare for a call, don’t have the call. 2) If you can’t put your responses in an email and feel it needs a call, spend time on the email to respond and use the call for….actual strategy. Can you tell I’m annoyed when people use calls as a proxy to not plan?.
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Didn’t touch grass but rode on dirt and got second in my race yesterday!
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Um. I guess FB bought our Q4 course?
Q4 is coming.⏱.🧰 Be prepared with our new course! . Announcing: Q4 Tactical Roadmap, Your Guide to a Profitable Q4 (w/ bonus FB group, the Q4 Helpline). $30 off until Wednesday using code GET30 💸
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Someone asked me “so how are you? Things good?”. I thought to myself, well we’re raising a 6 month old with feeding issues in the middle of a pandemic. Each day is still hard. But I have good moments too. bottom line—Empathy: we all need more of it.
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Bucket list:. ✅ Meeting members of the Foxwell Founders membership halfway around the world in Queenstown, New Zealand.
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I’m proven wrong or learn a new strategy on FB/IG ads every day. I’ve been doing this professionally since 2009. I love it.
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TOFU/BOFU CBO in one combination.Reach Objective on Remarketing.Static Images.Lifetime Budgets. File these under "2014 tactics that are now working again." (minus cbo combo).
One thing we’re seeing across a lot of Facebook accounts spending < $30k/month: . Video CPMs are too high to win. The CPM & CPC difference on images is giving a better chance of hitting CAC and ROAS targets. If your account is struggling, try more images at top of funnel.
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If you're Engagement Custom Audiences are converting well, creating LLAs of those for TOFU is a no brainer. I often see Engagement CAs doing great and then the TOFU is dying based on 1% LLA of PURs. Diversify that TOFU!.
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Met up with 60 (!!) of the absolute best marketers in the EU today at our Founders membership get together in London 🇬🇧!. It’s truly the biggest professional honor of my life to do this work. It’s not just my group, it’s our community. 🦊
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You = lots of questions about iOS14.Foxwell Digital = answers. Enjoy.
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Our Meta Rep even came! 😮 . I’m honored. I’m so thankful. We are better together, supporting one another, growing businesses together.
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There once was an account that got banned . That was worse than being spammed. It came quick in the night .Gave all advertisers a fright. This shit is gonna get all of us canned.
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Foxwell Founders dinner! Bunch of legends came out tonight. Who do you see?
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This year I hired six people into CMO or Director of Marketing roles at DTC brands and SaaS companies. I landed another five into more junior roles. If you need help with recruitment, let me know! andrew at foxwelldigital dot com.
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One of the biggest differentiators I see amongst marketers is the ability to slow down and simply think before acting.
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So many of us come here for answers or validation. The reality is everyone is trying to figure their account(s) out at this moment. Your continued push to innovate, test and learn is the edge you have.
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FB: "Turn on Lookalike Expansion".FB: "Audience size unknown.".Good times.
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Got a DM today: “why are you asking so many questions lately? I thought you were a Facebook expert”. My response: precisely.
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what's working.and what's not.this week on FB ads. Enjoy!.
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I hear this repeatedly: "I don't have time to train our team members and bring them up to speed on what's working.". Training junior/mid-level ad buyers is tough, and it takes a lot of time and careful attention. That's why we created this course. Let us do the heavy lifting.
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Hey everyone can we 🛑 with this kind of post: . How To Optimize Your Life. 1. Get enough sleep.2. Drink 6oz dark coffee.3. Only eat organic and local .4. Journal every morning.5. Meditate at night . Super entitled white guy BS.
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RANT on something I've seen a lot lately: If your FB agency doesn't allow YOU access to your own ad account OR they have their own ad account for you and only send you reports, RUN. This is a very sketchy move and you should ALWAYS have access. It's your money!.
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Why don't more people talk about mistakes? We all have them, it's just not part of the discussion as much. You know what I'm not doing each week? Crushing it. What I am doing? Making mistakes and learning.
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Media buying today is as much about patience than it is about optimization.
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Proper boundaries: your clients need them, your family needs them and your friends need them. Boundaries protect you. Set and enforce them. Everyone will be better off for it.
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[Insert marketing strategy] is dead. Nothing is dead, people. All is relevant and worthy of discussion. Throwing out hot takes to create a rift in the marketing community is counter productive. If it creates real, collaborative dialogue then I'm on board.
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Seems like with all the data loss coming it’s a good time to dust off this ol’ little ditty from seven years ago
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One of the greatest moves in today’s world of FB marketing is:. Less lever pulling.& being more patient.
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You know what we're all really good at on twitter? Giving each other advice. Just a quick reminder to live your own journey. Thanks for coming to my TED talk.
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Customizing images on your product catalog is one of the most underutilized tactics out there. Worth your time.
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Welcome to Q4! This is exciting, isn't it? 🤓 There's an insane amount of advice swirling around and I thought I'd share my top-level thinking about Facebook and Instagram ads during this time.
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Read the Meta earnings report. Ads across Meta continue to get more expensive, due to them increasing prices and “Chinese-based advertisers” dominating spend. The environment will not be changing before EOY.
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I'd like to introduce you to the Foxwell Bot. A new feature of the Founders membership that brings you contextual answers based on every call we've ever had, every question ever asked in Slack, our entire SOP database and any other content from our membership, in <30 seconds.
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Imagine if every 5 minutes you were logged out of your work and had to reauthenticate and log back in more than 30 times in a day. THIS IS ACTUALLY HAPPENING to Meta advertisers. People can't work. Come on Meta!
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I find it amusing and cute that Facebook thinks SMBs have zero problems: . setting up a product catalog, linking a pixel, prioritizing events, connecting people, etc etc . Just like, super easy and not confusing at all.
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Undoubtedly there’s issues with performance across the board right now. You’re not alone! Triangulated with multiple agencies and brands this morning and last night. Hold on people, time to try anything we can!.
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Meta is clearly in a battle internally on what to do with ASC "everything." Currently no one is winning. We are the losers because it's clear as mud on what to do most of the time. Ask any DR/DTC advertiser right now and I'd bet 50% of us aren't using ASCs bc they've destablized.
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I am really proud of the business @GracieFoxwell and I have built. But wouldn't you know it, still at the end of every month I'm shocked we're solvent. I'm like "hey Grace, another month running!" We've been in business six years! Entrepreneurship is funny.
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People see us as advertisers. What they don’t know is the hundreds of small businesses we help and thousands of jobs we’ve created, with the help of Facebook advertising. All we’re asking for as a community is a stable platform, more transparency and clearer communication.
Facebook Ads Manager issues are causing major headaches for advertisers by @AmyGesenhues
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You know what’s easy? Complaining. You know what’s hard? Radical acceptance.
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I've now helped to hire in 2024:.- A CMO of a major SaaS company.- A Senior AM at a major SaaS company.- A CMO at a well-known/large DTC Brand.- An EVP at a well-known/large DTC Brand.- Four Meta-focused AMs for agencies. Nice little recruiting business we got going here!.
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📈 Instant optimization tip for your campaigns: . Double check what your advertising on FB/IG is actually in stock.
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I’ve gone in deep on huge accounts spending $200K+ per month and let me say, there’s more innovation and hustle happening in those accounts spending $50K or less. That’s where true testing comes in, IMHO.
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"Killing it.". We are surrounded by this mentality. Remember: the VAST majority are not killing it. You're not behind. Remember to be kind to yourself and others.
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Good buddy has a son who is 18 and wants to learn one skill in online marketing that can help him make supplemental income. I told him to learn light design and Klaviyo. FB ads is saturated I feel like. What do you think?.
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Ten years ago tonight. Our greatest costume ever. Never forget.
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