Cody Plofker
@codyplof
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CEO @jonesroadbeauty. I write a weekly newsletter that will make you a better marketer. Sign Up: https://t.co/gG8NCklM27
Joined December 2010
I Am Incredibly Bullish on Facebook Ads Going Into 2023. This year alone, we easily spent over 8 figures and plan to double that in 2023. Want to know a secret?. Media buying on FB is really simple. There are the only 5 things I focus on. .
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This is a phenomenal ad. Credit to this guy. Make more ads like this. Native, behind the scenes, storytelling that shows people and your values.
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As CMO, I'm tasked with driving the demand to double our 8 figure businesses from 2022 to 2023. Here are the 3 things I'm focused on to make that actually happen. .
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What we think our customers journeys look like: . FB Ad > Add To Cart > Buy. What really happens: . FB Ad > See Product > Join Email List > Add To Cart > Google For Reviews > Ask Friends If They've Used It > See 17 More Ads > Procrastinate A Bit > Buy. Design accordingly.
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Haven’t felt like tweeting lately. Why? No wins to speak of. Instead: .-Missed forecasts .-Employees leaving .-Health issues.-Mental health issues . Man this business thing is not always easy . If you’re struggling, you’re not alone.
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Have you ever wondered how you can legally spy on your competitors and know exactly how much they're doing in revenue, how much inventory they hold, and what products they're selling the most and least of?. Well you actually can, and it's pretty. .
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My brothers and sisters in Christ. For the love of god, please stop tweeting about ChatGPT.
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A month ago our ads were really struggling. CTR was at an all time low of around 0.6% and CPC was up to nearly $4. We were still profitable, but not very happy. Today we're at 1.35% CTR and our CPC $2.22. This has given us a 35% decrease in CPA. Here's what we did. .
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This year, we've almost tripled our ad spend on Meta while reducing our CPA by over 15%. Here's exactly how we did it that you can steal too. .
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Decided to go with the Rivian R1S. Loved how it drives and feels. Should get it in a few weeks.
In the market for a new car. My Tesla model Y lease is up in a month. 2 kids now plus a dog so need something larger. So far looking at: . - Rivian R1S.- Tesla Model X.-Lexus GX or TX. Need 3 rows. Any other recommendations, or feedback on these three?.
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Facebook Ads are anything but dead. In fact, I'd argue they're still the #1 source of profitable customer acquisition on the internet. They're harder than they used to be, sure, but there's a secret. Success relies on what you do outside your ad account more than what goes on. .
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Welcome to the world Lily James Plofker. Born 9/21/22, 7 lbs 2 oz. Both mom and LJ are doing amazing. All of us sleepy though. ❤️❤️
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My wife and I welcomed our son Shaan Luca Plofker into the world yesterday. He was born in the same room as our daughter which was very cool. Everyone is tired but healthy and happy.
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6 months ago, our growth felt like it slowed to a halt, customer acquisition was down and we came close to our first down month. I was ready to quit. Fast forward to today, we're adding thousands of new customers a day, and growing almost too fast. Here are 5 ways we're doing it:.
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If you haven't heard, Meta just released their new ad platform recommendations for small businesses. In an attempt to simplify things and improve performance, they have switched from Power 5 To Performance 5. There are 5 things Meta recommends you do for best performance now. .
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This is the best month on FB ads that I can remember. Here's a bit of what I'm finding work so well right now. 1. Nearly all whitelisting . If you go to our Fb library, you might see one or two ads. I test on nearly every creative and 9 times out of 10, whitelisting wins.
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How the hell do most people get 10,000 steps in a day? I have an active dog and have to take him on 1-2 very long walks a day and still barely hit it most days.
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Enough with the ChatGPt threads, guys. Have some self respect.
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We're on pace to triple last year's revenue, which is no small feat considering the year we're in. There's no shortage of things that led to this, but one thing we did zero of last year was use and test landing pages. This year, it's been a huge focus and one reason why. .
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Here's my hottest take: Owned retail IS Direct To Consumer. Coming very soon.
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This is a really tough period in DTC/Ecom for many of us, JRB included. Here are 7 ways I'm planning to get through it:.
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No one is talking about how reels have killed TikTok. Look at creators who post on both. The smart ones are more active on Reels now and they get way more views.
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I'm looking to create a library with the best landing pages on the internet. If you feel like it, drop a link to your favorites here. I'll organize them and share them if I get enough.
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Hierarchy for FB ads success:. 1. An offer that people really want.2. High enough AOV.3. Good enough margins.4. Good LTV.5. Organic traffic.6. Great ad creative.7. Simplified account structure.8. High converting landing pages . If you don’t have 1-6, don’t even think about 7 or 8.
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Holy shit. Running a DTC business in 2023 requires ungodly focus and effort on ad creative.
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WHY DOES EVERYBODY HAVE TO DO CALLS TO WORK ON SOMETHING?. JUST PUT IT IN AN EMAIL. IT DOESNT NEED TO ALWAYS BE A MEETING.
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Marketing hack: Ask your customers what they want. Just ask them. They will tell you. It’s almost cheating.
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@graceclarke Ok here is my honest reply:. I love her more than anything in the world and overall very happy. There are feeling of immense joy that are way deeper than I've ever felt before. But the negatives are more intense and often now too. I have very little time, no social life, it's a.
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E-com really went from “you can make money selling anything online” to “you’re dead if you don’t have an amazing product” real quick.
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Everyone talks about creative being your biggest lever, but few talk about what actually makes thumb stopping, high converting creative. Here are 3 things that a great social video ad must do (w/ examples). .
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1/ We're seeing an 11% MoM increase in FB ROAS and a 19.9% decrease in CPA, while our CPMs are 16.5% higher, and while spending 167% more. Oh, and this is with being out of stock of our best sellers. Here are a few things I've done to the account. .
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There's a lot of talk about TikTok Ads right now, and for good reason. TikTok Ads can be an amazing awareness and acquisition channel if done properly, but they're totally different that FB Ads. Here's my TikTok Ads 101 that will show you everything you need to get started. .
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I’m going to start calling every cost in DTC I don’t like fraud. Meta audience network = fraud . Applovin repeat customer impressions = fraud . PMAX and brand search = fraud . SAAS variable pricing = fraud . Creative agency calling different hooks different ads = fraud . Please.
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Ad creative is my main focus for pulling growth levers right now (Longer term it's product). Here are a bunch of random thoughts from this week:. 1. Volume is key. Everyone knows that. I was very late to the game getting that; and we crushed with low volume for a while. It's a.
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1 week into Founder Mode:. - 2 employees quit .- Multiple vendors pissed .- 1 lawsuit .- My wife won’t talk to me . It’s all worth it though, right?.
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The sad reality is, your CAC is nearly guaranteed to rise as your DTC business grows. How do you offset that and stay profitable as you scale?. You need to increase Average Order Value (AOV). Here are 7 tactics you can implement to increase your AOV:.
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7 Growth Methods That Are Not FB Ads. 1) Affiliate Marketing. Idk why so many people sleep on affiliate marketing. There are publishers with millions of eyeballs starving for monetization. All you need to do is get in front of the right contact at the publication, get them. .
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100 likes and ill do the same for ours.
Ever wonder what it costs in software to run an 8-figure eCommerce brand?. Well, I currently pay $13,567.75/month (roughly 1.2% of revenue) for @hollowalpaca . Is this good or bad?
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When we’ve tested 75 creatives in a week and gotten zero new winners
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Two years ago we did a number on Black Friday that was unfathomable at the time. Happy to report we just did that number, by 12:30AM.
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I've audited a dozen Facebook ad accounts in the last 30 days, and I can tell you that media buying certainly isn't dead. It's just different, but here are the top 5 media buying mistakes I've seen that you might be making in your ad account. .
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Honestly I don’t even care what my ROAS is the weekend. I’m already happy.
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Beginning it the year my goal was to make $100k/yr side hustle. I now guarantee I’ll be at $1m run rate by EOY. lol. Let’s build.
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FB Account Structure we're using to spend $35k/day+ on FB: . 1. Main Broad Prospecting CBO.2. Broad Creative/ Lander Testing CBO.3. Consolidated Retargeting CBO. Keep it simple, stupid.
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Stop going to the DTC parties, dinners, and conferences. Just put your head down, build, and get 1% better every day. Talk to others 5% of your time to get ideas, but spend 95% of time actually building. It's not as much fun or sexy but it's better.
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A shorter thread on how I've nearly doubled our CTR and decreased our CPA by 35%. I stopped running ads by our brand marketing team to approve. 🤣.
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When the CEO of your 3PL sends this, you know it was a successful BFCM
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No screenshots here. But beat our best day ever by 10am. More than quadrupled our BF last year. Would have kept going if we didn’t run out. Yet I have a laundry list of things we need to do better next year. Honored to work with legends like @eliweisss and @itsJoanneCoffey.
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JRB 2024 In Review:. - Just shy of 50% growth.- Had to take less efficiency in a few spots to do it but more overall profit.- Launched EU, $1M in the first month.- 18 7 figure days.- Opened 4 stores, bringing total to 7.- 8 figure owned retail biz.- 27 new FT hires. But not a.
Ridge 2024 in review:.- Lowest % growth YOY since 2020.- Still grew though.- $ growth YOY in the 8 figures.- Ring business at 8 figures.- Travel business at 8 figures.- wholesale business at 8 figures.- 8 figures in profit. Future of the brand:.More product expansion. Right now.
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If I wrote a weekly newsletter on what’s working for us, what’s not, and what I’m learning, would anyone read it?.
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I’ve been married for a year today. Celebrating out in Paris with some delicious food.
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I’ve found nearly every time someone asks for more people on their team, its a sign of bigger issues. Usually it’s the sign of a weak leader and lots of inefficiencies. We once had a director who asked for 3 additional direct reports. We let him go and hired one person who is.
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There are three distinct phases of DTC as I see it: . 1. DTC 1.0 - Raise a lot of money, large teams with big TAMS. Main value prop is DTC with a heavy emphasis on branding. My guess is payroll at 15-20% of revenue with long payback periods. Pure DTC. Growth at all costs.
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Inspired by @TaylorHoliday, 25 e-commerce takes that I believe. Some of them may be hot or lukewarm. 1. Attribution overvalues low funnel and undervalues top of funnel . 2. Most ad variant testing is a waste of time . 3. Post iOS Meta sucks at excluding customers and visitors.
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The one thing every media buyer can agree on: FB attribution is absolutely horrible.
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1/ If your Facebook Ads are struggling, there's still hope for your business. Much has been written about the doom and gloom in DTC right now and the end of the arbitrage era, but I don't think that's necessarily a bad thing.
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After a few months of officially being in the CEO role, I’ve learned my job is just saying no to people that ask me for money for things.
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“Brands will spend $500k on ads a month and won’t send $5k sending flowers to their best customers.” . @eliweisss the CX God.
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Therapist: So what do you want to talk about? . Me: Meta performance is down bad.
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Hiring is brutal right now. My entire motivation behind building a Twitter audience is for recruitment at the moment. We’re hiring growth, creative, and Cx roles right now. DMs wide open.
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One quarter into 2023 and I remain incredibly bullish on Meta Ads for 2023. We spent 8 figures last year and will spend double what we did in 2023 at a better ROAS, mostly thanks to Meta advancements. Here is why you should be optimistic too. .
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Brand marketing doesn’t work, he says right before he takes a sip of Liquid Death.
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What if I told you you don’t need to run retargeting in Facebook because every Facebook campaign is retargeting?.
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The paid channel that has our best ROAS and by far highest AOV this month? . Twitter Ads.
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And I thought I was just bad at marketing the last few months.
JUST IN: 🇺🇸 US consumer confidence falls to a 45-year low.
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Today on a @MentorPass call I was asked the 4 biggest things I wish I knew 5 years ago about Direct to Consumer Marketing. Here they are:.
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Closed on the sale of my first business today. No words. Damn it feels so good.
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There's been a lot of agency slander on here. I used to be an in house maximalist. I'm going the other direction and prefer agencies and freelancers at this point. AMA.
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A few semi-controversial opinions on paid media and DTC growth that I currently believe. .
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Making money is cool. Great roas is cool. Know what’s even better? When your boss, who is also your mom says you were right. I can retire now
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My 2025 E-commerce Predictions:. 1. 2025 is the first year AI makes a decent sized difference for consumer brands. It will come from automating CX, and there will be some legit ad creative options for the first time. 2. Brands will continue to hone in on low opex. The best.
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We opened our fourth store in Palm Beach, Florida this week! . Already off to a great start.
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Meta is terrible right now. I usually think it's seasonal buying behavior when people complain about the algo, but I do think Meta is messed up right now. Seeing some of the weirdest performance and data in a while.
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If you’re a DTC company, you’re a media company whether you like it or not. The question is how good you want to be at it, and if you want to be a landlord or a tenant.
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Huge news! I'm firing myself as director of growth and hiring a Senior Director of growth for @jonesroadbeauty. Great opportunity for the right person to help grow a 🚀. 1/2.
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Meta ROAS good= I am a god level media buyer . ROAS not good = The American consumer is hurting. Insert cherry-picked statistic I found from Chat GPT.
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Some of you might not like this, but. I think success on FB ads in 2022 comes down to being really good at brand marketing.
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Hey I know one of those brands.
The most popular products on @Shopify this Cyber Monday so far are. 💄Mini Miracle balm from @jonesroadbeauty .❄️Alpine Waffle Beanie by @vuoriclothing.🏃♂️Crest joggers by @Gymshark .🥤The Quencher H2.0 Flowstate Tumbler from @StanleyBrand . Cookware is also trending up with
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Figma is a game changed. Who is gonna make the Figma or Canva for video to disrupt Premiere Pro?.
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Twitter ads convert terribly. No one should be spending money on them 👀😉.
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Ugh every time I take a call with a FB or TikTok rep I wish I had those 30 minutes back.
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If Meta is the majority of DTC spend and Meta performance is bad, is it really Meta or just consumer demand down bad?.
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