DTC Prophet
@dtcprophet
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Operator of an 8-figure family ecommerce brand. Spender of $$$ on Meta. Sharing what we learn.
Philadelphia
Joined August 2020
How lowering out AOV helped us drop Meta CAC by 30% and grow new customer volume by over 2x: https://t.co/d6bkigvfJv
dtcprophet.com
How lowering our AOV helped us grow new customer volume 100% MoM, slash CAC by 30% and hit a record month.
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I hope all of my competitors opt-in to Meta’s “optimize website destination” so they can start sending traffic to their blog, privacy policy and other pages completely outside of their funnel.
@benradack Counterpoint: You should pretty much be opting in to all of Meta's enhancements as a rule.
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Abraham Watkins Law Firm is incredibly honored to have represented a remarkable family who suffered unimaginable tragedy — the loss of a loved one and life-altering injuries. This $60 million mid-trial settlement brings justice and closure to a family that placed their trust in
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I am now starting to think that having different ad copy for different ads actually matters. Rarely is talked about. We have always been guilty of using the same 5 primary text, headlines and descriptions for every ad and not thinking twice. Might be time to change that.
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This has to be a crime somewhere. In fact, with how egregious it is, you could argue jail time for the engineer behind it. Our CPA has been between $40-60 for maybe 5 years. It is just pure lying and purposeful deception from Meta, nothing else to it.
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I don't think there is anything else in ecommerce that should be the #1 topic of discussion other than Meta ads. Discoursing about anything else is most likely just a waste of time in comparison to discussing Meta ads. They are the center of everything in your business, growth,
I too am confused why DTCers would talk about Meta ads so much when it is only: 30% of their P&L, the only thing that makes their business viable, a shared interface no matter what they sell, service & saas in the community exclusively specialize in it. Truly an enigma.
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I'd bet one part of why Meta's pushing partnership ads so hard is that ad load is 100% going to continue increasing in the double digits. Partnership ads partially disguise ads and make the content more native. I'd bet it's probably more about Meta starting to protect content
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This is why analyzing ads on Meta by themselves doesn't make sense. You don't have 1 "winning ad" - you have 200+ winning ads in a campaign that all support each other. You can have 1 ad that blows out a certain part of your funnel, but without the other 100 supporting ads, it's
@jordanhaswings Narrative ads build depth, whitelisting builds reach, and statics close the loop. It’s the full stack of creative intent.
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You will win in ecommerce if you can effectively get a 2nd SKU into your customer's cart. Doesn't matter whether it's post purchase upsell, checkout upsell or a bundle. It's where so much first order margin expansion is and likely what drives your biggest 30-90 day LTV jumps.
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What's the answer....What happens when I die? If someone dies, will they live again? Join us as we take a look at this question using the Bible’s Testimony.
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With the right ad account structure, spend is the main metric of success.
Meta Ads Experts: Please explain to me like I'm 5 years old why Meta spends loads on ads with bad metrics and very little on ads i have with good metrics?
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We're testing this out. Currently have 3 live Meta campaigns in our account: - ASC single ad set cost cap - ABO cost cap (new creative) - Adv+ single ad set tROAS Main hesitation is audience overlap since ASC and Adv+ have the exact same ads. Not sure we'll get .5% but
Had a Meta rep pull audience overlap between my Highest Value (tROAS) and Highest Volume (Bid Cap) campaigns for a client yesterday. Exact same ads. .5%. If you're not running Highest Value, you're missing out.
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This is a good point on whitelisting on Meta. Potential cost efficiencies aside, it helps a lot of your marketing make more sense to customers + build trust. For example, if you are running a product comparison ad, then of course it would make sense to run it through a
You're leaving money on the table by only running ads from your brand page. 50% of our ad spend goes through 3rd party pages. It works well because it looks less like an ad. Here are a few examples: - Authority pages: dermatologists, doctors, athletes, trainers, nutritionists
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The best brands I know optimize their business to afford the lowest possible ROAS and still be profitable And CAC becomes a MOAT for them Think about AG1, do you really want to compete with them when they are probably happy acquiring customers for $500-$800? Doesn’t matter if
Amazing how many people don’t understand this It’s not that getting above a 2x ROAS is hard It’s that if your NCROAS is consistently above that you’re spending like a little bitch You should never want your NCROAS to be that high if you’ve got good unit economics and LTV
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This Election Day, we remember President Reagan’s landslide wins—today in 1980, and again this Thursday in 1984. These overwhelming victories reshaped the political landscape and signaled a renewed direction for the nation.
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The more you tinker with settings in the ad account, the worse it performs. Especially when performance is off, messing around with campaign structures, bids, attribution or whatever, isn't going to fix anything. Likely will just spiral the problem. The levers you can pull
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A few thoughts and observations from our Meta account performance over the last 4 weeks: https://t.co/7WHNNBUWZt
dtcprophet.com
At least for us, meta performance has been just awful, but i feel like it's going to turn sooner rather than later. here are a few things I've noticed recently (and a few things we're doing).
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Can someone please explain why Intelligems costs almost as much as Shopify Plus? It shouldn't cost more than $50/mo to run simple A/B test on our Shopify store 😂
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This is true, the one thing I've noticed about flex ads is that they take longer to learn, but have longer spend runways. Meaning, our median ad spend per flex ad is more than the median per solo ad, even if we are just loading a bunch of variations of a single ad into it. I'd
Flexible ad format typically takes anywhere from 4-9 days to really ramp up. In the accounts where spend is highest on these I've noticed it's usually 6.5 days is the average. Once it hits that things go really well. For example this is what I'm seeing on one fresh one
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Icarus International Consulting Group | The War on Buttons: A Human Rebellion Against Unnecessary Complexity Some wars are fought over land, others over ideology. Ours, today, is over buttons—and it’s a battle that touches the core of what it means to be human in a digital age.
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Especially recently, I've adopted the mindset that whenever there is volatility or a cost jump on Meta, it's the new normal. Not an update that is magically going to resolve itself on a specific date. Do you really think that when these "updates" are done your CAC is just
Meta is constantly updating the platform At one single time there are probably a hundred teams working on a hundred different changes across the platform, some big some small Focus on the big levers - offer, creative, post click experience are all more important than asking if
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Something we know to be true in our ad account is that running manual bids and highest volume (auto bid) at the same time will always kill performance. The highest volume will just eat away at the manual bid campaign, dominate inventory and either drive spend way down or just
I’m doing so much testing on Meta right now (my head may burst) but want to share. Wild results here. Same ads. Six-Seven figure a month account. ASC w/ TROAS versus Highest Volume ASC w/TROAS currently is trash volume, but has the SAME EXACT CPA as HV. AOV is $40 (!)
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Helpful update on Meta updates. Looks like a lot more volatility could be in store...hopefully Oct 17th is the true end date for this and we get back to smooth sailing.
Sorry it took me so long, here is the update: @Meta is rolling out multiple backend updates across ad accounts and the ads auction system. The recent "Reducing self competition within Meta ads auction" was just one of MANY. All accounts are expected to be fully updated by Oct
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This is just another risk to diversify in your ad account. I see the following risks: - Campaign Risk - Audience Risk - Offer Risk - Ad Risk You don't want only 1 performant campaign that drives the entire account, or 2-3 of ads that get 85% of the spend, or only 1 offer that
Something I’ve changed my mind on post Andromeda update. I used to think launch one product and focus on one funnel on Meta. If you try to do too much it may cause too much complexity, and could in fact hurt performance. I actually am starting to think that advertising
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What separates average from excellent: Average people do what's required. Excellent people do what's possible. Average meets expectations. Excellent exceeds them. Average clocks out. Excellent stays curious. It's not about working harder. It's about caring more. Excellence is
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