Rok Hladnik
@rokhladnik
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Performance Marketing I Data-Driven I Agency Owner I Scaled Multiple #DTC Brands to 7-8 fig I Let's talk FB Ads I CEO @FlatCircleAds 🔥🚀 ➡️Read my Pinned Tweet
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Joined October 2014
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Pinned Tweet
Hi Twitter, I'm Rok. Welcome to my profile!
📰 I am an ex-Newspaper CEO with extensive experience in Media, Accounting and Finance.
📊 A Data-Driven person who started Media Buying as a hobby.
✅ In the last 4 years, I have scaled multiple
#DTC
brands to 7-8 figures. 🔥🚀
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I don't really agree with
@mcuban
a lot
But this is not just Your Tip of the Day but generally good advice: those who boast the loudest often have the least substance
It applies to DTC Twitter as well. All the courses that promise to reveal secrets, 420 tactics, strategies,…
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1K
Go to /sitemap.xml on Shopify store landing page that you like
You will thank me later
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Ad Delivery is fucked across our whole portfolio and on all
@Meta
@MetaforBusiness
ad accounts
CPMs are up by 200%-500% vs Yesterday and all other metrics are fucked up completely
Happy Earth Day
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It's easier to manage ad accounts with $50k/day ad spend than $500/day.
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Most of the UGC that we use as Facebook ads right now are TikToks. 🔥
Use this information wisely.
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You are not your ROAS
You are not your ROAS
You are not your ROAS
You are not your ROAS
You are not your ROAS
.
.
.
(ROAS 4.20 TODAY)
Of course I am my ROAS 💪💪💪🚀🚀🚀
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FB ads platform is so unstable right now and there is a very clear pattern that I am seeing: both shit💩 and quality👌 traffic are coming in waves. 🌊
Is anyone else noticing it? It can be like 4 hours of close to zero orders or like orders coming every second like it's BFCM. 🤯
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$GME premarket is on 🔥
@RobinhoodApp
removing it will just boost the 🚀🚀🚀
We will watch a movie about this on Netflix in like half a year.
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Media buying is not easy. 🤯
If you are feeling down because your results suck talk to other media buyers and don't be afraid to ask questions.
The
#MarketingTwitter
community is great. Just ignore the clowns 🤡 and the Mr. Always Right 🤦♂️💩.
You got this. 💪🔥🚀
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Some people are interpreting macro economics based on their Facebook ad account performance with $300/day budgets
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A GURU type of hack for you: when you click on your competitor ads check their UTM tags.
There is all sort of data in there (e.g. a lot of media buyers put all sorts of *secrets* in campaign names or other labels) that you can see and some of it can be really valuable. 💰💰💰
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How I have profitably scaled Facebook ads by 420% in 2022 using Broad targeting, CBO, DCO and DABA. A thread 🧵 👇
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This should be printed on a wall in all Media Buying offices
5
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Between 5-7am Facebook blew $23k (35% of our daily budget) with ROAS below 0.5. 🤯
Can't wait for the $0.01 refunds. 🤦♂️🤦♂️🤦♂️
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There were days when we had clients spending more money on TikTok than on Facebook in January.
The quality of traffic was just better.
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🔥May 2022 FB ads Performance Review🔥
For DTC ecom May is usually one of the slowest months. Memorial Day sales are a US thing, WW there were no big special sales days.
💰 MoM ad spend went up by +5%
📈 For the first half of the month performance was great ...
1/16
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Just got off a call with our
@Meta
rep:
"Major delivery issues across Europe, audiences are shrinking we have no idea why. The result is limited reach and performance."
🫣🤦♂️🫣🤦♂️🫣🤦♂️
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You are not your ROAS, You are not your ROAS, You are not your ROAS, You are not your ROAS, You are not your ROAS, You are not your ROAS, You are not your ROAS, You are not your ROAS, You are not your ROAS, You are not your ROAS, You are not your ROAS, You are not your ROAS, Yo..
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Your ad comments are great for searching for new marketing angles.
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Dear Brand Owners and Operators: don't let agencies own your Pixels, Ad Accounts or even worse Facebook Pages.
Thanks 🙏
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I got a lot of 💩💩💩 last year for saying that media buying is not easy
A lot of believers were coming at me saying "DABA, DCO, we live in a oCPM, oCPA environment, media buyers have zero effect.."
One year later. Media buying is NOT EASY. Finding good media buyers is HARD
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🔥July 2022 FB Ads Performance Review🔥
July is usually when performance starts picking up after slow May and June ... this year?
💰 MoM Ad Spend went DOWN by 15%
📈 MoM ROAS went DOWN by 10%
It was all kinda fine until the night from 20-21st July ... What happened? 👇👇
1/12
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‼️ URGENT ‼️
A verified
@Meta
@MetaforBusiness
Facebook Page got hacked
The page was previously called "Düzce Üniversitesi" and it maintained the blue verified checkmark even after it got hacked and renamed to "Meta Ads"
The Hackers are sending out notifications, private…
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We are seeing an increased quality of traffic from
@Meta
across the portfolio in the last 48 hours
Conversion rate up by roughly 30% across the board
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When your bid cap finally delivers that one sale with 420x ROAS
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Dear
@Meta
an easy suggestion that would save a lot of time: give us a way to set default URL parameters on the account level. 🙏
Thanks. ✅
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#MarketingTwitter
#DTCTwitter
recap of the last 7 days:
✅ Everyone is fasting for min 72h
✅ Omg whitelisting ads are a thing!
✅ Advantage+ Shopping campaigns rock ... ermm suck
✅ I too wanna buy a $3.500 cap🤦♂️
✅ Shopify pixel/CAPI integration suck
Did I forget anything? 🤔
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Idk about you but ads performance on
@Meta
@MetaforBusiness
went to 💩💩💩 from 4th February on
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Just had a sneak peek at some new Facebook features for businesses. One of them are so called Business Work Accounts.
If it will go live you will be able to manage ads from your “Work” Fb profile/account and not just from your private profile. Finally.
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Team, I am sorry.
I owe you an explanation for the absence of my usual Twitter threads (like the one quoted below) regarding Facebook ads performance.
Here's why: lately, the performance has taken a downturn, leaving me with little or no material to share. 😔
We manage dozens…
🔥March 2023 FB ads Performance Review🔥
Q1 2023 was good! Especially in February most of the brands that we manage had great YoY growth.
January/Q5 was within expectations (that were high due to a great Q4)
March? Mixed feelings.
Let's dig into it!
(1/20)
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I know I have said it before but it is easier to manage ad accounts with $50k/day ad spend than $500/day.
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It's kinda hard to think about anything else except what's happening in Ukraine which is like 500km from here.
Tomorrow morning we are going to work ... while our friends who are just like a 5h drive away are going to ...
Is this real life?
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Any freelancers or smaller agencies looking for clients that are spending around 50k/month?
DM me. We have a lot of inbounds.
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@MarioNawfal
Disagree. It looks more like a staged coup in which Putin tested the loyalty of his people.
All the other explanations of army trucks being 2h from Moskow without a single shot being fired are less plausible.
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Current Facebooks BOF health check ✅ 👇
Pixel based audiences retargeting = 💩💩💩
Custom .csv audiences retargeting = 🆗🆗🆗👌🚀
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Some ad accounts that are fully updated to Advantage+ are seeing a big improvement in attribution.
I am not joking.
👀
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🚨 All campaigns spent 125% of daily budgets, auto or manual bids, no difference
🚨 Accounts spent OVER their ACCOUNT limits
🚨 None of the stop-loss rules worked (native or 3rd party ones)
AND 10 hours later ⬇️⬇️⬇️
🚨Ads Delivery is still having major disruptions🚨
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Interests are outperforming broad right now. 🔥
Come at me preachers. 👊
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To all Media Buyers out there: make sure you take care of your mental health, no one else is going to do it for you
Don't let the daily rollercoaster ride we are on affect you too much
Go touch some grass over the weekend
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I put up with a lot of his bullshit but this is just too much. Engagement bait with FB related posts, Broad, DABA, DPA replies in every tweet ... is something.
But engagement bait posts about a war? No. Get out. 🤡 🛑
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Massive over-reporting in ad accounts this week. Orders that are 4+ days old are being attributed to ad sets, some of them are already paused.
Another thing that we are seeing is Facebook randomly turning off ads.
Check your ad accounts, good luck team 🤞
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COST CAPS ARE HAVING A HARD TIME DELIVERING FOR THE LAST WEEK BUT YOU SHOULD TRY BID CAPS THEY STILL GET FULL DELIVERY IF THE BID IS HIGH ENOUGH PLUS COMMON THREAD COLLECTIVE SAYS IT'S THE ONLY RIGHT WAY TO RUN ADS IDK THO WHY ADVANTAGE+ IS LOWEST COST ONLY BUT IT DOESN'T MATTER
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What is working really well right now on
@Meta
@MetaforBusiness
ads?
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Nothing
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I wish some "performance" marketers have never discovered the DTC Twitter community 🤦♂️
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Just a friendly piece of advice (don't get offended if you find yourself in this tweet): if you have an "expert" media buyer advising you make sure he/she is CURRENTLY running ads and managing ad accounts.
Not one year ago, two years ago, but right now, May 2022. 🤌
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It's been a rough week team. The morale in my media buyer's office was pretty low 😐
But we managed to get over it. I know it is hard to disconnect, especially for those of you who are real enthusiasts, but you are not your ROAS and you are not alone 🤗
Have a great weekend 🚀
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Good luck to all media buyers out there. This is your week.
LFG 💪🚀
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UPDATE: It is still total 💩💩💩
In most cases, all soft metrics are fine without major changes but CVR from all traffic from Facebook has dropped by 30-40%.
If on Tuesday it affected 3/4 of the accounts we manage, now it is affecting almost all of them.
Accounts that seem to…
We are seeing a random drop in CVR across the board from traffic coming from
@Meta
@MetaforBusiness
in the last 48 hours
Anyone else?
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Apperently there is a glitch happening right now where your ads get randomly rejected for Misleading claims and that your Page is not allowed to advertise.
FB is aware of it and fixing it.
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Unpausing everything
Good luck to everyone 🤞
Need some extra coffee for sure today ☕☕☕
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2
68
A tip for brand owners: own your ad accounts‼️
Don't let agencies spend your money acquiring data on their own ad accounts to which you won't have any access when you stop working together.
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4
68
The last 24h on Meta were the worst in 2024
And Q1 2024 is already total 💩💩💩
But don't worry
Because
Everything
Is
Fine
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I get asked this a lot: How do you test new creatives?
Here is the answer:
👉I schedule tests every Friday in my SANDBOX campaign
📸 Each ad set has 3-5 creatives with the same angle, the same format, the same ad copy, same landing page, just different creative variations…
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Avoid scaling ads at the end of a month. Avoid scaling ads at the end of a month. Avoid scaling ads at the end of a month. Avoid scaling ads at the end of a month. Avoid scaling ads at the end of a month. Avoid scaling ads at the end of a month. Avoid scaling ads at the end of ..
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I'm preparing my monthly ads performance report. There are some really interesting things that happened in May. Especially which campaigns brought the best results. I am ready to be called out by the 🤖 and POWERof5 believers 💪
I will drop the report on the 1st June. Standby.
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🔥March 2023 FB ads Performance Review🔥
Q1 2023 was good! Especially in February most of the brands that we manage had great YoY growth.
January/Q5 was within expectations (that were high due to a great Q4)
March? Mixed feelings.
Let's dig into it!
(1/20)
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4
63
Media buyers are the ones doing the dirty work right now in this ecom bubble. 💩
I might sound like the crypto preachers and believers but if you are still here hats off to you and HODL in here. Your skills are highly valued and they will be even more in the future ‼️
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Btw Advantage+ creative is performing really well for us right now
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1
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Best source for Facebook interest audiences? Google Analytics.
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3
63
Many small businesses across Europe are laying off personnel, and some of them are going bankrupt right now.
How can you compete with Temu and their "Big sale, 0.00€ + free shipping" offers?
Ads like the one below make me wonder if everything is done by the book if all the…
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I don't want to say it aloud because I am not sure what the reason is if it's BFCM or Q4 or Q5 or the new FB modeled data model... but I am getting pre-iOS14 vibes in
@Meta
ad accounts right now
10
1
64
Whatever they are doing at
@Meta
with attribution modeling or whatever they are touching that is affecting attribution please stop. 🛑
Like just stop, rewind to 2-3 weeks ago. Think about it and try again. This is terrible.
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Manual placements
Manual (narrow) targeting
No Advantage+ creative optimization
ABO
--
All of the above bring some stability to your ad accounts and performance
Everything else is a mess right now
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#MarketingTwitter
is apperently all about wins.
Well, here is a loss: most of the assets that we have tried to scale this week resulted in total failure.
TGIF 🏖️ 🍹
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61
➡️When it comes to Facebook Ads targeting is done with your creatives and not audiences.
➡️Your Ads are more important than your audiences and interests.
Just so you know where to put your focus 🤓💎
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If you need to achieve a ROAS of 4x+ to break even you are probably doing something wrong
Make sure to work on unit economics
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Interest stacks are outperforming broad audiences right now in multiple ad accounts
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2
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If you TURN OFF too many campaigns in different ad accounts at the same time
@Meta
@MetaforBusiness
will RESTRICT your profile and BLOCK YOU from logging into your Business Manager
15
9
58
There is a bug atm on
@Meta
@MetaforBusiness
your ads are being served on mobile news feed without creatives
Get ready for $0.01 refunds
15
2
57
YOU ARE NOT YOUR ROAS
YOU ARE NOT YOUR ROAS
YOU ARE NOT YOUR ROAS
YOU ARE NOT YOUR ROAS
YOU ARE NOT YOUR ROAS
YOU ARE NOT YOUR ROAS
YOU ARE NOT YOUR ROAS
YOU ARE NOT YOUR ROAS
YOU ARE NOT YOUR ROAS
YOU ARE NOT YOUR ROAS
YOU ARE NOT YOUR ROAS
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2
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Ad copy and landing pages with "Black Friday" word in them are getting 30% higher CPMs on Meta atm
11
1
57
Scale with CREATIVES. Scale with CREATIVES. Scale with CREATIVES. Scale with CREATIVES. Scale with CREATIVES. Scale with CREATIVES. Scale with CREATIVES. Scale with CREATIVES. Scale with CREATIVES. Scale with CREATIVES. Scale with CREATIVES. Scale with CREATIVES. Scale with CRE..
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6
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We are seeing a random drop in CVR across the board from traffic coming from
@Meta
@MetaforBusiness
in the last 48 hours
Anyone else?
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Creative strategist
The most wanted profile in the media buying industry right now and probably for the next couple of years
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1
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Q2 is traditionally the worst Q for most ecom businesses.
It's also the period where Facebook tests most of the backend changes before releasing them later in the Q or in Q3.
Hold in there marketers. 💪🚀
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