| STEFAN’S PICK
iOS14 changed the game. And a lot of brands are struggling with their Facebook Ads. There’s still a lot that can be done to continue driving growth. But most of it needs to happen outside your FB ad account. Getting non-paid channels (social, influencers, email, sms, content, PR, etc) to perform better will blend down CAC and help continue to scale FB ads profitably.
| PAID ADS
Cody and his team are seeing improvements in ROAS, CPAs, and CPMs. All while increasing ad spend by 167%. They’ve done this by consolidating hard (dropping interests, merging campaigns/ad sets, lightening exclusions, and a bunch more). Going broad while testing more creative. Lots of whitelisted UGC. Launching TikTok creatives on FB. While at the same time focusing on organic channels like PR, influencers, branding, etc.
📊 FB Ad Benchmarks: Last 28 Days YoY Performance
FB spend is down -33%. “Reported” ROAS down -30%. CPMs are up despite spend going down, which indicates a decline in ad inventory due to less engagement and users on FB. Also gets into thoughts on attribution modeling and ideas for keeping efficiency in check.
Some interesting data and insights here from 3 TikTok ad accounts. Spark ads saw a higher conversion rate than normal ads. UGC with a face in the first 3 seconds outperformed all other creative. Fight creative fatigue by changing the sound/trimming 1-2 seconds off video. Beta features perform the best.
| GROWTH AND MARKETING
🙅♂️ The “Shrinking Sponge” Effect all Brands Hit ~$50M
We want to make sure we’re investing our capital in the right places. Of course we do. But what matters can’t always be measured cleanly in our attribution tools. And just because revenue is being attributed to specific channels (email, retargeting, etc), doesn’t mean they’re the ONLY channels that matter. Certain channels drive the last touch conversion. Others grease the wheels of conversion. Both are important.
🤰 Landing Page Teardown: Bump Boxes
Ryan Doney did an amazing 10 minute analysis of our homepage > checkout conversion funnel. He pointed out a bunch of problem areas we should look into, and also offered a few ideas for how to solve them. At the end of the video he walked through a couple landing page ideas that were fire.
| ORGANIC MARKETING
Super practical thread for reaching out to TikTok creators you want to work with, hashing out a deal, and managing them to get great video content. Includes outreach scripts and how to brainstorm angles with them, while striking a balance between staying on-brand vs. giving them creative freedom. You can take this and use it right away to start doing TikTok outreach.
| LEADERSHIP & MANAGEMENT
🙋♂️ AMA with Mixpanel Founder: Hiring + Interviewing
Suhail from Mixpanel/Mighty has interviewed over 2,000 candidates. He did an impromptu AMA on Twitter around hiring and it was fire. Read through the comments. There are so many amazing insights.. I can’t believe this site is free.