#paid-media

100% ignore that newsletter

Every campaign set to purchase and broad targeting.

Based on the business, exclusions I use are:
• past 180 purchasers
• customer email list
• past 30 day web visitors
• klaviyo email list non-purchasers
At certain moments like BFCM I may user retargeting campaigns, however broad will retarget naturally so dropping relevant exclusions based on the moment is fine.

Use retargeting if you want to ensure you get a message out to a cohort of people.

Why would you exclude web visitors if you don't have a separate campaign strictly for retargeting? @Fergal Dinan

My ASC campaign includes them. My acquisition campaign is finding new ad concepts that reach new people. If I can find ads that hit my target with exclusions it’s a solid signal

And remember, ads still retarget users with exclusions. Just not users who have clicked and visited the website and left.

I don’t want to keep targeting people who hve interacted and not purchased

if you had a physical shop, Would you waste your time trying to convince people to buy who walked in the store, had a look around and left

Or would you rather bring new people into the store?

This is the same scenario

Right, but most people that interact and walk into the store, don't buy on the 1st interaction. So you're removing them from seeing more.

Or are you assuming the ASC is then picking them up potentially?

What makes you think people don’t ever buy the first time they come in? They could be in the market for your category for a long time.

But yes, the ASC can pick them up as well.

But I have a client that sells $100 lunch boxes and the campaign with site visitor exclusions does very well.

I think there is a misconception in how people shop. People saying it takes XX weeks from first interaction. But what they don’t know is how many brands and products that person has been looking into before they come across your brand

I'm not mad at that either haha

But, based on Klaviyo sign-up forms, which track 1DC subscriber purchasers, it's certainly (for us at least) pretty minimal in terms of click ad, purchase, in one interaction.

I wish that weren't the case though haha

Campaign 1 - ASC (past customer exclsusions)
Campaign 2 - BAU, excluding past customers and 30 day web visitors

Very similar in performance, however as campaign 2 has 30 day exclsuions I'd say it's bringing more lift than my ASC

Also both on cost controls.

Campaign 1 - ROAS goal
Campaign 2 - cost caps

Great discussion. Thanks @Fergal Dinan

Anyone here who has a swipefile with BF ads?

following

Worth getting creative os even for the end of year if you need to make Black Friday and holiday ads. Has templates you can use.

Or you could sign up to magic brief 14 day free trial and see a swipe file on there

I’ve been thinking of getting creative os for evergreen ads as well because we don’t have the funds for a graphic designer so it’s going to be me (the media buyer/creative strategist) making it. 🤪 is it a good solution? @Fergal Dinan

I use motion that has swipe files but not sure if the trial gives you the swipe files. Give it a try though

@Jackie Zischang that’s the point of it - makes it so easy to make ads that anyone can ise

This hurt my brain

It’s not 2017
Burn this with fire