Kent Wilson's Profile
Kent Wilson
Recent Messages
#paid-media - March 08, 2025 at 06:48 PM
I mean, I don't have any experience with Meta where they wouldn't spend my budget on lowest cost. So I couldn't even guess.
#paid-media - March 08, 2025 at 04:07 PM
This is so strange.
#paid-media - March 04, 2025 at 11:27 PM
Website for us. We have key UX and content/context people need to find the right product.
#paid-media - March 02, 2025 at 05:01 PM
No, I believe they basically start fresh with new IDs, unfortunately.
#paid-media - March 02, 2025 at 04:53 PM
In the past I have had to duplicate campaigns to try to comb out weird technical issues. Never faced this one though.
#paid-media - March 02, 2025 at 04:39 PM
Less than 20% of budget on lowest cost? That's bonkers. Doesn't make any sense.
#paid-media - March 01, 2025 at 06:55 PM
Yeah none of these are in the red zone frequency wise.
On a lowest cost CBO, your account should be spending your whole budget within very small variations ever day. So if that's not happening there might be something foundational going on in the tech or ad account set-up.
#paid-media - March 01, 2025 at 05:12 PM
Some more tactics for you if this is a TOFU issue:
#paid-media - March 01, 2025 at 05:05 PM
Here's whats winning for us currently: UGC mashups -
This ad has relatively low frequency (just over 2), and a ROAS of 5 over hundreds of thousands of impressions in Q1 so far. It's CPA is about half our typical winners.
#paid-media - March 01, 2025 at 05:03 PM
At your spend you probably shouldn't be hitting major frequency issues. But it mostly comes down to your addressable market and the goals of an ad set or campaign.
But, rule of thumb - If anything I put into market starts getting over 7 frequency, that's a problem. It means the ad/ad set is just hammering a tiny cohort of my audience. If the CBO is hitting 5+ frequency across ad sets, then again, you're retargeting heavy.
If you're running a major sale over a short period, take that into account because Meta will actively go after MOFU and BOFU audiences. That's fine during a short burst.
But if you have a high frequency over a month+, then you're going to need to either do more outside of the account to get more people in market (influencer seeding helps here), or get more TOFU oriented creative into your account.
#paid-media - March 01, 2025 at 04:52 PM
So only thing I can think of is you're not expanding the top of the funnel enough. When you have a CC structure that previously worked and then stops spending (with high frequency to boot), it's because there's not enough TOFU "audience warming" happening. Either inside or outside the account.
Ash talked about this recently:
"First, let me set the stage: Our Meta account runs on cost caps, and about 95% of our ads were static images. This strategy worked for a long time because we had strong organic visibility driving top-of-funnel awareness through influencers.
So basically, we were using Meta to harvest the middle of the funnel.
Here's where things fell apart: During Q4, our influencer content slowed down. No viral moments. No major organic pushes.
It was safe to say, without that top-of-funnel content, we were tapping out audiences pretty quickly with our ads. Spend dropped dramatically when the calendar flipped.
It became clear we needed to shift from static to video, especially to content that felt authentic.
So we started whitelisting."
tl/dr they had a ton of awareness building happening outside their acct last year so Meta was optimized for MOFU content. When that went away, spend + traffic dropped like a stone.
Fix has been whitelisting creator/influencer content to warm the funnel in Meta".
This is getting a bit long, but I'll add another couple of points...
#paid-media - March 01, 2025 at 04:37 PM
How long have your creatives been in market / how often are you refreshing?
#paid-media - March 01, 2025 at 03:44 PM
What does your creative mix look like?
#wins-and-humblebrags - January 17, 2025 at 10:20 PM
Our booth in Stuttgart, Germany for an RV Show.
#announcements - January 06, 2025 at 08:19 PM
@Jai Dolwani is super bright. Lots to learn from him.
#canada - December 10, 2024 at 12:50 AM
Yes we do.
#paid-media - November 25, 2024 at 07:59 PM
Nice!
#paid-media - November 25, 2024 at 07:49 PM
Which one are you using Johnny?
#paid-media - November 22, 2024 at 11:55 PM
I am not a designer, but I made a lot of our early ads on Canva with pictures I took myself. There are options like that can provide you with battle tested static ad templates.
#paid-media - November 22, 2024 at 11:13 PM
Seed influencers and creators. Whitelabel the best stuff. License everything else, Find a good video editor who understands DTC ad and get them to make edits and mashups of the UGC.
#canada - November 22, 2024 at 04:37 PM
RV leveling accessories. We made a new category and they are onboarding a couple of our best sellers.
#canada - November 21, 2024 at 08:53 PM
Canadian Tire is going to put our products into 47 stores next year 💪
#canada - November 15, 2024 at 05:28 PM
Everyone ready for Canada Post to go on strike just in time for BFCM?
#wins-and-humblebrags - July 18, 2024 at 04:01 AM
Holy crap, we broke a quarter of a million in two days.
#amazon - July 17, 2024 at 08:00 PM
6X for us.
#amazon - July 17, 2024 at 03:12 PM
We did better than 2X of our Day 1 Prime Day last year. Single biggest DTC day for us ever (across Amazon and Shopify).
#amazon - July 17, 2024 at 12:25 AM
Six figures in one day 💪
#amazon - July 16, 2024 at 07:54 PM
We've already beat day 1 of Prime Day so far.
#paid-media - June 26, 2024 at 06:43 PM
How does one interpret these destinations?
#paid-media - June 26, 2024 at 06:41 PM
That's this report I assume?
#paid-media - June 26, 2024 at 06:34 PM
?
#paid-media - June 26, 2024 at 06:34 PM
This month or during the period in question>
#paid-media - June 26, 2024 at 05:49 PM
Update on this - Massive turnaround the last 5 days or so. As in a $50 drop in average CPA.
#paid-media - June 21, 2024 at 10:07 PM
Pulled out of ASC this month.
#paid-media - June 21, 2024 at 06:54 PM
Huh. Thanks for the heads up.
#paid-media - June 21, 2024 at 06:47 PM
Wait, so FB will now lift text from the description and put it into a body copy position if text optimizations are on?
#paid-media - June 21, 2024 at 06:44 PM
Has anyone seen something like this recently?
Here is one of our FB ads:
As you can see, the body copy is "learn more". Which is actually the description in the ad build. None of the actual body copy we have in the ad build is appearing.
#wins-and-humblebrags - June 18, 2024 at 04:22 AM
Sounds good. You know my email!
#paid-media - June 17, 2024 at 11:28 PM
Not heavy, but considering re-doing all of the campaigns with it as a destination now.
#paid-media - June 17, 2024 at 10:48 PM
Saw this on Twitter.
#paid-media - June 17, 2024 at 10:40 PM
Our best performing ad is the same. Lots of clicks and spend, CPA's have increased by 70% this month,
#paid-media - June 17, 2024 at 10:40 PM
Hmm. Very strange.
#paid-media - June 17, 2024 at 04:10 PM
Nope, made in the US.
#paid-media - June 17, 2024 at 04:08 PM
RV SnapPad
#paid-media - June 17, 2024 at 04:07 PM
We do very well with influencer and creator seeding on YT, which is our top awareness channel according to surveys. But FB has always been our top paid channel. I improved CPA's by about 30% last year, but they started creeping up again in March and have bottomed out for me this month.
#paid-media - June 17, 2024 at 04:04 PM
Where did you shift your spend if you have moved away from FB?
#paid-media - June 17, 2024 at 04:04 PM
No clue. Previously best-performing ads with hundreds of thousands of spend behind them have fallen away. Other new ads that did well the previous 4+ weeks also fell off.
#paid-media - June 17, 2024 at 04:03 PM
Can't put our finger on it. Deployed a bunch of new creative last month, but we'd pruned a lot of that back.
Even long-time best ads have seen their CPA's balloon by 40%+ this month.
#paid-media - June 17, 2024 at 03:22 PM
June's been the worst month on Meta for us in over a year. Very stable performance in Q1 and much of Q2, but June's fallen off a cliff right at the start of the month and has only gotten worse.
#wins-and-humblebrags - May 31, 2024 at 05:21 PM
We just had our first $800k+ month. And we surpassed $20M all-time.
FWIW Amazon has been our biggest growth channel this year.