Peter Quadrel

#paid-media - April 16, 2025 at 12:55 PM

I would move 20% over a day if results hold.

#paid-media - April 15, 2025 at 10:11 PM

Yeah unlikely, though I would not just turn off ABO assets immediately, I would run both concurrently and accept some overlap until ASC is at least steady.

#paid-media - April 15, 2025 at 09:45 PM

This is their new standard best practice. It can definitely help in some cases but it won't likely make a huge difference. I would suspect that you have more of a creative issue.

#paid-media - April 14, 2025 at 01:41 PM

ABO testing/prospecting

ASC winners/scaling

Lowest cost to start

7DC

#everything-marketing - April 14, 2025 at 01:40 PM

Of course!

#everything-marketing - April 12, 2025 at 01:18 AM

At first glance here are a few things!

High-Priority Improvements:
1. Clarify and Highlight Pricing & Variants
• The default selected product ("Hand Towel - Edge Stripe") at $22 may lead customers to initially underestimate cost.
• Suggestion:
◦ Clearly label pricing as "from $22" near the top.
◦ Consider defaulting to the most popular variant (likely "Bath Towel") to avoid confusion when price jumps significantly after selection.
2. CTA Button Optimization
• Your "Add to Cart" button currently blends in a bit with the page (standard black).
• Suggestion:
◦ Consider a brighter or more distinct color for the button to visually stand out.
◦ Alternatively, test a more luxurious or inviting phrase like "Add to Bag" which aligns better with your premium positioning.
Medium-Priority Improvements:
3. Trust Signals Near CTA
• You have nice shipping and return guarantees listed, but visually they're subtle.
• Suggestion:
◦ Add small visual badges/icons (e.g., a checkmark for "90-day returns," truck icon for "Fast Shipping") near the "Add to Cart" button.
◦ A small "Secure Checkout" badge/icon below or next to the CTA can increase confidence.
4. Better Placement of "Pairs Well With" Section
• Your cross-sell items ("You may also like") currently appear very far down the page.
• Suggestion:
◦ Move these cross-sells up, ideally placed directly below your primary product details or just below the reviews section.
◦ Clearly label it as "Complete the Set" or "Customers Often Bought With…" to encourage additional purchases.
5. Improving "Before and After" Section
• Your "Before and After" comparison is a great idea but visually unclear at first glance.
• Suggestion:
◦ Clearly label images ("Before" and "After") within the photo itself, and consider placing it closer to the top or immediately after the main product gallery to showcase the product impact earlier in the journey.
Low-Priority Improvements (Quick Wins):
6. Product Details Visibility
• The "Why You'll Love It" details section is valuable but currently lost between images and could be skimmed over easily.
• Suggestion:
◦ Bold key product benefits like "Quick-Dry Wonder" or "Spa-Worthy Softness" to instantly catch attention and improve readability.
7. Visual Repetition
• Some photos seem repetitive (e.g., similar stacked towel shots).
• Suggestion:
◦ Remove repetitive images or replace them with more

#paid-media - April 12, 2025 at 12:59 AM

Meta shared some best practices with select partners for Q2, saw this on X and thought I'd share:

ASC (Advantage+ Shopping Campaigns)
• Meta's definitely pushing this as their future-focused option
• Great for scaling ads that are already working
• Perfect for middle/bottom funnel strategies
• Where the platform wants everyone to end up eventually
CBO (Campaign Budget Optimization)
• Your go-to for testing with assets you've already established
• Not where you want to start with brand new creative
• Automatically shifts your budget to what's working
• Think of it as your optimization workhorse
ABO (Ad Set Budget Optimization)
• The underrated option when ASC isn't delivering
• Perfect testing ground for new creative
• Helps assets that aren't getting any love in ASC
• Collects the data you need before competing with winners
Some Practical Tips:
• Give campaigns a full week before making decisions (buying patterns change day-to-day)
• Keep it manageable with 6 creatives max per ad set
• Go broad with Advantage+ Audiences across campaigns
• Budget for at least 50 conversions per creative
• Match your test settings with ASC for smooth knowledge transfer
What's Coming:
The Q4 2024 algorithm update is doubling down on matching specific creative to different segments.

Basically - the more you can tailor your messaging to different audience segments, the better your results will be.

#paid-media - April 12, 2025 at 12:41 AM

It all starts with a forecast. If you have run something similar in the past you get a seasonal curve which you can apply to the current year/offer.

Then you backtrack from a profit goal into an efficiency/spend target by day.

Without historicals you're running off of a guess of what efficiency will look like with the offer at X spend.

So in that case the best you can do is adjust budget daily based on 1DC and actual sales, if there is room to spend more due to an over target actualized efficiency, spend more and vice versa.

Cost controls enable you to start with an efficiency target then spend as much as possible while (mostly) hitting that mark, so in that case you don't have to worry as much about keeping the target level with spend adjustments.

All of your questions are impossible to answer quantitatively without historical data as it's all too relative to the brand, offer, season, niche, aov, customer demo, macro environment etc.

Some general BFCM numbers though are a 7-30 day lead ramp up with spend right before the sale hitting 10X of status quo, keeping this constant through the entirety of the sale period with a taper towards the end and budget back to status quo post offer.

ROAS/MER/efficiency is expected to increase but, very high spends will pull this down. efficiency typically settles back to baseline or -10-30% for 1-2 weeks before returning to status quo.

Two resources that may help are:

1. Offer calculator to measure hypothetical effects of a given sale

   1. Efficiency forecast to understand spend's diminishing effect on ROAS/MER etc.

#everything-marketing - April 08, 2025 at 02:19 AM

Intelligems

#paid-media - April 07, 2025 at 07:45 PM

The machine is working as it should

#paid-media - March 07, 2025 at 06:58 PM

New social page/account yes, no domain for this particular setup.

#paid-media - March 05, 2025 at 04:48 AM

It’s niche specific, in general you have more returns and other CX issues with Shop.

But for low AOV skus/impulse buy products especially for younger demos, Shop does very well.

I think it is worth testing for most brands no matter the preconception.

#paid-media - March 03, 2025 at 10:00 PM

Would try to scale back budget before shutting it down. But if its spend multiple times the CPA and is under performing volume or efficiency wise usually safe to pause for a bit.

#paid-media - March 03, 2025 at 09:59 PM

For curator pages you usually just create them. You treat it like a niche curator page and post content.

#paid-media - February 28, 2025 at 07:37 PM

Hey—have been seeing a lot of brands struggling to target true net new audiences, wanted to share what’s worked for me.

Exclusions help a little bit depending on list size:
• Just exclude your customer list (CSV uploads)
• Block previous ad engagers
• Remove your IG/FB profile engagers
What’s working format-wise:
• Reels are driving most new discovery right now
• Static posts still work fine too Mix both, but put more budget to Reels for new reach
Keep messaging simple:
• Clear product explanation, no jargon
• Simple breakdown of how it works
• Visual proof it works
• Basics only - would grandma get it?
• Push diverse angles, styles and formats to reach net new
Expect different metrics from more full funnel campaigns:
• Lower CPM than your other campaigns
• Lower frequency
• Higher CPA (expected with cold audiences)
• Lower ROAS
Theme page approach…

Consider creating niche curator pages instead of just using your brand:
• Like “Jewelry Collectors” instead of your jewelry brand
• “Fashion Review” for apparel
• “Workout Tips” for fitness products
People engage more with curator/review content than direct brand ads.

Note: The further from the purchase objective you get (A2C, reach, etc.), the colder the audience. They’ll convert slower and often less profitably. At 9 figures brands have runway for this and see strong incremental effects.

#paid-media - February 22, 2025 at 11:10 PM

This is my plot, it’s part of a bigger tool but you can measure and forecast for the decline in ROAS/MER for every additional ad dollar spent.

Identifying the point at which you are no longer profitable or at maximum profitability (on first order).

This is the complete tool:

https://docs.google.com/spreadsheets/d/1nvMfCEO310Wq3YwuLjSNpPSaCGGnFAbieL8m4vVuSeM/edit?gid=1031690673#gid=1031690673

#general-chat - February 19, 2025 at 06:07 PM

There are a lot of levels to this. Fireteam has some of the best consistently creative content—real artisan compared to the direct response stuff out there.

#everything-marketing - February 12, 2025 at 09:56 PM

[switchboard.ai](https://www.loom.com/share/bff862c3d64d400c9841dcf5249120bb>

Use <http://switchboard.ai)

#general-chat - February 07, 2025 at 02:38 AM

GA4 but good.

#everything-marketing - February 05, 2025 at 08:48 PM

They sold out a long time ago, no longer worth it.

#paid-media - February 05, 2025 at 06:41 PM

ROAS target is the way to go.

#jobs-and-talent - February 01, 2025 at 01:40 AM

Wise and Remitly are the post popular. The lowest transfer fees would technically be crypto stable coins.

#paid-media - January 30, 2025 at 11:37 PM

Depends on your plan, would estimate 4-8

#paid-media - January 30, 2025 at 03:00 AM

Northbeam has the best data (more granular)

TW the best ease of use

#everything-marketing - January 29, 2025 at 02:51 AM

The root problem is that there was not enough potential spend per creative asset.

This new structure simply condenses spend.

If the initial budget was much higher you would have likely exited LP.

That said the new setup is an efficient way to test and will help exit learning through spend condensation.

Give it a test.

#finance - January 26, 2025 at 08:36 PM

https://www.irisfinance.co/

#general-chat - January 24, 2025 at 06:33 PM

Unless you’re a big spender you get a salesperson not an advertising strategist. Their goal is to get you to spend more, test new features, and implement best practices—in that order.

#finance - January 24, 2025 at 06:32 PM

More robust feature set in our case, demo both though.

#everything-marketing - January 23, 2025 at 04:01 AM

Whatever MER makes bank account go up.

#finance - January 23, 2025 at 04:00 AM

Would opt for Iris over Fina.

#tiktok - January 23, 2025 at 03:58 AM

Technically a legal gray area, still a volatile situation proceed with caution.

#paid-media - January 23, 2025 at 03:56 AM

Meta robyn open source + Geo lift for incrementality is the golden combo for enhanced attr.

#paid-media - January 23, 2025 at 03:55 AM

If you’re a bigger spender, absolutely worth it.

Saves a lot of time and you do see the lift—lots of cheaper and comparable solutions out there though.

#paid-media - January 23, 2025 at 03:49 AM

Meta spends on the warmest-most likely to purchase prospects first, so with every additional dollar spent your audience becomes colder and less qualified.

This leads to the unavoidable degradation of returns as you scale.

This is compounded by Meta’s need to “train” on this new audience to figure out how to convert them for you.

This is true for every ad platform as well.

Lower the budget or tighten the cost control incrementally until you start to see performance again.

It may need to go lower (or tighter) than you had it set initially.

#everything-marketing - January 23, 2025 at 03:45 AM

5-10%

#everything-marketing - January 23, 2025 at 03:44 AM

Depends on the ad the experience should just be fully congruent.

If you have multiple skus being shown that would lean collection, single would be PDP etc.

#paid-media - November 19, 2024 at 01:31 AM

In house data scientist, cheaper and more versatile, can do the same thing and build out the testing protocols. @Miriam Shanahan

#general-chat - November 08, 2024 at 10:53 PM

Thanks @Rajesh Kumar, hey @David Grossbard this resource may be of use, 30+ gift guides and a walkthrough.

https://www.loom.com/share/f38d2c0cc61a4db4856fe730c4c3306b

#paid-media - November 04, 2024 at 08:38 PM

Its around $9K/m with a 12 month lock in. Good service, it works to find some extra efficiency and clarity but there are better value solutions out there.

#paid-media - October 29, 2024 at 10:09 PM

Make them authority style pages on the niche that’s really it.

#paid-media - July 25, 2024 at 10:28 PM

Wanted to share this ad creative strategy planning sheet, a great way to bridge the creative team, media buyers and management.

https://docs.google.com/spreadsheets/d/14_JFxmD9SazIoE6DzjAAB05BdOspoXjzL5iecxYZ3UI/edit?usp=sharing

#paid-media - July 04, 2024 at 03:48 PM

For sure, the dashboard can optimize for LTV by using the LTV efficiency metric instead of first order metric, by stretching out the purchase period from 1 day value to a 90 day value—thereby optimizing for 90D ltv vs first order.

#paid-media - July 03, 2024 at 09:06 PM

It’s a matter of definition but typically first orders that contain a sampler pack, tasting kit, product bundle type offer lead to larger 60-365D LTVs.

Even if you don’t retarget with email, sms or ads the person who was exposed to the most skus on first order via an offer will on average have a higher near term LTV than the person that bought one sku.

The assumption being the products are good.

There are also certain single skus for every business that for whatever reason net the highest retention rates, so optimizing for those on first order is usually a good idea given a first order profit.

#paid-media - July 03, 2024 at 08:35 PM

Offers

@Mark Fagan

#paid-media - July 03, 2024 at 03:00 PM

Wanted to share this cost calculator to help optimize towards short term LTV values with ads, really useful for setting targets.

https://docs.google.com/spreadsheets/d/1gPnUixZyXm6V8ld1Y11Bf_1oleJ2GBqs2UhwXc2ezlc/edit?usp=sharing

#paid-media - June 27, 2024 at 04:37 AM

I would take a deeper look at your attribution CAPI, and integrations.

#paid-media - June 26, 2024 at 08:53 PM

Columns>>compare attribution

#paid-media - June 26, 2024 at 08:34 PM

What is 1DC

#paid-media - June 26, 2024 at 06:35 PM

Period in question

#paid-media - June 26, 2024 at 06:33 PM

Right