Rob Golterman

#paid-media - April 23, 2025 at 12:13 AM

@Peter Quadrel This is really cool, thank you. Marketing Operators pod recently touched on this, but feels like a big deal that Meta is more or less officially backing the idea of a testing campaign (I’m relatively new to this, but haven’t seen that before).

Would love to hear your thoughts on some questions that pop up for me:
• So for a smaller brand, the very basic setup would be 1 Testing campaign with ABO and 1 ASC campaign? Or would ABO testing and CBO scaling still be the play for a smaller (<$5M) brand?
• A little confused where CBO comes into play. What would it mean to test established assets? The concept of shifting budget to what’s working isn’t unique to CBO, ASC also does that.
• 6 creatives max per ad set --> For testing, seems simple enough to structure each new creative test as a new ad set. Add new variations later on after losers have been turned off. But for ASC/CBO, how do you manage to keep it to 6 ads in a set? By simply starting new ad sets within the same campaign once an ad set reaches 6?
• Related to the above, but should each ad set target a different audience? Meta is talking a lot about creative diversity, do you want to diversify as much as possible within an ad set? Or have each ad set with creative really specific to a type of audience? And we want to include a variety of ad formats (statics, UGC, brand produced) within each ad set right?
I know that’s a lot, but the more I learn, the more campaign structure in meta feels like magic. There are some principles that seem to hold true and are repeated across creators, channels, etc. But I see so much variation in what experts are doing in their meta accounts, that it feels a bit hard to really know what to do.

Would love any thoughts you’re willing to share!

#everything-marketing - February 09, 2025 at 03:41 AM

<@U07KL3TGX8X> This is awesome. I’m still looking through, will shoot you some thoughts when I process everythign

#everything-marketing - February 09, 2025 at 03:40 AM

@Sandeep Bansal Thanks for the input!

#everything-marketing - February 06, 2025 at 05:49 AM

Does anyone have a strong understanding around creator / UGC / influencer marketing they can share to help shed some light on a topic that feels like a huge can of worms? Especially around Tik Tok vs Instagram right now.

Nik had some really interesting points on leveraging Tik Tok creators for top of funnel creative: 1) That they are relatively better value for building awareness than solely relying on Meta ads; and 2) You can leverage the highest performing creative in your paid ads to improve conversion.

This sounds very appealing, but I have a couple questions/topics I don’t understand, mostly around how this Tik Tok creator strategy compares to traditional ‘influencer’ marketing on Instagram:
1. Is this ‘arbitrage’ Tik Tok specific? Is it because Tik Tok has a better interface for finding / working with creators compared to Instagram?
2. How does finding Tik Tok creators relate to what I understand as a more traditional ‘influencer marketing’ tactic of searching for micro-influencers, doing product seeding, and bringing them on as affiliates? Is that traditional process just more of an Instagram thing because of the way Tik Tok allows you to interface with creators?
3. How highly would you all prioritize Tik Tok over Instagram right now for smaller brands who have minimal creator / UGC / influencer led content?
Nik’s recommendations for Tik Tok were really exciting, so I’d love to hear any thoughts you all have on the above.

#everything-marketing - December 23, 2024 at 07:20 PM

Really awesome, thank you. I’ll let you know how it goes

#everything-marketing - December 23, 2024 at 05:09 PM

Love it, thank you. Really helpful to have a rule of thumb to think about as % of ad budget.

In terms of agency vs UGC vs videography / photographer… What do you think would be a good starting point for most brands?

#everything-marketing - December 21, 2024 at 02:27 AM

Looking for thoughts from those who have effectively scaled their marketing operations: How hands-on do you get with your creative? At what size did you begin outsourcing creative production? Either via UGC creators, professional photographers / videographers, marketing agencies, etc…

I’m getting to a point where I feel like I’m hitting a ceiling on the photos I can take for static ads and how quickly I can film and edit video ads. I think I can push it further, but don’t want to hold the business back if creative becomes a bottleneck.

#logistics-operations - July 30, 2024 at 04:17 PM

Can anyone share their experience / tips for effective communication and project management with Chinese manufacturers?

Managing our supplier has become a big stressor as our order volume and complexity have grown. I’d love to create a more organized system to increase transparency and keep both parties on track. Any experience you can share would be awesome.

E.g.:
• Experience setting up an order management tool / project management process for increased visibility and organization?
• Potentially working with a third-party translator for more effective communication and project management?
• Thoughts on scaling beyond your manufacturer’s capacity (move on to a new manufacturer or give them a chance to expand their machinery?)

#general-chat - July 08, 2024 at 03:04 PM

How do you get customers excited about leaving reviews, posting about you on social media, etc.? E.g. what’s Jolie’s secret that allows them to live in the e-commerce utopia of “not being in the business of writing emails”?

#everything-marketing - May 17, 2024 at 04:00 PM

@Deb Mukherjee Another vote for Amped.. excited to try this out down the road

#everything-marketing - May 17, 2024 at 03:59 PM

@Fames Chocolates I’m an idiot, didn’t know Klaviyo could do this. This is exactly what I need for right now for entry-level pop up game

#everything-marketing - May 16, 2024 at 10:49 PM

Also a larger theme I’m noticing… for the early days of a store (where I’m at) there are lots of apps that would work just fine. Just need to pick one within my budget and get it running to test it for myself.

#everything-marketing - May 16, 2024 at 10:41 PM

@Nick Selman Love the flat pricing rate, but it’s a little more than I need right now, looks really cool for down the road.

@Rachel Connors I think this is the one Nick mentioned in a recent podcast episode, I’ll check it out.

#everything-marketing - May 16, 2024 at 10:30 PM

Can anyone recommend a good app for email collection pop-ups in Shopify? Specifically looking for something with good exit intent pop ups. (Also, if you have advice on how to set up a good email marketing strategy, I’d love to pick your brain - I’m making good sales directly from ads with no ‘offer’ and don’t want to lower conversion rate bc of pop ups or lower AOV by offering discounts to someone who doesn’t need it - which is why I think starting with exit-intent pop-ups is probably the way to start, but maybe I’m missing something.)

#everything-marketing - May 14, 2024 at 11:16 PM

@Dana Doron Not sure if you found what you’re looking for, or if this meets the criteria, but I’ve been using SEOAnt - Sticky Cart on shopify and I think it has the functionality you need

#paid-media - April 23, 2024 at 06:07 PM

This is all super helpful. Seems like there are a couple approaches in here: 1) ala @Sebastian Valiente, Spend Based: after around $100 (give or take, depending on your budget, brand, etc.), if the CPA isn’t within 10-15% of what you hope for, you can abandon that ad; 2) ala @Fergal Dinan, Results Based: after around 50 purchases, the CPA will be reliable stable (for that specific budget); 3) ala @Peter Quadrel, a more scientific approach that blends a few indicators (sample size calculation, AOV multiple, CPA/ROAS delta). (Hopefully I’m not misunderstanding what you all were conveying).

#paid-media - April 23, 2024 at 01:44 AM

Gotcha - so how do you reconcile changing CPA early on in an ads lifecycle? E.g. it might take $20 of spend to get the first sale with that ad, but then as Meta’s algorithm learns, it might make 3 more sales on the next $20… When do you consider the algorithm has learned enough that the CPA is an accurate representation?

#paid-media - April 23, 2024 at 12:22 AM

Paid ads 101 question for the experts: What metrics/tactics do you use to determine your ad is done ‘testing’ and the CAC you’re seeing is indicative of its performance? E.g. Certain number of impressions, certain amount of $$ spent, etc. (I ran some of my numbers through statistical significance calculations, but the results didn’t seem to match reality). Interested in general principles and Meta-specific strategies.

#everything-marketing - April 03, 2024 at 10:18 PM

@Aditya Mahapatra How do you think about using influencer to ‘unlock many different audiences’ vs being selective about influencers who seem to be aligned with markets you know work?