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Brands relationship with ROAS

0 - 5M FB Default ROAS is awesome!

5 - 10M Blended ROAS?

10 - 20M Last click feels safer?

20M+ We give up🤷‍♂️
Also brands spend allocation:

prospecting/remarketing/existing customers

0 - 5M 90/10/0

5 - 10M 60/30/10

10 - 20M 40/30/30

20M+ 10/40/50
Eliminate the single account ROAS.

Market to existing customers in owned channels. (E-mail, SMS etc.)

Define targets for various funnel stages.

ROAS works when you work it.
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More from @TaylorHoliday see all

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taylorholiday
@TaylorHoliday
1/ Healthy Traffic Pie.

([Visitors] x CR x CM) - VC = Profit.

Continuing the series on eCommerce growth I want to breakdown what your traffic sources should look like as you grow.

Start here 👉🏻
2/ A few TLDR general principles regarding traffic:

The more diverse your channel sources the better

50/50 split between paid and organic traffic is a healthy mix.

Organic:Paid new customer acquisition ratio is a critical metric.
3/ A few visual examples:

Early traffic pies will likely over index on paid.

Here is one of our own brands. At approximately $4M run rate.

As you can see:

Organic Search + Direct = 20%
Paid = 60%

Over time we want to see direct, organic and email all claim larger slices
Read 6 tweets
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taylorholiday
@TaylorHoliday
1/ 4 Quarter Accounting: A philosophy on how to attack profitability for early stage eComm.

Watch this video to start:

youtube.com/watch?v=w4zXh2…
2/ This simple rubric for evaluating your P&L will give you a sense of whether your business is set up to win.

25% Profit
25% Cost of Delivery
25% Cost of Acquisition
25% Opex
3/ Here are some sample P&L's from made up companies that show how to set up the view:

drive.google.com/file/d/1XrPMqv… Image
Read 7 tweets
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Taylor Holiday
@TaylorHoliday
1/ A virtual "thank you" card for the all-female production staff keeping @bambuearth earth running??

Ok, ok, ok Amber and @KohlmanVerheyen you did it again.

This email is so incredible.

Signed by the customers???

Here it is, steal it, use it to celebrate your team...
2/ First this subject line: Made with gLOVEs!

Somebody heat check that copy writer.

Then the gif? Are you kidding me?
3/ More authentic copy explaining how Bambu is keeping their employees and customers safe during this time...

And then the unexpected CTA.

"Sign the card"???? Image
Read 5 tweets

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