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Taylor Holiday

30 Jan, 9 tweets, 4 min read

1/ What causes long term sustained performance in an ad account?

🧵featuring real examples 👇🏻

If you explore the source of FB ad growth and subsequently revenue growth for eCom brands it is almost never a function of iterative improvements to ad creative or tactics over time.

2/ More often it is a series of moments that unlock an order of magnitude increase in awareness, engagement, traffic and performance.

These moments can be caused by:

A single ad
A big PR moment
A breakthrough campaign
A change in market dynamics
A new product release
Etc.

@QALORing

3/ The problem is they are very hard to predict and create.

I’ll give you an example of a few that happened for us @QALORing that changed our trajectory (and ad account performance) each time...

@andydalton14

4/ The first was @andydalton14 wearing a ring on @HBO hard knocks. It was the peak of the series popularity and they did a :30 piece on the ring he was wearing while playing.

See screenshot

Notice the traffic before and after the peak.

5/ This increased organic traffic let us alter our AdWords strategy, extract more post intent demand from new searchers and pull clips of the show to supplement our ad credibility.

6/ The next major moment was an ESPN article that we turned into a FB ad.

This article: espn.com/blog/nflnation…

Was turned into this ad:
facebook.com/10690666614861…

That DOUBLED our prospecting performance for 2 months during Holiday.

We didn’t solicit the ad, we just responded

@barbells_usa

6/ Another step factor growth came from a campaign/product release we did in partnership with Crossfit and a charity called @barbells_usa.

It was an awesome multi channel campaign.

And again you can see the spike in traffic that is sustained from that moment on.

7/ I have seen this “progressive peaking” play out over and over for brands that sustain growth and efficiency.

It’s these observations that form the foundation for my “4 Peaks Theory”

8/ Many see small iterative creative changes and tactical improvement over time as how you win.

And that can help.

But time and time again I see the causal chain move the other way.

Great marketing, stories, products and moments drive ad account success. Not the other way.

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More from @TaylorHoliday

Taylor Holiday

@TaylorHoliday

24 Nov 20

You've never heard of the brand from this screenshot.

They have no PR, no influencers going viral on tik tok, they just have 1 powerful thing...

Perfect, product-market fit

I share this, not to brag. We did very little. Really, look how simple that ad account is...

/1

I share this to remind MYSELF and all entrepreneurs that blaming FB for your ROAS is a cop-out.

When you can unhitch yourself from the idea that FB is screwing you, or is broken, or is not what it used to be, then you can begin the powerful process of self-reflection

/2

Understanding that FB is simply a distribution engine for your message moves you from victim to the one in control of the outcome.

From there, you can begin the hard work of making people care about your message.

Making your product so MAGICAL that people must have it.

/3

Read 5 tweets

Taylor Holiday

@TaylorHoliday

10 Sep 20

1/ Your brand is much more than a headline away from exit.

“Testing” as the highest value of marketing behavior is deteriorating “brands” down to a series of headlines and image variations.

At its worst it removes the “tester” of obligation to do deep, quality work up front.

2/ It (testing as the highest value) precludes any activity (like community development) that doesn’t fit neatly into a pseudo scientific measurement system or has a more latent value capture.

3/ It also favors “incrementality” over truly innovative thinking. The kind of thinking that isn’t rooted in an extrapolation of past results.

Read 10 tweets

Taylor Holiday

@TaylorHoliday

15 Jul 20

1/ There is an inverse relationship between the complexity of a topic and the amount of valuable learning material available.

Take eCommerce accounting: 15,300,000 search results

vs.

Facebook ad buying: 1,460,000,000

Its 100 : 1

and the problem is...

2/ Lack of accounting skill and cash flow management accounts for the most life threatening mistakes I see made in early stage eCommerce businesses.

Nothing is more important than mastering these skills.

But access to quality information for early stage founders is difficult.

@evrydaysprhero

3/ This is why we added @evrydaysprhero as the "CFO In Residence" of youradmission.co

To give all members access to a:

"Micro-fractional CFO"

A brilliant mind to access to help with any accounting issue at any time. 🤯🤑

Read 5 tweets

Taylor Holiday

@TaylorHoliday

5 May 20

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

Taylor Holiday

@TaylorHoliday

27 Apr 20

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…

Read 7 tweets

Taylor Holiday

@TaylorHoliday

21 Apr 20

@bambuearth

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"????

Read 5 tweets

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