1/ We're seeing an 11% MoM increase in FB ROAS and a 19.9% decrease in CPA, while our CPMs are 16.5% higher, and while spending 167% more. Oh, and this is with being out of stock of our best sellers.
Here are a few things I've done to the account...
Here are a few things I've done to the account...
2/ 1. Consolidate it hard. Dropped ALL interests, merged unnecessary campaigns and ad sets, and consolidated all retargeting into one. No turning back.
3/ 2. Lightened up on exclusions. We used to do proper hard exclusions. I noticed we were getting a huge delta between CPA and true new customer CPA (@triplewhale) calls this NCPA.
4/ I'm talking like up to 30% differences. So I tested with only excluding purchasers 180, and there's a very minimal delta between CPA and NPA now.
5/ 3. I also consolidated our UK and CA campaigns into our main prospecting, and there's no turning back. There are pros and cons depending on your business objective, but I thought it was the right move for us. It makes managing the account much easier.
6/ 4. Finally, let's talk creative. Part of the reason I paused all interests was to move more spend to dedicated creative testing campaigns. If broad works for you, I highly recommend it.
7/ Sure you might find a 10% increase in efficiency with an interest, but if you go broad and test more you might find a 200% increase with the right creative.
8/ We've been launching a lot of whitelisted UGC, and it's doing well. We've also launched our best TikToks on FB, and it's been a game changer. Highly recommend testing it. Our CTR is up 136% MoM and CPOC is 2016 level cheap.
9/ The best part? We have a huge launch on Monday that is going to become our #2 sku, and we have some amazing creative for it. I'm gonna scale this baby to the moon.
10/ I hope this helps. What I share here won't work for every account, but it's working for us and I highly recommend at least testing it.
What questions do you have for me? I'm about to hit the golf course, but I'll answer them all when I get back.
What questions do you have for me? I'm about to hit the golf course, but I'll answer them all when I get back.
11/ If you find this type of thing helpful, please give me a follow @codyplof and subscribe to my newsletter where I go more in depth on topics like this: codys-newsletter.beehiiv.com
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