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Feb 19 • 8 tweets • 3 min read
A few random thoughts on what’s working and some tests you should run on Facebook Ads.

1. ASC is back to crushing it for us and some of the accounts I advise or audit. Last 7 days, conversion rates are higher than standard campaigns
2. If you’re running creator whitelisting, which you should be, you should test running to a personalized listicle. For example, if I’m the creator for @Feastables, the listicle should be “5 Reasons Why Cody Plofker loves Deez NUTZ by Feastables”.
P.S. @MrBeast send me Deez Nuts if you want to test that.

3. Modular Creative is everything. The best teams I’ve seen do a great job repurposing ad creative. We’ve been able to keep the same 2-3 concepts running as our top ad since September by just changing out the…
…hook and a few other elements of it. Work with creators to create assets which you can then repurpose for many different tests.
4. Speaking of modular content, the same holds true on landing pages. One of the best things you can do is develop sections of pages that you can then easily test. Use Replo to create them and easily test: replo.app/signup/cody-pl… #affiliate
5. Finally, not exactly FB related but Twitter Ads have by far the best 1 day click ROAS in @northbeam over the last 7 days. Lower spend, but still very meaningful.
If you enjoyed this brain dump, please give the first tweet a RT so others can see it too.

And to learn more in depth on FB ads, growth marketing, and everything else you should subscribe to my free weekly newsletter. Join over 7,000 other marketers, founders, and executives here: codyplofker.com/weekly-growth-…

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More from @codyplof

Cody Plofker Profile picture
Jan 17
ChatGPT and AI are going to take over and replace your job if you are a copywriter.

Here is 1 really amazing way to make sure you don't get replaced by a robot...

It should be illegal to know this...
Ready for it? @jonesroadbeauty is hiring a full time, real-live HUMAN copywriter. Despite what all of Twitter is telling you, AI isn't taking any jobs. If you're good at your job, no great at your job, you have nothing to worry about.

So if you're great at your job, see below...
First, the AI thing is a joke. If you've been following, I think all the AI threads are cringe AF. Don't be cringe.

Read 8 tweets
Cody Plofker Profile picture
Jan 8
A few semi-controversial opinions on paid media and DTC growth that I currently believe...
1. Media Buying Is Still Important...Kind Of

The best practices have changed. I don't think you can win on FB anymore with great media buying, but you can definitely make it hard to win with bad media buying. I still see too many terrible account structures that don't give...
...account a chance to really succeed and scale. In general, these smaller brands need more consolidation of campaigns, ad sets, and even optimization types. Media buying won't save you, but it can kill you. Which brings me to my next point.
Read 14 tweets
Cody Plofker Profile picture
Dec 24, 2022
As CMO, I'm tasked with driving the demand to double our 8 figure businesses from 2022 to 2023. Here are the 3 things I'm focused on to make that actually happen...
1. Forecasting

It all starts with forecasting revenue, spend, efficiency, and rturning customer revenue. There are people way smarter and experienced than me here so I won't share too much. But you need a model that uses cohort level data, as well as reasonable assumptions of...
...spend and efficiency. This will give you targets for revenue, MER, aMER, CAC, # of new customers, revenue from new customers. and from returning. You should have these on a monthly and annualized basis.
Read 27 tweets
Cody Plofker Profile picture
Dec 22, 2022
I Am Incredibly Bullish on Facebook Ads Going Into 2023.

This year alone, we easily spent over 8 figures and plan to double that in 2023.

Want to know a secret?

Media buying on FB is really simple. There are the only 5 things I focus on...
1. Creative

Look, we all know creative is important. But what does that mean? You need to constantly be producing and testing new creative. You need a combo of net new and iterative creative.
For net new creative, we shoot in house on a Sony A7 a well as iPhones. We have a full time videogrpaher who just shoots and edits all day.

We also shoot every 8 weeks with in a studio with an agency and get hundreds of new ads out of each shoot.
Read 21 tweets
Cody Plofker Profile picture
Nov 17, 2022
The sad reality is, your CAC is nearly guaranteed to rise as your DTC business grows. How do you offset that and stay profitable as you scale?

You need to increase Average Order Value (AOV). Here are 7 tactics you can implement to increase your AOV:
1. Bundles

This is a pretty obvious one, but here's our take. Every 2 months or so, we release a limited edition Kit (what we call a bundle). This comes with a discount off full price. But the biggest thing we do to drive value is include an exclusive product
We either include a Mini Miracle Balm or pull forward a SKU that we haven't released yet. How does it work? We just launched Holiday Kits today which will be in our top 5 of total revenue days to date, and AOV is $112 today.
Read 15 tweets
Cody Plofker Profile picture
Nov 15, 2022
We somehow managed to increase our budget on Facebook by over 200% while decreasing CAC over 15% by doing these 5 things:
1. Spending 40% Of Budget On Creative Testing

I used to think you should only spend 10% of budget on testing because that budget would be "wasted". We actually see better CPAs on our creative testing campaigns. Spend more on testing.
2. Not Having Traditional Testing And Scale Campaigns

We don't do traditional scale and then graduation. We do have a main campaign that our top 5 ads will live in, but we keep 75% of "testing" ad running until they no longer work.
Read 9 tweets

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