Taylor Holiday Profile picture
CEO Common Thread Collective. Metaverse prepper.
Anfernee Chansamooth Profile picture andrew Profile picture dragondelis 🇺🇦 Profile picture JeungEd Profile picture Dean Brennan Profile picture 7 added to My Authors
May 20 22 tweets 31 min read
Ecommerce Growth Rundown 🧵

10 articles. 10 tools. 10 takeaways.

Maximum growth begins below. 1/

Article: “How to Scale Facebook Ads Profitably for Your Shopify Ecommerce Store: Cheat Sheet, Structure & 27 Examples” by @adrianneaustin_

Tool: “Consolidated Ad Account Google Sheet and Video Tutorial”

bit.ly/3G25GDr
May 19 7 tweets 1 min read
“The Shrinking Sponge”

A common phenomenon ecommerce brands encounter as they scale towards $50m in annual revenue.

Because even the largest ecommerce brands can fall into dangerous territory if they don’t avoid this.

Let me break it down for you. 1/ What is the shrinking sponge?

The “sponge” is your active-customer file. The sponge shrinks when you stop marketing to new customers and focus your efforts on “squeezing” your current customers for more purchases.

A smaller sponge means fewer new customers.
May 16 7 tweets 3 min read
Want to benchmark your AOV against ~220 eComm brands?

You can. Here's how.

But you shouldn't. Here's why and 2 better ways. The People have spoken and I have once again acquiesced. For I am a servant of The People - and @digitallynativ - even if it's against my better judgment.

We've added AOV to our weekly data update: bit.ly/3KgPijo
May 13 11 tweets 7 min read
10 tweets to prove 1 thing:

Email only scales ecomm business if you anchor it to paid media *and* hold every send accountable for revenue.

Here's how. Image 1/

For more than 10 (and this one counts), jump over to @carodare + @CassidyMonforte's article on email mistakes.

Especially the first on Disconnecting LTV from Profit bit.ly/3laUtqg
May 9 19 tweets 5 min read
1/

Last week's eComm "fire sale" wasn't a new trend. That doesn't make it less painful or scary.

Here's what it means.

And the #1 thing you can do to win. 2/

Indexed against their peaks from the last 2 years, public DTC companies and the tech that support them are down 78%.

Many are now less valuable than they were pre-pandemic.

(Additional data panels coming Thurs: bit.ly/3KgPijo)
May 2 12 tweets 3 min read
$2 of ideas for every $1 of spend.

This is the governing principle of our creative strategy for running a fb account.

Here’s what it means and how it works (including a free template): “Failure comes from the failure to imagine failure.”

Most ads don’t work.

This is a reality that we don’t plan for nearly enough.

And because we run almost all of our campaigns on cost caps, failure means not spending.
May 1 6 tweets 2 min read
It’s the first of the month, stop and check your ad account.

Do you have enough spend planned to reach your goals?

If not, here’s 3 campaigns to launch right now and help you get more quality volume: 1. Build a categorical product feed based on “your best products for spring”

Launch as a DABA with cost cap.

Exclude existing customers.

Copy should highlight why the products solves a problem for today!
Apr 30 9 tweets 3 min read
Underrated eComm storyline nobody's talking about:

Even in the hardest year I've seen, brands keep growing. About 27% year over year. Here, look: bit.ly/3KgPijo

So what's going on? The best explanation is a combination of survivorship bias + brands getting smarter.

We used to be in "The Arbitrage Era." Facebook ad success gave entrepreneurs the opportunity to build their businesses while the game was simply way easier.
Mar 11 6 tweets 2 min read
1/

Six years ago, I wrote a post and recorded this video where I compared Facebook Ads to a “Genius Genie”:

My big push?

Have an infinite ad budget as long as you’re making profit! 2/

In those days, we were constantly trying to convince people to spend more on ads. Get away from constrained budgets. Set a ROAS target and spend spend spend as long as you hit it.

There’s logic to that. Until you remember that inventory is a thing.
Feb 28 13 tweets 4 min read
I believe Facebook/Meta sentiment is going to shift in the public

Here are 10 ways it might happen: 1. It starts with the thought leaders
Just this week I heard multiple “positive” meta conversations

@SahilBloom and @gregisenberg talking with @nikitabier

podcasts.apple.com/us/podcast/whe…

and

@lexfridman interviewed @zuck for over 2 hours.

podcasts.apple.com/us/podcast/lex…
Feb 26 9 tweets 3 min read
My favorite eCommerce metric that no one talks about.

"Quick Ratio"

Why it’s my favorite metric for determining your “growth health”

How to calculate it

and

How to improve it. 👇🏼 I have talked about the idea of the "shrinking sponge" (read tweet thread) before but didn't have a great way to display the idea numerically...

Until I discovered Quick Ratio

Feb 19 20 tweets 5 min read
Last 28 days Yoy Performance:

Facebook

Spend: -33%
CPM: +21%
Rev.: -53%
CVR: -35%
ROAS: -30%

Sitewide

MER (Rev ÷ Spend): +5%
Total Sales: -4%

Interesting 🤔

An analysis about why it’s more hopeful for eCommerce brands than it appears 👇🏼 First, you should subscribe to this weekly data newsletter so you can get this data delivered directly to your inbox every week.

content.commonthreadco.com/ecommerce-data…
Feb 14 10 tweets 4 min read
Do you think the @coinbase commercial pays off on an LTV:CAC basis?

Let’s check the #’s… First the price of the spot was $6.5M…
Jan 14 20 tweets 5 min read
A detailed example of how we created a "peak" in a down season for @QALORing

Teaser: It's not a hack or single ad.

Let's break it down... If you haven't yet read my thread on "4 Peaks Theory" I would start there as this might not make sense:

Jan 13 7 tweets 2 min read
What drives ad account success?

Is it story and marketing? Or the next best ad?

Many businesses are on a hamster wheel of constantly trying to create the next best ad. It's an endless, volatile cycle.

Ready to break free? Let’s talk four-peaks theory … 1/ Look under the hood of many DTC brands and you’ll see they rely on a two-peak revenue model in which they experience massive spikes in revenue twice a year.

However, these peaks are followed by deep valleys in which ROAS and volume decline.

It can look something like this
Nov 13, 2021 7 tweets 1 min read
~35% of DTC paid acquisitions will NEVER be profitable on a LTV:CAC basis.

This data point that was shared with me on a call this week by a massive data provider.

How is this possible?

Here’s 5 reasons… 1. The marketing team has no insight into unit economics.

COGS, return rates, transactions fees, shipping costs, fulfillment fees aren’t transparent making setting accurate targets impossible.
Nov 11, 2021 8 tweets 3 min read
Introducing the largest publicly available (fact check?) eCommerce data set.

~230 brands totaling $2.3B+ in annual online revenue and over $250M in spend

Updated weekly at: commonthreadco.com/blogs/coachs-c…

Thread with benchmarks and YoY %-changes 🧵 *Notice before reading the thread*

Data doesn't give you answers it helps you discover the next questions to ask.

Benchmarks are generally useful and specifically useless.

Use this material to provide context to your journey, challenge your perceptions and then keep digging...
Oct 28, 2021 6 tweets 2 min read
What is Facebook's name change really about?

FB recognizes that their largest threat has come from losing the hardware battle (phone) that became the default access point to their business.

Think of it as a critical bridge or port in a physical war... With control of the bridge (phone) Apple has been able to squeeze FB's revenue under the banner of "privacy restrictions".

Because FB needs apple (and Google) to access its users they are vulnerable to further constraints.

This dependency is a massive risk.
Jul 13, 2021 12 tweets 6 min read
1/ The eCommerce Growth Syllabus:

Read and master these 10 pieces of content and you'll be an unstoppable force of PROFITABLE growth

👍🏻Facebook Ads
🛍Google Shopping
📺YouTube Ads
📧Email
👩🏽‍🌾Influencer
🖼Ad Creative
👯‍♀️LTV:CAC
💲Accounting
📈Forecasting
📆Calendaring

Lets go... 2/ 👍🏻 Facebook Ads

"How to Scale Facebook Ads Profitably for Your Shopify Ecommerce Store: Cheat Sheet, Structure & 27 Examples"

Brought to you by @adrianne__v, the prodigal child, fresh off her return to CTC!

commonthreadco.com/blogs/coachs-c…
May 14, 2021 7 tweets 2 min read
If you have applied for a job with us and received an email from commonthread.us PLEASE DO NOT RESPOND.

Here's a story about a wild Linkedin scam going on... Last night we received this email from the parent (a lawyer) of a new hire for a job at CTC.

He was wondering why we were requiring that he purchased $2000 worth of computer equipment before starting the job.

We see you "Jacob Hearnsberger" 👀... Image
May 6, 2021 9 tweets 3 min read
If you are interested in culture-building within a company,

I want to have a conversation...

To start I need you to read this article from @balajis

1729.com/founding-vs-in…

Then let's talk about a couple things... 👇🏼 I resonated DEEPLY with this idea of "Read-only Culture"
and producing it is one of my biggest concerns as a leader...

You can dive further into the concept in this thread:



continuing...