Most ecom brand owners obsess over in-platform ROAS.

The brands actually printing? They play a completely different game.

Here's the playbook I gave a client doing 130% YoY growth to finally break past a 2x blended ROAS:
🧵 First thing I told them: Your ads aren't the problem.Your return customer rate is.

They were at 22%. The apparel brands I work with running 6x+ blended? They're at 37-60%.

Getting someone to rebuy costs way less compared to cold acquisition, which increases blended ROAS↓

I’ve built a billion-dollar brand from scratch

If I was starting over today these are the exact strategies I’d use to:

- Navigate rising customer acquisition costs & shifts in consumer behavior
- Rethink key elements like product positioning, retention strategies, and creative execution
- Hit the billion dollar mark again in a fraction of the time

Thread: 1. Build out a full email marketing automation infrastructure

All the flows from day 1:

- Pre-purchase flows
- Post-purchase flows
- Customer win-back
- Customer replenishment flows
- UGC review flows
- Content acquisition flows
- Etc.

You want to not only build out every single flow but make them long

If someone ends up giving you their email or SMS, they’ve entered the ecosystem and they won’t fall out until they’ve been sufficiently blasted with marketing

Most brands wait years down the road or they take it slowly to get this flows built out

Build them immediately and quickly and you’ll scale super quick and super profitably

Same goes for the website.

If I needed to target Obese people, here's the Meta ads interest audiences I would create

pasted below so you can copy into audience manager

bookmark this one Papa John's Pizza, Domino's Pizza, Sausage, Take-out, Krispy Kreme, McDonald's, Papa Murphy's, Desserts, Sandwich, Hot Dog on a Stick, Cornbread, Taco, Hot Pockets, Doughnut, Ice cream, French fries, Round Table Pizza, Dumpling, Chick-fil-A, Cake, Pizza Hut, Hamburger ↓

Today I'm going to talk about Aggregated Event Measurement (AEM) — introduced to Facebook Ads after iOS14.5.

This is an under-spoken Meta Ads topic because it can be quite confusing.

It's important because it impacts Audience Size, Tracking & Signals

↓THREAD↓ AEM allows you to track people using iOS14.5 or later devices.

However— your domain is limited to 8 conversion events ONLY.

You can manage/prioritize these events using Events Manager.. (See screen shot)

After Profitably spending North of $200 Million Dollars on Facebook Ads.

This is the ULTIMATE Ads Manager Column View I Recommend Using to CRUSH Black Friday & Every Day.

It's aptly named the 'OG' view: Column #1: Campaign/Ad Set/Ad Name Depending on what level of the account your're looking at.

Column #2: Bid Strategy
I always like to know what the bidding is so I can quickly compare campaigns in real time.

How are diff bid types might be affecting CPC/CPMs etc...

I've Driven Over $1 Billion Revenue with Facebook Ads & these are the 12 Reasons Why You Can't Scale Your DTC Brand: 1. Over Consolidation

No succinct strategy

Lack of core Pros & RT audiences

No insight into what Retargeting audiences are working..

I've spent over $200 Million on Facebook Ads & these are 7 NEW Campaigns I'm Running this Black Friday: 1. Stories Only Dynamic Product Ads - Prospecting & Retargeting

Been seeing DPA crush this year as Meta leans into on-platform signals - looking to force incremental reach here with Stories only campaigns.

The GREATEST Facebook Ads launch strategy that I've used to generate $100M+ revenue for new collection drops

Using @KillCrew_ as the example

//THREAD// Say you're Kill Crew & you're launching a new collection of Boxing Gear & Gloves (category that's not sold on their site yet )

And the Goal is to Sell out of the collection within a week - this is how I would build their FB campaigns