I audit dozens of D2C brands. After seeing the same costly mistakes, I’m confident these are the ones to avoid. Save yourself 19 months failing FB Ads and avoid these 35 ROAS-killing mistakes:I organized them into 4 key categories. a. Financialsb. Creative Production c. Data Analysisd. Ad Account StructureFinancials hold the most potential for unlocking growth.a. Brand financials.1. Focusing on sales revenue and ROAS instead of NC-CPA.2. Not knowing Target Cost per Acquisition (T-CPA).3....
5 months ago • 1 min read
We made $7.3M+ and created 100s of creatives for top brands. If I lost my memory (from drinking too much vodka tonight), These 7 tips would guide me: 1. Understand Market Sophistication As more drop-shippers enter the marketplace, your claims need to evolve. Consider these 5 Stages of a claim:1. "Lose weight."2. "Lose weight in 90 days."3. "Lose weight in 90 days with fad diets."4. "Join 1000s who've lost 20 lbs in 12 weeks with keto."5. "An approach for a healthier, happier you." The biggest...
5 months ago • 2 min read
D2C Brands think they must sacrifice FB ad sales for brand equity. Would you sacrifice brand equity to make $1,000,000s with FB ads? You don't have to. You can have both. Hear me out. People buy solutions to problems, and they stay for the community. At the top of the funnel, customers don’t care about your brand. They care about how you can solve their problem. Direct-response ads on Facebook bring customers in. Your brand makes them stay. Take luxury brands, for example. They're known to...
5 months ago • 1 min read
I spoke with an executive of a brand that raised $33M. They're spending over $5M on Facebook ads annually. They're okay with it but want to scale it further and maintain performance. The thing holding them back? Lots of SKUs, but no clear path to effectively scaling each on Meta. There's a lot of brands in the same position. Here's my take on this: Stop running ads to all SKUs. The goal of advertising on Meta is to acquire more NEW customers. Meta isn't a platform to sell all your products....
5 months ago • 1 min read
This year, we've made around $7M for D2C brands with direct-respond ads. Although most "experts" will tell you the contrary, ads that follow a structure perform best. Here's a structure that has been performing very well lately. → Failed Solutions "Fad diets, pills, and coffee are just temporary fixes for your dreaded 3:00 energy crash" → Problem "If you feel like your brain is in a fog running 3 times slower than usual, and you just can't shake it off" → Education "This might surprise you...
5 months ago • 1 min read