iOS 14. Check out what AliExpress is doing at the bottom.

​​Here is how Facebook is going to get a piece of e-commerce pie when charging for ad/impression AND 5% off backend sale.

This war between Ape and Fb definitely going nuts 🥸

One of the big limitations for ads post-iOS 14.5 will be iterative creative testing.

Dynamic Creative Testing (DCT) won't show which ad permutations drove sales making it harder to glean insights for creative iteration.

Creative insights will take a longer to form.

#appletheworst

How quickly can you find the following key metrics from your business?

Contribution margin.

Inventory turn ratio.

Return on inventory (the other ROI).

You HAVE to know your numbers.  And your P&L may be lying to you and you don’t even know it.

• How his hedgehog concept allows him to consistently hit 80% margins vs. 40-50% like some of his competitors.
• His piggybank metaphor and how it shapes his decision making
• Marketing is fun, but operations are where your profits are
• Understanding your numbers and making it SIMPLE -
• How to look at and use Post Aggregate Gross, Contribution Margin, and Return on Inventory to hit his goals

https://open.spotify.com/episode/4t4vKSFm6ULY5lBrlARfXN?si=ZlqfhmSOQSKqpxFth9qAUA

The most effective sales pages mimic sales conversations.

Ask questions. Answer questions.

Address objections and add supportive evidence.

Works for everything - dtc ecom, service, B2B.

There many tracking companies recently saying they'll save us from iOS 14.5.

But the thing is: CAPI doesn't feed Facebook data back for opted-out users, because they've opted out of tracking.

Tracking companies don't either.

Facebook can't optimize the ads based on that data.

​​Here we go again. Facebook was just a first one suffered from Apple iOS 14.5 privacy rules.

It was a no brainer that other will join the train. Twitter, Snapchat - all 3rd party cookie tracking reliant ad platforms.

Massacre. Bottom line - we’ll just be seeing more non-relevant ads.

Some positive post-iOS14.5 FB conversion campaign updates:

1. There will no longer be a 72-hour reset period if event configuration is edited.

2. There is flexibility for optimization beyond top 8 priority events.

3. 7-day click attribution setting will now include modeled conversions from opted out users and will no longer be “partial".

These updates will start rolling out 6/16, except for the 7-day click attribution for opted-out users which goes into effect 6/30.

Why it’s great? -> More information that Facebook can use for optimization of our ads.

Folks from Adleaks and other marketing communities reporting big drop of FB ads performance.

We see that as well.

Multichannel marketing approach and backend monetization through email/sms marketing helps to markup the drop.

MER over ROAS.

Hope the new changes will get FB performance back on track 🤘

​​So happy to see our clients winning.

From $28,000 per month to $28,000 per 4 days.

All it takes just:

+ Solid ads execution (acquisition)
+ Email/SMS strategy (retention)
+ Shopify conversion rate optimization.

Great product + great marketing make wonders.

I'm getting asked often "What ROAS to expect from Facebook ads?"

Depends on monthly ad spend.

$0-$10k = 3x-8x roas
$10k-$50k = 2x-5x roas
$50k-$150k = 1.75x-3x roas
$150k-$500k = 1.25x - 2.25x roas
$500k+ = 1.0x - 1.5x roas

Based on my experience. Rough estimate for a $120 AOV store + proven product.

The most underrated Productivity Hack.

Shut down the 58 tabs you have open. Close the programs you never use. Clean up your workplace.

Now - do what’s important.

Have a lack of creatives for ads?

Use platforms like Billo or Insense for hiring creators to shoot UGC content.

UGC is killing it on Facebook/Snapchat/TikTok ads.

"iOS 14 tanked my ads and killing my business…"

It’s just part of the ever-evolving ecosystem. The biggest thing is leveraging MER or (total sales / total spend) to measure results vs in platform.

I'd also recommend any new brand spend as much time on email/SMS flows + building organic sales channels.

DIY timeframes retargeting blueprint:

Adset 1. VC+ATC+IC 90 days exclude VC+ATC+IC 60 days

Adset 2. VC+ATC+IC 60 days exclude VC+ATC+IC 30 days

Adset 3. VC+ATC+IC 30 days

For each adset you have different messaging: social proof angle, discount angle, value bullets angle etc.

If you have enough audience in each: VC, ATC, and IC - you can divide them to separate ad sets as well. And exclude one from each other.

Example: VC exclude ATC+IC. And ATC exclude IC. For the same timeframes.

Which I’d recommend, we do that quite often.

Otherwise glue them together to avoid high CPMs.

Now it takes 20 purchases per adset instead of 50 to get out of the learning limited phase.