Adam Stevens

Marketer, Owner of

[Adam Stevens @AdmStevens]

Coinbase running a backstreet boys themed ad after the t mobile backstreet boys ad is really unfortunate. All I thought while the karaoke played was “this is a great secondary from t mobile” #SuperBowl

[Justen Raw @JustenEcom]

Your header isn't a sitemap.

Conversion-focused header constraints:

• 5-7 items max
• 3 levels max depth
• ≤3 clicks to products

Footer handles important but non-purchase pages:

• Legal
• Service (FAQ, Help, Contact, Shipping, Returns)
• Info (Sustainability, Blog, Careers)

Bonus: Merge Help + Contact + FAQ → reduces support volume.

[Anze Markovic | Performance Creative @anzedetn]

Meta just published their Creative Diversification Cheat Sheet 👀

I agree with some of it. But a few points are… off.

Here are my takes 📷
1. Message is #1 — AGREE✅
A lot of agencies talk about “diversification” and then just rotate creative styles.
That matters, but it’s not the main lever.

Example: Supplements for menopausal women
▶️Message #1: Weight gain
▶️Message #2: Hot flashes
▶️Message #3: Education around menopause

Then layer those messages with:
▶️Personal agitation
▶️Education
▶️Belief challenges

All of these connections can live inside one core concept🧠
That’s real diversification—and it moves the needle way more than swapping formats.

Downside? You actually need strong copywriting.
That’s the hard part.

2. Creative approach (aka creative style) - AGREE✅
Important. Just not #1.

3. Show the brand in the first 3 seconds - HARD NO❌
This is pure remarketing logic.

Check your data: frequency + % of new website visitors.
Starting with the brand usually = higher frequency, lower new-user volume.

I see this mistake constantly:
Top-spending ads that don’t drive real account growth.

4. Keep ALL videos short - NOP ❌
A lot of products are high-consideration.
They need explanation and education. And don't get me even started on unaware audiences 😅

Short-form can work.
But longer videos often outperform when the product requires context.

These are my top 4🧠
Meta gives guidelines—but when you look at ads in the wild, some advice just doesn’t hold up.

My rule: test everything with a clear hypothesis.
Then let users decide. You know, people who actually watch your videos & react 🙂

Curious—what would you add or challenge here?

[Daly Dee | Video Editor @DalyDee___]

A supplement brand’s ROAS was 1.8.

Their competitor? 3.2.

Same strategy. Same ad spend. Same audience.

The difference wasn’t the offer or the creative concept.

It was the first 3 seconds.

The supplement brand opened with product features and benefits.

Their competitor opened with a problem their audience couldn’t ignore.

Most brands think they need better strategy when they lose.

They don’t.

They need better execution of the basics.

Your audience doesn’t care about your product.

Until you make them care about their problem first.

Stop overthinking the strategy.

Start nailing the hook.

[Noel Ceta @noelcetaSEO]

Client had 5,000 blog posts.
Most got zero traffic.

Google was confused which pages to rank.
Site authority was diluted.

Deleted 3000 lowest-performing pages.

Result:

- Remaining pages ranked higher
- Traffic increased 2000%
- Conversions up 140%

Less content = more traffic.

Here's the complete content pruning playbook: 🧵👇

[Adam Taylor @adamtaylorl]

The difference between $100K/month and $500K/month isn't better ads.

It's speed of iteration.

Here's what I mean:

At $100K/month, most brands test like this:

→ Launch 10 new ads
→ Wait 7 days
→ Kill the losers
→ Make 10 more random ads
→ Repeat

At $500K/month, brands test like this:

→ Launch 10 new ads
→ Check performance at 48 hours
→ Identify the pattern (was it the hook? the format? the angle?)
→ Make 5 variations of the winner immediately
→ Scale the best one while testing the next hypothesis

The brands that scale fast don't wait for perfect data.

They move on imperfect signals and iterate in real time.

Here's the framework:

Day 1-2: Launch new concepts across multiple angles
Day 3: Identify early winners (spend + engagement, not just ROAS)
Day 4-5: Make 3-5 rapid iterations on anything showing life
Day 6-7: Scale what's working, kill what's not, plan next batch

Speed compounds.

Every day you wait to iterate is a day your competitor is 3 tests ahead.

The best media buyers I know aren't the ones with the perfect strategy.

They're the ones who can spot a signal, act on it, and move to the next test before lunch.

Stop waiting for certainty.

Start iterating on probability.

[Ben Radack 🏝️ @benradack]

Here's a quick way to turn around your Meta ad account (with just media buying).

→ Launch a new campaign (CBO)
→ Set it to highest volume
→ Launch an ad set but instead of going broad, target all your existing customers as an "audience suggestion"
→ This won't retarget them, but will force Meta in the right direction

Next:

→ Grab your top 5 best performers from last year (that aren't currently on)
→ Put them all in that campaign

Trust me when I say this:

This strategy has helped save a ton of brands from free fall.

Why it works:

→ Highest volume = maximum delivery freedom
→ Customer audience suggestion = guides Meta toward the right audience but doesn't retarget them (really)
→ Old winners = proven creative that worked before

What this does:

It buys you enough time to get your ad creative in order and start making more ads.

It's not a solution, but it's a bandaid to stop the bleeding.

When your account is crashing and you need immediate stabilization, this is the move.

Launch it, let it run for 3-5 days, and use that breathing room to fix the real problem (creative volume/velocity).

[Noel Ceta @noelcetaSEO]

Small business with $2,000 monthly SEO budget. Everyone said it's impossible.

Reached $100K/month revenue from organic in 22 months.

The constraint forced creativity.

Here's the lean SEO playbook: 🧵👇

[Rahul Issar @therahulissar]

Here's why we're moving 80% of accounts from CBO to ABO in 2026:

THE CBO PROBLEM:

New creative launches get starved of spend. The algorithm over-indexes on existing winners and refuses to test new concepts properly despite using minimum spend.

OUR ABO STRUCTURE:

- Each ad set = specific persona or concept type
- New ads broken out into dedicated ad sets
- Budget allocation based on concept performance
- Track everything through Motion custom reports or spreadsheets

BUDGETING APPROACH:

Testing ad sets: $100-200/day
Proven concepts: $500-1,000/day
Winning personas: $1,500+/day

THE RESULTS:

- 3x more creative gets meaningful spend
- Easier to identify winning concepts to share with creative team
- Better data segmentation by persona

CBO works when you have 5-10 winning ads.
ABO works when you need to test 20+ concepts monthly.

Most brands are in the second category.

[Noel Ceta @noelcetaSEO]

Built 15 SEO business cases over 4 years. 12 got approved (80% success rate).

The 3 that failed taught me more than the 12 successes.

Here's the exact framework that convinces executives to invest in SEO: 🧵👇

[Adam Stevens @AdmStevens]

Treat yourself and bookmark all these

[Andrei Breha | CRO @andreibreha]

200 brands I sometimes steal A/B test ideas from, listed in categories.

Apparel:
– True Classic
– Knix
– Savage x Fenty
– Summersalt
– Shecurve
– Comfrt
– Thrivin
– HeyShape
– LSKD
– Huckberry

Skincare:
– Omnilux
– Oak Essentials
– Solawave
– Aramore Skin
– Bangn Body
– Jones Road
– Qure Skincare
– GoPure
– Nulastin
– Remedy Skin

Supplements:
– Spacegoods
– Primal Queen
– O Positiv
– Arrae
– cbdMD
– DryWater
– Buoy
– Vitabars
– HUM Nutrition
– Seed

Homeware:
– Kind Laundry
– Miracle Brand
– Rigwa
– Biom
– Helios Filter
– Get Canopy
– Earth Breeze
– Larq
– Our Place
– Blueland

Bedding:
– SIJO Home
– Loomii
– Brooklinen
– Slumber Cloud
– Avocado Green Mattress
– Purple
– Bearaby
– Yana Sleep
– Dore and Rose
– MiLounge

Fitness:
– Bala
– TRX Training
– Crossrope
– Hyperice
– Tonal
– Hydrow
– WHOOP
– Tempo
– Bowflex
– Peloton

Electronics:
– Nomad Goods
– Casetify
– Native Union
– Ember
– Backbone
– Peak Design
– Wyze
– Oura
– Garmin
– Therabody

Footwear:
– Taos Footwear
– Allbirds
– Vessi
– On Running
– Cariuma
– Rothy’s
– Nisolo
– GREATS
– Kizik
– Hollow Socks

Jewelry:
– CRAFTD
– Mejuri
– Missoma
– GLD Shop
– Vitaly
– Aurate
– Ana Luisa
– Kendra Scott
– PD Paola
– Local Eclectic

Petcare:
– PetLab Co.
– Native Pet
– Jinx
– Pupford
– Fable Pets
– Wild One
– PrettyLitter
– The Farmer’s Dog
– Ruffwear
– BarkBox

Babycare:
– Momcozy
– Mamabump
– Millie Moon
– Get Babloo
– MomHaven
– Frida Baby
– Hello Bello
– Coterie
– Kyte Baby
– Pipette

Outdoors:
– YETI
– Solo Stove
– Cotopaxi
– Rumpl
– BioLite
– Snow Peak
– Hydro Flask
– Klean Kanteen
– Patagonia
– REI Co-op

Wellness:
– Calm
– Headspace
– Eight Sleep
– Moon Juice
– Beam Organics
– Muse
– Hatch
– NuCalm
– Noom
– Pranamat

Grooming & Selfcare:
– Bite Toothpaste
– Manscaped
– Harry’s
– Billie
– Flamingo
– Native Deodorant
– Hismile
– quip
– Fellas
– Dollar Shave Club

Gifting:
– Noteworthy Scents
– Birthdate Co.
– Vellabox
– Greetabl
– Knack
– Sugarwish
– Homesick
– Happy Box
– Uncommon Goods
– BoxFox

Car:
– WeatherTech
– Chemical Guys
– Tesmanian
– Abstract Ocean
– Throttle
– https://t.co/2GM7rPJUUS
– FitMyCar
– Meguiar’s
– 303 Products
– Shine Armor

Health & Beauty:
– Goop
– TULA Skincare
– The Ordinary
– Pacifica
– Drunk Elephant
– Supergoop!
– Glossier
– Fenty Beauty
– Kosas
– Ilia Beauty

Food & Beverage:
– Graza
– BRĒZ
– Magic Spoon
– Oats Overnight
– Soylent
– House of Macadamias
– Athletic Brewing Co.
– Chamberlain Coffee
– OLIPOP
– Truff

Home & Garden:
– Gardyn
– Lomi
– Sunday Lawn Care
– Bloomscape
– The Sill
– Patch Plants
– Terrain
– Click & Grow
– AeroGarden
– Bloom & Wild

Sports & Fitness:
– Gymshark
– Lululemon
– Ten Thousand
– Vuori
– Alo Yoga
– Alphalete Athletics
– Runly Athletics
– MyProtein
– Rogue Fitness
– P.volve

[Nick Theriot @nicktheriot_]

Why do breakup songs make artists millions?

Because they're emotional and relatable.

And your ads need the same energy.

Stop writing like a robot:
❌"Our product increases productivity by 40%"

Start writing like a human:
✅"Tired of working 12-hour days and still feeling behind?"

People don't buy features.

They buy feelings.

Tap into:
→ Frustration they're living with daily
→ Dreams they think about at 2am
→ Pain they're desperate to escape

If your ad doesn't make someone feel SOMETHING,

It's not going to make you money.

Write ads that hit the heart first, brain second.

[Peter Quadrel @Peter_Quadrel]

There's only two types of D2C brands:

1.) Aesthetic/Pleasure Based

- Fashion
- Home goods
- Cosmetics
- Some Food/Drink

2.) Solution Based

- Skincare
- Electronics
- Automotive
- Supplements

If your brand falls under 1 you're a "I see it, I like it" brand.

Your job is to test as many aesthetic designs, varieties, flavors etc. as possible, NOT to test an extreme amount of angles.

There may be some angle testing, but this is secondary to sku variety and creative testing itself.

If your brand falls under 2 chances are you're a "Problem solver" brand.

Your job is to test as many problem, solution, benefit, proof angles as possible.

Aesthetics and variety of sku are secondary here, focus all on proving the outcome.

Some straddle this line.

Even then audience segments always lean one way or the other.

So you can build out customer journeys through batches of ads in relative quantity to the segment makeup.

Develop assets accordingly!

[Adam Stevens @AdmStevens]

This thread's worth a read

[DTC Prophet @dtcprophet]

For everyone who runs their ad account with 1 single CBO.

How many ad sets do you end up having at once?

Like the idea, but if you're doing 1 ad set per concept, how do you not end up with 100-200+ ad sets?

[Neil Patel @neilpatel]

Here’s how social media ad budgets are being adjusted in 2026 by platform.

[Max | Ecom Email Marketing @Max_Alexxander]

Bad Email Marketing:

- Sell
- Sell
- Sell

Good Email Marketing:

- Look what X magazine said about us
- Here's a big myth in the industry
- How our products are made
- Here's how to do X properly
- Entertaining story
- Sell

[Rok Hladnik @rokhladnik]

Meta dropped a solid piece on creative diversification.

Changing CTAs ≠ creative strategy.

Real gains come from creative diversification — fundamentally different angles, personas, formats.

AI can’t find signal if you keep feeding it the same idea in different fonts.

Link to the article in the comment ⬇️

[Olly Hudson @oliverwhudson]

The most consistent blind spot we see when we're auditing 7–9 figure ad accounts?

Far too often, brands focus way too much on product-aware and most-aware messaging.

🧠 Most brands are ignoring 3 key stages of the buyer journey:

- Problem unaware
- Problem aware
- Solution aware

These are huge audiences with high potential and the fuel which will grow your brand.

But they get skipped because the creative feels harder to make, and the results take longer to see.

That’s the trap.

You can’t scale if you only sell to people who already know you.

What we’re seeing:

Across most audits, brands are drowning their ad accounts in product-led messaging:

- 80–90% of spend goes to offer overlays, testimonials, and feature-led carousels

- No storytelling. No explanation. No education. No strategic build-up.

→ Result: performance fatigue, limited reach, and zero compounding.

Here’s what you need to do:

Start building for all 5 stages of awareness, not just the bottom two.

That means content that speaks to:

- People who don’t yet know they have a problem
- People actively looking for a better solution
- People who’ve tried other things and been let down

And yes, this creative is harder to make but it’s also 10x harder to compete with.

Here’s what that content might look like:

- Education-led explainers (why the category’s broken)
- Emotional storytelling (before/after journeys)
- UGC that speaks to scepticism (“I didn’t think it would work because…”)
- Side-by-sides, FAQs, founder POVs

When you focus only on the most aware, you’re just pitching.

When you build for all 5 stages, you’re telling a story and scaling with depth.

[KNOX @knoxtwts]

every time someone lands on your page

they're silently asking 9 questions.

miss one and they are gone.

answer correctly all 9 and they buy.

- is this for me? (call out who it's for in the headline)
- why should i care right now? (urgency or they'll close the tab)
- why is this the right solution? (sell against alternatives)
- what's new about this? (novel or they'll assume it's the same shit that didn't work before)
- where's the proof? (screenshots. testimonials. stack them)
- how does it actually work? (step by step)
- what do other people say? (let customers sell for you)
- what if it doesn't work for me? (guarantee. remove risk)
- what do i do next? (tell them exactly. don't be shy)

most funnels answer maybe 4 of these.

then wonder why conversion is 0.3%.

people aren't that stupid.

they're skeptical.

they've been burned before.

they assume you're lying until proven otherwise.

those 9 questions are the price of admission.

[Oliver Kenyon @oliverkenyon]

Anatomy of high-converting homepages:

(Save this)