Jason Tabuzo

Performance Marketing Lead & Growth Consultant
Paid Media @PetHonesty | D2C | e-commerce

[Jason Tabuzo @JasonTabuzo]

@LAScanner How can you "total" a street?

[Jason Tabuzo @JasonTabuzo]

FB Ads Manager down

[Nick Theriot @nicktheriot_]

Never run out of Facebook ad ideas with this 👇

[Alex Cooper @alexgoughcooper]

How to make winning Facebook image ads (short training):

This a braindump from an internal static ads training I hosted today for our team - so I’m sharing it here…

Rule #1 - Stop doing what everyone else is

What most marketers’ statics have:

❌ Pretty design
❌ Weak (or worse, clever) headline
❌ No psychological appeal

What statics that actually perform have:

✅ Clear, bold headline
✅ Simple USP callouts
✅ Psychology-based design

Rule #2 - KEEP IT SIMPLE STUPID

90% of our static winners are at least one of these 3 formats:

- Comparison ads (Us vs Them, Before vs After etc.)
- Static Testimonial (ugly/lifestyle image paired with a testimonial headline)
- Promo ads

Often they’re a combination of these formats.

Don’t overcomplicate your statics. Do the basics well and obsess over message testing.

Rule #3 - Statics have hooks too

People don’t read statics from top to bottom. They subconsciously scan them in a fraction of a second to look for key information before deciding if they actually want to consume the ad or keep scrolling.

Be intentional with what they see when they first scan your ad. A few ways you can do this:

- Placement and sizing of images
- Placement and sizing of headlines
- What you say in the headline
- Use of fonts and colors
- Text warps/distortions
- Text highlights
- Arrows

If nothing stands out when they first scan, they’ll keep scrolling.

Use these things strategically to guide the readers’ eyes to where you want the them to go - rather than just throwing some text and and images on a Figma file.

Rule #4 - Assume no-one knows or cares about your brand

If advertising barefoot shoes:

“I feel human again”
or
“Natural pain relief for neuropathy”

Which one will be immediately relevant to someone who doesn’t know or care about your brand?

Use this as the litmus test for TOF ads.

Warm audiences will convert from good ads made for cold audiences

But cold audiences won’t convert from good ads made for warm audiences

Rule #5 - Make people feel something

Don’t talk about how good your product is, talk about the validation your audience gets from people they care about WITH your product.

❌ The best summer shirt
✅ How she wants your shirt to fit

Rule #6 - Be clear and concise

Make your ads easy to consume.

If there’s a way to make the same point in less words, do it.

❌ A men’s polo that’s made for all body types
✅ Men’s polos for all body types

It may seem insignificant - but a clearer message will sell better.

I always feed my headlines into GPT and ask it to say the same thing in less words.

There’s a bunch of other stuff that we covered, but it’s getting late here so I’ll finish this off another day. Or if there’s demand for it, I’ll turn this into a YouTube training with more examples.

[Jason Tabuzo @JasonTabuzo]

@d_feldman Screenshare doesn't work with Teams for some people, and Google Meet doesn't auto-add to our meetings, so we use Zoom most of the time as default.

[Jason Tabuzo @JasonTabuzo]

@JacobsVegasLife Paying for parking. Traffic congestion. And overpriced food/drinks relative to off-strip locations.

[jacky @JackWilliamRtF]

sir, a third temu ad has hit the super bowl

[Jason Tabuzo @JasonTabuzo]

BFCM PTSD

[M. Nolan Gray 🥑 @mnolangray]

I've literally never clicked copied and pasted text and thought, "I'm so glad it kept the formatting and font from the other document."

[Jeremiah Prummer @JeremiahPrummer]

In Q4 2022, we tracked over 1,000,000 responses to the question "how long did you know about us before placing your first purchase?"

Here's two trends we saw last year that I'd expect to play out this year. 👇

1. BFCM shoppers are 11% more likely to have known a brand for 1+ months before making their first purchase.

Takeaway: Now is the time to be finding and warming up those BFCM shoppers.

2. December shoppers are 13% more likely to "impulse buy" than early Q4 shoppers. In this case "impulse buyer" is defined as someone who buys a product less than a week after learning about it.

This is likely driven by gifting. Not pictured here, but December purchases are 48% more likely to come from word of mouth discovery than early Q4 purchases.

Takeaway: Gift buyers are likely to buy quickly. Maybe they don't need discounts or a long sales funnel to push them over the edge?

I know this likely isn't earth-shattering insight, but hopefully gives a bit more context on buying behavior heading into Q4.

[Jason Tabuzo @JasonTabuzo]

@seanfrank It's people who know about BUR.

[Jason Tabuzo @JasonTabuzo]

FB/IG Shop as a destination for our paid ads
Initial results = very promising! Great CPAs and scale.

[Cody Plofker @codyplof]

Holy shit. Running a DTC business in 2023 requires ungodly focus and effort on ad creative.

[Jason Tabuzo @JasonTabuzo]

@elonmusk ... in Greek

[Jason Tabuzo @JasonTabuzo]

@Nerd4Cities Anywhere along the immediate SoCal coast, 10-25 minutes from an airport.

[Jason Tabuzo @JasonTabuzo]

@ecommcowboy "he works on the computer"

[Sherry @SchrodingrsBrat]

What’s a simple question that lets you learn a lot about someone

[Jason Tabuzo @JasonTabuzo]

@PetHonesty Unleashes New Era with PetSmart Launch, Growing its Presence in 7,000 Stores on 5th Anniversary https://t.co/pFWbhiXxby

[Jason Tabuzo @JasonTabuzo]

My solution to California’s housing problems is to put 3 levels of apartments on top of every strip mall

[Nick Gray @nickgraynews]

"People with interesting lives have no vanity. They:

- swap cities
- invest in projects with no guarantees
- are interested in people who are their polar opposites
- resign without having another job in sight
- accept invitations to do things they have never done before
- are prepared to change their favorite color, their favorite dish

They start from zero countless times. They are not frightened about growing old.

They climb on stage, shear their hair, do crazy things for love, and buy one way tickets."

–Gio Sguario, translated from Portuguese