Jennifer Lo | Paid Ads & Ad Creatives for DTC Ecom

Cofounder at @ Partner in life & biz w/ @jtcchan. $30M+ generated in eCom & SaaS. Tweets on performance marketing & ad creatives.

[Jennifer Lo | Paid Ads & Ad Creatives for DTC Ecom @JennLo_]

As marketers, we look at ads and analyze them everyday. And since our team at @2xgrowthagency do these ad teardowns for clients and prospective clients on a weekly basis, I’m thinking of sharing some of these teardowns in a series.

We’re constantly learning and innovating new ideas to optimize our ad creatives as ad platform and trends changes overtime. There’s really no template or cookie-cutter formula that would guarantee the success of your creatives.

Only by testing, iterating, and optimizing, then you’ll be able to know what works for your brand.

That’s what this is about.

I’ll be sharing share the learnings, frameworks, and ideas from our work as creatives.

First up 👇

[David Herrmann @herrmanndigital]

Nobody asked for it, but here's my update on ad performance that I'm seeing over the last month or so across the DTC landscape.

Performance in July was a bit down following Prime Day (expected). Some brand saw success and some massive success, and most of those actually were on manual bids for the majority of their spend.

August though is on a rocket-ship for all brands (manual bids or not).

Meta's UI and all in-ASC/AI mess is VERY real. In my portfolio I have more than 4 different UIs. Some are worse than others. Every time a new UI is updated we tend to see performance struggle for a week or so.

1. Creative is still king. Invest in a team that can rapid fire your creative and make it diverse (not just different hooks).

2. Landing pages matter, a lot. Estimated action of these is different, make sure you're hypervigilent on actually proving which works / doesn't.

3. TikTok Shops is a complete and utter mess for most brands. You can't trust it. Their advisors / reps are overwhelmed. Be VERY careful about investing here. If you're lucky enough to have a rep, cool. But if your product has anything questionable about it (kids stuff, organic products, etc) good luck..

4. Manual bids (I know) crush, we've all kind of know that. Finding ways to make sure they are part of your system is vital, especially as we head into Q4.

5. Snapchat / Pinterest serve a purpose, don't be so against testing these. But have a plan + measurement idea before jumping in. I like Haus + Kno personally.

6. If all else fails, try a new ad account. In Meta we've seen multiple times that firing up a new ad account somehow does work in reversing performance. Something fresh about it? I don't know.

7. Content designed for Reels first is outperforming the majority of content right now. In fact, we're starting to see Reels creep up as a real player in returns.

8. CBO > ABO > ASC in that order

9. Retargeting engaged users + excluding engaged users from prospecting has worked again. (I dunno man)

10. Meta Shops is working, again. After the June bug and July bug, and many other bugs it's working right now. Not for all brands, but a good number.

11. If you do Meta Shops make sure you're paying attention to the shop layout / promo codes. It tends to just take anything from Shopify, be careful. Dedicate someone here.

12. Test interests again, across the board. I dunno, but it's been scaling well lately.

13. I'm very hard pressed to find any agency that can make TikTok / Reels content at scale. Almost all agencies are good at feed ads / story ads. Big opportunity here for someone.

Ok, let's stop at lucky or unlucky number 13 today.

[Jennifer Lo | Paid Ads & Ad Creatives for DTC Ecom @JennLo_]

As we approach Q4 with BFCM and holiday planning, how will these Meta Ads updates change you game plan?

Our team have been testing tROAS bidding over the last month. I feel the new Conversion Value Rules and incremental conversions will definitely be a plus to our campaigns.

[Jennifer Lo | Paid Ads & Ad Creatives for DTC Ecom @JennLo_]

Meta’s latest campaign optimization updates focus on delivering what matters most to businesses by offering more precise optimization options for advertisers.

Roll outs for these changes are on it's way as we enter into Q4 with BFCM and holiday planning. 🧵

[Jennifer Lo | Paid Ads & Ad Creatives for DTC Ecom @JennLo_]

More powerful analytics integrations to help refine Meta's AI models for campaign optimization.

Staring with GA and Northbeam, then expanding into other. Sharing aggregated data directly with Meta means better cross-platform insights and help drive more value for businesses.

[Jennifer Lo | Paid Ads & Ad Creatives for DTC Ecom @JennLo_]

Does anyone know how I can get help to unlock my Facebook account? I've tried their steps and identity verification process (which was all bot managed), but didn't seem to work.

Still locked despite they verified it's me. 😭

[Jennifer Lo | Paid Ads & Ad Creatives for DTC Ecom @JennLo_]

RANT... annoyed with Meta

Got locked out of my FB account since May 2. Despite going through their identity verification process, resetting my password, and following their steps to log back in, I'm still locked out. At this point, I just want to jump on the phone with Meta Support, but there's direct number.

Feeling bad for my team to help me launch campaigns for clients as I troubleshoot this craziness. Feeling grateful for my team having my back this past few days.

[Jennifer Lo | Paid Ads & Ad Creatives for DTC Ecom @JennLo_]

@herrmanndigital Were you able to get this sorted and fixed? I'm dealing with the same thing, just wondering if there's a way to fix this. Meta support?

[Jennifer Lo | Paid Ads & Ad Creatives for DTC Ecom @JennLo_]

@herrmanndigital Glad to hear I'm not the only one experiencing this. It's super annoying especially when you're in the middle of setting up a campaign or scheduling something on Meta Business Suite.

I contacted their support team and they couldn't find anything wrong, nor replicate the issue.

[Jennifer Lo | Paid Ads & Ad Creatives for DTC Ecom @JennLo_]

@ecomchasedimond I've been using Jasper, but find it pricey. Going to give this a try! Thanks for sharing 🙂

[Jennifer Lo | Paid Ads & Ad Creatives for DTC Ecom @JennLo_]

Have you tried UGC ads for your #SaaS products? Share your thoughts or questions below! 👇

[Jennifer Lo | Paid Ads & Ad Creatives for DTC Ecom @JennLo_]

Does UGC ads work for SaaS products?

ABSOLUTELY!

Examples in thread. Bookmark this now to find it later!

[Jennifer Lo | Paid Ads & Ad Creatives for DTC Ecom @JennLo_]

Slack - A messaging and communication app for teams.