Chris Walter

ecom enthusiast

[Chris Walter @chriswalterrr]

@FBA_Dylan Classic Meta

[Chris Walter @chriswalterrr]

@codyplof Try using an agency account if you think it’s a trust issue. Will save you 20k

[Chris Walter @chriswalterrr]

@codyplof Agreed. Touched on this a while back

[Chris Walter @chriswalterrr]

Unit economics is hands down the biggest lever in business, especially with paid acquisition

People preach that CPA is the only metric that matters and soft metrics to be “vanity metrics”

But through analyzing soft metrics you can gauge if it it’s even mathematically possible to acquire customers profitably

You can be the best marketer in the world and still not run a profitable business because there will always be a price floor set by the auction

And there will ALWAYS be a price floor in competitive US markets. The lever of lowering CPC is not always possible, no matter how good your creatives may be, unless you pivot to some sort of arbitrage (platforms, GEOS, etc..)

For example if you sell a 40$ product, cogs being 10$, with a 1.5-2$ CPC. You would need a 5% CVR just to breakeven!

It is fundamentally impossible to acquire customers with a healthy 30%+ margin left over

The only realistic way to offset these costs is by increasing customer LTV through subscriptions or a dialed in backend

I was stuck in this cycle for a while thinking I could compete from a pure marketing standpoint not understanding the math to be impossible..

This is why its not always a marketing skill issue but a fundamental unit economics problem

[Chris Walter @chriswalterrr]

@Ecomnurse 🤝

[Chris Walter @chriswalterrr]

@nichdo_ Gemini writes with no guardrails

[Chris Walter @chriswalterrr]

@DTCMidas How involved are you in the creative process of your ads?

Are you still handling the ideation & scripts mostly on your own or is this mainly outsourced to strategists?

[Chris Walter @chriswalterrr]

@benradack Cpc definitely does matter and it’s all relative to your unit economics

[Chris Walter @chriswalterrr]

@conortrains When you say “we” who/what roles does your team consist of?

Also any hires from day 1? Or did you fully figure out the creative side as a solo operator first

[Chris Walter @chriswalterrr]

Figuring out Ecom is the world’s most expensive math problem

[Chris Walter @chriswalterrr]

@gioblaze0069 Inspect element

[Chris Walter @chriswalterrr]

@ecom_cork Keep bogo on frontend + push subs on backend through email

[Chris Walter @chriswalterrr]

@nicktheriot_ Easy way to ruin the authenticity of your personal brand, which in my opinion outweighs the benefits of having a few more followers/reach

[Dom 🧙‍♂️ @adv_ceo]

How to never have that happen and never get locked out

- Create a Meta Dev Account
- in the BM Create an "app"
- give the system user admin rights
- store the api key for the system user

This user will never get blocked ever no matter what and with the api key you can add new profiles to the bm even when all others are blocked

[Chris Walter @chriswalterrr]

@adv_ceo This post deserves to be behind a paywall

[Chris Walter @chriswalterrr]

Unit economics is hands down the biggest lever in business, especially with paid acquisition

People preach that CPA is the only metric that matters and soft metrics to be “vanity metrics”

But through analyzing soft metrics you can gauge if it it’s even mathematically possible to acquire customers profitably

You can be the best marketer in the world and still not run a profitable business because there will always be a price floor set by the auction

And there will ALWAYS be a price floor in competitive US markets. The lever of lowering CPC is not always possible, no matter how good your creatives may be, unless you pivot to some sort of arbitrage (platforms, GEOS, etc..)

For example if you sell a 40$ product, cogs being 10$, with a 1.5-2$ CPC. You would need a 5% CVR just to breakeven!

It is fundamentally impossible to acquire customers with a healthy 30%+ margin left over

The only realistic way to offset these costs is by increasing customer LTV through subscriptions or a dialed in backend

I was stuck in this cycle for a while thinking I could compete from a pure marketing standpoint not understanding the math to be impossible..

This is why its not always a marketing skill issue but a fundamental unit economics problem

[Chris Walter @chriswalterrr]

@danyay @Shopify Set all your low ticket items (<$20) as draft products and it should stop

[Chris Walter @chriswalterrr]

Let it run for a couple days, CPMs will come down

Algo changed a lot past year

Meta sending hyper targeted high intent traffic early on for learnings which inflates the cpm

Once meta learns the audience pool expands lowering the traffic quality (no longer hyper targeted) and cpm drops too

[Chris Walter @chriswalterrr]

After seeing what happened in Dubai

Taxes no longer seem like a bad idea anymore

You cannot place a price tag on your safety

My profits going to Uncle Sam ensures I will never have to experience this terror

Yet another reason why America is the greatest country on the planet

[Chris Walter @chriswalterrr]

ChatGPT still the best AI when it comes to scripting

[Chris Walter @chriswalterrr]

I remember seeing @spencepawliw talk about re-formatting winners in one of his videos.

Voiceover to UGC
Static to video

Realized you can do the same with organic content.

If something is ranking front page on Google News or pulling views on YouTube, the angle is already proving it works.

Take the same messaging, reformat it into a video, and suddenly you’re not guessing what performs anymore.

Essentially format arbitrage.