joelscaling

Making cheap products feel expensive since day one.

[joelscaling @joelscale]

@blvckledge quickest check: open search terms on pmax/shopping and see how many conversions came from your own brand name. if it's most of them, that "prospecting" roas is people who were already looking for you

[joelscaling @joelscale]

@its_The_Dr @elonmusk How dose it work in a parking garage if the roof is low?

[joelscaling @joelscale]

@liq_blackhole @FedotOff90 His BBA course to ;)

[joelscaling @joelscale]

Ecom founders: your best Meta ad died, so you made 10 new ones. None of them took off.

Before you make another ad, find out which part died. The cheapest fix is step 2, and most people skip it.

1. Check it's really dead.
Compare the last 7 days with the 7 before. One bad day isn't a dead ad.

2. Check the page, not the ad.
People still click, but fewer buy. That's the page: price, stock, a changed offer, a slow load. Fix the page and the ad comes back.

3. The hook got tired.
Fewer people click, but the ones who do still buy. Keep the ad. Shoot a new first 3 seconds.

4. The format got tired.
New hooks don't help. People have seen this kind of video too many times. Keep the message, change the format: talking head to demo, video to a comparison image.

5. The reason to buy got tired.
New formats don't help either. That's the angle. Now you need a new idea, not a new edit.

Name them so you can learn from them:
New hook = a version of the same ad.
New format or new angle = a new ad.
Track them apart, or you'll never know what actually worked.

Do this in 10 minutes:
Open your last dead ad. Write down 3 numbers for the last 7 days and the 7 before: how many people clicked, how many added to cart, how many bought. The first one that dropped tells you which part died.

Don't replace the ad. Replace the part that died.

Built on @adamtaylorl's thread: https://t.co/Va3iKY6WBo

[Adam Taylor @adamtaylorl]

IF YOUR WINNING AD JUST DIED ON META, FIND OUT WHICH OF THESE 4 THINGS KILLED IT BEFORE YOU MAKE ANOTHER AD…

[joelscaling @joelscale]

@blvckledge Native

[joelscaling @joelscale]

@ecomvest @paulpagepilot For me it was a promise to my self ”I will stick to it until it works.”

[joelscaling @joelscale]

@IstvanicMarin freq alone doesnt tell u much. i watch ctr next to it, if freq climbs and ctr holds ur still fine. when ctr starts sliding at the same spend thats the real fatigue signal

[joelscaling @joelscale]

@binghott yep, and i test new ads inside it too instead of a separate abo. if a new ad cant pull spend next to the winners thats ur answer, its weak, not a setup issue

[joelscaling @joelscale]

@FedotOff90 Hmm weird, Sarah Mitchell writes for us to.

[joelscaling @joelscale]

Comment your avatar. Make it specific.

[joelscaling @joelscale]

Ecom founders: CPMs up, ROAS down, and you've already tried new creatives, new audiences and a bigger budget.

There's one line in your ad you haven't fixed. I'll show you which at the end.

Meta doesn't just sell ad space to the highest bidder. It picks the ad that wins on 3 things:

1. What you bid
2. How likely people are to buy
3. How good the ad is

Bidding more eats your profit. The other two don't.

Here's how to win on those two.

Step 1: write to one person, not a job title.

Weak:
"Night-shift workers:"

Strong:
"Night-shift nurses: you've tried blackout blinds, earplugs and melatonin. You're still staring at the ceiling at 11am, then too wiped out to play with your kids after school."

The strong one has 4 parts:

1. Who: night-shift nurses, not "workers"
2. The moment it hurts: staring at the ceiling at 11am
3. What already failed: blinds, earplugs, melatonin
4. What they really want: energy for their kids and a normal life

A nurse reads that and thinks "that's me." She stops. Meta sees the right people stop and finds more like her.

Step 2: make your page say the same thing as your ad.

Step 3: make sure Meta sees every sale (set up Conversions API).

Step 4: drop cheap tricks like "wait for it".

The line?

Your first one. Read mine again:

"Ecom founders: CPMs up, ROAS down, and you've already tried new creatives, new audiences and a bigger budget."

It's why you read this far.

Target your customers the way this post targeted you.

[joelscaling @joelscale]

@Hi_Fodane_App yep, new vs returning is the split. sept 21 bot filtering dropped cvr for everyone, so if new customer orders hold while cvr falls, ads are fine, the denominator just shrank. returning orders spiking on send days = email. tag every order by first purchase date and its clean

[joelscaling @joelscale]

Your conversion rate moved. Your orders might not have.

Sept 21: Shopify filters bot sessions
Oct 28: Meta product browsing on live ads

Before BFCM, I'd:

1. Baseline CVR on weeks after Sept 23
2. Target orders, revenue, MER
3. Log product browsing per ad

Orders don't lie.

[joelscaling @joelscale]

@CarlWeische that spike right at launch is the whole game. most of the day is won before ads even ramp, so id put the effort into warming the list and early access signups the week before

[joelscaling @joelscale]

Steps from Shopify's help page on the session change: https://t.co/RgcrRafvoz

Product browsing date via PPC Land: https://t.co/YzKBYX1ZLW

[joelscaling @joelscale]

@ecomchasedimond the recent buyer one is huge. id go a step further and swap that slot for a referral or review ask, theyre already sold so give the popup a job that fits

[joelscaling @joelscale]

Meta on the setting (on by default, not active for people in the EU/UK): https://t.co/oQkmhHzKOk

Numbers in the image are examples.

[joelscaling @joelscale]

Nov 12: Meta starts counting purchases it couldn't see before.

Same orders. Nicer CPA.

Before scaling, I'd:

1. Track Meta purchases / Shopify orders, daily
2. Baseline = 7 days before Nov 12
3. Ratio up 25%? Divide target CPA by 1.25

The bank account is the scoreboard.

[joelscaling @joelscale]

@archie_norris agree but polish isnt the only tell, its the script. ai ugc skips the weirdly specific detail a real customer would mention, and thats the part that makes people believe it

[joelscaling @joelscale]

@oliverkenyon id keep one ad set w it switched off as a control before bfcm. otherwise ur lp cvr jumps, everyone credits the new page, and its really meta pre-filtering who clicks through