Tony Chopp

Here to talk eComm + Paid Media. VP Paid Media & Client Success @CommnThreadCo

[Tony Chopp @tonychoPPC]

META Performance Marketing Summit with the CTC social squad. AI, ASC, generative creative, strong signal to feed optimization models, clean catalogs to feed Shops, and Reels!!

[Tony Chopp @tonychoPPC]

Lots to take away from the Keynote @ #GML2024, but something that stands out: Longer, more complex searches + paired with AI Overlay + Ads above, below, and within the AI Overlay. This is where search is heading.

Not "Searches", but "Answers".

[Tony Chopp @tonychoPPC]

Front row seat for #GML2024. “A new era of AI. A new era of Ads”

[Taylor Holiday @TaylorHoliday]

This week we (CTC) got to help Snoop sell Stoves and Lebron launch a new line of Nike products.

Getting to work alongside incredible marketers with big visions is inspiring.

[Tony Chopp @tonychoPPC]

This is new, and interesting, and likely useful, and possibly problematic in the short term.

Google Merchant Center is beginning to use website crawl data to automatically add products. No feed required.

[Tony Chopp @tonychoPPC]

CTC Social Ads Team field trip

[Tony Chopp @tonychoPPC]

ROAS Goal rolling out to ASC. Today is a good day. CTC Methodology + META Ads Platform Trajectory

[Tony Chopp @tonychoPPC]

@TaylorHoliday @Ben__Kruger Incredible

[Tony Chopp @tonychoPPC]

I'm Hiring: Director of Paid Social. Big job. Big spotlight. Big spend. Big team. Big impact. Big opportunity.

https://t.co/loEHaclu06

[Luke Austin @itslukeaustin]

The test has officially concluded.

This brand set out to spend $600k to determine the optimal Meta account structure.

End Result: Their account is now running on Conversion segmented Cost Cap campaigns.

I had guessed Cell 2, so this outcome is not what I originally expected...

[Tony Chopp @tonychoPPC]

Also...woah. A Google Search. With no ads, above the fold. Woah. Looks great though.

[Tony Chopp @tonychoPPC]

@itslukeaustin @andrewjfaris As if they're actually "your customers" anyway. Maybe so if competition for what you sell is 0. It's probably not.

[Tony Chopp @tonychoPPC]

I bought a Solo Stove Mesa this week, as a gift. About 2 months after seeing a CTV ad. By going to the site directly. Or maybe from a Google search, I can't remember. Actually, nevermind—I bought in on Amazon.

Attribute that.

[Taylor Holiday @TaylorHoliday]

If the Triple Whale pricing change makes you sad I'll offer you Statlas Light for FREE for 6 months.

No credit card required.

Just comment 😭🐳 below and i'll DM you.

[Tony Chopp @tonychoPPC]

@st_obione Looking forward to this

[Luke Austin @itslukeaustin]

We spent $4.1M over 3 months to determine the optimal Google campaign type.

1. Standard Shopping vs.
2. PMax, shopping feed only vs.
3. Performance Max, full asset group

PMax feed only drove the highest volume of Contribution Margin dollars at the most efficient CM:Spend ratio.

[Tony Chopp @tonychoPPC]

@itslukeaustin Some indications from the platform that "feed only" setups might not be possible in the future. But for now, that's the ticket (at least for a campaign that you really want to ensure if covering the Shopping SERP)

[Tony Chopp @tonychoPPC]

@itslukeaustin Also, with the full data set—the early-on, lower CAC with Standard Shopping held. But "Feed Only" pMax continued to become more efficient over time.

[Tony Chopp @tonychoPPC]

@itslukeaustin Interesting note, ratios looked different early on in the test. At first we saw notably better CAC efficiency with Standard Shopping. But...the final outcome we're after (aka max contribution margin dollars) started to become apparent with pMax scale potential.

[Luke Austin @itslukeaustin]

Looking across >$3B in 2020-2023 DTC revenue:

The data indicates that brands realized the value from their 2020 new customer growth over the course of 2021-2022, with flat new customer growth during that time period.

There’s some real bad news, but also one hopeful data point…