#paid-media
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I need some advice 🙏 We have 2 campaigns. CBO Testing + ASC scaling.
If an ad wins in CBO Testing over 1-2 weeks, we turn it off and move to ASC scaling.
CPA is 25% higher in the ASC over 4 weeks and is taking 50% of the ASC spend. Overall MER is slightly down despite adding this new winner (but that could be bc of the macro, hard to say forsure)
What do you do?
Leave on in ASC only
Turn off ASC, turn on CBO
Leave on ASC, turn on CBO
BID STRATEGIES HELP! 🤯
I’m looking for help with bid strategies as it seems like everyone has their own opinion on them. A lot of haters and a lot of believers. What’s everyone running? How are you using them?
For years I’ve just been using ‘Highest Volume’. But for years I’ve experienced huge volatility in our off season (Q2-Q3). I’m quite happy to breakeven during these periods so I’m thinking of testing ‘caps’ to control spend and performance.
But where do I start? Can anyone recommend a good YouTube video explain this?
For context:
• Targeting the UK and USA
• AOV = £53
• Target Meta ROAS: USA 1.4 / UK 1.2
• Target blended ROAS: 2.0
• Monthly spend: £65k
Hi channel, do you know if it's worth it to test optimizing for add to cart in addition to purchases on FB? Our purchase events are so sparse that we wanted to test a conversion event earlier in the funnel. However, we keep hearing that we should optimize for purchases only. Curious to hear what you think.
I'm with @Charles Tichenor IV here — I see people wanting everything automated with a tool when the best tool is a g-sheet.
I also see founders wanting to be completely hands off with the data, and this is where the biggest mistake is IMO. Being connected with the metrics makes you really think about what's going on in the bizz — got this from @Charles Tichenor IV. It makes you find holes you wouldn't otherwise spot.
can we use google sheets?
Finally had my first call with a meta rep - their only real suggestion was to shut off my current campaign, launch a new campaign (ASC+), copy over my best performing ads into a single ad set to avoid auction overlap in my current manual campaign.
This would be about 10 ads or so.
We have any thoughts on this approach? Not happy with my current performance.
Hey Gang:
Our agency, eComCatalyst, focuses 99% on Marketplaces, specifically Amazon. But, many of our clients are begging us for help scaling their D2C off-Amazon as well, Shopify, etc. We've piloted a few clients and have done "ok" managing Google Shopping Ads, META ... but it's just not our strength. We are looking for a rockstar D2C agency that we can refer clients to, or, even better, that would we could whitelabel in-house. Think small/mid-range client, so for most of our clients, this would need to be sub $2-3K/month if possible. If ROAS is there, clients are willing to scale and grow.
Google Shopping, META specifically .. TikTok is a plus, but not our focus.
Gimme your best people!
Also, MODS: wasn't sure if this is best here, or in <#C04UDA71EQ3|> and didn't know if I should post in both?
Wow, that makes a ton of sense. Thanks so much for the tips!
You're the man <@U089DHC25HT>!
Loving your regular insights on AI prompts
thank you so much!
AMAZING
Was looking to tap into Deep Research this week as I've been unsatisfied with surface level insights and ideas from most LLMs. Would you be willing to share your prompt you used?
How would you guys structure you ad account for high-price products with a longer customer journey?
Meta shared some best practices with select partners for Q2, saw this on X and thought I'd share:
ASC (Advantage+ Shopping Campaigns)
• Meta's definitely pushing this as their future-focused option
• Great for scaling ads that are already working
• Perfect for middle/bottom funnel strategies
• Where the platform wants everyone to end up eventually
CBO (Campaign Budget Optimization)
• Your go-to for testing with assets you've already established
• Not where you want to start with brand new creative
• Automatically shifts your budget to what's working
• Think of it as your optimization workhorse
ABO (Ad Set Budget Optimization)
• The underrated option when ASC isn't delivering
• Perfect testing ground for new creative
• Helps assets that aren't getting any love in ASC
• Collects the data you need before competing with winners
Some Practical Tips:
• Give campaigns a full week before making decisions (buying patterns change day-to-day)
• Keep it manageable with 6 creatives max per ad set
• Go broad with Advantage+ Audiences across campaigns
• Budget for at least 50 conversions per creative
• Match your test settings with ASC for smooth knowledge transfer
What's Coming:
The Q4 2024 algorithm update is doubling down on matching specific creative to different segments.
Basically - the more you can tailor your messaging to different audience segments, the better your results will be.
It all starts with a forecast. If you have run something similar in the past you get a seasonal curve which you can apply to the current year/offer.
Then you backtrack from a profit goal into an efficiency/spend target by day.
Without historicals you're running off of a guess of what efficiency will look like with the offer at X spend.
So in that case the best you can do is adjust budget daily based on 1DC and actual sales, if there is room to spend more due to an over target actualized efficiency, spend more and vice versa.
Cost controls enable you to start with an efficiency target then spend as much as possible while (mostly) hitting that mark, so in that case you don't have to worry as much about keeping the target level with spend adjustments.
All of your questions are impossible to answer quantitatively without historical data as it's all too relative to the brand, offer, season, niche, aov, customer demo, macro environment etc.
Some general BFCM numbers though are a 7-30 day lead ramp up with spend right before the sale hitting 10X of status quo, keeping this constant through the entirety of the sale period with a taper towards the end and budget back to status quo post offer.
ROAS/MER/efficiency is expected to increase but, very high spends will pull this down. efficiency typically settles back to baseline or -10-30% for 1-2 weeks before returning to status quo.
Two resources that may help are:
to measure hypothetical effects of a given sale
- to understand spend's diminishing effect on ROAS/MER etc.
only a matter of time lol, but I’m crossing my fingers for you!
it has taken effect, if you’ve been impacted, you won’t be able to optimize for the traditional conversion events.
@Charles Tichenor IV might be able to share
Myself and a couple colleagues are dealing with a particularly nasty account blocking issue where we have been locked out of Meta. The normal methods of 2FA are not working. If anyone has found any workarounds for this, please share.
A new winning ad is now taking literally 90% of our spend in our ASC lol.
So now other winning ads are getting almost zero spend. Ads that used to spend a few hundred dollars per day each, now spending like $4 per day lol.
Is this bad? lol
I guess there's not much I can do about it, as the only solution would be to turn it off, which we can't do bc it's doing well.
But have never seen a single ad dominate that much spend at the expense of everything else.
Any wisdom on this?
or ride it out hoping they'll fix it quickly
shopify is down - do you guys normally turn off all your ads ?
we have given preference to first-click attribution which is clearer from TW. esp because we have a high share for long (>2 days) journeys. So, we scale based on TW insights.
Follow where the spend goes and the impact on the business.
Google is likely inflated as it's high intent usually due to Meta spend. I'd focus on scaling Meta
So my best advice would be to ditch the attribution tools.
They will confuse you more than anything. If TW says performance is good on a campaign but Meta says it's bad, will you be cranking it up or down? Serious question