David Gorton

#paid-media - January 13, 2025 at 04:08 AM

What’s Been Working for Me
Using the “states of awareness” principles from Breakthrough Advertising, I’ve revamped my Meta campaign setup, and it’s been yielding great results.
Initially, I noticed that my attribution in Ads Manager showed a healthy mix of 1-Day Click and 7-Day Click. Based on this insight, I tested the following setup:

1-Day Click Campaign ASC+
• Product Aware Ads
• Most Aware Ads
7-Day Click Campaign ASC+
• Problem Aware Ads
• Solution Aware Ads
This strategy has significantly reduced my CAC (Customer Acquisition Cost) while scaling my 1-Day Click Campaign.
Here’s my hypothesis: the 1-Day Click Campaign is targeting in-market buyers who may not have seen my ads yet. If they’re new to my ads, it’s likely that my competition has already done the heavy lifting of educating the consumer. By using Product Aware Ads, I can reposition and differentiate my brand from competitors. Then, I follow up with Most Aware Ads, presenting a compelling offer to close the sale.

The 7-Day Click Campaign, on the other hand, serves as a middle and lower funnel strategy. The frequency data shows that these ads are hitting very warm audiences with an average frequency of 2.5 to convert, while the blended frequency for my 1-Day Click Campaign sits at 1.3. This balance ensures that my campaigns are effectively targeting both low and middle-funnel audiences.
In summary, this approach allows me to strategically leverage the states of awareness to drive conversions while minimizing CAC.

#wins-and-humblebrags - December 19, 2024 at 11:31 PM

<@U0864L50A0Z> as we are still growing I will be holding back on the name, once we are more established I will share a case study on how we achieved this.

#wins-and-humblebrags - December 18, 2024 at 04:49 AM

After growing brands from the inside of an agency I decided to take the plunge into my own eCom business.

First 7 months and I have just hit the 1st million, we could have reached it earlier but we ran out of stock in September for 3 weeks due to forecasting not taking into consideration our subscribers.

For context it’s a consumable product with monthly subscription, currently we are sitting at 60% EBITA.

I encourage anyone that is thinking about taking the plunge into D2C and you currently work or have worked in a eCom agency do it!!! Have confidence in yourself you can do this you have the skills, stop making other people rich.

#the-welcome-mat - April 23, 2023 at 11:50 PM

Hi @Varun Chopra, sure thing mate below are some of my fav’s.

• Decoded - Phil P.Barden
• Predictably Irrational - Dan Ariely
• Contagious - Jonah Berger
• Made To Stick - Chip Heath, Dan Heath
Do you have anything to add? any fav’s?

#the-welcome-mat - April 17, 2023 at 01:31 AM

Hi Everyone! Coming too you all the way from Perth, Western Australia 🦘

I’m a SNR digital strategist for a agency based in Australia/USA, I love digging deep into consumer phycology and the science behind why we buy. Looking to jam and share all things digital marketing!