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How I helped @MacroSnacks 10x in One Month:
I’ll talk about
1. planning
2. creatives
3. bidding strategies
4. audiences
5. offers
6. future planning
Hit the like and retweet button if you find this thread helpful. Trying to give real in-depth info here.
I’ll talk about
1. planning
2. creatives
3. bidding strategies
4. audiences
5. offers
6. future planning
Hit the like and retweet button if you find this thread helpful. Trying to give real in-depth info here.
So a little backstory to this one. I met @MacroSnacksCEO over twitter after he saw my last case study thread I believe.
Macro snacks already had solid branding. They allow people a healthy snack option for non-keto eaters. It’s friendly and inviting.
Macro snacks already had solid branding. They allow people a healthy snack option for non-keto eaters. It’s friendly and inviting.
This was a small brand at first so that made me intimidated and excited. I could really help make this business grow, but its also easier to work with more established brands.
He worked with a previous agency before me, and with all honesty, they sucked.
They were doing tons of campaigns that weren’t conversion campaigns.
They weren’t iterating on creatives.
They weren’t testing bidding strategies. Lots of beginner mistakes.
They were doing tons of campaigns that weren’t conversion campaigns.
They weren’t iterating on creatives.
They weren’t testing bidding strategies. Lots of beginner mistakes.
The previous month they had done about 3k and the 3 previous months combined, about 7k (don’t have exact amazon numbers).
This past month we did 31k in revenue (25 on shopify, 6 on Amazon).
This past month we did 31k in revenue (25 on shopify, 6 on Amazon).
Now that we are passed the number porn that get people reading, let’s get into the details that actually help.
1st thing: Create a plan to scale.
People may think I’m jumping too far here, but you need to understand where your going before you get there.
We really didn’t have much info from the previous 3 months.
People may think I’m jumping too far here, but you need to understand where your going before you get there.
We really didn’t have much info from the previous 3 months.
This is a lower AOV so our goal at first was to be barely above break-even on the first purchase.
We are confident its a good product as 15% of people have came back within a month to buy again without any advertising to them (yet). We just needed to get them to try it out.
We are confident its a good product as 15% of people have came back within a month to buy again without any advertising to them (yet). We just needed to get them to try it out.
2nd step: iterate on creatives
This shouldn’t even need to be stated really its so obvious, but people still don’t do it.
We tested UGC, shots of the product, product with a headline, comparison to other chips, gifs.
This shouldn’t even need to be stated really its so obvious, but people still don’t do it.
We tested UGC, shots of the product, product with a headline, comparison to other chips, gifs.
Test different TYPE of creatives, not just the same type in 5 different ways.
The one that was a clear winner was just simple pictures with the product in the photo. Make them look yummy and people will click.
The one that was a clear winner was just simple pictures with the product in the photo. Make them look yummy and people will click.
We have some other ads still doing well (gif on Insta stories, comparison chips, UGC), but they are getting significantly less spend than shots of the product.
Once we got an idea of what creatives work, the next step was to test bidding strategies to find the best way to scale
Once we got an idea of what creatives work, the next step was to test bidding strategies to find the best way to scale
3. Bidding strategies
I feel like this has been a good discussion that many media buyers are having. For us, its a mix of cost cap and lowest cost that works best.
Cost cap was killing for awhile, but it died off and as I raise the cap it didn’t even do better than lowest cost
I feel like this has been a good discussion that many media buyers are having. For us, its a mix of cost cap and lowest cost that works best.
Cost cap was killing for awhile, but it died off and as I raise the cap it didn’t even do better than lowest cost
Lowest cost allows us to scale a lot more, but obviously is more volatile.
To be honest I haven’t nailed a for sure bidding strategy that works at scale. I think its somewhere in between lowest cost and cost cap and I really think it depends on the product.
To be honest I haven’t nailed a for sure bidding strategy that works at scale. I think its somewhere in between lowest cost and cost cap and I really think it depends on the product.
It’s easier to cost cap a 500 dollar product than a 15-30 dollar one. Margins are different and room to spend on a customer changes the game.
4. Audiences
Ya I put audiences all the way down here because they are less important than most people realize. I’ve tried stacking audiences and separating them out, thus far I have not seen any significant difference.
Ya I put audiences all the way down here because they are less important than most people realize. I’ve tried stacking audiences and separating them out, thus far I have not seen any significant difference.
It takes more time and money to find winning audiences separating them out, but you spend more testing when stacking audiences.
Please correct me if I’m missing something.
Please correct me if I’m missing something.
What worked for us was testing 2-4%’s and 10%’s and then broad targeting (large interests 50+ million or no targeting).
2-4%’s were LLA’s on purchases, IC, and ATC. IC sometimes performs better than purchases so definitely test it out.
2-4%’s were LLA’s on purchases, IC, and ATC. IC sometimes performs better than purchases so definitely test it out.
10% purchases works well, but I actually have seem FB and IG engagement 10%’s work really well across multiple ad accounts so we are in the process of testing those now.
Again I don’t want to put too much info here because I think its not as important.
When in doubt, go broad.
Again I don’t want to put too much info here because I think its not as important.
When in doubt, go broad.
5. Offer
Testing different offers is critical.
Our biggest concern right now is first time purchase. So we have a code that allows 25% off first purchase.
This mostly means people do our highest priced product, variety pack.
Testing different offers is critical.
Our biggest concern right now is first time purchase. So we have a code that allows 25% off first purchase.
This mostly means people do our highest priced product, variety pack.
This helps people test out product and increase our AOV for first time purchasers.
Reverse engineer your offer testing.
What is your final end goal, then think of offers that help you get there. This has been doing excellent for us (we might test lowering the % off though).
Reverse engineer your offer testing.
What is your final end goal, then think of offers that help you get there. This has been doing excellent for us (we might test lowering the % off though).
6. Future plans
Basically the rest is kind of the same as the start. We just are able to narrow our focus more by doubling down on what works.
Basically the rest is kind of the same as the start. We just are able to narrow our focus more by doubling down on what works.
I pulled the trigger and have hired a creative team that I have worked with in the past.
So we will be iterating on at least one creative per week and everything optimized for IG stories vs feeds.
So we will be iterating on at least one creative per week and everything optimized for IG stories vs feeds.
At this point I’m trying to put systems in place to have repeatable success for all my clients.
I’m super excited where this brand can go and I’ve loved being a part of this start up this early.
I love working with brands with a set out mission and something that really solves a problem.
I love working with brands with a set out mission and something that really solves a problem.
Please feel free to ask any questions and I’d love to answer.
I thank @MacroSnacksCEO for letting me help him improve his business and look forward to working together for the foreseeable future.
P.S. I don’t care if their are grammar/spelling mistakes in this thread.
I thank @MacroSnacksCEO for letting me help him improve his business and look forward to working together for the foreseeable future.
P.S. I don’t care if their are grammar/spelling mistakes in this thread.
