Controlling the full ad environment is as important as ever. Which leads us to another area that remains often overlooked by DTC brands: a converting landing page.
Most brands we audit still run their ads to their homepage or a product page. While this will lead to some conversions, it will not convert as well as a landing page that educates new customers on what you do and why they should care about what you are selling. Your goal is to shorten the conversion journey and sending visitors to find all the relevant information on your website leads to confusion and oversight.
Moving to landing pages for several of our clients has helped lower their CPA by 20-50%. Couple this with impactful UGC content and you are off to the races.
80% of our audits end up uncovering outdated or reckless ad account structures. Poor setups don’t just create massive ad waste, they also wrongfully convince you that “Facebook doesn’t work”.
We’ll admit —it’s gotten a lot harder. However, you can still make it work with the right team behind you.
There’s a good chance that our next step will involve rebuilding campaigns from the ground up.
In today’s world, the most effective approach is a simplified and consolidated campaign structure. Since Facebook’s ad delivery gets even better once it exits the learning phase, we want to avoid having too many campaigns at once.
Another crucial step involves setting up the appropriate audience exclusions so that Facebook works harder to help bring in new customers.
We don’t care about a high platform ROAS. In fact, we don’t believe in chasing ROAS at all. It’s an outdated metric that can easily be inflated through heavy retargeting — nothing more than a fake “feel good” KPI.
Any eCom brand in today’s world should hyper prioritize Facebook’s ability to deliver cold traffic and new customers. Remember, Facebook is currently the best media platform for delivering TOF (top of the funnel) traffic to your store. That’s why we focus on other more important metrics like nCPA, LTV/nCPA, MER and new customer revenue.
For returning customer revenue generation, we let the appropriate email and SMS setup do the heavy lifting. This gives us more ad dollars to invest into net new customers – the oxygen of your business.
We live in your ad account. Don’t worry–we’re not tweaking budgets and relaunching ads daily (bad idea); but we monitor important metrics like CTR, CPM and CPAs to understand if we have opportunities to scale or if there’s a need to generate more ad content.
We’re not only hired to run your Facebook ads. If your profits/multipliers are not where you want them to be, we won’t be afraid to pause ads and go back to the drawing board.
We’re obsessed with business data. While profits, net margins, cash turnover, and COGS are metrics that most agencies don’t care about, our focus on growing these is our best bet you’ll stick around with us longer.
Oh and our other obsession? Turning businesses into sustainable powerhouses.
This is what separates us from all of the other agencies you may have worked with before. We’re more than media buyers—we’re problem solvers. If something needs to be tweaked within your business offering to make it work better, we’ll call it out and be right by your side to do the work.
So, let’s explore working together. We have a feeling that you (and your profits) will like how different we are from the rest. Don’t take it from us, read what Steve had to say below.