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- The Weekly Sharpener #74
👋 Hey fam!
This Wednesday round-up is filled to the brim with amazing marketing resources and value.
Before we dive in, it's almost the beginning of summer so make sure while you're trying to crush your goals you take a little time you enjoy yourselves, you've earned it!
Carl Weische (CEO of Accelerated) gives us some insight of what it's like to grow a successful business from 0 employees to 20+ bootstrapped in just 2 years. Plus shares his feelings about how learning about yourself can make you a better leader and operator. (Also some amazing CRO 🔥)
We look into a little info on the new Shopify rollouts they are planning this summer and the huge impact they will have on merchants.
While learning from one of the best in the business as he shares a front-row seat to his creative testing strategy and how it's been working for him.
We are grateful for a space in your inbox. 🙏
Cheers,
Chase
P.S. - if you're interested in advertising on connected TV, respond to this email, I have a special treat for you.
🎙Add Creative
A sneak peek from Episode 8 👀
So many people like to focus on one specific KPI and they say, oh my gosh, the TikTok CPMs are amazing. They are insanely low, like 30-40% lower than on Facebook, but you are also acquiring so much more low-quality traffic. So in that sense, you have to calculate like how the traffic is from like the way that you're purchasing it.
And then also how much of it is converting. And then again, compared to like Facebook, Google, and all the other channels. So maybe Facebook has like 10 times higher CPMs, but maybe Facebook also has 15 times higher conversion rate. And then it also makes sense again, to just scale them Facebook.
If you enjoy the episode, please rate us 5⭐️'s & share!
Content that matters 🐐
Why it matters: The more creators available to make epic content, the more happy users there are who are not leaving Meta's products in droves.
If they can coax enough creators back through multiple avenues to earn on the platform, we could see usage numbers spike downstream as a result. As we see many users are loyal to creators over brands these days.
This affects brands because Meta has rolled out its Brand Collabs Manager + Reels Play Bonus program, giving them more access + easier to premium placements with creators.
Meta is making their play to get the space they lost to TikTok. We will benefit!
Why it matters: Shopify just brought itself into the new era with a host of drops that will help merchants deal with the headwinds that they are facing. It's like they planned this.
From cross-selling to sharing audiences with other merchants to helping stores have B2B options to give revenue generation. The possibilities for merchants to build meaningful experiences that help the brand grow are now easier than ever.
Our personal favs: Audiences + Shop Promise for shipping.
A great quick break down here 🎯
Why it matters: I'm going to say or actually write the A word. TikTok has done something interesting. They are allowing you to dictate your attribution window.
CTA: 1, 7, 14, 28-day Window
VTA: 1, 7-day window
Only time will tell what this means for brands + media buyers but it's a signal to me that they still are getting enough incremental attribution for their ads, so giving people power to dictate HOW they measure will help more ad dollars flow in.
One note about why this could be helpful - every product has a unique purchasing cycle, if a brand has a sense of what that cycle is they can choose their window accordingly. Meaning properly attribute the sales.
Carl's CRO Tips 🙌
Don't Say:
"I sell Make-Up." ❌
Rather say 👇
"Express yourself and stand out." 🔥
"Make-Up lets you be who you want to be." ❤️
"Add glamour to your look." 💘
Sell the emotions & desired state. 💯
For more 🔥 follow Carl Weische from Accelerated.
Thread of the Week 🧵
This year we tested WELL OVER 500 pieces of creatives on Facebook. 🚀
Here are our top 5 ads that have been backed by 6-figures of ad spend each. 💰💸💵
A 🧵👇
— Ash (@ashvinmelwani)
Jun 20, 2022
Why it matters: How often do people share this openly? Ash is a lovely person for be willing to share so freely.
This matters because if he's tested 500 ads, and these are Obvi's 5 best ads with 6 figures of spend that means the scaling hit rate is 1%. So my question to you, if you want paid ads to help grow your business, how many ads have you tested and do you have the core components that have worked broken down to an atomic level?
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Worth Your Time 💡
No explanation, just content we love and think is ultra-valuable!
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If you missed last week's issue you can find it here.