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- The Weekly Sharpener #88
👋 Hey fam!
I'm really excited to share this 🤌 Sunday roundup with you!
On this week's episode of Add Creative Cherene Aubert (Head of Growth & Analytics @ Bobbie) she shares her journey from her early days in marketing to her current role at Bobbie.
She digs into how to create a growth model when growth isn't on the company agenda. How to build a MarTech stack and what a modern marketing organization should look like.
Cherene delivers the goods!
We also dig into how much of your budget should be allocating to testing and the long-term effects on your business of not experimenting on a regular cadence.
Finally, we break down how isolating elements for creative tests will show you what is delivering value to your customers (and your stripe account 😎), with a few examples you can try.
Cheers,
Chase
Pencil - Creative AI
Pencil allows you to scale your creative testing on paid ads by automating the creative production process. All you need are your assets, branding, and performance data then in minutes you'll have your new ads ready to test and find new customers. 🚀
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🎙Add Creative
Apple Podcast 🍏II YouTube 📽
A sneak peek from Episode 17 👀
I think as a business matures, which, you know, Bobby has seen insane maturation in like the year and a half we've been in market. We've probably done like, and matured like 10 to 20 years. in that, in that year and a at massive scale, it becomes. Important, you know, how each channel performs on its own and more how you as a company are penetrating your customer base and penetrating your market and expanding your market share.
And for true growth, you really have to look at your total addressable market and figure out how you're gonna capture more of. Sometimes that means doing more advertising and getting in front of more people. Sometimes that means putting new products into market. Sometimes that means launching impossible-to-measure campaigns that seemingly have no ROI.
But we'll reach millions of people. Yeah. It's I think it's unlimited. That's why being in growth is so awesome!
If you enjoy the episode, please rate us 5⭐️'s & share!
Content That Matters 🐐
Why it matters: Everyone says it, test test test. I bet you're numb to hearing it now, right? Cliches become that way because they are rooted in truth.
Finding your best customers today, tomorrow, and into the future requires innovation. You can't innovate without testing. Let's break down why.
You have a target customer. How many of them are out there? The number finite, don't deny it. Once we figure out how to reach them most efficiently, we drill down into that creative angle and push it to the limit.
How many times have you heard, "UGC works best for us" or "TikTok style ads are killing it for us" Yes, today they are. TODAY. But what about when you have saturated your market or overserved the same type of message?
Have you heard the old adage, "If you're not growing, you're dying" - here's a new one, "If you're not testing, you're dying".
Until you have true brand equity that you can depend on (which is incredibly rare) then you have to be allocating budget to testing regularly to both find efficient core customers + adjacent new customers as well.
This article says 10%, which should be the minimum and the bias here is large-scale tech companies that have massive paid budgets.
If you haven't reached that scale yet, you need a higher proportion so you can have enough data behind each test to feel that the results are meaningful.
Your creative is what differentiates you, if you don't test how to continuously make that unique & fresh for prospects, diminishing returns will undoubtedly creep in.
How much budget are you allocating for testing new angles, styles, and lengths of your creative?
Thread of the Week 🧵
This is the best month on FB ads that I can remember. Here's a bit of what I'm finding work so well right now...
1. Nearly all whitelisting
If you go to our Fb library, you might see one or two ads. I test on nearly every creative and 9 times out of 10, whitelisting wins.
— Cody Plofker (@codyplof)
1:33 AM • Aug 25, 2022
What it matters: Seeing strategies for testing from a scaling brand is very helpful and Cody from Jones Road shares some real gold in this thread.
One thing you'll realize with threads about media buying is everyone has a different and similar strategy. Baked into each of these is the fact that each brand has a different customer, that responds to different things.
The throughline we see is testing to figure out what works amazingly, what is just good, and what is bad is imperative.
Education in your ads in paramount.
Variable testing will allow you to find a handful of hooks or lines of copy that resonate more with your prospects. Then you can iterate new versions horizontally and test.
Not every ad that you leave on in your ad account is a "winner" some do just fine and that's okay.
Fast editing can help keep your viewer engaged...like a movie trailer does.
Landing experiences REALLY do matter to the performance of your ad. Make sure some of your attention goes there.
The big takeaway -> isolating the elements that work needs to be done at every level: ads, landing pages, pricing, checkout, lifecycle, customer experience, brand. Each one will either drive a new sale, repeat sale, or churned customer.
You have to be methodical about how you test, record, and iterate to find what will have a meaningful lift.
Expert Strategy + Learnings
Some amazing learnings from thought leaders in DTC.
Carl's CRO Tips 🙌
Congruence between Ads and LP. Ads need to draw attention and create interest. Landing Pages should persuade and sell. Congruency between both is the key component to actually making the sale. Therefore use the same Images, Headlines, and Offers throughout your funnel.
For more 🔥 follow Carl Weische from Accelerated.
Rahul's Paid Media Learnings 🤘
One ad creative we’ve been using on our clients with high a AOV is mentioning the price point on the creative.
Show users exactly how much it costs before they even click on your ad.
Direct increase in revenue per click and also a lower amount of people actually telling everyone how much the price is in the ad comment section.
Follow Rahul here for more 🧠
Creative Cuts ⚔️ - ICYMI
Want to learn about WHY the creative you love works and how you can leverage it 👇
Worth Your Time 💡
No explanation, just content we love and think is ultra-valuable!
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