3 Lessons For 2022 (after spending $21m on ads in 2021)

2022.01.28 22:58 AdYeti 3 Lessons For 2022 (after spending $21m on ads in 2021)

Hey fellow ecommerce aficionados. With the 1st month of the new year coming to an end, I wanted to pop in here to share lessons from 2021 that we'll be applying moving forward in 2022.
Every tidbit and takeaway I'll share with you came after spending over $21m USD on advertising in 2021. 90% of this spend went to Facebook + Instagram, TikTok, YouTube + Google, Snapchat, Pinterest, Reddit, Outbrain (& even TrafficJunky, don't ask).
^ the above spend was spread primarily across 9 companies in vastly different industries.
Lesson #1 - Awesome Post Purchase Customer Experience.
If you are lucky enough to be acquiring customers at or near a profit, then do not take it for granted. Wavering ad performance and instability in 2021 taught all of us just how valuable existing customers are. Moving forward, we are urging every client to implement a gifting practice. Positive experiences post purchase are the name of the game moving forward. We ran several tests with this towards the end of the year and saw a whopping 29% bump in customer retention rate on customers who received a free gift in their initial order. (Keep in mind, it's only been three months since this experiment started so we still don't know how big of an impact this will have in another 3, 6, or 12 months.) The best gifts will supplement the main purchase they made and include a personal (& humorous) thank you note. It is best if the gift has a high perceived value to your customer but a low cost to you. Since doing this, we also noticed a HUGE increase in engagement rates on all post-purchase retargeting ads as well as a correlation to higher e-mail open rates for affected customers. P.S - Personal anecdote about this. I bought $10K worth of furniture online from West Elm a few years back and they threw in a free set of dark marble coasters (roughly $32 retail). Never thought I needed them but they turned out to be my favorite coasters & guests always compliment me on them to this day. Guess where I shopped when I was moving? Yep, West Elm just turned $32 into another order of $24K. (I'm not a big spender but they really made a lasting impression with those freaking coasters.)
Lesson #2 - Testing More (& Better) Creative Negates 95% of Ad Performance Issues
Again, most brands were spoiled by Facebook's accuracy and lower CPMs and took it for granted. Throwing up an ad and simply stating what you've got was enough. "Buy my shower curtain. It has ducks on it." This is no longer the case, but most brands (even big ones) still haven't caught on. About once or twice a month, we fire up the ad account of a client coming from one of "the big 3" ad agencies and we cannot believe our eyes. Month after month, they test an average of 5 pieces of UNIQUE creative per month. This is a surefire way to hit a high frequency & get penalties on your ad performance while guaranteeing yourself the lowest number of chances to hit a winning ad. You absolutely need to develop a framework for sourcing content. You being on vacation, or asleep, or waiting for the response from that agency you paid, cannot be the bottleneck in obtaining new ad creatives. Also, have a video editor stitch all your content in every which way to find the best scroll-stopper intro & the strongest call-to-action. 20 videos can become 60+ solid ads if you're crafty. Right now UGC (user-generated content) is absolutely crushing it and much cheaper to produce in bulk. Brownie points if you leverage TikTok trends like generated voiceovers, green screen, & using storytelling narratives. "My boyfriend and I are long distance so he got me this ______". By increasing the frequency of tests, we increased the amount of "winners" we hit. Not only that, but our winners had to battle it out and we would find outliers that had astronomically high link click-through rates. Out of 30 tests, 28 may have 1-2% link click-through rate. Then 1 ad will have a 2.5-3% link click-through rate. And finally, you have that beast that has a 4.2% link click-through rate & you scale that bad boy. Doing this literally saved most of our clients from having to pause ads when the iOS update happened. Having more of these "superwinners" also allows you to scale higher before you hit a ceiling due to less ad fatigue. This is probably the #1 factor that enabled us to even spend $21m this past year without diminishing returns. SIDENOTE: Do not waste your money on those "high production" commercials. We bought a bunch for $20K, $30K, and even $50K. People hate ads that look like ads. Maybe they work in a movie theater setting where attention is a given. They do NOT work on social media. I don't care that it's shot on a RED camera and the script was written by a comedian who worked for SNL. Compared to our best UGC ads, they tank 19/20 times (real data). Tbh anything that doesn't resemble content that is native to the platform basically tanks. (If any of my friends at creative agencies read this, you did a great job & the quality was amazing. Unfortunately most of the redditors here cannot afford to drop $30k on "brand awareness". No hard feelings, start offering UGC-style as a service and price accordingly).
Lesson #3 - Recurring Deals With Undervalued Macro Influencers = Money Printer
After working with literally thousands of influencers, we stopped being "transactional" and started to get to know these people. We started to ask them what it is they really want and how WE can make THEM happy. Want to know the #1 answer? Stability. Most influencers, especially the small ones, do not know if their gmail inbox will have a collaboration request tomorrow, next week, or next month. Therefore, when they do "hook" a brand they throw out a price that will help them pay the bills and save for a dry spell. Most of these prices are arbitrary and decided "in the dark" since most influencers are unaware of the returns they provide to brands (we conducted a survey). Many times they can even have an inflated idea of what their ROI is. We realized that the traditional way of working with influencers was primitive and a lose-lose situation. As a brand you're essentially betting on a single half court shot. Even if it's Steph Curry himself, it's still a massive risk. We flipped this around and created a win-win situation. Rather than paying a big price upfront, for a single post that MAY or MAY NOT perform, we gave every creator 4 chances. Based on those 4 chances, they could secure a longer term deal. Rather than $600 for 1 post, we can do $200 per post once per week for a month. But here's where it gets even better. We give them a unique discount code and a commission on any sale that uses that code. Your potential earnings are WAY higher than the $600 you asked for and directly tied to performance. We always back this up with data from other influencers who work with us and we can even guess a number based on audience size. (Even though I don't recommend giving out estimates until you've done hundreds of these deals for the same product/industry etc. Can give false expectations and turn a deal sour.) Anyways, in the end you end up closing a lot more influencer collaborations this way and everyone is happier. Most of the brands where we do this are soon showered by influencers who were referred by their influencer friends. Oh, and I almost forgot! The "undervalued" part. Sadly, we find that, on average, once an influencer worked with a big brand (think HelloFresh, ASOS, or Magic Spoon) and they have a talent agency, their rates are highly inflated and almost never justified in ROI. Even after 12 months. The absolute best deals we've done are with influencers who are growing rapidly but haven't "made it" yet. This is now our "bread and butter" strategy and we do it with YouTubers, TikTokers, & Instagram influencers. So far we average 21x return on investment at the 6 month mark.
Alright, I could go on but either Reddit will crash or you'll fall asleep reading.
Those were the lessons from 2021 that we'll be adapting in 2022 pretty much all across the board. Reading is fun but now go and try executing. That is the only thing that moves the needle. Small daily actions in the right direction do WONDERS when compounded over time. Best of luck to you. I gotta run before I turn into a motivational speaker lol. Go crush 2022! - Simon
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2022.01.28 22:58 Red_PapaEmertius2 Balaclavas?

Anybody like them? If so where do you get yours? Hot weather ones as well
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2022.01.28 22:58 ReyesJose530 How did your surgery go?

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2022.01.28 22:58 Abdulcrypto784 آؤ تو رضی ڈھونڈنے نکلیں کہاں کھو گئے سویرے ہیں

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2022.01.28 22:58 Tnew326 [Searching] TH14,13,12 and mini’s

Looking for a real solid, talkative clan with strong leadership that I could join in future. Am happy to help rebuild a new clan also if need. No copy, paste messages please. Thanks
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2022.01.28 22:58 bs-circojeca A mensagem deste fio foi criptografada e só sobraram voces e a gravidez prejudica o desenvolvimento do país

Estou desempregado e não sei se gosto muito de postar naquele subreddit. Apenas penso diferente mesmo, pois me recuso a ser mais de um mês de punheta com a mão ESQUERDA. Esse site diz que o problema é que ele é feito.
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2022.01.28 22:58 turbopanguy What Tusken raiders look like

If Tatooine was an ocean planet and the oceans all dried up, it’s possible that Tusken raiders are an aquatic species. Maybe they wear the masks to protect them from the heat of the suns. Boba Fett didn’t add a mask after he joined them. Maybe that’s because he didn’t need it the way the natives do.
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2022.01.28 22:58 JarnailYamamoto Meet the Brampton network fighting the labour exploitation of international students

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2022.01.28 22:58 SennMassa What are your favorite adventure movies about field research/exploring the wild?

Not sure what this 'genre' would be called, but I'm looking for movies with researchers/people exploring the wild. Some loose examples might be Avatar, Annihilation, The Martian, possibly Jurassic Park, Into the Wild, The Revenant, Cast Away, etc.
Doesn't necessarily have to be research focused or adventurous, just something to remind me of what the outdoors is like. Ty!
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2022.01.28 22:58 RLCD-Bot [Octane] [S1 - Supersonic Legend] [Titanium White Sparkles] [Titanium White Tunica]

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2022.01.28 22:58 SushuniTaco Double barrel shock lcg

Hello all, I am trying to make an lcg build with double barrel shocks and I was wondering if there is any way I could keep the articulation and still have an lcg kinda crawler. I’ve seen cinemoto’s limit strap idea but I was wondering if anybody had any other idea. It’s the stock chassis
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2022.01.28 22:58 Xzjosuezx Do you like my body?

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2022.01.28 22:58 Stig_Of_The_Dump View point. Bournemouth Beach. 2007.

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2022.01.28 22:58 katespadesaturday Experts Say Crisis Pregnancy Centers Are Poised To Be The New Site Of Abortion Sureveillance

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2022.01.28 22:58 dmaniac0206 Sync Nuke Potential Top Rankings Infographics - February 2022 Update

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2022.01.28 22:58 Id0ntunderstandj0kes Horrible pick-up lines (5)

You: I want to make you mind
You: Good, pickaxe is over there. We're digging a hole
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2022.01.28 22:58 su1eman How can I avoid this?!?!

Not to shit on OP, but saw this on facebook today and it scared the piss out of me. Mad respect, but how? how can this be avoided?!
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2022.01.28 22:58 fuckitimaroused Austin called me a libtard for calling for the “redistribution of wealth” by requesting Dino replace him

He can’t even take criticism about how annoyed a lot of us are with his stoner “opinions” that even Danny can’t stand. He the stands by political views to justify such critique.
Motherfucker I live in Brazil, calling me a Libtard on a worldwide platform is the most idiotic yet ironic thing you could say.
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2022.01.28 22:58 cristantrufa 23M Looking for a meaningful friendship

Hi, my name is Cristian (photo on my profile pic) I am looking for a friend or two to open up to. I'm really cool once you get to know me & once I have the time to open up you'll know what I mean about that. :) I love building long lasting friendships by sending lots of videos & I love calling if that's your thing too. Some of the things I am passionate the most about are playing chess and my black belt. If you want to know me a bit more, send me a pm! I will be replying to all messages tomorrow. Thanks for reading this
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2022.01.28 22:58 Dvoraxx I really like the Pirate but…

I really don’t like the sound her sword makes when she hits someone, it feels like someone’s slicing my ear open
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2022.01.28 22:58 NeoPromtheus27 He doesn't know yet

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2022.01.28 22:58 dand06 How do you evaluate workout difficulty?

So I have been doing 30 Minutes of HIIT Cycling classes. I have currently classified it as "hard" which shows me is burning 390 calories. Unfortunately this is my only way of knowing how many calories I burn. I currently do either tabata or HIIT rides every day on Peloton. Issue is I just use my own spin bike, so nothing from heart rate, resistance is really recorded.
Anyway, should I keep it as is? It seems like the calories are a bit high, its unfortunate I cannot track it accurately.
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2022.01.28 22:58 No-Analysis5146 Bellabrookz cum show

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2022.01.28 22:58 TailPipe-5 [Serious] Bean and Achilles in Enders Shadow

I've been a fan of the series for a almost a decade now. I've read (listened on auduble) all the books multiple times, and have especially enjoyed the shadow series, but something has been bugging me after my most recent reading. Is Achilles planning on killing Bean before they're reconnected in battle school? From Bean's perspective, yes and he was absolutely in the right to take the actions that he did. However, for the short time we're put into Achilles' viewpoint, it seems that he has no ill will toward Bean until their reunion.
Achilles seems to almost respect Bean, " and now, here he was in battle school, and who should be his first commander but little Bean, ready to take him under his wing, help him rise within this school. As if the universe was created to serve him.... Like Bean. It looked so promising at first. But then Bean started putting him down. Making sure the others saw that Achilles used to be Bean's Papa, but now he was just a soldier in Bean's army. There was no need for that, you don't go putting people down. Bean had changed. Back when Poke first put Achilles on his back shaming him in front of all those little children it was Bean who showed him respect. 'kill him' Bean had said. He knew then, that tiny boy, he knew that even on his back Achilles was dangerous. But he seemed to have forgotten that now... 'I was your friend and protector Bean, because you showed respect for me, But now I have to weigh that in the balance with your behavior here in Battle School. No respect for me at all.' "
Based on that, it seems that Achilles, from the moment he took Bean's bread in Rotterdam, maybe even from the beginning when Poke's crew knocked him down, Achilles didn't have the same need to kill Bean like with everyone else. Or at least it wasn't a conscious desire. Of course in that same passage Achilles talks about how grateful he was to Dr. Delamar and the teacher in Brussels, and he killed them both. There are things that Achilles had no way of knowing that would demand Bean's death. Seeing him and Poke at the docks and telling Sister Carlotta what happened. Does Achilles know that's what kept him out of battle school? Did he even know about battle school and that he was rejected from the program when he was taken to the school in Brussels?
If Achilles didn't have the same need to kill Bean, what was it that he promised Poke then? From the little knowledge we're given, were forced to agree with Bean's conclusions. But it could be something even simpler. What if he simply promised Poke he wouldn't tell the others she was a girl? To me that makes more sense, as after Bean reveals that Achilles has been calling Poke 'she and her' behind her back, Poke goes to Achilles. It could be that Achilles was going against Poke's pronouns in an attept to shame her, similar to how she shamed him.
This is why I love Orson Scott Card's writing. I don't know if it was interional, but it leaves so much room for debate in a seemingly throw way line. "you promised" was all Bean, and by extension, the reader heard and there could be so many more meanings than the one Bean comes up with. He could have promised not to leave the family, not to leave her, not to go after Ulysses or even something else that we don't know about yet.
I'd love to see a book from Achilles' perspective. From his time as a crippled bully, before becoming a papa, all the way to his death. Much the way Enders shadow was a different perspective on Enders game. I don't expect a different outcome, but I want to spend some more time in the mind of that killer, and get a better view at the things we were only able to glimpse through the Shadow series.
Pleaae let me know your thoughts on this.
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2022.01.28 22:58 SakuOtaku The Damage Done by a Hollywood Stereotype

The Damage Done by a Hollywood Stereotype submitted by SakuOtaku to PlusSize [link] [comments]