NJ retweeted
It's finally OUT! First podcast I've ever done. Hopefully it's helpful for the DTC folks. 🙏
Thanks to @andrewfoxwell @brad_ploch & @zachmstuck for having me:)
@briannjho spitting free game on offers, creative, pricing psychology. 🥵
my man is IN IT.
super fun episode: youtube.com/watch?v=aeja1y-e…
too many people look at win rate in ad pipeline wrong.
its only true purpose is diagnosis, what trend is happening to it.
it should have no impact on volume, but in most cases it does. -we have to spend x to get y winners that will carry z spend, that's complete cope and blindness.
just focus on tail wins, which is the net new engine/formats, and innovate as much as possible there.
everything else is cope and mathematically flat out wrong.
most people keep asking how do i grow and what am i missing
wrong question
growth is not addition its constraint removal
find the one thing capping everything else and kill it
two ways to find it
if youre underwater youre already staring at it, the thing drowning you right now is the constraint, go fix that
if youre cruising, head above water, nothing screaming at you, then you have to manufacture the pressure, ask what would break first if i doubled output tomorrow
that thing that breaks is your next constraint
so you go stress the system on purpose, put yourself back near the waterline, and fix whatever cracks
thats the whole game
underwater you fix what is drowning you
cruising you create the drowning so you have something worth fixing
you dont grow by adding more
you grow by finding the wall and removing it, over and over
NJ retweeted
We have a pretty cracked video team at the agency these days, and yesterday...
One of the guys demoed how he does "Song Ads"
One of the coolest things I think we do as an organization that really builds our company culture is that...
every two weeks, half the company gives a presentation on:
- what's working
- what's not
- new tools
- tips
- hacks
Basically stuff that helps support the rest of the team or warns them not to do a certain thing
these are always done as PowerPoint presentations and:
1. First place gets a thousand bucks.
2. Second place gets 500.
3. Third place gets 250.
So you can imagine, depending on where in the world you live, these little bonuses are pretty nice when you win
So the guys are always trying to win. Plus there's some pride and ego when you win a lot
We have another designer who won the last two times he presented so he basically made a couple thousand bucks last month
This week however one of the video editors decided to really step up his game after making a few song videos that were crushing
I posted the video below even though I was kind of hesitant about it to be honest
But what he delivered was so entertaining, so impressive. I just wanted to share it with you guys
And then I just want you to think, imagine what the guy who made this video
Does on the video ads for our clients 🥃
We're typically a full-service agency but the quality of our videos is really so outstanding at this point I think
I've been toying with the idea of only offering creative services as a business line
So yeah we would still do all the standard shit like writing the copy and the scripts and creating static images and creating videos
And of course landing pages, which are bread and butter
Shit one of the guys on my team launched 12 landers across three different offers this week. They all went live yesterday
Every single one of them hit
Anyways the point is I'm thinking maybe it's a separate business line
You can also just buy creative services from us. Honestly I'm not sure it's something I want to do
But if you're interested in it, talk to me because I'm still really, really on the fence
But basically thinking we can provide landers and videos is kind of like a bundle
Our core offering won't ever change, where we handle all the ads, the videos, the landers, the CRO, the media buying, the optimizations, et cetera
Mostly because I like being responsible for the campaign start to finish but it could be something interesting
Oh I don't mean to be selling our services here. That's not the point. It was literally just sharing what's going on in my head right now
After the presentation yesterday, reminding me how cracked our video team is right now and how proud I am of the team
And if you aren't having the guys on your team do presentations for the other members on your team,
pro tip: I can do it. Feel free to hit me and I can add some color on how we do it.
Although it's pretty straightforward 🥃
*Voice to text, no edits. So If something doesn't make sense, get over it
I usually don't drop sauce directly from internal documents at our company, but...
In the bi-monthly presentations yesterday, somebody blew my mind 🤯
youtu.be/PeaKJsxWAdU
NJ retweeted
Customer service at scale:
Ridge had a 93% CSAT score last week.
Standard is 80%, but in dtc you need to be in the 90s.
We processed nearly 2,000 warranty claims for wallets.
And we processed over 1,000 lost rings.
Reliability at scale is hard.
Your 3PL might honor 99% SLA times. Meaning 1/100 orders will be delayed or messed up
Your cx team might be able to hit 99.9% success rates. But that means 1/1000 tickets will be messed up.
For a brand like ridge, that means ten people a day get messed up tickets.
How do you get the extra .9 or .99%?
This is where ai is going to come in.
A messed up ticket could as simple as someone forgot to click “send”
Or their computer froze and they forgot where they are
Ai is going to get brands that extra 2 decimals of reliability
NJ retweeted
Actual sauce, bing ads are wildly slept on
$20k in revenue from $2.8k in spend
7x ROAS from a platform 9 out of 10 ecom brands have never logged into. let me tell you which one
bing
i know. nobody thinks about bing. and this is why bing prints
bing captures 6 to 8% of search market share. sounds small. the users are disproportionately high-income, older, and hold significantly higher purchasing power per click than google users
CPCs run 30 to 50% lower than google, and competition in 9 out of 10 ecom verticals sits near zero
bing's import tool clones your entire google campaign structure in minutes. we launched a fresh account for a client with zero history, zero data, a brand new channel nobody on their team had ever touched. 4 weeks later, $20k in revenue from $2.8k in spend
the economics make no sense until you understand what runs underneath. your meta ads reach someone who uses microsoft edge (bing is the default search engine), they see your ad, get curious, and search for your product or category
on google, your competitors sit in the auction, fighting for the same buyer and driving up CPCs
on bing, nobody is bidding. your ad shows up alone. the CPC is a fraction of google. and the buyer has higher household income on average
same demand, captured on a cheaper channel from an audience with more money
the setup takes 15 minutes and i am not exaggerating. open a bing ads account, use the google import tool, and the tool pulls your entire campaign structure: ad groups, keywords, ads, extensions. everything mirrors over automatically
adjust bids down 20 to 30% (bing CPCs are naturally lower) and launch
15 minutes of setup for a channel producing 7x ROAS on a fresh account in 4 weeks
the brands who have figured this out are collecting incremental revenue at discount CPCs while their competitors do not know bing has an ads platform. every month you wait, your competitors who DO know about bing are building account history, quality score advantages, and conversion data making their campaigns cheaper to run than yours will be when you eventually start
the arbitrage window does not last forever. bing is underpriced because nobody is there. once more brands figure this out, the auction gets competitive
same pattern as meta in 2016 to 2018 and google in 2017 to 2019. early movers compound the advantage while late movers pay a premium to compete in an auction the early movers already own
right now, this is free money sitting on a platform 90% of ecom founders have never opened
another angle 9 out of 10 people miss: your meta ads reach someone using edge as their default browser, edge defaults to bing, and the buyer sees your meta ad, opens their browser, searches for your product, and YOUR ad is the only one there
same demand your meta ad created, captured on a platform with zero competition
15 minutes. one import. the receipts show 7x ROAS
amin
(DM me "LEAK" if you want us to set up your bing ecosystem)
the best thing you can do right now is go back in time and find winning formats lol.
like the whiteboard, chalkboard, or powerpoint style
The reason why I believe this is because every time I have seen something scale like crazy in an established market, it was due to a format innovation.
The first podcast VSL by @IAmAlenSultanic, the first talk show vsl by @DerickCarneiro_, my vice insider ads for debt relief, my reddit story ads for auto insurance, my crying grandma ads for memory loss etc.
Disguising the sales process as a credible piece of media that's shared without an agenda seems more powerful than copy alone.