Mike Rome’s Post

🎢📉 Riding the Ad Revenue Rollercoaster? Time for a New Game Plan! 📉🎢 Hey there, digital dynamos! 🚀 Ever feel like your ad revenue is playing an extreme sport, leaping up one month and then taking a nosedive the next? It’s like trying to catch a wave with a paper boat—exciting but oh-so unpredictable. 🌊🚤 🛑 Time-Out on the Ad Revenue Game 🛑 Relying solely on ad revenue to fuel your online empire can be a thrill ride you didn’t sign up for. Imagine if your online journey could be powered by more than just ads—a mix of strategies that keep you sailing smooth, no matter the wave size! 🌟 Diversify to Stabilize 🌟 Just like a diet of only candy can lead to a sugar crash, relying only on ad revenue can lead to a bank balance crash. It’s time to add some protein to your monetization meal! Think courses, merch, memberships, or even e-books. Each new stream adds a layer of stability to your financial feast. 🍫🍽️➡️🥗 🚀 Build Your Strategy Ark 🚀 Let’s start building an ark that can weather any storm. By expanding your monetization strategy beyond the unpredictable seas of ad revenue, you're setting sail on smoother waters. Plus, you get to explore new and exciting territories along the way! 💌💬 Need a Map? DM Me “Social” 💬💌 Feeling adrift and need some help crafting your strategy ark? Or maybe you’re ready to dive into new monetization oceans but aren’t sure where to start? Slide into my DMs with “Social,” and let’s navigate these waters together. I’m here with the tools, tips, and treasure maps to help you build a more stable, exciting journey. Don’t let the ad revenue waves dictate your course. Together, we can chart a path to calmer, more prosperous seas. Ready to expand your horizon? Let’s make waves! 🌊🛠️ #BeyondAds #MonetizationMagic #DMmeSocial

Ever Wonder Why after some time Ad set performance becomes poor? Let's Break it down . . . Back in 2019, things were different. But in today's rapidly evolving DTC marketing landscape, it's become a bit of a roller coaster, hasn't it? Drawing insights from the brilliant minds of industry like Nick Shackelford, Charles Tichenor IV, and Dara Denney, here's a breakdown of the key factors influencing ad set performance decay: 1. Creatives Rule: Ad set performance relies heavily on the quality of your creatives. As you dive into the world of DTC marketing, keep in mind that your creative assets possess immense power in driving engagement and conversions. 2. Picking Low-Hanging Fruits: Initially, platforms like Meta offer you low-hanging fruits – an environment with fewer competitors. 3. The Competitive Arena: Once you entered a more competitive environment, you are basically fighting for the best quality impressions and if your creative is not up to the mark it will get a negative response from those best quality impressions, hence negatively impacting your CAC and ROAS. Embrace these insights, adapt your strategy, and ensure your creatives are nothing short of remarkable. What are your thoughts? P.S. Consider giving this a repost ♻️ if you think ad set performance is mainly dependent on Creatives. #DTCMarketing #facebookads #CreativesMatter #ROAS #MarketingInsights

When using manual bids on Meta Ads, there’s not that much of a difference between using ABO or CBO. Because the bid decides if the ad set should spend, or not. I prefer launching each new concept as a CBO alone. If it earns spend, I keep the budget inflated to gain as much traction as it needs. It’s easier to vertically scale this way. Then, you can add new ad sets to the campaign if you want to. Or keep launching new campaigns the same way. I really don’t think the idea of a “scaling” campaign (for BAU campaigns) is necessary. Scale “tests” in place if they get spend. My only idea of a “scaling campaign” is what I use my Advantage+ Shopping Campaigns for. Consolidate winners into a big ASC as you find them. Also keep this budget inflated with a cost control 👍🏻

It is well worth reading this article by Mairin (Wilson) Head of Meta. It describes why marketing teams need to move beyond a sole reliance on attribution to a more holistic measurement approach so that they can eliminate blind spots and wasted marketing spend. It includes a guide to how you can achieve marketing effectiveness via MMM-based incrementality to improve your media spend efficiency. https://lnkd.in/edZwnW3D #mmm #mobileadvertising #attribution #mobilemarketing #mobilegaming #mobilegames #incrementality #marketingperformance

📣We increased revenue by 40% YOY in Q3📣 When we took over this account in April, the challenge was clear: Scale 📈 This client already had great results (12x ROAS, 8x MER) but every time they would scale up spend, performance would tank. The old ads just didn’t cut it anymore. 👎 So, what did we change? New creative! Sticking to the same ads is like spinning your wheels in the mud. It’s the fresh creative that gives you the traction to move forward. If you're stuck in a similar rut, maybe it's time to shake things up a bit. Keep that creative flowing, and don't let your ads go stale. Trust me, your revenue will thank you. We used pre-existing footage so the creative investment for this client was zero dollars! 🙌 #creativestrategist #DTC #metaads

New Post: Meta enhances non-click video ad conversions insights - https://lnkd.in/gBMt8Qp4 - Meta advertisers can now measure conversions that occur within one day of a video ad play. The introduction of the Engaged-view attribution setting addresses a video trend where viewers prefer to complete their session before taking action on a video ad, minimizing disruptions to their viewing experience. Meta has said it introduced this setting to enable advertisers to capitalize on this behavior. Why we care. By incorporating engaged-view alongside other attribution settings, you gain a more comprehensive view of your ad performance. This analysis enables you to optimize your video ad campaigns more effectively for increased conversions and a higher return on investment. How it works. Engaged-view is included in ads measurement reporting when viewers play video ads for at least 10 seconds (or watch 97% of the video length if it’s under 10 seconds) and subsequently convert within a one-day window. Availability. Engaged-view is available for all placements except Facebook in-stream video ads that cannot be skipped. What Meta is saying. A Meta spokesperson said in a statement: “The Engaged-view measurement can help you decide how to optimize for actions beyond a click such as deciding how you can optimize for people who engage with your video ads and do not click.” “It is a way to help Meta better identify future people who may convert and ultimately drive your video campaign performance.” “We know that not everyone who converts necessarily clicks an ad right away, and using engaged-view alongside click through and view through can give you a more holistic understanding of a customer’s path to conversion.” Get the daily newsletter search marketers rely on. Business email address Subscribe  Processing... See terms. Deep dive. Read Meta’s announcement in full for more information. - ----------------------------------------------------- Download: Stupid Simple CMS - https://lnkd.in/g4y9XFgR

This Meta Ads tracking sheet completely changed my advertising game and now I'm ready to give it away for free! I created this tracking method in order to really get deep into ads and creatives. We all want to scale them, right? So this is how I did it. One thing that changed my life is the naming convention. Instead of using placeholders like AD1, I combined all the important ad assets into the name and you won't believe how much insight that gave me. ✅ [CO1 CR1 H1 CT1] - I know exactly which ad assets this ad uses, and it's so much easier for me to analyze it. ✅ The sheet is fully customizable, I've used it for lead gen and eComm but you can use it for whatever you want. ✅ Inside you will find instructions and even additional templates for tracking the success of different pages on your website. This way of reading data completely opened my eyes! If you want it sheet react with SHEET and make sure you add me so that I can send it. ----------- ♻ Share and Like this post if you found this insightful ----------- #MetaAds #Advertising #SMA #SMM #FacebookAds

Yesterday, I audited a brand that spends around $520k per month. 70% of their budget goes to Meta, with a return on ad spend (ROAS) of 1.6. When comparing their performance, they are in the lowest percentile of the Kickbtie cohort. 𝗧𝗵𝗲𝘀𝗲 𝗮𝗿𝗲 𝘁𝗵𝗿𝗲𝗲 𝗺𝗶𝘀𝘁𝗮𝗸𝗲𝘀 𝘁𝗵𝗲𝗶𝗿 𝗺𝗲𝗱𝗶𝗮 𝗯𝘂𝘆𝗲𝗿𝘀 𝗮𝗿𝗲 𝗺𝗮𝗸𝗶𝗻𝗴 𝘁𝗵𝗮𝘁 𝗮𝗿𝗲 𝗰𝗼𝘀𝘁𝗶𝗻𝗴 𝘁𝗵𝗲𝗺 𝘀𝗶𝗴𝗻𝗶𝗳𝗶𝗰𝗮𝗻𝘁 𝗺𝗼𝗻𝗲𝘆: 1. Focus purely on the Ad account. Only evaluate data from the Ad manager without considering synergies with other channels 2. No landing page analysis. Creatives are purely analyzed by CTR. 3. No retrospective on what makes the best-performing creatives 𝗪𝗶𝘁𝗵𝗼𝘂𝘁 𝗴𝗲𝘁𝘁𝗶𝗻𝗴 𝗼𝘂𝘁 𝗼𝗳 𝘆𝗼𝘂𝗿 𝗯𝘂𝗯𝗯𝗹𝗲 𝗶𝘀 𝗱𝗶𝗳𝗳𝗶𝗰𝘂𝗹𝘁 𝘁𝗼 𝗲𝘅𝗰𝗲𝗹. 𝗧𝗵𝗲 𝗯𝗲𝘀𝘁 𝗿𝗲𝘀𝘂𝗹𝘁𝘀 𝗰𝗼𝗺𝗲 𝗳𝗿𝗼𝗺 𝘁𝗵𝗲 𝗹𝗲𝗮𝗿𝗻𝗶𝗻𝗴𝘀 𝘁𝗵𝗮𝘁 𝗰𝗼𝗺𝗲 𝗳𝗿𝗼𝗺 𝘁𝗵𝗲 𝗶𝗻𝘁𝗲𝗿𝗮𝗰𝘁𝗶𝗼𝗻 𝗯𝗲𝘁𝘄𝗲𝗲𝗻 𝗰𝗿𝗲𝗮𝘁𝗶𝘃𝗲𝘀, 𝗹𝗮𝗻𝗱𝗶𝗻𝗴 𝗽𝗮𝗴𝗲𝘀, 𝗮𝗻𝗱 𝘁𝗼𝘂𝗰𝗵𝗽𝗼𝗶𝗻𝘁𝘀 𝗳𝗿𝗼𝗺 𝗼𝘁𝗵𝗲𝗿 𝗰𝗵𝗮𝗻𝗻𝗲𝗹𝘀.

Here’s how we helped a customer cut 80% of ad spend with a 1% change in revenue: Before involving LiftLab, they'd conducted an incrementality test, which revealed a 70-cent return on every ad dollar within their platform. This gave them the confidence to increase their spend dramatically – by nearly eight-fold. Unfortunately, they did not revisit the incrementality test that they ran and continued to assume that they’d make 70 cents on the dollar, even at the new spend levels. They completely ignored the law of diminishing returns. And as we might suspect, that's just not true. By the time we got involved, they had grown this channel to their second-largest channel. (It's the only media plan where I've seen an OTT platform as the second-largest channel.) When they ran LiftLab’s Diminishing Returns Experiment on it, our forecast was that they could cut about 80% of their spend, and they would see maybe a 1% change in revenue, saving them tens of millions of dollars. We asked if they could corroborate our predictions, and they agreed. They proceeded with a 50% cut in spend without any impact on revenue, because all of that was very low-efficiency media. Then they proceeded to cut another 30%, and now they've got a happy channel that they can fund profitably. The answer wasn't to exit the channel. The answer was to find that point where the profit from a dollar outweighs the investment. Here’s my recommendation to marketers: You need to be mindful of diminishing returns on your ad spend as you continue to scale. If you can’t run diminishing returns experiments, you at least need to run a whole lot more incrementality tests. This ensures that you understand how your returns are impacted when you make large changes in ad spend or something else changes in the ad ecosystem that you don’t have static results from a prior experiment. #marketingeffectiveness #incrementality #marketing

Ready to level up your ad game? 🌐 Our blog, "A Complete Guide to Ad Monetization and Rewarded Video Ad," spills the beans on the art of maximizing engagement. 🚀 Explore the pros and cons of Rewarded Video Ads and get insights on balancing revenue and user experience. #AdMonetization #RewardedAds #DigitalMarketing Experience more. Click to unveil!: https://lnkd.in/ecHZhfKE