The 3 Best Ways To Structure Your Fashion Brand's Meta Ads Account + Pros & Cons Of Each Last week, we talked about Meta’s Andromeda algorithm update and how that might impact your media buying strategy. This week, I’m going to outline some popular Meta account structures for fashion brands, along with the pros and cons of each. I don’t believe that there is one “right” way to structure your ads account. Different account structures serve different goals. That said, there are a few...
10 days ago • 8 min read
Is Meta Phasing Out CBO & ABO? What The Andromeda Update Means For Your Fashion Brand At the end of last year Meta announced an update to their machine learning capabilities. The update was named Andromeda, and it applies specifically to Advantage Plus campaigns. Before we get started I want to thank this week's sponsor: Segments Analytics. Built by data scientists, Segments Analytics analyzes your Shopify store to deliver actionable insights and AI-powered segmentation, allowing you to...
17 days ago • 5 min read
Boost CVR & AOV With This Battle-Tested Site Experience Playbook Does site merchandising and CRO matter for fashion brands? YES! Even if you’re driving most of your traffic to a handful of category pages and PDPs, your site’s overall usability matters a lot. That said, a lot of site optimization “best practices” don’t apply to fashion brands. In this issue I’m going to share tactics for optimizing the merchandising and site experience of your site to improve your conversion rate. These are...
24 days ago • 6 min read
Dôen: Breaking Down The Digital Strategy Of This 8 Figure DTC Fashion Success Story In this recurring series I am going to analyze the eCommerce strategy and path to purchase of successful fashion brands. If there is a brand you’d like me to feature in this series, email me with your requests. We’re kicking off the series with Dôen. Before we get started I want to thank this week's sponsor: Segments Analytics. Segments Analytics integrates with your Shopify store and finds you actionable,...
about 1 month ago • 8 min read
How To Spend More On Meta When You're Already Spending A Lot If you’re regularly spending $5k/day or more on Meta, regularly driving more than 50 conversions per week, and seem to be stuck at a local maximum, this issue is for you. I’m going to cover some plateau-busting tactics for brands of all sizes, both inside and outside the ad account. Context Setting Part two of this series must be less prescriptive than part one because it covers a much wider range of scenarios. This advice could...
about 1 month ago • 5 min read
"Why won't my Meta Ads spend?" 5 Reasons Why One of the most frequent questions I receive is “How do I spend more on Meta ads?” When you put it that way, the answer is simply “increase your daily budget”. But in reality, there are multiple questions behind that question. Some brands can’t manage to drive a single conversion at their target ROAS. Other brands are “stuck” at a relatively high daily budget–$5k, $10k and beyond. Before we get started, I want to thank this week's sponsor: Segments...
about 1 month ago • 4 min read
Follow This Creative Playbook To Make More Banger Ads Last week I explained what a “banger ad” was, and how it can change the trajectory of your business. This week, I’m going to share a list of ad creative formats and strategies that you can use to increase your odds of creating a banger ad. Before you read this post, I would recommend reading the post linked above and this post on merchandising for Meta ads. As I mentioned last week, product is the biggest success factor in your...
about 2 months ago • 4 min read
You Need More Banger Ads. Here's What They Are & How To Get Them. If you spend a lot of time on the online DTC community, you may have heard of the term “banger ad”. If not, you’re probably wondering wtf I’m talking about. I want to define a “banger ad” and show you some examples, because I think the question clears up a lot of confusion when it comes to the eternal question “are my Meta ads working?” If you have a banger ad, success is undeniable–you know it’s working. But first, I want to...
about 2 months ago • 4 min read
How To: A Full Seasonal Creative Ops Workflow (People, Process & Tech) In the last members-only issue we covered the people, processes and technology required to scale a brand’s ad spend past $10k/day. In this issue, I’m going to put the pieces together and outline a full seasonal creative ops workflow. If you run on a drop model instead of a seasonal collections model, you can still use this approach. You might need to condense the timelines though. 3-6 Months Before A New Season Launches...
2 months ago • 8 min read