"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...
10 days 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...
17 days 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...
24 days 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...
about 1 month ago • 8 min read
How To Use Perceived Value To Double Your Sell-Through Rate And Skyrocket Your ROAS I’m about to share a secret that the most successful mass fashion brands use to achieve sell-through rates that are 2x the average, or more. That’s going to translate to higher eCom conversion rates, higher clickthrough rates, and higher ROAS. But first, I want to thank this week's sponsor: Segments Analytics. Segments Analytics integrates with your Shopify store and finds you actionable, profitable customer...
about 1 month ago • 6 min read
What It Takes To Test 50+ New Ads Per Week & Scale Past $10K/Day In Ad Spend Without Losing Your Mind Last week I outlined a real life example to illustrate why “just run some Meta ads” is not a plug and play solution to your brand’s growth issues. This week I’m going to outline the people, processes and technology playbook that fashion brands need to scale Meta effectively. If you want to make Meta ads a meaningful growth channel for your brand, it truly does take a cross-functional effort....
about 1 month ago • 6 min read
Case Study: What Most Brands Get Wrong About Meta Ads That Makes It Almost Impossible To Turn A Profit One of the biggest, most harmful myths about Meta ads: that Meta ads are a plug and play cure-all for every brand’s growth issues. Most of the content you’ll read about Meta ads focuses on two things: account structure (bid types, campaign structure) and creative strategy (how many and what kind of ads). Today, we're going to focus on another, often neglected, aspect of scaling ads. But...
about 2 months ago • 6 min read
Year In Review, And Why You Should Consider Becoming A Member Typically, this would be a members-only issue of the newsletter. But it's New Year's Eve–I'm sure there is minimal appetite for hard-hitting tactical content right now. So I'm sending this out to everyone. I started DTC (fashion) Decoded in back April because, after more than a decade working in eCom and digital marketing, I still couldn't find tactical content written for fashion brands. I'm pretty active in the online DTC...
about 2 months ago • 1 min read
10 Books That Will Make You A Better Fashion Brand Strategist & Marketer Every year I try to take time off between Christmas and New Year’s Day. I use this time to relax, spend time with family, and (usually) read a lot. In this issue I’m sharing a reading list of books that have helped me grow my understanding of brand positioning, the luxury industry, and consumer behavior. First, I want to thank this week's sponsor: Inventory Planner by Sage. If you're still doing planning in a...
2 months ago • 3 min read