Weekly Ad Updates

Jan 19-24, 2025

Hey Eric, Kristel, & team! 👋

Weekly Performance Update

📈 Key Highlights

Recovered from last week's dip in purchases

Successfully expanded into US/CA markets

Budget maintained at $3,000 (as agreed with Eric and Nick)

US & Canada Market Performance

Started generating leads from US/CA audiences

CPM holding stable below $15 (note that it's previously ~$40)

Higher CPL expected but offset by improved lead quality

Budget Allocation & Strategy

Sales/Conversion Campaigns: 40% of budget

Focus: Converting urgent users into customers

Dedicated to driving immediate sales

Prospecting/Lead Gen: 60% of budget

Focus: New audience acquisition

Building awareness with new prospects

Higher funnel activities

Campaign Structure Explanation

Overall ROAS includes both prospecting and conversion campaigns

Sales ROAS specifically tracks conversion-focused campaigns

Expect temporary lower lead volume but higher quality as we:

Tighten targeting parameters

Expand into premium US/CA markets

Have a great weekend! 🎯

Jan 10-18, 2025

Hello team, quick updates on the ads 👋

US & Canada Audience Performance 🎯

Started testing US and Canadian audiences this week

CPM is stable at $17 per 1000 views - better than December's rates

These markets now make up 83% of our prospecting ads (Which is why it affected overall results)

Cost per purchase is higher, but expected for these markets

Potentially higher quality leads since US agencies are your main target

Conversion campaigns currently at 1X ROAS

Budget & Creatives 💰

Haven't increased budget yet, but planning to soon to accelerate US/CA testing

New ad creatives are now live

More creatives in development

Landing Page Updates 🎨

Working on new copy and design for your 50% off page

We usually charge $950 for landing pages, but covering this for you to optimize your funnel

Once completed and approved, your team just needs to implement it

Technical Updates: Conversion API 🔧

Current challenge: Target Media owns the pixel

Meta doesn't allow pixel transfers

Solution: Create a new pixel under your ownership and start training it

Will take about 180 days to reach full effectiveness

We'll need to continue using the old pixel since you've spent much resources training it already

Target Media needs to keep old pixel running meanwhile

Current attribution quality score is strong (7-8/10)

You shouldn't worry about attribution right now due to the high quality score

Action Items Needed ✅

Could you help us check:

How many times has PAYGO50 been used in the last 2 weeks?

What other discount codes are currently active?

Their respective discount rates

Can we get a 100% off code for internal testing? This will help us:

Verify current tracking setup

Identify potential improvements

Ensure proper data capture

Recommendations 💡

Consider monitoring and improving email marketing for backend nurturing and conversion

Thank you and have a good weekend!

Jan 5-10, 2025

Hello team 👋

Quick Campaign Updates

Key Metrics 📊

Lead Cost: $3 (stable for 3 weeks)

Weekly Purchases: 20 (↑400% from 4 last week)

Conversion Ad ROAS: 2.47x

Overall ROAS: 0.97x

Budget Allocation 💰

60-70% Prospecting (top of funnel)

30-40% Conversion campaigns

Performance Analysis 📈

Current conversions are results from previous weeks' prospecting efforts

High prospecting allocation explains lower overall ROAS

Strong conversion ROAS (2.47x) indicates improving funnel

Upcoming Market Expansion 🌎

Planning to expand into US and Canada markets

Delayed from December due to high CPM rates

January CPM rates have normalized, making it optimal timing

Initial testing phase may temporarily impact overall metrics

Long-term benefit: Access to larger, high-value target audience

Recommendations ✨

Increase monthly ad spend from $3K to $5K-$7k to:

Enable proper audience testing in US/Canada

Maintain current performance in existing markets

Scale successful ad creatives

Test new creatives

Questions for the team ❓

@⁨~Saket⁩- Would you be able to check how many times the Paygo50 discount code has been used so far. Or not used yet

Also, I'd really appreciate if you could share:

What other discount codes we currently have available

Their respective discount rates

One more thing - we're looking to do some internal testing to improve the data attribution. Would it be possible to get a 100% off coupon code created for this? This would help us:

Check current tracking setup

Identify any potential improvements needed

Ensure everything is capturing correctly

Thanks in advance for your help!

Dec 28 - Jan 3, 2025

I’ll share what I have from the past week:

Leads: 244

Cost per lead: $2.85

Purchases: 6

Cost per Purchase: $116

ROAS: 0.35

Despite having 2 more purchases than the previous week, the ROAS is lower than last week.

This likely means that the value of the purchase dropped.

Looking forward to more info and data from Saket and we’ll see how to sync up data with Facebook.

Dec 21-27, 2024

Leads:

183 to 232

Cost per lead: $3.7 to $2.99

Purchases:

6 to 4

ROAS:

0.7 to 0.89

Thoughts:

What’s interesting is that even though there are fewer purchases, the ROAS improved.

This means the purchase size likely has increased this past week.

It’s interesting to see Meta experimenting with different audiences.

Note that user behavior and data for this week and the next will be affected by holidays.

In the new year, when the testing period is over, we can consider increasing ad budget to increase no. of leads and purchases.

I’ll check with the ad team to see if we’re in the right stage for that.

Cheers, and happy holidays :)

Dec 14-20, 2024

Hi Eric, Kristel, and team,

Good news for this week’s update.

1/ The work on the landing page has paid off.

Conversion rate improved from ～2 to ~3%

1% might not seem much.

But it results in an increase of 40.7% in leads

From 130 to 183 leads.

The power of a conversion-optimized landing page 🚀

2/ Improvement in purchase & ROAS data.

Purchases: 4 to 6

ROAS: 0.54x to 0.7x

3/ Improve in Cost per action (CPA)

Cost per lead: $9.4 to $3.7

Cost per purchase: $178 to $113

Note that we're in the testing phase, so Meta will show ads to different groups to find the best match. Some groups won't get good results - that's normal and helps Meta learn who to target. It's just part of how Facebook ads work.

Happy weekend!

Dec 7-13, 2014

Hello everyone, weekly updates are here.

Some noteworthy data:

We started the website retargeting ads which diluted the click-through rate numbers.

That said:

Ad spend doubled, but we get 5x more leads.

Cost per lead drops from $20 to about $9

4 purchase.

0.54X ROAS.

Promising numbers. Meta is learning our target audience better this week.

Kristel just sent over the new upsell page. We'll see how to use it next week without disrupting the learning phase.

Thank you and have a great weekend!

Dec 2-6, 2014

Hey everyone, hope you're having a good weekend! I wanted to share our weekly update on your ad campaigns and some key insights we've gathered.

First, some good news. Our click-through rates are performing above the industry average for B2B SaaS (which typically sits between 0.8-1.5%).

People like Scrubby, and our ads connect with them.

We're still in the testing phase, but the initial data gives us a good picture of what's working and where we can improve.

Recommendations

How to boost our overall conversion rates:

1.⁠ ⁠The landing page needs some improvements. Our conversion rates are below the benchmark, even though our offer is strong.

Remember those landing page suggestions we sent over in October? They're still relevant and could make a difference. Here's the link for reference: https://boardmix.com/app/share/CAE.CLK2CyABKhAxMUHO_3uLBpfMYtB-_mEEMAVAAQ/M97OVa

2.⁠ ⁠We initially suggested, and still recommend,* moving the upsell flow to a separate page instead of using a popup.*

Most visitors are meeting Scrubby for the first time, so they need more convincing content to make an extra purchase. A good sales page with persuasive writing could really help.

3.⁠ ⁠We also recommend looking into email data to identify opportunities.

Note: You may have seen higher ad costs over the past two weeks. This is because of the BFCM season, but we expect them to go back to normal soon.

As you suggested, we've shifted our focus to Tier 1 countries only. *We'll monitor how this change affects performance.

We'll keep monitoring & optimizing the ads next week. Feel free to share more insights and information.

Let me know if you have any questions. Have a great weekend! 🙌

While some changes have been made, most of the key recommendations from our October audit haven't been implemented yet.

You can find them on the shared whiteboard: https://boardmix.com/app/share/CAE.CLK2CyABKhAxMUHO_3uLBpfMYtB-_mEEMAVAAQ/M97OVa

But I understand. Our key job here is to manage the FB ads and drive relevant traffic to your funnels. We do our best to achieve that.

And so these additional feedback related to landing pages and conversion are for your reference. Your marketing experts can use them as they see fit to improve the funnel. We understand you have your own strategies and priorities, and we respect your decisions on implementing changes.

What the data shows last week is that the current landing page still has room for improvement.

It might be beneficial for your team to revisit our suggestions and consider how they could enhance your funnel's performance. We've also provided several ideas and feedback along the way in email and this WhatsApp chat.

The initial plan for the upsell is to have it on a separate page. I mapped out the funnel live during the call using the boardmix whiteboard: (https://boardmix.com/app/share/CAE.CLK2CyABKhAxMUHO_3uLBpfMYtB-_mEEMAVAAQ/M97OVa)

You can find it below the "customer journey"

In this WhatsApp conversation, I've also pointed out several times that the upsell should be on a separate page, not a pop-up.

While I understand the popup was implemented for speed, the current conversion data reveals why it isn't ideal.

New visitors who've just discovered Scrubby need more convincing content before making an additional purchase. The original plan for a dedicated page with strong sales copy can help address this.

On our end, we're continuing to deliver high-quality traffic - the above-average click-through rates show that people are interested in Scrubby. Our job is to keep optimizing these ads to bring you the best possible leads.

We just want to make sure that once they land on your page, they have the best chance of converting.