with it lately that we’ve scaled such success up our email list efforts and really focused on creative testing while our competitors have been more defensive in terms of ad spend. It’s worth mentioning that just because CPM’s are going down because everyone is at home on their devices doesn’t mean you’ll get the CPA or return on ad spend that you want. We have to now, more than ever, keep user attention. Consumers have time to go through your creative. One of the things we’ve been doing recently is spending 3-4 hours going through a piece of creative and exhausting our A/B tests until we have every insight possible about a specific creative. A lot of people don’t know you can up to 10 creatives in a carousel. A lot of times you’ll only see 2-3, but we’ve been maxing it out with 6-7 creatives.
Speaking a little bit about my creative process
I usually start by going to a client’s product how to choose your stay? 3 criteria to consider description page and really dissect what makes the product unique whether it be features, benefits, reviews, etc. After that, I’ll take certain images and touch them up with these different value props and load them all up into a carousel so that the consumer gets a more holistic view of what the product is like. I believe that this does a good job of keeping the consumer’s attention for longer, which makes a world of difference when everyone is at home on social. Repeating this process across the client’s various best sellers has been huge for us.
Host: Awesome. So talk to me a little bit about the initiative’s sustainability. Have you seen consistent success? When have you needed to pivot? What are the changes you’ve made after that initial success from your competition dropping out?
Joe: Yeah, talking about our specific stats, for a while
we saw a steady increase in return. It got to the point where we really wanted to focus on driving revenue, so we ended up doubling our ad spend budget and after a while saw a dropoff in performance. There were other factors affecting the bottom line like certain promotions not running. I always say that no account is perfect, and these issues are pretty common in marketing. You can’t expect to increase the budget and return simultaneously, as that almost never happens. Overall, we’re still seeing a big increase in revenue, which the client is happy about.
Host: Got it. I totally agree with you, you can’t expect your return to stay consistent as you figure out how to scale. Has your return been in line with Pre-COVID numbers?
Joe: They’re actually a little bit above where betting email list they were before COVID-19. As a business owner, you get used to those numbers being in a good place for a few weeks, and that becomes the new normal – no pun intended. But yes, we’re doing better than we were before COVID.