Jess @ FireTeam 🔥 An agency on fire...
@HireFireTeam
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Doing the sh*t that I live for, with the people I'd die for @ THURSDAY 1PM 👉 Better half ❤️🔥 @shhquietdarling
"your website completes me!"👇
Joined March 2020
Don't wanna be here?
Send us removal request.
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Pinned Tweet
The amount of 🔥🔥🔥 we have planned for FireTeam 2024 is both frightening and exciting. ❤️🔥 this team.
Also meet Stokey the Bear... you'll be seeing him around...
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@TurnerNovak
In 1982 his MBA professor handed him his dissertation back and said "this is dogshit".
Elon replied: "It's pronounced doge"
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"Of course thats your contention. You're a post-iOS14.5 media buyer. You just got finished reading some twitter thread about Estimated Action Rate from some algo maxi,
@CTtheDisrupter
, probably.
You're gonna be convinced of that until next month when you get to
@TaylorHoliday
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Well it's been a wild 24 hours.
Once again I've touched the 3rd rail of DTC twitter. Not cost caps. Not creative metrics.
Misogyny.
The level of unmasking going on in the replies and quote tweets of that thread has been unreal. A sad reminder that lurking just beneath the
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Want to know the affiliate strategy of indicted rapist and sex-trafficker Andrew Tate?
Well you're in luck because
@mrsharma
and
@workweekinc
have delivered it to my inbox.
Seriously, why are marketers so obsessed with this misogynist? It's gross.
Immediate unsub.
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I should be charging $679 for these ChatGPT-4 prompts but Imma give them away for free.
How to harness copywriting legends and "ignite your triumph with every step." 👇
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Shopify: We got a purchase!
Every platforms attribution model:
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@vincenzolandino
@AstonMartinF1
@astonmartin
@AstonMartinPR
@BusinessInsider
So you're tell me Lance has an incentive to bring out the safety car?.... 🤔🤔🤔
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Yo dog, I heard you like shot-for-shot breakdowns of creative with actual data.
Well lets do it! (breakdown in comments)
Stats on this vid for Jan 👇
Spend: $42k
Thumbstop: 45%
Avg watch time: 8 sec
Unique L-CTR: 1.18%
See-more rate: .82%
1min+ watch rate: 3%
FB ROAS: 1.66
TOF
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Struggling with Facebook Ad performance?
Is ROAS declining?
There are only 283 issues to diagnose!
But this thread will help you narrow it down, AND THEN FIX IT.
Let's get started. 👇
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Who's ready for another week in DTC Twitter!??
(ASMR edition)
🔊🔊🔊
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Any freelancers or smaller agencies looking for clients spending less than $40k/mo?
We get a lot of inbound and would love to refer to partners where it makes sense. No fee.
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Ok listen up.
Do you use Google Drive for creative... but also hate it because the UX/UI is liquid garbage? 🤬💩🤢
I'm about to CHANGE YOUR LIFE FOREVER in just 2 minutes.
Let's go 👇
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So I have a confession to make...
There were dozens of comments on the ad I posted yesterday.
"I hate it"
"Overwhelming and unappealing"
"Hurts my brain"
"No way you are running this"
Well... it's been running for 50 days, and has spent $157k so far. Absolutely printing.
The
Ok armchair creative strategists... what do we think of this static ad creative?🤔
Too complicated? Too much thinking? Maybe just for bargain hunters? Improvements?
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As an agency owner I'm at a crossroads.
I can choose a path that leads to quantity. More staff, more clients.
Or I choose a path that leads to quality. Better work, bigger clients.
But I don't think I can go both. The systems needed to support each are at odds with each other.
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There is problem I'm seeing in a lot of accounts lately, that I'm calling...
The Creative Shrinking Sponge™®
I see it most often in cost-controlled accounts with mismanaged creative testing. In best cases, it puts a ceiling on scale, in worst cases, it's fatal.
Tell tale
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Let's take a journey through the x iterations of a $1M+ ad concept.
I posted about this back in Sept and it had spent $157k.
Now it's at $1.3M
We've iterated on it 17 times now and... many have failed (I'll get to those), but not all.
First the original. I know. It's busy and
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Static ads should be REQUIRED for every ad account...
...but graphic design often gets overshadowed by video ads.
Let's shed some light on the design decisions that go into a KILLER static ad. 👇
Spend: $2.3k
CTR: 2.37%
ROAS: 7.4
1⃣ This is a comparison graphic and if you
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There's not enough originality in advertising these days.
Dare to be different.
🔥👟
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ok. wow. I received over 100 DM's about this.
So I made a list. A big list. Of over 100 freelancers and agencies that can help SMBs with marketing.
I got their pricing 💰, services ✅, and even 'vibe checked' 👀them all.
And I am making the list public. Enjoy!👇🧵
Any freelancers or smaller agencies looking for clients spending less than $40k/mo?
We get a lot of inbound and would love to refer to partners where it makes sense. No fee.
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My morning routine 👇
5:00 AM - Wake up ☀️
5:15 AM - Journaling ✍️
6:00 AM - Hit the gym 🏋️
6:45 AM - 8-mile run 🏃
7:30 AM - Meditate 🧘
8:00 AM - Goal setting and planning 📈
8:45 AM - Wake up for real 🥱
8:46 AM - FUUUUUUCK my alarm didn't go off 😱
8:49 AM - Search for
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Do creative metrics matter? As a data-driven marketer, my answer is YES 1,000%.
But if you search for a correlation between them and ROAS (I have), you won't find one. This "conclusion" could lead you to make the mistake of 'tossing' them.
3 reasons why this is a huge mistake
Does anyone have any research that validates that “creative metrics” like (thumb stop, CTR, engagement, etc) have ANY RELATIONSHIP to financial performance?
I’d love to read it.
Pretty close to tossing out all language related to these measures.
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Brands today:
👇🏾👇🏾👇🏾👇🏾👇🏾👇🏾👇🏾👇🏾👇🏾
👉🏾👇🏽👇🏽👇🏽👇🏽👇🏽👇🏽👇🏽👈🏾
👉🏾👉🏽👇🏼👇🏼👇🏼👇🏼👇🏼👈🏽👈🏾
👉🏾👉🏽👉🏼👇🏻👇🏻👇🏻👈🏼👈🏽👈🏾
👉🏾 👉🏽 Up to 50% off!👈🏽👈🏾
👉🏾👉🏽👉🏼👆🏻👆🏻👆🏻👈🏼👈🏽👈🏾
👉🏾👉🏽👆🏼👆🏼👆🏼👆🏼👆🏼👈🏽👈🏾
👉🏾👆🏽👆🏽👆🏽👆🏽👆🏽👆🏽👆🏽👈🏾
👆🏾👆🏾👆🏾👆🏾👆🏾👆🏾👆🏾👆🏾👆🏾
Me looking for the ONE product that's 50% off:
👉🧐👇
🧐👈🧐
👉🧐🤏
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There is one email subject line that always crushes... it's truly unfair.
We just blasted our entire list (400D Engager) and got a 53% open rate.🤯
But... you can only use it rarely, and in the right way.
During Black Friday is the perfect time. Let me show you how it works...
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Here it is
#marketingtwitter
The thread of all threads.
I asked 32 of the top marketers on Twitter for their best single tactic.
Something fresh.
Something actionable.
Something that could beat all others and win $10,000 in cash and prizes 👀
#MMTB22
Let's get into it 👇🧵
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Opportunity👇
We are looking to turn a junior media buyer into a:
🔥FIRE WEILDING MEDIA BENDER🔥
Want to level-up with the
@HireFireTeam
?
Then slide in our DM's📩
PT/FT/contract/remote all 👍
If you have these folks in your network, plz retweet! 🙏
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Caught a glimpse into the future of FB attribution...
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Many people really hate
@andrewjfaris
's Meta Ads creative testing methodology.
And they should.
I'm convinced that a bad testing methodology is one of the biggest ways ecomm brands stagnate growth at best and funnel money down the drain at worst.
Let me explain... 🧵
People really hate my Meta Ads creative testing methodology.
But I remain convinced that bad testing methodology is one of the biggest ways ecom brands have operational inefficiency and financial waste.
Let me explain... 🧵
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I'm seeing a lot of ads that just look like "hook templates". They just look like ads. Maybe not in the first 3 seconds, but certainly in the 4th.
That's not the only way to make ads.
Let's talk about storytelling for a second.
Not storytelling like some epic narrative, but
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Diary of an absolute 🚀 of an ad:
Day 1 spend: $5,818
Day 2 spend: $24,328
Day 3 spend: $27,529
Day 4 spend: $31,055
Yesterday: $30,508👇
This wasn't a lucky winner...
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We pay our freelancers as soon as they submit an invoice, usually within minutes. ⏱️
Partly because I don't want to forget about it.
But mostly because I used to freelance for years and waiting for 30 days for your paycheck is straight-up bullshit.
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In my opinion, the best superbowl ad was this one from
@budlight
And it wasn't even close.
Now let's overanalyze this thing! 🧵👇
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There is 3 Fridays left before Black Friday.😬
Here is a look at our multi-part BCFM to XMAS plan that we run EVERY YEAR.
Because it works EVERY YEAR.
It's both retention and acquisition focused, margin friendly, and maximizes Q4 revenue.
It all starts with...
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These captcha's are getting ridiculous...
Marketers, help me out here, I've gotten this wrong twice already...🙏
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Ok I have to say something....
There is a creative metric that some of you are optimizing for and it's ruining your ads performance.📉
It's called the Thumb Stop Ratio.
We need to 🛑STOP🛑 with the weird, wacky, and wild thumb stops. Let me show you the data...
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Here is the ad with amazing creative metrics I mentioned yesterday.
It uses a tactic we call "continuity goo".
Thumbstop: 57% (Legendary)
Hold rate: 27% (Very good)
Unique link CTR: 3% (Excellent)
ROAS: 3.31 (Not correlated🙄)
Spend: $4k
While we hate exploitive goo
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Interest targeting still works. 📈
Facebook has just moved the interest-input from the adset to the first 10 seconds of creative. 👀
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soooooo... guess who just signed a lease on a little slice of office space...
...for the FIRST. TIME. EVER.
What should we call it? 🔥
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There is something you need to understand in order to master Facebook ads.
You don't exit the learning phase.
Ever.
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Judgement Day has come for UGC 🤖
How to make A.I. based UGC in 4 steps.👇
1. Choose normal UGC and upload to DALLE2
2. Edit out anything but the product
3. Fill in the prompt "smiling nurse"
4. Regenerate until satisfied!
Is this the end of UGC as we know it? 👇
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Santa, if you're listening,
I only have one request this year...
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If you're not having fun in your LinkedIn Inmail inbox... you're doing it wrong.
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Ok. I have to say something. 🤬🤬🤬
The amount of DTC brands that will spend $30k, $40k, $50k+ a day on Meta ads but $0 on Moonshot Marketing is a CRIMINALLY OVERLOOKED opportunity in marketing.
...And their CMO's should be fired for misallocating funds. 😬
The "bench" of DTC
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Dear marketers,
Can we stop using "game changer" in every ad?
My game has been changed so many times I don't even know what I'm playing anymore. 🥴
What other phrases needs to go?
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Ads should look native and not like ads right?
Well your “native” is different than other peoples “native”.
You wouldn’t believe how well the age 50+ crowd responds to the informercial or HSN format in their feeds.
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I've watched over $700,000,000 in ads and studied the top 49 DTC brands like:
👟 Nike
🍏 Apple
💀 Liquid Death
💧 Yeti
Here are the 3 things that NEED to happen to achieve their level of success.
STEAL this playbook 🧵
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What's working this month? Creative.
New and carefully crafted creative.
Let's take a look at the top ad this month for a bunch of our clients. Creative metrics included! (at least $1k spend).
You will hate some of these, I guarantee it.
🧵👇
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Trying out a completely new ad style.
Think it will work?
The over/under is a 1.89 ROAS (account avg last 30d)
Place ya bets.
Winners get 100 internet points.✨
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I didn't expect transphobia in DTC Twitter this morning, especially from the CEO of a brand I respected (past tense)...
...but here we are.😞
Transphobes and people with hate in their heart, this is your signal to unfollow me as well. ✌️💜
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Apple doesn't get enough hate from the public/media about the iOS14.5 changes.
I'd respect them more if they offered a competing and effective ad product.
But they didn't.
Apple just poisoned the well of Ecomm and walked away.
And a lot of small biz got sick and died.
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Successful creative isn't just hooks and thumbstops.
Brands need killer market positioning to stand out. The hooks will flow from there.
Whenever we start with a client we run through this exercise to distill the most resonate messaging possible.
Let me and Eminem show ya...
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So many great media buyers in here with killer tactics.🏀
But while there can be only one
#BuyersBracket
winner...
...the real winner is YOU, who is about to have a brand new bag of tricks to try out.
Let's take a look at the 🔥 these fine folks are bringing to the dance. 👇
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@tclarkmedia
I think one reason why the account blew up is because the business is small, and so the viewer can have an outsized impact.
I'm not sure this would work as well with a national chain. Or wouldn't be believable.
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While I'm stoked to see
@DaveRekuc
on the cover of CM24, not gunna lie, I'm a little worried about the curse. 😬
Anyone cop this yet?
Might run accrual this season...
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Thinking about putting redacted versions of the dozen or so paid social audits we've done this year into a public google doc.
Anyone be interested in that?
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For the first 2 years FireTeam was just a performance creative agency...
But now... I am proud to announce...
FireTeam X
An unlimited interactive global marketplace for 10X ROAS ads powered by UGCGPT and ObsessedAI.
The Future is now.
FTX
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We audited the Facebook campaign work of a lot of agencies this year. Here are some things we saw.
👀👇
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⚠️ Warning ⚠️
Do NOT look for ad inspo from brands who have raised significant VC money.💸💸💸
Their goals are NOT your goals.
Just trust me on this one 🙈
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Welcome to Facebook media buying in 2021. 🔊
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@danpantelo
@mrsharma
@workweekinc
Is this a serious question?
This is a marketing newsletter, not a documentary.
If Nik published "5 Tactics of Putin's Playbook That You Can Deploy In Your Funnels" then yeah... I'd feel the same way.
Would you?
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Godspeed to those choosing their agency based on price.
Quality doesn't cost more, it pays more.
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FireTeam probably has the worst eyesight of any agency...
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We're starting a YouTube show called Adtopsy.
Where we dissect ads in real-time to determine the creative cause of death.
We're looking for brands/agencies to donate some of their ads to science, and also guest "creative pathologists."
If interested in either, drop a comment👇
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･ *ﾟ
･ ﾟ*
･｡
*･｡
*.｡
｡･
°*. ﾟ
The reward for
smashing your targets
is even higher targets
ﾟ*.
｡｡ ･
｡ ･ﾟ
｡°*.
｡*･｡
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If you are spending $100k to $1M per month, here is how many new ads you need per week:
100 (if you suck at making and testing ads)
70 (if you are ok at making ads and testing ads)
30 (if you are good at making ads and testing ads)
10 (if you are great at making ads and testing
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Probably none of my business but... 🫖🐸
...if DTC brands spent as much on organic social as they did on paid social they would literally be the category leader in 3 months.
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Probably none of my business but... ☕️🐸
Maybe one reason why the TikTok robot voice is so effective is because it literally has more personality than half the "UGC" ads I see these days...
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Ad accounts are like kids. 🧒
They need to be parented differently. 👩👦
What works for some ads-guru may not work for you because they are raising a perfect angel who goes to bed on time and you are raising a miserable son-of-a-bitch who deliberately puts legos in your shoes.
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We were interviewing two Gen-Z interns yesterday and they BOTH said our website was "So millennial".
I don't even know what that means.
I think it's a bad thing.
I also found out that "only millennials still use gifs." 🤷
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Get in losers, we're starting a newsletter.🚗
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What if I told you that
Meta's new "feature" which tells you how much you can raise the budget before entering the learning phase (usually by up to 70%) is just a mind game to get you to spend more because the "learning phase" doesn't exist and never has.
Would you believe me?
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The difference between a flat-rate agency and a performance-based agency isn't just the size of the invoice...
...it affects every decision they make down to their DNA.
📈We are a performance-based agency.
📈We grow our profit by providing better performing ads and more of
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FireTeam is officially 3 years old today. 🔥🔥🔥
Here 8⃣ non-obvious things I've learned that help us become the most successful thing I've ever done.
1⃣ Don't start with a plan.
FireTeam didn't start with any big goals or plans. Only... can we do this? This allowed us to keep
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Who wants to examine trends in media buying through the lens of modernism, postmodernism, and metamodernism in film?
No one?
Ok… let’s dive in then... 👇
Pre-iOS 14.5 media buying can be thought of as the 'Top Gun' era of modernism, where media buyers were seen as heroic
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I'll just say it...
SaaS pricing in general is about 2x to 3x what it should be right now.
I'll still pay it... begrudgingly.
Because I need it.
But I don't like it.
It builds zero brand loyalty.
And I'm switching as soon as there is a halfway decent replacement. ✌️
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An important part of scaling that isn't discussed:
Racial diversity in your creative.👍🏽👍🏾 👍🏿
If you are targeting "broad" and your UGC is all white women 18-24...
well who do you think will engage, affect the algo, and ultimately be served to?
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Media buying these days...
🔊
"We have a kitten problem"
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This is one of the two REQUIRED books for agency owners imo.
@PPCKirk
just writes out all the things that have been circulating in my head this whole time. Thank you Kirk!
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Ok Twitter. It's 2023. What are we doing in this situation?
An ad has $1,000+ of spend.
Meta ROAS is 2.4 (above target)
Triplewhale or Northbeam ROAS is .8 (below target)
What action are we taking here?
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Here you go! I will try to keep this list updated, and add new people each Friday. (but I also have my own agency to run too)
But there was just too many awesome and eager people flooding my inbox, that I couldn't help but share.
The list! 👇
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Do you ever get overwhelmed with people's strategies, opinions, and advice on how to do marketing right?
I do. 🥴
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OP delivers!
Here are the 13 Facebook Ads audits we did this year (not under NDA). 👀
10,000 words of handcrafted tactical goodness.
You might learn something 📈 or you might fall asleep 😴 reading these. Honestly, it's 50/50.
Dig in!
#FBads
👇
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Media buyers out there still trying to maximize Facebook ROAS. 🤦
Success in
#eCommerce
rn is a multi-channel team sport. There are systems at work here!
For this brand we do:
✅ Media buying
✅ Organic social
✅ Influencers
✅ Email
✅ Product design
Results since
#ios14
👇
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If your brand runs frequent sales this is an ad/tactic you should deploy ASAP.
Ad creative with sales can be tricky. They can take some time to get going and when the BOGO50% sale is over, the ad is useless and can't be used again.
Enter the "Non-Specific Sale Ad"
It's an ad
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In 2022 we had 63 inbound requests to work with us.
We signed with 6.
Here are the 4 reasons we say NO to most potential clients.
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I'm starting a series...
I'll post the top 3 ads we made for clients in the past month and 🔪dissect🔪WHY they worked.
First up: Lazy Girl Salad Kit
Thumbstop: 35.98% (good)
Hold rate: 31.97% (good)
CTR: 1.99% (good)
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@ShaanVP
It works! I sent this deck to my Nana and she gives me $20 on my birthday. EVERY YEAR.
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I learned more about CRO in this episode than I have in the past 5 years.
Once I got over
@binghott
mercilessly roasting me.🤣
The long awaited part 2 of the CRO Adtopsy ep with
@Splittestingcom
just dropped, but imma timestamp all the good parts for ya.
Let's dive in.👇
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When the client gives you $50/day to test 10 creatives.
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"People don't read ad copy"
🙄🙄🙄
Ad copy can be long.
It can function as a pre-lander.
Here is the copy for one of our top ads this week. The conversion rate of traffic coming off this ad is 20% higher than all other ads.
It matters.
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