❌ An attribution tool won’t get you higher ROAS.
But you’ll need one to know which ads to spend on.
Estimated read time: 4 min, 13 sec
In this week’s letter 📨:
- ⚠️ Why an attribution tool will NOT get you higher ROAS
- 🏋🏻♀️ The 90-day training module for eCommerce strategists
- 👠 How to crack Meta ads if you’re a fashion brand
- 🍃 #FeaturedAd - Molekule
- 🧕 #BrandedCatalog Spotlight - Urban Modesty
Attribution Products Don’t Improve ROAS. So (Why) Should You Care About Them?
Last week saw a spirited debate rage on Twitter.
No, we aren’t talking about whether Elon is the best or worst thing to happen to Twitter, or even whether the FTX saga could get any more outrageous (apparently the answer to both is yes 🤡).
Instead, DTC Twitter was dominated by conversations that debated the very future of eCommerce.
The debate was set off by Triple Whale’s 2nd Weather Report, which published Ecom numbers that looked decidedly scary.
So things are bad, but not quite so bad that hard work can’t save the day! 💪
As far as Taylor is concerned though, Triple Whale’s report was damning evidence that Attribution tools do NOT improve ads performance.
So why has there been so much noise about attribution?
And (allow us a moment here) why has Socioh been building one?
Socioh’s CEO and founder @Karanjassar weighs in on the debate on attribution here:
@TaylorHoliday Attribution products dont improve ROAS. I say this after building and launching a 1st party cookie solution that we sell (actually bundle-free) with our software.
Attribution guides spend.
Ad optimization has nothing to do with attribution.
— Karan @ $ocioh.com (@Karanjassar)
Nov 20, 2022
To sum up, an attribution tool is not magic but it’s still plenty useful if you want to know which ads to shut off and which you need to scale.
This 90-Day Crash Course For Ecom Growth Strategists Will Make A Soldier Out of You
Look, we get it.
We’re tired of paid courses that promise to make you an advertising Ninja too.
In fact, we think the phrase “—— ninja” needs to be deleted. Like yesterday.
But if you’re looking to unlock growth for your own brand or help brand owners scale, you’ll probably need some help along the way.
As always, we’ve got your back.
Bookmark this master thread by @AaronOrendorff and use it when you need it.
The Basics (read: Not Basics)
Ecommerce Growth Equation
DTC Metrics, Explained
How Online Brands Can Pave a Path to Profitability
Brand and Performance Marketing
— Aaron Orendorff (@AaronOrendorff)
Dec 8, 2019
P.S. It’s better than most paid resources out there.
And the best part? It is completely free!
Everything You Wanted To Know About Running Facebook Ads For A Fashion Brand
Running ads for a fashion brand presents unique challenges.
And if you’re a brand doing under $50M in sales, you cannot look to mega-brands for advice.
Your focus should be on how to profitably ‘capture in-market demand’ on Meta.
Simply put, you need to convert shoppers who are looking for a particular product or ‘look’. These customers tend to be brand agnostic and it is up to you to convince them to buy from you.
How do you do it? And what are some common pitfalls to avoid?
(And no, we don’t get paid to promote her, her advice is just very good.)
Want a peek?
This quick list of why fashion brands fail at Meta ads is a good reality check before you start handing out your $$:
Merchandising Issues: However good your ads or targeting, they won’t work if no one wants to buy what you’re selling. These issues are qualitative–a matter of consumer taste–but they can be diagnosed quantitatively.
Ineffective Creative: You can’t use a 'high-fashion' campaign shoot as your Facebook Ad creative unless your brand or campaign star is a household name. And you’ll need more than ten images per quarter. If campaign images don’t work, try iPhone video or other “ads that don’t look like ads” formats.
Website Issues: Nothing tanks advertising conversion rate like a slow, confusing, or error-prone website.
Unreasonable Expectations: No one is going to achieve a consistent 10x return on Facebook Ads. If your digital marketing is underfunded relative to your growth goals, you will always fail. And the P&L you used in 2013 will not stand up to today’s hyper-competitive environment.
Channel Conflict: if you’re selling wholesale and across channels, make sure you negotiate terms that protect your own eCommerce channel. If shoppers can get your best-selling style in three different places, they are going to pick the one with the lowest price and fastest shipping times.
Read the full post.
#FeaturedAd - Molekule
Category: Home Electronics
Format: Single Image (Story)
Caption: News so fresh ✨ Air Mini+ air purifier is FDA-cleared to destroy viruses & bacteria. Free shipping + 100% refundable, 30-day home trial.
Headline: Air Mini+: FDA-cleared to destroy viruses & bacteria
WHY IT WORKS:
Single-image ads with your product photo and a unique selling point (USP) are underrated.
The message “FDA-cleared air purifiers that destroy viruses and bacteria” is repeated on the image, the headline, and the caption. After all, and FDA is a big deal, and what sets them apart from their competitors.
Did you notice that the product photo’s minimalism and dominantly white background reinforce the feeling of light, clean air? Not to mention the product itself — an air purifier so light you can dangle it on a strap?! We’d click on the ad just to find out more!
If you’ve ever thought about getting an air purifier, it’s going to be hard to ignore this one.
P.S. With single images currently outspending video, it may be a good idea to use this easy template to create some great ads for your brand.
See this ad and 1000s of others in Socioh’s ads library.
#BrandedCatalog Spotlight - Urban Modesty
Brand: Urban Modesty
Template type: BFCM
WHY IT WORKS:
- Vertical product images with dark cards stand out in a primarily white Facebook/Instagram feed.
- Though busy, the text elements draw attention to the ongoing promotion, 60% OFF, Black Friday Sale, Sitewide promotion, etc.
- Color and text are used to place differential emphasis on key messages to highlight important details about the promotion.
Switch catalog designs to highlight relevant promotions without losing campaign learnings. Learn more about Socioh’s Branded Catalogs here.
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