Pinned Tweet
I've spent almost $1 billion advertising on FB since '08 and this is something I see advertisers getting wrong all the time:
🛑 Stop focusing on FB CPMs (and CPCs)! They don't matter that much.
❌ Turning off ads due to high CPCs or CPMs can be turning off top performers.
🧵👇
🛑 Stop focusing on FB CPMs (and CPCs)! They don't matter that much.
❌ Turning off ads due to high CPCs or CPMs can be turning off top performers.
🧵👇
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Barry Hott ☄️ retweeted
Maybe it's Meta.
Orrrrrrr maybe it's the way your brand shows up in Google search results.
Look at this one little change that happened to a brand we track.
Went from a generic “BBB Complaints” snippet on Google search results to "F BBB rating."
Imagine an IG user sees your ad, then Googles reviews of your brand and this shows up.
How many people do that every day?
How many sales do you lose?
1? 5? 10? 100?
How would that impact your CPA?
Would you notice?
Orrrrrrr maybe it's the way your brand shows up in Google search results.
Look at this one little change that happened to a brand we track.
Went from a generic “BBB Complaints” snippet on Google search results to "F BBB rating."
Imagine an IG user sees your ad, then Googles reviews of your brand and this shows up.
How many people do that every day?
How many sales do you lose?
1? 5? 10? 100?
How would that impact your CPA?
Would you notice?
Your CPA goes up.
You check the ads.
Same creative, same targeting, nothing broken.
So you start swapping creative and moving bids and budgets around.
Meanwhile the problem is on page one of Google and you have no clue about it:
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Maybe it's Meta.
Orrrrrrr maybe it's the way your brand shows up in Google search results.
Look at this one little change that happened to a brand we track.
Went from a generic “BBB Complaints” snippet on Google search results to "F BBB rating."
Imagine an IG user sees your ad, then Googles reviews of your brand and this shows up.
How many people do that every day?
How many sales do you lose?
1? 5? 10? 100?
How would that impact your CPA?
Would you notice?
Orrrrrrr maybe it's the way your brand shows up in Google search results.
Look at this one little change that happened to a brand we track.
Went from a generic “BBB Complaints” snippet on Google search results to "F BBB rating."
Imagine an IG user sees your ad, then Googles reviews of your brand and this shows up.
How many people do that every day?
How many sales do you lose?
1? 5? 10? 100?
How would that impact your CPA?
Would you notice?
Your CPA goes up.
You check the ads.
Same creative, same targeting, nothing broken.
So you start swapping creative and moving bids and budgets around.
Meanwhile the problem is on page one of Google and you have no clue about it:
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$1.5+ million spent on this ad I shot.
It just turned 2 years old 🎂 and still spends $1k/day today.
Happy birthday ad #399! May you keep spending and never fatigue.
It just turned 2 years old 🎂 and still spends $1k/day today.
Happy birthday ad #399! May you keep spending and never fatigue.
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I don't trust Meta's ad optimizations 100%, but I trust it more than humans.
Even with $0 of spend, Meta can analyze an ad and predict its relevance and performance.
$5 of spend can get a bunch of impressions that Meta can get learnings from in terms of who even pays attention to that ad.
There's so much stuff that Meta doesn't/can't report out on, so we can't see it.
With limited data, the system will tend to favor more attention-getting ads, which isn't always what sells efficiently. So yeah, it's imperfect, but it's also better than its ever been and better than any human.
It can get it wrong, but at scale and over time with good data, it gets it right overwhelmingly.
Even with $0 of spend, Meta can analyze an ad and predict its relevance and performance.
$5 of spend can get a bunch of impressions that Meta can get learnings from in terms of who even pays attention to that ad.
There's so much stuff that Meta doesn't/can't report out on, so we can't see it.
With limited data, the system will tend to favor more attention-getting ads, which isn't always what sells efficiently. So yeah, it's imperfect, but it's also better than its ever been and better than any human.
It can get it wrong, but at scale and over time with good data, it gets it right overwhelmingly.
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Meet me in... Bangkok!
If you're anywhere near Thailand (orrrr looking for a getaway) next month, you're not going to want to miss this.
Stacked lineup and I'll be dropping insane knowledge bombs.
DM me for more!
If you're anywhere near Thailand (orrrr looking for a getaway) next month, you're not going to want to miss this.
Stacked lineup and I'll be dropping insane knowledge bombs.
DM me for more!
When I build the agenda for Scaling or Failing in Bangkok, it looks different than my events in the US.
In the US, everyone’s already exposed, so sometimes I might do 2 or 3 Meta topics..this guy's perspective, that guy's perspective.
But in Asia I can really only do one, because they're not exposed to a bunch of the same.
So it's basically less variety of the same topic and more variety across ALL topics.
December 7-8, right before Affiliate World Bangkok. Link below.
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Barry Hott ☄️ retweeted
This Meta "measure conversions on customer devices" change is coming next week.
Should you opt out?
Who will win and who will lose from this?
Meta's documentation of the change says:
"Your attribution window and attribution model don't change. Measuring conversions on s which conversions can be measured, not how they're credited to your ads."
Sooooo, they're saying your attribution window and model don't change, buuuuuut they're also saying they're going to be able to get credit for more conversions, which means...
I expect to see different results depending on what attribution setting you’re using.
Losers:
Anyone using Standard Attribution, especially 7dc1dv and, even more if you have a lot of other traffic sources. Standard attribution already gives Meta credit for sales it didn't cause (view-throughs from people who were buying anyway). Now Meta can see more of those sales, so it gets to over-credit an even bigger pool.
This will improve your in-platform metrics, which changes how it optimizes your campaigns.
If you're using bids or cost caps: the system will spend more because it's getting "more conversions" but if they're not actually driven by the ads, you're spending more for the same results you were getting before.
Look out for more unusual delivery to certain ads and lower-quality placements.
Winners:
Using Incremental Attribution. More conversions captured = more opportunities for Meta to identify more conversions that were actually driven by Meta.
Regardless of your attribution setting, if you're relying on external tracking (Northbeam, Triple Whale, etc), you're likely going to see the gap broaden between your in-platform metrics and your external tracking.
Should you opt out? I wouldn't recommend opting out of this change. Generally, more data is better than less, but only if that data is being used to improve your results, not just to give Meta more credit for conversions it didn't cause.
Should you opt out?
Who will win and who will lose from this?
Meta's documentation of the change says:
"Your attribution window and attribution model don't change. Measuring conversions on s which conversions can be measured, not how they're credited to your ads."
Sooooo, they're saying your attribution window and model don't change, buuuuuut they're also saying they're going to be able to get credit for more conversions, which means...
I expect to see different results depending on what attribution setting you’re using.
Losers:
Anyone using Standard Attribution, especially 7dc1dv and, even more if you have a lot of other traffic sources. Standard attribution already gives Meta credit for sales it didn't cause (view-throughs from people who were buying anyway). Now Meta can see more of those sales, so it gets to over-credit an even bigger pool.
This will improve your in-platform metrics, which changes how it optimizes your campaigns.
If you're using bids or cost caps: the system will spend more because it's getting "more conversions" but if they're not actually driven by the ads, you're spending more for the same results you were getting before.
Look out for more unusual delivery to certain ads and lower-quality placements.
Winners:
Using Incremental Attribution. More conversions captured = more opportunities for Meta to identify more conversions that were actually driven by Meta.
Regardless of your attribution setting, if you're relying on external tracking (Northbeam, Triple Whale, etc), you're likely going to see the gap broaden between your in-platform metrics and your external tracking.
Should you opt out? I wouldn't recommend opting out of this change. Generally, more data is better than less, but only if that data is being used to improve your results, not just to give Meta more credit for conversions it didn't cause.
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This Meta "measure conversions on customer devices" change is coming next week.
Should you opt out?
Who will win and who will lose from this?
Meta's documentation of the change says:
"Your attribution window and attribution model don't change. Measuring conversions on s which conversions can be measured, not how they're credited to your ads."
Sooooo, they're saying your attribution window and model don't change, buuuuuut they're also saying they're going to be able to get credit for more conversions, which means...
I expect to see different results depending on what attribution setting you’re using.
Losers:
Anyone using Standard Attribution, especially 7dc1dv and, even more if you have a lot of other traffic sources. Standard attribution already gives Meta credit for sales it didn't cause (view-throughs from people who were buying anyway). Now Meta can see more of those sales, so it gets to over-credit an even bigger pool.
This will improve your in-platform metrics, which changes how it optimizes your campaigns.
If you're using bids or cost caps: the system will spend more because it's getting "more conversions" but if they're not actually driven by the ads, you're spending more for the same results you were getting before.
Look out for more unusual delivery to certain ads and lower-quality placements.
Winners:
Using Incremental Attribution. More conversions captured = more opportunities for Meta to identify more conversions that were actually driven by Meta.
Regardless of your attribution setting, if you're relying on external tracking (Northbeam, Triple Whale, etc), you're likely going to see the gap broaden between your in-platform metrics and your external tracking.
Should you opt out? I wouldn't recommend opting out of this change. Generally, more data is better than less, but only if that data is being used to improve your results, not just to give Meta more credit for conversions it didn't cause.
Should you opt out?
Who will win and who will lose from this?
Meta's documentation of the change says:
"Your attribution window and attribution model don't change. Measuring conversions on s which conversions can be measured, not how they're credited to your ads."
Sooooo, they're saying your attribution window and model don't change, buuuuuut they're also saying they're going to be able to get credit for more conversions, which means...
I expect to see different results depending on what attribution setting you’re using.
Losers:
Anyone using Standard Attribution, especially 7dc1dv and, even more if you have a lot of other traffic sources. Standard attribution already gives Meta credit for sales it didn't cause (view-throughs from people who were buying anyway). Now Meta can see more of those sales, so it gets to over-credit an even bigger pool.
This will improve your in-platform metrics, which changes how it optimizes your campaigns.
If you're using bids or cost caps: the system will spend more because it's getting "more conversions" but if they're not actually driven by the ads, you're spending more for the same results you were getting before.
Look out for more unusual delivery to certain ads and lower-quality placements.
Winners:
Using Incremental Attribution. More conversions captured = more opportunities for Meta to identify more conversions that were actually driven by Meta.
Regardless of your attribution setting, if you're relying on external tracking (Northbeam, Triple Whale, etc), you're likely going to see the gap broaden between your in-platform metrics and your external tracking.
Should you opt out? I wouldn't recommend opting out of this change. Generally, more data is better than less, but only if that data is being used to improve your results, not just to give Meta more credit for conversions it didn't cause.
23
2
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5,765
Oh, @Seanfrank wasn't kidding, Ridge's Black Friday sale is live!
Is your brand's Black Friday sale live yet?
What about your competitors? Are you watching them?
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Barry Hott ☄️ retweeted
I wasn’t expecting this.
I asked a few peers for feedback on URL Love It annnnd 2 of them told me I charge too little.
One literally said:
“The initial hurdle I have to get over is why the f*** is it so cheap? Because from what I understand about it, I do think that it has u’re charging here.”
I agree...
I’m happy to charge $500/mo if that’ll get you to take @urlloveit_ more seriously. Even at that price, it pays for itself for most people reading this.
Orrrr maybe I’ll sell a $5k/mo guaranteed “site change insurance” plan if that’s what you want.
For now, prelaunch pricing is still just $49/mo (and only $1 for your first month). Only a few more slots get to keep that price forever.
I asked a few peers for feedback on URL Love It annnnd 2 of them told me I charge too little.
One literally said:
“The initial hurdle I have to get over is why the f*** is it so cheap? Because from what I understand about it, I do think that it has u’re charging here.”
I agree...
I’m happy to charge $500/mo if that’ll get you to take @urlloveit_ more seriously. Even at that price, it pays for itself for most people reading this.
Orrrr maybe I’ll sell a $5k/mo guaranteed “site change insurance” plan if that’s what you want.
For now, prelaunch pricing is still just $49/mo (and only $1 for your first month). Only a few more slots get to keep that price forever.
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I wasn’t expecting this.
I asked a few peers for feedback on URL Love It annnnd 2 of them told me I charge too little.
One literally said:
“The initial hurdle I have to get over is why the f*** is it so cheap? Because from what I understand about it, I do think that it has u’re charging here.”
I agree...
I’m happy to charge $500/mo if that’ll get you to take @urlloveit_ more seriously. Even at that price, it pays for itself for most people reading this.
Orrrr maybe I’ll sell a $5k/mo guaranteed “site change insurance” plan if that’s what you want.
For now, prelaunch pricing is still just $49/mo (and only $1 for your first month). Only a few more slots get to keep that price forever.
I asked a few peers for feedback on URL Love It annnnd 2 of them told me I charge too little.
One literally said:
“The initial hurdle I have to get over is why the f*** is it so cheap? Because from what I understand about it, I do think that it has u’re charging here.”
I agree...
I’m happy to charge $500/mo if that’ll get you to take @urlloveit_ more seriously. Even at that price, it pays for itself for most people reading this.
Orrrr maybe I’ll sell a $5k/mo guaranteed “site change insurance” plan if that’s what you want.
For now, prelaunch pricing is still just $49/mo (and only $1 for your first month). Only a few more slots get to keep that price forever.
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How's this, @natelagos?
URL Love It: As obsessive about your website as you are about your ROAS.
Or for agencies: As protective of your clients' sites as you are of their ad accounts.
@urlloveit_
URL Love It: As obsessive about your website as you are about your ROAS.
Or for agencies: As protective of your clients' sites as you are of their ad accounts.
@urlloveit_
There’s one headline format that works for every brand I’ve tried it for (try it for yourself this week)
The basic framework is:
“This [product] is [adjective] & [adjective], just like the [target customer aspirational identity] that [verbs] it”
But it can be molded as needed & dependable, just like the guys who wear it.
This whiskey is bold and complex, just like the guys who drink it
These rings are uniquely beautiful and insanely strong, just like the Moms who wear it
These rings are as reliable as the husbands who wear it
For the dads who are rugged & reliable, get him a watch that shares his best qualities.
Bulletproof smartwatches for guys who never quit
This ultra pure protein powder that works as hard as you do
These knives are sharp & to the point, like the chefs who trust them
Exactly like the guys who wear it, this belt will never quit on you
This headline format is smart and effective, like the marketers who use it…
Go write a few versions of this headline for your brand, mix up the format a little, and the adjectives you use. Test it on your homepage, highest traffic LP/PDPs, and in some ads
Guarantee you find at least one winner that sounds like this before BFCM
Thank me later
🔏
Nate Lagos🖋️🥃
Chief Messaging Officer
Bottoms Up Copywriting
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Almost everything I post about is to help people setup their ad account in a way where they can worry LESS about media buying and focus more on creative, website, offer, product, etc.
Unfortunately, a lot of accounts struggle with learning and understanding more about their creative, website, offer, and product because they'd rather focus on tinkering in the ad account.
Unfortunately, a lot of accounts struggle with learning and understanding more about their creative, website, offer, and product because they'd rather focus on tinkering in the ad account.
Guys.
Most of you know this but the DTC media buying matrix is 90% cope for shitty ads and shitty product.
Even the 10 year veteran dudes are tweeting stuff stuff that literally does not matter.
No shade to anyone but it’s literally 90% ads and decent product.
Even offer is secondary imo - but will help to get more scale.
If you’re not spending 500k a month ignore the gurus.
Double down only on creative and get something cooking that you can double down on even more.
This is literally it aside from having a good product that is differentiated and positioned well as a brand.
Tune out ALL the Meta and Ecom takes and just track nc roas which you should get triple whale for but can also just watch Meta in platform and use low frequency (below 2) to monitor TOF ads
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Are you still looking at hook rates and hold rates?
Rates are misleading when talking about optimized ads.
Rates don’t account for audience relevance, quality, or costs.
I'd rather just look at cost per vid play (hook) and cost per ThruPlay (hold).
Rates are misleading when talking about optimized ads.
Rates don’t account for audience relevance, quality, or costs.
I'd rather just look at cost per vid play (hook) and cost per ThruPlay (hold).
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Do you know what happens when you launch a site-wide sale without any sale ads supporting it?
Your existing ads absolutely CRUSH!
Why?
Because the improved offer and urgency will naturally
1. Increase CVR
2. Improve estimated action rate
3. Lower your CPA
4. Improve your more overall
I know this because I've run a major, full site-wide sale without a single ad mentioning it for a brand spending over $1 million/mo.
The site-wide sale lifted ROAS, dropped CPAs, and allowed us to scale 4x our usual spend, without a single sale ad.
This fundamentally changed how I think about BFCM/sales and, more broadly, how the website and its changes significantly impact ad performance.
Your Ads Manager or dashboard doesn't tell you, "Performance is up because your website changed"... it just tells you, "Performance is up."
(The same goes for when your performance is down.)
As we head into BFCM, I cannot stress enough:
This time of year is when you'll see the most changes to your site:
Hero sections
Announcement bars
Messaging
Discounts
Bundles
Banners
Offers
Upsells
Products
Categories
Gifting
Some of you might have one big change push, but many of you will be making many small changes to your website over the next few weeks.
Those changes directly impact your ad performance and business performance.
Knowing what those changes are, when they happened, and how they impacted your business is crucial, but most advertisers aren't keeping tabs on it.
I don't get it.
Every advertiser, media buyer, and agency should be able to know exactly what their site looks like before, during, and after any sale (or any change, really!).
Fun fact: even if you only run ads to tight, controlled landing page funnels, users will still leak out of your funnel to the homepage directly, or otherwise get to your site via search.
Meta still tracks and optimizes those users and conversions!
Soooo, even a simple change to your homepage hero section, or the announcement bar at the top of the site, can have a sizable impact on your ad performance (good or bad).
And this time of year, it's typically good!
You gotta start documenting and monitoring those changes daily.
If you spend more than $1k/day on ads, you have no reason not to monitor your landing pages, homepage, PDPs, category page(s), checkout, Google search results, third-party listings, and anything else your customers might see on their journey to buy.
There is no better time to start taking daily screenshots of your website than right now, before all those changes start happening.
You can monitor all of the pages that matter to your customers and your business using the exact same tool I rely on daily: @urlloveit_
I've been screenshotting my and my clients' websites daily for years and I've finally built the ultimate tool to make it simple and valuable for everyone.
It's $1 for your first month (for now!). I have no idea why you wouldn’t try it right now.
urlloveit.com/bfcm
Put your website in and it'll automatically set up the most important pages for you to monitor. Plus, you can add your Meta ad account and it will start automatically monitoring all your landing pages for you.
You'll be amazed at how many changes are happening without you knowing...
You'll love it: URL Love It.
Let me know if you have any questions or there's anything stopping you from setting it up today!
Your existing ads absolutely CRUSH!
Why?
Because the improved offer and urgency will naturally
1. Increase CVR
2. Improve estimated action rate
3. Lower your CPA
4. Improve your more overall
I know this because I've run a major, full site-wide sale without a single ad mentioning it for a brand spending over $1 million/mo.
The site-wide sale lifted ROAS, dropped CPAs, and allowed us to scale 4x our usual spend, without a single sale ad.
This fundamentally changed how I think about BFCM/sales and, more broadly, how the website and its changes significantly impact ad performance.
Your Ads Manager or dashboard doesn't tell you, "Performance is up because your website changed"... it just tells you, "Performance is up."
(The same goes for when your performance is down.)
As we head into BFCM, I cannot stress enough:
This time of year is when you'll see the most changes to your site:
Hero sections
Announcement bars
Messaging
Discounts
Bundles
Banners
Offers
Upsells
Products
Categories
Gifting
Some of you might have one big change push, but many of you will be making many small changes to your website over the next few weeks.
Those changes directly impact your ad performance and business performance.
Knowing what those changes are, when they happened, and how they impacted your business is crucial, but most advertisers aren't keeping tabs on it.
I don't get it.
Every advertiser, media buyer, and agency should be able to know exactly what their site looks like before, during, and after any sale (or any change, really!).
Fun fact: even if you only run ads to tight, controlled landing page funnels, users will still leak out of your funnel to the homepage directly, or otherwise get to your site via search.
Meta still tracks and optimizes those users and conversions!
Soooo, even a simple change to your homepage hero section, or the announcement bar at the top of the site, can have a sizable impact on your ad performance (good or bad).
And this time of year, it's typically good!
You gotta start documenting and monitoring those changes daily.
If you spend more than $1k/day on ads, you have no reason not to monitor your landing pages, homepage, PDPs, category page(s), checkout, Google search results, third-party listings, and anything else your customers might see on their journey to buy.
There is no better time to start taking daily screenshots of your website than right now, before all those changes start happening.
You can monitor all of the pages that matter to your customers and your business using the exact same tool I rely on daily: @urlloveit_
I've been screenshotting my and my clients' websites daily for years and I've finally built the ultimate tool to make it simple and valuable for everyone.
It's $1 for your first month (for now!). I have no idea why you wouldn’t try it right now.
urlloveit.com/bfcm
Put your website in and it'll automatically set up the most important pages for you to monitor. Plus, you can add your Meta ad account and it will start automatically monitoring all your landing pages for you.
You'll be amazed at how many changes are happening without you knowing...
You'll love it: URL Love It.
Let me know if you have any questions or there's anything stopping you from setting it up today!
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Agency people, know about site changes before your client does.
(They probably weren't going to tell you anyway)
urlloveit.com/agencies
(They probably weren't going to tell you anyway)
urlloveit.com/agencies
0
0
0
409
Barry Hott ☄️ retweeted
Do you know what happens when you launch a site-wide sale without any sale ads supporting it?
Your existing ads absolutely CRUSH!
Why?
Because the improved offer and urgency will naturally
1. Increase CVR
2. Improve estimated action rate
3. Lower your CPA
4. Improve your more overall
I know this because I've run a major, full site-wide sale without a single ad mentioning it for a brand spending over $1 million/mo.
The site-wide sale lifted ROAS, dropped CPAs, and allowed us to scale 4x our usual spend, without a single sale ad.
This fundamentally changed how I think about BFCM/sales and, more broadly, how the website and its changes significantly impact ad performance.
Your Ads Manager or dashboard doesn't tell you, "Performance is up because your website changed"... it just tells you, "Performance is up."
(The same goes for when your performance is down.)
As we head into BFCM, I cannot stress enough:
This time of year is when you'll see the most changes to your site:
Hero sections
Announcement bars
Messaging
Discounts
Bundles
Banners
Offers
Upsells
Products
Categories
Gifting
Some of you might have one big change push, but many of you will be making many small changes to your website over the next few weeks.
Those changes directly impact your ad performance and business performance.
Knowing what those changes are, when they happened, and how they impacted your business is crucial, but most advertisers aren't keeping tabs on it.
I don't get it.
Every advertiser, media buyer, and agency should be able to know exactly what their site looks like before, during, and after any sale (or any change, really!).
Fun fact: even if you only run ads to tight, controlled landing page funnels, users will still leak out of your funnel to the homepage directly, or otherwise get to your site via search.
Meta still tracks and optimizes those users and conversions!
Soooo, even a simple change to your homepage hero section, or the announcement bar at the top of the site, can have a sizable impact on your ad performance (good or bad).
And this time of year, it's typically good!
You gotta start documenting and monitoring those changes daily.
If you spend more than $1k/day on ads, you have no reason not to monitor your landing pages, homepage, PDPs, category page(s), checkout, Google search results, third-party listings, and anything else your customers might see on their journey to buy.
There is no better time to start taking daily screenshots of your website than right now, before all those changes start happening.
You can monitor all of the pages that matter to your customers and your business using the exact same tool I rely on daily: @urlloveit_
I've been screenshotting my and my clients' websites daily for years and I've finally built the ultimate tool to make it simple and valuable for everyone.
It's $1 for your first month (for now!). I have no idea why you wouldn’t try it right now.
urlloveit.com/bfcm
Put your website in and it'll automatically set up the most important pages for you to monitor. Plus, you can add your Meta ad account and it will start automatically monitoring all your landing pages for you.
You'll be amazed at how many changes are happening without you knowing...
You'll love it: URL Love It.
Let me know if you have any questions or there's anything stopping you from setting it up today!
Your existing ads absolutely CRUSH!
Why?
Because the improved offer and urgency will naturally
1. Increase CVR
2. Improve estimated action rate
3. Lower your CPA
4. Improve your more overall
I know this because I've run a major, full site-wide sale without a single ad mentioning it for a brand spending over $1 million/mo.
The site-wide sale lifted ROAS, dropped CPAs, and allowed us to scale 4x our usual spend, without a single sale ad.
This fundamentally changed how I think about BFCM/sales and, more broadly, how the website and its changes significantly impact ad performance.
Your Ads Manager or dashboard doesn't tell you, "Performance is up because your website changed"... it just tells you, "Performance is up."
(The same goes for when your performance is down.)
As we head into BFCM, I cannot stress enough:
This time of year is when you'll see the most changes to your site:
Hero sections
Announcement bars
Messaging
Discounts
Bundles
Banners
Offers
Upsells
Products
Categories
Gifting
Some of you might have one big change push, but many of you will be making many small changes to your website over the next few weeks.
Those changes directly impact your ad performance and business performance.
Knowing what those changes are, when they happened, and how they impacted your business is crucial, but most advertisers aren't keeping tabs on it.
I don't get it.
Every advertiser, media buyer, and agency should be able to know exactly what their site looks like before, during, and after any sale (or any change, really!).
Fun fact: even if you only run ads to tight, controlled landing page funnels, users will still leak out of your funnel to the homepage directly, or otherwise get to your site via search.
Meta still tracks and optimizes those users and conversions!
Soooo, even a simple change to your homepage hero section, or the announcement bar at the top of the site, can have a sizable impact on your ad performance (good or bad).
And this time of year, it's typically good!
You gotta start documenting and monitoring those changes daily.
If you spend more than $1k/day on ads, you have no reason not to monitor your landing pages, homepage, PDPs, category page(s), checkout, Google search results, third-party listings, and anything else your customers might see on their journey to buy.
There is no better time to start taking daily screenshots of your website than right now, before all those changes start happening.
You can monitor all of the pages that matter to your customers and your business using the exact same tool I rely on daily: @urlloveit_
I've been screenshotting my and my clients' websites daily for years and I've finally built the ultimate tool to make it simple and valuable for everyone.
It's $1 for your first month (for now!). I have no idea why you wouldn’t try it right now.
urlloveit.com/bfcm
Put your website in and it'll automatically set up the most important pages for you to monitor. Plus, you can add your Meta ad account and it will start automatically monitoring all your landing pages for you.
You'll be amazed at how many changes are happening without you knowing...
You'll love it: URL Love It.
Let me know if you have any questions or there's anything stopping you from setting it up today!
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