Transcription
In just 30 days, we increased this beauty brand's return on ad spend by 86% by making a few simple tweaks to Facebook ads. It all started with their campaign structure.
Over the past eight years, I've set up campaign structures that have turned seven-figure brands into eight-figure brands multiple times. In this video, I'm going to give you the exact campaign structure that I use across all the brands that we're trying to scale aggressively.
This exact case study happened over the course of a year, but this specific change in ROAS happened within a 30-day period. We have old campaigns on the bottom three here and new campaigns on the top three here. What's crazy is that this exact structure almost every single time gets the most profitable results that you could possibly imagine.
Now, there are a lot of steps involved here, but the structure itself is the foundation of your ad account. This is literally what allows you to do all the more complex strategies and advanced systems within your ad account. It's what allows you to graduate campaigns, it's what allows you to graduate ads, it's what allows you to scale. That structure is so important.
We all know it's the foundation; it's like the home of the ad account. When we took over the account, there was a previous agency running it. As you can see here, previously they were driving a 0.94 return on ad spend. If you just take a look at the spend, they were spending $94,000 at a loss.
So what we did was we made fundamental changes. Now, when we come in and take over ad accounts, we don't just throw out the old campaigns. That's ridiculous. There are still ways that we could salvage some old campaigns.
What we like to do, generally speaking, is transition things over. We like to apply the best settings and then transition things to a better overall structure. This period right here is a big swap from their campaigns to our campaigns, and you can see that actually detailed in this section right here.
We can see all of their campaigns drop by tremendous amounts. Overall spend in their primary prospecting campaigns dropped $444,000, $5,000 in their retention-based campaign, and $4,000 in their retargeting campaign. Then all of our new campaigns are going up drastically in terms of percentage points.
What actually happens when we do this? We see an 86.81% increase in return on ad spend across the board. This is an apples-to-apples 30 days versus 30 days comparison. We take this brand from literally losing money on $90,000 in ad spend. We reduce the spend by about 35%, so we come down from $94,000 to $91,000 in ad spend because we needed to really cut the brakes quick and stop the bleeding in this account.
We really wanted to focus on driving the most optimal return on ad spend and make this brand profitable instantly, and that's exactly what we did. So return on ad spend jumped from 0.94 to 1.75. One of the bigger metrics for this brand is actually cost per purchase.
In this case, we dropped cost per purchase by $54. That is crazy, right? This went from a brand that was previously acquiring a customer for $958, and after the changes that we made, that I'm going to go through in this exact structure here, we dropped this all the way down to $41.56.
It's a 56% reduction in cost per purchase, and as you can see through the purchase return on ad spend, that's an 86% increase in return on ad spend from completely unprofitable to very profitable and still able to scale.
What we did beyond this, after these first few weeks of making drastic changes, is we scaled. This happened during a very turbulent time. Instead of just saying, "Hey, we're going to coast here, we're going to stick with this 1.75," this brand really took advantage of this scenario.
What they did was say, "Cool, we found what we needed to do. We fixed our settings, we fixed our structure, and now we're actually able to scale." Let's break down exactly what we did here and how we've done this over and over again for brands to, on average, get a purchase return on ad spend increase of 43%.
Now, just taking a step back, if you know anything about Facebook ads, you know that structure is the foundation. You know it is so important. You know that you can't create complex and different systems within an account until you have that important, perfect structure in place.
So what even is a structure? There are so many different ways you can run Facebook ads. You've probably heard of things like everyone's running Advantage Plus these days. You've probably seen people going super broad, or maybe you've seen, or in the past, you've run accounts that are really, really granular—dozens of campaigns and dozens of ad sets, and you're tweaking things every single day.
The most important part of this is that this is a structure that is scalable and that works regardless of the size of your business. There are a few things you need to tweak based on how much you're spending, but generally speaking, everything I'm going to go through here applies if you're literally spending your first $23,400 on Facebook or if you're spending $30,000, $40,000, $50,000, or $100,000 on Facebook ads.
Now, every structure has three core components. We have campaigns, which is the actual foundation of the entire structure. We have ad sets, which are all our audiences, and then we have ads—the actual creative that we're delivering to the end user that's ultimately causing the conversion to happen.
Each of these places has a unique role, the most important starting at ads, but second being ad sets, and third being campaigns. Now, here's the big caveat: while ads are the most important part of your account, if you have really, really great creative and it's run in a poor structure, it will underperform an account that has mediocre creative in one of the best structures possible.
The point of the structure is to create a scalable, predictable system that, when you create new creative and launch that new creative into your account, you know that the best creative is going to the best audience—not only to the right people but actually at the right time and at the right place.
But 99% of your competitors have completely forgotten about this. Everyone out there is running to the same broad audiences; they're spending the same amount of money every single day of the week. Now, it's our job to be really, really specific.
So normally, what we see is by just fixing the structure of your account, you're going to see somewhere around a 10% to 30% increase in return on ad spend. Then the compounding effect of doing this every single month and actually implementing the graduation process that we're going to get to will then see an even further increase in return on ad spend.
In our case, in just 90 days, you'll see an average of 43%. This is not our worst, definitely not our best, but on average, a 43% increase in return on ad spend. So if you think your account right now is a complete mess, that's actually a good sign. That means there's a ton of opportunity, and you're definitely going to beat that 43%.
If you think your account is really well structured, maybe you fall under that 43%, but following this structure and implementing this is actually going to allow you to scale. So not only is your ROAS going to maintain or get better, but your profit—which is ultimately the most important thing that we have here—acquiring your customers, spending more, driving more revenue, contribution margin driving up, those are actually the most important things that we're working on here.
Ultimately, that's what this structure is about: scaling predictably and as efficiently as possible.
So the very first campaign that we're going to set up is going to be an Advantage Plus campaign. Once you go into the actual ad account, click create, go to sales, click continue, and select Advantage Plus shopping campaign.
In terms of naming conventions, I would generally recommend you name this A+ or A score scale. This is meant to be your number one primary scaling campaign, and I'm going to show you exactly how that works and how we graduate ads into this campaign.
What you want to do is make sure you set this up as website and shop, select your proper pixel, and make sure your attribution settings are set to 7-day click and 1-day view. Now, we're going to optimize the ad account on a 7-day click setting; however, we're going to allow Facebook to optimize to 7-day click and 1-day view.
The reason we're doing this is because we want as many signals as possible to feed this Facebook algorithm. However, when we make data-driven decisions ourselves and we decide which ads to turn off, we're going to always be doing that on a click basis.
In terms of audience locations, obviously, make sure your audience locations are set properly. When we're actually talking about reporting, which is a super important caveat here, make sure you have set your engaged audiences and your existing customers.
You could actually tweak all these in your manage your advertising settings button right here. So just click that, and once you click that button, you're actually going to be able to add engaged audiences and existing customers right here.
For your engaged audiences, the easy recommendation here is 30-day site visitors, and then definitely you want to have some sort of engagers for Facebook and Instagram. This is not a silver bullet, so don't stress if this isn't the exact setup that you might be seeing here. If it's 30-day site visitors and Facebook and Instagram engagers, you're in a good position.
For actual existing customers, grab 180-day purchasers from your pixel and then get your CRM implemented. Make sure Klaviyo or whatever you're using for your email list is fully integrated into your ad account, and you're grabbing your entire customer list as an automated daily pull.
Very important: don't just upload your customer list from this random section. You need to have an automated daily pull that pushes right into here. Once these are set up, go down to your budget because this is your scaling campaign.
You're just setting this up; this is only going to start at around 20% of your total budget. The next thing we're going to do in most cases here is set our existing customer budget cap to 0%.
What this is going to confirm is that there's never going to be existing customers hit on this Advantage Plus campaign because we're going to have a separate campaign where we specifically target them with very specific ads. So we're going to set this for zero, and we're going to set our daily budget to 20% of whatever our total budget is.
Just for this example, I'm going to assume we have a $1,000 daily budget, so our daily budget here is going to be $200. For budget scheduling, we can completely skip this, and we can move down to the ad level itself.
Once you get into the ad level, you'll notice Advantage Plus doesn't have any targeting. So Advantage Plus is running broad; it's running to the entire United States, it's running to every demographic, every cohort. This is kind of a little hidden gem.
The only way you could actually tweak your settings for what's run in Advantage Plus is by going to your advertiser settings on the left-hand side here. Once you're in here, you can go to account controls and then tweak your audience controls and your placement controls.
In many cases, businesses that we work with can only serve in specific locations. So you can type in countries here; you can even type in exclusions on a state level. What we'll often do is exclude certain states.
For example, one brand has a lot of retail facilities in New York that we work with. We like to avoid New York advertising because they do it in a different way. So we literally just type in New York here, and we could exclude New York and a radius or the whole city from our entire account.
The second thing that's really, really helpful is if my business's advertisers age-restricted goods or services. Now, heads up, if you do this, you're probably going to get a little flag internally on the Facebook side, so I would be a little careful on this side.
This is just honestly knowledge that comes from being in this industry for a really, really long time. Whenever you select something that says something like age-restricted, you're kind of giving Facebook a little hint of, "Hey, maybe heads up on who we serve this to."
So minimum age, making sure it's set normally to 18. If you are a very age-restricted product, set it to 21, set it to 23, whatever your specific audience is. In most cases, I would not tweak these settings because Advantage Plus is going to just take a few weeks and then ultimately figure out who your most valuable customers actually are.
Okay, so you're probably wondering, what about creatives? What do we put in this Advantage Plus campaign? Now, here's the thing: you're going to be putting your best creatives only in this Advantage Plus campaign.
How do you actually decide what creatives to put in your Advantage Plus campaign? What you're going to want to do is go into your primary prospecting campaign that currently exists. Now, if you don't have your setup where you know your primary prospecting campaign and everything's kind of just mixed in together right now, it's okay.
Go to all of your ads and don't think twice about it. Once you go into all your ads, go to your column set, go to compare attribution settings, and set everything to 7-day click. Choose conversion account as all conversions, click apply.
When you do this, you're now going to see a difference between click conversions and view conversions. All we care about when we're optimizing and deciding what the best ads are are the click-based conversions.
The next thing you're going to do is sort by amount spent. What we want to push into here is our top creative only. When I say top creatives, I generally mean the top 10%. Very strictly, you might say, "Wow, there might only be three ads." Cool, if it's three ads, it's three ads; they are proven winners.
Now, a top ad is a top spending ad and a top converting ad. It is not a low spending ad with a boatload of high ROAS; that's not what it is. It's high spend, high ROAS.
So when we're looking at this account right now, I would sort by amount spent. You could see during this month that I'm looking at, we spent exactly $78,000, and our average return on ad spend was 3.09. So this was a big month for this brand.
We spent 78k, we drove $240,000 in revenue, and that's just for this specific ad set. On the whole account, we spent a total of $117,000 to drive a total of $544,000 in revenue.
Now, when we look at the actual ads, I'm looking at the 7-day click conversions; that's what I want to optimize on. So for our actual amount spent, we're sorting here, and then I'm going to go to the right. I'm going to look at my return on ad spend.
When I look at my return on ad spend, I'm looking at an average of 3.59 for my 7-day click. Then what I'm going to do is try to take anything that's above this 3.59 and at the top tier of my spending.
Right off the bat, I can tell you that I see some winners here. These three are the same creative; that's an easy winner—top spending, high return on ad spend. Here's an example of one I would skip. This is one where, yes, it has high spend, but the return on ad spend is about 10% to 15% under my average. That's not something I would necessarily promote.
Another example of a winner: number one, we have just above our average return on ad spend, but then check out the second variation of it at a 6.45. We're talking about scale here; we're talking about big spending ads.
Here are some examples of ones that we don't care about. This ad, in particular, spent $91 out of 7.5 return on ad spend. Now, you might think, "Holy crap, 7.5 return on ad spend, isn't that what we want? Isn't that what we want to duplicate?" Yes, but Facebook would promote this ad way more.
They would make this ad scale if it showed signals that we literally can't comprehend as advertisers, as human beings. It would scale this ad to the moon if it could continue to drive a 7.5 return on ad spend. Something in the algorithm is indicating that this ad cannot scale.
This is what I call a ROAS supportive ad. This ad is great; let it do its thing, let it run, but don't force your spend on it. You don't want to force anything when it comes to Facebook ads; you just want to feed this algorithm to the best of our ability.
That's ultimately the goal of everything that we're setting up here. So once you've determined what actual ads to put in here—your top 10%—you'll probably be in the range of like two, three, or four ads in your scale ASC campaign.
The next campaign that you're going to want to set up is a prospecting CBO campaign. First, you're going to click sales, click continue, click manual sales campaign, and then we're just going to name this best structure underscore prospecting CBO.
Prospecting is really focused on new customers, and specifically, the CBO portion of this means that we're allowing campaign budget optimization to be in place. So we are setting our budget at the campaign level; we're allowing Facebook to distribute our budget based on where it's most likely to drive the highest return on ad spend for us.
We're not worried that Facebook might distribute it in the wrong spot 1% of the time. What we care more about is the 99% of the time this algorithm is going to be right. You're going to notice here it says Advantage campaign budget; that is the renamed version of prospecting CBO, or rather the renamed version of CBO for our campaign budget.
We said we were working with $1,000; this campaign is actually going to represent around 70% of the total budget. So in this case, it's going to represent $700. For our campaign bid strategy, we are going to set this for highest volume or value.
Now, eventually, we may change this to a cost per result goal, but for now, we're going to keep this at high volume or value. Moving down, our engaged list and our existing customers are still set. Then we're going to create our very first prospecting audience.
So our first prospecting audience, I'm just going to name this interest1. The goal of this is we just want to give Facebook one single interest. This one single interest is literally just meant to serve as a foundation for us; it's something that we think our customers are mostly interested in.
Now, here's the big change. Most of the time, when everyone's creating interest, they're going to go down here, they're going to click Advantage Plus audience, and they're going to type in a bunch of different brands, a bunch of different things that people are interested in.
What you might wind up with is something like a bunch of different parent groups or a bunch of different random interests—people that are interested in current events. You might just be typing in 20 different things here. Now, I'm here to tell you why that doesn't work.
You're basically just setting yourself up for a mega broad audience, which is essentially doing nothing, and you're limiting the algorithm from getting people that could potentially be just on the outskirts of those audiences that would actually be a better fit for you as opposed to some of these bigger mega brands.
So X out of all this, and the big thing here is we need to switch to original audience option. This is crazy; Facebook tells us this. Right now, if you use an original audience, you're telling Facebook, "This is the audience; please start using this audience, and then after you tap out this audience, go beyond it."
All right, which is okay, right? It used to be a little bit more granular, but it's at least saying, "Hey, Facebook, try here first, and if you can't find what you need here, then go beyond this audience."
Finding the outskirts of this audience is okay. Advantage Plus audiences are signals—now, very, very different. Everything we are giving it here is merely a suggestion. It literally says it: if you share an audience, suggestions will prioritize audience mastering this profile before searching widely.
Suggestion is the key word. If you share an audience suggestion, they are going to look at it; they're going to say, "Okay, let's maybe start here, but then let's expand." Switching to original audience options is very, very, very different.
Here's the craziest part: they're going to warn you, "Oh, you're going to get a 33% worse lower cost per result or a 33% worse ROAS." Wouldn't you think that this would be data supported by thousands and thousands of advertisers and hundreds of millions of dollars?
Because we know that thousands of advertisers join Facebook every single day. But guess what? Based on the Facebook experiments they have run to 16 advertisers, I wish I could have a megaphone and just tell the world that Facebook is telling everyone to change everything about the way they run ads and everything about the way they think about audiences based on 16 advertisers.
That is absurd. There are thousands of advertisers. Let's see how much their actual cost per result has changed as a result of doing this, and I know Facebook has that data. So we are clicking user original audience because every test I've run, it works better.
Then we're going to set our audience, and we're just going to select one single interest. Really, really critical. We're going to find an interest on the right side. I don't care what the interest is; you decide what your interest is. Don't worry about the audience size; make sure it's like over a couple hundred thousand. Really, over a million is good.
Just set it to one single interest and let it rock. The reason you go with one interest is because you actually know, does this interest work, yes or no? If it doesn't work, you can cut it. If it works, great, keep it and create the second interest that's most similar to the one you just created.
When you stack interests, you have no idea what actually works and what doesn't work. If you try 20 different interests together and you say, "I think this is my customer," but if it's not and it doesn't work, it's never going to scale for you. You're never going to actually be able to know via the data if it works for you.
Single interests only. The next thing you're going to want to do here is create a fully broad audience, but there is one big change. So we're going to type in "Broad" as our ad set name. We're still setting website and shop; make sure you set your pixel properly—7-day click, 1-day view, as usual.
We are not selecting dynamic creative. Dynamic creative is being sunset; most advertisers are going to have flexible creative now, which we're definitely not using. Then as we scroll down and we go to the audience section, again, you might start in this kind of format where your audience controls are a little oddly separated and things look a little weird.
An Advantage Plus audience is set up; it's a little different. First off, let's get rid of our interest targeting because that's not something we want to have in this campaign. This is a broad campaign. You may be tempted right now to just click the publish button because this is a broad ad set.
Here's the problem: switch this to an original audience and then click publish. It seems like a negligible change, right? It seems like we just did nothing there because technically we're not telling Facebook anything about who we should be targeting.
We're not telling Facebook to go for a certain age group or certain genders or anything, so it's a 100% broad audience. However, what we have seen is by selecting that off, you get a slightly better result. We get cheaper CPMs, cheaper cost per clicks; that's what we care about.
In terms of your placement, scrolling down to the bottom, in terms of your placements, use Advantage Plus placements. In very rare cases, it's okay to shut things down like stories and shopping feeds. However, in 99% of cases, we are using Advantage Plus placements.
They generally return at a higher return on ad spend, overall more revenue for the business, and more spend. We are not setting anything up for brand safety and suitability; we're keeping all these at default. Most of the time, you'll be on moderate inventory. If you're on expanded inventory, just be careful; you might want to switch this to moderate inventory.
Now, we've talked about the structure a bit here. What happens when we launch new ads within this system? Every single time we launch a new round of creatives, every single time we have new ads, they get launched into a new broad audience.
Very critically important, and most people won't take this seriously. Most people will add ads into existing. It's not what we want to do. Every single time you have new ads, whether it's two ads, three ads, four ads, launch them into a new broad audience.
You know you have your ads today; get those into a few different audiences and a few different interest groups in total—maybe two or three total. Let's say you have 10 ads; maybe you just put all of them into one broad audience and the same duplicate of them into one interest.
However, when you launch a new product or when you get a new round of creative available to you by your creative team, don't be tempted to just throw them into the existing audience and then go from 10 ads here to 15. No, it's not what we want to do.
Even if you pause half of these ads down here, you don't want to launch it into the existing ad set. What you want to do instead is create a new ad set for every single round of creatives.
This campaign is going to get big over time. We like to call our creatives packs. An easy way to identify it: think of it as pack one, pack two, pack three, or you could even say pack and then include the date that it was launched.
That's something we'd like to do with most of our accounts. So we'll say, like, pack September 15th, 2024. That's how we generally like to set things because then we have a good ledger of what was launched, when it was launched, and how it's working over time.
This campaign gets big; we have new ad sets, new ad sets, new ad sets. Most of these ad sets are 100% broad. Here's what happens on a 14-day basis: you are taking the best ads only from your prospecting CBO campaign and you are graduating that into your scale campaign.
It sounds so simple; people get this so confused. I already went through exactly which ad you need to graduate—the highest spenders with the best returns. Leave the low spend, high ROAS ads and just move the best ones into this ASC scale campaign.
Top 10% every two weeks. If there's no outstanding winners, don't put anything in the scale campaign; it's quite all right. Don't worry about it. One of the big things we could ask is, "Do I pause down the ads in the prospecting CBO campaign that get graduated into this campaign?"
The answer is no; you don't pause down what's actually working ever in your account. If there's ever an ad that's spending a lot and driving a high return for you, you never pause it down. No matter how many times you want to restructure, even if you're listening to this video right now and you have one ad in one campaign that's working really, really, really well, pause everything else down.
Don't touch that one; just let it go. That ad is matched to the right person at the right time in the right placement. Don't mess with it; it takes a lot to get there.
So we're graduating from the prospecting CBO into the ASC scale campaign on a regular two-week basis. If we take all the ads that we're running in this prospecting campaign, we scroll all the way down to the bottom, I can tell you right away we are pausing all of these.
These are all ads that need to be paused nearly immediately because while the whole account has spent $78,000, these ads have spent $22, $21, $19, and look, their return on ad spend is hardly anything.
Right? One purchase, one purchase; they're just not scalable assets. They're just taking up room; they're just getting in the way. We just don't need them; they're not going to drive adequate conversions compared to the farm, the big ones in the account.
There's so much filler in here that just needs to get paused down on a regular basis. That's going to help improve the overall efficiency in the account. So we're just looking for low spend, low.
I would do this in the exact opposite way that you decided what to graduate, and I would do it on a regular two-week basis. Don't complicate this; set your calendar for a one-hour window for each brand that I'm specifically responsible for, and I will specifically graduate the ads in this one-hour time slot that absolutely need to be graduated, that need to be scaled, and I will cut the ads that need to get cut in this exact same slot.
I'll just do this every two weeks, and we don't overthink it. It's about doing this hundreds of times over dozens and dozens of weeks that compounds the ad account.
Finally, this last part only applies if you have existing customers. What we've created so far is very focused on new customer acquisition. We have broad audiences, and we have interest audiences. These audiences are generally super wide; they're able to target hundreds of millions of people.
What about the customers you've already acquired? Because they definitely shouldn't be treated the same way as every single person that ever logs into Instagram or Facebook.
So the difference here is we're going to create a new campaign—the same sales campaign. It's going to be a manual sales campaign. We're going to continue to see it best structure, and then we're going to name it retention.
Retention basically means that they have transacted with you. Don't get this confused with retargeting. Retargeting means they've interacted with you on your Instagram or on your Facebook page. Retention means they've handed you dollars.
Generally, this is going to represent around 10% of your budget. Now, we're actually going to manage this on a frequency. So before I even get into details, here's how you would do this in your column set.
We have a column called frequency. Frequency is the average number of times each account center account saw your ad. Account center accounts are just people for the most part.
So every time a person saw your ad, in most cases, for frequency of retention over the last 7-day window, frequency should be no greater than seven. This means that on average, people will see your ads once per day.
You're always going to be in that person's view. It's going to create a nice little nudge for some of these consumers to just say, "Okay, wait, maybe I should buy from the brand I've already bought from, that I've already transacted with. They have my information; they're telling me that there's a sale; they're telling me that there's an offer; they're telling me there's a new product I should buy from them today."
Back to the strategy and structure of this campaign. This campaign, on the ad level, is where the most important part is. So you can imagine by now we're going all the way down to the bottom. First, we're switching to original audience.
It's the most important place you have to do this. If you don't want to listen to me on the other two campaigns, using original audience here is literally the difference between targeting your existing customers and targeting anyone that Facebook thinks you should target.
For this case, you really want to run custom audiences. Now, as you can see here, I have hundreds of custom audiences because in this account in particular, we've built hundreds of different custom audiences.
In your case, here's what we care about the most: we want to create a new custom audience. We want to use the website activity, and we want to use purchase events. You can type in purchase here, and the audience retention rate is 180 days.
Usually, what I like to name it is purchase 180, and click create audience. Once you do that, it's automatically going to populate right into here. That 180-day audience should also be accompanied by whatever your CRM is.
So if you're using Klaviyo, if you're using MailChimp, wherever you're storing your data, it needs to be ported back into Facebook. The match rates in Facebook are lower than they ever have been, so this is our opportunity to enhance and improve the data that we have here.
So push in the same audience. What this would actually look like, because I'll show you, I have these audiences already set. So what this is actually going to look like is a 180-day audience, and then we're going to have a Klaviyo audience because that's what we use for this specific account.
So we have a Klaviyo for ads purchase 365. This is going to be my last 365-day purchasers, and we just want to stay top of mind with them. We just never want to let them forget about us.
Advantage custom audience is automatically going to be selected. You could probably tell by now Facebook is just trying to expand your audience every chance they get. We are unselecting this; we don't want Facebook to have the chance to select our audiences.
We don't want them to target anyone else; we want them to target our customers. Advantage detail targeting is left completely blank; placements are everywhere. This is the only place I'd be very strict where you really, really, really want to have all placements everywhere.
I don't care where the customer is; I want to show up to them at least once per day, every single day, so I'm always top of mind. Finally, what ads do you put in this retention-based campaign? It's up to you.
This is the one place where there's not an exact perfect strategy. The truth of the retention-based campaign is what I normally like to do is I normally like to have my best performing ads in this retention campaign.
In 99% of cases, I never pause ads here. I want to have 10, 20, 30 ads in the retention-based campaign. I'm completely comfortable with having a massive variety here because I'm literally trying to target a customer every day.
I don't want them to see the same two or three ads here; I want them to see relevant ads, fresh ads on a consistent basis. So when things fatigue, a new ad comes into play and starts to show up for them.
I'll happily pause down ads here, and I'll happily integrate new ads. We want new activations in here. This is one of the only spots where you can move away from some of the direct response ads, and you can kind of have a little bit more fun with your branding and new things that are coming, and even some talk about your mission and your brand and different things that are going on in your company.
So the ads in the retention campaign—don't overthink this part. Just show who you are and show them what you've already sold them.
Right here, this is the exact structure that we're using to scale businesses right now. If this was super valuable to you, please let me know in the comments below. I try to respond to every single comment, and if you have questions about anything in here, just let me know.
There is a reason the brands we work with get such strong results: it's because we stick to our guns. We work with this system for a really, really long time, and it continuously compounds. It continuously makes brands scale and allows them to get better and better and better and invest more in the advertising platforms and grow their businesses faster than they thought were even possible.
If this is super interesting to you and you want someone to implement this system for you and the 101 more complexities that come along the way, go to themoonlighters.com. You get to apply to work with us today. I'll see you guys soon.