Behind three behemoth brands stand three juggernauts of the marketing world. Finally, they’re giving you a never-before-seen look at what drives growth.
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Black Friday sales are up. Are you ahead of pace, or is it just a busy hour? @couuor
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For Black Friday, rethink ad spend before rethinking your offer. @codyplof
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Black Friday moves fast.
Daily targets aren’t enough.
Here’s what + how to track …
1️⃣ Hourly Revenue vs Last Year
2️⃣ Daily MER: Before & During
3️⃣ Accrual ROAS vs Cash ROAS
4️⃣ 1-Hour, 1-Day Click Accrual
5️⃣ Percentage of New Visitors
6️⃣ Clicks + Deterministic Views
@MAustinHarrison + Andrew Kaszuba from @northbeam unpack Black Friday budget calls w/ @couuor + @codyplof
“Marginal incremental spend might have not been a great idea.”
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Meta used to ignore 90% of the ads it could show. Not anymore @codyplof
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To Meta, new vs. repeat buyers is “irrelevant” @codyplof
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The future of agentic media buying looks bright @connorrolain
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Full episode:
YouTube: 9ops.co/tyxhbl
Apple: 9ops.co/ifygck
Spotify: 9ops.co/mci2dy
piped.video/watch?v=xjK7xzRX…
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“Is Meta rigging my CPMs?!”
We visited their headquarters in New York to find out.
Why do new brands pay more?
How does Andromeda pick ads?
Why am I reaching the same ppl?
Can more creative expand reach?
Does organic help paid results?
What will bring down my CPMs?
Sukhesh Miryala (PM, Meta) shows us under the hood of Meta’s ad delivery system with @couuor @codyplof @connorrolain
“The prices are just an outcome of this market mechanism, of how much supply we have and how much demand is in our system at any given time.”
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Winks’ partner ads … drive to partner landers @codyplof
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Two products in the ad creative, one in the upsell, 27% take rate @connorrolain
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Agentic media buying is here 🤖
We INFILTRATED Meta HQ to get all the answers!
What is Ads Creative Studio?
When is it getting released?
What’s getting automated?
Will you still control budgets?
Can AI test creative at scale?
What’s left for media buyers?
How should brands prepare?
In-person with Nik Ketkar (PM at Meta), @codyplof, @connorrolain + @couuor.
“In the future, media buyers are spending 100% of their time on strategic tasks.”
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“Don’t write it off if you haven’t taken a strong enough creative swing.” @connorrolain
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$100 DTC Funnel vs $100M DTC Funnel ↓
Winks; 1mo old, 27 reviews
Same creator in ad + lander
“Five reasons to buy” listicle
Offer + proof go above fold
Highlight clinical ingredients
Link directly to the research
HexClad; $100M+ per year
Japanese creators + products
98% are new website visitors
Sell two products in the ads
27% of people will buy both
$130 products → $217 AOV
@codyplof @connorrolain join @couuor to reveal their top funnels.
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How HexClad builds its list before BFCM @connorrolain
Step 1: Run sweeps during Q3
Step 2: Active those leads BFCM
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Why does Ridge run its annual sweepstakes in Q3? @couuor
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Full episode!
YouTube: 9ops.co/tbjood
Apple: 9ops.co/9zebbp
Spotify: 9ops.co/qerzdh
piped.video/watch?v=gLq3vcVr…
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Your Ultimate DTC Sweepstakes Playbook 🤩
Run During Slowest Months
Build Your List Before BFCM
Keep Your Products Full Price
Choose a Broad-Appeal Prize
For Ex: Ridge Gives Away Cars
Compare YoY Before + During
Nurture Leads After It’s Over
Track Post-Sweeps Purchases
YOU DON'T NEED TONY HAWK
@couuor @connorrolain break down Ridge + HexClad’s playbooks for turning prize seekers into paying customers.
“The first one was very small. Sean Frank I drove this Jeep out to the desert. We did some off-roading content. Then we were giving that Jeep away five weeks later.”
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“When you are at 0-figures … statistical significance kind of goes out the window.” @couuor
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“Let’s acquire people less profitably early on … that will allow us to give a bigger more profitable business sooner.” @couuor
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Winks is using Trybe to work with creators @codyplof
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Check out the full episode …
YouTube: 9ops.co/i305in
Apple: 9ops.co/yocg23
Spotify: 9ops.co/ykxvpq
piped.video/watch?v=TWalzHgX…
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Two 9-fig Operators Start Over 🫠
1-Month Old + Tiny Teams
No Organic Social Presence
Sixteen Customer Reviews
Paying $200 Meta CPMs
Hoping to Nail Retention
Was Built to Target Women
But 73% of Buyers Are Dudes
Traffic Too Low to A/B Test
Still Need Product Market Fit
JUST GOT 1ST REPEAT BUYER
@codyplof @couuor share BTS on their new brands … and why launching from zero is still brutal.
“Nothing matters until you have product market fit.”
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Should your subscription brand offer bulk upsells? 👀 @couuor + @varunkundra
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For supplements + consumables, “the best upsell is actually more of the same.” @varunkundra @codyplof
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How do you make more money from every visitor?
“There are two ways of doing it.”
1️⃣ Increase AOV
2️⃣ Increase CVR
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Full episode:
YouTube: 9ops.co/88tenk
Apple: 9ops.co/u9sv2k
Spotify: 9ops.co/84oi7u
piped.video/watch?v=aMlPT0cl…
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How do you make more money from every visitor?
“There are two ways of doing it.”
Increase AOV
Increase CVR
@varunkundra, @couuor + @codyplof share how top brands maximize margin and then audit Winks’ funnel.
Bundles vs. upsells
One-time vs. subscription
Price hikes vs. price cuts
Discounts vs. free gifts
Margin vs. signal
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Your hero might not work on TikTok Shop. @couuor “Our hero product on TikTok Shop is a $29 tracker card. Our most popular ads don’t feature a Ridge wallet at all.”
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“There’s an early mover advantage here.” @couuor is seeing a 46% lift in revenue per message on RCS.
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Check out the full episode …
YouTube: 9ops.co/zkqvck
Apple: 9ops.co/ay6w59
Spotify: 9ops.co/77hmsa
piped.video/watch?v=OL17E5A9…
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Can a 9-figure brand learn new tricks?
@couuor (Ridge) + @connorrolain (HexClad) share what they’re testing across retention, TikTok Shop + creator heading into Q4.
+46% revenue/message on RCS
1:1 agentic SMS vs static flows
Product seeding vs direct response
Paying creators % of Meta revenue
TikTok affiliates feeding GMV Max
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.@couuor thinks Shark Ninja is going to beat Ridge at running the most Haus tests this year …
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.@connorrolain “I think launching new products during this time of year is such an undervalued tactic.”
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.@couuor “We just activated Tony Hawk for our sweepstakes … is there value in people thinking that your brand is cool?”
Answer: YES
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.@couuor : “It is so incredibly easy to not drive incremental results the week of BFCM and be extremely happy with your outcome.”
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