Advertising Marketing Technology
Jhori Remington
Jhori Remington

@LordofAds

12 tweets 6 reads Dec 17, 2024
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No B.S. Facebook creative testing guide that allowed me to generate over $200M.
If you paid me $500/hour for coaching,
This would be my RAW advice:
///MEGA-THREAD///
πŸ’₯ Principle #1 - It's a volume AND diversity game.
It's not good enough to just produce X number of new ads each week in 2025.
You also need to build ads that hit unique user cohorts in your target market.
You need images AND videos.
You need UGC AND High-production.
πŸ’₯ Principle #2 - Hit every awareness stage.
- Top of funnel (TOF)
- Middle of funnel (MOF)
- Bottom of funnel (BOF)
But NOT with your detailed targeting and custom audiences.
With ad creative that contains messaging for all three layers.
Creative does the targeting in 2025. In the same way that an organic Instagram reel finds it's target audience.
πŸ’₯ Principle #3 - Controlled creative testing environment.
Make your decision making process binary and easy.
Testing a new set of Ads?
Don't tinker with the audience, bid strategy, landing page, attribution window, etc.
Keep all variables the same EXCEPT your creative.
πŸ’₯ Principle #4 - Sync your post-click experience.
Your Ads are the start of your customer journey.
Your landing page is the start of their LTV cycle.
Make the user's transition congruent and frictionless.
Otherwise, you're leaving money on the table with worse CVR and AOV.
πŸ’₯ Principle #5 - Diversify your creative vendors.
Miracle Brand grew from $20M - $70M because we were constantly rotating new creative resources.
Agency and in-house.
War of attribution -- whoever created the most profitable Ads got to keep their retainer with us.
You'd be surprised how much extra effort a team member or outside vendor will place into your business if they know their income is on the line.
πŸ’₯ Principle #6 - Stay organized.
Your project management tool, file storage, and Meta Ad account should all have the same identifiers.
If I need to search for an Ad test I launched 427 days ago, all I should need is a simple Batch ID.
Saves a ton of time in the long-run.
My preferred stack is:
- Monday for managing the ad creative production process
- Frame io for storing all tests in custom, searchable folders
πŸ’₯ Principle #7 - Hyper-fixate on LTV.
The number of Founders I speak to with less than +10% LTV off of first order is astonishing.
Multi-million dollar businesses without a second purchase cycle!
Sell complimentary products (preferably consumables on subscription) to your hero product.
Not only will this stabilize stress on OPEX and growth during inevitable acquisition downswings,
But you'll also have the ability to outbid and outspend your competition.
πŸ’₯ Principle #8 - Master one channel FIRST.
Don't get shiny object syndrome.
Until you're spending $200k/month profitably with Meta, don't worry about TikTok, Snapchat, X, LinkedIn, etc.
Your channel stack is simple in the early days.
Meta and Google.
"oh but my buddy is making $10k/day with TikTok Shops! I gotta hop on!"
Shut up. I don't care what another business is doing. Focus on your own path.
Build consistency first, THEN diversify when you have the resources to fully attack a new channel.
πŸ’₯ Principle #9 - Learn from everything.
Just because a creative test 'failed' doesn't mean you can't take away learnings.
Maybe you found out a particular headline didn't work well compared to another?
Or that new UGC talent underperformed compared to your go-to?
Build a database of learnings that's not just in your head (or your media buyers head.)
Last thing we want to do is invest time, money, and opportunity cost doing the same shit that didn't work 7 months ago.
πŸ’₯ Principle #10 - Polarizing messaging wins.
Brand marketing is not your focus until you're a $50M+/year business.
Your ONLY goal should be to legally and ethically sell the f*ck out of your product or service.
That usually means hovering in the grey area with claims and messaging.
Will you turn some people off? Yes.
But just like our real-life social circles, we cannot expect to appeal to everyone.
Lean into the controversial stuff.
Thank you for taking time out of your day to read my list. It truly means a lot.
If you have any questions I encourage you to leave a reply here on this thread. I promise to answer every single one.
Good luck with your Ads! 🀘- Jhori / L.O.A.

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