1
00:00:00,090 –> 00:00:01,410
It was blowing that out of the water.

2
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It was crushing on every single
metric that a marketer looks at.

3
00:00:06,420 –> 00:00:09,180
We saw revenue go up, we
saw our MER come down,

4
00:00:09,180 –> 00:00:12,810
which are all like your north star
metrics of like, Hey, this is working.

5
00:00:12,810 –> 00:00:13,643
This is going well.

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00:00:25,740 –> 00:00:29,280
Hey there. Thanks for tuning into
the E-Commerce Evolution podcast.

7
00:00:29,280 –> 00:00:32,760
We’re going to take just a minute and
tell you a little bit about my agency OMG

8
00:00:33,030 –> 00:00:33,480
Commerce.

9
00:00:33,480 –> 00:00:37,560
Now we work with some of your favorite
eight and nine figure D two C and

10
00:00:37,590 –> 00:00:39,840
omnichannel brands.

11
00:00:40,170 –> 00:00:44,220
And our specialty is profitable scale.

12
00:00:44,220 –> 00:00:48,900
We love taking great brands and
amplifying their growth profitably.

13
00:00:49,170 –> 00:00:54,150
We’ve helped a number of brands go from
zero on YouTube to spending as much as a

14
00:00:54,240 –> 00:00:58,590
million dollars in 90 days
while hitting a CAC or

15
00:00:58,590 –> 00:01:00,060
CPA target.

16
00:01:00,240 –> 00:01:04,680
We’ve also helped multiple brands
launch on Amazon or just add

17
00:01:04,980 –> 00:01:06,480
scale to Amazon.

18
00:01:06,720 –> 00:01:11,490
We took Boom Beauty from zero to
almost $6 million in sales their

19
00:01:11,490 –> 00:01:13,710
first 12 months on Amazon.

20
00:01:13,710 –> 00:01:17,370
So if you’re not satisfied with
your current level of growth,

21
00:01:17,370 –> 00:01:19,950
if you’re looking to diversify channels,

22
00:01:19,950 –> 00:01:23,490
maybe you’re a little too dependent
on meta and you want to add YouTube or

23
00:01:23,490 –> 00:01:25,500
you’re not pleased with
your Amazon growth,

24
00:01:25,890 –> 00:01:28,650
then we need to chat.
So visit

25
00:01:28,650 –> 00:01:33,330
us@omgcommerce.com, click
the Let’s Talk button.

26
00:01:33,450 –> 00:01:37,290
We’d love to schedule a complimentary
strategy session with you.

27
00:01:37,800 –> 00:01:39,000
And with that back to the show.

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Well hello and welcome to another edition
of the E-Commerce Evolution podcast.

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I’m your host, Brett
Curry, CEO of OMG Commerce.

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And I am so excited about today’s topic.

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This will be a first,

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00:01:52,530 –> 00:01:56,970
we’ve never talked about this
topic in the history of the

33
00:01:56,970 –> 00:02:00,420
podcast. We’re diving into AppLovin.

34
00:02:00,930 –> 00:02:04,620
How should you be thinking
about AppLovin how to use it,

35
00:02:05,160 –> 00:02:09,210
can you really scale on it? Will it
work for you? Is now the time to scale?

36
00:02:09,600 –> 00:02:12,720
And we’ll get into all the ins and outs.

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00:02:12,720 –> 00:02:17,430
And so my guest today is Miranda Pinger

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and she’s an OMG client
with Cuddle Clones,

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gotten to know her and Ryan
and the team at Cuddle Clones,

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00:02:24,450 –> 00:02:28,410
super smart marketers, amazing products.
You’ll hear about those in a minute.

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00:02:28,860 –> 00:02:29,693
And get this,

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00:02:30,180 –> 00:02:34,320
she scaled from zero to
$80,000 a day on app 11

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00:02:34,800 –> 00:02:36,300
last holiday,

44
00:02:36,300 –> 00:02:41,130
and now it’s a staple in their marketing
arsenal and going to scale this holiday

45
00:02:41,130 –> 00:02:45,240
as well. She’s going to tell you how
she did it and all the ins and outs.

46
00:02:45,240 –> 00:02:48,570
And so with that, Miranda, welcome
to the show. Thanks for coming on.

47
00:02:48,570 –> 00:02:49,403
And how’s it going?

48
00:02:49,650 –> 00:02:53,070
Yeah, thanks for having me.
We’re almost in the heat of q4.

49
00:02:53,070 –> 00:02:55,740
November is knocking on our door somehow.

50
00:02:56,010 –> 00:02:56,400
Crazy.

51
00:02:56,400 –> 00:03:00,460
It’s already here. So yeah,
it’s Black Friday time.

52
00:03:01,060 –> 00:03:03,550
It’s Black Friday time
for sure. And today,

53
00:03:04,600 –> 00:03:06,640
who knows when people will
actually be watching this,

54
00:03:06,640 –> 00:03:07,780
but today was a big day for you.

55
00:03:07,780 –> 00:03:12,520
You were the keynote to a big
presentation with my buddy Taylor Holiday.

56
00:03:12,520 –> 00:03:17,320
So tell us about what you did today
because like in presentation mode today.

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Yeah, definitely. I’ve got
my presenter’s hat on. Yeah,

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we were talking about the success of
AppLovin and channel diversification,

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which has been a main topic of this year
that I think a lot of people have been

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talking about.

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And it’s been a key thing that I’ve
been trying to unlock for Cuddle clones.

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We’ve added App 11 last year. We’ve
added YouTube and Snapchat this year.

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So I think a more diversified
brand is a healthier brand.

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So if you’re on Amazon, if you’re
on lots of different places,

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00:03:47,200 –> 00:03:51,610
I think you can reach customers in a much
healthier way versus if you’re all in

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on one channel,

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00:03:52,300 –> 00:03:55,570
you’re going to have a really hard time
when that one channel is having a down

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00:03:55,570 –> 00:03:57,760
day or is struggling to grow.

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00:03:58,660 –> 00:04:02,320
Totally. There’s more stability
with channel diversification.

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00:04:02,320 –> 00:04:05,980
Usually the channels can feed off
of each other at least a little bit.

71
00:04:06,430 –> 00:04:08,170
There’s not always a
ton of channel overlap.

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00:04:08,170 –> 00:04:11,770
We’ll actually talk about that as
it pertains AppLovin. But yeah,

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00:04:11,770 –> 00:04:15,340
love working with you guys
and growing on YouTube.

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00:04:15,340 –> 00:04:18,070
I think get the perfect
product for YouTube as well,

75
00:04:18,070 –> 00:04:22,230
but more on another episode
today is all AppLovin and

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00:04:23,440 –> 00:04:28,090
also what was that event and where can
people check out the replays or do you

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00:04:28,090 –> 00:04:28,600
know?

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00:04:28,600 –> 00:04:32,170
Yep, you can find it on the Operator’s
podcast, you can find them on LinkedIn,

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00:04:32,170 –> 00:04:34,480
on X and on their website
and they’ll have a recording.

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00:04:34,480 –> 00:04:39,010
So if you want to hear even more in depth
from people outside of my voice who’ve

81
00:04:39,010 –> 00:04:40,270
really had success on the platform,

82
00:04:40,270 –> 00:04:42,130
and that’s kind of where
the place to find it.

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00:04:42,850 –> 00:04:46,630
Check it out. I love it. So
before we dive into AppLovin,

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00:04:46,900 –> 00:04:51,730
we’re going to start with that zero to
$80,000 a day scale run that you had

85
00:04:51,730 –> 00:04:54,580
last year, which is just phenomenal.
But for those that don’t know,

86
00:04:55,120 –> 00:04:56,350
what is Cuddle clones?

87
00:04:56,350 –> 00:05:01,210
What do you offer and why do
pet lovers go crazy for your

88
00:05:01,210 –> 00:05:01,900
products?

89
00:05:01,900 –> 00:05:06,250
Yeah, cuddle Clones has a special
place in my heart. Say I have a horse,

90
00:05:06,250 –> 00:05:11,110
so I’m all in on the animals. And then
I have always grown up with rescue dogs.

91
00:05:11,140 –> 00:05:13,870
Amazing. And I have a rescue dog myself.

92
00:05:13,870 –> 00:05:18,670
So love animals have always been
really drawn to ’em and they hold a

93
00:05:18,670 –> 00:05:20,890
special place in my heart.
And I love the mutt mixes.

94
00:05:21,220 –> 00:05:25,060
I have a Clie cattle dog mix. So.

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00:05:25,480 –> 00:05:28,720
Mutts are generally the best, right?
They, they’re not pretentious, right? Yes,

96
00:05:28,900 –> 00:05:32,950
they’re generally loyal, they’re often
cute, their own signature unique looks.

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00:05:32,950 –> 00:05:34,360
So I’m a mud fan as well.

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00:05:36,610 –> 00:05:40,120
So all in on animals. So that’s why
working with Cuddle clones is so much fun.

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And so Cuddle clones,

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00:05:43,030 –> 00:05:46,420
what it was founded on was creating
custom replic because of your pet.

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00:05:46,420 –> 00:05:51,220
So we have custom stuffed animals of your
dog or your cat or your horse or your

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00:05:51,220 –> 00:05:56,140
gerbil. And most often people do buy
them when they pass away. So I think too,

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having a breed,

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00:05:58,070 –> 00:06:00,620
I can’t just go out and buy a stuffed
animal that looks like my dog because he’s

105
00:06:00,620 –> 00:06:04,250
unique and everyone’s dog is unique.
They don’t all look the same.

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00:06:04,250 –> 00:06:07,010
So if you go to cuddle clones,

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00:06:07,010 –> 00:06:10,340
you can buy a stuffed animal
that looks exactly like your dog.

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00:06:10,340 –> 00:06:14,300
They’re all handmade. There’s only one
of a kind. There’s only one of your dog,

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00:06:14,300 –> 00:06:15,710
there’s only one cuddle clone of your dog.

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00:06:17,480 –> 00:06:20,540
And these are phenomenal. I just want
to underscore when you say custom,

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and when you say replica of your pet,

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00:06:24,320 –> 00:06:29,060
it’s crazy how much this looks like your
pet. My business partner Chris Brewer,

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has a small dog named Bubbles who
he adores and Pauls is still living,

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00:06:33,710 –> 00:06:36,080
but you did a clone of bubbles
and I’m telling you what,

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00:06:36,770 –> 00:06:40,430
you look at a picture of real bubbles
and clone bubbles and you’re like,

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00:06:40,850 –> 00:06:42,950
I’m not really sure. I’m not really
sure because they’re not moving,

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00:06:42,950 –> 00:06:46,640
so I’m not really in the picture. I
don’t know which is which. It’s crazy.

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00:06:46,760 –> 00:06:47,540
Yeah, yeah.

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00:06:47,540 –> 00:06:52,520
They’re very lifelike and our team
puts so much love and care into every

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00:06:52,520 –> 00:06:55,310
single one they create. And that’s
clear when you get the product.

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00:06:55,940 –> 00:06:59,360
And I think that’s unique when you buy
something that’s a hundred percent custom

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00:06:59,360 –> 00:07:01,250
online, you might be a little
skeptical of like, Hey,

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00:07:01,250 –> 00:07:03,740
I don’t know if this is going to
turn out. I don’t get to preview it.

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00:07:05,300 –> 00:07:08,690
I’m putting in all my information in
photos and then getting a product.

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00:07:10,040 –> 00:07:11,990
It’s really special
brand close to my heart.

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00:07:12,080 –> 00:07:14,210
And in addition to the stuffed animals,

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00:07:14,210 –> 00:07:18,410
we pretty much sell anything you’d like
to put your pet’s face on as a gift.

128
00:07:18,680 –> 00:07:20,180
We also sell on the site.

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00:07:20,180 –> 00:07:24,620
So our other bestseller that we had a
lot of success with on AppLovin and we’re

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00:07:24,620 –> 00:07:27,590
testing on YouTube now is
your pet’s face on pajamas.

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00:07:27,590 –> 00:07:30,950
So everyone loves getting
Christmas jammies,

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00:07:32,540 –> 00:07:34,460
so make it even more
special with your pet face.

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00:07:35,120 –> 00:07:38,270
PJ’s for grownups, kids and for your pet.

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00:07:38,630 –> 00:07:43,100
So get some PJ’s with your pet’s face
on it and have your pet wear it and you

135
00:07:43,100 –> 00:07:46,940
wear it too. It’s a super
fun combo. And yeah,

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00:07:46,970 –> 00:07:49,730
love what you guys are doing
and love how you scaled.

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00:07:49,730 –> 00:07:54,410
You guys are really smart marketers,
like I mentioned. And so let’s dive in.

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00:07:54,410 –> 00:07:59,300
So this year, YouTube is new, Snapchat
is new. Last year app 11 was new.

139
00:08:01,400 –> 00:08:03,590
What led you to test app 11?

140
00:08:03,590 –> 00:08:08,180
And then walk us through that
story of zero to $80,000 a day.

141
00:08:08,180 –> 00:08:12,770
Because my guess is that was not
your target or your expectation.

142
00:08:12,770 –> 00:08:17,480
I’m assuming that exceeded even some of
your wildest thoughts on scale there.

143
00:08:17,660 –> 00:08:21,620
Yeah, definitely. I think onboarding
any new channel is a lot of work.

144
00:08:21,860 –> 00:08:22,940
You have to get a pixel,

145
00:08:22,940 –> 00:08:25,250
you need to figure out the
ins and out of an ad account,

146
00:08:25,250 –> 00:08:29,630
you need to get your ads uploaded.
It’s a lot of work regardless of.

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00:08:30,200 –> 00:08:31,033
Panel.

148
00:08:31,460 –> 00:08:36,440
And so heading into Black Friday
last year we were a bit behind Target

149
00:08:36,830 –> 00:08:39,740
and Meta was underperforming what
we had thought it was going to do,

150
00:08:39,740 –> 00:08:43,730
and we were kind of like, this is not
looking great heading into Black Friday,

151
00:08:43,850 –> 00:08:46,970
we should be a little
bit more up on revenue.

152
00:08:46,970 –> 00:08:51,110
We were crushing all year
and then November was getting
harder as the CPMs were

153
00:08:51,110 –> 00:08:51,980
rising on meta.

154
00:08:53,240 –> 00:08:56,910
Was that the main issue you think? It
was just the competition in the auction.

155
00:08:56,910 –> 00:09:00,510
CPMs rising on meta and that’s what kind
of put a damper on what was otherwise a

156
00:09:00,510 –> 00:09:01,500
great year up to that point.

157
00:09:01,800 –> 00:09:06,270
And I think economic factors too, and
the users on Meta and Meta’s algorithm,

158
00:09:06,270 –> 00:09:10,140
I think other people were having similar
issues last Q4 with trying to scale

159
00:09:10,140 –> 00:09:13,710
past what they had done previously on
Meta and previous years and months.

160
00:09:15,030 –> 00:09:18,150
That’s kind of where we
were at mentally last Q4.

161
00:09:18,150 –> 00:09:22,920
So that’s where Sean Frank from
Ridge was tweeting all about

162
00:09:23,040 –> 00:09:27,930
AppLovin and dropped Kathy’s email into

163
00:09:28,610 –> 00:09:29,430
the Twitterverse. And.

164
00:09:29,430 –> 00:09:30,650
Kathy’s from AppLovin.

165
00:09:30,960 –> 00:09:32,280
Yes. Yeah, Kathy’s son,

166
00:09:33,390 –> 00:09:35,520
she’s awesome if you get to
see her give any presentations.

167
00:09:37,290 –> 00:09:41,010
And so we emailed her and got
onboarded pretty quickly after that,

168
00:09:41,640 –> 00:09:43,650
probably a couple days
we sent over our assets.

169
00:09:44,520 –> 00:09:46,350
At the time the platform
was not self-serve,

170
00:09:46,350 –> 00:09:47,970
so in order to get into the platform,

171
00:09:48,240 –> 00:09:51,750
you had to be spending at least
$30,000 a day on meta, and

172
00:09:53,670 –> 00:09:55,800
that was your proof that you
could get into the platform.

173
00:09:55,920 –> 00:10:00,150
They just wanted to keep it small because
it wasn’t so you couldn’t just get in

174
00:10:00,150 –> 00:10:01,530
there and work on it yourself yet.

175
00:10:02,070 –> 00:10:02,903
Got it.

176
00:10:03,840 –> 00:10:07,140
But they helped us with all of our
assets and getting things uploaded,

177
00:10:08,160 –> 00:10:10,410
and then at the time there
was an onboarding credit,

178
00:10:10,950 –> 00:10:13,650
so that was also an incentive
of, Hey, if this doesn’t work,

179
00:10:14,550 –> 00:10:19,170
we’ll just not spend our own money.
So that was helpful too of, okay,

180
00:10:19,170 –> 00:10:21,780
we’re going to onboard with this
credit and if it doesn’t work,

181
00:10:22,200 –> 00:10:24,360
we’ll just turn it off
and no harm, no foul.

182
00:10:25,020 –> 00:10:29,640
Yep, totally makes sense.
I love the setup there.

183
00:10:29,670 –> 00:10:32,940
Hey, we’re not hitting our goals.
We’re not hitting our targets.

184
00:10:33,390 –> 00:10:38,370
And good entrepreneurs, good marketing
teams, you don’t accept that,

185
00:10:38,430 –> 00:10:41,550
right? You’re like, no, we want to
hit our goal and exceed our goal.

186
00:10:41,550 –> 00:10:45,180
And so what else do we have out
there? And also any smart marketer,

187
00:10:45,180 –> 00:10:47,220
you’re living on D two
C, Twitter or D two CX,

188
00:10:47,220 –> 00:10:50,640
so kudos to you following smart people
like Sean Frank. And so you’re like, Hey,

189
00:10:50,670 –> 00:10:53,400
let’s give this app 11 thing a try.

190
00:10:53,400 –> 00:10:56,100
And so what did that look like?

191
00:10:56,100 –> 00:10:57,810
So obviously you started Zero
because it was brand new.

192
00:10:58,170 –> 00:11:02,940
How long did it take
to get to $80,000 a day

193
00:11:03,300 –> 00:11:05,730
and what did that look like?
What was that experience like?

194
00:11:05,730 –> 00:11:07,740
I’m assuming it was quite a ride.

195
00:11:08,010 –> 00:11:12,150
Yes, and so the thing about Cuddle clones
is it does most of its revenue in q4,

196
00:11:12,150 –> 00:11:15,300
so because it’s a great gift, everyone
wants to buy it for the holidays.

197
00:11:15,360 –> 00:11:19,890
So that’s where we’re a
bit unique compared to an
average G two C brand where we

198
00:11:19,890 –> 00:11:20,400
have to work really,

199
00:11:20,400 –> 00:11:23,400
really fast in a very short window
of time because we’re also custom,

200
00:11:23,400 –> 00:11:26,430
so we can’t just Amazon prime
you a custom order in a few days.

201
00:11:26,610 –> 00:11:30,810
So our shipping cutoffs
are much earlier. Yeah.

202
00:11:30,810 –> 00:11:32,130
Totally. That makes sense. Yeah.

203
00:11:32,250 –> 00:11:35,220
Because the earlier we have a shorter
window, so you have to act very,

204
00:11:35,220 –> 00:11:38,670
very quickly in a short period of time
and make sure you’re hitting all your

205
00:11:38,670 –> 00:11:40,170
KPIs on a daily basis.

206
00:11:40,290 –> 00:11:44,190
Every day does count when 30 days out
of the year you’re going to do most of

207
00:11:44,190 –> 00:11:45,023
your revenue.

208
00:11:45,370 –> 00:11:46,203
Yeah, yeah.

209
00:11:46,770 –> 00:11:51,150
Like every day is a few weeks
or some days are a month

210
00:11:52,260 –> 00:11:54,520
to other times year. And
so it totally makes sense.

211
00:11:54,520 –> 00:11:59,350
It’s nice because you can dial
up the urgency for the buyer.

212
00:11:59,350 –> 00:12:02,860
So that’s real urgency,
not manufactured urgency,

213
00:12:02,920 –> 00:12:07,630
but it means you can’t
screw it up every day really

214
00:12:07,630 –> 00:12:12,100
matters for driving those
new orders. So yeah.

215
00:12:13,900 –> 00:12:18,490
Were you just glued to the app 11
dashboard increasing budgets and bids

216
00:12:18,940 –> 00:12:21,130
constantly or what was that journey like?

217
00:12:21,280 –> 00:12:23,710
Yeah, you actually couldn’t
touch anything at the time. Okay.

218
00:12:24,040 –> 00:12:24,873
You got it.

219
00:12:25,120 –> 00:12:29,320
There was Nova fiddling
of my fingers. So yeah,

220
00:12:29,320 –> 00:12:32,140
the team is the one at the time that
was managing all of our budgets.

221
00:12:32,140 –> 00:12:36,490
So we had a Slack channel with them and
they would give recommendations to us,

222
00:12:37,090 –> 00:12:40,660
but I genuinely couldn’t touch the
platform. I couldn’t adjust a budget,

223
00:12:40,960 –> 00:12:44,290
I couldn’t touch anything,
which sometimes as a marketer,

224
00:12:44,290 –> 00:12:46,750
sometimes it’s good to have
to ask someone else, Hey,

225
00:12:46,750 –> 00:12:50,140
can you do this for me so that
you’re not the one touching things.

226
00:12:50,140 –> 00:12:54,130
So that’s kind of how we started
with them. And obviously now,

227
00:12:54,730 –> 00:12:56,230
but at the time you
couldn’t touch anything.

228
00:12:56,230 –> 00:13:01,030
So they onboarded with our whole
ad account, all of our videos,

229
00:13:01,120 –> 00:13:05,470
and essentially we had a $10,000 credit,

230
00:13:05,470 –> 00:13:08,530
and if I was the one doing that
with 10 grand, I’d been like, oh,

231
00:13:08,530 –> 00:13:10,420
let’s spend 300,

232
00:13:10,420 –> 00:13:14,140
maybe 400 a day and then we’ll go to a
thousand and then maybe we’ll go to 2000.

233
00:13:14,680 –> 00:13:15,190
In my head,

234
00:13:15,190 –> 00:13:20,140
that’s probably how I would spend
10 grand for the brand and they

235
00:13:20,140 –> 00:13:21,880
spent it over the weekend,
so it was like boom,

236
00:13:22,840 –> 00:13:25,120
the 10 grand was out the
door in a couple days.

237
00:13:25,900 –> 00:13:30,640
Let’s go man. And so how did that
first 10 K perform? Obviously? Well,

238
00:13:30,670 –> 00:13:33,250
because you scaled up
dramatically after that, but yeah.

239
00:13:33,250 –> 00:13:36,970
What kind of CPAs were you seeing
in comparison to other platforms?

240
00:13:37,060 –> 00:13:37,893
What did that look like?

241
00:13:37,960 –> 00:13:39,280
It was blowing that out of the water.

242
00:13:40,030 –> 00:13:44,560
It was crushing on every single metric
that a marketer looks at click through

243
00:13:44,560 –> 00:13:45,040
rate.

244
00:13:45,040 –> 00:13:46,510
Validated by Triple whale. Right?

245
00:13:46,960 –> 00:13:50,620
So you’re using the pixel from App 11,

246
00:13:50,620 –> 00:13:52,120
but you were really validating
through Triple Whale.

247
00:13:52,240 –> 00:13:55,360
Yeah, yeah. So we had that third party
source that you could really trust.

248
00:13:56,230 –> 00:13:59,020
We saw revenue go up, we
saw our MER come down,

249
00:13:59,020 –> 00:14:02,650
which are all your North star metrics
of like, Hey, this is working,

250
00:14:02,650 –> 00:14:03,220
this is going well.

251
00:14:03,220 –> 00:14:03,930
It’s working, it’s.

252
00:14:03,930 –> 00:14:08,530
Working. And so we were like, alright,
cool. Let’s put our own money in this.

253
00:14:08,530 –> 00:14:12,400
Now we spent through their
$10,000, we have proof of concept.

254
00:14:13,240 –> 00:14:14,080
So at that point we were at.

255
00:14:14,350 –> 00:14:16,390
A quick question here on the volume,

256
00:14:16,930 –> 00:14:21,370
because I’ve got thoughts on this with
a few other platforms, YouTube namely.

257
00:14:21,370 –> 00:14:25,660
But did they recommend condensing that

258
00:14:25,660 –> 00:14:30,220
$10,000 spend into a
tight window because the

259
00:14:30,220 –> 00:14:34,510
algorithm works better that way
and because they feel like you can

260
00:14:34,900 –> 00:14:38,140
learn and grow when you spend that
much money in that tight of a window?

261
00:14:38,140 –> 00:14:41,710
Or was it more about they knew what your
goals were and they knew that you had

262
00:14:41,710 –> 00:14:45,250
this 30 days to kind of make hay and
so they were trying to hit that target?

263
00:14:45,490 –> 00:14:47,650
Yeah, I think we both were
seeing such good results.

264
00:14:47,650 –> 00:14:52,220
So early on it was kind of a no-brainer
of we just this thing day over day,

265
00:14:52,520 –> 00:14:55,700
will it break, will it hold? And
that was kind of the crazy part of,

266
00:14:55,880 –> 00:14:58,700
to sit there and say, okay,
well we spent five grand a day,

267
00:14:58,700 –> 00:15:03,260
let’s go to 10 grand and then see
the 10 grand keep holding steady

268
00:15:03,260 –> 00:15:08,120
roas, keep nothing went down
that scaled crazy, alright,

269
00:15:08,120 –> 00:15:12,770
let’s do 30 grand today and
then alright, let’s do 45,

270
00:15:12,770 –> 00:15:13,700
let’s do 50.

271
00:15:13,700 –> 00:15:18,200
And then it got to the point where within
seven days I was telling them, okay,

272
00:15:18,200 –> 00:15:22,430
let’s spend $80,000 today on
Black Friday and let’s just go.

273
00:15:22,430 –> 00:15:23,390
Because again,

274
00:15:23,390 –> 00:15:27,140
we have such a short window where most
marketers probably wouldn’t go that hard

275
00:15:27,140 –> 00:15:29,150
in it, but it’s like I’ve
got three weeks here,

276
00:15:29,150 –> 00:15:30,800
we got to make as much
revenue as possible.

277
00:15:31,190 –> 00:15:34,250
Totally. But it made sense because
you’ve got the triple oil click data,

278
00:15:34,250 –> 00:15:37,850
so you see click attributed
data from these campaigns,

279
00:15:38,120 –> 00:15:42,680
you can see your global sales,
you can see your MER globally,

280
00:15:43,190 –> 00:15:45,890
your in new customer, CPA type of thing.

281
00:15:46,250 –> 00:15:51,050
And so you knew you were on
it was working and so why not?

282
00:15:52,490 –> 00:15:53,450
That’s fantastic.

283
00:15:53,450 –> 00:15:57,890
So you basically gave them your
meta ad account and then they were

284
00:15:57,890 –> 00:16:02,360
tweaking some of your top meta creatives
for that initial run or what were the

285
00:16:02,360 –> 00:16:03,580
creatives like in that first run?

286
00:16:03,940 –> 00:16:08,600
So we had some meta creatives, but
for our bestseller, the Pajamas,

287
00:16:08,600 –> 00:16:10,010
we actually didn’t have a ton of video.

288
00:16:10,310 –> 00:16:13,490
Most of our winning ads
on meta were stills,

289
00:16:13,490 –> 00:16:15,380
and that’s what had always
worked on meta for us.

290
00:16:15,380 –> 00:16:20,210
So we didn’t invest into a lot of video
at the time because Meta didn’t usually

291
00:16:20,210 –> 00:16:24,200
deliver it or spend as much on it compared
to all the stills that we would make

292
00:16:24,200 –> 00:16:24,740
of the product.

293
00:16:24,740 –> 00:16:28,580
So we actually didn’t have a ton of
video when we launched and we kind of

294
00:16:28,790 –> 00:16:31,190
scraped some together of, okay,

295
00:16:31,190 –> 00:16:34,490
well here’s a good voiceover and here’s
some good visuals that we have in the

296
00:16:34,490 –> 00:16:38,810
drive. It was very much piecing
stuff together on the fly.

297
00:16:38,810 –> 00:16:43,250
It wasn’t a giant production timeframe.

298
00:16:43,250 –> 00:16:47,240
It was working with my
creative strategist, Sydney
and us being like, okay,

299
00:16:47,240 –> 00:16:49,280
this is what we think
could work on the platform.

300
00:16:49,280 –> 00:16:53,390
Let’s make a true ad because we know
someone’s watching an ad and kind of see

301
00:16:53,390 –> 00:16:53,960
what happens.

302
00:16:53,960 –> 00:16:58,620
So we really didn’t have a Meadow winning
video that was active in app love,

303
00:16:58,970 –> 00:17:00,300
perfectly honest. Got.

304
00:17:00,300 –> 00:17:00,950
It crazy.

305
00:17:00,950 –> 00:17:05,270
So you pulled it all together for App
11 and I think it’d actually be useful.

306
00:17:05,270 –> 00:17:08,180
I know there’s been quite a bit of
chatter online and on D two C Twitter and

307
00:17:08,180 –> 00:17:12,800
stuff about App 11, but for those
that don’t know, what is App 11?

308
00:17:12,800 –> 00:17:15,230
So what kind of ads are you running?
Where are these ads showing up?

309
00:17:15,290 –> 00:17:17,840
What is App 11 for the uneducated?

310
00:17:18,020 –> 00:17:18,200
Yeah,

311
00:17:18,200 –> 00:17:23,090
so App Eleven’s been around for quite
a while in the mobile app space.

312
00:17:23,090 –> 00:17:25,460
So it’s a platform that’s
existed for a while,

313
00:17:25,460 –> 00:17:30,020
but it’s new to us e-comm folks because
it wasn’t open to e-commerce before.

314
00:17:30,020 –> 00:17:34,430
So they have all this
advertising data on mobile game

315
00:17:34,490 –> 00:17:38,150
players and typically if you think about
if you’ve played mobile games on your

316
00:17:38,150 –> 00:17:41,120
phone, you would get more
ads for mobile games.

317
00:17:41,120 –> 00:17:42,890
And so if you’re playing Candy Crush,

318
00:17:42,890 –> 00:17:46,460
you’re going to get an ad for Clash
Royale or you’re going to get ad word

319
00:17:46,460 –> 00:17:48,740
scapes, you’re a different ad.

320
00:17:49,890 –> 00:17:54,780
And they recently then rolled out
this e-comm platform Axon to where

321
00:17:54,780 –> 00:17:58,890
now e-comm ad buyers can buy
inventory on a mobile game.

322
00:17:59,460 –> 00:18:02,520
Yeah, it’s amazing. So
these are all video ads.

323
00:18:03,060 –> 00:18:06,300
They show up on mobile apps, mobile games,

324
00:18:06,840 –> 00:18:10,530
they’re nons skippable, so you
could exit out of the game,

325
00:18:10,530 –> 00:18:12,180
but they’re nons skippable, right?

326
00:18:12,180 –> 00:18:16,200
So if I’m playing Candy Crush and not
the paid version or whatever and the ad

327
00:18:16,200 –> 00:18:19,230
pops up, I can either close
or watch it basically.

328
00:18:19,830 –> 00:18:24,300
And in most cases, you’re
actually entering into an
agreement with the game of,

329
00:18:24,300 –> 00:18:28,410
Hey, I want to earn extra coins,
I want another try at this round.

330
00:18:28,890 –> 00:18:32,520
And so you’re kind of entering in this
agreement with the platform of saying,

331
00:18:32,520 –> 00:18:32,840
Hey, it’s.

332
00:18:32,840 –> 00:18:36,240
A gamification of watching the
ad to earn a little something.

333
00:18:36,300 –> 00:18:39,390
Yeah, exactly. So you’re entering into
this agreement with your game of saying,

334
00:18:39,390 –> 00:18:40,530
Hey, I will give you my time.

335
00:18:40,530 –> 00:18:44,910
I’m going to give you 30 seconds
of my time to watch this ad and

336
00:18:45,810 –> 00:18:47,820
you’re going to give something in my game.

337
00:18:48,810 –> 00:18:49,120
I love it.

338
00:18:49,120 –> 00:18:52,410
Love it. People go into it
knowing I’m watching an ad,

339
00:18:52,800 –> 00:18:57,240
I have voluntarily given the
click to say, I will watch an ad.

340
00:18:58,050 –> 00:18:59,430
People are expecting
to see an ad, they’re.

341
00:19:00,600 –> 00:19:03,510
Expecting to see it, there’s
something in it for them.

342
00:19:03,510 –> 00:19:07,800
So they’re not resenting the ad maybe
like they do in other platforms.

343
00:19:07,800 –> 00:19:12,630
And so that’s maybe part of why some
of these ads are really accepted and

344
00:19:12,630 –> 00:19:17,580
responded to. So super, super
interesting. Now the platform though,

345
00:19:17,580 –> 00:19:21,390
so in the early days when you scale from
zero to a hundred or zero to 80 KA day

346
00:19:21,390 –> 00:19:22,200
in less than seven days,

347
00:19:22,200 –> 00:19:26,400
that was all managed by
the app 11 team now itself

348
00:19:26,580 –> 00:19:27,413
serve.

349
00:19:27,720 –> 00:19:31,710
What does that look like and how

350
00:19:32,310 –> 00:19:37,050
important of a part of your marketing mix
is App 11 today and even when it’s not

351
00:19:37,050 –> 00:19:37,883
peak season?

352
00:19:37,980 –> 00:19:42,900
Yeah, it’s remained between 20 and 30%
of our media mix all throughout this

353
00:19:42,900 –> 00:19:43,733
year.

354
00:19:44,370 –> 00:19:48,120
And at this point I’ve spent a couple
million dollars on the platform and it’s

355
00:19:48,420 –> 00:19:52,830
continued to help our brand grow this
year. And because of the seasonality,

356
00:19:52,830 –> 00:19:56,370
I’m really expecting it
more growth heading into Q4.

357
00:19:56,370 –> 00:20:00,360
And as we sit today in October, it
is our largest spending channel.

358
00:20:00,360 –> 00:20:04,500
It is currently surpassed meta by
a lot for the month of October.

359
00:20:04,560 –> 00:20:05,800
Crazy in 2025. It’s so crazy.

360
00:20:06,150 –> 00:20:09,060
And we’ve never spent in the
month of October ever on app 11.

361
00:20:09,060 –> 00:20:12,840
So this is all brand new data and
brand new customers for October.

362
00:20:13,470 –> 00:20:14,303
That’s amazing.

363
00:20:14,820 –> 00:20:19,800
Let’s talk a little bit about
who is the buyer here, because

364
00:20:21,360 –> 00:20:25,410
the buzzword obviously in marketing over
the last year or two is incrementality,

365
00:20:25,590 –> 00:20:30,570
meaning can we get net
new customers from this ad

366
00:20:30,570 –> 00:20:32,880
endeavor that we wouldn’t
have gotten otherwise?

367
00:20:33,450 –> 00:20:36,840
Or are we just paying for another ad
that’s going to be inserting itself along

368
00:20:36,840 –> 00:20:39,210
the buyer journey for people
that we’re going to buy anyway?

369
00:20:39,240 –> 00:20:43,710
And what’s really clear about App
11 is that these are net new buyers.

370
00:20:44,100 –> 00:20:45,240
And from your experience,

371
00:20:45,870 –> 00:20:50,830
it looks like there’s not a lot of
crossover between typical AppLovin buyers

372
00:20:50,830 –> 00:20:53,260
and meta buyers. Can you
talk a little bit about that?

373
00:20:53,710 –> 00:20:56,570
Who are these buyers
coming from? App Love.

374
00:20:57,100 –> 00:20:59,800
Yeah, so we actually
looking in Triple Whale,

375
00:20:59,800 –> 00:21:04,570
we saw there was less than a 5% overlap
from our meta customers and our app

376
00:21:04,570 –> 00:21:07,570
love, and that was at of
42,000 orders last Q4.

377
00:21:07,840 –> 00:21:09,820
So it’s a very large data set as well.

378
00:21:11,050 –> 00:21:15,940
So out of 42,000 orders, less than
a 5% overlap with Meta’s customers.

379
00:21:15,940 –> 00:21:20,740
And we did find pretty often that the
app Levin customers were first click

380
00:21:20,740 –> 00:21:24,400
buyers. They would click on the
ad, they would go on our website,

381
00:21:24,400 –> 00:21:28,960
and they would check out that day
because you gave them 30 seconds of

382
00:21:28,960 –> 00:21:33,820
information for them to read versus
you saw still on Pinterest or

383
00:21:33,820 –> 00:21:34,180
Meta,

384
00:21:34,180 –> 00:21:39,160
or you just saw a graphic
on a Gmail website where you

385
00:21:39,160 –> 00:21:40,570
have to go learn more on the site.

386
00:21:40,570 –> 00:21:43,870
So your time on site is going to be
longer and you may need to have more

387
00:21:43,870 –> 00:21:48,400
questions answered versus if you
watch a 32nd commercial of the

388
00:21:48,400 –> 00:21:52,180
product that tells you everything about
it, you’re much more ready to buy.

389
00:21:52,900 –> 00:21:55,690
Yeah, it totally makes sense. And your
product is pretty straightforward,

390
00:21:55,690 –> 00:21:57,820
at least the pajamas are the cuddle clone.

391
00:21:58,330 –> 00:22:01,000
Maybe this wasn’t going to have a few
more questions and it’s more expensive,

392
00:22:01,000 –> 00:22:04,840
but do you think part of that where people
were clicking and buying one day was

393
00:22:04,840 –> 00:22:09,760
because it was holiday or are
you seeing that now even when

394
00:22:09,760 –> 00:22:13,450
you’re not running during, I
guess now is almost peak holiday,

395
00:22:13,450 –> 00:22:15,430
but when you’re running in the off season,

396
00:22:15,430 –> 00:22:19,780
is it still kind of that click
and buy day one from map 11?

397
00:22:19,900 –> 00:22:21,070
Yeah, we do see that a lot.

398
00:22:21,070 –> 00:22:25,930
We see probably one of the highest day
one ROAS out of all our channels on app

399
00:22:25,930 –> 00:22:29,050
11 I think just because of the time that
the customer spends with you. I mean,

400
00:22:29,610 –> 00:22:30,910
attention’s the new currency.

401
00:22:30,910 –> 00:22:35,620
So every app and every social media
channel is trying to just capture your

402
00:22:35,620 –> 00:22:39,670
attention and that’s what you’re buying
with app Love is attention for a full 30

403
00:22:39,670 –> 00:22:40,503
seconds.

404
00:22:40,840 –> 00:22:41,590
Yeah, yeah,

405
00:22:41,590 –> 00:22:46,540
it’s crazy and attention
that someone has agreed ahead

406
00:22:46,540 –> 00:22:49,030
of time to give you. And
so again, I think there’s

407
00:22:51,160 –> 00:22:54,730
less resistance and probably
less resentment as well,

408
00:22:55,000 –> 00:22:58,720
which has got to work in the
advertiser’s favor. I would think.

409
00:22:59,200 –> 00:23:03,280
This episode of the E-Commerce Evolution
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410
00:23:03,730 –> 00:23:08,620
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411
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412
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413
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417
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418
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419
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420
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421
00:23:51,680 –> 00:23:54,620
commerce.com.
So let’s do this.

422
00:23:54,620 –> 00:23:59,360
I want to spend quite a bit of time on
the creative side because as with any ad

423
00:23:59,420 –> 00:24:01,430
channel, creative is the biggest lever.

424
00:24:01,490 –> 00:24:03,380
Creative is what’s really
going to move the needle,

425
00:24:03,680 –> 00:24:04,730
that’s where you’re going to win or lose.

426
00:24:04,730 –> 00:24:08,510
But let’s talk about targeting
and media buying for a minute.

427
00:24:09,170 –> 00:24:12,830
Longtime media buyer did TV back
in the day, of course now Google,

428
00:24:12,830 –> 00:24:14,150
YouTube and Beyond and stuff.

429
00:24:14,150 –> 00:24:18,680
And so I do like to tinker on occasion
and pick audiences and all these things.

430
00:24:19,490 –> 00:24:21,890
Yeah, no, I know you, you guys
geek out about that as well,

431
00:24:22,220 –> 00:24:26,780
but what is possible, what
is not possible on app 11?

432
00:24:27,290 –> 00:24:29,030
Yeah, so there is no targeting,

433
00:24:30,680 –> 00:24:34,130
there’s no toys and rules
to tinker with, which.

434
00:24:34,610 –> 00:24:36,410
Partially makes me very nervous,

435
00:24:36,410 –> 00:24:40,850
but I obviously know Sean Frank really
well and several others and seeing your

436
00:24:40,850 –> 00:24:41,730
success, I’m like, okay,

437
00:24:42,410 –> 00:24:45,500
I get it that the algorithm’s smart but
still makes me a little bit nervous.

438
00:24:45,830 –> 00:24:49,970
Yeah, I think the most important part
is your ad creative doing the targeting,

439
00:24:49,970 –> 00:24:54,830
which we’ve talked about. Everyone’s
talked about with meta, leave it broad.

440
00:24:55,400 –> 00:24:59,450
That’s been a topic for the past five
years of don’t put target demos on your

441
00:24:59,450 –> 00:25:01,760
meta account, leave it broad,
let the ads do the targeting.

442
00:25:02,060 –> 00:25:04,700
I think that’s kind of the brave new
world that we’re going to live in as

443
00:25:04,700 –> 00:25:08,660
advertisers of making
really good creative that

444
00:25:09,620 –> 00:25:12,020
an algorithm can pick up of
who to serve it to. I mean,

445
00:25:12,020 –> 00:25:13,490
I think all the social platforms,

446
00:25:13,760 –> 00:25:18,470
platforms have cracked that with organic
content and viral reels, viral tiktoks,

447
00:25:19,160 –> 00:25:21,800
they knew who to show it
to based on a few times.

448
00:25:21,800 –> 00:25:24,260
So the same thing’s going
to happen with advertising.

449
00:25:24,950 –> 00:25:25,790
Makes a lot of sense.

450
00:25:25,790 –> 00:25:29,360
And so basically the levers you
have to pull mostly creative,

451
00:25:29,360 –> 00:25:32,330
we’ll talk about that in a minute,
but you’ve got your budget,

452
00:25:32,570 –> 00:25:36,110
it’s your daily budget, you’ve
got bid and that’s pretty much it.

453
00:25:37,730 –> 00:25:41,060
And how do the bids and budgets work?

454
00:25:41,600 –> 00:25:44,960
Yeah, so you’ll set either for e-comm,

455
00:25:44,960 –> 00:25:47,750
you’ve got cost per purchase
or you’ve got a target roas.

456
00:25:47,750 –> 00:25:51,260
So whatever works for your business,
you can try both. I’ve tested both.

457
00:25:51,260 –> 00:25:55,880
I have success with both and
whatever works for your business.

458
00:25:55,880 –> 00:25:56,990
And then you’re going to set a goal.

459
00:25:56,990 –> 00:26:01,970
So whether that’s your target
goal is to hit a 300% ROAS or a

460
00:26:01,970 –> 00:26:03,200
100%, whatever that is,

461
00:26:03,200 –> 00:26:06,530
you’re going to input your goal there
or your cost per purchase goal and the

462
00:26:06,530 –> 00:26:07,180
algorithm’s going.

463
00:26:07,180 –> 00:26:10,460
To do you start with that goal. So
when you first launch with App 11,

464
00:26:10,460 –> 00:26:13,910
do you recommend having a goal or you
recommend having a little more open where

465
00:26:13,910 –> 00:26:15,920
they’re just like, Hey, get me
as many conversions as you can.

466
00:26:16,700 –> 00:26:19,370
I would recommend having a goal that’s
closest to your business objectives.

467
00:26:19,370 –> 00:26:22,670
The algorithm’s pretty smart to know to
put you in the auctions that it thinks

468
00:26:22,670 –> 00:26:26,600
it can win on. So that’s what I’ve
discovered is putting the truest business

469
00:26:26,600 –> 00:26:30,950
goal that you can into the auction and
that way it can go out and find your

470
00:26:30,950 –> 00:26:33,620
ideal customer at a target
that makes sense for you.

471
00:26:33,650 –> 00:26:37,640
The other options you have for targeting
are either day zero roas or day seven.

472
00:26:37,640 –> 00:26:40,490
So if you want more data,

473
00:26:40,490 –> 00:26:44,070
usually I would recommend using day seven
because it’s going to just the system

474
00:26:44,550 –> 00:26:46,500
more data. I use seven
day on meta as well.

475
00:26:46,500 –> 00:26:49,290
So that’s just kind of what I found
the most successful for our brand.

476
00:26:50,880 –> 00:26:53,610
But you can do whatever fits
your business objectives,

477
00:26:53,610 –> 00:26:56,460
but usually day seven is feeding
it the most data as possible.

478
00:26:56,460 –> 00:26:59,310
Makes sense. And I think
just like any platform,

479
00:26:59,310 –> 00:27:04,020
the more conversion data you feed it
feed the better the algorithm is going to

480
00:27:04,020 –> 00:27:06,090
get. And if you have the seven day window,

481
00:27:06,840 –> 00:27:10,650
you can rest with some confidence that
there’s going to be a lot of day one or

482
00:27:10,650 –> 00:27:14,490
day zero conversions. Those
will be captured obviously
in that seven day window.

483
00:27:14,490 –> 00:27:17,400
So yeah, that totally makes sense.

484
00:27:17,400 –> 00:27:21,210
And so then what kind of data
can you see from this then?

485
00:27:21,210 –> 00:27:23,550
Are you seeing things like CPM and

486
00:27:25,160 –> 00:27:26,970
CTR and CPCs and things like that?

487
00:27:27,240 –> 00:27:28,980
Is it calculating those
and showing those to you,

488
00:27:28,980 –> 00:27:30,330
or what does the reporting look like?

489
00:27:30,540 –> 00:27:32,550
Yeah, you’ll see the same
things you see in meta,

490
00:27:32,970 –> 00:27:37,140
I think what makes it different or
again, your interactives, your end cards,

491
00:27:37,140 –> 00:27:38,670
those are things separate from your video,

492
00:27:38,670 –> 00:27:43,020
but you’ll still see your click through
rates, your CPMs, what you’re paying,

493
00:27:44,130 –> 00:27:46,890
and then you can also still
see day zero, day seven,

494
00:27:46,890 –> 00:27:50,520
day 28 row and platforms similar
to how you can measure in meta,

495
00:27:50,520 –> 00:27:54,000
especially if you don’t have a North
Beam or a triple whale to pull out those

496
00:27:54,000 –> 00:27:55,920
attribution windows
longer than seven days.

497
00:27:56,400 –> 00:27:57,810
Got it, got it. Makes sense.

498
00:27:57,810 –> 00:28:01,920
And then are you actively
going in and pausing

499
00:28:02,070 –> 00:28:02,880
creatives,

500
00:28:02,880 –> 00:28:07,290
adding new creatives or mostly are you
letting the algorithm do its thing and

501
00:28:07,290 –> 00:28:08,610
basically if there’s a
creative that’s not working,

502
00:28:08,610 –> 00:28:11,850
it’s going to take that to zero on
its own. What does that look like?

503
00:28:12,240 –> 00:28:15,600
I think it all depends on the journey
you’re on with app 11 and where you’re at.

504
00:28:15,600 –> 00:28:19,080
I think you should pause ads after

505
00:28:20,520 –> 00:28:23,280
a certain period of time if they
aren’t working for your business,

506
00:28:24,090 –> 00:28:27,840
especially if you have a lot of them
in there. If you’ve only got 30 or so,

507
00:28:27,840 –> 00:28:30,450
I would just let them all, leave
them all on, let them learn.

508
00:28:30,510 –> 00:28:34,170
But we got to the point where we had a
couple hundred in each campaign and then

509
00:28:34,170 –> 00:28:36,360
it got to the point where it was
like, okay, we have a lot of data,

510
00:28:36,360 –> 00:28:39,030
we’re feeding the system, let’s
try and concentrate this more.

511
00:28:39,360 –> 00:28:43,860
So at that point we did go in and turn
off ads that didn’t perform over a 60 day

512
00:28:43,860 –> 00:28:46,080
window. So we gave it a lot
of time to see if like, Hey,

513
00:28:46,080 –> 00:28:51,000
is this going to be successful?
Then we did turn some ads off,

514
00:28:51,000 –> 00:28:54,510
but I think you’re perfectly safe to
leave them on for a long period of time,

515
00:28:54,510 –> 00:28:55,620
especially as you’re starting.

516
00:28:56,340 –> 00:28:57,660
Cool, that’s great.

517
00:28:57,660 –> 00:29:02,220
And then are you doing
one consolidated campaign

518
00:29:02,700 –> 00:29:06,120
per product line? So maybe you guys
did one for clones, one for PJ’s,

519
00:29:06,630 –> 00:29:11,430
or are you doing separate campaigns
maybe by avatar or customer persona?

520
00:29:11,670 –> 00:29:12,503
What does that look like?

521
00:29:12,570 –> 00:29:14,910
We have just one campaign
per product type.

522
00:29:14,910 –> 00:29:17,370
So PJ’s have their own campaign clones do.

523
00:29:17,370 –> 00:29:21,930
That’s how I run everything on Google
and Snapchat and Meta just to keep those

524
00:29:21,930 –> 00:29:23,790
personas of that product in one place.

525
00:29:23,790 –> 00:29:27,480
The conversion rate is the same and
the A OB is the same per product.

526
00:29:27,480 –> 00:29:29,670
So I wouldn’t recommend mixing products,

527
00:29:29,670 –> 00:29:32,910
but I think keeping them in their
own campaigns, this is fine.

528
00:29:32,910 –> 00:29:36,600
You can have a hundred ads on
one product and be healthy.

529
00:29:37,350 –> 00:29:39,900
Got it, got it. And the algorithm
is going to decide, okay,

530
00:29:39,900 –> 00:29:43,300
I know who going to like this ad and
who’s watching, who’s responding to it,

531
00:29:43,300 –> 00:29:44,133
things like that.

532
00:29:44,350 –> 00:29:46,930
And they won’t spend on an ad
that’s not successful either.

533
00:29:46,930 –> 00:29:50,500
I think that’s something important to
note that it’s not going to pick up an ad

534
00:29:50,500 –> 00:29:52,540
and spend a lot of money
on it at a bad ros,

535
00:29:52,540 –> 00:29:56,950
which I think sometimes you’ll see
happen in meta if it’s not successful and

536
00:29:56,950 –> 00:29:59,530
it’s not hitting targets, it’s not
going to spend very much on it,

537
00:29:59,530 –> 00:30:00,880
so it’s going to drop to the bottom.

538
00:30:01,600 –> 00:30:05,380
So I would not worry about that happening
because I think people worry about the

539
00:30:05,390 –> 00:30:05,980
meta of like, oh,

540
00:30:05,980 –> 00:30:09,640
it picked up this ad and it’s spending
crazy money and it’s a 0.2 roas.

541
00:30:09,760 –> 00:30:10,960
I don’t dunno what Meta’s doing with it.

542
00:30:11,800 –> 00:30:14,380
That won’t happen with Apple and I
have not seen that happen. And again,

543
00:30:14,800 –> 00:30:16,630
that’s with a couple hundred
creative we’ve tested,

544
00:30:16,630 –> 00:30:17,740
I have never seen that happen.

545
00:30:19,090 –> 00:30:20,770
Got it. Totally makes sense. Okay,

546
00:30:20,770 –> 00:30:22,330
so let’s get into the
creative side of things.

547
00:30:22,480 –> 00:30:26,980
This is where the magic really
happens. So these are all video ads,

548
00:30:28,240 –> 00:30:31,510
they’re all vertical, correct? So
we’re not running landscape ads,

549
00:30:31,510 –> 00:30:36,490
these are all nine by 16 or four
by five or one by one, correct?

550
00:30:36,730 –> 00:30:37,930
Or are they all nine by 16?

551
00:30:37,930 –> 00:30:40,060
They all need to be nine
by 16. Yeah, no scores.

552
00:30:40,960 –> 00:30:42,400
Got it. So all nine by 16.

553
00:30:43,270 –> 00:30:47,110
Talk a little bit about
how long are these ads,

554
00:30:47,110 –> 00:30:51,430
what are the requirements of the platform
and where are you finding the most

555
00:30:51,430 –> 00:30:54,970
success? At what ad length
are you finding wins?

556
00:30:55,420 –> 00:30:57,220
You can upload up to 60 seconds.

557
00:30:58,240 –> 00:31:00,880
I would recommend doing at
least 30 at the low end.

558
00:31:01,300 –> 00:31:02,680
You can upload shorter than that,

559
00:31:02,680 –> 00:31:05,500
but we usually see a lot more
success having longer ads.

560
00:31:06,010 –> 00:31:08,620
People go in there expecting
to watch a longer ad.

561
00:31:08,620 –> 00:31:11,140
So I think if you only
showed them 15 or 16 seconds,

562
00:31:11,680 –> 00:31:14,260
you’re just not utilizing the platform
enough and the time that you have with

563
00:31:14,260 –> 00:31:15,093
the customer.

564
00:31:15,820 –> 00:31:18,070
And I think just to draw a
quick parallel to YouTube,

565
00:31:18,340 –> 00:31:22,390
we spent millions a month on
YouTube and we see the same thing.

566
00:31:22,570 –> 00:31:27,100
You can run fifteens and people like them
and maybe they get less frustrated or

567
00:31:27,100 –> 00:31:30,130
something like that, but
usually people don’t respond,

568
00:31:31,180 –> 00:31:34,570
they don’t click or they
don’t convert. And so yeah,

569
00:31:34,570 –> 00:31:39,400
I love that 30 to 60 seconds
and just test within that

570
00:31:39,400 –> 00:31:40,090
window,

571
00:31:40,090 –> 00:31:45,040
but you got a captive audience they’ve
agreed to watch and so tell them enough

572
00:31:45,460 –> 00:31:47,200
to get them excited to
overcome objections,

573
00:31:47,200 –> 00:31:51,070
to get them to click and to take
action. So that makes a ton of sense.

574
00:31:51,070 –> 00:31:54,340
Now are you running polished ads?

575
00:31:54,340 –> 00:31:56,590
Are these like UGC mashups?

576
00:31:57,130 –> 00:32:01,060
Do these look like a meta
ad look more like a TV ad?

577
00:32:01,570 –> 00:32:03,100
Talk about the style of ad.

578
00:32:03,460 –> 00:32:06,340
Yeah, I would say it’s kind of
right in the middle of those things.

579
00:32:06,340 –> 00:32:11,230
So we’ve got millions of followers
on TikTok and on Instagram and

580
00:32:11,230 –> 00:32:15,640
Facebook and those viral entertaining
videos that everyone’s like, oh,

581
00:32:15,640 –> 00:32:17,320
just plug it into meta,
it’s going to work.

582
00:32:17,620 –> 00:32:19,900
That actually doesn’t work
great on the platform.

583
00:32:20,200 –> 00:32:21,910
Someone’s going in there
expecting to see an ad.

584
00:32:21,940 –> 00:32:26,110
So I think you can still be entertaining
and you should still be entertaining as

585
00:32:26,110 –> 00:32:29,050
a brand, but I don’t think
you need to be super polished.

586
00:32:29,050 –> 00:32:33,280
And I also don’t think you should run
something that’s pure entertainment driven

587
00:32:34,360 –> 00:32:39,230
because someone’s expecting to see an
ad and I think you’re not utilizing your

588
00:32:39,230 –> 00:32:42,800
time with the customer if you aren’t
giving them information about the product

589
00:32:42,800 –> 00:32:45,560
and following a story
arc about your product.

590
00:32:46,700 –> 00:32:46,790
Yeah,

591
00:32:46,790 –> 00:32:51,500
it’s such good advice and I think you
could draw a few parallels to TV just more

592
00:32:51,500 –> 00:32:56,390
from a call to action standpoint
or a structure this like an

593
00:32:56,420 –> 00:32:59,930
ad versus an organic post that you just
want to go viral on TikTok or something

594
00:33:00,440 –> 00:33:03,890
where if you look at, and
I come from the TV world,

595
00:33:04,910 –> 00:33:07,190
if you run a TV ad that’s
just entertaining or just fun,

596
00:33:07,610 –> 00:33:09,320
people may watch it and
people may remember it,

597
00:33:09,320 –> 00:33:10,640
but they’re not going
to take action on it,

598
00:33:10,640 –> 00:33:11,540
they’re not going to make a purchase.

599
00:33:11,780 –> 00:33:16,730
And so you need to structure that ad
where you are telling people where to

600
00:33:16,730 –> 00:33:21,200
go, what to do, getting them hyped up
to buy, you got to ask for the sale,

601
00:33:21,200 –> 00:33:25,280
things like that. And so totally
makes sense. Make this a commercial,

602
00:33:25,670 –> 00:33:28,490
not just a fun viral video.

603
00:33:28,490 –> 00:33:33,170
So what are some of the components then
if you look at your winning ads versus

604
00:33:33,170 –> 00:33:34,520
ads that did not win,

605
00:33:35,120 –> 00:33:37,970
what are some of the components or what
are some of the things that the winning

606
00:33:37,970 –> 00:33:38,900
ads have in common?

607
00:33:39,350 –> 00:33:39,530
Yeah,

608
00:33:39,530 –> 00:33:44,450
the winning ads definitely flow
more like an advertisement than an

609
00:33:44,450 –> 00:33:47,360
entertaining video that you
would see on social media.

610
00:33:47,360 –> 00:33:50,840
So I think that’s something to keep
in mind and I think the more you can

611
00:33:50,840 –> 00:33:55,340
overcome objection ahead of time for the
customer when you are telling a story

612
00:33:55,340 –> 00:33:59,510
to them is the most important. So
some of our winning videos have,

613
00:34:00,470 –> 00:34:02,780
we sell long pajamas,
we sell short pajamas,

614
00:34:02,780 –> 00:34:04,670
we sell pajamas for
your kids and your dogs.

615
00:34:04,670 –> 00:34:06,560
So those questions are already
out of your head of, oh,

616
00:34:06,560 –> 00:34:08,330
well can I get this for my kids?

617
00:34:08,330 –> 00:34:12,590
So they have kids sizes already have
overcome that objection. Would highly

618
00:34:12,590 –> 00:34:15,920
recommend taking all your meta comments
and questions and putting them in an ad

619
00:34:15,920 –> 00:34:20,360
because we would get those all the time.
How can you overcome them before that?

620
00:34:20,720 –> 00:34:22,100
They even have to go looking for it.

621
00:34:22,100 –> 00:34:25,580
So I think that’s a really important
thing to keep in mind when you’re running

622
00:34:25,580 –> 00:34:29,240
ads there. And also just give them
all of the features and benefits.

623
00:34:29,270 –> 00:34:32,210
If you’re selling a supplement, what
are the health benefits that you’ll see?

624
00:34:32,210 –> 00:34:35,630
What is the before and after state? What
is the problem you’re trying to solve?

625
00:34:35,630 –> 00:34:37,730
And then give them the solution
with your product. So I think.

626
00:34:38,010 –> 00:34:38,360
That.

627
00:34:38,360 –> 00:34:42,920
Can go very DR style and you are wanting
to get a response and a reaction from

628
00:34:42,920 –> 00:34:43,340
these people.

629
00:34:43,340 –> 00:34:47,600
So how can you tell your story in that
short window to where there’s nothing

630
00:34:47,780 –> 00:34:50,480
left they have to question except
putting their credit card in.

631
00:34:51,350 –> 00:34:52,610
Totally makes sense. Yeah,

632
00:34:52,610 –> 00:34:56,570
it’s one of those things where
questions left unanswered

633
00:34:57,140 –> 00:35:01,820
objections left unaddressed
will cost someone to not take

634
00:35:01,820 –> 00:35:02,390
action,

635
00:35:02,390 –> 00:35:05,810
they’re not going to click and they’re
not going to do what you want them to do.

636
00:35:05,810 –> 00:35:09,320
And so yeah, what are the FAQs, what
are the top features and benefits,

637
00:35:09,740 –> 00:35:13,310
address those and then ask for the clicks.

638
00:35:13,310 –> 00:35:18,020
Are you guys kind of following one of
the YouTube formulas that we use as hook

639
00:35:18,410 –> 00:35:20,690
product demo social proof,

640
00:35:20,690 –> 00:35:25,280
which we weave some objection busting
in there and then call to action and

641
00:35:25,280 –> 00:35:27,740
there’s some different layers and
different things we do there as well,

642
00:35:27,740 –> 00:35:30,140
but would that kind of be the
flow for AppLovin as well? Right.

643
00:35:30,140 –> 00:35:32,180
We still want to think about even
though we get a captive audience,

644
00:35:32,180 –> 00:35:33,260
we still want to think about the hook,

645
00:35:34,370 –> 00:35:39,120
still need the product demo there still
need some objection busting and social

646
00:35:39,120 –> 00:35:41,460
proof and they need a
clear call to action.

647
00:35:41,460 –> 00:35:43,830
Any tweaks or nuances
you would share there?

648
00:35:44,160 –> 00:35:44,370
No,

649
00:35:44,370 –> 00:35:49,290
I would just say that the hook is
important but it is not going to make or

650
00:35:49,290 –> 00:35:50,123
break.

651
00:35:50,190 –> 00:35:54,630
I think about a YouTube ad if you don’t
capture their attention in five seconds.

652
00:35:54,630 –> 00:35:55,463
Your host, yeah.

653
00:35:55,800 –> 00:35:58,050
Audio, but same thing with meta.

654
00:35:58,050 –> 00:36:02,430
If you don’t capture your attention in
0.2 seconds, you’re scrolling. So I.

655
00:36:02,760 –> 00:36:03,330
Think.

656
00:36:03,330 –> 00:36:05,010
That’s the point where you
don’t have to do, I think meta,

657
00:36:05,010 –> 00:36:07,950
you have to get a little crazy with your
hooks to get someone to stop scrolling

658
00:36:08,220 –> 00:36:08,940
and yeah.

659
00:36:08,940 –> 00:36:12,360
That thumb stop rate is huge for YouTube,

660
00:36:12,360 –> 00:36:15,540
the skip rate is huge or
the view rate is huge,

661
00:36:15,540 –> 00:36:20,460
but here is it maybe more that the
hook is about getting someone in

662
00:36:20,460 –> 00:36:25,170
the right frame of mind and getting
them thinking about your product or

663
00:36:25,680 –> 00:36:30,540
prepping them for selling
rather than thumb stop or view

664
00:36:30,540 –> 00:36:31,110
rate.

665
00:36:31,110 –> 00:36:31,920
Yeah, definitely.

666
00:36:31,920 –> 00:36:36,720
And some of our winning ads
is our pajamas in a state that

667
00:36:37,170 –> 00:36:38,490
kind of looks like a fireplace,

668
00:36:39,420 –> 00:36:43,140
so you kind of get that
cozy energy from it and.

669
00:36:43,140 –> 00:36:43,973
Totally you’re.

670
00:36:43,980 –> 00:36:46,170
Like, oh, this is cozy, this is warm,

671
00:36:46,170 –> 00:36:49,560
this is the emotion
that comes with pajamas,

672
00:36:50,940 –> 00:36:54,750
which is important. Same thing if
you’re selling a problem solution.

673
00:36:54,750 –> 00:36:57,030
If you’re selling
something for performance,

674
00:36:57,810 –> 00:37:02,160
what is the feeling you’re going to
have with that product to start the ad?

675
00:37:02,790 –> 00:37:07,020
I love that. Yeah. What emotion
do you need to evoke for this?

676
00:37:07,020 –> 00:37:11,760
It’s like love and adoration for
your pet and it’s just good family

677
00:37:11,760 –> 00:37:14,220
vibes and stuff like that.
As we lean into holiday,

678
00:37:14,640 –> 00:37:16,920
the fireplace and stuff kind of
feels like Christmas morning.

679
00:37:17,790 –> 00:37:19,110
It all just feels right.

680
00:37:19,110 –> 00:37:21,660
So it’s like getting someone
in the right frame of mind,

681
00:37:22,290 –> 00:37:25,110
love that so little nuance on the hook,

682
00:37:25,380 –> 00:37:27,720
you’re prepping them to sell them,

683
00:37:27,720 –> 00:37:31,740
you’re not so much worried about
thumb stop rate or view rate.

684
00:37:31,740 –> 00:37:32,820
So that’s really cool.

685
00:37:33,810 –> 00:37:36,840
What other elements in the ad itself,

686
00:37:36,840 –> 00:37:41,490
and I want to talk about things like
in card and the DPAs and stuff that are

687
00:37:41,490 –> 00:37:43,020
part of this. So I think a lot
of people don’t dunno about,

688
00:37:43,020 –> 00:37:43,800
so we’ll talk about that in a minute,

689
00:37:43,800 –> 00:37:48,510
but other elements of the video ad
itself that are critical to have.

690
00:37:48,810 –> 00:37:51,660
It’s really important to
have an offer in your video.

691
00:37:51,660 –> 00:37:53,730
Obviously we know offers
are important in e-commerce,

692
00:37:54,210 –> 00:37:55,260
give someone a reason to buy,

693
00:37:55,260 –> 00:37:59,880
but I think we’ve even tested not having
offers and ads to see what’s going to

694
00:37:59,880 –> 00:38:03,150
change and usually the click-through
rate drops by at least 2% statistically.

695
00:38:03,150 –> 00:38:05,580
Whoa. So when you say offer,

696
00:38:05,580 –> 00:38:09,930
you’re saying specifically
save this much, get this deal,

697
00:38:09,930 –> 00:38:11,940
we’ve got this sale or
this promotion going on.

698
00:38:11,940 –> 00:38:14,010
So you’re talking about
that kind of offer.

699
00:38:14,160 –> 00:38:17,610
Yes, for sure. So what’s the offer?

700
00:38:17,610 –> 00:38:21,090
And it’s easy too to switch out if you
don’t have an offer in the video and you

701
00:38:21,090 –> 00:38:23,130
want to have it in an end
card or an interactive,

702
00:38:23,460 –> 00:38:26,160
you could change those out every weekend
if you’ve got a different offer every

703
00:38:26,160 –> 00:38:26,580
weekend.

704
00:38:26,580 –> 00:38:30,090
So that’s also a unique thing where you
don’t have to go shoot a whole new video

705
00:38:30,090 –> 00:38:33,090
or edit into Premiere and edit a video.

706
00:38:33,960 –> 00:38:36,280
That’s great. That’s great. Okay, cool.
So let’s actually talk about that.

707
00:38:36,280 –> 00:38:40,960
So every video ad then has
an in card and an interactive

708
00:38:41,410 –> 00:38:45,340
after it. So talk about what
are those and how do those work?

709
00:38:45,880 –> 00:38:50,080
So you’ll have images that you can upload
and then you’ll also have interactives

710
00:38:50,080 –> 00:38:54,130
and the system will feed through in
testing different things. So images,

711
00:38:54,130 –> 00:38:58,510
you could take your top stills from
meta and reincorporate them as your end

712
00:38:58,510 –> 00:38:59,343
card.

713
00:38:59,920 –> 00:39:03,640
You can take product images
of no context at all,

714
00:39:03,640 –> 00:39:08,170
just product image and you could also
just go very off or heavy on your end card

715
00:39:08,170 –> 00:39:12,880
of like, Hey, black Friday sale
going on now save 50% bogo,

716
00:39:12,880 –> 00:39:13,660
whatever that is.

717
00:39:13,660 –> 00:39:17,470
You can also put into that image the
interactive end cards are different.

718
00:39:17,470 –> 00:39:21,820
So those are more of, it says interactive,

719
00:39:21,820 –> 00:39:25,450
so you can scroll on them.
Some of them are quizzes.

720
00:39:25,450 –> 00:39:27,550
You could run a quiz and
someone can click on it.

721
00:39:27,550 –> 00:39:30,610
So you’re trying to get the
user engaged with the ad.

722
00:39:31,000 –> 00:39:33,700
I’m sure if you’ve played a mobile game,
you’ve played one where it’s like, hey,

723
00:39:33,910 –> 00:39:38,740
drag this over here in the
ad so that you’re touching it

724
00:39:38,740 –> 00:39:40,930
and that makes you more
likely to engage with it.

725
00:39:41,290 –> 00:39:44,230
So these are the same way with
e-comm where you can ask a quiz.

726
00:39:44,230 –> 00:39:48,430
You can also make them scrollable so
there’s somewhere you can input a bunch of

727
00:39:48,430 –> 00:39:51,880
images and then the user can scroll
through them so they’re actually touching

728
00:39:51,880 –> 00:39:53,140
the ad and interacting with it.

729
00:39:53,890 –> 00:39:54,490
So great.

730
00:39:54,490 –> 00:39:59,200
And there’s also something psychological
about if you are interacting with the

731
00:39:59,200 –> 00:40:02,710
ad, clicking on things
or hovering over things,

732
00:40:03,100 –> 00:40:06,190
you’re more likely to
take action and purchase.

733
00:40:06,550 –> 00:40:08,470
And so what I’m going to do,

734
00:40:08,470 –> 00:40:13,120
I’m actually going to share
my screen and we will walk

735
00:40:13,120 –> 00:40:16,150
through one of your ads.
I’m going to mute it.

736
00:40:16,180 –> 00:40:20,950
I know this is only going to be most
valuable for people that are watching the

737
00:40:20,950 –> 00:40:21,640
YouTube video,

738
00:40:21,640 –> 00:40:26,140
but I’m going to have you give a
commentary here and I’ll chime in as well,

739
00:40:26,140 –> 00:40:27,190
Miranda as we go.

740
00:40:27,820 –> 00:40:31,180
But this is one of your current winning
ads and you can see if you’re watching

741
00:40:31,180 –> 00:40:32,770
this, we got, what is this word?

742
00:40:32,770 –> 00:40:37,450
Scape is the game that
someone is playing here and so

743
00:40:37,870 –> 00:40:42,160
of course they’re trying to level up or
whatever got this bonus gift and then

744
00:40:42,550 –> 00:40:43,300
here’s the ad,

745
00:40:43,300 –> 00:40:47,350
and now we’re seeing a closeup of the
pajamas with a cute furry dog on there and

746
00:40:47,350 –> 00:40:50,590
then someone holding their pet.
There’s that family room with

747
00:40:52,570 –> 00:40:54,430
the family. Kind of taking a look here,

748
00:40:57,910 –> 00:41:01,840
how did you select these? So these videos
that they’re showing us rapid fire,

749
00:41:01,840 –> 00:41:06,220
it’s showing clips of different
styles of pajamas, pajamas on people,

750
00:41:06,220 –> 00:41:09,040
pajamas that are folded and kind
of on the bed type of thing.

751
00:41:09,430 –> 00:41:12,730
How did you select the
video clips for this?

752
00:41:13,120 –> 00:41:17,050
Yeah, we wanted to have a variety and
I think when you have UGC content,

753
00:41:17,740 –> 00:41:22,540
mixing it with a voiceover we have
is really effective of keeping

754
00:41:22,540 –> 00:41:25,660
attention and then also showing
different use cases of the product.

755
00:41:25,660 –> 00:41:29,570
So we don’t just have a 20-year-old
influencer wearing pajamas. We have the.

756
00:41:29,570 –> 00:41:29,730
Whole.

757
00:41:29,730 –> 00:41:33,190
Family around the tree. We
have kids, we have the dogs.

758
00:41:34,010 –> 00:41:37,970
There’s a lot of content around the tree
in this ad at Christmas time to kind of

759
00:41:37,970 –> 00:41:39,440
evoke that feeling of.

760
00:41:39,440 –> 00:41:40,273
Totally.

761
00:41:40,370 –> 00:41:41,450
Having Christmas pajamas.

762
00:41:41,450 –> 00:41:42,800
Just giving family all that.

763
00:41:42,800 –> 00:41:46,130
Yeah, so those are kind of the reasoning
behind having lots of different clips,

764
00:41:46,130 –> 00:41:50,120
showing it on the bed really close up
so it’s not just on a model. So okay,

765
00:41:50,120 –> 00:41:52,220
when you open your package,
what is it going to look like?

766
00:41:53,300 –> 00:41:57,620
I think too if you shop for apparel
and in person in a store, it’s folded.

767
00:41:58,430 –> 00:42:02,150
It’s not on your bed, it’s on a display
and you’re touching it and feeling it.

768
00:42:02,150 –> 00:42:04,610
You can’t do that with e-commerce.

769
00:42:04,610 –> 00:42:07,400
So it’s like how can you evoke the
same feeling of going into a store,

770
00:42:07,730 –> 00:42:09,410
picking up apparel, feeling it,

771
00:42:09,410 –> 00:42:14,390
touching it and opening it visually
in an ad so that you can get that

772
00:42:14,390 –> 00:42:15,980
same feeling that you would
get going to the mall?

773
00:42:16,970 –> 00:42:17,180
Yeah,

774
00:42:17,180 –> 00:42:22,130
it’s so good and we run a lot of
mashups for a lot of different brands

775
00:42:22,130 –> 00:42:26,960
from popcorn to accessories to skincare,

776
00:42:26,960 –> 00:42:28,970
and we did this back
in the day with native,

777
00:42:29,240 –> 00:42:34,220
we would always try to find a lot
of diversity with the UGC just like

778
00:42:34,220 –> 00:42:37,370
you’re talking about
because you want the person,

779
00:42:37,400 –> 00:42:42,290
whoever you’re trying to get to buy to
either see themselves in the ad or to

780
00:42:42,290 –> 00:42:44,780
see the person they’re buying
the gift for in the ad.

781
00:42:44,930 –> 00:42:47,030
So you’ve got some clips
here that are just kids,

782
00:42:47,180 –> 00:42:51,470
two kids sitting on the fireplace with
the stockings behind them or sitting on

783
00:42:51,470 –> 00:42:53,420
the hearth or whatever.

784
00:42:53,780 –> 00:42:57,260
You’ve got a couple of people that
are just slightly older by themselves.

785
00:42:57,470 –> 00:42:59,780
You’ve got some people in their twenties,

786
00:43:00,050 –> 00:43:03,260
you got some young families that include
mom and dad, everybody’s wearing PJs.

787
00:43:03,620 –> 00:43:07,880
So you’ve got some real diversity there
where someone’s going to watch this

788
00:43:08,180 –> 00:43:08,720
one.

789
00:43:08,720 –> 00:43:13,670
It’s fast paced so you’re not tempted
to look around the room or check your

790
00:43:13,670 –> 00:43:15,740
watch or something like
that you’re watching,

791
00:43:16,010 –> 00:43:19,460
but then you’re also going to see
yourself or your loved one in this ad,

792
00:43:19,490 –> 00:43:20,720
which is really, really important.

793
00:43:20,840 –> 00:43:21,410
Yeah, definitely.

794
00:43:21,410 –> 00:43:25,700
I think the most successful ads we’ve
had on AppLovin two include a lot of

795
00:43:25,790 –> 00:43:30,110
different use cases too of
buy it for your grandkids,

796
00:43:30,110 –> 00:43:32,210
buy it for your significant other,

797
00:43:32,210 –> 00:43:37,100
buy it for your best friend trying
to evoke maybe if they don’t

798
00:43:37,100 –> 00:43:38,360
like it themselves,

799
00:43:38,870 –> 00:43:42,350
but I know someone with a dog who I
need to get a gift for and then if we

800
00:43:42,350 –> 00:43:45,890
mention it, that recall is there.
So I think that’s important too.

801
00:43:45,890 –> 00:43:50,630
If you are trying to not hit a
niche audience and you want to go

802
00:43:50,630 –> 00:43:53,360
really broad, you have to
go broaden your ad too.

803
00:43:53,360 –> 00:43:56,720
So if you just have a 20-year-old creator
talking about why she bought them for

804
00:43:56,720 –> 00:43:57,553
herself,

805
00:43:57,770 –> 00:44:00,260
you’re going to find 20 year olds who
want to buy it for themselves and that’s

806
00:44:00,260 –> 00:44:01,093
great,

807
00:44:01,160 –> 00:44:05,660
but if you want to get it out to everyone
and everyone who sees it to buy and

808
00:44:05,660 –> 00:44:10,370
for that ad to grow in that pocket,
you have to go broader in your ad.

809
00:44:10,790 –> 00:44:14,540
Same way that you would go broader in
your targeting if you were to touch all

810
00:44:14,540 –> 00:44:15,373
the controls.

811
00:44:15,920 –> 00:44:20,540
Totally. And there’s a reason if you
watch direct response ads or even mini

812
00:44:20,540 –> 00:44:25,340
infomercials where someone will give
all the use cases and you may be

813
00:44:25,400 –> 00:44:29,120
tempted to say, well it’s obvious it’s
pajamas, you can buy it for anybody,

814
00:44:29,300 –> 00:44:32,970
why do I have to list it? But sometimes
you seem to be really obvious,

815
00:44:32,970 –> 00:44:37,890
people are not thinking deeply about
your product and so saying buy it

816
00:44:37,890 –> 00:44:40,800
for your kid or for your grandkid or for
your niece or your nephew or whatever,

817
00:44:41,490 –> 00:44:45,000
you kind just need to make the
right suggestions because people,

818
00:44:45,180 –> 00:44:48,330
we can’t assume that people will be
thinking about that on their own.

819
00:44:48,970 –> 00:44:52,650
And you see an ad, you
may not like it yourself.

820
00:44:52,650 –> 00:44:53,990
I mean there’s a lot of things here. Yeah.

821
00:44:54,060 –> 00:44:54,450
Totally.

822
00:44:54,450 –> 00:44:56,880
Especially in the holidays, I’ll
see an ad for something, I’m like,

823
00:44:56,880 –> 00:44:59,400
I don’t like that, but I’m like, oh,
but my husband might like that but.

824
00:44:59,940 –> 00:45:02,370
I got to buy a gift for Exactly. But.

825
00:45:02,370 –> 00:45:03,480
If you don’t call it out,

826
00:45:03,630 –> 00:45:07,080
I’m probably not going to subconsciously
think that unless someone was like,

827
00:45:07,170 –> 00:45:08,670
Hey, buy this for your significant other.

828
00:45:08,670 –> 00:45:11,550
Buy this for someone
else other than yourself,

829
00:45:12,150 –> 00:45:16,560
especially if you are trying to target
people outside of what they would buy for

830
00:45:16,560 –> 00:45:17,393
themselves.

831
00:45:17,400 –> 00:45:19,890
Love it. How holidays love it.
So then as we’re going here,

832
00:45:19,890 –> 00:45:22,350
there’s a shop now button at the bottom
that’s always there and then you show

833
00:45:22,350 –> 00:45:27,090
this 60% off deals. You talk about,
hey, the best ads have offers.

834
00:45:27,090 –> 00:45:30,300
There was a hooray audio
that goes on with that.

835
00:45:30,660 –> 00:45:35,130
So you’ve tested these ads
with and without the 60%
off or with other discounts

836
00:45:35,130 –> 00:45:37,350
or whatever and this has been your winner.

837
00:45:37,560 –> 00:45:37,800
Yeah,

838
00:45:37,800 –> 00:45:42,660
definitely having an offer and
especially if you are a brand that

839
00:45:42,660 –> 00:45:46,170
advertises in Q4 and you are
something that people gift to others,

840
00:45:46,170 –> 00:45:49,770
I think the urgency of like, hey, this
is a deal you should get right now,

841
00:45:49,980 –> 00:45:53,340
it’s for the holidays, limited time
offer. Another thing we do a lot is like,

842
00:45:53,340 –> 00:45:55,080
hey, you need to get it
in time for Christmas,

843
00:45:55,080 –> 00:45:59,100
especially it being a custom product,
you don’t have until prime day,

844
00:45:59,670 –> 00:46:03,090
two day Amazon it to your
house on December 22nd

845
00:46:04,650 –> 00:46:06,990
that you have to get these
ahead of time. So I think too,

846
00:46:06,990 –> 00:46:10,470
if you have a product with longer lead
times leaning into that urgency of like,

847
00:46:10,470 –> 00:46:14,370
Hey, you have to order this now because
otherwise you just don’t have it for

848
00:46:14,370 –> 00:46:17,940
Christmas, no matter if you want it or
not on this the 22nd of December, you.

849
00:46:19,080 –> 00:46:23,550
So offer plus some urgency, bonus
points if it’s points, points,

850
00:46:23,580 –> 00:46:26,460
urgency, that just is totally
legit. It makes sense here.

851
00:46:26,790 –> 00:46:29,190
So now we’re looking
at cuddle clones logo,

852
00:46:29,190 –> 00:46:33,120
white background shop now button at
the bottom. This is the end card.

853
00:46:33,120 –> 00:46:34,890
Is that what we’re looking at right now?

854
00:46:35,010 –> 00:46:37,560
No, you’re not quite at the end
card yet. This is just the video,

855
00:46:37,920 –> 00:46:42,540
but we’re trying to really put that
brand name in as you’re watching the

856
00:46:42,540 –> 00:46:43,470
ad. I think too,

857
00:46:43,470 –> 00:46:48,030
if you think about if you’re watching
a reel or if you’re watching a TikTok,

858
00:46:48,030 –> 00:46:49,380
you’re going to see the brand name

859
00:46:51,840 –> 00:46:54,990
as the title there or if you run a white
listing ad it’ll be partnered with,

860
00:46:54,990 –> 00:46:58,230
so the brand name’s always on
an ad on a social platform.

861
00:46:58,290 –> 00:47:01,950
Most cases you’ll see the brand
name and the logo somewhere.

862
00:47:01,950 –> 00:47:06,870
So we like to insert it into the
video somewhere or mention it verbally

863
00:47:06,870 –> 00:47:08,880
so that even if you don’t
make it to the end card,

864
00:47:08,880 –> 00:47:13,020
you heard the brand name or you saw it
visually and our logo is actually purple,

865
00:47:13,020 –> 00:47:15,810
but we added the red because
it’s Christmas. Again.

866
00:47:16,350 –> 00:47:16,800
Bringing.

867
00:47:16,800 –> 00:47:20,040
Continuing to bring all of that
holiday recognition into it.

868
00:47:20,340 –> 00:47:21,780
Totally makes sense.

869
00:47:21,780 –> 00:47:26,010
And I know one of the things you mentioned
when we were prepping is that real

870
00:47:26,010 –> 00:47:28,980
comments, there’s a lot of people
that just clicked on bought,

871
00:47:29,530 –> 00:47:33,970
but there’s also really a common journey
where someone saw it on AppLovin and

872
00:47:33,970 –> 00:47:35,650
then searched on Google.

873
00:47:35,890 –> 00:47:38,110
So that’s where you really have
to make the brand name clear.

874
00:47:38,230 –> 00:47:40,030
You don’t want them just to get the
idea and go search for something else.

875
00:47:40,030 –> 00:47:42,790
You want them searching for
you afterwards on Google.

876
00:47:42,850 –> 00:47:47,380
That is the second highest customer
journey is either AppLovin to purchase or

877
00:47:47,380 –> 00:47:49,570
app AppLovin to Google to purchase. So.

878
00:47:49,570 –> 00:47:50,110
Crazy.

879
00:47:50,110 –> 00:47:52,030
Again, super important that brand recall.

880
00:47:52,030 –> 00:47:55,600
And if you don’t have the brand recall,
they’re like, what was that thing?

881
00:47:55,600 –> 00:47:58,690
Was it pajamas with my dog on it?

882
00:47:58,960 –> 00:48:02,530
You better be targeting all of
those broad keywords as well.

883
00:48:03,280 –> 00:48:04,240
Absolutely. Absolutely. So.

884
00:48:04,240 –> 00:48:06,610
You didn’t advertise to them and
then they went to your competitor.

885
00:48:07,330 –> 00:48:09,940
Yeah, which happens a lot. Yeah,

886
00:48:09,940 –> 00:48:12,790
you’re just giving someone an idea and
helping out a competitor. Congrats.

887
00:48:13,870 –> 00:48:15,370
So now this I believe is an Incar arrest.

888
00:48:15,370 –> 00:48:19,060
You got low at top custom pet
face pajamas as the headline.

889
00:48:19,060 –> 00:48:22,480
Then we got these are shorts, PJ’s,

890
00:48:22,750 –> 00:48:25,510
closeup of the cute dog’s face,
actual picture of the dog there,

891
00:48:25,780 –> 00:48:27,580
get some highlights of some
features and stuff there.

892
00:48:27,790 –> 00:48:29,080
So this is the end card
that we’re looking at.

893
00:48:29,380 –> 00:48:31,570
So here’s an interactive
end card. If you play it,

894
00:48:31,570 –> 00:48:34,060
it’s going to go through
different color variants.

895
00:48:34,900 –> 00:48:35,110
Oh, nice.

896
00:48:35,110 –> 00:48:39,190
Nice. So it’s very
interactive animation style.

897
00:48:40,120 –> 00:48:40,450
Again,

898
00:48:40,450 –> 00:48:45,040
there’s different variety where you can
scroll with your thumb across several

899
00:48:45,040 –> 00:48:47,740
photos. You can ask
them a quiz at the end.

900
00:48:48,190 –> 00:48:51,580
So there’s different ways to interact
with them through that end card that I

901
00:48:51,580 –> 00:48:54,280
think is very different than most
ads you’ll see on any other platform.

902
00:48:54,340 –> 00:48:55,060
Totally.

903
00:48:55,060 –> 00:48:58,540
So we had the interaction where there’s
different styles of PJs popping up

904
00:48:58,540 –> 00:49:02,560
there. Now we’ve we’re looking
at something that looks
more like a feed ad or a

905
00:49:02,560 –> 00:49:05,500
collection of Google shopping
ads type of thing. A DPA,

906
00:49:06,910 –> 00:49:09,730
this is a progression
or this is a separate,

907
00:49:09,730 –> 00:49:11,800
this is a different in
card that you could test.

908
00:49:12,100 –> 00:49:15,820
This is the DPA A at the very end. So
if you toggle this on in your settings,

909
00:49:15,820 –> 00:49:17,980
this will always appear
on all of your ads.

910
00:49:18,040 –> 00:49:22,360
So that’s kind of where the
customer can interact with

911
00:49:23,080 –> 00:49:26,050
your feed directly from Shopify.

912
00:49:26,050 –> 00:49:30,910
So this is where you can then show
the products or show the customer what

913
00:49:30,910 –> 00:49:32,140
products you have to offer.

914
00:49:32,920 –> 00:49:34,690
Have you tested this
with and without price?

915
00:49:34,690 –> 00:49:36,490
So right now we’re
seeing sweatshirts, mugs,

916
00:49:36,490 –> 00:49:38,830
all that has your pet’s
face on at PJ’s of course.

917
00:49:39,340 –> 00:49:41,560
Have you tested that with
and without the price listed?

918
00:49:42,820 –> 00:49:45,520
No, at this point we have not
tested with the price listed.

919
00:49:45,520 –> 00:49:49,780
I’m not sure if that’s an
option yet in their offerings.

920
00:49:50,890 –> 00:49:53,770
I kind of like this, I actually
not showing the price here.

921
00:49:53,770 –> 00:49:55,240
This is something we
test a lot on YouTube.

922
00:49:55,390 –> 00:49:59,350
You can make your YouTube ad shoppable
and you can insert your feed into YouTube

923
00:49:59,350 –> 00:49:59,740
ads.

924
00:49:59,740 –> 00:50:04,120
And I’ve found that actually sometimes
that kills your conversion rate if you’re

925
00:50:04,120 –> 00:50:07,990
showing the price of something too
soon before they’re really sold,

926
00:50:07,990 –> 00:50:09,550
before they’ve interacted
with your product enough,

927
00:50:10,030 –> 00:50:11,410
it can actually be a detriment.

928
00:50:11,410 –> 00:50:14,560
And so I think it’s kind of cool
that there is no price there.

929
00:50:14,560 –> 00:50:18,940
So we’ll keep playing this
here and then basically, okay,

930
00:50:18,940 –> 00:50:21,310
then basically you’re just showing the
progression then someone clicking through

931
00:50:21,310 –> 00:50:22,030
to the website.

932
00:50:22,030 –> 00:50:22,863
Yep.

933
00:50:23,200 –> 00:50:27,040
Great, great. Love it. So talk about this,

934
00:50:27,410 –> 00:50:31,910
I know now in every platform obviously
utilizes AI in some form or fashion,

935
00:50:32,330 –> 00:50:36,740
but now you can upload lots of different
elements and then Apple Oven is going

936
00:50:36,740 –> 00:50:40,790
to piece those together and test
those and find winning combinations.

937
00:50:40,790 –> 00:50:45,680
What are the variables that the AI
is combining to try to build winning

938
00:50:45,680 –> 00:50:46,513
ads for you?

939
00:50:47,030 –> 00:50:50,270
So I think something important to
follow in their best practices.

940
00:50:50,270 –> 00:50:55,010
So if you’re making a creative set,
you can upload up to 10 videos,

941
00:50:55,070 –> 00:50:57,650
up to 10 interactives and up to 10 images.

942
00:50:57,650 –> 00:51:00,050
And then your DPA is always going to
be connected if you have turned on.

943
00:51:00,050 –> 00:51:01,310
So that’s.

944
00:51:01,320 –> 00:51:04,400
All part of a creative set,
a that ad group type thing.

945
00:51:04,550 –> 00:51:07,730
So those are newer, those didn’t
exist earlier in the platform,

946
00:51:07,730 –> 00:51:09,020
so that’s a newer feature.

947
00:51:09,020 –> 00:51:13,250
But what I found and what they suggest
is best practice is doing a couple videos

948
00:51:13,640 –> 00:51:17,090
and then as many interactives as
possible, as many images as possible.

949
00:51:17,090 –> 00:51:21,710
So best practice I found is do two to
three videos and in a set and then you do

950
00:51:21,710 –> 00:51:26,180
10 interactives. 10 images.
And in their media library,

951
00:51:26,180 –> 00:51:30,470
which is unique compared to meta,

952
00:51:30,470 –> 00:51:35,450
you can see the performance
of that end card or image as

953
00:51:35,450 –> 00:51:38,090
a standalone versus how
it performs with nice.

954
00:51:38,360 –> 00:51:40,550
So if you have the same
end card in four campaigns,

955
00:51:40,970 –> 00:51:43,070
you can measure just the
performance of the end card,

956
00:51:43,070 –> 00:51:45,110
regardless of where it lives. Very.

957
00:51:45,110 –> 00:51:45,650
Cool.

958
00:51:45,650 –> 00:51:48,110
So that’s something
that’s important. And two,

959
00:51:48,290 –> 00:51:51,380
testing your end cards in your images.
You can look at the performance.

960
00:51:51,380 –> 00:51:54,710
So if you have say two that
have a lower click through rate,

961
00:51:55,280 –> 00:51:57,890
pull those out and try
to test more and keep,

962
00:51:57,980 –> 00:52:01,850
how high can you get your click
clickthrough rate and test through those.

963
00:52:01,850 –> 00:52:06,020
I think that’s the most important part
of someone deciding to click forward.

964
00:52:06,020 –> 00:52:08,870
So can you show the offer? Can you
show the features in the end card?

965
00:52:10,190 –> 00:52:12,650
We have one brand that
I’ve worked with of two,

966
00:52:13,040 –> 00:52:15,830
can you show as many products
as possible on the end card?

967
00:52:15,830 –> 00:52:18,020
So we’re showing all
the colors of the PJ’s.

968
00:52:18,020 –> 00:52:22,160
Can you show all the variants that
you have so that someone’s like, oh,

969
00:52:22,160 –> 00:52:23,990
well I don’t like pink,
but I really like blue.

970
00:52:24,230 –> 00:52:24,380
If.

971
00:52:24,380 –> 00:52:25,670
They see that you have for blue,

972
00:52:25,670 –> 00:52:29,990
they’re more likely to click or say you
have shoes and I don’t want sandals,

973
00:52:29,990 –> 00:52:32,270
but I saw that you have
sneakers. I like sneakers.

974
00:52:32,270 –> 00:52:33,110
And then they’ll click through.

975
00:52:33,110 –> 00:52:37,430
So kind of just thinking through what
can you show them about your product

976
00:52:37,430 –> 00:52:42,080
before they click to make them really
want to go through to the widest amount of

977
00:52:42,080 –> 00:52:42,913
people.

978
00:52:43,190 –> 00:52:43,880
Totally makes sense.

979
00:52:43,880 –> 00:52:47,150
And then do you have a setup where
if someone clicks on the in card,

980
00:52:47,540 –> 00:52:51,680
that’s maybe taking them to a different
page versus if they’re clicking in the

981
00:52:51,680 –> 00:52:55,700
DPA that’s going directly to that
specific product detail page?

982
00:52:56,870 –> 00:52:57,800
Or what does that look like?

983
00:52:58,430 –> 00:53:02,630
You’ll just pick one landing page per
creative set. So if that’s your PD DP,

984
00:53:03,170 –> 00:53:04,850
but if someone does go to the DPA,

985
00:53:04,850 –> 00:53:09,140
they can click on a product
that maybe was not in the ad.

986
00:53:09,170 –> 00:53:12,590
So that’s where your DPA is going
to be a little bit different.

987
00:53:12,590 –> 00:53:17,300
So if someone sees all of our pajamas
that we offered where there are

988
00:53:17,570 –> 00:53:20,750
our standard line, but we also have
sweatpants that is included in that dpa,

989
00:53:20,780 –> 00:53:23,150
someone might click on the sweatpants
and then they’re going to end up on the

990
00:53:23,150 –> 00:53:25,770
sweatpants pdp. So that’ll
be a little bit different.

991
00:53:27,150 –> 00:53:29,100
But in the grand scheme of things,

992
00:53:29,100 –> 00:53:31,080
most times when you do
have the DPA connected,

993
00:53:31,080 –> 00:53:33,570
it has a much higher conversion
rate than if you did not.

994
00:53:34,620 –> 00:53:39,450
Very cool. So let’s talk about how many
creatives do you need to get started,

995
00:53:39,450 –> 00:53:43,560
and then I want to talk a little
bit about creative fatigue,

996
00:53:43,560 –> 00:53:45,930
and then I want to talk about creative
diversity in a second as well.

997
00:53:45,930 –> 00:53:48,030
But how many creatives do
you need to get started?

998
00:53:48,870 –> 00:53:52,020
You just need one really. I mean,
you can add more. I’d suggest more,

999
00:53:52,020 –> 00:53:53,730
but I mean,

1000
00:53:53,940 –> 00:53:57,300
Q4 last year we spent a million dollars
and we probably had less than 30

1001
00:53:57,300 –> 00:53:59,610
creatives in the platform. So.

1002
00:53:59,810 –> 00:54:00,643
Great.

1003
00:54:01,440 –> 00:54:03,960
I really don’t think you need hundreds.

1004
00:54:04,710 –> 00:54:09,480
I think you need probably five great
ads and then continue to test and make

1005
00:54:09,780 –> 00:54:13,380
more and see what works for you and
your brand on the platform. But no,

1006
00:54:13,380 –> 00:54:14,790
you don’t need a lot to get started.

1007
00:54:15,240 –> 00:54:15,930
Cool.

1008
00:54:15,930 –> 00:54:20,550
And then in terms of longevity or creative
fatigue or these wearing out after a

1009
00:54:20,550 –> 00:54:21,090
week or two,

1010
00:54:21,090 –> 00:54:25,350
are these more YouTube and TV where maybe
you’ve got a winner that can run for

1011
00:54:25,350 –> 00:54:28,830
months or a year plus? What
does the fatigue look like?

1012
00:54:28,890 –> 00:54:29,820
Much more like YouTube.

1013
00:54:29,820 –> 00:54:33,600
We have a winning ad that’s been
running since November 21st, 2024.

1014
00:54:33,600 –> 00:54:34,680
That’s always at the top.

1015
00:54:35,110 –> 00:54:35,760
I love it. Yeah, it’s.

1016
00:54:35,760 –> 00:54:40,020
A great ad. So yeah, if you have got
a really good winner like YouTube,

1017
00:54:40,020 –> 00:54:43,770
you can run it for a very long time and
it’ll continue to reach new people and

1018
00:54:43,770 –> 00:54:47,550
continue to perform, continue to test.
Don’t just get one winner in there.

1019
00:54:47,850 –> 00:54:48,450
Totally and.

1020
00:54:48,450 –> 00:54:49,020
Done with it,

1021
00:54:49,020 –> 00:54:53,880
but you definitely don’t need to continue
refreshing them every single week

1022
00:54:53,880 –> 00:54:57,930
with 30 new ones. I feel like Andromeda
and Metas starting to gear towards,

1023
00:54:57,930 –> 00:55:02,580
so definitely not as high as a fatigue
as meta. Definitely more like YouTube.

1024
00:55:03,240 –> 00:55:06,060
Love that. And then let’s talk a
little bit about creative diversity.

1025
00:55:06,060 –> 00:55:08,360
And I know that’s kind of the name of
the game as everybody’s talking about

1026
00:55:08,360 –> 00:55:12,870
Andromedan meta and things. It’s like,
I wouldn’t say iteration is dead,

1027
00:55:12,870 –> 00:55:16,620
but this idea of subtle
variations where it’s like we have

1028
00:55:17,730 –> 00:55:20,940
15 or 30 or a hundred versions
of basically the same ad,

1029
00:55:20,940 –> 00:55:25,140
but just with slightly different hooks
and so different endings and things like

1030
00:55:25,140 –> 00:55:28,440
that. I know now on Meta Meta’s
going to treat those all one ad.

1031
00:55:28,710 –> 00:55:31,590
And so now it’s saying take bigger swings,

1032
00:55:31,740 –> 00:55:35,640
make the creatives quite
different On YouTube,

1033
00:55:35,640 –> 00:55:39,330
we’re still finding some wins if
it’s kind of the same core video,

1034
00:55:39,330 –> 00:55:42,810
but very different hooks
that can work really well.

1035
00:55:43,110 –> 00:55:44,340
And so we’re still iterating.

1036
00:55:44,340 –> 00:55:47,400
We’re kind of trying to do both
iterate and take big swings.

1037
00:55:47,910 –> 00:55:52,560
But what are you finding in app Loven?
As far as creative diversity goes?

1038
00:55:53,040 –> 00:55:54,480
We’ve definitely tested different things.

1039
00:55:54,480 –> 00:55:58,380
We found more success with
iterations at this point.

1040
00:55:58,980 –> 00:56:02,130
We have a couple core winners. We’ve
sliced and diced ’em different ways.

1041
00:56:02,130 –> 00:56:03,900
We’ve made some short,
we’ve made some long,

1042
00:56:04,290 –> 00:56:06,090
we’ve called out different
things than others.

1043
00:56:06,180 –> 00:56:09,480
And then also doing the same of big
swings as something that’s totally,

1044
00:56:09,490 –> 00:56:12,150
totally different. Maybe using
a different creative agency,

1045
00:56:12,150 –> 00:56:14,910
using a different influencer.

1046
00:56:14,910 –> 00:56:18,120
So that’s where I think
you should do both,

1047
00:56:18,120 –> 00:56:20,670
and I think you should
do it at a quality level.

1048
00:56:20,670 –> 00:56:23,860
I would not just make
creative for creative’s sake,

1049
00:56:23,980 –> 00:56:26,320
that’s all different and you
spent five minutes on it,

1050
00:56:26,320 –> 00:56:30,940
you should really be thinking about
these ads and your customer and making a

1051
00:56:31,180 –> 00:56:33,610
good informational ad,

1052
00:56:33,670 –> 00:56:37,720
not entertainment and not something
that was thrown together really quickly.

1053
00:56:37,720 –> 00:56:39,280
And with poor intent,

1054
00:56:39,280 –> 00:56:41,970
you should think really deeply on it of
what you want to make and what you want

1055
00:56:41,970 –> 00:56:44,590
to portray. It doesn’t have
to be high production though.

1056
00:56:44,590 –> 00:56:48,520
I mean all that content you saw is UGC.
We’ve spent millions on the platform.

1057
00:56:48,880 –> 00:56:53,050
We have a very small in-house
creative team, scrappy team,

1058
00:56:53,050 –> 00:56:57,640
so you don’t need to be a
multimillion dollar brand with a

1059
00:56:57,640 –> 00:57:00,490
videographer and a camera
to have success here.

1060
00:57:01,300 –> 00:57:06,220
Yeah, I love that. And then the logo
looks really professional. The end card,

1061
00:57:06,220 –> 00:57:09,340
the DPA that’s got all those product
images look really great and look

1062
00:57:09,340 –> 00:57:12,250
professional. But yeah,
the video looks like UGC,

1063
00:57:12,250 –> 00:57:16,420
but that makes it look authentic and
trustworthy and fun and doesn’t make it

1064
00:57:16,450 –> 00:57:20,200
feel like just a standard ad. So yeah,

1065
00:57:20,200 –> 00:57:21,700
I think that makes a lot of sense.

1066
00:57:21,760 –> 00:57:24,730
What we’re doing on the YouTube side is
something similar where we’re looking

1067
00:57:24,730 –> 00:57:25,000
at, hey,

1068
00:57:25,000 –> 00:57:29,830
what are our winning hooks and measured
by view rate and what do they have in

1069
00:57:29,830 –> 00:57:31,960
common and what do the
losers have in common?

1070
00:57:31,960 –> 00:57:34,380
And then the ads that have
the best click-through rate,

1071
00:57:34,380 –> 00:57:37,030
what do they have in common and what are
we doing in terms of the product demo

1072
00:57:37,030 –> 00:57:39,310
and what are we doing
in terms of the offer?

1073
00:57:39,310 –> 00:57:42,040
And then what is the highest conversion
rate? And we’re just kind of looking at

1074
00:57:42,040 –> 00:57:45,430
the similarities and over time we’re able
to iterate and able to say like, Hey,

1075
00:57:45,430 –> 00:57:47,350
we saw for this baseball ad,

1076
00:57:47,350 –> 00:57:50,260
it was like this product line just didn’t
really work. Or for this skincare ad,

1077
00:57:50,620 –> 00:57:53,230
it was the founder on
camera saying these things.

1078
00:57:53,230 –> 00:57:55,300
It just worked consistently
over and over again.

1079
00:57:55,690 –> 00:57:58,060
And so then you’re able to take lessons,

1080
00:57:58,600 –> 00:58:01,360
take that next iteration
and maybe take a big swing,

1081
00:58:01,360 –> 00:58:03,760
but take a big swing
that’s informed by data.

1082
00:58:04,150 –> 00:58:08,830
I know I probably want to mention these
things and maybe I’ll just take a big

1083
00:58:08,830 –> 00:58:10,960
swing in terms of saying
it in a different way.

1084
00:58:11,170 –> 00:58:12,160
Yeah, definitely.

1085
00:58:12,170 –> 00:58:13,003
So yeah.

1086
00:58:13,270 –> 00:58:16,720
I think you can have a good
mix of quality content,

1087
00:58:16,720 –> 00:58:19,870
but it can be UGC and it definitely
doesn’t need to be a TV commercial.

1088
00:58:19,870 –> 00:58:24,040
So I think that’s where it’s very similar
to YouTube in those ways where you

1089
00:58:24,040 –> 00:58:25,120
want to seem authentic,

1090
00:58:25,120 –> 00:58:29,980
but you also want to portray a story
to the customer at the same time. Yeah.

1091
00:58:30,490 –> 00:58:31,900
Yeah, portray the story.

1092
00:58:31,900 –> 00:58:35,530
You got to hit all the points of
overcoming objections and strong call to

1093
00:58:35,530 –> 00:58:38,440
action, all those things which are
really, really important. Great.

1094
00:58:40,600 –> 00:58:45,220
Any other mentions or callouts
as far as creative goes?

1095
00:58:45,220 –> 00:58:48,580
Anything we didn’t talk about that’s
important from a creative standpoint?

1096
00:58:48,850 –> 00:58:51,610
No, I think we touched on
everything. I would just say

1097
00:58:53,440 –> 00:58:57,010
to think about the way that these
customers interact with the platform.

1098
00:58:57,010 –> 00:59:01,660
When you’re adding creative, you can
100% add your meta creatives in here.

1099
00:59:01,990 –> 00:59:06,130
And depending on how the style of them
is, they may perform really, really well.

1100
00:59:06,430 –> 00:59:07,750
But if they’re purely entertainment,

1101
00:59:07,750 –> 00:59:10,780
you’re probably not going to have a
lot of success right out of the gate.

1102
00:59:10,780 –> 00:59:15,070
And you should probably
make some creatives that are
closer to a YouTube ad or a

1103
00:59:15,070 –> 00:59:19,750
commercial compared to something
that’s just either eye catching hook

1104
00:59:19,750 –> 00:59:23,180
or an entertaining video.

1105
00:59:23,990 –> 00:59:24,823
Yeah, I love that.

1106
00:59:25,310 –> 00:59:29,180
Maybe one last thing here before we wrap
up and talk about how people can learn

1107
00:59:29,180 –> 00:59:33,770
more about you and also buy
some amazing pet centered gifts

1108
00:59:33,890 –> 00:59:34,970
for the holidays.

1109
00:59:35,870 –> 00:59:39,410
Talking again about lack of
overlap between App 11 and social.

1110
00:59:39,830 –> 00:59:44,540
I think you had mentioned that there’s
a true classic tease case study where

1111
00:59:44,870 –> 00:59:49,700
meta was mainly selling to women
buying for their significant other

1112
00:59:50,000 –> 00:59:53,720
app love and was more men buying
for themselves or maybe have that.

1113
00:59:55,370 –> 00:59:57,200
Yeah. But yeah, was it
the inverse of that?

1114
00:59:58,160 –> 01:00:02,420
Yeah, so I think you can reach new
audiences, especially on app love,

1115
01:00:02,420 –> 01:00:05,930
and I think everyone also talks about
the older demos are always really

1116
01:00:05,930 –> 01:00:08,390
successful. You can
find those on app love.

1117
01:00:08,720 –> 01:00:11,240
You can also find 20 year
olds who like to play scape.

1118
01:00:11,240 –> 01:00:15,890
So I think regardless of your
brand, you should give it a shot.

1119
01:00:15,890 –> 01:00:20,720
And I think there is a wide variety
of demos on here that you can reach,

1120
01:00:20,720 –> 01:00:21,553
just like Meta.

1121
01:00:22,160 –> 01:00:24,290
Makes a ton of sense. I
think the time is right.

1122
01:00:24,830 –> 01:00:29,330
You need to diversify if you’ve got
video content and can pull together

1123
01:00:29,330 –> 01:00:33,500
something that will fit for app 11. It
just makes a ton of sense. So first off,

1124
01:00:33,500 –> 01:00:34,880
Miranda, if someone is like, all right,

1125
01:00:34,880 –> 01:00:37,490
I got to check out these cuddle clones
and see what these are all about and I

1126
01:00:37,490 –> 01:00:40,820
need to check out the PJs, how
can they learn more about you?

1127
01:00:41,510 –> 01:00:42,830
Go to cuddle clones.com.

1128
01:00:43,340 –> 01:00:48,080
You have to order before December 10th
if you really will. These at Christmas.

1129
01:00:48,570 –> 01:00:49,000
Now.

1130
01:00:49,000 –> 01:00:52,340
Click now. Yeah, make sure you
go get them well ahead of time.

1131
01:00:52,880 –> 01:00:54,860
They can all be made to order for you.

1132
01:00:55,460 –> 01:00:59,330
And I would venture to say, and I’ve
got several pet lovers in my house,

1133
01:00:59,750 –> 01:01:02,060
this will be their favorite
gift. You get this for somebody,

1134
01:01:02,060 –> 01:01:04,850
it’s going to be the gift they talk
about and share with other people,

1135
01:01:05,120 –> 01:01:09,350
and you’ll get to see them wear it for
years to come. And then what about you,

1136
01:01:09,350 –> 01:01:09,680
Miranda?

1137
01:01:09,680 –> 01:01:14,570
So I know you are active on X
and you’re speaking at operators

1138
01:01:14,570 –> 01:01:17,990
events and things like that. How can
someone connect with you or follow you?

1139
01:01:18,410 –> 01:01:22,370
Yeah, follow me on X on
Twitter, Miranda Tinger.

1140
01:01:23,330 –> 01:01:26,570
Just look me up. I’m sure I
can tag it at the bottom here.

1141
01:01:26,570 –> 01:01:29,840
I’ll send it over to you, Brett. That’d
be great. Just an advertising nerd.

1142
01:01:29,840 –> 01:01:33,980
And I like communicating with
everyone online. I live in Ohio.

1143
01:01:33,980 –> 01:01:35,840
There’s not many media
buyers in Ohio over here,

1144
01:01:36,020 –> 01:01:40,670
so it’s nice to connect with other
marketers that work in DC because I don’t

1145
01:01:40,670 –> 01:01:43,040
quite live in an area
where that’s a hotbed.

1146
01:01:43,940 –> 01:01:45,260
Totally. That’s same. I’m in Missourian,

1147
01:01:45,260 –> 01:01:50,150
so it’s like most of my friends
who are e-commerce nerds

1148
01:01:50,150 –> 01:01:54,530
or media nerds are on the coast
or somewhere else. So yeah,

1149
01:01:54,530 –> 01:01:58,880
love that connection. Awesome.
Any other asks, requests,

1150
01:01:59,120 –> 01:02:01,520
anything else coming up that you
want to mention to the audience?

1151
01:02:01,940 –> 01:02:05,840
No, but I hope everyone has a good
Black Friday. It’s going to be a wild,

1152
01:02:05,840 –> 01:02:07,580
wild west I think this year.

1153
01:02:07,580 –> 01:02:10,820
And if you can diversify and
have success like we did,

1154
01:02:11,150 –> 01:02:12,800
I ended up packing PJ’s in the warehouse.

1155
01:02:13,340 –> 01:02:17,120
I’ll ask you for after everything I
sold, so I’d love to do that again.

1156
01:02:17,750 –> 01:02:21,130
It’s like, congrats Miranda, you made
app love and work as a thank you.

1157
01:02:21,420 –> 01:02:25,350
You get to go pack orders in the
warehouse. Oh yeah, that’s fun.

1158
01:02:25,410 –> 01:02:30,210
I can think of the way worse things
to do for sure. So love that. And hey,

1159
01:02:30,210 –> 01:02:34,680
if channel diversification is on
your Christmas list or beyond,

1160
01:02:34,680 –> 01:02:36,270
actually probably based on
when you’re going to hear this,

1161
01:02:36,870 –> 01:02:39,210
reach out to us at OMG Commerce.

1162
01:02:39,210 –> 01:02:43,710
We’d love to talk to you about opening
up opportunities on YouTube or on Amazon

1163
01:02:43,710 –> 01:02:48,060
or Meta or things like that. And so
would love to chat there. Miranda,

1164
01:02:48,240 –> 01:02:50,970
thank you so much for the
time. This has been phenomenal.

1165
01:02:50,970 –> 01:02:54,660
I’m all hyped and pumped up
to go run some AppLovin ads.

1166
01:02:54,990 –> 01:02:56,460
Sounds good. Hope everyone else is too.

1167
01:02:57,150 –> 01:03:00,300
Awesome. Thank you. And thank
you for tuning in as always.

1168
01:03:00,420 –> 01:03:03,390
We’d love to hear from you. If you
found this episode to be helpful,

1169
01:03:03,780 –> 01:03:06,960
share it with someone else that you
think might enjoy it. And with that,

1170
01:03:06,960 –> 01:03:08,520
until next time, thank you for listening.

1171
01:03:08,730 –> 01:03:10,440
This episode is brought
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1172
01:03:10,440 –> 01:03:14,760
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1173
01:03:15,000 –> 01:03:19,080
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1174
01:03:19,470 –> 01:03:23,700
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1175
01:03:24,120 –> 01:03:28,980
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1176
01:03:28,980 –> 01:03:32,370
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1178
01:03:35,820 –> 01:03:37,230
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1179
01:03:37,440 –> 01:03:40,320
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1180
01:03:40,320 –> 01:03:44,970
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1181
01:03:45,390 –> 01:03:48,840
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1182
01:03:48,840 –> 01:03:51,780
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1183
01:03:52,260 –> 01:03:55,530
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