Yes. Like I said the team at DREAMLABS is probably better than it has ever been. When you have @oliviaakory as a fan you know you’re doing something right.
Some personal news I've kept quiet for a while.
I have stepped away from the day to day at DREAMLABS.
Years ago I took off a badge to bet on myself. That bet became a brand, then an agency that grew from zero to 45 clients, worked with names like Pepsi, Justin Bieber and many more, managing over $1B in ad spend.
I'm not ashamed to say I cried more than once making this decision. I care about this agency, our clients and our team more than I know how to put in a post.
I was offered the CMO seat at an extremely fast growing Telehealth company.
An 8-figure annual contract, equity, and a company on the path to an IPO north of $4B.
Opportunities like that come once, if you're lucky. I couldn't look at my family and say no.
But I wasn't going to leave the people who built this with me in anything less than great hands.
So I gave back 95% of my equity to bring in two killers who scaled MVMT, Ritual and Dollar Shave Club as VPs of Marketing & eCommerce. Those two are the single best people I could find and are better than me at a lot of this.
I continue to advise at the agency and help in every facet that I can but I now manage in a CRO role and help on accounts when the team runs into issues.
To my business partner: Thank you for trusting me to be such a big part of your life and helping build this machine. Thank you for being so understanding about this decision, I will forever be grateful to you.
To my team: you built this as much as I did. Every late night, every launch, every fire we put out together. I'm proud of you, and I'll be in your corner for life.
To our clients: you trusted us with your businesses and your money. That never stopped meaning something to me. You're in the best hands you've ever been in, I promise you.
Thank you for the best chapter of my life thus far and I am sorry to everyone who was impacted by my decision.
I tried to handle it the best way I possibly could and do the right thing for myself and for the agency.
Events you should make and test on your pixel.
Standard Purchase
First Click Purchase
Last Click Purchase
Purchase Per Product
Purchase Event over or under set AOV Threshold
New Customer Purchase
Returning Customer Purchase
Subscription Purchase
One of the biggest levers you have is manipulating the algorithm to do what you want it to do yet nobody does it.
Every just screams about creative and ABO vs CBO.
There is so much more to the game.
This is about 10% of what you can do to your pixel to test it and make it target differently.
Here is another nugget.
Pass back AOV
Don't pass back AOV
Pass back an AOV 50% less than actual to reduce CPM's or CPLC
One of the biggest levers I have worked on over the past month to improve campaign performance is a custom event only firing First Click purchase events on Meta.
Only crediting the ad which actually brought in the user.
Been a game changer for net new traffic % and scaling the campaigns which are actually driving the stronger TOF purchase events.
Officially a married man and I couldn’t have asked for a more perfect wedding, surrounded by the people we love, and the most beautiful bride.
ToriiRowe retweeted
@ToriiRowe’s method to testing and validating while scaling….
foxwelldigital.com/blog/the-…
Our team was able to create an ai bot which watches all videos when we upload to frame to catch any spelling mistakes, transition errors, or any other feedback before going to the client to cut down on revisions and speed up creative production.
As soon we upload the bot runs.
Pings the creative strategist – they review all notes – clears any feedback – sends to clients for review.
Hiring another killer media buyer.
Must be USA based and have managed 100k a day in ad spend. Ready to go hands on keys and not need 60 days of training.
Working with some of the biggest companies in the DTC space.
Some monster names and accounts you will get to manage.
If you want to learn, grow, and be compensated well HMU.
LFG!
Recently started using @ToriiRowe strategy of testing.
The goal for us was getting significant volume into the account to identify new winners, but also to ensure we had a ton of different touch points happening.
ABO, $10 budgets. Auto rules for budget increase/decrease.
The campaign is seeing great efficiency, but what's been best is that it allows ads that may not win at scale to continue getting 1-2 highly profitable conversions a day in a dedicated environment.
The auto-rules have been both a time saver and made sure I'm not missing anything when doing reviews/hands on management.
Killing ad sets that do not hit KPI's within $100-$150 in spend.
Scaling ads that get 2-3 conversions at or below KPI to see if they win at scale, but still letting them run in ABO to get those low cost 1-2 conversions a day.
A few ad sets have 3x initial budget automatically, still performing.
3 ads have scaled and become top spenders in account.
ToriiRowe retweeted
How I feel re-watching the session w/ @ToriiRowe scaling ABO in the @andrewfoxwell Founders community 🦊
ToriiRowe retweeted
10 minutes of voice rambling > any prompt template. Watch why 👇
ai-dtc-wtf.com/podcast/how-t…
TheLab is officially live externally. We use this for all internal reporting, ai insights, profit tracker, and currently working on an MTA which will be rolled out at the same price of $99 a month.
We will continue to build tools into the platform and as we build them for our internal team we will test and roll out externally, with the mission to never raise the price.
Our goal is to not use this as a revenue driver but to provide the ability for smaller D2C stores to have access to some of the same tools which bigger companies use and drive growth.
Available in the Shopify App Store
TheLab by DREAMLABS
