The DTC Insider - Weekly Newsletter - 13/09 - Issue #23

Welcome to this issue of The DTC Insider newsletter. 👋

We'll send you weekly emails, every Wednesday, trying our best to deliver great value to your inbox.

In this newsletter, you'll find:

💠 Schedule Individual Ads for Advantage+ Shopping Campaigns

💠 More Traffic Won't Get You More Customers

💠 Lessons From Raising $2.5m in Venture Capital

Schedule Individual Ads for Advantage+ Shopping Campaigns

Finally 🙌

This is something many Meta advertisers have long awaited.

Have you ever needed to schedule a new ad to start running at some point in the near future and you couldn't, unless you created a new campaign/ad set? ie. a flash sale ad.

Well, the wait is over.

The typical schedule is set at the ad set level.

This is where you determine the days and times that all of the ads within it will be delivered.

Now, Advantage+ Shopping campaigns allow advertisers to do it for individual ads too:

If left blank, the ads will run on the schedule that you set in the campaign.

Will you test it?

More Traffic Won't Get You More Customers

A client recently approached us saying they wanted to raise brand awareness through a Meta ad campaign.

The thing is, they wanted to do it through a Traffic campaign.

You may be wondering: "So? What's wrong with that?"

Let me explain why this is a HUGE mistake.

On Meta, you'll get what you ask for:

👉 Want likes in your posts? Run an engagement campaign

👉 Visits to your website? Run a Traffic campaign

👉 Video views? Run a Video Views campaign

👉 Conversions? Run a Sales campaign

What's the catch? You'll ONLY get one of them.

This means that you WON'T get a "secondary" effect/action after the one you wanted them to perform.

For example, if you're thinking "I'll run a Traffic campaign, and a % of them will buy".

I can tell you right now, that doesn't work.

We have tested it with hundreds of thousands of dollars...

...even tracking everything with attribution tools.

And nothing. Not a single result.

Why?

Easy: Meta will give you a subset of people within your audience who is likely to perform the desired action (ie. liking a post, watching a video, visiting a website, or converting).

So, does this mean the classic "Awareness - Consideration - Conversions" funnel is a lie?

Not at all.

That means that the audiences and the MESSAGING are what change across the phases of the sales funnel.

How?

Awareness (Top of the funnel): they are problem-aware. This means that they know they have a problem (in the best-case scenario), but not how to solve it.

Consideration (Middle of the funnel): they are solution-aware. They know what types of solutions exist in the market. So they're trying to find the best one for them.

Conversion (Bottom of the funnel): they know what you can do for them, but may have objections or reasons for not taking action, so they need a final push.

Do you see the difference?

Lessons From Raising $2.5m in Venture Capital

If you're frustrated after getting rejected by VCs...

...then think how this founder felt after many rejections.

But hey, they were taking notes, and finally managed to land great angel investors!  

The CEOs/Senior executives from Spotify, Stripe, Tough Mudder, Facebook, and Citigroup, among other well-known companies.

Varun Bhanot is the Co-founder & CEO of MAGIC AI, the UK's first AI Personal Trainer.

After an extensive period of R&D, MAGIC announced their $2.5m venture capital round in July 2023 led by Fasanara Capital.

In this episode of The DTC Insider podcast, we discussed:

👉 The Odyssey of Building a Complex Product

👉 Cracking the Code for Product Validation: Finding the First 50 Customers

👉 Navigating the Funding Landscape

👉 Journey to the Heart of Manufacturing in China

👉 Why Retail is Such an Important Channel For Them

👉 The Intricacies of Paid Ads and Extended Consideration Periods

👉 Influencers and Ambassadors in the MAGIC AI Universe

🎧 Tune in to our latest episode: https://thedtcinsider.com/

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