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It’s National Name Your Car Day, Reader! I named my last 🚗 car Jeeves because it had automatic seatbelts. 

In today’s edition:

• Today's 👉 Tip of the Day is for 🛒 eCommerce

• A 5-day Facebook ad scaling process 📈

• Google Podcasts will shut down

• TikTok's latest AI-powered creator tool

If you’re selling products online and using TikTok to reach consumers, a logical question is whether you should drive TikTok users to your website or to a TikTok Shop.

⚖️ Don’t Think Either, Or. Think Yes, And…

Your TikTok Shop is simply another sales channel. One that brings some strong value propositions to the table like low customer acquisition costs and a seamless customer journey that includes on-platform checkout.

After someone makes a first purchase in your Shop, add them to custom audiences. Then, use ads to re-engage and drive them to your website where you own the customer data and have the ability to grow the average order value via upselling.

Today's tip was inspired by Maxwell Finn, a featured speaker at Social Media Marketing World. Source: YouTube

Whatever ad strategy you use, you have to spend a lot on Facebook. With this method, you're more likely to recoup it.

Set It Up on Day 1

Budget for at least 200 conversions per day. If your cost per lead is around $2, then you'll start with $400 per day.

Set up a campaign optimized for conversions and then create 20 ad sets. Using a mix of images, videos, and image carousels, create 5 unique ads in each ad set.

Then, apply a mix of interests, lookalikes, and broad targeting that have worked for you in the past so your ad sets reach a range of unique audiences.

Finally, set the starting budget for each ad at 10 conversions and push the campaign live.

Find the Right Ads

Next, it's time to cut your losses quickly on underperforming ads.

• 4-6 hours after going live, pause any individual ad that has zero or few conversions.

• 8-9 hours after going live: Pause any ad set that isn't fully or very close to recouping for its ad spend. You'll likely pause approximately 5-7 ad sets out of the original 20.

• 12 hours after going live: Pause any ad set that isn't fully paying for its ad spend. You'll probably cut another 5-7 ad sets, leaving you with 6-10 ad sets.

• 14-16 hours after going live: Pause any other unsuccessful ad sets. Let the remaining ad sets run for the rest of the day.

Rinse & Repeat for 5 Days

At midnight, reset the entire campaign by switching every ad in every ad set back on. Why midnight? Facebook ads essentially run on a 24-hour cycle. If something failed today, it might work really well tomorrow and vice versa.

You'll repeat this 24-hour cycle for 4-5 days.

At that point, you'll have enough data to know which ad sets were consistently worth their budget. You'll probably find that you have about 15 great ads, and 5 that can be permanently scrapped.

Then, create enough new ad sets to get back to your initial number and start over.

Today's advice provided with insights from Tim Burd, a featured speaker at Social Media Marketing World.

Are You Feeling the Pressure?

There are really big changes happening in our industry. We've got AI, Twitter rebranding, and of course Threads from Instagram—just to name a few. Having people you can talk to—in person—has never been more important. Imagine surrounding yourself with other marketers who are also working through all this change.

We're here to help. Attend the 11th annual Social Media Marketing World where you'll discover new marketing strategies in an immersive environment designed by and for marketers.

Grab your All-Access ticket today.

🗞 YouTube and Google Podcasts: YouTube announced it will discontinue Google Podcasts and help users transition to YouTube Music, which has more podcast listeners in the US than Google Podcasts. The transition will include tools for users to import podcast subscriptions and downloads and YouTube will provide podcasters with creation, analytics, and uploading tools in Music. Source: YouTube

🗞 Tiktok Creative Assistant: TikTok has introduced an AI-powered virtual assistant in TikTok Creative Center to guide brands and creators in making ads and videos by providing TikTok-specific creative knowledge and relevant guidance. The tool facilitates continuous ideation to spark creativity, write scripts, refine content, analyze inspirational ads, and brainstorm ideas so that brands and creators worldwide can have a meaningful presence on TikTok. Source: TikTok.

Did You Know?

In a group of 23 people, there is a 50% chance two of them share the same 🎉 birthday. That means there is also a 50% chance of 🎂 cake! Look around. I bet you have 🍰 cake in your future today! Hopefully, not like this, though...