Data-Driven Social Media Ad Management

In the dynamic world of Ecommerce, driving profitable advertising is more sophisticated than ever. To navigate the intricate landscape, the key is to focus on crafting scalable offers and leveraging precise messaging that resonates with the target audience. 

A scalable offer with an average order value (AOV) of at least $75 is crucial for achieving advertising success. Moreover, the shift from audience targeting to message-driven targeting plays a significant role in creating impactful advertisements in the era of iOS changes. 

Recent insights shared in an episode of What’s Working in Ecommerce highlighted valuable perspectives on these topics. 

You can delve deeper into these insights by watching or listening to the full episode through the links embedded below.

Data-Driven Social Media Ad Management with Will Perry – What’s Working in Ecommerce (Ep. 49)

In this episode of What’s Working in Ecommerce, Will Perry from Reason Agency and the Elite Media Buyers Academy shares his proven strategies for reducing customer acquisition costs and scaling ad campaigns on paid social. Will and his team have managed over $100M of ad spend for their clients.

Crafting Scalable Offers Resonate Messaging

To scale successfully through advertising – having a scalable offer or sufficient capital is paramount. This allows for the acquisition of customers at break-even or a slight loss initially, setting the stage for profitable advertising. 

A scalable offer emphasizes the importance of having a substantial average order value (AOV), ideally at least $75, to ensure the advertising endeavors are fruitful. 

Creating Resonate Messaging

Crafting specific messages that resonate with the target audience is also pivotal. 

With the recent iOS changes emphasizing privacy, the shift has been towards more message-driven targeting, away from audience targeting. This approach allows for more personal and impactful interactions with potential customers, improving the overall advertising experience.

Optimizing Ad Performance

Higher click-through rates and conversion rates are essential levers for reducing Cost Per Mille (CPM) and boosting ad performance on platforms like TikTok and Facebook. This involves focusing on optimizing thumbnails and other front-end elements to extend the lifespan of ads and enhance their performance

User-generated content (UGC) also serves as a valuable tool for advertisers, allowing them to engage audiences authentically while still conveying a direct response message. It acts as a mask for direct response principles, providing a more organic and genuine interaction with the audience. 

Moreover, implementing structured approaches like the Four-Phase SVST testing system aids in systematically testing and optimizing different elements of ads, leading to more successful ad campaigns.

Methodical Approach to Reducing Customer Acquisition Cost

Will Perry’s approach to reducing customer acquisition cost involves meticulous ad variable isolation and in-depth testing of messaging concepts. This method enables consistent ad performance and a more refined advertising strategy. 

The success of ad tests is primarily measured based on Target CPA (Cost Per Acquisition), with emphasis on controlling accounts based on cost rather than solely relying on ROAS (Return on Ad Spend). 

Identifying the “kill point” in testing is crucial and varies depending on individual business goals. It can be determined by CPA, with a methodical approach to finding winning ads that can later be scaled. 

This disciplined strategy ensures the continuous improvement of ad performance and helps in achieving the desired advertising goals.

Key Takeaways:

  1. Scalable Offer and Specific Messaging: A scalable offer with a substantial AOV and crafting messages that resonate with the target audience are pivotal for advertising success in the evolving Ecommerce landscape.
  2. Methodical Approach to Advertising: A structured and disciplined approach to ad testing, focusing on Target CPA and meticulous ad variable isolation, is crucial for consistent ad performance and reducing customer acquisition cost.

Unlocking the Full Potential of Ecommerce Advertising

Understanding and implementing strategies like scalable offers, precision messaging, and meticulous ad variable isolation can greatly impact the advertising success in Ecommerce. 

These strategies not only help in reducing the customer acquisition cost but also play a crucial role in enhancing ad performance on various platforms. 

By focusing on these key elements, businesses can unlock the full potential of their advertising endeavors, steering through the ever-evolving landscape of Ecommerce with agility and precision.

You can find Will Perry at: or at: and LinkedIn here:

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