015: Scaling from 0-$20k/month in spend

Hey I’m back.

I’ve been busy LARPing as a European, taking a lot of time off this summer to travel and go “on holiday.”

Client projects are humming along smoothly. We’re scaling accounts. Snapping necks and cashing checks (as our our clients).

So…

As I’m sitting here with nothing important to do today, I figured I’d publish a new edition of Xvertising.

Here’s a little case study from one of my X Ads Agency (West Egg)’s clients:

We’ve got this e-commerce brand who, before coming to us, blew $1,000 in X ads and had nothing to show for it. We’ve been working with them for about six months now.

In the beginning, we had to do a lot of audience testing. We had to mess around with their campaign structure a bit. We had to test a number of different offers and creatives. But the results of those tests allowed us to settle on a framework that’s working well for them.

We’re now spending $700/day. Profitable on the front end. Our CPA is 41% less than what they’re paying on Meta.

Here’s some stuff we’ve learned:

1. When you’re scaling X ads, you can’t make huge jumps. 10-15% spend increases at a time… otherwise it’ll reset the learning period and might jeopardize the campaign. We bumped this account up on Monday. If the performance holds, we’ll bump it up another 15% on Thursday. And we’ll keep repeating this until we can’t push it anymore. I believe we’ll be able to keep pushing this spend higher, hopefully into the six-figure per month territory. The product is mass-market enough and has a big enough TAM.

2. Advertorials work well. I’ve written in earlier editions of this newsletter about the concept of the Xvertorial. We haven’t tested out that framework of doing a long form, Xvertorial style tweet yet, because a straight advertorial (bridge page) has been working well. Our advertorial funnel is acquiring customers for ~38% less than our straight offer ads. Interesting. We’re gonna see how far we can push this.

3. We’ve tested three different offer structures. They’re all working well, well under our target CPA. I know everyone wants to find “The One Offer to Rule Them All” but I am OK with three ROAS positive offers in rotation. On a long enough timeline, we’ll hook ‘em with something!

4. Quote tweet your haters. The unique thing about 𝕏 is that you can get a ton of earned media impressions, which equate to thousands of dollars of “free advertising.” I think this happens somewhat on Meta, maybe not as much as it used to in the early years. It doesn’t happen at all on platforms like Google or Youtube, where there is no mechanism for this to be possible. You can quote tweet haters/stupid people, rally your side, and get new people to see your ads while countering objections and making sales arguments.

5. Test look-alike audiences. Export a list of your customers and/or email subscribers. Upload them as a custom audience. Click this box that says Include look-alikes of your selected custom audiences. wHaT hApPeNs NeXt WiLl ShOcK yOu (hint: you’ll make a lot of money).

Anyway, those are just some top of mind observations we’ve had scaling this one DTC brand’s account in particular.

Will report back with more updates soon.

If you want my team and I to scale your business with X ads, then apply here:

Chris Orzechowski