
English: 
Here's your funnel. Attention, interest, desire, and action. 
What about this, we put it this way.
Cold, warm, hot. How are we getting people to go 
all the way through and taking the action for you?
What a stage. Unbelievable. I'm so excited. 
I'm so so thankful to be here everybody.
And this one's a little bit different than most. 
Usually it's scaling. Usually it's extremely aggressive, tactical work.
Today's a little bit different, we're gonna 
slow it down and I'm gonna show you 20 videos of actual creative
we're running, top, middle and bottom of a funnel.
Everybody's been asking why the pastel? 
I don't f*cking know. I just like it. It makes me feel good.
So we're gonna continue with it okay. 
My past, I've been doing this for
almost 6 years. I started off with a
small company called Pepsi, it led me
into Apple. From Apple, I realised there's
this thing called fidget spinners.

Chinese: 
这个就是你们的漏斗，注意力，兴趣，欲望和行动，
这个怎么样，我们这么来看
冷，暖，热。我们如何让人们来通过
这些过程最终采取我们需要的行动？
多棒的舞台啊！太难以置信了。我太激动了！
非常感谢大家来到现场
我要讲的和大多数人不太一样，
通常人们都讲扩大，都是非常激进的，实操的内容
今天要讲的有一点不同，我们会稍微放慢点速度，
我会给大家展示20段视频，都是我们实际应用的
20段视频素材，还有漏斗顶部，中部和底部
每个人都问我为啥用蜡笔画？
我TM也不知道为啥，我就是喜欢。让我感觉很好
那么我们就这样继续吧。
我的过去，我做这一行已经6年了
我刚开始是在一家小公司工作，这家公司叫百事，
然后我们就进入苹果公司工作
在苹果公司，我发现一个玩意叫做指尖陀螺

Chinese: 
有没有人玩过？在座有没有有小孩的？
有没有谁玩这个上瘾的？
在2017年，我发现直接回应营销，我发现
我尽我所能来销售指尖陀螺
我准备把这作为我的下一次冒险
最近，2018年，2019年，我很多时间都在和
B2C品牌合作，他们一年花费
在1千万到5千万美元之间，真是太棒了
我们一直被问到的最主要的问题就是
我们如何在Facebook上持续扩大？
这个问题实际上应该是这样的。
我如何创作持续的内容
来实现在Facebook上持续的扩大？
那么今天，我就尽力来解释一下
为什么我要画这些卡通画。有没有人是
埃隆·马斯克的粉丝？特斯拉粉丝？PayPal？
我超爱的。他提出了这个观点
所以如果你们想要自己的卡通，那么就
给我发邮件吧。演讲者就喜欢这样
大家都举起相机拿起手机的时候，我们就
知道我们做得很不错。就是要这样
所以举起的相机越多，我就越能感受到
大家喜欢我今天放在这里的内容

English: 
Does anybody have that? Anybody have kids? 
Anybody themselves have a little bit of like that ADD?
Well in 2017 I realised with direct response was, 
and I realised I'm trying to sell as many fidget spinners
as possible and I'm gonna roll it into my next adventure.
Recently, 2018, 2019, I spent a lot of my times working 
with B2C brands that spend between
$10 and $50 million a year. That's a sweet spot.
And the main question that we've been 
getting consistently, probably follows something like this.
How do we get consistent scale on Facebook?
Well, the question should actually be
this. How do I create consistent content
that creates consistent scale on Facebook? 
So today I'm gonna do my best
to explain why I have a cartoon. Any Elon
Musk fans here? AnyTesla fans, PayPal?
Love it. He called this out and so if you
guys want your own cartoons, go ahead and
email me at Nick. This is exactly what
speakers love. We know that we're doing
our job when all the cameras and the
phones come up. That's a job. So the more
cameras come up, that's how I know
exactly you guys are enjoying the content I'm putting up.

English: 
Let's get into it.
Here's what's today is gonna be all about.
Content that converts and how you yourself 
can analyse it, create it, and scale it.
The three steps. So if you have any notes, this is exactly 
where we're going. What content is needed and where?
Top, middle, bottom of funnel. 
How do we spend it? How do we limit it? We're not going to spend
too much time there, but I'll give
you a nice little framework that as soon
as we do a breakout in the Lab. Let's
talk, let's debate. I'd love your opinion.
And lastly, how do we structure some content testing? 
There's been a lot of talk today about CBO.
There's been a lot of talk about DCT, 
dynamic creative testing, but no one's
been showing any real creative that works.
And everything that I'm going to be talking
about is based around these 5 to 6 things.
It's around one core principle that 
I think all of us as marketers are gonna understand.
It's been across six different agencies 
that I have been very, very fortunate to be a part of.
Touched 110 brands in the last 5 years. 
Lot of data pumping through this. So I promise you

Chinese: 
我们进入正题吧
今天我们要讲的就是这些
能够转化的内容和你们如何来分析，
创作，然后扩大
有三个步骤，这里大家可以记笔记了，
需要什么内容以及内容应该放到哪里？
漏斗顶部，中部和底部。
我们如何管理花费？我们如何限制？
这里我们不会花太多时间，我会给大家一个很好的小框架
这个在实验室的分会上我们也做过了，
就是大家一起讨论，一起辩论，我真的很喜欢你们的观点
然后最后，我们如何进行内容测试？
现在有很多人都在讨论CBO
很多人也都在说DCT
动态素材测试
但是还没有人展示过真正有效的素材
我要说的都是和这5，6点相关
都是围绕一个核心原则，我认为
我们作为营销人员都应该明白这一点
这是在过去五年里，我很有幸加入过6个不同的
代理公司，接触了110多个品牌后才了解到的
很多数据都是从这里来的，我向大家保证

Chinese: 
我所讲的99.9%的内容100%都是真的
很快看一下这个幻灯片，我要对这边的观众讲
还有14个活动，我们都非常喜欢GeekOut
不知道大家知道不知道
这是我还有James van Elswick
非常棒的活动，一直都很喜欢
我们来说说这个，
我们的每一个广告都有一个目的对吧
每一个广告，即使是漏斗顶部，
我不会问你们现在是否在Facebook上有ADD？
我告诉你们，这样不会被通过的，
但是在2017年是可以的
但是在漏斗顶部，你们的L1，筛选，
冷流量和TOFU（漏斗顶部）
他们会停止吗？他们能看到你们吗？
他们会从你们这里购买吗？
这些才是需要回答的问题，
那么中间是L2，L4呢？
他们会记得你们吗？他们会再回来吗？
他们会和你建立关系吗？
现在的品牌都需要产生联系。他们想要能够
有你们交流。他们想要了解到你们
在准备购买之前就已经了解他们了，
最后就还是，他们是否会从你们这里购买？

English: 
99.9% of what I'm gonna tell you is 100% true.
There's the quick side. I'll talk to this side. You guys
are much much more aware.
14 events as well. We are a very big fan of the GeekOut. 
If anybody is very familiar with it.
That's myself and James van Elswick. 
Great events, enjoy it all the time.
Let's talk about this. 
Every ad that we have has a job to do, right.
Every single ad. Even if it's top of funnel. 
I don't recommend asking if you have ADD
on Facebook nowadays. It's not gonna get
approved I promise you. But in 2017, it did.
But at the top of funnel, your L1s, 
you're prospecting / cold / tofu.
Are they gonna stop? Are they gonna see you? 
Are they gonna shop from you? That's the
question that should be answering. 
What about middle L2,  L4? Are they
gonna remember you? Are they gonna come back? 
Are they gonna be able to build a
relation with you. Brands, nowadays, they
want relation. They want to be able to
speak with you. They want to understand
that you understand them before they
open up their pocketbook. And lastly
again are they gonna shop from you?

Chinese: 
那么底部的L5呢？我喜欢照相机，
举起来拍吧，拍吧
L5，他们会屏蔽你们吗？因为这个是一个大问题，页面得分
我们如何保持高的页面得分？当然就是
创作实际有效的内容了
创作真正让他们想要持续分享的内容
我想稍微倒回去一点，
因为我想看到大家举起手来
因为我太爱这种尴尬的沉默了，
我一个人站在这里讲一整天没什么问题的
有没有人知道这是谁？
请举一下手。Elias St. Elmo Lewis
他发明了AIDA
注意力，兴趣，欲望，和行动
没人知道？好吧。那么这个人呢？
2013年的Ronald Joseph Kule，
提到过《多听多卖》
这是一本好书，你们应该读一读，
说了很多潜在客户开发的内容
你们必须要多听然后理解了，
才能创作一些东西，让他们
想要从你们这里购买
这是一个非常好的做法，把这一点带到2020年
现在有一个非常棒的泰勒节
让我感到非常放松，我很感激他为我做的一切

English: 
What about the bottom, L5? I love the
cameras. Keep it coming, keep it coming.
L5. Are they gonna hide you? Because
this is a big issue, right? Page score.
How do we keep page score up? Well, create
content that actually works.
Create content that actually makes them want to
share that consistently. Well, I'm going
to make you kind of go back a little bit
and I want to see a little bit of raise
of hands because I love awkward silences,
so there's no problem me standing here
all day long. Anybody know who this guy is?
Raise your hand. Elias St. Elmo Lewis.
Okay, what about the creator of AIDA?
Attention, interest, desire, and action. 
Nobody? Okay. What about this man?
What about Ronald Joseph Kule in
2013. Talked about Listen More, Sell More.
Great book if you haven't read it. Talked
about a lot of on the lead gen space.
You have to listen and understand
before you can create something that
they're gonna want to open their
pocketbook and purchase from you. A great
measure that's ideating and bring this
into the 2020, there's a great metronized
Taylor Holiday. Gave me a great relief, 
and I'm very appreciative for what he'd been able to do for me.

English: 
This might make it a little more sense, right. 
Here's your funnel, attention, interest, desire, and action.
What about this, we put it this way. 
Now we have a new funnel. We have cold, warm, hot.
How are we getting people to go all 
the way through and taking the action for you.
So this is adapted for today. So we're talking about
how is this actually applicable for me
to do in my Facebook ads, Nick?
We're not talking about these mythological things.
These old ways. Well it starts like this. Our AIDA dashboard 
is our interest. The 3-second video views over impressions.
We're trying to get away from people just 
scrolling and counting it as an impression
because there's no value there. 
Next, it's the average video,
average watch time. Click through rate, 
that's the interest. ROAS, revenue, everything
that we care about. So the attention side, 
like I just mentioned. You have your 3-seconds over impression.
We're trying to make sure we get a qualified 
consumer to base some sort of data off of.
Interest, that's their average video watch time. 
How long are they staying on there?
How long are they engaging with it? 
Where is our message coming from?

Chinese: 
这样就更清楚了对吧，这是你的漏斗
注意力，兴趣，欲望，和行动
那这个呢？这么说吧
冷，暖，热。我们如何把人们
一路带过来，然后为你们采取行动？
那么这就是要适应今天的，我们在讨论的是如何能够让我
应用到我的Facebook广告，是吧，Nick？
我们不是在说这些玄学的东西，
这些老旧的内容
刚开始的时候是这样的。AIDA控制板
就是我们的兴趣。这个三秒视频评论的展示
我们在努力远离在滚动的那些人群
不把他们算作展示
因为完全没有价值，下一个就是平均视频，平均观看时长
点击率，兴趣，ROAS，收益，所有我们关心的
那么在注意力部分，就像我刚才所说的
每三秒的展示，我们努力确保我们能够
获得一个合格的客户，来确定基础数据。
兴趣，那就是平均视频观看时长
他们会在此停留多久？
他们与之互动多久？我们的信息来自于哪里？

Chinese: 
欲望就是，点击，最终就是
看他们有没有采取行动
和ROAS的回报。对于注意力，你们必须要
做一些独特的事情。你们要去
你们的广告报告，你们要去看指标
上面写着分解，写着参数
你们会点击创建一个新的3秒/展示，
调整格式确保打印出百分比
就是你们在边上看到的样子
我们主要看到的是两个不同的东西，
很显然效果非常非常重要
但是还有不成熟的虚荣指标我们也需要考虑
因为素材人员就喜欢看这些，但是我们必须要配对起来
那么这个3秒钟观看时长并不一定意味着
他们对购买感兴趣，因为
如果我们只看一些很快速的关联
这是我们制作的一个简单的计算器，
我想要和大家分享，随后和大家来聊聊
它能做到的就是来确定观看时长
点击和加入购物车，结算或者购买有多少关系

English: 
Desire is our click-through. And lastly obviously, 
where they're taking the action, return, ROAS.
For attention, you have to do something a little bit
unique. You're gonna have to go into your
ads reporting. You're gonna go metrics.
That's gonna say breakdown. It's going to say metrics.
You're going to click create new 3-second impression.
Format it to make sure, on print, it's percentages, 
what you see on the side.
So we're looking at two different main things right. 
Obviously performance is very, very important
but there are premature, vanity metrics that 
we do need to take into consideration. Because the
creative people love talking about those
things. But we have to pair. So this
3-second watch time doesn't
necessarily mean that they're interested
in making the purchase. Because if we
just look at some quick correlations
right, this is a simple calculator we made. 
I'd love to share it with you, talk
to you guys after about it, but all its
gonna do is just gonna pull how related
that watch time, that click is to a cart
checkout or purchase.

Chinese: 
我们需要自己根据购买前的效果信号来做出判断
对我们而言，加入购物车成本，初次结算成功，
以及每次购买的ROAS
这些就是我们觉得重要的内容。
我们衡量漏斗的底部。
这样就能避免我们多花钱。这样就能够
帮助我们更好的在素材方面做决定，
避免对我们效果不好的素材
也会给我们更大的规模
在我们详细看这个之前，要确保我们是否
要把一切都设定好标准
可以是AIDA控制板，与我们的购买意向配对起来
因为这两项非常必要，因为只有其中一项
数据就不一致了，你们就无法根据这些来做出真正的决定
2020年，这样我们就都能取得成功
不管你们是affiliate，还是品牌的效果营销人员
这就是我们要做的主要的事，如果做不到这些
我就会告诉我的素材人员这太垃圾了，
重新做点别的东西出来，但是在 我们
说到有趣的东西之前，你们要向我保证一点

English: 
And it's if it's not, we need to make our judgments off of
that pre-purchase performance signals.
For us, cost per add to cart, cost per
initiate checkout, as well as ROAS purchase.
These are the things that matter. We measure at the bottom of funnel.
This is how we can save ourselves
from spending money, which we're gonna
go into. This is gonna save us on making
decisions on creative that's not going
to be performing ever for us, and it's
gonna give us a little bit more scale.
Before we get into it, make sure if we're
gonna make anything of criteria, it's
gonna be the AIDA dashboard, pairing that
with our purchase intent, because these
two are so necessary. Because if one
without the other, it's gonna be
incongruent data and you're not gonna go
to make a real decisions off of it.
2020, this is how we're all gonna win.
Whether you're an affiliate, 
whether you're a performance marketer for a brand,
this is the main thing that we're going to 
run everything through. If it doesn't hit this, I'm gonna tell
my creative that's bullshit go back and 
make me something else. But you have to promise me one
little thing before we get into the actual fun stuff okay? Everybody.

Chinese: 
停止发帖互动广告测试，你们现在都是猫。每个人都是猫
但是为什么呢？因为我很喜欢这个表情包，
但是为什么呢？因为发帖互动广告
完全没有什么质量，点赞，分享，点赞，分享，
这没有什么购前意向
完全是胡说八道。我花了很多钱才了解这一点
只有理解漏斗底部的指标如CPC，CTR
提升或者下降意味着有销量到来，才能看到直接联系，
我向你们保证不是这样的
我向你们保证，这需要更深入的东西
那么我们就来看看这个，我喜欢称之为素材突击测试
我需要观众的的参与，我不管你们是不是觉得不舒服
我反正站在上面已经很不舒服了
我们来谈谈筛选吧，漏斗顶部，
我要向你们展示两个不同的广告
给大家播放一下。准备好了吗，Beck？
我们这里准备好了，这次有声音了
在排练的时候我们没有声音。
现在我要问一下大家
你们会选择A还是B？我们先看一下，
然后播放广告，再来解释为什么，这是A

English: 
Stop testing with post engagement. You're all
the cat right now. Everybody is this cat,
but why? Because I just love this meme. 
But why? Post engagement, there's
no quality there. Like, share, like, share,
like. Sure, there's no pre-purchase intent.
It's absolutely BS. I've spent plenty of
dollars to understand that there's no
direct correlation without understanding
the bottom funnel metrics that CPC, CTR, a
bump, or decline can indicate a
purchase is coming. I promise you it's not.
I promise you, it needs to be a little
bit more in-depth from that.
So we're gonna run through what I like
to call a creative pop quiz, and I need
full participation from the audience, and
I don't care if you feel uncomfortable
because I feel uncomfortable up here as well.
Let's talk about prospecting, top of funnel before. 
We're gonna show you two different ads
and these are going to play. Right Beck? 
We're good over here with playing. I got sound this time.
In rehearsal, we did not have sound. Now I'm
going to ask you guys, you're gonna
choose A or B. We're gonna go through itand we're 
gonna play and explain why it works. Here's letter A.

English: 
Got it? Who is this for? This is the
question we're gonna run through and ask
ourselves. Anyone that's really needing
sheets, it's answering that question
We went through some value propositions.
I hope you guys got those, I wrote those
down. Why are they gonna click? I'm a
pastel guy. I'm probably gonna click. I
enjoy that colour, identify with some of
these basics. I don't want to clean
myself anymore. I'm a male. What are they buying?
These sweet sheets. What if we do this?
You smell like sheet. Be like me and buy
miracle sheets. They stay fresh longer
and require three times less washing.
Same sh*t? A little different? A little
better? I don't know. Who's gonna buy it?
People that hate laundry, that's very
very clear. Someone calling me out in the
beginning. You smell like sheet. 
Clever. Well played, very well played.

Chinese: 
看到没？这个的目标是谁？这就是
我们要问我们自己的问题
所有需要买床单的人，就回答了问题
我们讲过了许多有价值的主张
我希望你们都记了下来。
他们为什么会点击？
我非常喜欢彩色画。我很可能会点击。
我喜欢那个颜色。用一些基础内容来识别
我不想自己来洗了，我是个男的。他们买什么？
就是这些不错的床单。我们这么做怎么样呢？
你一股床单味！和我一样，买这些
神奇床单。它们能够保持更长时间清新
并且比普通床单耐脏程度高三倍
一样的垃圾？一点点不同？
稍微好一点？我不知道。谁会来买？
那些讨厌洗衣服的人，这是非常非常清楚的
有人在开始的时候对我说：
“你闻起来一股床单味儿。”太聪明了，干得好

English: 
And who's gonna buy these awesome sheets of course? 
Any guesses before I go?
Who's got A?
Appreciate you.
Who's got B? Yeah! As I should, 
as we should, right?
So let's look at it, right? Our attention span, 
when we did a correlation, when we started running to see
if people were watching long enough for us 
to actually make a real decision around this. Each account is
gonna have its own attention mark. So
when we go through the rest of these,
you're gonna see well that's lower
compared to the first one.
Every count's different so you have to
pull per count. Watch time, blew it all
the water. And then we get the bottom
metrics, which are cost per add to cart
and cost per purchase. Makes sense there. 
That was an easy one, I think.
Here's another one. Ready?
This is The Oodie. The softest, the warmest, 
and the cuddliest wearable blanket.
Perfect to keep you warm 
and snug on those chilly nights.

Chinese: 
那么谁会来买这些很棒的床单呢？
在我说之前有没有人想猜一下？
谁选了A？
谢谢你们
谁选择了B？好，我也会这么选，
我们应该这么选对吧？
那么我们来看看。我们相互联系，
我们开始跑的时候我们的注意力长短
就是人们能够观看足够长的时间来真正为此做出决定
每个账号都会有自己的注意力标记
那么我们说剩下的这些内容，
大家就会发现
这个相比于第一个就要低一点
每个账户是不同的，那么你们必须要看每个账户的情况。
观看时间？拉出来分析然后我们就能获得
最低的标准。那就是我们每个加入购物车的成本
和每个购买的成本
有道理。那个是很简单的。
还有一个
还有一个，准备好了吗？
这是Oodie，最柔软，最温暖，
最舒服的可穿着毯子
是在寒冷的夜晚保持温暖最完美的选择

English: 
Better? Better? Who's watching this?
Millennials for sure. For sure.
Maybe you're into blondes. 
Maybe you're making that click.
Maybe you want The Oodie. Why are they gonna buy? 
They're gonna buy that pink cat Oodie for sure.
Let's check this one out
real quick.
Little different, a little more UGC vibes going on this. 
Little bit difficult. So now, I think this is, the
market changed a little bit to me,
honestly. Now the view is this a child
unwrapping it? Am I grandma? 
Am I thinking that Sally's gonna look fantastic in
this and she's gonna really love this
for Christmas? Potentially. The cuteness

Chinese: 
更好，更好。谁在看这个？当然是00后
可能你们喜欢金发美女。
可能你们在点击
可能你们就想要Oodie。你们为什么会去购买？
他们肯定会去买那个粉色猫咪连帽衫
我们很快分析一下这个
有一点不同。有一点UGC的感觉，
有一点点难
那么现在我想，现在市场对我而言都有所改变。
说实话，现在的视角就是这个孩子在拆开包装
我是奶奶吗？我是否认为Sally穿这个
会非常漂亮，她真的会喜欢这个圣诞礼物？
可能会。可爱的因素。整个过程都有

English: 
factor, this value pops all the way
through it and what are they buying, of
course the cat.
A or B? A?
B? Okay.
B! Eight people. Oh my god.
Anybody two for two?
Participation is fantastic. You my friend, 
you're a legend. Absolute legend.
Okay I got even better one from you. 
This is, this one's probably one of my favourites.
This brand's fantastic.
Coming at you.
There's a lot of good stuff in this. You
got people smiling. You got value

Chinese: 
价值出现。他们在买什么？
当然是这个猫
A还是B？
B！好的
选A的人们！
哦，天呐!
有没有人两次都选对了？
参与真的太棒了！
我的朋友们，你们真是太棒了！
真的很神奇。
好了，我还有更好的一个
这可能是我最喜欢的了
这个品牌非常棒
来分享给大家
这里有很多很棒的内容。你们让人们笑，
你们有价值主张

Chinese: 
你们让这个人把它喷在脚上。我太喜欢了
住在城市里的人们，出门去的人们，
所有这些我们都有体验
潜意识里都相互联系。谁会来买呢？
价值就出现在在这里
但是我稍微有所怀疑，我们看到在互动
他们说没有可能做到百分之百防水。我给它们浇水
我向你们承诺，真的是百分之百防水
非常奇怪。除非你们把它放到了鞋里
这就不是目标了，我们试一下这个
太疯狂了
太奇怪了
在冬天，我们都喜欢穿靴子，有意思。
不错，这是好东西，我太喜欢这个了
很不同，完全不同，但是我知道你们会说
Nick，这只是一个故事，而不是一个事实。忽略它。
不要去管。这个仍然可以在动态里出现 
只要我们在9：16开始，那么这个又是面向谁呢？
我想还是同样的人群，我想惊讶因素和UGC，
和人们在街上说话
这些很容易能让我产生联系。
可能我需要这些社交证明

English: 
propositions. You got this dude spraying
it on his foot. I love it.
City dwellers, people going outside.
All these imagery we're going through, so
consciously we're trying to relate. Who's
gonna buy it? Well the value pop is right there.
But I might have a little bit of doubt. 
When we see this in the engagement,
there's no way that shoe is 100% waterproof. 
I wear them. I promise you, they are 100% waterproof.
Very weird. Uunless you put it inside the shoe, 
defeats the purpose. Let's try this one.
That's crazy.
That's so weird.
In the winter, we're just bound to boots. Interesting.
Cool, good stuff guys, I love this.
Different. Completely different vibe but
I know you're gonna say, well that's a
story, Nick, versus a feed. Disregard that.
Disregard, though this can still run the
feed as long as we chop it from 9:16.
Who's this for again? I think it's the
same person. I think the wow factor and
the UGC of talking someone on the street
is really easy for me to relate to, and
maybe I needed that social proof. Maybe

Chinese: 
可能我需要看到在开始的时候，
在我开始点击之前
他们要买什么？这里面有很多内容
这可能会有正面影响也可能有负面影响，
取决于你们想在什么地方放下来
是去收集页？是去PDP？完全取决于你
A？不是很多。
B呢？哇
完全是压倒性的选择
A！天呐!
谁选错了？大家都选错了
我们再深入看一下漏斗
我们去再互动看看
暖流量，MOFU，有人还继续叫MOFU吗？
我不知道还有谁把这个叫做MOFU？好的，有人这么叫的
那是我最喜欢的品牌之一
有人错过了我刚放的视频吗？
有人在向下看
这是给小孩子的，这个是给邻居的，
这个是给城里住的人的。什么都包含了
只需不到5秒来传递这个信息，
很吸引人，她在做什么？

English: 
I needed to see that at the beginning
before I started clicking all the way through.
What are they gonna buy? There's
a lot of going through this. This could
potentially be a downside or a positive
depending on where you're gonna drop
them out. Is it going collection page?
Is going PDP? It's on you.
A? Not many.
B? Wow.
Overwhelming decision.
A! Oh my god.
Who did it? Who got it wrong? Everybody got it wrong. 
Okay let's go a little further down the funnel.
Let's go to re-engagement.
Warm. MOFU. Anybody call it MOFU anymore?
I don't know who calls this MOFU. Oh
okay, somebody does.
This was one of my favourite brands.
Did we miss it?
Somebody was looking down.
This is for the kid. This is for the neighbour. 
It's for the city dweller. Hit everything.
Took me no more than 5 seconds to convey that message.
It's intrigue. What is she doing? What does

Chinese: 
如果有人了解一点点我的过去的话，
我以前是专业的足球运动员
后来我发现，要想当守门员，身高必须得达到1米8 
于是我决定进入数字营销这一行，
因为这一行完全没有歧视这一说
他们要买谁？他们要给我买一个足球，
然后我们看下一个广告
有点过了，对吧？我很难理解发生了什么
我的确看到我的眼光一直被这个球吸引
我很喜欢，但是太小了。想想，
在动态里这会有多小
就说一说，我们就会看到结果
我想这是一个很清楚的结果，
我不会让你们来投票，因为我知道
它反正也不会胜出
我们再深入看一下，我给大家再展示一下在做决定之前
我们最后的一个步骤
美国，我爱啤酒，非常真实
A还是B

English: 
this roll over? If anybody knew a little
bit about my past, I did play professional soccer
until I realised as a goalkeeper, 
you have to be above 6 feet, and then I just made the decision
to go into digital marketing because it doesn't discriminate at all.
Who they're gonna buy? They're gonna buy me a soccer ball. 
Then we move into this next ad.
Little much, right? Hard for me to
understand what's going on there. I did
see my eye was kind of drawn with the
circle around the ball, so I did kind of
like that. But it's so small. Think about
how small it's gonna be in the feed. I'm
just talking about on it. We'll see the
results.
Right away, I think that's a clear one, I'm not giving you 
guys a chance to vote on it because I knew that
wasn't gonna win anyways.
Let's go even further. Let me show you the last set 
that we have before we get into making decisions.
America, we love beer. Very very true.
A or B, here we go.

English: 
Okay, mellow. Everyone's relaxed. Who's this for?
I don't know. Personally, I believe this is anybody 
that had a collection page.
It went through so many, that if unless you're further 
down the funnel and you've actually
added some similar hats to there, I would only be running it there.
Why are they gonna click? Lifestyle shots.
I relate to the brand, maybe identified
one of the brands are trying to showcase there.
And last thing, many multiple, they
could buy. What about this?
This is my new favourite hat. It's a low-profile trucker hat. 
I really like it. It's from Wroclaw.
Looks clean,  fits well. I really like it. I recommend it.
A little bit biased, that's my buddy
who did that, and he's obviously running
that brand so I recommend it. I think you
should buy it. And no one knew, did that
come off genuine? We'll find out.

Chinese: 
好的，很柔和，大家都很放松。这个是面向谁的？
我不知道。个人而言，我相信面向那些到达集合页的人们的
除非你们更深入进入漏斗，否则你们就
加入了一些相似的帽子，我只会在那里跑这个
他们为什么会点击？生活方式展示
我与品牌有了联系，可能大家能认出来我展示的一些品牌
最后一点，很多种，他们都会买，这个呢？
这是我最喜欢的帽子，很低调，我真的很喜欢。是Wroclaw牌的
看起来很干净，大小也很合适，我真的很喜欢，我很推荐这个
稍微有点私心，这是我的兄弟做的，
很显然他在推这个品牌，所以我推荐
我认为你们都应该购买它，没有人知道
这是真的吗？我们来看看

English: 
This is someone who definitely added to cart.
Someone who understands that if he's
wearing that hat and I identify with that and may be fit it,
and I maybe look like Colin, who was in it, maybe I buy.
There's a human face and
it's very clear the value propositions.
One of the four best-sellers, because you
have the three below, and the one he's
wearing, some that you might have been
shopping with. Colin crushed it.
Hands down, one of the best creatives that we're
running, especially bottom of the funnel
with that social proof with someone
really talking to you. At the end of the
day, Facebook's a social platform. Human to human 
is what everybody wants. How can
you create that and put into a position
for us to scale and spend?
So we were asked, how do we make some of these
decisions? This isn't gonna be as fleshed
out as I would like because there's a
lot of intricacies in this, but you
understand at least where we're
beginning with. As we start, did it spend 1x AOV?
Okay. I would recommend this is an easiest way of making decisions for
products that are being sold between $20
and $150. Now if you're selling high-ticket $2k,
you're not spending $2,000 
before you actually make a decision.

Chinese: 
这个人就加入了购物车
他明白如果他戴这个帽子，我就能认出来
可能我看起来就很像科林，可能我也会买
上面有个人脸，这是很清楚的价值主张
四个最佳销量产品之一，因为你们有下面三个
还有他带着的那个，你们可能会买，
科林真的很成功
手放下吧，这是我们最好的素材之一，
尤其是漏斗底部，有这个社交证明
有人来跟你说话，最后Facebook的社交平台
人与人交流是每个人都想要的
你怎么做到的，放我们到一个位置上来扩大来花费
那么有人问我们，我们如何做这些决定呢？
我们不会轻易回答我们是怎么做的
因为这样还是很复杂的，但是你们至少要明白
我们刚开始是怎么做的。我们开始的时候，
花费是否是1倍AOV？
好的，我的建议是，这是为售价在20和150美元之间的产品
做决定最简单的方式。现在如果你们卖的产品价格高于两千美元
那么你们在实际做决定之前是不会花2000美元的

Chinese: 
可能你们会，但是我想要尽力不这么做，
我会给大家一些方法来确保你们能够做到
下一步，如果没有的话。继续去投入
不要去碰它。如果实现了，如果
真的实现了购买，那么就让它继续跑
如果它没有达到我们的核心指标，
如果每个结算成本或者
每个加入购物车成本并不准确，那么就要砍掉它
但是如果实现，好吧，那就继续
但是如果能够实现，那么好，继续努力，继续给量。
最后，如果它通过了所有的步骤，让它去跑，关掉它，就这么简单。
三，二，一
如果我要建立什么，那么现在就会
更加科学。我们如何确保我们真的
在这个漏斗上做出了清晰的判断？我们建立
这样的东西。很棒的计算器。顶部我们
有我们的相互关联。
下面是我们的转化率
在底部是我们的成功指标
这些成功指标把每一个初级媒体买家变成中级或者高级水平
因为现在我们很自信

English: 
Maybe you are but I want to try to
prevent that and I'm gonna give you a
little bit of ways of making sure you
can. Next, if it didn't continue to
let it spend, do not touch it. If it did, if it 
did get that purchase, allow it to run through.
If it didn't hit our core metrics, 
if the cost per an initial check-out,
and the cost per add of cart is not accurate, cut it.
Axe it. But if it did alright, baby keep on
moving, keep on going.
And lastly, if it passes all the way through, let it run.
Turn it off. As easy as that.
Three, two, one.
If I were to build something, now it's 
a little bit more scientific right.
How do we make sure that we're actually 
making clear judgments at this funnel?
Well we built one of these. Nice little calculators. 
Top, we have our correlations.
Right below that we have our conversion rates, 
and in the bottom our success metrics.
These success metrics turn every single junior media buyer 
into an intermediate or advanced,
because now we're confident.

Chinese: 
而我从素材这块一直得到的一个问题就是
我们如何来获得好的买家？我知道Savannah说过这一点
Dim有一个团队，他受过培训
我向你们保证，一个好的买家
和一个坏的买家之间的区别就是
一个好的买家知道如何花钱，
并且能够很自信的花钱越来越多
坏的买家不会花钱
所以我看看联系，
这就是要看CPC是否意味着未来的购买
很可能不是，但是也许是呢
处理这些数据，用Excel非常简单，
就是用会声会影和两个频道，很好导出
那么我们的转化率如何？
如果你们点击的话，你们有多少可能会
加入购物车？如果你们要加入购物车
你们有多少可能会去结算等等
这些事情都是非常简单可以计算出来的。
这个就是一个很简单的计算器
我想要和你们分享一下。你们都有我的电子邮箱
有时候你们可能花不到2000，或者200美元
或者400美元你们需要尽早砍掉
所以如果你们的售前指标不符合，就要早点砍掉

English: 
And the most consistent question I get
alongside from the creative, is how do we
get good buyers? I know Savannah talked to, 
and Dim's got a team that he's trained.
And I guarantee you the difference
between a good buyer and a bad buyer is
a good buyer knows how to spend money
and is confident pushing dollars.
Bad media buyers won't spend money.
So we look at the correlations. 
This is to see if a CPC any indicative of a future purchase.
Most likely not, but maybe it is.
Pull it. This is simple in Excel, 
it's just a corel versus two channels. Easy export.
What about our conversion rates? If you're
gonna click, how likely are you to get to
my cart? Well if you're gonna get to my
cart, how likely are you to get to my
checkout? Etc. These things are all very
simple to pull. This is a simple calculator.
I'd love to share it with you.
You guys have my email.
And lastly, we have our ROAS target. 
Sometimes you can't spend up to $2,000 or $200 or $400.
You have to cut it earlier. So if your 
metrics pre-purchase are not in line, cut it.

English: 
If you want to get really freaky with it, break it up. 
Go prospecting specifically. Understand those metrics.
Pull ad, adset, and campaign level.
There's gonna be a lot of differences there.
We make a lot of our decisions at
the ad level. Sometimes we need more data.
It's not spending quick enough, so we'regonna go 
move up to the ad set. Continue on with prospecting.
And then lastly, add some quartiles. Quartiles are gonna give me
an understanding of, based on what's
happening in the account, how long do I let that run?
What about creative inspiration? 
This is a lot of things that people have trouble with.
How do we start with our ideation? 
This is the real search we do for our brand, that you guys saw a miracle.
We went to Amazon, our own and
competitive. They're gonna give you the
keywords they're talking about. You're
gonna race you five all the way to one
stars, and this is where we pull
inspiration on scripting. This is where we pull
inspiration of what we're not covering,
as well as this is where we pull
inspiration from what to avoid. I don't
want to create something there.
Post-purchase surveys. So
under-utilised. And understand what
actually should be selling. And lastly,
our comments and engagement. If we didn't
pull this, this is two questions. I don't
know if you can see it. In the next few

Chinese: 
如果你想要真的非常成功，就把这个打破，
去专门筛选，理解这些指标
分析广告，广告集还有广告任务，
会有很多的不同的
我们在广告层面做很多决定，有时候我们会需要更多数据
花费还不够快，所以我们要提升到广告集
继续在那里进行筛选
然后最后，增加一些四分位数，这会
让我们能够理解，根据账号里发生的情况，
我应该让它跑多久？
那么素材灵感呢？有很多都是人们现在感觉困难的
我们理想化是怎么开始的呢？这是为我们的品牌
做的调查研究，大家可以看到这个是一个奇迹
我们去亚马逊，我们自己的竞争对手，
他们会给你们一些他们在使用的关键词
你们要努力来争取获得星级评价
我们就这样来获得文本的灵感，我们就这样来
获得我们没有涉及的内容的灵感，
我们也能够获得应该避免什么的灵感
就是我不想产生什么东西
购买后调查，应用过少，要明白
实际应该卖什么东西，最后，我们的评论和互动
如果我们不提到这个，就有两个问题，
我不知道大家能否看到

Chinese: 
好主意，我在哪里找到的这个羽绒被？
为什么要展示羽绒被但是却不生产它？
这真是一个很棒的问题。非常棒
我们卖床单，我们应该做那个，
如果他们不看，那么就没有意义了
我们明白我们获得的是非常高需求的羽绒被套
可能我们需要测试那个市场，很简单的
但是如果我们需要强调宿舍素材，会怎么样呢？
你们对宿舍有双份excel吗？糟糕，我们没有
我们是一个品牌，我怎么解决呢？
我们必须去做一些很具体的素材
努力来销售，可能我们需要进入那个市场
那么我们目标是什么呢？根据漏斗，
根据需要帮助的，你们就能够
这就会最终归到这四个类型里，
我们需要针对生活方式吗？
可能需要。工作室。我们需要故事板和文本吗，
就像Vessi那样，我知道具体
目标应该是什么样的，我们应该穿什么样的鞋，
你们需要多深入一点
最后一点，其实是一个很简单的动画
最后，我们要测试这个。这个我不会讲的太深

English: 
you can. Great idea. Where could I find that duvet?
Why show duvet cover and not make them? 
That's a great question. Very valid.
We sell sheets, we should do that. 
If they're not looking, it's not going to make sense. But if we were to
understand that we're getting is such a
high demand for the duvet covers, maybe
we need to test that market. It's very
simple to make. But what if we needed to
highlight a dorm creative? Do you have
twin excel for dorms? Shoot, we don't. I'm
a brand, how do I fix this? I gotta go
make some specific creative and try to
sell it. Maybe we need to go into that market.
What do we need to shoot? So depending on the funnel, 
depending on what necessarily needs the help, you're
gonna, it's gonna fall into these four
categories. Do we need a lifestyle shoot?
Potentially. Studio. Do we need storyboard
and script like the Vessi. I knew exactly
the shot was gonna be, what type of shoe
we're gonna wear, how in-depth do you need to be.
And lastly, is it a little bit of
simple animation like dribble up.
And lastly, we're gonna test this. I'm not
gonna go too deep in this because I know

English: 
Savannah and Dim covered it, but for us we
always lead with DCT. This consistently
will live in our account at all times
and here's how we start with it, a little bit different.
At the campaign level, we label it as 
our concept or idea, so we'll stick with the sheets.
One of the value propositions was, it's gonna smell good longer. Cool.
We're gonna talk about smell.
We're gonna go into our angle which is our adset.
At the adset level, that
angle, that smell, is potentially me as a bachelor.
The next angle is potentially my mom, 
for the son that's not going to
want to do it in college, and so forth.
Right that's how we continue to get through
And lastly, 5 + edits. Why do I say 5+ edits?
So we just finished Black Friday, Cyber Monday.
How many were you guys running some 
campaigns during Black Friday, Cyber Monday?
How many of you guys were running any 
DCT, top, middle, bottom of Black Friday, Cyber Monday?
That's much less hands. 
This was the most consistent scale, this was the most consistent, least amount of
fluctuations, I think that's the way you
pronounce it, and this was the easiest

Chinese: 
因为我知道Savannah和Dim已经说过了，但是对我们。
我们总是会用DCT，这个一直都
会在我们的账户里。我们就是这么开始的，
有一点点不同
在广告任务层面，我们把它标记为一个概念或者想法，
那么我们在床单这个广告中一直坚持的就是
其中一个价值主张就是，它会保持更持久的香味
我们会谈味道。
我们会进入到我们的角度，就是我们的广告集
在广告集层面，那个角度，那个味道，
就是把我们潜在看作是一个单身汉
下一个角度就是我妈妈，面向要上大学的孩子
这就是我们所作的方式
最后，5 +编辑，为什么我要说5 +编辑呢？
我们刚刚结束了黑五，网络星期一
你们大家在黑五网一效果怎么样？
你们大家有没有人跑过DCT，黑五网一漏斗顶部中部底部？
这样举手人少多了
这是最持续的扩大，这是最持续的，最少的波动
我想你们可能都是这样叫的，这就是最简单的

Chinese: 
降低我们频率的方式，就不断的循环
我不会告诉大家我们的具体的数量，
因为我说了也不会是真话
但是肯定超过5，这块的变化我见到最多的就是16
而且还十分盈利，我非常相信我们应该朝这个方向走
我们经过过这段，我尽力来推
但是这是一点我一直在想的事
我希望能够更深入一点，但是我们很快再说一下
第一就是，我们需要什么样的内容，
还有这些内容应该放到哪里？
第二，我们应该怎么限制广告花费呢？
然后最后，我们如何调整内容来进行测试
非常感谢大家，如果你们想要卡通画，那就来找我吧
我非常乐意帮大家画一幅
真是太棒了

English: 
thing to keep our frequency down. It
just consistently rotated it. I couldn't
give you an exact amount we would put in
this because I think I'd be lying to you
but it was more than 5. The most I saw
in this in terms of variations was 16 and
it was extremely profitable. I definitely
believe that we should moving in that direction.
That was a lot. We went through it, 
I pushed as fast as I could but
this is a little bit of stuff that kind
of goes on in my mind on a consistent
basis and I hope to dive deeper into it.
But let's do a quick little recap.
First is, what kind of content we needed and
where is that gonna go?
Second was how much and how can we limit that ad spend?
And then lastly, was 
how we structure content for testing.
Thank you guys so much for the time if 
you want a cartoon, hit me. I'd love to make one for . you.
That was amazing.

English: 
You just rock. That's amazing. 
Who in here loved Nick's content?
Thank you. Thank you. This is brand new and I really wanted to get this out.
So I want to do content like you man. That's amazing.
Tell me about it. I'll have some questions 
for you but first, the stage is yours.
So let's have some questions. 
We're gonna have a little Q&A alright.
So you know the drill by now.
Head back to Slido. Thank you.
Alright, so open up the app, let's see what we got.
Alright.
Nick, your thoughts on 3-second video
views versus through play for add cost and ROAS.
Okay so I'm not making any judgments on through play. 
I think this is something I would have to pull a straight
correlation on so I don't have a clear
answer for you. We use impressions over

Chinese: 
你燃爆了。太棒了
大家都喜欢Nick的内容吗？
谢谢，谢谢。这个是全新的，
我真的希望能把这些讲出来
我也想和你一样去做内容了。太棒了
跟我说一下吧，我有一些问题想先问你
那么我们开始提问吧。
我们现在来进行问答环节吧
你现在对环节已经非常清楚了，
回到Slido，谢谢你
好了，打开App，看看我们收到了什么问题
好的
Nick，你对于3秒视频观看和
通过播放广告成本和ROAS的看法
好的。我不会评论视频播放。我想这个是我要看到直接联系的
所以我没法回答你的这个问题

Chinese: 
我们在3秒视频观看有展示，我最开始就是这么想的
我开发了一个非常好的联系和测试的方法
我没法给你一个明确的答案，就算说了，也是假话
好的。你很诚实，好了，下一个问题
大家你们现在也可以给问题投票顶上来
大家都来问问题，但是同时也要赞你们想看到的问题
这样就能确保我们台上回答的问题就是大家想看的
你在Pinterest和TikTok上有什么购买经验？
TikTok很早。我们还在Beta阶段，
所以我们现在能够进行测试，我们能够推
的内容在TikTok上没有什么限制，你们几乎什么都可以做 
对于Pinterest，要更严格一点，我想我们还没有找到能够获得规模的方法
我们主要做的是Facebook，但是我知道我们会把很多精力放到TikTok上
因为我们在Snap上花了大量的现金
我想TikTok会是下一个最简单的做的方式

English: 
3-second video views because that's
where my initial brain went. So until I
develop a very good way of correlating
or testing that, I won't be able to give
you a clear answer. Also I'd be lying. To be fair.
Fair enough. That's cool.
Honest person right there, all right. Next question.
So guys, you can upvote questions as well right.
Put everything in but then also upvote what do you want to see.
That's gonna make sure that we have the
right questions onstage. Okay oh my gosh good.
What's been your experience buying
on Pinterest and TikTok?
TikTok is early. We are on the beta so we're
 able to test right now. There's no limits on what we can push
in terms of what type of content on TikTok. 
You can literally get through almost anything.
For Pinterest, much more strict. I think the ability for us 
to get scale on there, I haven't found it yet. I'm primarily
Facebook. But I know TikTok is where a
lot of our efforts gonna be because
we are spending a significant amount of cash on Snap.
I think TikTok next is the easiest
way of doing it too.

Chinese: 
好的。我还没看完你在太少分享的一切，但是如果你没有分享这块
我想问一下你如何使用TikTok？我是说，
很多人都认为它只是面对年轻受众
这不是的。不是，最好的例子就是威尔·史密斯
威尔·史密斯可能是上面最大的明星了
是Vine的更好的版本，是Vine更友好的版本
有很多奇怪的东西，年轻一代有非常奇怪的东西
我只是说他们奇怪的地方我没法理解，你们就继续滑下去
这是真的，但是也很容易上瘾
你有TikTok上的ROAS数据吗？还没有
还没有足够的数据，不足以让我确定的说有什么产品
什么方向或者测试，但是我希望很快能有足够数据
我也是才刚刚开始
当然肯定这会是很棒的一个
好了，下一个问题
你怎么知道何时要把一个素材从其他素材中去掉？
好的，我们其实刚才说过这个了

English: 
Cool. I haven't been able to watch everything 
that you shared onstage but in case you haven't shared,
how do you actually use TikTok? I mean
a lot of people think it's only like
young audience. It's not. No, perfect
example is Will Smith. Will Smith is
probably one of the largest audiences, as
well as The Rock on TikTok.
It's a better version of Vine. 
It's a more friendly version of Vine.
There are some weird stuff, very weird
stuff with the younger generation that
they're showing and I'm just saying, I
don't relate, I don't relate and then you
just keep on scrolling. Yeah that's true but
it's easy to get hooked on it as well.
Do you have you have data on like
the ROAS on TikTok? Not yet.
Not yet enough, not enough to confidently
speak about what product or what
direction or strategy, but I hope so soon. 
I was just getting started with it as
well. It's gonna be a fascinating ride for
sure. All right, next question.
How do you know when to cut a creative
from a test? Right, so we did just cover

English: 
that right. We have a correlation
document that gives us metrics on what
the account needs at a prospecting,
re-engagement, remarketing level.
Limit the spend, so if it's too high the
cost per add to cart, it's too high,
we would cut it at that point. 
I will share with you, so if ever you ask that
question, please come get me. I'll grab
your email and I'll share that dock with
you. Because as soon as we do an export,
an update, what metrics are based on what
success needs to be, so if you needed a 2x, 
you can make your decision based on
what the cost of your cart needs to be, 
so that you can cut that without having
to spend so much money. And it's a very
simple export of a dock and you guys too
could probably make it yourself, make it
much more prettier but it will give you
a clear way of when to scale or turn it off.
Alright fantastic. More on Facebook I assume? 
When a page score goes down, how can we revive it?
So page score is tied to a couple of things. 
Shipping times. If you haven't extended to the longest time
of shipping I would do so.
Second is run PPE. That's the only time
it makes complete sense is to run fresh
engagement to that page. That's another

Chinese: 
我们有一个联系文件给我们展示一个账号
在筛选，再互动再营销层面需要什么指标
限制花费，如果加入购物车成本太高了，
那么这就是太高了
我们就会立刻去掉，我和你们分享
如果你还有别的问题，请来找我
我会给你发邮件分享那个文件
因为我们只要一导出，做一次更新，什么样的指标
是要根据你需要什么样的成功来定的，所以如果你们
需要两倍，你们就能够根据你们需要加入购物车成本
来做决定，这样你们就可以避免花过多钱可以提前去掉
这个文件导出很容易，你们可以自己来做
可以自己做得更漂亮一点，但是能够让你们更清楚
什么时候来扩大什么时候来去掉
好的，太棒了。我想在Facebook上应该更多吧？
当一个页面分数下降，我们如何提高？
页面分数和很多东西都相关。。
送货时间，如果你们还没有延长到最长的送货时间
我建议你们还是要调好，
第二就是要跑PEE，那是唯一的完全合理的
时机来在那个页面跑新的互动

English: 
way of reviving it. But also right now, I
don't think there's a consistent way of
people actually, I don't think there's a
consistent way of getting your page back
because of how inconsistent Facebook has
been. We're in a lot of groups that are
losing pages and they run a completely
clean business. They're still losing it
and to get it back, they're telling us
that they're running page engagement. Cool.
Alright fair enough. Okay, next question. 
A framework for creative creation, yeah I want to know that.
This is fantastic. Yeah give me the frame. 
We started a little bit. So the framework
that we have is, it starts with the
competitor analysis or internal ad
analysis. We understand our value
propositions, so say a brand has three
core value propositions. We'll stick with
the sheets. We have smell. We have no
washing, and then we have --
smell, no washing, and then oh softness. 
Those are the three core ones. We split test against who
is our core buying audience, which is
we're gonna split against mothers or

Chinese: 
那是另外一种提升分数的方式，但是现在
我想应该没有一种持续的方式让人们
我认为应该没有一种能够持续让人们回到你们页面的方式
因为Facebook在过去已经很持续了，
我们有很多的群都去掉了页面，他们
的业务是完全干净的，他们页面仍然还在掉分
都在努力提升分数，他们告诉我们他们在做页面互动
好的，回答很不错。好的，下一个问题
创作素材的框架，我想知道这个
这个太棒了，好的，给我这个框架吧
我们开始做了一点点，那么我们的框架
开始就是竞争对手分析，或者内部广告分析
我们知道，我们的价值主张，比如说一个品牌
有三个核心价值主张，我们会坚持做这些床单
我们说味道，我们不用去洗
然后我们说
味道，不用洗，然后，哦柔软
这些就是核心的东西，我们进行对照测试
对比那些核心购买受众，也就是测试

English: 
bachelors. Those are the two we begin with
and we look at what is what are people
talking about. What kind of content that
we need to correct? Then we'll look at
actually our ad account. And at the ad
account we're looking, where is it
actually lacking? Is prospecting, are we
not conveying or explaining our message
with the consistent amount of people we
need to show? So we need more moms. Okay.
Then we'll go script that. From the
scripting, it goes into shooting
specifically for ad formats. Ad formats
are anywhere from lifestyle UGC,
in-studio shots, product in use, unboxing. 
We have a little bit of a card that we run
through, and finally we start testing,
which we roll it into our DCT.
The angles that we come up with start all the way
at the beginning at the ideation phase,
so if we realise that we do need to
attack mothers, if we do need attack are
the college kids, that script or that
story line, starts physically on a
storyboard. Top of funnel. Cool, that's
amazing. I can just see you like from

Chinese: 
妈妈和单身者，这些都是我们开始的两个，
我们看看人们都在关心什么
我们需要什么样的内容？然后我们会看
我们的广告账户，在广告账户我们看看
哪里缺什么，是筛选吗，我们有没有传递或者解释
我们的信息给我们需要展示的持续的人群？我们需要更多的妈妈。好的
然后我们就写文本，从文本下来就到了针对对象
尤其要针对广告格式来调整。广告格式
包括了生活方式UGC
工作室内照片，使用产品，开箱
我们还有一个一些卡片
最后我们就开始测试，我们然后就进入到DCT
我们想出的角度在一开始的想法阶段就有了
所以是否我们想要知道我们需要面向妈妈
我们是否要面向大学生，这些文本和故事线
都会写在一张故事板上，漏斗顶部
很棒，我几乎能想象出来你站在

English: 
the massive whiteboard just geeking out.
Yeah that sounds fun.
How do you actually listen to potential customers?
You have tools that you use or you just
manually go through sh*t? 
We have live chat on most of our stores. Yeah.
Which they're gonna bring that up anyway. 
The comments, they're gonna let you know.
It's the easiest way without having to pay 
for a social listening tool, and then the customer support.
It's your first line. Cool. Perfect. Alright, next question.
You mentioned stop testing with post-
engagement. So conversions, split testing then? Or?
Super simple answer. Conversion
absolutely. If you're gonna tell Facebook
you want a consumer that's gonna
engage with you, they're gonna give you
someone's gonna engage with you. 
If you're gonna tell somebody I want
someone to potentially purchase, they're
gonna want to potentially purchase. Very
straightforward. Yeah for testing
definitely. You still actually push
successful ads with engagement ads to
just give them more social proof?
You still do that? Because that's kind of
old-school. Personally, no.

Chinese: 
巨大的白板面前写东西，
是啊，听起来很有趣
你们如何倾听潜在顾客呢？
你们有使用什么工具还是
手动去做这些工作？
我们大部分店都有在线聊天
他们会告诉你们，然后还有评论
这些是最简单的方式，不用花钱购买倾听工具
然后就是顾客支持
那是你们的第一条线。太好了，下一个问题
你提到了停止测试发帖互动广告
那么转化，对照测试呢？
非常简单的答案。转化当然要测试。
如果你们要告诉Facebook你们想要
一个会和你们互动的顾客，他们就会给你们
一个会和你们互动的顾客。如果你们要告诉别人
我想要一个可能购买的人，他们就
会给你们一个可能的购买的人
非常直接。绝对要测试。你们还会
用互动广告来推成功的广告来给他们更多的社交证明吗？
你还会做这个吗？因为这有点老套。
从我个人来看，没有的

Chinese: 
但是我知道如果你们想要社交证明
那就触发你们的受众或者你们的目标人群，
我明白为什么你们会这么做
但是我对此没有太大的信心，
对我来说很难来说服一个品牌
让我在可能不盈利的广告任务上花钱
他们也不了解那些广告任务，社交证明会实现销量
因为这是人们心理因素，没有道理的
但是如果你们再比较两个广告
比如说是同样的广告，同样的素材，一切都是一样的
一个有社交证明，另外一个没有
通常有社交证明的那个广告要比
另外一个没有的效果好很多，我觉得
我们是有点概括了，因为每个人的心理都是这样
我喜欢这个，我喜欢这个
我更想要进行购买。好的
好了，下一个问题
关于Facebook政策
他们对于展示皮肤和身体部位的产品非常严格
现在还有人想要在Facebook上推成人流量吗？
这有什么问题？好的
那你怎么处理这个问题呢？
Facebook政策对产品很严格
好的。个人而言，我们不会涉及这个
因为我们合作的客户和品牌
都没有暴露很多皮肤的情况存在

English: 
But I understand that if you want
social proof and it's a trigger
for your audience or your demographic, 
I can see why you would run it.
But I wouldn't put a lot of faith
into it. It's hard for me to convince a
brand to let me spend dollars on a
potentially unprofitable campaign
without them understanding that okay, 
social proof will lead to a purchase
because the psychology. Doesn't make
sense. But then again if you compare like
two ads. Let's say it's the same 
ad, it's the same creative, everything the
same. One has social proof, the other one
doesn't. Usually the one with social
proof outperforms the other one
massively right. I would say if we were
generalising, yes, because the psychology
of everybody going like, I love it, I love
it, I love it, I would be more
inclined to make a purchase. Right okay.
Alright next question, from the
audience. Regarding Facebook policies,
they're tough on products that show skin
and body parts. Anybody trying to
push adult traffic on Facebook nowadays?
What's that question all about? Okay
anyways. How do you deal with that?
Facebook policies are tough on products.
Oh yeah. Personally, we aren't dealing
with this because we don't have any of
our clients or brands that we work with
that are showing a lot of skin.

English: 
We have no underwear. We have no bikini
brands. This question if I would ask you
I'd go to Savannah. Savannah has ran
successfully a brand called Jolene. So
she had a lot of issues with dealing
with getting body and skin through.
Alright. Let's do a couple questions more.
I know there is an endless amount of
questions for Nick. Let's go to like two
or three more. and we'll cut it off.
Alright, what tools are you using for
creating content and analytics?
Yep so our main two we use is Animoto. 
The second tool we use is Lumanu. Sorry, Lumen5.
Lumen5. And we upload our script
there and I'm sure you have a lot of
affiliates are used to that product. We
also have our own in-house team. We're
called Konstant Kreative and we make
iterations and any ads you send to us
we'll iterate, unlimited. Cool, all right.
Quick one, long text versus short text. I
assume that's ad copy right. It is yeah.
I'm actually leaning towards long
text now. There's a consistent amount of
our ads that are just explaining whether

Chinese: 
我们有卖内衣的，我们没有比基尼品牌
这个问题我觉得还是要问Savannah，
她有一个很成功的品牌叫做Jolene
她遇到了很多问题，就是要想办法使
暴露身体和皮肤广告获得通过
好的，我们再问几个问题吧
我知道还有很多问题要问Nick
我们再来问两三个问题吧，然后我们就要结束了
好了，你用什么工具来创作内容和进行分析？
好的，我们主要用两个工具，一个是Animoto
第二个工具叫Lumanu，不好意思，叫Lumen5
Lumen5，我们把我们的文本上传上去，我相信你们
有很多affiliate都很熟悉这个产品，我们
也有我们自己的内部团队
我们的团队叫做Konstant Kreative，我们做迭代
你们给我们发送来的任何广告我们都会做迭代
好了，很快一个问题，你喜欢长文本还是短文本
我想说的是广告文案对吧。是的
我实际上倾向于长文本
我们有很多广告都会来解释说

Chinese: 
这是证言广告，或者真心的故事，顶部漏斗
我都会选择做长文本。漏斗中部会稍微短一点
这里全部是有价值主张驱动的
我会谈到视频中的价值亮点
好的。再来两个，你如何来为客户测试新产品
什么时候一个新产品被认证吗？
还是一样，我们发布的一切都是从DCT开始的，
然后涉及到了角度，我们会一直花
直到我们知道，现在已经超过了1万美元了
如果我们花费到了1万美元，仍然不盈利的话
我们就不会再发布这个产品了
还有我们怎么测试呢，我会更深入给大家回答一下
当一个新产品合格了，我假设这个是盈利的
我会说那是现在最简单的答案
但是如果我们测试，开始都是先进行DCT
我们有尽量多的角度
做完DCT，我们一旦了解了某个角度可以用
我们就会把它复制到它自己的广告任务里
然后我们对那个具体的素材进行一些不同的变化

English: 
it's testimonials or a full heartfelt
story top of funnel, is where I would do
long text. Middle of funnel is where it
kind of gets a little bit shorter. It
gets all value prop-driven, 
so I'd be talking about the values that are highlighted by the video.
Cool alright. Two more. How do you test new 
products for clients and when is a new product validated?
Yeah so again, everything that we launched starts with DCT. 
So it comes with the angle and we're
spending up until we know, which is personally, 
right now is no more than $10,000.
If we're spending into $10,000 and 
it's still not profitable, we're no longer launching that product.
And how we're testing it, so I'll give you 
a little bit more in-depth of an answer.
When the new product is validated, 
I assume this is profitable, I would say that's the easiest answer
at that point. But if we're testing it, it starts with the DCT
and we have as many angles
as possible that lives in there.
Out of the DCT, as soon as we understand
that angle might work, we duplicate it
into its own campaign, and then we start
going different variations of that
specific creative. You see a lot of

Chinese: 
你这样做了能看到有变化吗？
因为我过去遇到过很多次
DCT效果很好。可能变成你自己的广告任务了
但是效果就很差
我想这要分情况，在黑五，我们做得非常成功的很多都是DCT水平扩大
我们有75，我们一个广告任务有25到75个广告集
好的，这完全不合理但是我们需要这么做来确保我们能赢
但是我们尽力在尝试，
我有最后一个问题。不好意思，最后一个问题我来问吧
我知道上个周五你要花费1百万美元，
每个人都知道那是黑五，对吧？
好的。你要花TM1百万美元
能不能分享一下你实际花费了多少？
之前我们发布出去一些信息
在再营销，我们把广告集设定到1百万美元，
只做到7千美元，实际上非常广
广告集花费预计在1百万美元，
客户觉得好，他们看广告账户里面

English: 
change in performance once you do that?
Because that has happened to me a lot
right. DCT just rocks it. Maybe trying to
make it your own campaign and just goes to sh*t.
I think it's situational. In Black Friday 
we did a lot of our successful, was horizontal scaling on DCT.
And we had 75, we had 25 to 75 ad sets in 
one campaign, same ad set.
Okay, it didn't make any sense but it was 
what we need to do to make sure we won,
but we're trying it as much as possible. 
I've got a last question. Sorry I'll take the last question.
So I know you tried to spend $1 million last Friday.
Everybody knows it was Black Friday right? Right?
Yeah okay. So you tried to spend 
$1 freakin million bucks. Yeah.
Could you share how much you actually spent? 
So we posted a little bit ago.
On remarketing. We put the ad set to $1 million 
and it only got through $7,000. It was literally broad.
The ad set was made to spend for $1 million. 
The client was like sure. They looked in the ad account.

Chinese: 
14倍的我们的总的花费大约是7千美元
没有竞价预算，什么都没有
就是非常广的，对暖受众完全开放
不过这全部是自动的
没有了。好的还是不花费。
好的，虽然这的确让我整夜睡不着
好了，就到这里吧？
DCT的全称是动态素材测试，这是人人都在谈的工具
太棒了，完美。好了，今天就到这里吧

English: 
The overall spend we had out of 14x was $7,000 in expense. 
No bid cap, no nothing. It literally was
broad, open to a warm audience. 
But it was it's all in auto or tried to bully it.
There's nothing. Okay still didn't spend.
Yeah, that did keep me up at night though.
Okay alright. I'll cut it here. Yes?
DCT stands for dynamic creative testing and 
it's just the tool that everyone's been talking about.
Cool. Perfect. All right. Cut it off here. Let's do it.
