Our People

Preston WinnOperates Boutique Media Agency

performance marketing specialist w/ remarkable experience in paid media and scaling ecommerce

background in start-ups, diversifying revenue streams via digital media buying, clients ranging from nutrition and wellness brands to apps.

made a name working with athletes & influencers including Odell Beckham Jr, Richard Sherman, Julio Jones, Floyd Mayweather, Amber Rose & many more.

Speaker at Influencer Entrepreneur Summit @ SXSW - the evolving landscape at the intersection of brands and content creators

Activating creators o&o channels / devising unique campaigns with digitally native brands to scale ecommerce

a unique lens through which to view digital media, buying and planning.

consultative role w/ a variety of brands and individuals including the Bless Box, Amber Rose Slutbox, Planet Hollywood, Dose of Colors, Two Pillar Management, JLUX Label, Matuse and more.

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01Impactful Offers

What is an impactful offer?

02Key Metrics & Reports

Tracking KPI’s essential to understanding offers

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03Metrics as Levers

Accelerating incremental outcomes

Zooming Out● RPV Tracker● Facebook / Instagram KPI’s

Impactful OffersWhat does it mean to be an IMPACTFUL offer?

An offer is impactful because of it’s direct relationship toward influencing key performance metrics. This includes both those related to ad buying and, speaking more generally, the overall customer journey.

We will learn how specific variables (LEVERS) are sped up and/or slowed down using impactful offers.

Q4 and BFCM - focus on Impactful Offers that ACCELERATE performance, catapulting REVENUE and bringing added strategy to your decision making process.

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If you don’t already have these set up, WHAT THE F%*K

IS GOING ON?

Starting OutIs your ecosystem ready?

● FB Business Manager

● FB Pixel● FB Ads Account● Google Analytics

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“measuring true value,

allowing you to target the right audience,

and ultimately optimizing performance”...

-ZUCK

BUT WHAT ELSE?

FB Pixel TrackingStandard Events

● Page View● View Content● Add to Cart● Purchase

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HIGH LEVEL - offer impact is reflected simply in these

basic metrics

This simplified system allows us to isolate the most

important KEY METRIC to understanding impactful

offers, REVENUE PER VISITOR, or RPV.

RPV TrackerTracking RPV is essential to understanding the incremental impact that offers have on your website

● Date● Revenue● Visits● Orders● RPV● AOV (rpP)● CR%● FB Clicks

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Google Data Studio allows for easy automation & .csv exports

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Create a spreadsheet using the exported report + “Offer” column

SIMPLIFIED:

What outcomes are FB/IG Ad Buys driving?

What does each outcome cost? (cpX)

What does each outcome return? (rpX)

*FB Ads Reporting Custom Metric

Facebook Ads KPI’sKeeping track of incremental outcomes driven by Ad Buying on FB + IG.

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● Date● Impressions● CPM● Amount Spent● Conversion value● ROAS● Link clicks● Content Views● Add to Carts

● Purchases● CPC (link click)● CPVC● CPATC● CPP● rpLC*● rpVC*● rpATC*● rpP* (AOV)

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Custom Metric - rpLC

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Custom Metric - rpVC

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Custom Metric - rpATC

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Custom Metric - rpP (AOV)

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Creating an automated report in Ads Reporting is FREE and EASY.

THINK LIKE THIS:

OUTCOME / COST PER / REVENUE PER

Feel free to adjust the layout to your liking.

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Export your .csv to excel for added capabilities

Impactful OffersThis list includes offers that we HIGHLY recommend using as part of your Q4 Strategy -leading into and following BF/CM

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● Buy One Get One Free● New Product Launches● Single Macro Influencer

Collaboration● Sitewide Sale 20%● Sitewide Sale 25%● Sitewide Sale 30%● Sitewide Sale 40%● Multiple Macro Influencer Collab● Cross-Brand Collabs

● Sweepstakes● Free Gift With Purchase● Free Shipping US / INTL● Buy two get one free● Giveaway● Messenger Giveaway● Payday● Product Bundles / Sets● Sneak Peak● Philanthropy Collab

LeversNow that we have mapped the metrics key to our study, let’s view them as LEVERS we can manipulate.

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● Impressions● CPM● Amount Spent● Conversion value● ROAS● Link clicks● Content Views● Add to Carts● Purchases● CPC (link click)● CPVC● CPATC● CPP

● rpLC*● rpVC*● rpATC*● rpP* (AOV)● Revenue● Visits● Orders● RPV● AOV (rpP)● CR%● FB Clicks● Google Clicks● Email Clicks

Buy One Get One FreeRPV Tracker$750,235 over 4 days

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Buy One Get One FreeFB+IG KPI’s$444,682 Attributed Revenue

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30% Off SitewideNOTE

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30% Off SitewideNOTE

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40% Off SitewideNOTE ABOUT IMPACT ON METRICS / COMPARISON VS 30%

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40% Off SitewideNOTE ABOUT IMPACT ON METRICS / COMPARISON VS 30%

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Discounted Bundles (low AOV)NOTE ABOUT IMPACT ON METRICS

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Discounted Bundles (high AOV)NOTE ABOUT IMPACT ON METRICS / STRATEGIC USE TO OFFSET POTENTIALLY DISCOUNTED AOV FROM OTHER OFFER

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Influencer CollabNOTE ABOUT IMPACT ON METRICS

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Exercise: Guess the OfferOn June 21, the offer was announced.

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For further context, these are the average costs per outcome for the month:

ANSWER: Buy One Get One FreeNOTES ON WHY THIS OFFER? WHAT METRICS SHOULD HAVE BEEN THE GIVEAWAY

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Exercise: Guess the Offer (2)

Averages for context:

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ANSWER: INFLUENCER COLLABNOTES ON WHY THIS OFFER? WHAT METRICS SHOULD HAVE BEEN THE GIVEAWAY

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Exercise: Guess the Offer (2)

Averages for context:

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ANSWER: INFLUENCER COLLABNOTES ON WHY THIS OFFER? WHAT METRICS SHOULD HAVE BEEN THE GIVEAWAY

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Exercise: Guess the Offer (3)

Note

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Averages for context:

ANSWER: DISCOUNTED BEST SELLER BUNDLE - 31% OFF

NOTE

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CONCLUDING REMARKS

USE THIS SYSTEM TO MAP OUT YOUR OFFERS

BE STRATEGIC ABOUT OFFSETTING DISCOUNTS WITH OFFERS THAT COMPENSATE

Hopefully this is helpful for planning Q4 / BF / CM - CHOOSE THE OFFERS THAT MAKE THE MOST IMPACT!

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