Get live statistics and analysis of Jackson Blackledge's profile on X / Twitter
google & youtube ads for dtc brands / tabs, snow, obvi, craftd, agemate, muscle nation, sasha therese, forest super foods, icon amsterdam / daily mentor coach
1kfollowing68kfollowers
The Mentor
Jackson Blackledge is a seasoned Google & YouTube ads expert who champions transparency and education in the DTC advertising world. With a massive volume of tweets, he shares actionable insights, debunks industry secrets, and prioritizes helping others succeed over flaunting material status. At his core, he's a family-oriented coach who values meaningful success beyond the flashy symbols of wealth.
Jackson tweets so much he probably dreams in Google Ads keywordsāgood thing retargeting canāt chase you in real life, or heād never get a break from selling PPC strategies!
Jacksonās life purpose revolves around empowering entrepreneurs and brands by demystifying paid advertising, making advanced marketing knowledge accessible to all, and uplifting those around himāespecially his family and mentees.
He believes that true success is measured not by superficial status symbols but by real, sustainable impact on one's family and community. Knowledge should be freely shared, and industry gatekeeping is a barrier that must be dismantled.
His immense experience (over 32K tweets) combined with a coaching mindset allows him to communicate complex advertising strategies clearly and build genuine trust with his audience.
To grow his audience on X, Jackson should leverage pinned threads showcasing āfree mentorshipā offers like his keyword guides, engage more in X Spaces or live Q&A sessions to deepen relationships, and highlight personal stories from mentees to build social proof and emotional connection.
Despite millions made for clients, Jackson prefers to invest in experiences with family over luxury items like Lamborghinis or Rolexes, showcasing his grounded values.
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Get it done lad š¤š¤š¤","in_reply_to_user_id_str":"1503557654303719425","in_reply_to_status_id_str":"1979105150980460697","is_quote_status":0,"is_ai":null,"ai_score":null}]},{"label":"2025-10-19","value":2,"startTime":1760745600000,"endTime":1760832000000,"tweets":[{"bookmarked":false,"display_text_range":[0,26],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"lang":"en","quoted_status_id_str":"1917518893129650579","quoted_status_permalink":{"url":"https://t.co/WQiNYz8vLn","expanded":"https://twitter.com/blvckledge/status/1917518893129650579","display":"x.com/blvckledge/staā¦"},"retweeted":false,"fact_check":null,"id":"1979426825999913385","view_count":1255,"bookmark_count":2,"created_at":1760767105000,"favorite_count":3,"quote_count":0,"reply_count":0,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1979426825999913385","full_text":"supp brands (must read) ā¬ļø","in_reply_to_user_id_str":null,"in_reply_to_status_id_str":null,"is_quote_status":1,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,276],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"lang":"en","retweeted":false,"fact_check":null,"id":"1979473357792792800","view_count":1299,"bookmark_count":4,"created_at":1760778199000,"favorite_count":8,"quote_count":0,"reply_count":1,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1979473357792792800","full_text":"Weāve been testing AI Max for the past few months.\n\nHere are some takeaways:\n\n1. 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especially down under in aus, heaps of cunts seeing to many ecom dudes shilling courses and wanting the dubai life","in_reply_to_user_id_str":"1365910037021925377","in_reply_to_status_id_str":"1979396236550770691","is_quote_status":0,"is_ai":null,"ai_score":null}]},{"label":"2025-10-20","value":17,"startTime":1760832000000,"endTime":1760918400000,"tweets":[{"bookmarked":false,"display_text_range":[0,277],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"lang":"en","retweeted":false,"fact_check":null,"id":"1980015199902912517","view_count":8076,"bookmark_count":21,"created_at":1760907385000,"favorite_count":90,"quote_count":1,"reply_count":17,"retweet_count":3,"user_id_str":"1240448194984546305","conversation_id_str":"1980015199902912517","full_text":"the whole \"agency space is saturated\" take is cope\n\nitās not saturated itās just full of clowns who bought a course and think theyāre media buyers\n\nwhite label dashboards fake 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200+ Google Ads accounts this year.\n\nFound the same silent killer in almost every single one.\n\nIf you're stuck at your current rev, this is probably why.\n\nHow to fix it in 5 steps: https://t.co/l879muf4DT","in_reply_to_user_id_str":null,"in_reply_to_status_id_str":null,"is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,279],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"lang":"en","retweeted":false,"fact_check":null,"id":"1980311548838264978","view_count":3952,"bookmark_count":7,"created_at":1760978040000,"favorite_count":25,"quote_count":0,"reply_count":1,"retweet_count":2,"user_id_str":"1240448194984546305","conversation_id_str":"1980311548838264978","full_text":"ai media buying is the biggest scam in the game right now\n\nthese āautonomousā tools keep popping up charging the same as agencies or in house ad specialists and calling it innovation. bro if youāre gonna build ai that runs ad accounts at least make it cheaper than hiring a human who actually knows what theyāre doing. same price no brain no accountability whereās the upside in that\n\nai doesnāt get offers or timing it just guesses and hopes for the best. half the time you can build the same thing with n8n and a few scripts if youāve got half a tech team\n\nthe real move isnāt ai replacing media buyers itās ai backing the killers who already know how to drive\n\nai media buying aināt replacing shit itās not a threat itās leverage\n\nand yeah itās solid for one man teams or people just getting into the game gives them leverage they never had before but once real spendās involved ai wonāt save you it just shows who actually knows how to run 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friday dealsā\nā[product] black friday saleā\nā[product] best dealā\n\npeople type ābest collagen black friday dealsā and it pulls everything\n\npricing reviews shipping promos all in one view\n\nno clicks no scroll just answers\n\ngoogle ads will still crush it for conversion\n\nbut ai search will shape the demand before people even hit google\n\nwhoever owns that layer wins twice\n\nthe play is feeding these models clean structured data\n\nrich product feeds metadata reviews synced across site and merchant center\n\nyou want ai to know exactly what your brand sells\n\nso when someone asks it a question\n\nit pulls you 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wish more brands knew how much MORE money they would make\n\nif they actually understood how to stack audience segments on google\n\nhereās a quick breakdown on how we do it for clients:\n\nfirst off, what is audience diversity?\n\nitās how many different types of buyers you can reach across googleās ecosystem\n\nthe more segments you can convert profitably, the higher your ceiling.\n\nIāll use ācreatine powderā as an example:\n\n1. the network layer\n\ngoogle gives you a multi-channel runway to work with:\n\n- Shopping\n- Search\n- YouTube\n- Display & Discovery\n\neach network reaches people with a different intent and mindset.\n\ni recommend starting with the ācore campaignsā:\n\n- Branded Search\n- Branded Shopping\n- Prospecting Search\n- Prospecting Shopping (+pMax)\n\nthis gives you solid coverage across high-intent traffic. most accounts get 60ā80% of their rev from these.\n\nonce those are dialed in, layer in more campaigns like:\n\n- Demand Gen/YouTube\n- TOF Search Ads\n- 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acceptable here\nso they stop pushing as hard. now you have two mid performers.\n\nthe top performer notices this and thinks \"why am i killing myself when these guys coast?\"\n\nthree months later your entire culture is cooked\n\nand you're on twitter blaming \"gen z work ethic\"\n\nno\n\nyou create what you tolerate.","in_reply_to_user_id_str":null,"in_reply_to_status_id_str":null,"is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,168],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"in_reply_to_screen_name":"blvckledge","lang":"en","retweeted":false,"fact_check":null,"id":"1983822032027468155","view_count":875,"bookmark_count":1,"created_at":1761815004000,"favorite_count":1,"quote_count":0,"reply_count":1,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1983822026943950906","full_text":"So what are advertorials?\n\nTheyāre a blend of ads and informational content.\n\nThey are designed like regular blog posts or articles.\n\nBut they subtly promote a product.","in_reply_to_user_id_str":"1240448194984546305","in_reply_to_status_id_str":"1983822026943950906","is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,265],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"in_reply_to_screen_name":"blvckledge","lang":"en","retweeted":false,"fact_check":null,"id":"1983822034531434868","view_count":763,"bookmark_count":0,"created_at":1761815005000,"favorite_count":1,"quote_count":0,"reply_count":1,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1983822026943950906","full_text":"This type of ad is effective because it provides value to the reader.\n\nWhile still soft-selling to them.\n\nThis works great for TOF search adsā¦\n\nSimply because you can target people searching for a problem and then position your product as the solution.\n\nHereās how:","in_reply_to_user_id_str":"1240448194984546305","in_reply_to_status_id_str":"1983822032027468155","is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,244],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"in_reply_to_screen_name":"blvckledge","lang":"en","retweeted":false,"fact_check":null,"id":"1983822038520262739","view_count":676,"bookmark_count":0,"created_at":1761815006000,"favorite_count":0,"quote_count":0,"reply_count":1,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1983822026943950906","full_text":"1. Keyword research\n\nStart with a broad keyword research.\n\nDonāt just focus on high-intent keywords.\n\nLook for keywords your ideal customers are searching.\n\nEverything that solves a problem or fulfills a desire can be spun towards your product.","in_reply_to_user_id_str":"1240448194984546305","in_reply_to_status_id_str":"1983822034531434868","is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,279],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"in_reply_to_screen_name":"blvckledge","lang":"en","retweeted":false,"fact_check":null,"id":"1983822042114736342","view_count":606,"bookmark_count":0,"created_at":1761815007000,"favorite_count":0,"quote_count":0,"reply_count":1,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1983822026943950906","full_text":"For example, \"carnivore diet\" had 368,000 searches in the US in April.\n\nEven if you only sell something related like ābeef supplementā...\n\nBy creating content around this keywordā¦\n\nYou drive a large volume of traffic to your site.\n\nAnd capture this traffic your competitors miss.","in_reply_to_user_id_str":"1240448194984546305","in_reply_to_status_id_str":"1983822038520262739","is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,214],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"in_reply_to_screen_name":"blvckledge","lang":"en","retweeted":false,"fact_check":null,"id":"1983822047785414845","view_count":529,"bookmark_count":0,"created_at":1761815008000,"favorite_count":0,"quote_count":0,"reply_count":1,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1983822026943950906","full_text":"2. SEO\n\nIf you want to make advertorials work on Googleā¦\n\nThey need to be optimized for search engines.\n\nIncorporate the target keywords naturally throughout the content.\n\nFix your internal, external and backlinks.","in_reply_to_user_id_str":"1240448194984546305","in_reply_to_status_id_str":"1983822042114736342","is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,250],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"in_reply_to_screen_name":"blvckledge","lang":"en","retweeted":false,"fact_check":null,"id":"1983822062931059136","view_count":490,"bookmark_count":0,"created_at":1761815012000,"favorite_count":0,"quote_count":0,"reply_count":1,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1983822026943950906","full_text":"3. Authority\n\nA big factor in the success of advertorials is authority.\n\nYou can create that with a study, an influencer, or an expert in the field.\n\nThe goal here is to instill trust.\n\nThe more people trust you, the more chance theyāll buy later on.","in_reply_to_user_id_str":"1240448194984546305","in_reply_to_status_id_str":"1983822047785414845","is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,208],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"in_reply_to_screen_name":"blvckledge","lang":"en","retweeted":false,"fact_check":null,"id":"1983822065577685024","view_count":421,"bookmark_count":0,"created_at":1761815012000,"favorite_count":0,"quote_count":0,"reply_count":1,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1983822026943950906","full_text":"4. Value\n\nAdvertorial wonāt work unless the readers consume and find value from it.\n\nMake it engaging, exciting, and helpful.\n\nIf people like your content and interact with itā¦\n\nGoogle will push it even more.","in_reply_to_user_id_str":"1240448194984546305","in_reply_to_status_id_str":"1983822062931059136","is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,236],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"in_reply_to_screen_name":"blvckledge","lang":"en","retweeted":false,"fact_check":null,"id":"1983822081042125052","view_count":388,"bookmark_count":0,"created_at":1761815016000,"favorite_count":0,"quote_count":0,"reply_count":1,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1983822026943950906","full_text":"5. The āsellingā part\n\nThe readers come to your site to get information.\n\nAnd they don't want to be pushed or sold to.\n\nSo you have to do it in a very smooth way.\n\nShopable links, discount codes, a few CTAs.\n\nThe most important part isā¦","in_reply_to_user_id_str":"1240448194984546305","in_reply_to_status_id_str":"1983822065577685024","is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,247],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"in_reply_to_screen_name":"blvckledge","lang":"en","retweeted":false,"fact_check":null,"id":"1983822083764244783","view_count":376,"bookmark_count":1,"created_at":1761815017000,"favorite_count":0,"quote_count":0,"reply_count":1,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1983822026943950906","full_text":"6. Integrate with your website\n\nMake sure the advertorial blends into your website.\n\nInclude it in the blog section.\n\nLet visitors see the product page, pop-ups, etc.\n\nOnce theyāre in the ābuying environmentā, theyāre much more likely to purchase.","in_reply_to_user_id_str":"1240448194984546305","in_reply_to_status_id_str":"1983822081042125052","is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,222],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"in_reply_to_screen_name":"blvckledge","lang":"en","retweeted":false,"fact_check":null,"id":"1983822088533160068","view_count":1054,"bookmark_count":1,"created_at":1761815018000,"favorite_count":1,"quote_count":0,"reply_count":2,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1983822026943950906","full_text":"Bonus: Remarketing\n\nWhile advertorials work best for TOF trafficā¦\n\nYou can use them for retargeting too.\n\nFor example, if a user abandons their cart, you can retarget them with:\n\n\"10 reasons our customers love our product\"","in_reply_to_user_id_str":"1240448194984546305","in_reply_to_status_id_str":"1983822083764244783","is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,182],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[{"display_url":"calendly.com/echelonn/googlā¦","expanded_url":"https://calendly.com/echelonn/google-youtube-ads-management-nl?month=2024-09","url":"https://t.co/I3IGKGMtwm","indices":[159,182]}],"user_mentions":[]},"favorited":false,"in_reply_to_screen_name":"blvckledge","lang":"en","possibly_sensitive":false,"possibly_sensitive_editable":true,"retweeted":false,"fact_check":null,"id":"1983822091045441654","view_count":1014,"bookmark_count":1,"created_at":1761815018000,"favorite_count":0,"quote_count":0,"reply_count":0,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1983822026943950906","full_text":"If youāre an eCom brand and youād like to scale through SEOā¦\n\nWeāre launching a new SEO service.\n\nBook a call here to get a tailored strategy for your brand:\n\nhttps://t.co/I3IGKGMtwm","in_reply_to_user_id_str":"1240448194984546305","in_reply_to_status_id_str":"1983822088533160068","is_quote_status":0,"is_ai":null,"ai_score":null}]},{"label":"2025-11-01","value":17,"startTime":1761868800000,"endTime":1761955200000,"tweets":[{"bookmarked":false,"display_text_range":[0,303],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"lang":"en","quoted_status_id_str":"1982457553264029983","quoted_status_permalink":{"url":"https://t.co/VqHrNPy33v","expanded":"https://twitter.com/1240448194984546305/status/1982457553264029983","display":"x.com/12404481949845ā¦"},"retweeted":false,"fact_check":null,"id":"1984154464194822352","view_count":3972,"bookmark_count":17,"created_at":1761894262000,"favorite_count":15,"quote_count":1,"reply_count":1,"retweet_count":3,"user_id_str":"1240448194984546305","conversation_id_str":"1984154464194822352","full_text":"šØ google merchant center is adding support for physical subscriptions\n\nwhat you need to know:\n\neligible categories:\n\n> apparel and accessories\n> coffee\n> health care (excl. perscriptions)\n> home and garden\n> personal care\n> pet supplies\n> prepared foods\n> toys\n\nif you're selling in any of these verticals in the US, pay attention\n\nstep 1: verify your google product category is correct\n\nthis is critical. if you're miscategorized, the subscription attributes will flag errors and your products won't show\n\nstep 2: update your product feed with these exact attributes:\n\nsubscription_cost - the recurring price\nsubscription_period - week, month, or year\nperiod_length - how many periods\namount - the actual dollar amount\n\nstep 3: limitations (and the opportunity)\n\ngoogle only supports ONE subscription price per landing page right now\nthat means no tiered pricing.\n\nno \"subscribe for 1, 3, or 5 months\" options on the same page\n\nif you currently have multiple subscription tiers, you need separate landing pages for each\n\nalso: discounts and sales on subscriptions aren't supported yet\n\nthis is going to be huge when it comes to creating and testing subscription-only landing pages and offers\n\nthis comes with its own feed attributes which means you can:\n\n> optimize creative specifically for subscription buyers\n> test subscription-first messaging without confusing one-time purchasers\n> track subscription acquisition costs separately from regular AOV\n> build a customer segment that's naturally higher LTV\n\nif you're to try this...\n\nset up your subscription-only infrastructure\nnew product SKUs in your catalog\nnew landing pages with subscription-first copy\nnew feed in merchant center with subscription attributes\nnew campaigns targeting subscription intent\n\nyes this is more work\n\nthat's why 90% of brands won't do it\nand why you'll have a 6 month head start on them","in_reply_to_user_id_str":null,"in_reply_to_status_id_str":null,"is_quote_status":1,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,277],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"lang":"en","retweeted":false,"fact_check":null,"id":"1984215101893656806","view_count":6044,"bookmark_count":124,"created_at":1761908719000,"favorite_count":81,"quote_count":0,"reply_count":14,"retweet_count":3,"user_id_str":"1240448194984546305","conversation_id_str":"1984215101893656806","full_text":"What landing pages to run with Google ads for higher ROAS:\n\nTOFU (problem aware, not ready to buy):\n\n- blog posts answering their exact question\n- quiz funnels that educate first\n- zero product pushes above fold\n- soft CTAs like \"learn more\" or \"take quiz\"\n- tag everything for retargeting\n\nthese people aren't buying today. stop trying to force it.\n\nMOFU (evaluating solutions):\n\n- comparison pages 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this subscription cpg brand from 10k per week to 10k+ per day spend within 3 months\n\ndemand gen + quiz funnel \n\nearly this year google wasnāt even a channel for them \n\nnow itās the main one\n\nmost google ads agencies donāt have the knowledge or the in house capabilities to actually pull it off\n\nechelonn\nlanding page team\ntech and gmc team\ncreative team\n\nall focused on scaling google ad accounts via prospecting (new customers) \n\nclientās fine breaking even on first sale since ltv and repeat rate are insane\n\nand the clientās a fkn weapon\nnot a weak cunt\nready to scale aggressively\nwhich is why we could push this hard on cold with kpis still tight\n\nthis was all driven by demand gen and a quiz funnel our landing page team built\n\nwarehouse loaded, bfcm goal 20 to 25k per day 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To Scale Google Ads from $0 | MEGA THREAD š§µ\n\nPhase #1: Foundation\n\n3 pillars you need before spending $1:\n\n> Bulletproof Conversion Tracking\n\n> Merchant Center Optimisation\n> First-Party Data Infrastructure\nSkip these and you'll burn through budget with no data to optimize.\n\nHere's how to set up each one correctly:\n\n---\n\nConversion Tracking:\n\nSet only one Primary action per goal for optimisation, mark others as Secondary backups, and set Purchase/Subscription as Account-Default Goal.\n\nCheck Repeat Rate metric for purchase events, it should be close to relevant to your purchase model. i.e. one-time vs. recurring.\n\n---\n\nMerchant Center:\n\nOptimise shipping policies by state/postcode (not generic US-wide)/country, set accurate return windows, and ensure product data quality is pristine.\n\nGoogle will punish poor merchant setups with lower impression share.\n\n---\n\nYour feed needs custom labels for margin, seasonality, and performance segmentation.\n\nThis becomes critical when making bid adjustments at scale.\n\n---\n\nFirst-Party Data:\n\nUpload customer lists. Make audiences for:\n\n> VIP customers\n\n> Buyers\n> Website visitors\n> Non-buyers\nLayer these within your TOF and BOF campaigns.\n\nThis is your fuel for optimising targeting and later breaking into new markets.\n\n---\n\nPhase #2: Campaign Architecture\n\nWhich advertiser will scale faster?\n\nAdvertiser #1: Mixed branded + prospecting in same campaigns\n\nAdvertiser #2: Separated brand and prospecting\nIf you answered Advertiser #1 you're setting yourself up for disaster.\n\nHere's why:\n\n---\n\nAdvertiser #1 Problems:\n\n> Inflated ROAS hiding real prospecting performance\n\n> Rising CPCs on branded terms (often $10-30+ per click!)\n> Can't scale prospecting without overspending on brand\nNow that you understand proper structure, launch these 4 campaign types from day one:\n\n---\n\n4 Core Campaign types:\n\n> Branded Search (Manual CPC, exact/phrase match only)\n\n> Prospecting Search\n> Branded Shopping (Standard Shopping with manual CPC or high target ROAS)\n> Prospecting Shopping/PMax\n---\n\nGeneral Framework per Account Size:\n\nUnder $5K/mo.: One Search (can be mixed), One PMax\n\n$5K-$15K/mo.: Separate Brand and Non-Brand campaigns\nOver $15K/mo.: Further segment by product category or margins\n(good rule of thumb but customise to your marketing mix)\n\n---\n\nNote: If your expected CPA is $X, each campaign needs at least 2X daily budget ($50 CPA = $100/day minimum = ~$3K/month per campaign).\n\n---\n\nBegin with manual bidding for Search campaigns.\n\nEach campaign needs enough budget to generate 2-3 conversions/day minimum for meaningful optimisation data.\n\n---\n\nPhase #3: Data Collection\n\nYour first 14-30 days will look inconsistent. Don't panic if results look weak.\n\nFocus on feed optimisation.\n\nReview search terms at product level.\nWhich products get impressions? What queries drive sales?\n\n---\n\nThen optimise based on real data:\n\nAdd converting keywords to product titles (first 70 characters are most visible)\n\nUpgrade images for high-impression, low-click products (test lifestyle images vs white background)\nFill out optional attributes (color, material, size, pattern)\nBuild negative keyword lists (exclude \"free,\" \"DIY,\" \"tutorial,\" irrelevant terms)\n---\n\nPhase #4: Structural Decisions\n\nHere's when to make the shift to automated bidding:\n\n15 conversions/month: Move to Maximize Conversions (if relevant)\n30 conversions/month: Move to Target CPA (if relevant)\n50 conversions/month: Move to Target ROAS (if relevant)\n---\n\nFor Search campaigns:\n\nAnalyze at ad group level. Split broad targeting into specific ad groups. For example, \"Organic skincare\" and \"anti-aging cream\" should be separate ad groups with tailored messaging.\n\n---\n\nMatch Type:\n\nBrand campaigns: Exact or phrase match ONLY (avoid broad match, it wastes budget on competitor and irrelevant searches)\n\nProspecting: Start with exact/phrase for control, test broad match only with Smart Bidding once you have conversion volume\n\n---\n\nFor Shopping campaigns:\n\nAnalyse at product group level.\n\nHigh impressions + low clicks = image or pricing issue.\n\nHigh clicks + low conversions = landing page problem.\nCreate separate campaigns for your top 20% of products.\n\nThey deserve custom budgets and bidding strategies.\n\n---\n\nPhase #5: Automation & Scaling\n\nOnce you hit the conversion thresholds above, transition to automated bidding.\n\nStart with Maximize Conversions on your prospecting campaigns.\n\nOr Target ROAS/Target CPA based on your conversion volume.\n\n---\n\nAnalyze Search Impression Share, Absolute Top %, and Click Share daily. These tell you how much market share you're capturing. Adjust bids to outspend competitors and claim their spots.\n\n---\n\nScale up when ROAS holds steady for 7+ days and conversion volume shows consistent growth ā Increase budgets by up to 20% weekly (never more than 20% in a single adjustment to maintain stability)\n\nHold if performance shows volatility or external factors create uncertainty\n\nScale down if ROAS drops below target for 3+ consecutive days\n\n---\n\nAt this stage, test top-of-funnel campaigns:\n\nDemand Gen (YouTube + Display on best placements)\n\nTOF Search (informational keywords like \"how to improve gut health naturally\" instead of just \"probiotics for gut health\")\nCompetitor targeting (exact/phrase match on competitor brand names with dedicated comparison landing pages)\nThese are harder to set up and optimize, but there's no ceiling when you crack them.\n\nā\n\nI hope you enjoyed this thread!\n\nI have some advanced TOF strategies I've never shared publicly that turn cold traffic campaigns into profit centers, even on products with little brand recognition.\n\nShould I break this down in a separate thread? RT if you want the advanced scaling playbook.","in_reply_to_user_id_str":null,"in_reply_to_status_id_str":null,"is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,192],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[{"display_url":"echelonn.io","expanded_url":"http://echelonn.io","url":"https://t.co/1Wywq6gxwH","indices":[169,192]}],"user_mentions":[]},"favorited":false,"lang":"en","possibly_sensitive":false,"possibly_sensitive_editable":true,"retweeted":false,"fact_check":null,"id":"1987151368189263887","view_count":1556,"bookmark_count":1,"created_at":1762608780000,"favorite_count":10,"quote_count":0,"reply_count":0,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1987151368189263887","full_text":"opened up a few spots during the week to audit ad accounts prior bfcm\n\ngrab a time if you want to \n\nfree consult call going over your google ad account \n\ngmeet, 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Google Ads for eCom brands. I wasted a bunch of time trying to build other ventures on the side. Learned the hard way that the grass isn't greener on the other side. \n\nTeam:\n\nBuilt a company of 50+ people with specialists in every area. We have ex-Google employees. Absolute killers. Treat people well. Pay them well. Trust them to do their job. That's how you build culture.\n\nMindset:\n\nBe delusional with your goals and learn to be emotionally detached. A client churns? Get another one. Revenue drops? Keep going. Make mistakes? Learn and move on. Always keep the main thing the main thing.\n\nHonestly, there's so much more I could write.\n\nBut the biggest takeaway is this: things take time to compound.\n\nPut in the input and the output will just happen.\n\nTo anyone reading this who's in the trenches right now: keep putting in the hours. Your time is coming.\n\nIām grateful for the people Iāve met. Grateful for the wins & the losses. 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quick win in google ads and seo right now is ātop X productsā landing pages\n\nthe lander below pulled $94Kmo in spend on Search even though it looks ugly asf\n\nhereās the play:\n\nyou build a page that lists 7+ competitors and host it on a separate domain\n\nthe point is to cover a broad range of keywords so you can rank for searches like:\n\nā[competitor brand] alternativesā\nābest [product category]ā\nā[competitor brand] reviewsā\n\nperfect for solution aware audiences who are comparing options\n\nwe usually structure them like this:\n\n1. headline\n\n2. agitate how important it is to pick the right product\n\n3. explain how we made the list (āwe spoke to 10 experts in this categoryā)\n\n4. our product at #1 and why (position cons into non-issues like āonly available onlineā)\n\n5. list other products, but focus on their downsides\n\n6. end with a comparison chart āour product vs othersā\n7. cta\n\nyou can go 2 routes with these:\n\noption one: āindependent reviewā sites\n\nthese tend to be more aggressive\n\nthey highlight both pros & cons of competitors and donāt reveal that you own this page\n\noption two: branded pages\n\nthese keep the design clean and make it clear that they belong to your brand\n\nno negative talk about competitors, more of an informative tone\n\nideal when youāre up against massive brands who could come after you legally.\n\na few rules to make them work:\n\n- keep a non-biased tone. donāt make it obvious that youāre promoting yourself\n- subtly position other options as inferior by highlighting your USPs & their weaknesses\n- link back to your product everywhere itās mentioned\n\nfrom our audits, barely anyoneās running these right now\n\nwhich means thereās a massive edge for those who execute them well.","in_reply_to_user_id_str":null,"in_reply_to_status_id_str":null,"is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[16,74],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[{"id_str":"1503557654303719425","name":"Ryan","screen_name":"PerformanceMax","indices":[0,15]},{"id_str":"1261335549215989760","name":"Polymarket","screen_name":"Polymarket","indices":[16,27]}]},"favorited":false,"in_reply_to_screen_name":"PerformanceMax","lang":"en","retweeted":false,"fact_check":null,"id":"1979132111530623291","view_count":129,"bookmark_count":0,"created_at":1760696840000,"favorite_count":0,"quote_count":0,"reply_count":0,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1979105150980460697","full_text":"@PerformanceMax @Polymarket odds = 100% yes\n\nMy guy!!! Get it done lad š¤š¤š¤","in_reply_to_user_id_str":"1503557654303719425","in_reply_to_status_id_str":"1979105150980460697","is_quote_status":0,"is_ai":null,"ai_score":null}]},{"label":"2025-10-19","value":6,"startTime":1760745600000,"endTime":1760832000000,"tweets":[{"bookmarked":false,"display_text_range":[0,26],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"lang":"en","quoted_status_id_str":"1917518893129650579","quoted_status_permalink":{"url":"https://t.co/WQiNYz8vLn","expanded":"https://twitter.com/blvckledge/status/1917518893129650579","display":"x.com/blvckledge/staā¦"},"retweeted":false,"fact_check":null,"id":"1979426825999913385","view_count":1255,"bookmark_count":2,"created_at":1760767105000,"favorite_count":3,"quote_count":0,"reply_count":0,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1979426825999913385","full_text":"supp brands (must read) ā¬ļø","in_reply_to_user_id_str":null,"in_reply_to_status_id_str":null,"is_quote_status":1,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,276],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"lang":"en","retweeted":false,"fact_check":null,"id":"1979473357792792800","view_count":1299,"bookmark_count":4,"created_at":1760778199000,"favorite_count":8,"quote_count":0,"reply_count":1,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1979473357792792800","full_text":"Weāve been testing AI Max for the past few months.\n\nHere are some takeaways:\n\n1. 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Keyword research\n\nStart with a broad keyword research.\n\nDonāt just focus on high-intent keywords.\n\nLook for keywords your ideal customers are searching.\n\nEverything that solves a problem or fulfills a desire can be spun towards your product.","in_reply_to_user_id_str":"1240448194984546305","in_reply_to_status_id_str":"1983822034531434868","is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,279],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"in_reply_to_screen_name":"blvckledge","lang":"en","retweeted":false,"fact_check":null,"id":"1983822042114736342","view_count":606,"bookmark_count":0,"created_at":1761815007000,"favorite_count":0,"quote_count":0,"reply_count":1,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1983822026943950906","full_text":"For example, \"carnivore diet\" had 368,000 searches in the US in April.\n\nEven if you only sell something related like ābeef supplementā...\n\nBy creating content around this keywordā¦\n\nYou drive a large volume of traffic to your site.\n\nAnd capture this traffic your competitors miss.","in_reply_to_user_id_str":"1240448194984546305","in_reply_to_status_id_str":"1983822038520262739","is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,214],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"in_reply_to_screen_name":"blvckledge","lang":"en","retweeted":false,"fact_check":null,"id":"1983822047785414845","view_count":529,"bookmark_count":0,"created_at":1761815008000,"favorite_count":0,"quote_count":0,"reply_count":1,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1983822026943950906","full_text":"2. 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To Scale Google Ads from $0 | MEGA THREAD š§µ\n\nPhase #1: Foundation\n\n3 pillars you need before spending $1:\n\n> Bulletproof Conversion Tracking\n\n> Merchant Center Optimisation\n> First-Party Data Infrastructure\nSkip these and you'll burn through budget with no data to optimize.\n\nHere's how to set up each one correctly:\n\n---\n\nConversion Tracking:\n\nSet only one Primary action per goal for optimisation, mark others as Secondary backups, and set Purchase/Subscription as Account-Default Goal.\n\nCheck Repeat Rate metric for purchase events, it should be close to relevant to your purchase model. i.e. one-time vs. recurring.\n\n---\n\nMerchant Center:\n\nOptimise shipping policies by state/postcode (not generic US-wide)/country, set accurate return windows, and ensure product data quality is pristine.\n\nGoogle will punish poor merchant setups with lower impression share.\n\n---\n\nYour feed needs custom labels for margin, seasonality, and performance segmentation.\n\nThis becomes critical when making bid adjustments at scale.\n\n---\n\nFirst-Party Data:\n\nUpload customer lists. Make audiences for:\n\n> VIP customers\n\n> Buyers\n> Website visitors\n> Non-buyers\nLayer these within your TOF and BOF campaigns.\n\nThis is your fuel for optimising targeting and later breaking into new markets.\n\n---\n\nPhase #2: Campaign Architecture\n\nWhich advertiser will scale faster?\n\nAdvertiser #1: Mixed branded + prospecting in same campaigns\n\nAdvertiser #2: Separated brand and prospecting\nIf you answered Advertiser #1 you're setting yourself up for disaster.\n\nHere's why:\n\n---\n\nAdvertiser #1 Problems:\n\n> Inflated ROAS hiding real prospecting performance\n\n> Rising CPCs on branded terms (often $10-30+ per click!)\n> Can't scale prospecting without overspending on brand\nNow that you understand proper structure, launch these 4 campaign types from day one:\n\n---\n\n4 Core Campaign types:\n\n> Branded Search (Manual CPC, exact/phrase match only)\n\n> Prospecting Search\n> Branded Shopping (Standard Shopping with manual CPC or high target ROAS)\n> Prospecting Shopping/PMax\n---\n\nGeneral Framework per Account Size:\n\nUnder $5K/mo.: One Search (can be mixed), One PMax\n\n$5K-$15K/mo.: Separate Brand and Non-Brand campaigns\nOver $15K/mo.: Further segment by product category or margins\n(good rule of thumb but customise to your marketing mix)\n\n---\n\nNote: If your expected CPA is $X, each campaign needs at least 2X daily budget ($50 CPA = $100/day minimum = ~$3K/month per campaign).\n\n---\n\nBegin with manual bidding for Search campaigns.\n\nEach campaign needs enough budget to generate 2-3 conversions/day minimum for meaningful optimisation data.\n\n---\n\nPhase #3: Data Collection\n\nYour first 14-30 days will look inconsistent. Don't panic if results look weak.\n\nFocus on feed optimisation.\n\nReview search terms at product level.\nWhich products get impressions? What queries drive sales?\n\n---\n\nThen optimise based on real data:\n\nAdd converting keywords to product titles (first 70 characters are most visible)\n\nUpgrade images for high-impression, low-click products (test lifestyle images vs white background)\nFill out optional attributes (color, material, size, pattern)\nBuild negative keyword lists (exclude \"free,\" \"DIY,\" \"tutorial,\" irrelevant terms)\n---\n\nPhase #4: Structural Decisions\n\nHere's when to make the shift to automated bidding:\n\n15 conversions/month: Move to Maximize Conversions (if relevant)\n30 conversions/month: Move to Target CPA (if relevant)\n50 conversions/month: Move to Target ROAS (if relevant)\n---\n\nFor Search campaigns:\n\nAnalyze at ad group level. Split broad targeting into specific ad groups. For example, \"Organic skincare\" and \"anti-aging cream\" should be separate ad groups with tailored messaging.\n\n---\n\nMatch Type:\n\nBrand campaigns: Exact or phrase match ONLY (avoid broad match, it wastes budget on competitor and irrelevant searches)\n\nProspecting: Start with exact/phrase for control, test broad match only with Smart Bidding once you have conversion volume\n\n---\n\nFor Shopping campaigns:\n\nAnalyse at product group level.\n\nHigh impressions + low clicks = image or pricing issue.\n\nHigh clicks + low conversions = landing page problem.\nCreate separate campaigns for your top 20% of products.\n\nThey deserve custom budgets and bidding strategies.\n\n---\n\nPhase #5: Automation & Scaling\n\nOnce you hit the conversion thresholds above, transition to automated bidding.\n\nStart with Maximize Conversions on your prospecting campaigns.\n\nOr Target ROAS/Target CPA based on your conversion volume.\n\n---\n\nAnalyze Search Impression Share, Absolute Top %, and Click Share daily. These tell you how much market share you're capturing. Adjust bids to outspend competitors and claim their spots.\n\n---\n\nScale up when ROAS holds steady for 7+ days and conversion volume shows consistent growth ā Increase budgets by up to 20% weekly (never more than 20% in a single adjustment to maintain stability)\n\nHold if performance shows volatility or external factors create uncertainty\n\nScale down if ROAS drops below target for 3+ consecutive days\n\n---\n\nAt this stage, test top-of-funnel campaigns:\n\nDemand Gen (YouTube + Display on best placements)\n\nTOF Search (informational keywords like \"how to improve gut health naturally\" instead of just \"probiotics for gut health\")\nCompetitor targeting (exact/phrase match on competitor brand names with dedicated comparison landing pages)\nThese are harder to set up and optimize, but there's no ceiling when you crack them.\n\nā\n\nI hope you enjoyed this thread!\n\nI have some advanced TOF strategies I've never shared publicly that turn cold traffic campaigns into profit centers, even on products with little brand recognition.\n\nShould I break this down in a separate thread? RT if you want the advanced scaling playbook.","in_reply_to_user_id_str":null,"in_reply_to_status_id_str":null,"is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,192],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[{"display_url":"echelonn.io","expanded_url":"http://echelonn.io","url":"https://t.co/1Wywq6gxwH","indices":[169,192]}],"user_mentions":[]},"favorited":false,"lang":"en","possibly_sensitive":false,"possibly_sensitive_editable":true,"retweeted":false,"fact_check":null,"id":"1987151368189263887","view_count":1556,"bookmark_count":1,"created_at":1762608780000,"favorite_count":10,"quote_count":0,"reply_count":0,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1987151368189263887","full_text":"opened up a few spots during the week to audit ad accounts prior bfcm\n\ngrab a time if you want to \n\nfree consult call going over your google ad account \n\ngmeet, 30mins\n\nhttps://t.co/1Wywq6gxwH","in_reply_to_user_id_str":null,"in_reply_to_status_id_str":null,"is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[15,83],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[{"id_str":"866358709122875394","name":"Jimmy Farley","screen_name":"JimmyFarley00","indices":[0,14]}]},"favorited":false,"in_reply_to_screen_name":"JimmyFarley00","lang":"en","retweeted":false,"fact_check":null,"id":"1986997446548070406","view_count":216,"bookmark_count":0,"created_at":1762572082000,"favorite_count":1,"quote_count":0,"reply_count":0,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1986917930710495664","full_text":"@JimmyFarley00 chin up brother, bader watching down on you \n\ngod bless to you all 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acceptable here\nso they stop pushing as hard. now you have two mid performers.\n\nthe top performer notices this and thinks \"why am i killing myself when these guys coast?\"\n\nthree months later your entire culture is cooked\n\nand you're on twitter blaming \"gen z work ethic\"\n\nno\n\nyou create what you tolerate.","in_reply_to_user_id_str":null,"in_reply_to_status_id_str":null,"is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,168],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"in_reply_to_screen_name":"blvckledge","lang":"en","retweeted":false,"fact_check":null,"id":"1983822032027468155","view_count":875,"bookmark_count":1,"created_at":1761815004000,"favorite_count":1,"quote_count":0,"reply_count":1,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1983822026943950906","full_text":"So what are advertorials?\n\nTheyāre a blend of ads and informational content.\n\nThey are designed like regular blog posts or articles.\n\nBut they subtly promote a product.","in_reply_to_user_id_str":"1240448194984546305","in_reply_to_status_id_str":"1983822026943950906","is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,265],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"in_reply_to_screen_name":"blvckledge","lang":"en","retweeted":false,"fact_check":null,"id":"1983822034531434868","view_count":763,"bookmark_count":0,"created_at":1761815005000,"favorite_count":1,"quote_count":0,"reply_count":1,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1983822026943950906","full_text":"This type of ad is effective because it provides value to the reader.\n\nWhile still soft-selling to them.\n\nThis works great for TOF search adsā¦\n\nSimply because you can target people searching for a problem and then position your product as the solution.\n\nHereās how:","in_reply_to_user_id_str":"1240448194984546305","in_reply_to_status_id_str":"1983822032027468155","is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,244],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"in_reply_to_screen_name":"blvckledge","lang":"en","retweeted":false,"fact_check":null,"id":"1983822038520262739","view_count":676,"bookmark_count":0,"created_at":1761815006000,"favorite_count":0,"quote_count":0,"reply_count":1,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1983822026943950906","full_text":"1. Keyword research\n\nStart with a broad keyword research.\n\nDonāt just focus on high-intent keywords.\n\nLook for keywords your ideal customers are searching.\n\nEverything that solves a problem or fulfills a desire can be spun towards your product.","in_reply_to_user_id_str":"1240448194984546305","in_reply_to_status_id_str":"1983822034531434868","is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,279],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"in_reply_to_screen_name":"blvckledge","lang":"en","retweeted":false,"fact_check":null,"id":"1983822042114736342","view_count":606,"bookmark_count":0,"created_at":1761815007000,"favorite_count":0,"quote_count":0,"reply_count":1,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1983822026943950906","full_text":"For example, \"carnivore diet\" had 368,000 searches in the US in April.\n\nEven if you only sell something related like ābeef supplementā...\n\nBy creating content around this keywordā¦\n\nYou drive a large volume of traffic to your site.\n\nAnd capture this traffic your competitors miss.","in_reply_to_user_id_str":"1240448194984546305","in_reply_to_status_id_str":"1983822038520262739","is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,214],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"in_reply_to_screen_name":"blvckledge","lang":"en","retweeted":false,"fact_check":null,"id":"1983822047785414845","view_count":529,"bookmark_count":0,"created_at":1761815008000,"favorite_count":0,"quote_count":0,"reply_count":1,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1983822026943950906","full_text":"2. SEO\n\nIf you want to make advertorials work on Googleā¦\n\nThey need to be optimized for search engines.\n\nIncorporate the target keywords naturally throughout the content.\n\nFix your internal, external and backlinks.","in_reply_to_user_id_str":"1240448194984546305","in_reply_to_status_id_str":"1983822042114736342","is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,250],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"in_reply_to_screen_name":"blvckledge","lang":"en","retweeted":false,"fact_check":null,"id":"1983822062931059136","view_count":490,"bookmark_count":0,"created_at":1761815012000,"favorite_count":0,"quote_count":0,"reply_count":1,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1983822026943950906","full_text":"3. Authority\n\nA big factor in the success of advertorials is authority.\n\nYou can create that with a study, an influencer, or an expert in the field.\n\nThe goal here is to instill trust.\n\nThe more people trust you, the more chance theyāll buy later on.","in_reply_to_user_id_str":"1240448194984546305","in_reply_to_status_id_str":"1983822047785414845","is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,208],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"in_reply_to_screen_name":"blvckledge","lang":"en","retweeted":false,"fact_check":null,"id":"1983822065577685024","view_count":421,"bookmark_count":0,"created_at":1761815012000,"favorite_count":0,"quote_count":0,"reply_count":1,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1983822026943950906","full_text":"4. Value\n\nAdvertorial wonāt work unless the readers consume and find value from it.\n\nMake it engaging, exciting, and helpful.\n\nIf people like your content and interact with itā¦\n\nGoogle will push it even more.","in_reply_to_user_id_str":"1240448194984546305","in_reply_to_status_id_str":"1983822062931059136","is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,236],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"in_reply_to_screen_name":"blvckledge","lang":"en","retweeted":false,"fact_check":null,"id":"1983822081042125052","view_count":388,"bookmark_count":0,"created_at":1761815016000,"favorite_count":0,"quote_count":0,"reply_count":1,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1983822026943950906","full_text":"5. The āsellingā part\n\nThe readers come to your site to get information.\n\nAnd they don't want to be pushed or sold to.\n\nSo you have to do it in a very smooth way.\n\nShopable links, discount codes, a few CTAs.\n\nThe most important part isā¦","in_reply_to_user_id_str":"1240448194984546305","in_reply_to_status_id_str":"1983822065577685024","is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,247],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"in_reply_to_screen_name":"blvckledge","lang":"en","retweeted":false,"fact_check":null,"id":"1983822083764244783","view_count":376,"bookmark_count":1,"created_at":1761815017000,"favorite_count":0,"quote_count":0,"reply_count":1,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1983822026943950906","full_text":"6. Integrate with your website\n\nMake sure the advertorial blends into your website.\n\nInclude it in the blog section.\n\nLet visitors see the product page, pop-ups, etc.\n\nOnce theyāre in the ābuying environmentā, theyāre much more likely to purchase.","in_reply_to_user_id_str":"1240448194984546305","in_reply_to_status_id_str":"1983822081042125052","is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,222],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"in_reply_to_screen_name":"blvckledge","lang":"en","retweeted":false,"fact_check":null,"id":"1983822088533160068","view_count":1054,"bookmark_count":1,"created_at":1761815018000,"favorite_count":1,"quote_count":0,"reply_count":2,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1983822026943950906","full_text":"Bonus: Remarketing\n\nWhile advertorials work best for TOF trafficā¦\n\nYou can use them for retargeting too.\n\nFor example, if a user abandons their cart, you can retarget them with:\n\n\"10 reasons our customers love our product\"","in_reply_to_user_id_str":"1240448194984546305","in_reply_to_status_id_str":"1983822083764244783","is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,182],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[{"display_url":"calendly.com/echelonn/googlā¦","expanded_url":"https://calendly.com/echelonn/google-youtube-ads-management-nl?month=2024-09","url":"https://t.co/I3IGKGMtwm","indices":[159,182]}],"user_mentions":[]},"favorited":false,"in_reply_to_screen_name":"blvckledge","lang":"en","possibly_sensitive":false,"possibly_sensitive_editable":true,"retweeted":false,"fact_check":null,"id":"1983822091045441654","view_count":1014,"bookmark_count":1,"created_at":1761815018000,"favorite_count":0,"quote_count":0,"reply_count":0,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1983822026943950906","full_text":"If youāre an eCom brand and youād like to scale through SEOā¦\n\nWeāre launching a new SEO service.\n\nBook a call here to get a tailored strategy for your brand:\n\nhttps://t.co/I3IGKGMtwm","in_reply_to_user_id_str":"1240448194984546305","in_reply_to_status_id_str":"1983822088533160068","is_quote_status":0,"is_ai":null,"ai_score":null}]},{"label":"2025-11-01","value":7,"startTime":1761868800000,"endTime":1761955200000,"tweets":[{"bookmarked":false,"display_text_range":[0,303],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"lang":"en","quoted_status_id_str":"1982457553264029983","quoted_status_permalink":{"url":"https://t.co/VqHrNPy33v","expanded":"https://twitter.com/1240448194984546305/status/1982457553264029983","display":"x.com/12404481949845ā¦"},"retweeted":false,"fact_check":null,"id":"1984154464194822352","view_count":3972,"bookmark_count":17,"created_at":1761894262000,"favorite_count":15,"quote_count":1,"reply_count":1,"retweet_count":3,"user_id_str":"1240448194984546305","conversation_id_str":"1984154464194822352","full_text":"šØ google merchant center is adding support for physical subscriptions\n\nwhat you need to know:\n\neligible categories:\n\n> apparel and accessories\n> coffee\n> health care (excl. perscriptions)\n> home and garden\n> personal care\n> pet supplies\n> prepared foods\n> toys\n\nif you're selling in any of these verticals in the US, pay attention\n\nstep 1: verify your google product category is correct\n\nthis is critical. if you're miscategorized, the subscription attributes will flag errors and your products won't show\n\nstep 2: update your product feed with these exact attributes:\n\nsubscription_cost - the recurring price\nsubscription_period - week, month, or year\nperiod_length - how many periods\namount - the actual dollar amount\n\nstep 3: limitations (and the opportunity)\n\ngoogle only supports ONE subscription price per landing page right now\nthat means no tiered pricing.\n\nno \"subscribe for 1, 3, or 5 months\" options on the same page\n\nif you currently have multiple subscription tiers, you need separate landing pages for each\n\nalso: discounts and sales on subscriptions aren't supported yet\n\nthis is going to be huge when it comes to creating and testing subscription-only landing pages and offers\n\nthis comes with its own feed attributes which means you can:\n\n> optimize creative specifically for subscription buyers\n> test subscription-first messaging without confusing one-time purchasers\n> track subscription acquisition costs separately from regular AOV\n> build a customer segment that's naturally higher LTV\n\nif you're to try this...\n\nset up your subscription-only infrastructure\nnew product SKUs in your catalog\nnew landing pages with subscription-first copy\nnew feed in merchant center with subscription attributes\nnew campaigns targeting subscription intent\n\nyes this is more work\n\nthat's why 90% of brands won't do it\nand why you'll have a 6 month head start on them","in_reply_to_user_id_str":null,"in_reply_to_status_id_str":null,"is_quote_status":1,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,277],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"lang":"en","retweeted":false,"fact_check":null,"id":"1984215101893656806","view_count":6044,"bookmark_count":124,"created_at":1761908719000,"favorite_count":81,"quote_count":0,"reply_count":14,"retweet_count":3,"user_id_str":"1240448194984546305","conversation_id_str":"1984215101893656806","full_text":"What landing pages to run with Google ads for higher ROAS:\n\nTOFU (problem aware, not ready to buy):\n\n- blog posts answering their exact question\n- quiz funnels that educate first\n- zero product pushes above fold\n- soft CTAs like \"learn more\" or \"take quiz\"\n- tag everything for retargeting\n\nthese people aren't buying today. stop trying to force it.\n\nMOFU (evaluating solutions):\n\n- comparison pages 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this subscription cpg brand from 10k per week to 10k+ per day spend within 3 months\n\ndemand gen + quiz funnel \n\nearly this year google wasnāt even a channel for them \n\nnow itās the main one\n\nmost google ads agencies donāt have the knowledge or the in house capabilities to actually pull it off\n\nechelonn\nlanding page team\ntech and gmc team\ncreative team\n\nall focused on scaling google ad accounts via prospecting (new customers) \n\nclientās fine breaking even on first sale since ltv and repeat rate are insane\n\nand the clientās a fkn weapon\nnot a weak cunt\nready to scale aggressively\nwhich is why we could push this hard on cold with kpis still tight\n\nthis was all driven by demand gen and a quiz funnel our landing page team built\n\nwarehouse loaded, bfcm goal 20 to 25k per day 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To Scale Google Ads from $0 | MEGA THREAD š§µ\n\nPhase #1: Foundation\n\n3 pillars you need before spending $1:\n\n> Bulletproof Conversion Tracking\n\n> Merchant Center Optimisation\n> First-Party Data Infrastructure\nSkip these and you'll burn through budget with no data to optimize.\n\nHere's how to set up each one correctly:\n\n---\n\nConversion Tracking:\n\nSet only one Primary action per goal for optimisation, mark others as Secondary backups, and set Purchase/Subscription as Account-Default Goal.\n\nCheck Repeat Rate metric for purchase events, it should be close to relevant to your purchase model. i.e. one-time vs. recurring.\n\n---\n\nMerchant Center:\n\nOptimise shipping policies by state/postcode (not generic US-wide)/country, set accurate return windows, and ensure product data quality is pristine.\n\nGoogle will punish poor merchant setups with lower impression share.\n\n---\n\nYour feed needs custom labels for margin, seasonality, and performance segmentation.\n\nThis becomes critical when making bid adjustments at scale.\n\n---\n\nFirst-Party Data:\n\nUpload customer lists. Make audiences for:\n\n> VIP customers\n\n> Buyers\n> Website visitors\n> Non-buyers\nLayer these within your TOF and BOF campaigns.\n\nThis is your fuel for optimising targeting and later breaking into new markets.\n\n---\n\nPhase #2: Campaign Architecture\n\nWhich advertiser will scale faster?\n\nAdvertiser #1: Mixed branded + prospecting in same campaigns\n\nAdvertiser #2: Separated brand and prospecting\nIf you answered Advertiser #1 you're setting yourself up for disaster.\n\nHere's why:\n\n---\n\nAdvertiser #1 Problems:\n\n> Inflated ROAS hiding real prospecting performance\n\n> Rising CPCs on branded terms (often $10-30+ per click!)\n> Can't scale prospecting without overspending on brand\nNow that you understand proper structure, launch these 4 campaign types from day one:\n\n---\n\n4 Core Campaign types:\n\n> Branded Search (Manual CPC, exact/phrase match only)\n\n> Prospecting Search\n> Branded Shopping (Standard Shopping with manual CPC or high target ROAS)\n> Prospecting Shopping/PMax\n---\n\nGeneral Framework per Account Size:\n\nUnder $5K/mo.: One Search (can be mixed), One PMax\n\n$5K-$15K/mo.: Separate Brand and Non-Brand campaigns\nOver $15K/mo.: Further segment by product category or margins\n(good rule of thumb but customise to your marketing mix)\n\n---\n\nNote: If your expected CPA is $X, each campaign needs at least 2X daily budget ($50 CPA = $100/day minimum = ~$3K/month per campaign).\n\n---\n\nBegin with manual bidding for Search campaigns.\n\nEach campaign needs enough budget to generate 2-3 conversions/day minimum for meaningful optimisation data.\n\n---\n\nPhase #3: Data Collection\n\nYour first 14-30 days will look inconsistent. Don't panic if results look weak.\n\nFocus on feed optimisation.\n\nReview search terms at product level.\nWhich products get impressions? What queries drive sales?\n\n---\n\nThen optimise based on real data:\n\nAdd converting keywords to product titles (first 70 characters are most visible)\n\nUpgrade images for high-impression, low-click products (test lifestyle images vs white background)\nFill out optional attributes (color, material, size, pattern)\nBuild negative keyword lists (exclude \"free,\" \"DIY,\" \"tutorial,\" irrelevant terms)\n---\n\nPhase #4: Structural Decisions\n\nHere's when to make the shift to automated bidding:\n\n15 conversions/month: Move to Maximize Conversions (if relevant)\n30 conversions/month: Move to Target CPA (if relevant)\n50 conversions/month: Move to Target ROAS (if relevant)\n---\n\nFor Search campaigns:\n\nAnalyze at ad group level. Split broad targeting into specific ad groups. For example, \"Organic skincare\" and \"anti-aging cream\" should be separate ad groups with tailored messaging.\n\n---\n\nMatch Type:\n\nBrand campaigns: Exact or phrase match ONLY (avoid broad match, it wastes budget on competitor and irrelevant searches)\n\nProspecting: Start with exact/phrase for control, test broad match only with Smart Bidding once you have conversion volume\n\n---\n\nFor Shopping campaigns:\n\nAnalyse at product group level.\n\nHigh impressions + low clicks = image or pricing issue.\n\nHigh clicks + low conversions = landing page problem.\nCreate separate campaigns for your top 20% of products.\n\nThey deserve custom budgets and bidding strategies.\n\n---\n\nPhase #5: Automation & Scaling\n\nOnce you hit the conversion thresholds above, transition to automated bidding.\n\nStart with Maximize Conversions on your prospecting campaigns.\n\nOr Target ROAS/Target CPA based on your conversion volume.\n\n---\n\nAnalyze Search Impression Share, Absolute Top %, and Click Share daily. These tell you how much market share you're capturing. Adjust bids to outspend competitors and claim their spots.\n\n---\n\nScale up when ROAS holds steady for 7+ days and conversion volume shows consistent growth ā Increase budgets by up to 20% weekly (never more than 20% in a single adjustment to maintain stability)\n\nHold if performance shows volatility or external factors create uncertainty\n\nScale down if ROAS drops below target for 3+ consecutive days\n\n---\n\nAt this stage, test top-of-funnel campaigns:\n\nDemand Gen (YouTube + Display on best placements)\n\nTOF Search (informational keywords like \"how to improve gut health naturally\" instead of just \"probiotics for gut health\")\nCompetitor targeting (exact/phrase match on competitor brand names with dedicated comparison landing pages)\nThese are harder to set up and optimize, but there's no ceiling when you crack them.\n\nā\n\nI hope you enjoyed this thread!\n\nI have some advanced TOF strategies I've never shared publicly that turn cold traffic campaigns into profit centers, even on products with little brand recognition.\n\nShould I break this down in a separate thread? RT if you want the advanced scaling playbook.","in_reply_to_user_id_str":null,"in_reply_to_status_id_str":null,"is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,192],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[{"display_url":"echelonn.io","expanded_url":"http://echelonn.io","url":"https://t.co/1Wywq6gxwH","indices":[169,192]}],"user_mentions":[]},"favorited":false,"lang":"en","possibly_sensitive":false,"possibly_sensitive_editable":true,"retweeted":false,"fact_check":null,"id":"1987151368189263887","view_count":1556,"bookmark_count":1,"created_at":1762608780000,"favorite_count":10,"quote_count":0,"reply_count":0,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1987151368189263887","full_text":"opened up a few spots during the week to audit ad accounts prior bfcm\n\ngrab a time if you want to \n\nfree consult call going over your google ad account \n\ngmeet, 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Google Ads for eCom brands. I wasted a bunch of time trying to build other ventures on the side. Learned the hard way that the grass isn't greener on the other side. \n\nTeam:\n\nBuilt a company of 50+ people with specialists in every area. We have ex-Google employees. Absolute killers. Treat people well. Pay them well. Trust them to do their job. That's how you build culture.\n\nMindset:\n\nBe delusional with your goals and learn to be emotionally detached. A client churns? Get another one. Revenue drops? Keep going. Make mistakes? Learn and move on. Always keep the main thing the main thing.\n\nHonestly, there's so much more I could write.\n\nBut the biggest takeaway is this: things take time to compound.\n\nPut in the input and the output will just happen.\n\nTo anyone reading this who's in the trenches right now: keep putting in the hours. Your time is coming.\n\nIām grateful for the people Iāve met. Grateful for the wins & the losses. 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quick win in google ads and seo right now is ātop X productsā landing pages\n\nthe lander below pulled $94Kmo in spend on Search even though it looks ugly asf\n\nhereās the play:\n\nyou build a page that lists 7+ competitors and host it on a separate domain\n\nthe point is to cover a broad range of keywords so you can rank for searches like:\n\nā[competitor brand] alternativesā\nābest [product category]ā\nā[competitor brand] reviewsā\n\nperfect for solution aware audiences who are comparing options\n\nwe usually structure them like this:\n\n1. headline\n\n2. agitate how important it is to pick the right product\n\n3. explain how we made the list (āwe spoke to 10 experts in this categoryā)\n\n4. our product at #1 and why (position cons into non-issues like āonly available onlineā)\n\n5. list other products, but focus on their downsides\n\n6. end with a comparison chart āour product vs othersā\n7. cta\n\nyou can go 2 routes with these:\n\noption one: āindependent reviewā sites\n\nthese tend to be more aggressive\n\nthey highlight both pros & cons of competitors and donāt reveal that you own this page\n\noption two: branded pages\n\nthese keep the design clean and make it clear that they belong to your brand\n\nno negative talk about competitors, more of an informative tone\n\nideal when youāre up against massive brands who could come after you legally.\n\na few rules to make them work:\n\n- keep a non-biased tone. donāt make it obvious that youāre promoting yourself\n- subtly position other options as inferior by highlighting your USPs & their weaknesses\n- link back to your product everywhere itās mentioned\n\nfrom our audits, barely anyoneās running these right now\n\nwhich means thereās a massive edge for those who execute them well.","in_reply_to_user_id_str":null,"in_reply_to_status_id_str":null,"is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[16,74],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[{"id_str":"1503557654303719425","name":"Ryan","screen_name":"PerformanceMax","indices":[0,15]},{"id_str":"1261335549215989760","name":"Polymarket","screen_name":"Polymarket","indices":[16,27]}]},"favorited":false,"in_reply_to_screen_name":"PerformanceMax","lang":"en","retweeted":false,"fact_check":null,"id":"1979132111530623291","view_count":129,"bookmark_count":0,"created_at":1760696840000,"favorite_count":0,"quote_count":0,"reply_count":0,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1979105150980460697","full_text":"@PerformanceMax @Polymarket odds = 100% yes\n\nMy guy!!! Get it done lad š¤š¤š¤","in_reply_to_user_id_str":"1503557654303719425","in_reply_to_status_id_str":"1979105150980460697","is_quote_status":0,"is_ai":null,"ai_score":null}]},{"label":"2025-10-19","value":18,"startTime":1760745600000,"endTime":1760832000000,"tweets":[{"bookmarked":false,"display_text_range":[0,26],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"lang":"en","quoted_status_id_str":"1917518893129650579","quoted_status_permalink":{"url":"https://t.co/WQiNYz8vLn","expanded":"https://twitter.com/blvckledge/status/1917518893129650579","display":"x.com/blvckledge/staā¦"},"retweeted":false,"fact_check":null,"id":"1979426825999913385","view_count":1255,"bookmark_count":2,"created_at":1760767105000,"favorite_count":3,"quote_count":0,"reply_count":0,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1979426825999913385","full_text":"supp brands (must read) ā¬ļø","in_reply_to_user_id_str":null,"in_reply_to_status_id_str":null,"is_quote_status":1,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,276],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"lang":"en","retweeted":false,"fact_check":null,"id":"1979473357792792800","view_count":1299,"bookmark_count":4,"created_at":1760778199000,"favorite_count":8,"quote_count":0,"reply_count":1,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1979473357792792800","full_text":"Weāve been testing AI Max for the past few months.\n\nHere are some takeaways:\n\n1. 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Keyword research\n\nStart with a broad keyword research.\n\nDonāt just focus on high-intent keywords.\n\nLook for keywords your ideal customers are searching.\n\nEverything that solves a problem or fulfills a desire can be spun towards your product.","in_reply_to_user_id_str":"1240448194984546305","in_reply_to_status_id_str":"1983822034531434868","is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,279],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"in_reply_to_screen_name":"blvckledge","lang":"en","retweeted":false,"fact_check":null,"id":"1983822042114736342","view_count":606,"bookmark_count":0,"created_at":1761815007000,"favorite_count":0,"quote_count":0,"reply_count":1,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1983822026943950906","full_text":"For example, \"carnivore diet\" had 368,000 searches in the US in April.\n\nEven if you only sell something related like ābeef supplementā...\n\nBy creating content around this keywordā¦\n\nYou drive a large volume of traffic to your site.\n\nAnd capture this traffic your competitors miss.","in_reply_to_user_id_str":"1240448194984546305","in_reply_to_status_id_str":"1983822038520262739","is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,214],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"in_reply_to_screen_name":"blvckledge","lang":"en","retweeted":false,"fact_check":null,"id":"1983822047785414845","view_count":529,"bookmark_count":0,"created_at":1761815008000,"favorite_count":0,"quote_count":0,"reply_count":1,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1983822026943950906","full_text":"2. 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To Scale Google Ads from $0 | MEGA THREAD š§µ\n\nPhase #1: Foundation\n\n3 pillars you need before spending $1:\n\n> Bulletproof Conversion Tracking\n\n> Merchant Center Optimisation\n> First-Party Data Infrastructure\nSkip these and you'll burn through budget with no data to optimize.\n\nHere's how to set up each one correctly:\n\n---\n\nConversion Tracking:\n\nSet only one Primary action per goal for optimisation, mark others as Secondary backups, and set Purchase/Subscription as Account-Default Goal.\n\nCheck Repeat Rate metric for purchase events, it should be close to relevant to your purchase model. i.e. one-time vs. recurring.\n\n---\n\nMerchant Center:\n\nOptimise shipping policies by state/postcode (not generic US-wide)/country, set accurate return windows, and ensure product data quality is pristine.\n\nGoogle will punish poor merchant setups with lower impression share.\n\n---\n\nYour feed needs custom labels for margin, seasonality, and performance segmentation.\n\nThis becomes critical when making bid adjustments at scale.\n\n---\n\nFirst-Party Data:\n\nUpload customer lists. Make audiences for:\n\n> VIP customers\n\n> Buyers\n> Website visitors\n> Non-buyers\nLayer these within your TOF and BOF campaigns.\n\nThis is your fuel for optimising targeting and later breaking into new markets.\n\n---\n\nPhase #2: Campaign Architecture\n\nWhich advertiser will scale faster?\n\nAdvertiser #1: Mixed branded + prospecting in same campaigns\n\nAdvertiser #2: Separated brand and prospecting\nIf you answered Advertiser #1 you're setting yourself up for disaster.\n\nHere's why:\n\n---\n\nAdvertiser #1 Problems:\n\n> Inflated ROAS hiding real prospecting performance\n\n> Rising CPCs on branded terms (often $10-30+ per click!)\n> Can't scale prospecting without overspending on brand\nNow that you understand proper structure, launch these 4 campaign types from day one:\n\n---\n\n4 Core Campaign types:\n\n> Branded Search (Manual CPC, exact/phrase match only)\n\n> Prospecting Search\n> Branded Shopping (Standard Shopping with manual CPC or high target ROAS)\n> Prospecting Shopping/PMax\n---\n\nGeneral Framework per Account Size:\n\nUnder $5K/mo.: One Search (can be mixed), One PMax\n\n$5K-$15K/mo.: Separate Brand and Non-Brand campaigns\nOver $15K/mo.: Further segment by product category or margins\n(good rule of thumb but customise to your marketing mix)\n\n---\n\nNote: If your expected CPA is $X, each campaign needs at least 2X daily budget ($50 CPA = $100/day minimum = ~$3K/month per campaign).\n\n---\n\nBegin with manual bidding for Search campaigns.\n\nEach campaign needs enough budget to generate 2-3 conversions/day minimum for meaningful optimisation data.\n\n---\n\nPhase #3: Data Collection\n\nYour first 14-30 days will look inconsistent. Don't panic if results look weak.\n\nFocus on feed optimisation.\n\nReview search terms at product level.\nWhich products get impressions? What queries drive sales?\n\n---\n\nThen optimise based on real data:\n\nAdd converting keywords to product titles (first 70 characters are most visible)\n\nUpgrade images for high-impression, low-click products (test lifestyle images vs white background)\nFill out optional attributes (color, material, size, pattern)\nBuild negative keyword lists (exclude \"free,\" \"DIY,\" \"tutorial,\" irrelevant terms)\n---\n\nPhase #4: Structural Decisions\n\nHere's when to make the shift to automated bidding:\n\n15 conversions/month: Move to Maximize Conversions (if relevant)\n30 conversions/month: Move to Target CPA (if relevant)\n50 conversions/month: Move to Target ROAS (if relevant)\n---\n\nFor Search campaigns:\n\nAnalyze at ad group level. Split broad targeting into specific ad groups. For example, \"Organic skincare\" and \"anti-aging cream\" should be separate ad groups with tailored messaging.\n\n---\n\nMatch Type:\n\nBrand campaigns: Exact or phrase match ONLY (avoid broad match, it wastes budget on competitor and irrelevant searches)\n\nProspecting: Start with exact/phrase for control, test broad match only with Smart Bidding once you have conversion volume\n\n---\n\nFor Shopping campaigns:\n\nAnalyse at product group level.\n\nHigh impressions + low clicks = image or pricing issue.\n\nHigh clicks + low conversions = landing page problem.\nCreate separate campaigns for your top 20% of products.\n\nThey deserve custom budgets and bidding strategies.\n\n---\n\nPhase #5: Automation & Scaling\n\nOnce you hit the conversion thresholds above, transition to automated bidding.\n\nStart with Maximize Conversions on your prospecting campaigns.\n\nOr Target ROAS/Target CPA based on your conversion volume.\n\n---\n\nAnalyze Search Impression Share, Absolute Top %, and Click Share daily. These tell you how much market share you're capturing. Adjust bids to outspend competitors and claim their spots.\n\n---\n\nScale up when ROAS holds steady for 7+ days and conversion volume shows consistent growth ā Increase budgets by up to 20% weekly (never more than 20% in a single adjustment to maintain stability)\n\nHold if performance shows volatility or external factors create uncertainty\n\nScale down if ROAS drops below target for 3+ consecutive days\n\n---\n\nAt this stage, test top-of-funnel campaigns:\n\nDemand Gen (YouTube + Display on best placements)\n\nTOF Search (informational keywords like \"how to improve gut health naturally\" instead of just \"probiotics for gut health\")\nCompetitor targeting (exact/phrase match on competitor brand names with dedicated comparison landing pages)\nThese are harder to set up and optimize, but there's no ceiling when you crack them.\n\nā\n\nI hope you enjoyed this thread!\n\nI have some advanced TOF strategies I've never shared publicly that turn cold traffic campaigns into profit centers, even on products with little brand recognition.\n\nShould I break this down in a separate thread? RT if you want the advanced scaling playbook.","in_reply_to_user_id_str":null,"in_reply_to_status_id_str":null,"is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,192],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[{"display_url":"echelonn.io","expanded_url":"http://echelonn.io","url":"https://t.co/1Wywq6gxwH","indices":[169,192]}],"user_mentions":[]},"favorited":false,"lang":"en","possibly_sensitive":false,"possibly_sensitive_editable":true,"retweeted":false,"fact_check":null,"id":"1987151368189263887","view_count":1556,"bookmark_count":1,"created_at":1762608780000,"favorite_count":10,"quote_count":0,"reply_count":0,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1987151368189263887","full_text":"opened up a few spots during the week to audit ad accounts prior bfcm\n\ngrab a time if you want to \n\nfree consult call going over your google ad account \n\ngmeet, 30mins\n\nhttps://t.co/1Wywq6gxwH","in_reply_to_user_id_str":null,"in_reply_to_status_id_str":null,"is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[15,83],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[{"id_str":"866358709122875394","name":"Jimmy Farley","screen_name":"JimmyFarley00","indices":[0,14]}]},"favorited":false,"in_reply_to_screen_name":"JimmyFarley00","lang":"en","retweeted":false,"fact_check":null,"id":"1986997446548070406","view_count":216,"bookmark_count":0,"created_at":1762572082000,"favorite_count":1,"quote_count":0,"reply_count":0,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1986917930710495664","full_text":"@JimmyFarley00 chin up brother, bader watching down on you \n\ngod bless to you all 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acceptable here\nso they stop pushing as hard. now you have two mid performers.\n\nthe top performer notices this and thinks \"why am i killing myself when these guys coast?\"\n\nthree months later your entire culture is cooked\n\nand you're on twitter blaming \"gen z work ethic\"\n\nno\n\nyou create what you tolerate.","in_reply_to_user_id_str":null,"in_reply_to_status_id_str":null,"is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,168],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"in_reply_to_screen_name":"blvckledge","lang":"en","retweeted":false,"fact_check":null,"id":"1983822032027468155","view_count":875,"bookmark_count":1,"created_at":1761815004000,"favorite_count":1,"quote_count":0,"reply_count":1,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1983822026943950906","full_text":"So what are advertorials?\n\nTheyāre a blend of ads and informational content.\n\nThey are designed like regular blog posts or articles.\n\nBut they subtly promote a product.","in_reply_to_user_id_str":"1240448194984546305","in_reply_to_status_id_str":"1983822026943950906","is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,265],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"in_reply_to_screen_name":"blvckledge","lang":"en","retweeted":false,"fact_check":null,"id":"1983822034531434868","view_count":763,"bookmark_count":0,"created_at":1761815005000,"favorite_count":1,"quote_count":0,"reply_count":1,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1983822026943950906","full_text":"This type of ad is effective because it provides value to the reader.\n\nWhile still soft-selling to them.\n\nThis works great for TOF search adsā¦\n\nSimply because you can target people searching for a problem and then position your product as the solution.\n\nHereās how:","in_reply_to_user_id_str":"1240448194984546305","in_reply_to_status_id_str":"1983822032027468155","is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,244],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"in_reply_to_screen_name":"blvckledge","lang":"en","retweeted":false,"fact_check":null,"id":"1983822038520262739","view_count":676,"bookmark_count":0,"created_at":1761815006000,"favorite_count":0,"quote_count":0,"reply_count":1,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1983822026943950906","full_text":"1. Keyword research\n\nStart with a broad keyword research.\n\nDonāt just focus on high-intent keywords.\n\nLook for keywords your ideal customers are searching.\n\nEverything that solves a problem or fulfills a desire can be spun towards your product.","in_reply_to_user_id_str":"1240448194984546305","in_reply_to_status_id_str":"1983822034531434868","is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,279],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"in_reply_to_screen_name":"blvckledge","lang":"en","retweeted":false,"fact_check":null,"id":"1983822042114736342","view_count":606,"bookmark_count":0,"created_at":1761815007000,"favorite_count":0,"quote_count":0,"reply_count":1,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1983822026943950906","full_text":"For example, \"carnivore diet\" had 368,000 searches in the US in April.\n\nEven if you only sell something related like ābeef supplementā...\n\nBy creating content around this keywordā¦\n\nYou drive a large volume of traffic to your site.\n\nAnd capture this traffic your competitors miss.","in_reply_to_user_id_str":"1240448194984546305","in_reply_to_status_id_str":"1983822038520262739","is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,214],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"in_reply_to_screen_name":"blvckledge","lang":"en","retweeted":false,"fact_check":null,"id":"1983822047785414845","view_count":529,"bookmark_count":0,"created_at":1761815008000,"favorite_count":0,"quote_count":0,"reply_count":1,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1983822026943950906","full_text":"2. SEO\n\nIf you want to make advertorials work on Googleā¦\n\nThey need to be optimized for search engines.\n\nIncorporate the target keywords naturally throughout the content.\n\nFix your internal, external and backlinks.","in_reply_to_user_id_str":"1240448194984546305","in_reply_to_status_id_str":"1983822042114736342","is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,250],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"in_reply_to_screen_name":"blvckledge","lang":"en","retweeted":false,"fact_check":null,"id":"1983822062931059136","view_count":490,"bookmark_count":0,"created_at":1761815012000,"favorite_count":0,"quote_count":0,"reply_count":1,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1983822026943950906","full_text":"3. Authority\n\nA big factor in the success of advertorials is authority.\n\nYou can create that with a study, an influencer, or an expert in the field.\n\nThe goal here is to instill trust.\n\nThe more people trust you, the more chance theyāll buy later on.","in_reply_to_user_id_str":"1240448194984546305","in_reply_to_status_id_str":"1983822047785414845","is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,208],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"in_reply_to_screen_name":"blvckledge","lang":"en","retweeted":false,"fact_check":null,"id":"1983822065577685024","view_count":421,"bookmark_count":0,"created_at":1761815012000,"favorite_count":0,"quote_count":0,"reply_count":1,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1983822026943950906","full_text":"4. Value\n\nAdvertorial wonāt work unless the readers consume and find value from it.\n\nMake it engaging, exciting, and helpful.\n\nIf people like your content and interact with itā¦\n\nGoogle will push it even more.","in_reply_to_user_id_str":"1240448194984546305","in_reply_to_status_id_str":"1983822062931059136","is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,236],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"in_reply_to_screen_name":"blvckledge","lang":"en","retweeted":false,"fact_check":null,"id":"1983822081042125052","view_count":388,"bookmark_count":0,"created_at":1761815016000,"favorite_count":0,"quote_count":0,"reply_count":1,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1983822026943950906","full_text":"5. The āsellingā part\n\nThe readers come to your site to get information.\n\nAnd they don't want to be pushed or sold to.\n\nSo you have to do it in a very smooth way.\n\nShopable links, discount codes, a few CTAs.\n\nThe most important part isā¦","in_reply_to_user_id_str":"1240448194984546305","in_reply_to_status_id_str":"1983822065577685024","is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,247],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"in_reply_to_screen_name":"blvckledge","lang":"en","retweeted":false,"fact_check":null,"id":"1983822083764244783","view_count":376,"bookmark_count":1,"created_at":1761815017000,"favorite_count":0,"quote_count":0,"reply_count":1,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1983822026943950906","full_text":"6. Integrate with your website\n\nMake sure the advertorial blends into your website.\n\nInclude it in the blog section.\n\nLet visitors see the product page, pop-ups, etc.\n\nOnce theyāre in the ābuying environmentā, theyāre much more likely to purchase.","in_reply_to_user_id_str":"1240448194984546305","in_reply_to_status_id_str":"1983822081042125052","is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,222],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"in_reply_to_screen_name":"blvckledge","lang":"en","retweeted":false,"fact_check":null,"id":"1983822088533160068","view_count":1054,"bookmark_count":1,"created_at":1761815018000,"favorite_count":1,"quote_count":0,"reply_count":2,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1983822026943950906","full_text":"Bonus: Remarketing\n\nWhile advertorials work best for TOF trafficā¦\n\nYou can use them for retargeting too.\n\nFor example, if a user abandons their cart, you can retarget them with:\n\n\"10 reasons our customers love our product\"","in_reply_to_user_id_str":"1240448194984546305","in_reply_to_status_id_str":"1983822083764244783","is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,182],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[{"display_url":"calendly.com/echelonn/googlā¦","expanded_url":"https://calendly.com/echelonn/google-youtube-ads-management-nl?month=2024-09","url":"https://t.co/I3IGKGMtwm","indices":[159,182]}],"user_mentions":[]},"favorited":false,"in_reply_to_screen_name":"blvckledge","lang":"en","possibly_sensitive":false,"possibly_sensitive_editable":true,"retweeted":false,"fact_check":null,"id":"1983822091045441654","view_count":1014,"bookmark_count":1,"created_at":1761815018000,"favorite_count":0,"quote_count":0,"reply_count":0,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1983822026943950906","full_text":"If youāre an eCom brand and youād like to scale through SEOā¦\n\nWeāre launching a new SEO service.\n\nBook a call here to get a tailored strategy for your brand:\n\nhttps://t.co/I3IGKGMtwm","in_reply_to_user_id_str":"1240448194984546305","in_reply_to_status_id_str":"1983822088533160068","is_quote_status":0,"is_ai":null,"ai_score":null}]},{"label":"2025-11-01","value":11863,"startTime":1761868800000,"endTime":1761955200000,"tweets":[{"bookmarked":false,"display_text_range":[0,303],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"lang":"en","quoted_status_id_str":"1982457553264029983","quoted_status_permalink":{"url":"https://t.co/VqHrNPy33v","expanded":"https://twitter.com/1240448194984546305/status/1982457553264029983","display":"x.com/12404481949845ā¦"},"retweeted":false,"fact_check":null,"id":"1984154464194822352","view_count":3972,"bookmark_count":17,"created_at":1761894262000,"favorite_count":15,"quote_count":1,"reply_count":1,"retweet_count":3,"user_id_str":"1240448194984546305","conversation_id_str":"1984154464194822352","full_text":"šØ google merchant center is adding support for physical subscriptions\n\nwhat you need to know:\n\neligible categories:\n\n> apparel and accessories\n> coffee\n> health care (excl. perscriptions)\n> home and garden\n> personal care\n> pet supplies\n> prepared foods\n> toys\n\nif you're selling in any of these verticals in the US, pay attention\n\nstep 1: verify your google product category is correct\n\nthis is critical. if you're miscategorized, the subscription attributes will flag errors and your products won't show\n\nstep 2: update your product feed with these exact attributes:\n\nsubscription_cost - the recurring price\nsubscription_period - week, month, or year\nperiod_length - how many periods\namount - the actual dollar amount\n\nstep 3: limitations (and the opportunity)\n\ngoogle only supports ONE subscription price per landing page right now\nthat means no tiered pricing.\n\nno \"subscribe for 1, 3, or 5 months\" options on the same page\n\nif you currently have multiple subscription tiers, you need separate landing pages for each\n\nalso: discounts and sales on subscriptions aren't supported yet\n\nthis is going to be huge when it comes to creating and testing subscription-only landing pages and offers\n\nthis comes with its own feed attributes which means you can:\n\n> optimize creative specifically for subscription buyers\n> test subscription-first messaging without confusing one-time purchasers\n> track subscription acquisition costs separately from regular AOV\n> build a customer segment that's naturally higher LTV\n\nif you're to try this...\n\nset up your subscription-only infrastructure\nnew product SKUs in your catalog\nnew landing pages with subscription-first copy\nnew feed in merchant center with subscription attributes\nnew campaigns targeting subscription intent\n\nyes this is more work\n\nthat's why 90% of brands won't do it\nand why you'll have a 6 month head start on them","in_reply_to_user_id_str":null,"in_reply_to_status_id_str":null,"is_quote_status":1,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,277],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"lang":"en","retweeted":false,"fact_check":null,"id":"1984215101893656806","view_count":6044,"bookmark_count":124,"created_at":1761908719000,"favorite_count":81,"quote_count":0,"reply_count":14,"retweet_count":3,"user_id_str":"1240448194984546305","conversation_id_str":"1984215101893656806","full_text":"What landing pages to run with Google ads for higher ROAS:\n\nTOFU (problem aware, not ready to buy):\n\n- blog posts answering their exact question\n- quiz funnels that educate first\n- zero product pushes above fold\n- soft CTAs like \"learn more\" or \"take quiz\"\n- tag everything for retargeting\n\nthese people aren't buying today. stop trying to force it.\n\nMOFU (evaluating solutions):\n\n- comparison pages 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this subscription cpg brand from 10k per week to 10k+ per day spend within 3 months\n\ndemand gen + quiz funnel \n\nearly this year google wasnāt even a channel for them \n\nnow itās the main one\n\nmost google ads agencies donāt have the knowledge or the in house capabilities to actually pull it off\n\nechelonn\nlanding page team\ntech and gmc team\ncreative team\n\nall focused on scaling google ad accounts via prospecting (new customers) \n\nclientās fine breaking even on first sale since ltv and repeat rate are insane\n\nand the clientās a fkn weapon\nnot a weak cunt\nready to scale aggressively\nwhich is why we could push this hard on cold with kpis still tight\n\nthis was all driven by demand gen and a quiz funnel our landing page team built\n\nwarehouse loaded, bfcm goal 20 to 25k per day 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To Scale Google Ads from $0 | MEGA THREAD š§µ\n\nPhase #1: Foundation\n\n3 pillars you need before spending $1:\n\n> Bulletproof Conversion Tracking\n\n> Merchant Center Optimisation\n> First-Party Data Infrastructure\nSkip these and you'll burn through budget with no data to optimize.\n\nHere's how to set up each one correctly:\n\n---\n\nConversion Tracking:\n\nSet only one Primary action per goal for optimisation, mark others as Secondary backups, and set Purchase/Subscription as Account-Default Goal.\n\nCheck Repeat Rate metric for purchase events, it should be close to relevant to your purchase model. i.e. one-time vs. recurring.\n\n---\n\nMerchant Center:\n\nOptimise shipping policies by state/postcode (not generic US-wide)/country, set accurate return windows, and ensure product data quality is pristine.\n\nGoogle will punish poor merchant setups with lower impression share.\n\n---\n\nYour feed needs custom labels for margin, seasonality, and performance segmentation.\n\nThis becomes critical when making bid adjustments at scale.\n\n---\n\nFirst-Party Data:\n\nUpload customer lists. Make audiences for:\n\n> VIP customers\n\n> Buyers\n> Website visitors\n> Non-buyers\nLayer these within your TOF and BOF campaigns.\n\nThis is your fuel for optimising targeting and later breaking into new markets.\n\n---\n\nPhase #2: Campaign Architecture\n\nWhich advertiser will scale faster?\n\nAdvertiser #1: Mixed branded + prospecting in same campaigns\n\nAdvertiser #2: Separated brand and prospecting\nIf you answered Advertiser #1 you're setting yourself up for disaster.\n\nHere's why:\n\n---\n\nAdvertiser #1 Problems:\n\n> Inflated ROAS hiding real prospecting performance\n\n> Rising CPCs on branded terms (often $10-30+ per click!)\n> Can't scale prospecting without overspending on brand\nNow that you understand proper structure, launch these 4 campaign types from day one:\n\n---\n\n4 Core Campaign types:\n\n> Branded Search (Manual CPC, exact/phrase match only)\n\n> Prospecting Search\n> Branded Shopping (Standard Shopping with manual CPC or high target ROAS)\n> Prospecting Shopping/PMax\n---\n\nGeneral Framework per Account Size:\n\nUnder $5K/mo.: One Search (can be mixed), One PMax\n\n$5K-$15K/mo.: Separate Brand and Non-Brand campaigns\nOver $15K/mo.: Further segment by product category or margins\n(good rule of thumb but customise to your marketing mix)\n\n---\n\nNote: If your expected CPA is $X, each campaign needs at least 2X daily budget ($50 CPA = $100/day minimum = ~$3K/month per campaign).\n\n---\n\nBegin with manual bidding for Search campaigns.\n\nEach campaign needs enough budget to generate 2-3 conversions/day minimum for meaningful optimisation data.\n\n---\n\nPhase #3: Data Collection\n\nYour first 14-30 days will look inconsistent. Don't panic if results look weak.\n\nFocus on feed optimisation.\n\nReview search terms at product level.\nWhich products get impressions? What queries drive sales?\n\n---\n\nThen optimise based on real data:\n\nAdd converting keywords to product titles (first 70 characters are most visible)\n\nUpgrade images for high-impression, low-click products (test lifestyle images vs white background)\nFill out optional attributes (color, material, size, pattern)\nBuild negative keyword lists (exclude \"free,\" \"DIY,\" \"tutorial,\" irrelevant terms)\n---\n\nPhase #4: Structural Decisions\n\nHere's when to make the shift to automated bidding:\n\n15 conversions/month: Move to Maximize Conversions (if relevant)\n30 conversions/month: Move to Target CPA (if relevant)\n50 conversions/month: Move to Target ROAS (if relevant)\n---\n\nFor Search campaigns:\n\nAnalyze at ad group level. Split broad targeting into specific ad groups. For example, \"Organic skincare\" and \"anti-aging cream\" should be separate ad groups with tailored messaging.\n\n---\n\nMatch Type:\n\nBrand campaigns: Exact or phrase match ONLY (avoid broad match, it wastes budget on competitor and irrelevant searches)\n\nProspecting: Start with exact/phrase for control, test broad match only with Smart Bidding once you have conversion volume\n\n---\n\nFor Shopping campaigns:\n\nAnalyse at product group level.\n\nHigh impressions + low clicks = image or pricing issue.\n\nHigh clicks + low conversions = landing page problem.\nCreate separate campaigns for your top 20% of products.\n\nThey deserve custom budgets and bidding strategies.\n\n---\n\nPhase #5: Automation & Scaling\n\nOnce you hit the conversion thresholds above, transition to automated bidding.\n\nStart with Maximize Conversions on your prospecting campaigns.\n\nOr Target ROAS/Target CPA based on your conversion volume.\n\n---\n\nAnalyze Search Impression Share, Absolute Top %, and Click Share daily. These tell you how much market share you're capturing. Adjust bids to outspend competitors and claim their spots.\n\n---\n\nScale up when ROAS holds steady for 7+ days and conversion volume shows consistent growth ā Increase budgets by up to 20% weekly (never more than 20% in a single adjustment to maintain stability)\n\nHold if performance shows volatility or external factors create uncertainty\n\nScale down if ROAS drops below target for 3+ consecutive days\n\n---\n\nAt this stage, test top-of-funnel campaigns:\n\nDemand Gen (YouTube + Display on best placements)\n\nTOF Search (informational keywords like \"how to improve gut health naturally\" instead of just \"probiotics for gut health\")\nCompetitor targeting (exact/phrase match on competitor brand names with dedicated comparison landing pages)\nThese are harder to set up and optimize, but there's no ceiling when you crack them.\n\nā\n\nI hope you enjoyed this thread!\n\nI have some advanced TOF strategies I've never shared publicly that turn cold traffic campaigns into profit centers, even on products with little brand recognition.\n\nShould I break this down in a separate thread? RT if you want the advanced scaling playbook.","in_reply_to_user_id_str":null,"in_reply_to_status_id_str":null,"is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,192],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[{"display_url":"echelonn.io","expanded_url":"http://echelonn.io","url":"https://t.co/1Wywq6gxwH","indices":[169,192]}],"user_mentions":[]},"favorited":false,"lang":"en","possibly_sensitive":false,"possibly_sensitive_editable":true,"retweeted":false,"fact_check":null,"id":"1987151368189263887","view_count":1556,"bookmark_count":1,"created_at":1762608780000,"favorite_count":10,"quote_count":0,"reply_count":0,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1987151368189263887","full_text":"opened up a few spots during the week to audit ad accounts prior bfcm\n\ngrab a time if you want to \n\nfree consult call going over your google ad account \n\ngmeet, 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quick win in google ads and seo right now is ātop X productsā landing pages\n\nthe lander below pulled $94Kmo in spend on Search even though it looks ugly asf\n\nhereās the play:\n\nyou build a page that lists 7+ competitors and host it on a separate domain\n\nthe point is to cover a broad range of keywords so you can rank for searches like:\n\nā[competitor brand] alternativesā\nābest [product category]ā\nā[competitor brand] reviewsā\n\nperfect for solution aware audiences who are comparing options\n\nwe usually structure them like this:\n\n1. headline\n\n2. agitate how important it is to pick the right product\n\n3. explain how we made the list (āwe spoke to 10 experts in this categoryā)\n\n4. our product at #1 and why (position cons into non-issues like āonly available onlineā)\n\n5. list other products, but focus on their downsides\n\n6. end with a comparison chart āour product vs othersā\n7. cta\n\nyou can go 2 routes with these:\n\noption one: āindependent reviewā sites\n\nthese tend to be more aggressive\n\nthey highlight both pros & cons of competitors and donāt reveal that you own this page\n\noption two: branded pages\n\nthese keep the design clean and make it clear that they belong to your brand\n\nno negative talk about competitors, more of an informative tone\n\nideal when youāre up against massive brands who could come after you legally.\n\na few rules to make them work:\n\n- keep a non-biased tone. donāt make it obvious that youāre promoting yourself\n- subtly position other options as inferior by highlighting your USPs & their weaknesses\n- link back to your product everywhere itās mentioned\n\nfrom our audits, barely anyoneās running these right now\n\nwhich means thereās a massive edge for those who execute them well.","in_reply_to_user_id_str":null,"in_reply_to_status_id_str":null,"is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[16,74],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[{"id_str":"1503557654303719425","name":"Ryan","screen_name":"PerformanceMax","indices":[0,15]},{"id_str":"1261335549215989760","name":"Polymarket","screen_name":"Polymarket","indices":[16,27]}]},"favorited":false,"in_reply_to_screen_name":"PerformanceMax","lang":"en","retweeted":false,"fact_check":null,"id":"1979132111530623291","view_count":129,"bookmark_count":0,"created_at":1760696840000,"favorite_count":0,"quote_count":0,"reply_count":0,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1979105150980460697","full_text":"@PerformanceMax @Polymarket odds = 100% yes\n\nMy guy!!! Get it done lad š¤š¤š¤","in_reply_to_user_id_str":"1503557654303719425","in_reply_to_status_id_str":"1979105150980460697","is_quote_status":0,"is_ai":null,"ai_score":null}]},{"label":"2025-10-19","value":2,"startTime":1760745600000,"endTime":1760832000000,"tweets":[{"bookmarked":false,"display_text_range":[0,26],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"lang":"en","quoted_status_id_str":"1917518893129650579","quoted_status_permalink":{"url":"https://t.co/WQiNYz8vLn","expanded":"https://twitter.com/blvckledge/status/1917518893129650579","display":"x.com/blvckledge/staā¦"},"retweeted":false,"fact_check":null,"id":"1979426825999913385","view_count":1255,"bookmark_count":2,"created_at":1760767105000,"favorite_count":3,"quote_count":0,"reply_count":0,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1979426825999913385","full_text":"supp brands (must read) ā¬ļø","in_reply_to_user_id_str":null,"in_reply_to_status_id_str":null,"is_quote_status":1,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,276],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"lang":"en","retweeted":false,"fact_check":null,"id":"1979473357792792800","view_count":1299,"bookmark_count":4,"created_at":1760778199000,"favorite_count":8,"quote_count":0,"reply_count":1,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1979473357792792800","full_text":"Weāve been testing AI Max for the past few months.\n\nHere are some takeaways:\n\n1. 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especially down under in aus, heaps of cunts seeing to many ecom dudes shilling courses and wanting the dubai life","in_reply_to_user_id_str":"1365910037021925377","in_reply_to_status_id_str":"1979396236550770691","is_quote_status":0,"is_ai":null,"ai_score":null}]},{"label":"2025-10-20","value":17,"startTime":1760832000000,"endTime":1760918400000,"tweets":[{"bookmarked":false,"display_text_range":[0,277],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"lang":"en","retweeted":false,"fact_check":null,"id":"1980015199902912517","view_count":8076,"bookmark_count":21,"created_at":1760907385000,"favorite_count":90,"quote_count":1,"reply_count":17,"retweet_count":3,"user_id_str":"1240448194984546305","conversation_id_str":"1980015199902912517","full_text":"the whole \"agency space is saturated\" take is cope\n\nitās not saturated itās just full of clowns who bought a course and think theyāre media buyers\n\nwhite label dashboards fake 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Keyword research\n\nStart with a broad keyword research.\n\nDonāt just focus on high-intent keywords.\n\nLook for keywords your ideal customers are searching.\n\nEverything that solves a problem or fulfills a desire can be spun towards your product.","in_reply_to_user_id_str":"1240448194984546305","in_reply_to_status_id_str":"1983822034531434868","is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,279],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"in_reply_to_screen_name":"blvckledge","lang":"en","retweeted":false,"fact_check":null,"id":"1983822042114736342","view_count":606,"bookmark_count":0,"created_at":1761815007000,"favorite_count":0,"quote_count":0,"reply_count":1,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1983822026943950906","full_text":"For example, \"carnivore diet\" had 368,000 searches in the US in April.\n\nEven if you only sell something related like ābeef supplementā...\n\nBy creating content around this keywordā¦\n\nYou drive a large volume of traffic to your site.\n\nAnd capture this traffic your competitors miss.","in_reply_to_user_id_str":"1240448194984546305","in_reply_to_status_id_str":"1983822038520262739","is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,214],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"in_reply_to_screen_name":"blvckledge","lang":"en","retweeted":false,"fact_check":null,"id":"1983822047785414845","view_count":529,"bookmark_count":0,"created_at":1761815008000,"favorite_count":0,"quote_count":0,"reply_count":1,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1983822026943950906","full_text":"2. 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To Scale Google Ads from $0 | MEGA THREAD š§µ\n\nPhase #1: Foundation\n\n3 pillars you need before spending $1:\n\n> Bulletproof Conversion Tracking\n\n> Merchant Center Optimisation\n> First-Party Data Infrastructure\nSkip these and you'll burn through budget with no data to optimize.\n\nHere's how to set up each one correctly:\n\n---\n\nConversion Tracking:\n\nSet only one Primary action per goal for optimisation, mark others as Secondary backups, and set Purchase/Subscription as Account-Default Goal.\n\nCheck Repeat Rate metric for purchase events, it should be close to relevant to your purchase model. i.e. one-time vs. recurring.\n\n---\n\nMerchant Center:\n\nOptimise shipping policies by state/postcode (not generic US-wide)/country, set accurate return windows, and ensure product data quality is pristine.\n\nGoogle will punish poor merchant setups with lower impression share.\n\n---\n\nYour feed needs custom labels for margin, seasonality, and performance segmentation.\n\nThis becomes critical when making bid adjustments at scale.\n\n---\n\nFirst-Party Data:\n\nUpload customer lists. Make audiences for:\n\n> VIP customers\n\n> Buyers\n> Website visitors\n> Non-buyers\nLayer these within your TOF and BOF campaigns.\n\nThis is your fuel for optimising targeting and later breaking into new markets.\n\n---\n\nPhase #2: Campaign Architecture\n\nWhich advertiser will scale faster?\n\nAdvertiser #1: Mixed branded + prospecting in same campaigns\n\nAdvertiser #2: Separated brand and prospecting\nIf you answered Advertiser #1 you're setting yourself up for disaster.\n\nHere's why:\n\n---\n\nAdvertiser #1 Problems:\n\n> Inflated ROAS hiding real prospecting performance\n\n> Rising CPCs on branded terms (often $10-30+ per click!)\n> Can't scale prospecting without overspending on brand\nNow that you understand proper structure, launch these 4 campaign types from day one:\n\n---\n\n4 Core Campaign types:\n\n> Branded Search (Manual CPC, exact/phrase match only)\n\n> Prospecting Search\n> Branded Shopping (Standard Shopping with manual CPC or high target ROAS)\n> Prospecting Shopping/PMax\n---\n\nGeneral Framework per Account Size:\n\nUnder $5K/mo.: One Search (can be mixed), One PMax\n\n$5K-$15K/mo.: Separate Brand and Non-Brand campaigns\nOver $15K/mo.: Further segment by product category or margins\n(good rule of thumb but customise to your marketing mix)\n\n---\n\nNote: If your expected CPA is $X, each campaign needs at least 2X daily budget ($50 CPA = $100/day minimum = ~$3K/month per campaign).\n\n---\n\nBegin with manual bidding for Search campaigns.\n\nEach campaign needs enough budget to generate 2-3 conversions/day minimum for meaningful optimisation data.\n\n---\n\nPhase #3: Data Collection\n\nYour first 14-30 days will look inconsistent. Don't panic if results look weak.\n\nFocus on feed optimisation.\n\nReview search terms at product level.\nWhich products get impressions? What queries drive sales?\n\n---\n\nThen optimise based on real data:\n\nAdd converting keywords to product titles (first 70 characters are most visible)\n\nUpgrade images for high-impression, low-click products (test lifestyle images vs white background)\nFill out optional attributes (color, material, size, pattern)\nBuild negative keyword lists (exclude \"free,\" \"DIY,\" \"tutorial,\" irrelevant terms)\n---\n\nPhase #4: Structural Decisions\n\nHere's when to make the shift to automated bidding:\n\n15 conversions/month: Move to Maximize Conversions (if relevant)\n30 conversions/month: Move to Target CPA (if relevant)\n50 conversions/month: Move to Target ROAS (if relevant)\n---\n\nFor Search campaigns:\n\nAnalyze at ad group level. Split broad targeting into specific ad groups. For example, \"Organic skincare\" and \"anti-aging cream\" should be separate ad groups with tailored messaging.\n\n---\n\nMatch Type:\n\nBrand campaigns: Exact or phrase match ONLY (avoid broad match, it wastes budget on competitor and irrelevant searches)\n\nProspecting: Start with exact/phrase for control, test broad match only with Smart Bidding once you have conversion volume\n\n---\n\nFor Shopping campaigns:\n\nAnalyse at product group level.\n\nHigh impressions + low clicks = image or pricing issue.\n\nHigh clicks + low conversions = landing page problem.\nCreate separate campaigns for your top 20% of products.\n\nThey deserve custom budgets and bidding strategies.\n\n---\n\nPhase #5: Automation & Scaling\n\nOnce you hit the conversion thresholds above, transition to automated bidding.\n\nStart with Maximize Conversions on your prospecting campaigns.\n\nOr Target ROAS/Target CPA based on your conversion volume.\n\n---\n\nAnalyze Search Impression Share, Absolute Top %, and Click Share daily. These tell you how much market share you're capturing. Adjust bids to outspend competitors and claim their spots.\n\n---\n\nScale up when ROAS holds steady for 7+ days and conversion volume shows consistent growth ā Increase budgets by up to 20% weekly (never more than 20% in a single adjustment to maintain stability)\n\nHold if performance shows volatility or external factors create uncertainty\n\nScale down if ROAS drops below target for 3+ consecutive days\n\n---\n\nAt this stage, test top-of-funnel campaigns:\n\nDemand Gen (YouTube + Display on best placements)\n\nTOF Search (informational keywords like \"how to improve gut health naturally\" instead of just \"probiotics for gut health\")\nCompetitor targeting (exact/phrase match on competitor brand names with dedicated comparison landing pages)\nThese are harder to set up and optimize, but there's no ceiling when you crack them.\n\nā\n\nI hope you enjoyed this thread!\n\nI have some advanced TOF strategies I've never shared publicly that turn cold traffic campaigns into profit centers, even on products with little brand recognition.\n\nShould I break this down in a separate thread? RT if you want the advanced scaling playbook.","in_reply_to_user_id_str":null,"in_reply_to_status_id_str":null,"is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,192],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[{"display_url":"echelonn.io","expanded_url":"http://echelonn.io","url":"https://t.co/1Wywq6gxwH","indices":[169,192]}],"user_mentions":[]},"favorited":false,"lang":"en","possibly_sensitive":false,"possibly_sensitive_editable":true,"retweeted":false,"fact_check":null,"id":"1987151368189263887","view_count":1556,"bookmark_count":1,"created_at":1762608780000,"favorite_count":10,"quote_count":0,"reply_count":0,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1987151368189263887","full_text":"opened up a few spots during the week to audit ad accounts prior bfcm\n\ngrab a time if you want to \n\nfree consult call going over your google ad account \n\ngmeet, 30mins\n\nhttps://t.co/1Wywq6gxwH","in_reply_to_user_id_str":null,"in_reply_to_status_id_str":null,"is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[15,83],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[{"id_str":"866358709122875394","name":"Jimmy Farley","screen_name":"JimmyFarley00","indices":[0,14]}]},"favorited":false,"in_reply_to_screen_name":"JimmyFarley00","lang":"en","retweeted":false,"fact_check":null,"id":"1986997446548070406","view_count":216,"bookmark_count":0,"created_at":1762572082000,"favorite_count":1,"quote_count":0,"reply_count":0,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1986917930710495664","full_text":"@JimmyFarley00 chin up brother, bader watching down on you \n\ngod bless to you all 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acceptable here\nso they stop pushing as hard. now you have two mid performers.\n\nthe top performer notices this and thinks \"why am i killing myself when these guys coast?\"\n\nthree months later your entire culture is cooked\n\nand you're on twitter blaming \"gen z work ethic\"\n\nno\n\nyou create what you tolerate.","in_reply_to_user_id_str":null,"in_reply_to_status_id_str":null,"is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,168],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"in_reply_to_screen_name":"blvckledge","lang":"en","retweeted":false,"fact_check":null,"id":"1983822032027468155","view_count":875,"bookmark_count":1,"created_at":1761815004000,"favorite_count":1,"quote_count":0,"reply_count":1,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1983822026943950906","full_text":"So what are advertorials?\n\nTheyāre a blend of ads and informational content.\n\nThey are designed like regular blog posts or articles.\n\nBut they subtly promote a product.","in_reply_to_user_id_str":"1240448194984546305","in_reply_to_status_id_str":"1983822026943950906","is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,265],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"in_reply_to_screen_name":"blvckledge","lang":"en","retweeted":false,"fact_check":null,"id":"1983822034531434868","view_count":763,"bookmark_count":0,"created_at":1761815005000,"favorite_count":1,"quote_count":0,"reply_count":1,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1983822026943950906","full_text":"This type of ad is effective because it provides value to the reader.\n\nWhile still soft-selling to them.\n\nThis works great for TOF search adsā¦\n\nSimply because you can target people searching for a problem and then position your product as the solution.\n\nHereās how:","in_reply_to_user_id_str":"1240448194984546305","in_reply_to_status_id_str":"1983822032027468155","is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,244],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"in_reply_to_screen_name":"blvckledge","lang":"en","retweeted":false,"fact_check":null,"id":"1983822038520262739","view_count":676,"bookmark_count":0,"created_at":1761815006000,"favorite_count":0,"quote_count":0,"reply_count":1,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1983822026943950906","full_text":"1. Keyword research\n\nStart with a broad keyword research.\n\nDonāt just focus on high-intent keywords.\n\nLook for keywords your ideal customers are searching.\n\nEverything that solves a problem or fulfills a desire can be spun towards your product.","in_reply_to_user_id_str":"1240448194984546305","in_reply_to_status_id_str":"1983822034531434868","is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,279],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"in_reply_to_screen_name":"blvckledge","lang":"en","retweeted":false,"fact_check":null,"id":"1983822042114736342","view_count":606,"bookmark_count":0,"created_at":1761815007000,"favorite_count":0,"quote_count":0,"reply_count":1,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1983822026943950906","full_text":"For example, \"carnivore diet\" had 368,000 searches in the US in April.\n\nEven if you only sell something related like ābeef supplementā...\n\nBy creating content around this keywordā¦\n\nYou drive a large volume of traffic to your site.\n\nAnd capture this traffic your competitors miss.","in_reply_to_user_id_str":"1240448194984546305","in_reply_to_status_id_str":"1983822038520262739","is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,214],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"in_reply_to_screen_name":"blvckledge","lang":"en","retweeted":false,"fact_check":null,"id":"1983822047785414845","view_count":529,"bookmark_count":0,"created_at":1761815008000,"favorite_count":0,"quote_count":0,"reply_count":1,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1983822026943950906","full_text":"2. SEO\n\nIf you want to make advertorials work on Googleā¦\n\nThey need to be optimized for search engines.\n\nIncorporate the target keywords naturally throughout the content.\n\nFix your internal, external and backlinks.","in_reply_to_user_id_str":"1240448194984546305","in_reply_to_status_id_str":"1983822042114736342","is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,250],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"in_reply_to_screen_name":"blvckledge","lang":"en","retweeted":false,"fact_check":null,"id":"1983822062931059136","view_count":490,"bookmark_count":0,"created_at":1761815012000,"favorite_count":0,"quote_count":0,"reply_count":1,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1983822026943950906","full_text":"3. Authority\n\nA big factor in the success of advertorials is authority.\n\nYou can create that with a study, an influencer, or an expert in the field.\n\nThe goal here is to instill trust.\n\nThe more people trust you, the more chance theyāll buy later on.","in_reply_to_user_id_str":"1240448194984546305","in_reply_to_status_id_str":"1983822047785414845","is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,208],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"in_reply_to_screen_name":"blvckledge","lang":"en","retweeted":false,"fact_check":null,"id":"1983822065577685024","view_count":421,"bookmark_count":0,"created_at":1761815012000,"favorite_count":0,"quote_count":0,"reply_count":1,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1983822026943950906","full_text":"4. Value\n\nAdvertorial wonāt work unless the readers consume and find value from it.\n\nMake it engaging, exciting, and helpful.\n\nIf people like your content and interact with itā¦\n\nGoogle will push it even more.","in_reply_to_user_id_str":"1240448194984546305","in_reply_to_status_id_str":"1983822062931059136","is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,236],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"in_reply_to_screen_name":"blvckledge","lang":"en","retweeted":false,"fact_check":null,"id":"1983822081042125052","view_count":388,"bookmark_count":0,"created_at":1761815016000,"favorite_count":0,"quote_count":0,"reply_count":1,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1983822026943950906","full_text":"5. The āsellingā part\n\nThe readers come to your site to get information.\n\nAnd they don't want to be pushed or sold to.\n\nSo you have to do it in a very smooth way.\n\nShopable links, discount codes, a few CTAs.\n\nThe most important part isā¦","in_reply_to_user_id_str":"1240448194984546305","in_reply_to_status_id_str":"1983822065577685024","is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,247],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"in_reply_to_screen_name":"blvckledge","lang":"en","retweeted":false,"fact_check":null,"id":"1983822083764244783","view_count":376,"bookmark_count":1,"created_at":1761815017000,"favorite_count":0,"quote_count":0,"reply_count":1,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1983822026943950906","full_text":"6. Integrate with your website\n\nMake sure the advertorial blends into your website.\n\nInclude it in the blog section.\n\nLet visitors see the product page, pop-ups, etc.\n\nOnce theyāre in the ābuying environmentā, theyāre much more likely to purchase.","in_reply_to_user_id_str":"1240448194984546305","in_reply_to_status_id_str":"1983822081042125052","is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,222],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"in_reply_to_screen_name":"blvckledge","lang":"en","retweeted":false,"fact_check":null,"id":"1983822088533160068","view_count":1054,"bookmark_count":1,"created_at":1761815018000,"favorite_count":1,"quote_count":0,"reply_count":2,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1983822026943950906","full_text":"Bonus: Remarketing\n\nWhile advertorials work best for TOF trafficā¦\n\nYou can use them for retargeting too.\n\nFor example, if a user abandons their cart, you can retarget them with:\n\n\"10 reasons our customers love our product\"","in_reply_to_user_id_str":"1240448194984546305","in_reply_to_status_id_str":"1983822083764244783","is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,182],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[{"display_url":"calendly.com/echelonn/googlā¦","expanded_url":"https://calendly.com/echelonn/google-youtube-ads-management-nl?month=2024-09","url":"https://t.co/I3IGKGMtwm","indices":[159,182]}],"user_mentions":[]},"favorited":false,"in_reply_to_screen_name":"blvckledge","lang":"en","possibly_sensitive":false,"possibly_sensitive_editable":true,"retweeted":false,"fact_check":null,"id":"1983822091045441654","view_count":1014,"bookmark_count":1,"created_at":1761815018000,"favorite_count":0,"quote_count":0,"reply_count":0,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1983822026943950906","full_text":"If youāre an eCom brand and youād like to scale through SEOā¦\n\nWeāre launching a new SEO service.\n\nBook a call here to get a tailored strategy for your brand:\n\nhttps://t.co/I3IGKGMtwm","in_reply_to_user_id_str":"1240448194984546305","in_reply_to_status_id_str":"1983822088533160068","is_quote_status":0,"is_ai":null,"ai_score":null}]},{"label":"2025-11-01","value":149,"startTime":1761868800000,"endTime":1761955200000,"tweets":[{"bookmarked":false,"display_text_range":[0,303],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"lang":"en","quoted_status_id_str":"1982457553264029983","quoted_status_permalink":{"url":"https://t.co/VqHrNPy33v","expanded":"https://twitter.com/1240448194984546305/status/1982457553264029983","display":"x.com/12404481949845ā¦"},"retweeted":false,"fact_check":null,"id":"1984154464194822352","view_count":3972,"bookmark_count":17,"created_at":1761894262000,"favorite_count":15,"quote_count":1,"reply_count":1,"retweet_count":3,"user_id_str":"1240448194984546305","conversation_id_str":"1984154464194822352","full_text":"šØ google merchant center is adding support for physical subscriptions\n\nwhat you need to know:\n\neligible categories:\n\n> apparel and accessories\n> coffee\n> health care (excl. perscriptions)\n> home and garden\n> personal care\n> pet supplies\n> prepared foods\n> toys\n\nif you're selling in any of these verticals in the US, pay attention\n\nstep 1: verify your google product category is correct\n\nthis is critical. if you're miscategorized, the subscription attributes will flag errors and your products won't show\n\nstep 2: update your product feed with these exact attributes:\n\nsubscription_cost - the recurring price\nsubscription_period - week, month, or year\nperiod_length - how many periods\namount - the actual dollar amount\n\nstep 3: limitations (and the opportunity)\n\ngoogle only supports ONE subscription price per landing page right now\nthat means no tiered pricing.\n\nno \"subscribe for 1, 3, or 5 months\" options on the same page\n\nif you currently have multiple subscription tiers, you need separate landing pages for each\n\nalso: discounts and sales on subscriptions aren't supported yet\n\nthis is going to be huge when it comes to creating and testing subscription-only landing pages and offers\n\nthis comes with its own feed attributes which means you can:\n\n> optimize creative specifically for subscription buyers\n> test subscription-first messaging without confusing one-time purchasers\n> track subscription acquisition costs separately from regular AOV\n> build a customer segment that's naturally higher LTV\n\nif you're to try this...\n\nset up your subscription-only infrastructure\nnew product SKUs in your catalog\nnew landing pages with subscription-first copy\nnew feed in merchant center with subscription attributes\nnew campaigns targeting subscription intent\n\nyes this is more work\n\nthat's why 90% of brands won't do it\nand why you'll have a 6 month head start on them","in_reply_to_user_id_str":null,"in_reply_to_status_id_str":null,"is_quote_status":1,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,277],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"lang":"en","retweeted":false,"fact_check":null,"id":"1984215101893656806","view_count":6044,"bookmark_count":124,"created_at":1761908719000,"favorite_count":81,"quote_count":0,"reply_count":14,"retweet_count":3,"user_id_str":"1240448194984546305","conversation_id_str":"1984215101893656806","full_text":"What landing pages to run with Google ads for higher ROAS:\n\nTOFU (problem aware, not ready to buy):\n\n- blog posts answering their exact question\n- quiz funnels that educate first\n- zero product pushes above fold\n- soft CTAs like \"learn more\" or \"take quiz\"\n- tag everything for retargeting\n\nthese people aren't buying today. stop trying to force it.\n\nMOFU (evaluating solutions):\n\n- comparison pages 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this subscription cpg brand from 10k per week to 10k+ per day spend within 3 months\n\ndemand gen + quiz funnel \n\nearly this year google wasnāt even a channel for them \n\nnow itās the main one\n\nmost google ads agencies donāt have the knowledge or the in house capabilities to actually pull it off\n\nechelonn\nlanding page team\ntech and gmc team\ncreative team\n\nall focused on scaling google ad accounts via prospecting (new customers) \n\nclientās fine breaking even on first sale since ltv and repeat rate are insane\n\nand the clientās a fkn weapon\nnot a weak cunt\nready to scale aggressively\nwhich is why we could push this hard on cold with kpis still tight\n\nthis was all driven by demand gen and a quiz funnel our landing page team built\n\nwarehouse loaded, bfcm goal 20 to 25k per day 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To Scale Google Ads from $0 | MEGA THREAD š§µ\n\nPhase #1: Foundation\n\n3 pillars you need before spending $1:\n\n> Bulletproof Conversion Tracking\n\n> Merchant Center Optimisation\n> First-Party Data Infrastructure\nSkip these and you'll burn through budget with no data to optimize.\n\nHere's how to set up each one correctly:\n\n---\n\nConversion Tracking:\n\nSet only one Primary action per goal for optimisation, mark others as Secondary backups, and set Purchase/Subscription as Account-Default Goal.\n\nCheck Repeat Rate metric for purchase events, it should be close to relevant to your purchase model. i.e. one-time vs. recurring.\n\n---\n\nMerchant Center:\n\nOptimise shipping policies by state/postcode (not generic US-wide)/country, set accurate return windows, and ensure product data quality is pristine.\n\nGoogle will punish poor merchant setups with lower impression share.\n\n---\n\nYour feed needs custom labels for margin, seasonality, and performance segmentation.\n\nThis becomes critical when making bid adjustments at scale.\n\n---\n\nFirst-Party Data:\n\nUpload customer lists. Make audiences for:\n\n> VIP customers\n\n> Buyers\n> Website visitors\n> Non-buyers\nLayer these within your TOF and BOF campaigns.\n\nThis is your fuel for optimising targeting and later breaking into new markets.\n\n---\n\nPhase #2: Campaign Architecture\n\nWhich advertiser will scale faster?\n\nAdvertiser #1: Mixed branded + prospecting in same campaigns\n\nAdvertiser #2: Separated brand and prospecting\nIf you answered Advertiser #1 you're setting yourself up for disaster.\n\nHere's why:\n\n---\n\nAdvertiser #1 Problems:\n\n> Inflated ROAS hiding real prospecting performance\n\n> Rising CPCs on branded terms (often $10-30+ per click!)\n> Can't scale prospecting without overspending on brand\nNow that you understand proper structure, launch these 4 campaign types from day one:\n\n---\n\n4 Core Campaign types:\n\n> Branded Search (Manual CPC, exact/phrase match only)\n\n> Prospecting Search\n> Branded Shopping (Standard Shopping with manual CPC or high target ROAS)\n> Prospecting Shopping/PMax\n---\n\nGeneral Framework per Account Size:\n\nUnder $5K/mo.: One Search (can be mixed), One PMax\n\n$5K-$15K/mo.: Separate Brand and Non-Brand campaigns\nOver $15K/mo.: Further segment by product category or margins\n(good rule of thumb but customise to your marketing mix)\n\n---\n\nNote: If your expected CPA is $X, each campaign needs at least 2X daily budget ($50 CPA = $100/day minimum = ~$3K/month per campaign).\n\n---\n\nBegin with manual bidding for Search campaigns.\n\nEach campaign needs enough budget to generate 2-3 conversions/day minimum for meaningful optimisation data.\n\n---\n\nPhase #3: Data Collection\n\nYour first 14-30 days will look inconsistent. Don't panic if results look weak.\n\nFocus on feed optimisation.\n\nReview search terms at product level.\nWhich products get impressions? What queries drive sales?\n\n---\n\nThen optimise based on real data:\n\nAdd converting keywords to product titles (first 70 characters are most visible)\n\nUpgrade images for high-impression, low-click products (test lifestyle images vs white background)\nFill out optional attributes (color, material, size, pattern)\nBuild negative keyword lists (exclude \"free,\" \"DIY,\" \"tutorial,\" irrelevant terms)\n---\n\nPhase #4: Structural Decisions\n\nHere's when to make the shift to automated bidding:\n\n15 conversions/month: Move to Maximize Conversions (if relevant)\n30 conversions/month: Move to Target CPA (if relevant)\n50 conversions/month: Move to Target ROAS (if relevant)\n---\n\nFor Search campaigns:\n\nAnalyze at ad group level. Split broad targeting into specific ad groups. For example, \"Organic skincare\" and \"anti-aging cream\" should be separate ad groups with tailored messaging.\n\n---\n\nMatch Type:\n\nBrand campaigns: Exact or phrase match ONLY (avoid broad match, it wastes budget on competitor and irrelevant searches)\n\nProspecting: Start with exact/phrase for control, test broad match only with Smart Bidding once you have conversion volume\n\n---\n\nFor Shopping campaigns:\n\nAnalyse at product group level.\n\nHigh impressions + low clicks = image or pricing issue.\n\nHigh clicks + low conversions = landing page problem.\nCreate separate campaigns for your top 20% of products.\n\nThey deserve custom budgets and bidding strategies.\n\n---\n\nPhase #5: Automation & Scaling\n\nOnce you hit the conversion thresholds above, transition to automated bidding.\n\nStart with Maximize Conversions on your prospecting campaigns.\n\nOr Target ROAS/Target CPA based on your conversion volume.\n\n---\n\nAnalyze Search Impression Share, Absolute Top %, and Click Share daily. These tell you how much market share you're capturing. Adjust bids to outspend competitors and claim their spots.\n\n---\n\nScale up when ROAS holds steady for 7+ days and conversion volume shows consistent growth ā Increase budgets by up to 20% weekly (never more than 20% in a single adjustment to maintain stability)\n\nHold if performance shows volatility or external factors create uncertainty\n\nScale down if ROAS drops below target for 3+ consecutive days\n\n---\n\nAt this stage, test top-of-funnel campaigns:\n\nDemand Gen (YouTube + Display on best placements)\n\nTOF Search (informational keywords like \"how to improve gut health naturally\" instead of just \"probiotics for gut health\")\nCompetitor targeting (exact/phrase match on competitor brand names with dedicated comparison landing pages)\nThese are harder to set up and optimize, but there's no ceiling when you crack them.\n\nā\n\nI hope you enjoyed this thread!\n\nI have some advanced TOF strategies I've never shared publicly that turn cold traffic campaigns into profit centers, even on products with little brand recognition.\n\nShould I break this down in a separate thread? RT if you want the advanced scaling playbook.","in_reply_to_user_id_str":null,"in_reply_to_status_id_str":null,"is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,192],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[{"display_url":"echelonn.io","expanded_url":"http://echelonn.io","url":"https://t.co/1Wywq6gxwH","indices":[169,192]}],"user_mentions":[]},"favorited":false,"lang":"en","possibly_sensitive":false,"possibly_sensitive_editable":true,"retweeted":false,"fact_check":null,"id":"1987151368189263887","view_count":1556,"bookmark_count":1,"created_at":1762608780000,"favorite_count":10,"quote_count":0,"reply_count":0,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1987151368189263887","full_text":"opened up a few spots during the week to audit ad accounts prior bfcm\n\ngrab a time if you want to \n\nfree consult call going over your google ad account \n\ngmeet, 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quick win in google ads and seo right now is ātop X productsā landing pages\n\nthe lander below pulled $94Kmo in spend on Search even though it looks ugly asf\n\nhereās the play:\n\nyou build a page that lists 7+ competitors and host it on a separate domain\n\nthe point is to cover a broad range of keywords so you can rank for searches like:\n\nā[competitor brand] alternativesā\nābest [product category]ā\nā[competitor brand] reviewsā\n\nperfect for solution aware audiences who are comparing options\n\nwe usually structure them like this:\n\n1. headline\n\n2. agitate how important it is to pick the right product\n\n3. explain how we made the list (āwe spoke to 10 experts in this categoryā)\n\n4. our product at #1 and why (position cons into non-issues like āonly available onlineā)\n\n5. list other products, but focus on their downsides\n\n6. end with a comparison chart āour product vs othersā\n7. cta\n\nyou can go 2 routes with these:\n\noption one: āindependent reviewā sites\n\nthese tend to be more aggressive\n\nthey highlight both pros & cons of competitors and donāt reveal that you own this page\n\noption two: branded pages\n\nthese keep the design clean and make it clear that they belong to your brand\n\nno negative talk about competitors, more of an informative tone\n\nideal when youāre up against massive brands who could come after you legally.\n\na few rules to make them work:\n\n- keep a non-biased tone. donāt make it obvious that youāre promoting yourself\n- subtly position other options as inferior by highlighting your USPs & their weaknesses\n- link back to your product everywhere itās mentioned\n\nfrom our audits, barely anyoneās running these right now\n\nwhich means thereās a massive edge for those who execute them well.","in_reply_to_user_id_str":null,"in_reply_to_status_id_str":null,"is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[16,74],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[{"id_str":"1503557654303719425","name":"Ryan","screen_name":"PerformanceMax","indices":[0,15]},{"id_str":"1261335549215989760","name":"Polymarket","screen_name":"Polymarket","indices":[16,27]}]},"favorited":false,"in_reply_to_screen_name":"PerformanceMax","lang":"en","retweeted":false,"fact_check":null,"id":"1979132111530623291","view_count":129,"bookmark_count":0,"created_at":1760696840000,"favorite_count":0,"quote_count":0,"reply_count":0,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1979105150980460697","full_text":"@PerformanceMax @Polymarket odds = 100% yes\n\nMy guy!!! Get it done lad š¤š¤š¤","in_reply_to_user_id_str":"1503557654303719425","in_reply_to_status_id_str":"1979105150980460697","is_quote_status":0,"is_ai":null,"ai_score":null}]},{"label":"2025-10-19","value":0,"startTime":1760745600000,"endTime":1760832000000,"tweets":[{"bookmarked":false,"display_text_range":[0,26],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"lang":"en","quoted_status_id_str":"1917518893129650579","quoted_status_permalink":{"url":"https://t.co/WQiNYz8vLn","expanded":"https://twitter.com/blvckledge/status/1917518893129650579","display":"x.com/blvckledge/staā¦"},"retweeted":false,"fact_check":null,"id":"1979426825999913385","view_count":1255,"bookmark_count":2,"created_at":1760767105000,"favorite_count":3,"quote_count":0,"reply_count":0,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1979426825999913385","full_text":"supp brands (must read) ā¬ļø","in_reply_to_user_id_str":null,"in_reply_to_status_id_str":null,"is_quote_status":1,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,276],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"lang":"en","retweeted":false,"fact_check":null,"id":"1979473357792792800","view_count":1299,"bookmark_count":4,"created_at":1760778199000,"favorite_count":8,"quote_count":0,"reply_count":1,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1979473357792792800","full_text":"Weāve been testing AI Max for the past few months.\n\nHere are some takeaways:\n\n1. 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Keyword research\n\nStart with a broad keyword research.\n\nDonāt just focus on high-intent keywords.\n\nLook for keywords your ideal customers are searching.\n\nEverything that solves a problem or fulfills a desire can be spun towards your product.","in_reply_to_user_id_str":"1240448194984546305","in_reply_to_status_id_str":"1983822034531434868","is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,279],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"in_reply_to_screen_name":"blvckledge","lang":"en","retweeted":false,"fact_check":null,"id":"1983822042114736342","view_count":606,"bookmark_count":0,"created_at":1761815007000,"favorite_count":0,"quote_count":0,"reply_count":1,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1983822026943950906","full_text":"For example, \"carnivore diet\" had 368,000 searches in the US in April.\n\nEven if you only sell something related like ābeef supplementā...\n\nBy creating content around this keywordā¦\n\nYou drive a large volume of traffic to your site.\n\nAnd capture this traffic your competitors miss.","in_reply_to_user_id_str":"1240448194984546305","in_reply_to_status_id_str":"1983822038520262739","is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,214],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"in_reply_to_screen_name":"blvckledge","lang":"en","retweeted":false,"fact_check":null,"id":"1983822047785414845","view_count":529,"bookmark_count":0,"created_at":1761815008000,"favorite_count":0,"quote_count":0,"reply_count":1,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1983822026943950906","full_text":"2. 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To Scale Google Ads from $0 | MEGA THREAD š§µ\n\nPhase #1: Foundation\n\n3 pillars you need before spending $1:\n\n> Bulletproof Conversion Tracking\n\n> Merchant Center Optimisation\n> First-Party Data Infrastructure\nSkip these and you'll burn through budget with no data to optimize.\n\nHere's how to set up each one correctly:\n\n---\n\nConversion Tracking:\n\nSet only one Primary action per goal for optimisation, mark others as Secondary backups, and set Purchase/Subscription as Account-Default Goal.\n\nCheck Repeat Rate metric for purchase events, it should be close to relevant to your purchase model. i.e. one-time vs. recurring.\n\n---\n\nMerchant Center:\n\nOptimise shipping policies by state/postcode (not generic US-wide)/country, set accurate return windows, and ensure product data quality is pristine.\n\nGoogle will punish poor merchant setups with lower impression share.\n\n---\n\nYour feed needs custom labels for margin, seasonality, and performance segmentation.\n\nThis becomes critical when making bid adjustments at scale.\n\n---\n\nFirst-Party Data:\n\nUpload customer lists. Make audiences for:\n\n> VIP customers\n\n> Buyers\n> Website visitors\n> Non-buyers\nLayer these within your TOF and BOF campaigns.\n\nThis is your fuel for optimising targeting and later breaking into new markets.\n\n---\n\nPhase #2: Campaign Architecture\n\nWhich advertiser will scale faster?\n\nAdvertiser #1: Mixed branded + prospecting in same campaigns\n\nAdvertiser #2: Separated brand and prospecting\nIf you answered Advertiser #1 you're setting yourself up for disaster.\n\nHere's why:\n\n---\n\nAdvertiser #1 Problems:\n\n> Inflated ROAS hiding real prospecting performance\n\n> Rising CPCs on branded terms (often $10-30+ per click!)\n> Can't scale prospecting without overspending on brand\nNow that you understand proper structure, launch these 4 campaign types from day one:\n\n---\n\n4 Core Campaign types:\n\n> Branded Search (Manual CPC, exact/phrase match only)\n\n> Prospecting Search\n> Branded Shopping (Standard Shopping with manual CPC or high target ROAS)\n> Prospecting Shopping/PMax\n---\n\nGeneral Framework per Account Size:\n\nUnder $5K/mo.: One Search (can be mixed), One PMax\n\n$5K-$15K/mo.: Separate Brand and Non-Brand campaigns\nOver $15K/mo.: Further segment by product category or margins\n(good rule of thumb but customise to your marketing mix)\n\n---\n\nNote: If your expected CPA is $X, each campaign needs at least 2X daily budget ($50 CPA = $100/day minimum = ~$3K/month per campaign).\n\n---\n\nBegin with manual bidding for Search campaigns.\n\nEach campaign needs enough budget to generate 2-3 conversions/day minimum for meaningful optimisation data.\n\n---\n\nPhase #3: Data Collection\n\nYour first 14-30 days will look inconsistent. Don't panic if results look weak.\n\nFocus on feed optimisation.\n\nReview search terms at product level.\nWhich products get impressions? What queries drive sales?\n\n---\n\nThen optimise based on real data:\n\nAdd converting keywords to product titles (first 70 characters are most visible)\n\nUpgrade images for high-impression, low-click products (test lifestyle images vs white background)\nFill out optional attributes (color, material, size, pattern)\nBuild negative keyword lists (exclude \"free,\" \"DIY,\" \"tutorial,\" irrelevant terms)\n---\n\nPhase #4: Structural Decisions\n\nHere's when to make the shift to automated bidding:\n\n15 conversions/month: Move to Maximize Conversions (if relevant)\n30 conversions/month: Move to Target CPA (if relevant)\n50 conversions/month: Move to Target ROAS (if relevant)\n---\n\nFor Search campaigns:\n\nAnalyze at ad group level. Split broad targeting into specific ad groups. For example, \"Organic skincare\" and \"anti-aging cream\" should be separate ad groups with tailored messaging.\n\n---\n\nMatch Type:\n\nBrand campaigns: Exact or phrase match ONLY (avoid broad match, it wastes budget on competitor and irrelevant searches)\n\nProspecting: Start with exact/phrase for control, test broad match only with Smart Bidding once you have conversion volume\n\n---\n\nFor Shopping campaigns:\n\nAnalyse at product group level.\n\nHigh impressions + low clicks = image or pricing issue.\n\nHigh clicks + low conversions = landing page problem.\nCreate separate campaigns for your top 20% of products.\n\nThey deserve custom budgets and bidding strategies.\n\n---\n\nPhase #5: Automation & Scaling\n\nOnce you hit the conversion thresholds above, transition to automated bidding.\n\nStart with Maximize Conversions on your prospecting campaigns.\n\nOr Target ROAS/Target CPA based on your conversion volume.\n\n---\n\nAnalyze Search Impression Share, Absolute Top %, and Click Share daily. These tell you how much market share you're capturing. Adjust bids to outspend competitors and claim their spots.\n\n---\n\nScale up when ROAS holds steady for 7+ days and conversion volume shows consistent growth ā Increase budgets by up to 20% weekly (never more than 20% in a single adjustment to maintain stability)\n\nHold if performance shows volatility or external factors create uncertainty\n\nScale down if ROAS drops below target for 3+ consecutive days\n\n---\n\nAt this stage, test top-of-funnel campaigns:\n\nDemand Gen (YouTube + Display on best placements)\n\nTOF Search (informational keywords like \"how to improve gut health naturally\" instead of just \"probiotics for gut health\")\nCompetitor targeting (exact/phrase match on competitor brand names with dedicated comparison landing pages)\nThese are harder to set up and optimize, but there's no ceiling when you crack them.\n\nā\n\nI hope you enjoyed this thread!\n\nI have some advanced TOF strategies I've never shared publicly that turn cold traffic campaigns into profit centers, even on products with little brand recognition.\n\nShould I break this down in a separate thread? RT if you want the advanced scaling playbook.","in_reply_to_user_id_str":null,"in_reply_to_status_id_str":null,"is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,192],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[{"display_url":"echelonn.io","expanded_url":"http://echelonn.io","url":"https://t.co/1Wywq6gxwH","indices":[169,192]}],"user_mentions":[]},"favorited":false,"lang":"en","possibly_sensitive":false,"possibly_sensitive_editable":true,"retweeted":false,"fact_check":null,"id":"1987151368189263887","view_count":1556,"bookmark_count":1,"created_at":1762608780000,"favorite_count":10,"quote_count":0,"reply_count":0,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1987151368189263887","full_text":"opened up a few spots during the week to audit ad accounts prior bfcm\n\ngrab a time if you want to \n\nfree consult call going over your google ad account \n\ngmeet, 30mins\n\nhttps://t.co/1Wywq6gxwH","in_reply_to_user_id_str":null,"in_reply_to_status_id_str":null,"is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[15,83],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[{"id_str":"866358709122875394","name":"Jimmy Farley","screen_name":"JimmyFarley00","indices":[0,14]}]},"favorited":false,"in_reply_to_screen_name":"JimmyFarley00","lang":"en","retweeted":false,"fact_check":null,"id":"1986997446548070406","view_count":216,"bookmark_count":0,"created_at":1762572082000,"favorite_count":1,"quote_count":0,"reply_count":0,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1986917930710495664","full_text":"@JimmyFarley00 chin up brother, bader watching down on you \n\ngod bless to you all 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acceptable here\nso they stop pushing as hard. now you have two mid performers.\n\nthe top performer notices this and thinks \"why am i killing myself when these guys coast?\"\n\nthree months later your entire culture is cooked\n\nand you're on twitter blaming \"gen z work ethic\"\n\nno\n\nyou create what you tolerate.","in_reply_to_user_id_str":null,"in_reply_to_status_id_str":null,"is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,168],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"in_reply_to_screen_name":"blvckledge","lang":"en","retweeted":false,"fact_check":null,"id":"1983822032027468155","view_count":875,"bookmark_count":1,"created_at":1761815004000,"favorite_count":1,"quote_count":0,"reply_count":1,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1983822026943950906","full_text":"So what are advertorials?\n\nTheyāre a blend of ads and informational content.\n\nThey are designed like regular blog posts or articles.\n\nBut they subtly promote a product.","in_reply_to_user_id_str":"1240448194984546305","in_reply_to_status_id_str":"1983822026943950906","is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,265],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"in_reply_to_screen_name":"blvckledge","lang":"en","retweeted":false,"fact_check":null,"id":"1983822034531434868","view_count":763,"bookmark_count":0,"created_at":1761815005000,"favorite_count":1,"quote_count":0,"reply_count":1,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1983822026943950906","full_text":"This type of ad is effective because it provides value to the reader.\n\nWhile still soft-selling to them.\n\nThis works great for TOF search adsā¦\n\nSimply because you can target people searching for a problem and then position your product as the solution.\n\nHereās how:","in_reply_to_user_id_str":"1240448194984546305","in_reply_to_status_id_str":"1983822032027468155","is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,244],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"in_reply_to_screen_name":"blvckledge","lang":"en","retweeted":false,"fact_check":null,"id":"1983822038520262739","view_count":676,"bookmark_count":0,"created_at":1761815006000,"favorite_count":0,"quote_count":0,"reply_count":1,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1983822026943950906","full_text":"1. Keyword research\n\nStart with a broad keyword research.\n\nDonāt just focus on high-intent keywords.\n\nLook for keywords your ideal customers are searching.\n\nEverything that solves a problem or fulfills a desire can be spun towards your product.","in_reply_to_user_id_str":"1240448194984546305","in_reply_to_status_id_str":"1983822034531434868","is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,279],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"in_reply_to_screen_name":"blvckledge","lang":"en","retweeted":false,"fact_check":null,"id":"1983822042114736342","view_count":606,"bookmark_count":0,"created_at":1761815007000,"favorite_count":0,"quote_count":0,"reply_count":1,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1983822026943950906","full_text":"For example, \"carnivore diet\" had 368,000 searches in the US in April.\n\nEven if you only sell something related like ābeef supplementā...\n\nBy creating content around this keywordā¦\n\nYou drive a large volume of traffic to your site.\n\nAnd capture this traffic your competitors miss.","in_reply_to_user_id_str":"1240448194984546305","in_reply_to_status_id_str":"1983822038520262739","is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,214],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"in_reply_to_screen_name":"blvckledge","lang":"en","retweeted":false,"fact_check":null,"id":"1983822047785414845","view_count":529,"bookmark_count":0,"created_at":1761815008000,"favorite_count":0,"quote_count":0,"reply_count":1,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1983822026943950906","full_text":"2. SEO\n\nIf you want to make advertorials work on Googleā¦\n\nThey need to be optimized for search engines.\n\nIncorporate the target keywords naturally throughout the content.\n\nFix your internal, external and backlinks.","in_reply_to_user_id_str":"1240448194984546305","in_reply_to_status_id_str":"1983822042114736342","is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,250],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"in_reply_to_screen_name":"blvckledge","lang":"en","retweeted":false,"fact_check":null,"id":"1983822062931059136","view_count":490,"bookmark_count":0,"created_at":1761815012000,"favorite_count":0,"quote_count":0,"reply_count":1,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1983822026943950906","full_text":"3. Authority\n\nA big factor in the success of advertorials is authority.\n\nYou can create that with a study, an influencer, or an expert in the field.\n\nThe goal here is to instill trust.\n\nThe more people trust you, the more chance theyāll buy later on.","in_reply_to_user_id_str":"1240448194984546305","in_reply_to_status_id_str":"1983822047785414845","is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,208],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"in_reply_to_screen_name":"blvckledge","lang":"en","retweeted":false,"fact_check":null,"id":"1983822065577685024","view_count":421,"bookmark_count":0,"created_at":1761815012000,"favorite_count":0,"quote_count":0,"reply_count":1,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1983822026943950906","full_text":"4. Value\n\nAdvertorial wonāt work unless the readers consume and find value from it.\n\nMake it engaging, exciting, and helpful.\n\nIf people like your content and interact with itā¦\n\nGoogle will push it even more.","in_reply_to_user_id_str":"1240448194984546305","in_reply_to_status_id_str":"1983822062931059136","is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,236],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"in_reply_to_screen_name":"blvckledge","lang":"en","retweeted":false,"fact_check":null,"id":"1983822081042125052","view_count":388,"bookmark_count":0,"created_at":1761815016000,"favorite_count":0,"quote_count":0,"reply_count":1,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1983822026943950906","full_text":"5. The āsellingā part\n\nThe readers come to your site to get information.\n\nAnd they don't want to be pushed or sold to.\n\nSo you have to do it in a very smooth way.\n\nShopable links, discount codes, a few CTAs.\n\nThe most important part isā¦","in_reply_to_user_id_str":"1240448194984546305","in_reply_to_status_id_str":"1983822065577685024","is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,247],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"in_reply_to_screen_name":"blvckledge","lang":"en","retweeted":false,"fact_check":null,"id":"1983822083764244783","view_count":376,"bookmark_count":1,"created_at":1761815017000,"favorite_count":0,"quote_count":0,"reply_count":1,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1983822026943950906","full_text":"6. Integrate with your website\n\nMake sure the advertorial blends into your website.\n\nInclude it in the blog section.\n\nLet visitors see the product page, pop-ups, etc.\n\nOnce theyāre in the ābuying environmentā, theyāre much more likely to purchase.","in_reply_to_user_id_str":"1240448194984546305","in_reply_to_status_id_str":"1983822081042125052","is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,222],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"in_reply_to_screen_name":"blvckledge","lang":"en","retweeted":false,"fact_check":null,"id":"1983822088533160068","view_count":1054,"bookmark_count":1,"created_at":1761815018000,"favorite_count":1,"quote_count":0,"reply_count":2,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1983822026943950906","full_text":"Bonus: Remarketing\n\nWhile advertorials work best for TOF trafficā¦\n\nYou can use them for retargeting too.\n\nFor example, if a user abandons their cart, you can retarget them with:\n\n\"10 reasons our customers love our product\"","in_reply_to_user_id_str":"1240448194984546305","in_reply_to_status_id_str":"1983822083764244783","is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,182],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[{"display_url":"calendly.com/echelonn/googlā¦","expanded_url":"https://calendly.com/echelonn/google-youtube-ads-management-nl?month=2024-09","url":"https://t.co/I3IGKGMtwm","indices":[159,182]}],"user_mentions":[]},"favorited":false,"in_reply_to_screen_name":"blvckledge","lang":"en","possibly_sensitive":false,"possibly_sensitive_editable":true,"retweeted":false,"fact_check":null,"id":"1983822091045441654","view_count":1014,"bookmark_count":1,"created_at":1761815018000,"favorite_count":0,"quote_count":0,"reply_count":0,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1983822026943950906","full_text":"If youāre an eCom brand and youād like to scale through SEOā¦\n\nWeāre launching a new SEO service.\n\nBook a call here to get a tailored strategy for your brand:\n\nhttps://t.co/I3IGKGMtwm","in_reply_to_user_id_str":"1240448194984546305","in_reply_to_status_id_str":"1983822088533160068","is_quote_status":0,"is_ai":null,"ai_score":null}]},{"label":"2025-11-01","value":110,"startTime":1761868800000,"endTime":1761955200000,"tweets":[{"bookmarked":false,"display_text_range":[0,303],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"lang":"en","quoted_status_id_str":"1982457553264029983","quoted_status_permalink":{"url":"https://t.co/VqHrNPy33v","expanded":"https://twitter.com/1240448194984546305/status/1982457553264029983","display":"x.com/12404481949845ā¦"},"retweeted":false,"fact_check":null,"id":"1984154464194822352","view_count":3972,"bookmark_count":17,"created_at":1761894262000,"favorite_count":15,"quote_count":1,"reply_count":1,"retweet_count":3,"user_id_str":"1240448194984546305","conversation_id_str":"1984154464194822352","full_text":"šØ google merchant center is adding support for physical subscriptions\n\nwhat you need to know:\n\neligible categories:\n\n> apparel and accessories\n> coffee\n> health care (excl. perscriptions)\n> home and garden\n> personal care\n> pet supplies\n> prepared foods\n> toys\n\nif you're selling in any of these verticals in the US, pay attention\n\nstep 1: verify your google product category is correct\n\nthis is critical. if you're miscategorized, the subscription attributes will flag errors and your products won't show\n\nstep 2: update your product feed with these exact attributes:\n\nsubscription_cost - the recurring price\nsubscription_period - week, month, or year\nperiod_length - how many periods\namount - the actual dollar amount\n\nstep 3: limitations (and the opportunity)\n\ngoogle only supports ONE subscription price per landing page right now\nthat means no tiered pricing.\n\nno \"subscribe for 1, 3, or 5 months\" options on the same page\n\nif you currently have multiple subscription tiers, you need separate landing pages for each\n\nalso: discounts and sales on subscriptions aren't supported yet\n\nthis is going to be huge when it comes to creating and testing subscription-only landing pages and offers\n\nthis comes with its own feed attributes which means you can:\n\n> optimize creative specifically for subscription buyers\n> test subscription-first messaging without confusing one-time purchasers\n> track subscription acquisition costs separately from regular AOV\n> build a customer segment that's naturally higher LTV\n\nif you're to try this...\n\nset up your subscription-only infrastructure\nnew product SKUs in your catalog\nnew landing pages with subscription-first copy\nnew feed in merchant center with subscription attributes\nnew campaigns targeting subscription intent\n\nyes this is more work\n\nthat's why 90% of brands won't do it\nand why you'll have a 6 month head start on them","in_reply_to_user_id_str":null,"in_reply_to_status_id_str":null,"is_quote_status":1,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,277],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"lang":"en","retweeted":false,"fact_check":null,"id":"1984215101893656806","view_count":6044,"bookmark_count":124,"created_at":1761908719000,"favorite_count":81,"quote_count":0,"reply_count":14,"retweet_count":3,"user_id_str":"1240448194984546305","conversation_id_str":"1984215101893656806","full_text":"What landing pages to run with Google ads for higher ROAS:\n\nTOFU (problem aware, not ready to buy):\n\n- blog posts answering their exact question\n- quiz funnels that educate first\n- zero product pushes above fold\n- soft CTAs like \"learn more\" or \"take quiz\"\n- tag everything for retargeting\n\nthese people aren't buying today. stop trying to force it.\n\nMOFU (evaluating solutions):\n\n- comparison pages 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this subscription cpg brand from 10k per week to 10k+ per day spend within 3 months\n\ndemand gen + quiz funnel \n\nearly this year google wasnāt even a channel for them \n\nnow itās the main one\n\nmost google ads agencies donāt have the knowledge or the in house capabilities to actually pull it off\n\nechelonn\nlanding page team\ntech and gmc team\ncreative team\n\nall focused on scaling google ad accounts via prospecting (new customers) \n\nclientās fine breaking even on first sale since ltv and repeat rate are insane\n\nand the clientās a fkn weapon\nnot a weak cunt\nready to scale aggressively\nwhich is why we could push this hard on cold with kpis still tight\n\nthis was all driven by demand gen and a quiz funnel our landing page team built\n\nwarehouse loaded, bfcm goal 20 to 25k per day 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To Scale Google Ads from $0 | MEGA THREAD š§µ\n\nPhase #1: Foundation\n\n3 pillars you need before spending $1:\n\n> Bulletproof Conversion Tracking\n\n> Merchant Center Optimisation\n> First-Party Data Infrastructure\nSkip these and you'll burn through budget with no data to optimize.\n\nHere's how to set up each one correctly:\n\n---\n\nConversion Tracking:\n\nSet only one Primary action per goal for optimisation, mark others as Secondary backups, and set Purchase/Subscription as Account-Default Goal.\n\nCheck Repeat Rate metric for purchase events, it should be close to relevant to your purchase model. i.e. one-time vs. recurring.\n\n---\n\nMerchant Center:\n\nOptimise shipping policies by state/postcode (not generic US-wide)/country, set accurate return windows, and ensure product data quality is pristine.\n\nGoogle will punish poor merchant setups with lower impression share.\n\n---\n\nYour feed needs custom labels for margin, seasonality, and performance segmentation.\n\nThis becomes critical when making bid adjustments at scale.\n\n---\n\nFirst-Party Data:\n\nUpload customer lists. Make audiences for:\n\n> VIP customers\n\n> Buyers\n> Website visitors\n> Non-buyers\nLayer these within your TOF and BOF campaigns.\n\nThis is your fuel for optimising targeting and later breaking into new markets.\n\n---\n\nPhase #2: Campaign Architecture\n\nWhich advertiser will scale faster?\n\nAdvertiser #1: Mixed branded + prospecting in same campaigns\n\nAdvertiser #2: Separated brand and prospecting\nIf you answered Advertiser #1 you're setting yourself up for disaster.\n\nHere's why:\n\n---\n\nAdvertiser #1 Problems:\n\n> Inflated ROAS hiding real prospecting performance\n\n> Rising CPCs on branded terms (often $10-30+ per click!)\n> Can't scale prospecting without overspending on brand\nNow that you understand proper structure, launch these 4 campaign types from day one:\n\n---\n\n4 Core Campaign types:\n\n> Branded Search (Manual CPC, exact/phrase match only)\n\n> Prospecting Search\n> Branded Shopping (Standard Shopping with manual CPC or high target ROAS)\n> Prospecting Shopping/PMax\n---\n\nGeneral Framework per Account Size:\n\nUnder $5K/mo.: One Search (can be mixed), One PMax\n\n$5K-$15K/mo.: Separate Brand and Non-Brand campaigns\nOver $15K/mo.: Further segment by product category or margins\n(good rule of thumb but customise to your marketing mix)\n\n---\n\nNote: If your expected CPA is $X, each campaign needs at least 2X daily budget ($50 CPA = $100/day minimum = ~$3K/month per campaign).\n\n---\n\nBegin with manual bidding for Search campaigns.\n\nEach campaign needs enough budget to generate 2-3 conversions/day minimum for meaningful optimisation data.\n\n---\n\nPhase #3: Data Collection\n\nYour first 14-30 days will look inconsistent. Don't panic if results look weak.\n\nFocus on feed optimisation.\n\nReview search terms at product level.\nWhich products get impressions? What queries drive sales?\n\n---\n\nThen optimise based on real data:\n\nAdd converting keywords to product titles (first 70 characters are most visible)\n\nUpgrade images for high-impression, low-click products (test lifestyle images vs white background)\nFill out optional attributes (color, material, size, pattern)\nBuild negative keyword lists (exclude \"free,\" \"DIY,\" \"tutorial,\" irrelevant terms)\n---\n\nPhase #4: Structural Decisions\n\nHere's when to make the shift to automated bidding:\n\n15 conversions/month: Move to Maximize Conversions (if relevant)\n30 conversions/month: Move to Target CPA (if relevant)\n50 conversions/month: Move to Target ROAS (if relevant)\n---\n\nFor Search campaigns:\n\nAnalyze at ad group level. Split broad targeting into specific ad groups. For example, \"Organic skincare\" and \"anti-aging cream\" should be separate ad groups with tailored messaging.\n\n---\n\nMatch Type:\n\nBrand campaigns: Exact or phrase match ONLY (avoid broad match, it wastes budget on competitor and irrelevant searches)\n\nProspecting: Start with exact/phrase for control, test broad match only with Smart Bidding once you have conversion volume\n\n---\n\nFor Shopping campaigns:\n\nAnalyse at product group level.\n\nHigh impressions + low clicks = image or pricing issue.\n\nHigh clicks + low conversions = landing page problem.\nCreate separate campaigns for your top 20% of products.\n\nThey deserve custom budgets and bidding strategies.\n\n---\n\nPhase #5: Automation & Scaling\n\nOnce you hit the conversion thresholds above, transition to automated bidding.\n\nStart with Maximize Conversions on your prospecting campaigns.\n\nOr Target ROAS/Target CPA based on your conversion volume.\n\n---\n\nAnalyze Search Impression Share, Absolute Top %, and Click Share daily. These tell you how much market share you're capturing. Adjust bids to outspend competitors and claim their spots.\n\n---\n\nScale up when ROAS holds steady for 7+ days and conversion volume shows consistent growth ā Increase budgets by up to 20% weekly (never more than 20% in a single adjustment to maintain stability)\n\nHold if performance shows volatility or external factors create uncertainty\n\nScale down if ROAS drops below target for 3+ consecutive days\n\n---\n\nAt this stage, test top-of-funnel campaigns:\n\nDemand Gen (YouTube + Display on best placements)\n\nTOF Search (informational keywords like \"how to improve gut health naturally\" instead of just \"probiotics for gut health\")\nCompetitor targeting (exact/phrase match on competitor brand names with dedicated comparison landing pages)\nThese are harder to set up and optimize, but there's no ceiling when you crack them.\n\nā\n\nI hope you enjoyed this thread!\n\nI have some advanced TOF strategies I've never shared publicly that turn cold traffic campaigns into profit centers, even on products with little brand recognition.\n\nShould I break this down in a separate thread? RT if you want the advanced scaling playbook.","in_reply_to_user_id_str":null,"in_reply_to_status_id_str":null,"is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,192],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[{"display_url":"echelonn.io","expanded_url":"http://echelonn.io","url":"https://t.co/1Wywq6gxwH","indices":[169,192]}],"user_mentions":[]},"favorited":false,"lang":"en","possibly_sensitive":false,"possibly_sensitive_editable":true,"retweeted":false,"fact_check":null,"id":"1987151368189263887","view_count":1556,"bookmark_count":1,"created_at":1762608780000,"favorite_count":10,"quote_count":0,"reply_count":0,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1987151368189263887","full_text":"opened up a few spots during the week to audit ad accounts prior bfcm\n\ngrab a time if you want to \n\nfree consult call going over your google ad account \n\ngmeet, 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quick win in google ads and seo right now is ātop X productsā landing pages\n\nthe lander below pulled $94Kmo in spend on Search even though it looks ugly asf\n\nhereās the play:\n\nyou build a page that lists 7+ competitors and host it on a separate domain\n\nthe point is to cover a broad range of keywords so you can rank for searches like:\n\nā[competitor brand] alternativesā\nābest [product category]ā\nā[competitor brand] reviewsā\n\nperfect for solution aware audiences who are comparing options\n\nwe usually structure them like this:\n\n1. headline\n\n2. agitate how important it is to pick the right product\n\n3. explain how we made the list (āwe spoke to 10 experts in this categoryā)\n\n4. our product at #1 and why (position cons into non-issues like āonly available onlineā)\n\n5. list other products, but focus on their downsides\n\n6. end with a comparison chart āour product vs othersā\n7. cta\n\nyou can go 2 routes with these:\n\noption one: āindependent reviewā sites\n\nthese tend to be more aggressive\n\nthey highlight both pros & cons of competitors and donāt reveal that you own this page\n\noption two: branded pages\n\nthese keep the design clean and make it clear that they belong to your brand\n\nno negative talk about competitors, more of an informative tone\n\nideal when youāre up against massive brands who could come after you legally.\n\na few rules to make them work:\n\n- keep a non-biased tone. donāt make it obvious that youāre promoting yourself\n- subtly position other options as inferior by highlighting your USPs & their weaknesses\n- link back to your product everywhere itās mentioned\n\nfrom our audits, barely anyoneās running these right now\n\nwhich means thereās a massive edge for those who execute them well.","in_reply_to_user_id_str":null,"in_reply_to_status_id_str":null,"is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[16,74],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[{"id_str":"1503557654303719425","name":"Ryan","screen_name":"PerformanceMax","indices":[0,15]},{"id_str":"1261335549215989760","name":"Polymarket","screen_name":"Polymarket","indices":[16,27]}]},"favorited":false,"in_reply_to_screen_name":"PerformanceMax","lang":"en","retweeted":false,"fact_check":null,"id":"1979132111530623291","view_count":129,"bookmark_count":0,"created_at":1760696840000,"favorite_count":0,"quote_count":0,"reply_count":0,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1979105150980460697","full_text":"@PerformanceMax @Polymarket odds = 100% yes\n\nMy guy!!! Get it done lad š¤š¤š¤","in_reply_to_user_id_str":"1503557654303719425","in_reply_to_status_id_str":"1979105150980460697","is_quote_status":0,"is_ai":null,"ai_score":null}]},{"label":"2025-10-19","value":4197,"startTime":1760745600000,"endTime":1760832000000,"tweets":[{"bookmarked":false,"display_text_range":[0,26],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"lang":"en","quoted_status_id_str":"1917518893129650579","quoted_status_permalink":{"url":"https://t.co/WQiNYz8vLn","expanded":"https://twitter.com/blvckledge/status/1917518893129650579","display":"x.com/blvckledge/staā¦"},"retweeted":false,"fact_check":null,"id":"1979426825999913385","view_count":1255,"bookmark_count":2,"created_at":1760767105000,"favorite_count":3,"quote_count":0,"reply_count":0,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1979426825999913385","full_text":"supp brands (must read) ā¬ļø","in_reply_to_user_id_str":null,"in_reply_to_status_id_str":null,"is_quote_status":1,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,276],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"lang":"en","retweeted":false,"fact_check":null,"id":"1979473357792792800","view_count":1299,"bookmark_count":4,"created_at":1760778199000,"favorite_count":8,"quote_count":0,"reply_count":1,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1979473357792792800","full_text":"Weāve been testing AI Max for the past few months.\n\nHere are some takeaways:\n\n1. 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Keyword research\n\nStart with a broad keyword research.\n\nDonāt just focus on high-intent keywords.\n\nLook for keywords your ideal customers are searching.\n\nEverything that solves a problem or fulfills a desire can be spun towards your product.","in_reply_to_user_id_str":"1240448194984546305","in_reply_to_status_id_str":"1983822034531434868","is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,279],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"in_reply_to_screen_name":"blvckledge","lang":"en","retweeted":false,"fact_check":null,"id":"1983822042114736342","view_count":606,"bookmark_count":0,"created_at":1761815007000,"favorite_count":0,"quote_count":0,"reply_count":1,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1983822026943950906","full_text":"For example, \"carnivore diet\" had 368,000 searches in the US in April.\n\nEven if you only sell something related like ābeef supplementā...\n\nBy creating content around this keywordā¦\n\nYou drive a large volume of traffic to your site.\n\nAnd capture this traffic your competitors miss.","in_reply_to_user_id_str":"1240448194984546305","in_reply_to_status_id_str":"1983822038520262739","is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,214],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[]},"favorited":false,"in_reply_to_screen_name":"blvckledge","lang":"en","retweeted":false,"fact_check":null,"id":"1983822047785414845","view_count":529,"bookmark_count":0,"created_at":1761815008000,"favorite_count":0,"quote_count":0,"reply_count":1,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1983822026943950906","full_text":"2. 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To Scale Google Ads from $0 | MEGA THREAD š§µ\n\nPhase #1: Foundation\n\n3 pillars you need before spending $1:\n\n> Bulletproof Conversion Tracking\n\n> Merchant Center Optimisation\n> First-Party Data Infrastructure\nSkip these and you'll burn through budget with no data to optimize.\n\nHere's how to set up each one correctly:\n\n---\n\nConversion Tracking:\n\nSet only one Primary action per goal for optimisation, mark others as Secondary backups, and set Purchase/Subscription as Account-Default Goal.\n\nCheck Repeat Rate metric for purchase events, it should be close to relevant to your purchase model. i.e. one-time vs. recurring.\n\n---\n\nMerchant Center:\n\nOptimise shipping policies by state/postcode (not generic US-wide)/country, set accurate return windows, and ensure product data quality is pristine.\n\nGoogle will punish poor merchant setups with lower impression share.\n\n---\n\nYour feed needs custom labels for margin, seasonality, and performance segmentation.\n\nThis becomes critical when making bid adjustments at scale.\n\n---\n\nFirst-Party Data:\n\nUpload customer lists. Make audiences for:\n\n> VIP customers\n\n> Buyers\n> Website visitors\n> Non-buyers\nLayer these within your TOF and BOF campaigns.\n\nThis is your fuel for optimising targeting and later breaking into new markets.\n\n---\n\nPhase #2: Campaign Architecture\n\nWhich advertiser will scale faster?\n\nAdvertiser #1: Mixed branded + prospecting in same campaigns\n\nAdvertiser #2: Separated brand and prospecting\nIf you answered Advertiser #1 you're setting yourself up for disaster.\n\nHere's why:\n\n---\n\nAdvertiser #1 Problems:\n\n> Inflated ROAS hiding real prospecting performance\n\n> Rising CPCs on branded terms (often $10-30+ per click!)\n> Can't scale prospecting without overspending on brand\nNow that you understand proper structure, launch these 4 campaign types from day one:\n\n---\n\n4 Core Campaign types:\n\n> Branded Search (Manual CPC, exact/phrase match only)\n\n> Prospecting Search\n> Branded Shopping (Standard Shopping with manual CPC or high target ROAS)\n> Prospecting Shopping/PMax\n---\n\nGeneral Framework per Account Size:\n\nUnder $5K/mo.: One Search (can be mixed), One PMax\n\n$5K-$15K/mo.: Separate Brand and Non-Brand campaigns\nOver $15K/mo.: Further segment by product category or margins\n(good rule of thumb but customise to your marketing mix)\n\n---\n\nNote: If your expected CPA is $X, each campaign needs at least 2X daily budget ($50 CPA = $100/day minimum = ~$3K/month per campaign).\n\n---\n\nBegin with manual bidding for Search campaigns.\n\nEach campaign needs enough budget to generate 2-3 conversions/day minimum for meaningful optimisation data.\n\n---\n\nPhase #3: Data Collection\n\nYour first 14-30 days will look inconsistent. Don't panic if results look weak.\n\nFocus on feed optimisation.\n\nReview search terms at product level.\nWhich products get impressions? What queries drive sales?\n\n---\n\nThen optimise based on real data:\n\nAdd converting keywords to product titles (first 70 characters are most visible)\n\nUpgrade images for high-impression, low-click products (test lifestyle images vs white background)\nFill out optional attributes (color, material, size, pattern)\nBuild negative keyword lists (exclude \"free,\" \"DIY,\" \"tutorial,\" irrelevant terms)\n---\n\nPhase #4: Structural Decisions\n\nHere's when to make the shift to automated bidding:\n\n15 conversions/month: Move to Maximize Conversions (if relevant)\n30 conversions/month: Move to Target CPA (if relevant)\n50 conversions/month: Move to Target ROAS (if relevant)\n---\n\nFor Search campaigns:\n\nAnalyze at ad group level. Split broad targeting into specific ad groups. For example, \"Organic skincare\" and \"anti-aging cream\" should be separate ad groups with tailored messaging.\n\n---\n\nMatch Type:\n\nBrand campaigns: Exact or phrase match ONLY (avoid broad match, it wastes budget on competitor and irrelevant searches)\n\nProspecting: Start with exact/phrase for control, test broad match only with Smart Bidding once you have conversion volume\n\n---\n\nFor Shopping campaigns:\n\nAnalyse at product group level.\n\nHigh impressions + low clicks = image or pricing issue.\n\nHigh clicks + low conversions = landing page problem.\nCreate separate campaigns for your top 20% of products.\n\nThey deserve custom budgets and bidding strategies.\n\n---\n\nPhase #5: Automation & Scaling\n\nOnce you hit the conversion thresholds above, transition to automated bidding.\n\nStart with Maximize Conversions on your prospecting campaigns.\n\nOr Target ROAS/Target CPA based on your conversion volume.\n\n---\n\nAnalyze Search Impression Share, Absolute Top %, and Click Share daily. These tell you how much market share you're capturing. Adjust bids to outspend competitors and claim their spots.\n\n---\n\nScale up when ROAS holds steady for 7+ days and conversion volume shows consistent growth ā Increase budgets by up to 20% weekly (never more than 20% in a single adjustment to maintain stability)\n\nHold if performance shows volatility or external factors create uncertainty\n\nScale down if ROAS drops below target for 3+ consecutive days\n\n---\n\nAt this stage, test top-of-funnel campaigns:\n\nDemand Gen (YouTube + Display on best placements)\n\nTOF Search (informational keywords like \"how to improve gut health naturally\" instead of just \"probiotics for gut health\")\nCompetitor targeting (exact/phrase match on competitor brand names with dedicated comparison landing pages)\nThese are harder to set up and optimize, but there's no ceiling when you crack them.\n\nā\n\nI hope you enjoyed this thread!\n\nI have some advanced TOF strategies I've never shared publicly that turn cold traffic campaigns into profit centers, even on products with little brand recognition.\n\nShould I break this down in a separate thread? RT if you want the advanced scaling playbook.","in_reply_to_user_id_str":null,"in_reply_to_status_id_str":null,"is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[0,192],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[{"display_url":"echelonn.io","expanded_url":"http://echelonn.io","url":"https://t.co/1Wywq6gxwH","indices":[169,192]}],"user_mentions":[]},"favorited":false,"lang":"en","possibly_sensitive":false,"possibly_sensitive_editable":true,"retweeted":false,"fact_check":null,"id":"1987151368189263887","view_count":1556,"bookmark_count":1,"created_at":1762608780000,"favorite_count":10,"quote_count":0,"reply_count":0,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1987151368189263887","full_text":"opened up a few spots during the week to audit ad accounts prior bfcm\n\ngrab a time if you want to \n\nfree consult call going over your google ad account \n\ngmeet, 30mins\n\nhttps://t.co/1Wywq6gxwH","in_reply_to_user_id_str":null,"in_reply_to_status_id_str":null,"is_quote_status":0,"is_ai":null,"ai_score":null},{"bookmarked":false,"display_text_range":[15,83],"entities":{"hashtags":[],"symbols":[],"timestamps":[],"urls":[],"user_mentions":[{"id_str":"866358709122875394","name":"Jimmy Farley","screen_name":"JimmyFarley00","indices":[0,14]}]},"favorited":false,"in_reply_to_screen_name":"JimmyFarley00","lang":"en","retweeted":false,"fact_check":null,"id":"1986997446548070406","view_count":216,"bookmark_count":0,"created_at":1762572082000,"favorite_count":1,"quote_count":0,"reply_count":0,"retweet_count":0,"user_id_str":"1240448194984546305","conversation_id_str":"1986917930710495664","full_text":"@JimmyFarley00 chin up brother, bader watching down on you \n\ngod bless to you all 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