• Person(s) responsible
• Details
• Where: Meta and Google
• Current: Facebook and Instagram (carousel, single image, video)
• Inactive: Google (display and search)
• Eventually: TikTok
• Process
• To start, look at creative from similar brands on Facebook ad library https://www.facebook.com/ads/library
• Search for brands targeting Brolo demographic (refer to customer personas)
• Search for brands that use similar tongue-in-cheek language
• Current examples: Chubbys, Roback, Bogey Brothers, Bad Birdie
• Looking for popular or trending ad types and ideas, (i.e., user-generated content videos, comparisons, simple image ads, etc.)
• Also look at design/ads inspiration sites
• Chase Chappell https://www.chasechappell.com/
• Instagram Instagram
• TikTok TikTok
• Biddyco daily newsletter https://biddyco.com/daily/
• Jet Designs
• Use ChatGPT to generate copy ideas
• Use for ideas, not for actual copy (the copy it generates sucks)
• BroloGPT trained on voice of Brolo brand
• Prompts
• Images
• Library of Brolo images (currently on Gabe’s computer)
• For general images, also use sites like Freepik
• Ad generation (outsourced)
• Hire someone on Upwork
• Give hired person copy generated with ChatGPT and images pulled from library and/or Freepik
• Provide details on ad types
• Ask them to make multiple ads
• Iterate on ads
• Alternative: Use Adcreative.ai
• Use for general awareness ads only
• Decide on ad types
• Colors already uploaded in Adcreative.ai account
• Determine purpose of ads
• Then, develop short copy for ads
• Choose image(s) to use
• Generate ads until satisfied
• Choose ads to download
• Ad types
• Text
• Carousel
• Single image
• Video
• Determining when and where to run ads
• Continue on Meta based on current success
• Tend to run campaigns around “events”
• Holidays (can we outline the most important holidays to run campaigns against)
• New styles or stock replenishments
• Sponsored events
• Audience(s) to target
• Based on customer avatars (Gabe to provide)
• Style guide
• Available in Canva (Gabe to provide)
• Font(s)
• Colors
• Logos
• Buttons
• Other
• Ad performance
• Key metric: RoAS
• Goal is to achieve RoAS of 3x
• RoAS below 1.5: stop campaign
• RoAS between 1.5 and 3.0: monitor and make adjustments
• RoAS above 3.0: Scale up