Chris Mikulin @cmikulin

growth consultant 🚀 • sold my agency • prev ran a yo-yo company 🪀 • ex-mechanical engineer • super into: my family, soccer, basketball, biking Edmonton, Canada Joined December 2013

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David Herrmann @herrmanndigital

3 weeks ago

Take your top best performing ads. Launch a sales campaign, but instead of optimizing for purchases, optimize for daily unique reach. Launch that campaign at like 5% of total spend. To me this has been the biggest contributor overall to pushing net new reach on Meta. The key here is the audience and placements seeing the content. Advantage+ needs to be off. Customize the placements. Exclude all engagers and buyers. I've found launching with interests actually seems to push things higher. Use your cohorts to understand the demo and just send that signal. I usually am a broad maxi, but for these I want a bit more control. I've found if you do give the reigns to Meta it generally does the opposite of what I wanted.

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David Herrmann @herrmanndigital

4 weeks ago

What is working for me on Meta right now: 1. Cutting audience network entirely has resulted in a substantial increase across the board. I laid out when I do this vs leaving on in a tweet last week. Hat tip @rokhladnik 2. Incremental Attribution - when you have a robust social presence, massive retention audience, or have a considerably longer consideration cycle. IA has proven substantially incremental in our Haus tests on the brands that meet this definition. 3. Consolidation - no more than 4-5 total campaigns running sales objective. Incremental reach struggles beyond this in my experience 4. Scaling campaign with taking winning creative and driving to a different LP to prevent overlap. Usually do one ad set per landing page and running either flex ads or post ID. 5. Creating a daily breakdown in Manus looking at the breakdown effect of your ad spend and ads to understand how each ad is playing in the funnel. I use CPMr as the main metric for this. 6. Partnership ads for each stage of funnel mixed in with main scaling campaign. 7. Launching whitelisted DPAs from creator accounts (hat tip @wearetheselect) and it's pretty awesome out of the gate. 8. Similar to 4, if you're launching ONLY PDP/Collection traffic you're CPMr is going to be high, your traffic is going to struggle, launch LPs, listicles, advertorials etc. You need a split set of traffic now 9. 5-10% of ad spend running sales based campaigns on daily unique reach to boost overall new reach using your top performing ads in a sequence. 10. Bid caps combined with a lowest cost testing framework. I like doing this to play both sides of the coin. It's actually incremental and also helps you know when to scale lowest cost based on bid cap spending.

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Cherene @ChereneAubert

4 weeks ago

just want you to know your favorite agencies are begging me for my sheet. your favorite agency's favorite agency: @growthcapitaI

Cherene @ChereneAubert

4 weeks ago

“how many ads do I need at this spend level” Is entirely the wrong question The right question: which formats am I not running, what products need lift, how do I fill gaps? So I made a creative diversity matrix. Now I’m giving it away to whoever wants it.

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Cherene @ChereneAubert

4 weeks ago

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Chris Mikulin @cmikulin

a month ago

@MrYoniLevy I would love that!

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Chris Mikulin @cmikulin

a month ago

Super sad to no longer see @MrYoniLevy at Meta. Thank you Yoni for always and I mean always being there for me when I needed you. Doesn’t matter how big or small the problem was … or how I’m sure insignificant it was compared to your client load … you were always there. I can’t wait to see what you do next!

Yoni Levy @MrYoniLevy

a month ago

Nine years at Meta. I leave with deep gratitude. For the people. For the products. For the privilege of working alongside the sharpest marketing leaders and founders in the world on their biggest growth challenges. What stays with me most is what I learned. About advertising

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Phil Kiel @PhilKiel

a month ago

You can update the timeframe for Purchases in the audience without making any changes to the Ad Set or needing to create a new audience. Also recommend updating the audience in the Existing Customers segment in Advertising Settings.

Phil Kiel @PhilKiel

a month ago

Meta has increased Purchase audience retention from 6 months to 2 years. Testing with increased exclusions, unsure how much of an impact it will have because most accounts are already excluding all customers via email lists.

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Chris Mikulin @cmikulin

a month ago

Sad to see you no longer at Meta. Thank you for always and I mean always being there for me when I needed you. Doesn’t matter how big or small the problem was … or how I’m sure insignificant it was compared to your client load … you were always there. Even when it was something you couldn’t directly help with. You’re a truly special leader and I can’t wait to see what you do next!

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Chris Mikulin @cmikulin

a month ago

• Most NCs research a brand by name before buying, Brand search is the final step of a multi-touch journey (Meta, TikTok, influencer, friend recommendation). • Paid Brand ads sit above the AI Overview, which itself sits above organic listings. Without paid Brand, your organic listing is often pushed below the fold. • Branded Shopping ads display product images, prices, and review stars at the top of the SERP ... organic can't match this format. • Boots and Amazon bid on "Your-Brand" terms. Without paid defence, NCs get intercepted to wholesale channels at lower CM. • Sitelinks (Quiz, Reviews, Starter Bundles) and promo headlines route NCs to the right landing page for their intent. • Mobile dominance: paid ads occupy the entire above-fold; organic is 2-3 scrolls down. ~70% of NCs come via mobile.

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Chris Mikulin @cmikulin

a month ago

Turning off Branded Search entirely would cost this brand roughly ~1,100-1,200 new customers per month, or ~13,000 NCs per year.

Chris Mikulin @cmikulin

a month ago

Did my own geo-lift test using location exclusions and comparables with Claude Code. Got super valuable incremental results. Best part, I didn’t need a +$10k/mo platform to do this.

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Chris Mikulin @cmikulin

a month ago

Had no idea that Harley doesn't care about the environment. science.nasa.gov/climate-change…

Harley Finkelstein @harleyf

a month ago

@cathmckenna Feeling very relieved right now that you’re no longer in a position of power. Canada needs this to survive. There won’t be anyone left living here if we don’t do this.

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Chris Mikulin @cmikulin

a month ago

Did my own geo-lift test using location exclusions and comparables with Claude Code. Got super valuable incremental results. Best part, I didn’t need a +$10k/mo platform to do this.

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Chris Mikulin @cmikulin

a month ago

@codyplof Southstream?

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Chris Mikulin @cmikulin

a month ago

@codyplof @AaronOrendorff @couuor 🙌🙌🙌

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Chris Mikulin @cmikulin

2 months ago

Barça, Barça, Barça!

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Chris Mikulin @cmikulin

2 months ago

I’ve got to say that geoguessr is one of my favourite things that is trending for kids right now. “Okay, let me get this right … you want a little bit of extra screen time to play detective and find places on Google Maps from a photo?”