Motion & Varos: How Creative Strategy Became the Cornerstone of Paid Ads With Coast Digital

Evan Lee: Amazing everybody.

Evan Lee: Well, we are, we are all so excited to have you today. Uh, Sarah and myself and even other people on our team have been going back and forth a long time. Motion, Varos, making it come to life. And then we had to bring the amazing Max to talk all about how creative strategy became the cornerstone of our paid advertising. So everybody, you are in for a treat today. I'm excited to have everyone here. So what I first wanted to do before we start getting into the meat and potatoes of what will be happening today,

Evan Lee: is of course we're going to get to how creative strategy became the cornerstone of paid advertising. But I just wanted to say a quick couple words just around the motion side and then Sarah's going to be able to jump in on the Varos side.

Evan Lee: So Motion, for those who aren't in the loop, uh, we are the home for creative strategy, which means the analytics and reporting behind everything that's going on.

Evan Lee: And the reason that we exist is because creative has become the number one lever for success in all of your paid advertising.

Evan Lee: But what we also know is that that there's a couple different types of people involved. We have our data heads, our media buyers, everyone who lives in spreadsheets, whereas on the other end, we have our creative team members who are exactly that, creative and conceptual. So both of these teams need to be like this, but they're ultimately like this.

Evan Lee: So where Motion comes to play is we really want to help bridge that gap with creative strategy. So what that means and we'll get into some of this later, but what that means is we make it super easy for you you to be able to analyze what's going on,

Evan Lee: visualize that in a really effective way,

Evan Lee: and ultimately share it with all of the number of people who are involved in the process. So that's a big reason why I'm excited to be talking to Max today about why creative strategy is so important in the grand scheme of things. But I'm going to toss it over to Sarah now to talk about Varos a bit.

Sarah Clowes-Walker: All right. Hello everyone. I'm Sarah, head of marketing at Varos. So just to give you a quick overview about what we do. So Varos is a platform that provides real-time benchmarks for uh both marketing and revenue KPIs. So uh your metrics like CAC, your retention, click-through rate, conversion rate, return on ad spend, all of that good stuff, uh to actually show you how you compare to your competitors. So typically as marketers, we only have access to our own historical data, uh which leaves you in some ways uh flying blind um and not understanding if shifts in your metrics are due to overall market changes or if it's actually the work that you're doing. So Varos lets you see how you actually stack up against your competitors, um and dig into those specific underperforming metrics. Um so we're a data co-op. All of our data actually comes directly from our clients. Um and right now we have over 4,500 companies and 5 billion in ad spend uh being tracked on the platform. We integrate with most major platforms, uh so your Facebook ads, TikTok ads, Google ads, GA4, um more always being added. We just recently launched the first um solution for actually benchmarking uh your video ad performance on Facebook. Um and for our agency folks, um we have an agency version as well if you're looking to actually manage um multiple brands within the platform. So, that's a little bit about what we do, but uh yeah, excited to to get into the topics for today.

Evan Lee: So important. Benchmarking, know how you sit in your vertical and your industry, all of that to make the story come to life. So excited that we get to partner on this one.

Evan Lee: Everybody, some housekeeping bits before we go into everything. First things first, questions. If you have any questions, please, please, please throw them into the Q&A tab. So that's in the top right. And what you'll notice is you'll be able to upvote anything that you might be interested in. The second thing I'll note, and I saw one question come through already, is recording. The recording will definitely be made available after the call, so everyone's going to access it. And then the final thing I'll note, I'll throw a couple links in in a second, is that on the motion side of things, we have the creative strategy summit coming up, so if you want to learn even more, come check us out. And we're always hiring. So we have some roles if you're interested, hit me up. Got your back. Make it come to life. Cool.

Evan Lee: All right, everyone.

Evan Lee: Now is when we get to it. The man, the myth, the legend. Max, welcome to the building. We are so excited. We are so excited to have him. I've known, Sarah and I have known Max for a little while now and someone we deeply respect. Director of Partnerships over at Grow, uh, if I can speak anymore, Coast Digital. And for himself, he's been in the game for a while now, but for the past seven years been absolutely crushing it on the performance marketing side of things. And he's had the pleasure of collaborating with clients such as Barstool Sports, Sirius XM, and the Call Her Daddy podcast. So we got some logos up there that are really impactful. So everybody in the chat, can we please show some love to Max and welcome him to what we have going on here?

Thank you. Thank you. Thank you very much.

I love it. Uh, so where I wanted to kick us off everybody is just centering our conversation around what's really going to be going down today. So at Motion, we talk a lot about the creative strategy flywheel and we're of course going to talk about what uh creative strategy and why it's so important here. But basically what we wanted to to kick off with here is starting to get into just like the basics of where do we even start in this entire process. So anyone who's been to a previous event of ours knows how important research is in determining who you're going after and the pain points that you're that you're going to tackle. So Max, I'm wondering if we can introduce people with a real soft lob before we get into all of the details of creative strategy, is when it comes to your research, where do you go to gather information and start to build out your personas?

Max Finke: Yeah, it's a great question and and for us, you know, at at Coast, we consider ourselves a creative first performance agency. So everything that's built in our strategy is meant to drive performance, but that research is what actually goes into driving the results that that we're ultimately after. Um and we kind of separate that during our process between qualitative and quantitative uh sort of research for our creative strategies. So on the qualitative side, I mean, if uh if a if an account has previous data, we're looking at all previous data. We're looking at that for specific creative variables to see what's been tested, what hasn't, what moved the needle the most, what hadn't moved the needle uh very well, just to make sure that we're getting ahead of uh, you know, some tests maybe early on that that don't need to be run. So we're utilizing the data to really give us a head start. Um and then on the qualitative side, it's all about understanding the industry, um and obviously understanding what performs well from a visual perspective, from an aesthetic perspective. So Evan, I mean it's exactly to your point of like merging those two sides of the brain, one being the data driven, one being more so like historical creative mindset that's that's more so visually driven. Um so all of our research is is really rooted in those two things and that's what informs uh for for our clients our first kind of 90-day creative strategy.

Evan Lee: Awesome.

Sarah Clowes-Walker: And yeah, and so with that, um after you go through the process of collecting um sort of your initial research, where does typically this information live after collection or kind of how does that come to life?

Max Finke: Yeah, so I mean, obviously we're on the on the data side of things, we're heavily utilizing both Motion and Varos to to, you know, really pull out that data. Um on the Motion side, obviously we can we can link that directly to those ad accounts. So the the meta account, the TikTok account to really figure out um from like a thumb stop rate perspective, hold rate, click-through rate, etcetera, um again, like where that performance has been or maybe where that performance been has been soft for a particular brand. So that's like a super helpful like baselining exercise for us. Uh and then on the on the Varos side, I guess from from the data perspective, what we really love about that platform is it's really helping us establish what an actionable metric for success looks like, right? So it's one thing, you know, and you'll hear this all the time in e-commerce is like, hey, we just want ROAS to improve. We just want click-through rate to improve. And improving is typically like the goal. Um and we argue that like improving is not a goal. Uh like we want to have a very specific goal that we're shooting for and we found that uh Varos is a super helpful tool to to help us do that. So that, you know, thumb stop rate should be specifically 25% or above as as maybe an example rather than just better.

Evan Lee: Full picture so helpful. Full picture so helpful on that front. Sorry to cut you off, Sarah. I think something that just jumps out to me now is we you've started through your qualitative and quantitative and this has gone to live somewhere. Just to jump back to the qualitative and quantitative side of things, I'm almost wondering if you have like a checklist in mind that you can give to the folks who are listening in where it's just like, hey, when I'm saying quantitative, this is the first place you can kind of start to trickle through versus the qualitative, these are the areas you can dive into. And then maybe we can talk about how to put a bow on that on top of it. But hopefully, you know if that makes sense or if that's if that's possible.

Max Finke: Yeah, absolutely possible. And I think the best way that I can maybe present um how we look at it would be to share a little bit of like what it looks like when we do actually present these findings uh to to our clients. So at the end of the day, um a lot for us is rooted in and I believe I'm sharing my screen here. Um again, so what you'll see pop up on the screen here is is some of our initial Varos uh analysis that that we bring into our creative strategy conversation. So this is obviously rooted um on the quantitative side. So we're looking at um performance metrics, obviously here. So, you know, CPP or CPA, ROAS, CPM, click-through rate, cost per click, etcetera. So really diving into that uh the like performance metrics that can kind of tell the story of again, why something is successful or why it's not or what even what aspects of something are successful or why it's not. Um and again, a very helpful platform to do that. Um and then where we transition that is if we see something soft or something strong, Varos then also provides uh you know, some of these benchmarks in terms of hook rate, uh hold rates for 50 and 75%, uh through plays, average watch time, and then obviously click-through rate. So this gives us that more tactical approach of, let's say if we see in the previous screenshot that, you know, our cost per click is maybe high, how do we get that down and how do we further analyze that is we can look through then like our video metrics. So if our hook rate is really low, that could lead to a very high cost per click. So that's like one of the examples of like how to use this as as a baseline. And then obviously Motion provides us all of that data for the existing creative that's within the account, um which kind of gives us that um that baseline. And that's the that's the quantitative side of things. The qualitative side is really understanding the vast amount of variables that can go into creative testing and prioritizing those. So for us, we have a list of not all, but a lot of the variables. It would be a probably the full presentation if it was all of the variables. But like some core things we're looking at as it informs creative strategy is like what product is your hero product? What flexibility do we have that with that in terms of offers? What format are we presenting that in? Is that a video, a motion graphic, static? There's framework is like a very popular, I'd say like buzzword within creative strategy. So what framework are we operating off of and on and on and on. And then those variables help to kind of inform the qualitative side. So if we know something works well for a competitor, what does that look like? What does that feel like? What does that sound like? Um so that we can again, get as close to something that we know is going to work without just having to throw a bunch of random ads at the wall and spend money to figure that out, right? Like we're very much rooted in the strategy side and obviously like so are Motion and Varos, which is uh why we love them because we believe that you can probably get 80% of the way there with a thorough and thoughtful strategy rather than just like the volume-based approach of testing a bunch of ads and spending money to figure out what works.

Evan Lee: Love it. The final interjection I have and I'll throw it back to Sarah for sure for to sorry for rudely cutting off, is now this makes a ton of sense. Conducting the qualitative, quantitative, marrying it together with the exact method you would talk about is super helpful. Now, when we're talking about putting a bow on it, what I really mean there is like this information is then translated to different audiences. We have in your case, the clients on one side, it's the creative team, whether it be internal or external on that side, and it might be other stakeholders who are involved, whether it's client or creative or in agency side. So on your end, are you always using decks to tell this story so everyone's on board? Or what does the process look like depending on who the audience is?

Max Finke: Yeah, so I mean, as far as like creating an offer, and I'll take this as if we're like creating an offer on behalf of the client to be launched in the in the performance uh campaigns that that we're launching. And that's very client specific. Again, it it can very much go back to some of those battles like the brand versus performance, you know, side of things. Some brands have no issues taking their hero product and like using that as a way to gain uh, you know, traction and engagement from like a buy one get one off like certain, buy one get one free or get a certain percentage off or some like gift with purchase or something of that nature. And we do see those to drive great performance from uh a performance perspective or an advertising perspective. Um so again, very much dependent on on the brand and the client, but often times you can find a lot of insight into what's going to resonate from an offer within the community of that brand. So this kind of goes back to the qualitative sense of like what can drive a great creative strategy. One of our clients comes to mind that has an amazing online community, super active, super engaged. It's a Facebook group. They granted us access to that. We're in there, we're like living, breathing alongside like their very passionate brand advocates. And frankly like that language, the things that they value from that brand is the best thing that you could use to help inform the offer because that is authentic. And rather than just saying like, oh, I get something for free, it's more so I'm getting something that's valuable. And that's the key to a good offer is is really value. And sometimes that's a free product, but often times it's more of like a a deeper, more so like emotional response to that.

Evan Lee: Most definitely. Most definitely. Okay, so we've come to the point where we've built out like uh or collected a lot of information on what the pain points are, both qualitative and quantitative. We've crafted an offer. Now, we're here to talk about is that is that 90-day plan. So we've alluded to it a bunch. But on your end, when you are starting to craft out that that 90-day creative roadmap, where do you begin and how does that evolve?

Max Finke: Yeah, it's a really good question. Um so the way that we look at the 90-day roadmap is this really represents again, those core testing uh like variables that we need to kind of like check off our list in order to say this either works for us or it doesn't. So I would look at the 90-day roadmap as breadth, right? So again, there's thousands of variables. Hopefully the data and the analysis and the research gets us 80% through any sort of like wasted tests that like just won't perform right off the bat. We're going to then get the rest of the way 20% through testing that subset that still exists within the roadmap. But Evan, exactly to your point, this is dynamic, right? So it's not enough to say, cool, here's your assets this month. Talk to you next month. Uh like that's not that's not going to drive performance. So again, the the roadmap is there for structure. One of the processes that is super important to performance for us is iteration. And that happens on a continuous basis just within our performance marketing. So iteration provides you that depth on a particular framework or asset. And that's where really monitoring those creative metrics comes in. Um because for each asset utilizing something like Motion, we can track the thumb stop rate, hold rate, click-through rate, and really understand not only did that asset work, but what pieces of it worked and could it be combined with another high-performing piece of maybe an alternate asset to to Frankenstein together an optimal asset. Um so that's a big part, yeah, exactly. It's alive at the end of the day. Uh but that's, I mean, that's a huge part that happens on a continuous basis. So that's like the sprints. The roadmap's more of the the map, I suppose.

Evan Lee: Cool. That's fantastic. Appreciate you, Max. Now, I think it's a perfect chance for the last 15 minutes here to actually switch over to our Q&A. So everybody, get those into the Q&A tab. If you've thrown it into the chat, make sure to move it on over to the Q&A. I'm immediately breaking my own rules, so I apologize because I saw a question pop up earlier that I really liked. But uh Jacqueline had a question and she had asked, Max, could you give an example of an offer that was inspired by the Facebook group for the client that you had spoken about in that example?

Max Finke: Yeah, it's it's that's a really good um call out because how how do you know that? Um for us, this more so falls into what we consider part of our creative uh strategy or creative direction process uh that we go into, which is really looking at aspirational brands. Uh and this typically is done through leveraging something like ads library, looking at things that are live. Typically, if you're looking at a big brand that does a lot of testing, for instance, we're working with a brand who really loves like Oats overnight uh as an aspirational brand. If you go into their ads library, you start to search through these things and really see like what's been running for the longest amount of time, you can assume those things are high performers, right? So like that's one of the aspects that that we can dive into. Obviously, from like an industry perspective, we can use a tool like Varos to really benchmark that. And then I'd say finally, we also are huge fans of uh Foreplay, which like any, I'm sure creative partner or creative uh employee is or or maybe should be. Um so like for every sort of uh framework or piece of content that we could potentially produce, we have high-performing assets saved based on that same kind of thought process within Foreplay as as great inspiration.

Evan Lee: Shout out to Zach and Foreplay. Always got to have them in the loop. Uh in line with performance, something Pradeep asked here is, how can you decide what to create in month two in advance when you haven't yet received performance from month one? And the real question uh that comes after is, can you articulate how you confidently strategize as you've shown in Milanote? So I think the question is mainly around if you are presenting the entire 90 days, what are you actually showing to the client or internally post 30 days so it actually makes sense in the grand scheme of things.

Max Finke: Yeah, and again, I would I would reference this back to again, the intention of the roadmap is to say in even the best case scenario, there's a lot of tests that you can run creatively. The intention of the roadmap is to say, especially based on your budget because we all know testing an asset for a dollar isn't going to be actionable. So depending on your budget, there is a right amount of assets you should responsibly test to enable them to ideally get through the learning phase within meta or other platforms as efficiently as possible. So we we use this internally, it's our creative calculator is is what we call that. Um as you can see and very aptly named, I suppose. But it's all dependent on your monthly budget, uh how much of your money you dedicate to like new creative tests. So this would be for you to determine because you are doing iterations, things of that nature, and then what your CPA is so that you know based on a certain number of uh engagements like how quickly that ad's going to uh optimize. So this is dynamic. Obviously, if we have clients that have a, let's just play around with it, $25,000 budget, they want to dedicate, let's just say 50% to creative testing. Um this would give you the number of ad concepts. And then within a number of concepts, we typically recommend having what we call them testing assets. So you'd have like three different versions of that concept to test. And that's how this is this is built. And you can see how that scales then with budget, etcetera.

That probably doesn't help answer the question though because he's probably like, that's great for you. Maybe not so great for me. I would I would say, again, most and I'll just give you an average then. Uh so the average amount that we're testing on any given month is probably somewhere between for for one brand, I'd say two to five concepts. So then that would be 6 to 15 total new assets being added to the account each month. And we've seen that to be a healthy uh amount. That's probably more helpful. I probably should have started there.

Evan Lee: Cool. That's fantastic. Appreciate you, Max. Now, I think it's a perfect chance for the last 15 minutes here to actually switch over to our Q&A. So everybody, get those into the Q&A tab. If you've thrown it into the chat, make sure to move it on over to the Q&A. I'm immediately breaking my own rules, so I apologize because I saw a question pop up earlier that I really liked. But uh Jacqueline had a question and she had asked, Max, could you give an example of an offer that was inspired by the Facebook group for the client that you had spoken about in that example?

Max Finke: Yeah, it's that's a really good um call out because how how do you know that? Um for us, this more so falls into what we consider part of our creative uh strategy or creative direction process uh that we go into, which is really looking at aspirational brands. Uh and this typically is done through leveraging something like ads library, looking at things that are live. Typically, if you're looking at a big brand that does a lot of testing, for instance, we're working with a brand who really loves like Oats overnight uh as an aspirational brand. If you go into their ads library, you start to search through these things and really see like what's been running for the longest amount of time, you can assume those things are high performers, right? So like that's one of the aspects that that we can dive into. Obviously, from like an industry perspective, we can use a tool like Varos to really benchmark that. And then I'd say finally, we also are huge fans of uh Foreplay, which like any, I'm sure creative partner or creative uh employee is or or maybe should be. Um so like for every sort of uh framework or piece of content that we could potentially produce, we have high-performing assets saved based on that same kind of thought process within Foreplay as as great inspiration.

Evan Lee: Shout out to Zach and Foreplay. Always got to have them in the loop. Uh in line with performance, something Pradeep asked here is, how can you decide what to create in month two in advance when you haven't yet received performance from month one? And the real question uh that comes after is, can you articulate how you confidently strategize as you've shown in Milanote? So I think the question is mainly around if you are presenting the entire 90 days, what are you actually showing to the client or internally post 30 days so it actually makes sense in the grand scheme of things.

Max Finke: Yeah, it's a great question. Um and I'm sure that everyone here understands that it's it's very hard to repopulate meta creative to something like TikTok, right? So it's it's one of those things where again, depending on where you're at as a brand and if leveraging one of those complimentary platforms like TikTok is a main goal, it's really important to know that you're going to need a dedicated creative budget for that. And that can look like a lot of things. I mean, that can look like sourcing great UGC or like testimonial style content in that format. It can look like, you know, uh leveraging an external partner to produce some of that. You can produce that in house. Like the great thing about TikTok is it doesn't have to be expensive, it just has to be authentic. Um so that is one of the key things to consider when picking your platform. Uh again, one of the reasons we start with what we consider the core platforms or the legacy platforms is because you're able to be a little bit more salesy for lack of a better term in terms of communicating with your customer because they expect that on something like Instagram. You can really learn more about your entire funnel. So you can really learn more about what's generating engagement through like the click-through rates or sorry, through the thumb stop rates. You can learn what's driving action through, you know, the click-through rate. You can learn what offer works the best because you're actually able to present it on those platforms. So that's I think to our brands and to any brand, probably what's most important. For us, all those other metrics lead to that. So for us, it's really understanding the gray area that leads to the performance. But I'd say how we know if something's working is it's driving revenue or a decreased customer acquisition cost for our for our clients.

Sarah Clowes-Walker: Awesome. And just a follow-up question there. So those those times where clients are sort of digging into metrics, which of course inevitably happens and like you said, it all ends up coming down to that and they can still, you know, ask you questions in terms of what's going on here. So how do you handle that just in terms of your reporting um back to clients and and how do you kind of field those types of questions when they arise?

Max Finke: Yeah, it's a really good question. And I'm sure anyone who works in marketing has gotten these questions. You know, it's it's always um about improving. Hey, sure, like great job last month. What have you done for me lately? It's it's one of those things like you establish a 2X ROAS as a great benchmark, you hit that. Cool. Well, now we want three. Like it's a never-ending cycle of of improvement, which is what's so fun about this. But at the end of the day, like Sarah, I mean, that's why we love Varos because it allows us to see or to learn where to best prioritize our improvements. So, for instance, we could be hitting a great ROAS, which is like that end metric, and we could be maybe in the top performers uh for our overarching, you know, ROAS, but maybe that's because we're only targeting bottom of the funnel and we're only doing that with really strong offers. So we're like sacrificing our margin to hit that ROAS. Well, that's probably not the best case scenario. Like we'd probably prefer to be hitting that ROAS while maintaining our margins. So if we then reverse engineer and go backwards in that process and use those same benchmarks, we might find out because we haven't been testing a lot of video content that our, you know, hook rates or hold rates are way below industry standard because we're not targeting that top of the funnel. So those are like the the things that again, fill in the gray area from like a business perspective that we find to be so impactful. And then that's what allows us to focus our efforts and our time because, you know, I've worked in e-commerce for for a decent amount of time now. Historically, if you're only using like ROAS as your North star, you're not telling really the full story at at the end of the day.

Evan Lee: Makes a ton of sense. And and I think like the last question that I have before we can jump to the Q&A everybody, so make sure to keep voting, all that good stuff, is just related to the to the next steps after this. So we've digested on how we will evaluate the actual creatives themselves. We talked about how it's stored and kind of begun to be communicated around. I'm curious about the actual decision-making process that happens after you start to get this data back. So you've run the first 30 days, for example, for a specific uh brand's creative roadmap, and now you're at a place where you've learned. So how are those learnings applied? Are they into net new concepts? Are they into really granular changes like first three second and hook changes? What does that start to look like?

Max Finke: Yeah, it's a great question. Um so the way that we look at the 90-day roadmap is this really represents again, those core testing uh like variables that we need to kind of check off our list in order to say this either works for us or it doesn't. So I would look at the 90-day roadmap as breadth, right? So again, there's thousands of variables. Hopefully the data and the analysis and the research gets us 80% through any sort of like wasted tests that like just won't perform right off the bat. We're going to then get the rest of the way 20% through testing that subset that still exists within the roadmap. But Evan, exactly to your point, this is dynamic, right? So it's not enough to say, cool, here's your assets this month. Talk to you next month. Uh like that's not that's not going to drive performance. So again, the the roadmap is there for structure. One of the processes that is super important to performance for us is iteration. And that happens on a continuous basis just within our performance marketing. So iteration provides you that depth on a particular framework or asset. And that's where really monitoring those creative metrics comes in. Um because for each asset utilizing something like Motion, we can track the thumb stop rate, hold rate, click-through rate, and really understand not only did that asset work, but what pieces of it worked and could it be combined with another high-performing piece of maybe an alternate asset to to Frankenstein together an optimal asset. Um so that's a big part, yeah, exactly. It's alive at the end of the day. Uh but that's, I mean, that's a huge part that happens on a continuous basis. So that's like the sprints. The roadmap's more of the the map, I suppose.

Evan Lee: Cool. That's fantastic. Appreciate you, Max. Now, I think it's a perfect chance for the last 15 minutes here to actually switch over to our Q&A. So everybody, get those into the Q&A tab. If you've thrown it into the chat, make sure to move it on over to the Q&A. I'm immediately breaking my own rules, so I apologize because I saw a question pop up earlier that I really liked. But uh Jacqueline had a question and she had asked, Max, could you give an example of an offer that was inspired by the Facebook group for the client that you had spoken about in that example?

Max Finke: Yeah, it's that's a really good um call out because how how do you know that? Um for us, this more so falls into what we consider part of our creative uh strategy or creative direction process uh that we go into, which is really looking at aspirational brands. Uh and this typically is done through leveraging something like ads library, looking at things that are live. Typically, if you're looking at a big brand that does a lot of testing, for instance, we're working with a brand who really loves like Oats overnight uh as an aspirational brand. If you go into their ads library, you start to search through these things and really see like what's been running for the longest amount of time, you can assume those things are high performers, right? So like that's one of the aspects that that we can dive into. Obviously, from like an industry perspective, we can use a tool like Varos to really benchmark that. And then I'd say finally, we also are huge fans of uh Foreplay, which like any, I'm sure creative partner or creative uh employee is or or maybe should be. Um so like for every sort of uh framework or piece of content that we could potentially produce, we have high-performing assets saved based on that same kind of thought process within Foreplay as as great inspiration.

Evan Lee: Shout out to Zach and Foreplay. Always got to have them in the loop. Uh in line with performance, something Pradeep asked here is, how can you decide what to create in month two in advance when you haven't yet received performance from month one? And the real question uh that comes after is, can you articulate how you confidently strategize as you've shown in Milanote? So I think the question is mainly around if you are presenting the entire 90 days, what are you actually showing to the client or internally post 30 days so it actually makes sense in the grand scheme of things.

Max Finke: Yeah, and again, I would I would reference this back to again, the intention of the roadmap is to say in even the best case scenario, there's a lot of tests that you can run creatively. The intention of the roadmap is to say, especially based on your budget because we all know testing an asset for a dollar isn't going to be actionable. So depending on your budget, there is a right amount of assets you should responsibly test to enable them to ideally get through the learning phase within meta or other platforms as efficiently as possible. So we we use this internally, it's our creative calculator is is what we call that. Um as you can see and very aptly named, I suppose. But it's all dependent on your monthly budget, uh how much of your money you dedicate to like new creative tests. So this would be for you to determine because you are doing iterations, things of that nature, and then what your CPA is so that you know based on a certain number of uh engagements like how quickly that ad's going to uh optimize. So this is dynamic. Obviously, if we have clients that have a, let's just play around with it, $25,000 budget, they want to dedicate, let's just say 50% to creative testing. Um this would give you the number of ad concepts. And then within a number of concepts, we typically recommend having what we call them testing assets. So you'd have like three different versions of that concept to test. And that's how this is this is built. And you can see how that scales then with budget, etcetera.

That probably doesn't help answer the question though because he's probably like, that's great for you. Maybe not so great for me. I would I would say, again, most and I'll just give you an average then. Uh so the average amount that we're testing on any given month is probably somewhere between for for one brand, I'd say two to five concepts. So then that would be 6 to 15 total new assets being added to the account each month. And we've seen that to be a healthy uh amount. That's probably more helpful. I probably should have started there.

Evan Lee: Cool. That's fantastic. Appreciate you, Max. Now, I think it's a perfect chance for the last 15 minutes here to actually switch over to our Q&A. So everybody, get those into the Q&A tab. If you've thrown it into the chat, make sure to move it on over to the Q&A. I'm immediately breaking my own rules, so I apologize because I saw a question pop up earlier that I really liked. But uh Jacqueline had a question and she had asked, Max, could you give an example of an offer that was inspired by the Facebook group for the client that you had spoken about in that example?

Max Finke: Yeah, it's that's a really good um call out because how how do you know that? Um for us, this more so falls into what we consider part of our creative uh strategy or creative direction process uh that we go into, which is really looking at aspirational brands. Uh and this typically is done through leveraging something like ads library, looking at things that are live. Typically, if you're looking at a big brand that does a lot of testing, for instance, we're working with a brand who really loves like Oats overnight uh as an aspirational brand. If you go into their ads library, you start to search through these things and really see like what's been running for the longest amount of time, you can assume those things are high performers, right? So like that's one of the aspects that that we can dive into. Obviously, from like an industry perspective, we can use a tool like Varos to really benchmark that. And then I'd say finally, we also are huge fans of uh Foreplay, which like any, I'm sure creative partner or creative uh employee is or or maybe should be. Um so like for every sort of uh framework or piece of content that we could potentially produce, we have high-performing assets saved based on that same kind of thought process within Foreplay as as great inspiration.

Evan Lee: Shout out to Zach and Foreplay. Always got to have them in the loop. Uh in line with performance, something Pradeep asked here is, how can you decide what to create in month two in advance when you haven't yet received performance from month one? And the real question uh that comes after is, can you articulate how you confidently strategize as you've shown in Milanote? So I think the question is mainly around if you are presenting the entire 90 days, what are you actually showing to the client or internally post 30 days so it actually makes sense in the grand scheme of things.

Max Finke: Yeah, it's a great question. Um and I'm sure that everyone here understands that it's it's very hard to repopulate meta creative to something like TikTok, right? So it's it's one of those things where again, depending on where you're at as a brand and if leveraging one of those complimentary platforms like TikTok is a main goal, it's really important to know that you're going to need a dedicated creative budget for that. And that can look like a lot of things. I mean, that can look like sourcing great UGC or like testimonial style content in that format. It can look like, you know, uh leveraging an external partner to produce some of that. You can produce that in house. Like the great thing about TikTok is it doesn't have to be expensive, it just has to be authentic. Um so that is one of the key things to consider when picking your platform. Uh again, one of the reasons we start with what we consider the core platforms or the legacy platforms is because you're able to be a little bit more salesy for lack of a better term in terms of communicating with your customer because they expect that on something like Instagram. You can really learn more about your entire funnel. So you can really learn more about what's generating engagement through like the click-through rates or sorry, through the thumb stop rates. You can learn what's driving action through, you know, the click-through rate. You can learn what offer works the best because you're actually able to present it on those platforms. So that's I think to our brands and to any brand, probably what's most important. For us, all those other metrics lead to that. So for us, it's really understanding the gray area that leads to the performance. But I'd say how we know if something's working is it's driving revenue or a decreased customer acquisition cost for our for our clients.

Sarah Clowes-Walker: Awesome. And just a follow-up question there. So those those times where clients are sort of digging into metrics, which of course inevitably happens and like you said, it all ends up coming down to that and they can still, you know, ask you questions in terms of what's going on here. So how do you handle that just in terms of your reporting um back to clients and and how do you kind of field those types of questions when they arise?

Max Finke: Yeah, it's a really good question. And I'm sure anyone who works in marketing has gotten these questions. You know, it's it's always um about improving. Hey, sure, like great job last month. What have you done for me lately? It's it's one of those things like you establish a 2X ROAS as a great benchmark, you hit that. Cool. Well, now we want three. Like it's a never-ending cycle of of improvement, which is what's so fun about this. But at the end of the day, like Sarah, I mean, that's why we love Varos because it allows us to see or to learn where to best prioritize our improvements. So, for instance, we could be hitting a great ROAS, which is like that end metric, and we could be maybe in the top performers uh for our overarching, you know, ROAS, but maybe that's because we're only targeting bottom of the funnel and we're only doing that with really strong offers. So we're like sacrificing our margin to hit that ROAS. Well, that's probably not the best case scenario. Like we'd probably prefer to be hitting that ROAS while maintaining our margins. So if we then reverse engineer and go backwards in that process and use those same benchmarks, we might find out because we haven't been testing a lot of video content that our, you know, hook rates or hold rates are way below industry standard because we're not targeting that top of the funnel. So those are like the the things that again, fill in the gray area from like a business perspective that we find to be so impactful. And then that's what allows us to focus our efforts and our time because, you know, I've worked in e-commerce for for a decent amount of time now. Historically, if you're only using like ROAS as your North star, you're not telling really the full story at at the end of the day.

Evan Lee: Makes a ton of sense. And and I think like the last question that I have before we can jump to the Q&A everybody, so make sure to keep voting, all that good stuff, is just related to the to the next steps after this. So we've digested on how we will evaluate the actual creatives themselves. We talked about how it's stored and kind of begun to be communicated around. I'm curious about the actual decision-making process that happens after you start to get this data back. So you've run the first 30 days, for example, for a specific uh brand's creative roadmap, and now you're at a place where you've learned. So how are those learnings applied? Are they into net new concepts? Are they into really granular changes like first three second and hook changes? What does that start to look like?

Max Finke: Yeah, it's a great question. Um so the way that we look at the 90-day roadmap is this really represents again, those core testing uh like variables that we need to kind of check off our list in order to say this either works for us or it doesn't. So I would look at the 90-day roadmap as breadth, right? So again, there's thousands of variables. Hopefully the data and the analysis and the research gets us 80% through any sort of like wasted tests that like just won't perform right off the bat. We're going to then get the rest of the way 20% through testing that subset that still exists within the roadmap. But Evan, exactly to your point, this is dynamic, right? So it's not enough to say, cool, here's your assets this month. Talk to you next month. Uh like that's not that's not going to drive performance. So again, the the roadmap is there for structure. One of the processes that is super important to performance for us is iteration. And that happens on a continuous basis just within our performance marketing. So iteration provides you that depth on a particular framework or asset. And that's where really monitoring those creative metrics comes in. Um because for each asset utilizing something like Motion, we can track the thumb stop rate, hold rate, click-through rate, and really understand not only did that asset work, but what pieces of it worked and could it be combined with another high-performing piece of maybe an alternate asset to to Frankenstein together an optimal asset. Um so that's a big part, yeah, exactly. It's alive at the end of the day. Uh but that's, I mean, that's a huge part that happens on a continuous basis. So that's like the sprints. The roadmap's more of the the map, I suppose.

Evan Lee: Cool. That's fantastic. Appreciate you, Max. Now, I think it's a perfect chance for the last 15 minutes here to actually switch over to our Q&A. So everybody, get those into the Q&A tab. If you've thrown it into the chat, make sure to move it on over to the Q&A. I'm immediately breaking my own rules, so I apologize because I saw a question pop up earlier that I really liked. But uh Jacqueline had a question and she had asked, Max, could you give an example of an offer that was inspired by the Facebook group for the client that you had spoken about in that example?

Max Finke: Yeah, it's that's a really good um call out because how how do you know that? Um for us, this more so falls into what we consider part of our creative uh strategy or creative direction process uh that we go into, which is really looking at aspirational brands. Uh and this typically is done through leveraging something like ads library, looking at things that are live. Typically, if you're looking at a big brand that does a lot of testing, for instance, we're working with a brand who really loves like Oats overnight uh as an aspirational brand. If you go into their ads library, you start to search through these things and really see like what's been running for the longest amount of time, you can assume those things are high performers, right? So like that's one of the aspects that that we can dive into. Obviously, from like an industry perspective, we can use a tool like Varos to really benchmark that. And then I'd say finally, we also are huge fans of uh Foreplay, which like any, I'm sure creative partner or creative uh employee is or or maybe should be. Um so like for every sort of uh framework or piece of content that we could potentially produce, we have high-performing assets saved based on that same kind of thought process within Foreplay as as great inspiration.

Evan Lee: Shout out to Zach and Foreplay. Always got to have them in the loop. Uh in line with performance, something Pradeep asked here is, how can you decide what to create in month two in advance when you haven't yet received performance from month one? And the real question uh that comes after is, can you articulate how you confidently strategize as you've shown in Milanote? So I think the question is mainly around if you are presenting the entire 90 days, what are you actually showing to the client or internally post 30 days so it actually makes sense in the grand scheme of things.

Max Finke: Yeah, and again, I would I would reference this back to again, the intention of the roadmap is to say in even the best case scenario, there's a lot of tests that you can run creatively. The intention of the roadmap is to say, especially based on your budget because we all know testing an asset for a dollar isn't going to be actionable. So depending on your budget, there is a right amount of assets you should responsibly test to enable them to ideally get through the learning phase within meta or other platforms as efficiently as possible. So we we use this internally, it's our creative calculator is is what we call that. Um as you can see and very aptly named, I suppose. But it's all dependent on your monthly budget, uh how much of your money you dedicate to like new creative tests. So this would be for you to determine because you are doing iterations, things of that nature, and then what your CPA is so that you know based on a certain number of uh engagements like how quickly that ad's going to uh optimize. So this is dynamic. Obviously, if we have clients that have a, let's just play around with it, $25,000 budget, they want to dedicate, let's just say 50% to creative testing. Um this would give you the number of ad concepts. And then within a number of concepts, we typically recommend having what we call them testing assets. So you'd have like three different versions of that concept to test. And that's how this is this is built. And you can see how that scales then with budget, etcetera.

That probably doesn't help answer the question though because he's probably like, that's great for you. Maybe not so great for me. I would I would say, again, most and I'll just give you an average then. Uh so the average amount that we're testing on any given month is probably somewhere between for for one brand, I'd say two to five concepts. So then that would be 6 to 15 total new assets being added to the account each month. And we've seen that to be a healthy uh amount. That's probably more helpful. I probably should have started there.

Evan Lee: Cool. That's fantastic. Appreciate you, Max. Now, I think it's a perfect chance for the last 15 minutes here to actually switch over to our Q&A. So everybody, get those into the Q&A tab. If you've thrown it into the chat, make sure to move it on over to the Q&A. I'm immediately breaking my own rules, so I apologize because I saw a question pop up earlier that I really liked. But uh Jacqueline had a question and she had asked, Max, could you give an example of an offer that was inspired by the Facebook group for the client that you had spoken about in that example?

Max Finke: Yeah, it's that's a really good um call out because how how do you know that? Um for us, this more so falls into what we consider part of our creative uh strategy or creative direction process uh that we go into, which is really looking at aspirational brands. Uh and this typically is done through leveraging something like ads library, looking at things that are live. Typically, if you're looking at a big brand that does a lot of testing, for instance, we're working with a brand who really loves like Oats overnight uh as an aspirational brand. If you go into their ads library, you start to search through these things and really see like what's been running for the longest amount of time, you can assume those things are high performers, right? So like that's one of the aspects that that we can dive into. Obviously, from like an industry perspective, we can use a tool like Varos to really benchmark that. And then I'd say finally, we also are huge fans of uh Foreplay, which like any, I'm sure creative partner or creative uh employee is or or maybe should be. Um so like for every sort of uh framework or piece of content that we could potentially produce, we have high-performing assets saved based on that same kind of thought process within Foreplay as as great inspiration.

Evan Lee: Shout out to Zach and Foreplay. Always got to have them in the loop. Uh in line with performance, something Pradeep asked here is, how can you decide what to create in month two in advance when you haven't yet received performance from month one? And the real question uh that comes after is, can you articulate how you confidently strategize as you've shown in Milanote? So I think the question is mainly around if you are presenting the entire 90 days, what are you actually showing to the client or internally post 30 days so it actually makes sense in the grand scheme of things.

Max Finke: Yeah, it's a great question. Um and I'm sure that everyone here understands that it's it's very hard to repopulate meta creative to something like TikTok, right? So it's it's one of those things where again, depending on where you're at as a brand and if leveraging one of those complimentary platforms like TikTok is a main goal, it's really important to know that you're going to need a dedicated creative budget for that. And that can look like a lot of things. I mean, that can look like sourcing great UGC or like testimonial style content in that format. It can look like, you know, uh leveraging an external partner to produce some of that. You can produce that in house. Like the great thing about TikTok is it doesn't have to be expensive, it just has to be authentic. Um so that is one of the key things to consider when picking your platform. Uh again, one of the reasons we start with what we consider the core platforms or the legacy platforms is because you're able to be a little bit more salesy for lack of a better term in terms of communicating with your customer because they expect that on something like Instagram. You can really learn more about your entire funnel. So you can really learn more about what's generating engagement through like the click-through rates or sorry, through the thumb stop rates. You can learn what's driving action through, you know, the click-through rate. You can learn what offer works the best because you're actually able to present it on those platforms. So that's I think to our brands and to any brand, probably what's most important. For us, all those other metrics lead to that. So for us, it's really understanding the gray area that leads to the performance. But I'd say how we know if something's working is it's driving revenue or a decreased customer acquisition cost for our for our clients.

Sarah Clowes-Walker: Awesome. And just a follow-up question there. So those those times where clients are sort of digging into metrics, which of course inevitably happens and like you said, it all ends up coming down to that and they can still, you know, ask you questions in terms of what's going on here. So how do you handle that just in terms of your reporting um back to clients and and how do you kind of field those types of questions when they arise?

Max Finke: Yeah, it's a really good question. And I'm sure anyone who works in marketing has gotten these questions. You know, it's it's always um about improving. Hey, sure, like great job last month. What have you done for me lately? It's it's one of those things like you establish a 2X ROAS as a great benchmark, you hit that. Cool. Well, now we want three. Like it's a never-ending cycle of of improvement, which is what's so fun about this. But at the end of the day, like Sarah, I mean, that's why we love Varos because it allows us to see or to learn where to best prioritize our improvements. So, for instance, we could be hitting a great ROAS, which is like that end metric, and we could be maybe in the top performers uh for our overarching, you know, ROAS, but maybe that's because we're only targeting bottom of the funnel and we're only doing that with really strong offers. So we're like sacrificing our margin to hit that ROAS. Well, that's probably not the best case scenario. Like we'd probably prefer to be hitting that ROAS while maintaining our margins. So if we then reverse engineer and go backwards in that process and use those same benchmarks, we might find out because we haven't been testing a lot of video content that our, you know, hook rates or hold rates are way below industry standard because we're not targeting that top of the funnel. So those are like the the things that again, fill in the gray area from like a business perspective that we find to be so impactful. And then that's what allows us to focus our efforts and our time because, you know, I've worked in e-commerce for for a decent amount of time now. Historically, if you're only using like ROAS as your North star, you're not telling really the full story at at the end of the day.

Evan Lee: Makes a ton of sense. And and I think like the last question that I have before we can jump to the Q&A everybody, so make sure to keep voting, all that good stuff, is just related to the to the next steps after this. So we've digested on how we will evaluate the actual creatives themselves. We talked about how it's stored and kind of begun to be communicated around. I'm curious about the actual decision-making process that happens after you start to get this data back. So you've run the first 30 days, for example, for a specific uh brand's creative roadmap, and now you're at a place where you've learned. So how are those learnings applied? Are they into net new concepts? Are they into really granular changes like first three second and hook changes? What does that start to look like?

Max Finke: Yeah, it's a great question. Um so the way that we look at the 90-day roadmap is this really represents again, those core testing uh like variables that we need to kind of check off our list in order to say this either works for us or it doesn't. So I would look at the 90-day roadmap as breadth, right? So again, there's thousands of variables. Hopefully the data and the analysis and the research gets us 80% through any sort of like wasted tests that like just won't perform right off the bat. We're going to then get the rest of the way 20% through testing that subset that still exists within the roadmap. But Evan, exactly to your point, this is dynamic, right? So it's not enough to say, cool, here's your assets this month. Talk to you next month. Uh like that's not that's not going to drive performance. So again, the the roadmap is there for structure. One of the processes that is super important to performance for us is iteration. And that happens on a continuous basis just within our performance marketing. So iteration provides you that depth on a particular framework or asset. And that's where really monitoring those creative metrics comes in. Um because for each asset utilizing something like Motion, we can track the thumb stop rate, hold rate, click-through rate, and really understand not only did that asset work, but what pieces of it worked and could it be combined with another high-performing piece of maybe an alternate asset to to Frankenstein together an optimal asset. Um so that's a big part, yeah, exactly. It's alive at the end of the day. Uh but that's, I mean, that's a huge part that happens on a continuous basis. So that's like the sprints. The roadmap's more of the the map, I suppose.

Evan Lee: Cool. That's fantastic. Appreciate you, Max. Now, I think it's a perfect chance for the last 15 minutes here to actually switch over to our Q&A. So everybody, get those into the Q&A tab. If you've thrown it into the chat, make sure to move it on over to the Q&A. I'm immediately breaking my own rules, so I apologize because I saw a question pop up earlier that I really liked. But uh Jacqueline had a question and she had asked, Max, could you give an example of an offer that was inspired by the Facebook group for the client that you had spoken about in that example?

Max Finke: Yeah, it's that's a really good um call out because how how do you know that? Um for us, this more so falls into what we consider part of our creative uh strategy or creative direction process uh that we go into, which is really looking at aspirational brands. Uh and this typically is done through leveraging something like ads library, looking at things that are live. Typically, if you're looking at a big brand that does a lot of testing, for instance, we're working with a brand who really loves like Oats overnight uh as an aspirational brand. If you go into their ads library, you start to search through these things and really see like what's been running for the longest amount of time, you can assume those things are high performers, right? So like that's one of the aspects that that we can dive into. Obviously, from like an industry perspective, we can use a tool like Varos to really benchmark that. And then I'd say finally, we also are huge fans of uh Foreplay, which like any, I'm sure creative partner or creative uh employee is or or maybe should be. Um so like for every sort of uh framework or piece of content that we could potentially produce, we have high-performing assets saved based on that same kind of thought process within Foreplay as as great inspiration.

Evan Lee: Shout out to Zach and Foreplay. Always got to have them in the loop. Uh in line with performance, something Pradeep asked here is, how can you decide what to create in month two in advance when you haven't yet received performance from month one? And the real question uh that comes after is, can you articulate how you confidently strategize as you've shown in Milanote? So I think the question is mainly around if you are presenting the entire 90 days, what are you actually showing to the client or internally post 30 days so it actually makes sense in the grand scheme of things.

Max Finke: Yeah, and again, I would I would reference this back to again, the intention of the roadmap is to say in even the best case scenario, there's a lot of tests that you can run creatively. The intention of the roadmap is to say, especially based on your budget because we all know testing an asset for a dollar isn't going to be actionable. So depending on your budget, there is a right amount of assets you should responsibly test to enable them to ideally get through the learning phase within meta or other platforms as efficiently as possible. So we we use this internally, it's our creative calculator is is what we call that. Um as you can see and very aptly named, I suppose. But it's all dependent on your monthly budget, uh how much of your money you dedicate to like new creative tests. So this would be for you to determine because you are doing iterations, things of that nature, and then what your CPA is so that you know based on a certain number of uh engagements like how quickly that ad's going to uh optimize. So this is dynamic. Obviously, if we have clients that have a, let's just play around with it, $25,000 budget, they want to dedicate, let's just say 50% to creative testing. Um this would give you the number of ad concepts. And then within a number of concepts, we typically recommend having what we call them testing assets. So you'd have like three different versions of that concept to test. And that's how this is this is built. And you can see how that scales then with budget, etcetera.

That probably doesn't help answer the question though because he's probably like, that's great for you. Maybe not so great for me. I would I would say, again, most and I'll just give you an average then. Uh so the average amount that we're testing on any given month is probably somewhere between for for one brand, I'd say two to five concepts. So then that would be 6 to 15 total new assets being added to the account each month. And we've seen that to be a healthy uh amount. That's probably more helpful. I probably should have started there.

Evan Lee: Cool. That's fantastic. Appreciate you, Max. Now, I think it's a perfect chance for the last 15 minutes here to actually switch over to our Q&A. So everybody, get those into the Q&A tab. If you've thrown it into the chat, make sure to move it on over to the Q&A. I'm immediately breaking my own rules, so I apologize because I saw a question pop up earlier that I really liked. But uh Jacqueline had a question and she had asked, Max, could you give an example of an offer that was inspired by the Facebook group for the client that you had spoken about in that example?

Max Finke: Yeah, it's that's a really good um call out because how how do you know that? Um for us, this more so falls into what we consider part of our creative uh strategy or creative direction process uh that we go into, which is really looking at aspirational brands. Uh and this typically is done through leveraging something like ads library, looking at things that are live. Typically, if you're looking at a big brand that does a lot of testing, for instance, we're working with a brand who really loves like Oats overnight uh as an aspirational brand. If you go into their ads library, you start to search through these things and really see like what's been running for the longest amount of time, you can assume those things are high performers, right? So like that's one of the aspects that that we can dive into. Obviously, from like an industry perspective, we can use a tool like Varos to really benchmark that. And then I'd say finally, we also are huge fans of uh Foreplay, which like any, I'm sure creative partner or creative uh employee is or or maybe should be. Um so like for every sort of uh framework or piece of content that we could potentially produce, we have high-performing assets saved based on that same kind of thought process within Foreplay as as great inspiration.

Evan Lee: Shout out to Zach and Foreplay. Always got to have them in the loop. Uh in line with performance, something Pradeep asked here is, how can you decide what to create in month two in advance when you haven't yet received performance from month one? And the real question uh that comes after is, can you articulate how you confidently strategize as you've shown in Milanote? So I think the question is mainly around if you are presenting the entire 90 days, what are you actually showing to the client or internally post 30 days so it actually makes sense in the grand scheme of things.

Max Finke: Yeah, it's a great question. Um and I'm sure that everyone here understands that it's it's very hard to repopulate meta creative to something like TikTok, right? So it's it's one of those things where again, depending on where you're at as a brand and if leveraging one of those complimentary platforms like TikTok is a main goal, it's really important to know that you're going to need a dedicated creative budget for that. And that can look like a lot of things. I mean, that can look like sourcing great UGC or like testimonial style content in that format. It can look like, you know, uh leveraging an external partner to produce some of that. You can produce that in house. Like the great thing about TikTok is it doesn't have to be expensive, it just has to be authentic. Um so that is one of the key things to consider when picking your platform. Uh again, one of the reasons we start with what we consider the core platforms or the legacy platforms is because you're able to be a little bit more salesy for lack of a better term in terms of communicating with your customer because they expect that on something like Instagram. You can really learn more about your entire funnel. So you can really learn more about what's generating engagement through like the click-through rates or sorry, through the thumb stop rates. You can learn what's driving action through, you know, the click-through rate. You can learn what offer works the best because you're actually able to present it on those platforms. So that's I think to our brands and to any brand, probably what's most important. For us, all those other metrics lead to that. So for us, it's really understanding the gray area that leads to the performance. But I'd say how we know if something's working is it's driving revenue or a decreased customer acquisition cost for our for our clients.

Sarah Clowes-Walker: Awesome. And just a follow-up question there. So those those times where clients are sort of digging into metrics, which of course inevitably happens and like you said, it all ends up coming down to that and they can still, you know, ask you questions in terms of what's going on here. So how do you handle that just in terms of your reporting um back to clients and and how do you kind of field those types of questions when they arise?

Max Finke: Yeah, it's a really good question. And I'm sure anyone who works in marketing has gotten these questions. You know, it's it's always um about improving. Hey, sure, like great job last month. What have you done for me lately? It's it's one of those things like you establish a 2X ROAS as a great benchmark, you hit that. Cool. Well, now we want three. Like it's a never-ending cycle of of improvement, which is what's so fun about this. But at the end of the day, like Sarah, I mean, that's why we love Varos because it allows us to see or to learn where to best prioritize our improvements. So, for instance, we could be hitting a great ROAS, which is like that end metric, and we could be maybe in the top performers uh for our overarching, you know, ROAS, but maybe that's because we're only targeting bottom of the funnel and we're only doing that with really strong offers. So we're like sacrificing our margin to hit that ROAS. Well, that's probably not the best case scenario. Like we'd probably prefer to be hitting that ROAS while maintaining our margins. So if we then reverse engineer and go backwards in that process and use those same benchmarks, we might find out because we haven't been testing a lot of video content that our, you know, hook rates or hold rates are way below industry standard because we're not targeting that top of the funnel. So those are like the the things that again, fill in the gray area from like a business perspective that we find to be so impactful. And then that's what allows us to focus our efforts and our time because, you know, I've worked in e-commerce for for a decent amount of time now. Historically, if you're only using like ROAS as your North star, you're not telling really the full story at at the end of the day.

Evan Lee: Makes a ton of sense. And and I think like the last question that I have before we can jump to the Q&A everybody, so make sure to keep voting, all that good stuff, is just related to the to the next steps after this. So we've digested on how we will evaluate the actual creatives themselves. We talked about how it's stored and kind of begun to be communicated around. I'm curious about the actual decision-making process that happens after you start to get this data back. So you've run the first 30 days, for example, for a specific uh brand's creative roadmap, and now you're at a place where you've learned. So how are those learnings applied? Are they into net new concepts? Are they into really granular changes like first three second and hook changes? What does that start to look like?

Max Finke: Yeah, it's a great question. Um so the way that we look at the 90-day roadmap is this really represents again, those core testing uh like variables that we need to kind of check off our list in order to say this either works for us or it doesn't. So I would look at the 90-day roadmap as breadth, right? So again, there's thousands of variables. Hopefully the data and the analysis and the research gets us 80% through any sort of like wasted tests that like just won't perform right off the bat. We're going to then get the rest of the way 20% through testing that subset that still exists within the roadmap. But Evan, exactly to your point, this is dynamic, right? So it's not enough to say, cool, here's your assets this month. Talk to you next month. Uh like that's not that's not going to drive performance. So again, the the roadmap is there for structure. One of the processes that is super important to performance for us is iteration. And that happens on a continuous basis just within our performance marketing. So iteration provides you that depth on a particular framework or asset. And that's where really monitoring those creative metrics comes in. Um because for each asset utilizing something like Motion, we can track the thumb stop rate, hold rate, click-through rate, and really understand not only did that asset work, but what pieces of it worked and could it be combined with another high-performing piece of maybe an alternate asset to to Frankenstein together an optimal asset. Um so that's a big part, yeah, exactly. It's alive at the end of the day. Uh but that's, I mean, that's a huge part that happens on a continuous basis. So that's like the sprints. The roadmap's more of the the map, I suppose.

Evan Lee: Cool. That's fantastic. Appreciate you, Max. Now, I think it's a perfect chance for the last 15 minutes here to actually switch over to our Q&A. So everybody, get those into the Q&A tab. If you've thrown it into the chat, make sure to move it on over to the Q&A. I'm immediately breaking my own rules, so I apologize because I saw a question pop up earlier that I really liked. But uh Jacqueline had a question and she had asked, Max, could you give an example of an offer that was inspired by the Facebook group for the client that you had spoken about in that example?

Max Finke: Yeah, it's that's a really good um call out because how how do you know that? Um for us, this more so falls into what we consider part of our creative uh strategy or creative direction process uh that we go into, which is really looking at aspirational brands. Uh and this typically is done through leveraging something like ads library, looking at things that are live. Typically, if you're looking at a big brand that does a lot of testing, for instance, we're working with a brand who really loves like Oats overnight uh as an aspirational brand. If you go into their ads library, you start to search through these things and really see like what's been running for the longest amount of time, you can assume those things are high performers, right? So like that's one of the aspects that that we can dive into. Obviously, from like an industry perspective, we can use a tool like Varos to really benchmark that. And then I'd say finally, we also are huge fans of uh Foreplay, which like any, I'm sure creative partner or creative uh employee is or or maybe should be. Um so like for every sort of uh framework or piece of content that we could potentially produce, we have high-performing assets saved based on that same kind of thought process within Foreplay as as great inspiration.

Evan Lee: Shout out to Zach and Foreplay. Always got to have them in the loop. Uh in line with performance, something Pradeep asked here is, how can you decide what to create in month two in advance when you haven't yet received performance from month one? And the real question uh that comes after is, can you articulate how you confidently strategize as you've shown in Milanote? So I think the question is mainly around if you are presenting the entire 90 days, what are you actually showing to the client or internally post 30 days so it actually makes sense in the grand scheme of things.

Max Finke: Yeah, and again, I would I would reference this back to again, the intention of the roadmap is to say in even the best case scenario, there's a lot of tests that you can run creatively. The intention of the roadmap is to say, especially based on your budget because we all know testing an asset for a dollar isn't going to be actionable. So depending on your budget, there is a right amount of assets you should responsibly test to enable them to ideally get through the learning phase within meta or other platforms as efficiently as possible. So we we use this internally, it's our creative calculator is is what we call that. Um as you can see and very aptly named, I suppose. But it's all dependent on your monthly budget, uh how much of your money you dedicate to like new creative tests. So this would be for you to determine because you are doing iterations, things of that nature, and then what your CPA is so that you know based on a certain number of uh engagements like how quickly that ad's going to uh optimize. So this is dynamic. Obviously, if we have clients that have a, let's just play around with it, $25,000 budget, they want to dedicate, let's just say 50% to creative testing. Um this would give you the number of ad concepts. And then within a number of concepts, we typically recommend having what we call them testing assets. So you'd have like three different versions of that concept to test. And that's how this is this is built. And you can see how that scales then with budget, etcetera.

That probably doesn't help answer the question though because he's probably like, that's great for you. Maybe not so great for me. I would I would say, again, most and I'll just give you an average then. Uh so the average amount that we're testing on any given month is probably somewhere between for for one brand, I'd say two to five concepts. So then that would be 6 to 15 total new assets being added to the account each month. And we've seen that to be a healthy uh amount. That's probably more helpful. I probably should have started there.

Evan Lee: Cool. That's fantastic. Appreciate you, Max. Now, I think it's a perfect chance for the last 15 minutes here to actually switch over to our Q&A. So everybody, get those into the Q&A tab. If you've thrown it into the chat, make sure to move it on over to the Q&A. I'm immediately breaking my own rules, so I apologize because I saw a question pop up earlier that I really liked. But uh Jacqueline had a question and she had asked, Max, could you give an example of an offer that was inspired by the Facebook group for the client that you had spoken about in that example?

Max Finke: Yeah, it's that's a really good um call out because how how do you know that? Um for us, this more so falls into what we consider part of our creative uh strategy or creative direction process uh that we go into, which is really looking at aspirational brands. Uh and this typically is done through leveraging something like ads library, looking at things that are live. Typically, if you're looking at a big brand that does a lot of testing, for instance, we're working with a brand who really loves like Oats overnight uh as an aspirational brand. If you go into their ads library, you start to search through these things and really see like what's been running for the longest amount of time, you can assume those things are high performers, right? So like that's one of the aspects that that we can dive into. Obviously, from like an industry perspective, we can use a tool like Varos to really benchmark that. And then I'd say finally, we also are huge fans of uh Foreplay, which like any, I'm sure creative partner or creative uh employee is or or maybe should be. Um so like for every sort of uh framework or piece of content that we could potentially produce, we have high-performing assets saved based on that same kind of thought process within Foreplay as as great inspiration.

Evan Lee: Shout out to Zach and Foreplay. Always got to have them in the loop. Uh in line with performance, something Pradeep asked here is, how can you decide what to create in month two in advance when you haven't yet received performance from month one? And the real question uh that comes after is, can you articulate how you confidently strategize as you've shown in Milanote? So I think the question is mainly around if you are presenting the entire 90 days, what are you actually showing to the client or internally post 30 days so it actually makes sense in the grand scheme of things.

Max Finke: Yeah, and again, I would I would reference this back to again, the intention of the roadmap is to say in even the best case scenario, there's a lot of tests that you can run creatively. The intention of the roadmap is to say, especially based on your budget because we all know testing an asset for a dollar isn't going to be actionable. So depending on your budget, there is a right amount of assets you should responsibly test to enable them to ideally get through the learning phase within meta or other platforms as efficiently as possible. So we we use this internally, it's our creative calculator is is what we call that. Um as you can see and very aptly named, I suppose. But it's all dependent on your monthly budget, uh how much of your money you dedicate to like new creative tests. So this would be for you to determine because you are doing iterations, things of that nature, and then what your CPA is so that you know based on a certain number of uh engagements like how quickly that ad's going to uh optimize. So this is dynamic. Obviously, if we have clients that have a, let's just play around with it, $25,000 budget, they want to dedicate, let's just say 50% to creative testing. Um this would give you the number of ad concepts. And then within a number of concepts, we typically recommend having what we call them testing assets. So you'd have like three different versions of that concept to test. And that's how this is this is built. And you can see how that scales then with budget, etcetera.

That probably doesn't help answer the question though because he's probably like, that's great for you. Maybe not so great for me. I would I would say, again, most and I'll just give you an average then. Uh so the average amount that we're testing on any given month is probably somewhere between for for one brand, I'd say two to five concepts. So then that would be 6 to 15 total new assets being added to the account each month. And we've seen that to be a healthy uh amount. That's probably more helpful. I probably should have started there.

Evan Lee: Cool. That's fantastic. Appreciate you, Max. Now, I think it's a perfect chance for the last 15 minutes here to actually switch over to our Q&A. So everybody, get those into the Q&A tab. If you've thrown it into the chat, make sure to move it on over to the Q&A. I'm immediately breaking my own rules, so I apologize because I saw a question pop up earlier that I really liked. But uh Jacqueline had a question and she had asked, Max, could you give an example of an offer that was inspired by the Facebook group for the client that you had spoken about in that example?

Max Finke: Yeah, it's that's a really good um call out because how how do you know that? Um for us, this more so falls into what we consider part of our creative uh strategy or creative direction process uh that we go into, which is really looking at aspirational brands. Uh and this typically is done through leveraging something like ads library, looking at things that are live. Typically, if you're looking at a big brand that does a lot of testing, for instance, we're working with a brand who really loves like Oats overnight uh as an aspirational brand. If you go into their ads library, you start to search through these things and really see like what's been running for the longest amount of time, you can assume those things are high performers, right? So like that's one of the aspects that that we can dive into. Obviously, from like an industry perspective, we can use a tool like Varos to really benchmark that. And then I'd say finally, we also are huge fans of uh Foreplay, which like any, I'm sure creative partner or creative uh employee is or or maybe should be. Um so like for every sort of uh framework or piece of content that we could potentially produce, we have high-performing assets saved based on that same kind of thought process within Foreplay as as great inspiration.

Evan Lee: Shout out to Zach and Foreplay. Always got to have them in the loop. Uh in line with performance, something Pradeep asked here is, how can you decide what to create in month two in advance when you haven't yet received performance from month one? And the real question uh that comes after is, can you articulate how you confidently strategize as you've shown in Milanote? So I think the question is mainly around if you are presenting the entire 90 days, what are you actually showing to the client or internally post 30 days so it actually makes sense in the grand scheme of things.

Max Finke: Yeah, and again, I would I would reference this back to again, the intention of the roadmap is to say in even the best case scenario, there's a lot of tests that you can run creatively. The intention of the roadmap is to say, especially based on your budget because we all know testing an asset for a dollar isn't going to be actionable. So depending on your budget, there is a right amount of assets you should responsibly test to enable them to ideally get through the learning phase within meta or other platforms as efficiently as possible. So we we use this internally, it's our creative calculator is is what we call that. Um as you can see and very aptly named, I suppose. But it's all dependent on your monthly budget, uh how much of your money you dedicate to like new creative tests. So this would be for you to determine because you are doing iterations, things of that nature, and then what your CPA is so that you know based on a certain number of uh engagements like how quickly that ad's going to uh optimize. So this is dynamic. Obviously, if we have clients that have a, let's just play around with it, $25,000 budget, they want to dedicate, let's just say 50% to creative testing. Um this would give you the number of ad concepts. And then within a number of concepts, we typically recommend having what we call them testing assets. So you'd have like three different versions of that concept to test. And that's how this is this is built. And you can see how that scales then with budget, etcetera.

That probably doesn't help answer the question though because he's probably like, that's great for you. Maybe not so great for me. I would I would say, again, most and I'll just give you an average then. Uh so the average amount that we're testing on any given month is probably somewhere between for for one brand, I'd say two to five concepts. So then that would be 6 to 15 total new assets being added to the account each month. And we've seen that to be a healthy uh amount. That's probably more helpful. I probably should have started there.

Evan Lee: Cool. That's fantastic. Appreciate you, Max. Now, I think it's a perfect chance for the last 15 minutes here to actually switch over to our Q&A. So everybody, get those into the Q&A tab. If you've thrown it into the chat, make sure to move it on over to the Q&A. I'm immediately breaking my own rules, so I apologize because I saw a question pop up earlier that I really liked. But uh Jacqueline had a question and she had asked, Max, could you give an example of an offer that was inspired by the Facebook group for the client that you had spoken about in that example?

Max Finke: Yeah, it's that's a really good um call out because how how do you know that? Um for us, this more so falls into what we consider part of our creative uh strategy or creative direction process uh that we go into, which is really looking at aspirational brands. Uh and this typically is done through leveraging something like ads library, looking at things that are live. Typically, if you're looking at a big brand that does a lot of testing, for instance, we're working with a brand who really loves like Oats overnight uh as an aspirational brand. If you go into their ads library, you start to search through these things and really see like what's been running for the longest amount of time, you can assume those things are high performers, right? So like that's one of the aspects that that we can dive into. Obviously, from like an industry perspective, we can use a tool like Varos to really benchmark that. And then I'd say finally, we also are huge fans of uh Foreplay, which like any, I'm sure creative partner or creative uh employee is or or maybe should be. Um so like for every sort of uh framework or piece of content that we could potentially produce, we have high-performing assets saved based on that same kind of thought process within Foreplay as as great inspiration.

Evan Lee: Shout out to Zach and Foreplay. Always got to have them in the loop. Uh in line with performance, something Pradeep asked here is, how can you decide what to create in month two in advance when you haven't yet received performance from month one? And the real question uh that comes after is, can you articulate how you confidently strategize as you've shown in Milanote? So I think the question is mainly around if you are presenting the entire 90 days, what are you actually showing to the client or internally post 30 days so it actually makes sense in the grand scheme of things.

Max Finke: Yeah, and again, I would I would reference this back to again, the intention of the roadmap is to say in even the best case scenario, there's a lot of tests that you can run creatively. The intention of the roadmap is to say, especially based on your budget because we all know testing an asset for a dollar isn't going to be actionable. So depending on your budget, there is a right amount of assets you should responsibly test to enable them to ideally get through the learning phase within meta or other platforms as efficiently as possible. So we we use this internally, it's our creative calculator is is what we call that. Um as you can see and very aptly named, I suppose. But it's all dependent on your monthly budget, uh how much of your money you dedicate to like new creative tests. So this would be for you to determine because you are doing iterations, things of that nature, and then what your CPA is so that you know based on a certain number of uh engagements like how quickly that ad's going to uh optimize. So this is dynamic. Obviously, if we have clients that have a, let's just play around with it, $25,000 budget, they want to dedicate, let's just say 50% to creative testing. Um this would give you the number of ad concepts. And then within a number of concepts, we typically recommend having what we call them testing assets. So you'd have like three different versions of that concept to test. And that's how this is this is built. And you can see how that scales then with budget, etcetera.

That probably doesn't help answer the question though because he's probably like, that's great for you. Maybe not so great for me. I would I would say, again, most and I'll just give you an average then. Uh so the average amount that we're testing on any given month is probably somewhere between for for one brand, I'd say two to five concepts. So then that would be 6 to 15 total new assets being added to the account each month. And we've seen that to be a healthy uh amount. That's probably more helpful. I probably should have started there.

Evan Lee: Cool. That's fantastic. Appreciate you, Max. Now, I think it's a perfect chance for the last 15 minutes here to actually switch over to our Q&A. So everybody, get those into the Q&A tab. If you've thrown it into the chat, make sure to move it on over to the Q&A. I'm immediately breaking my own rules, so I apologize because I saw a question pop up earlier that I really liked. But uh Jacqueline had a question and she had asked, Max, could you give an example of an offer that was inspired by the Facebook group for the client that you had spoken about in that example?

Max Finke: Yeah, it's that's a really good um call out because how how do you know that? Um for us, this more so falls into what we consider part of our creative uh strategy or creative direction process uh that we go into, which is really looking at aspirational brands. Uh and this typically is done through leveraging something like ads library, looking at things that are live. Typically, if you're looking at a big brand that does a lot of testing, for instance, we're working with a brand who really loves like Oats overnight uh as an aspirational brand. If you go into their ads library, you start to search through these things and really see like what's been running for the longest amount of time, you can assume those things are high performers, right? So like that's one of the aspects that that we can dive into. Obviously, from like an industry perspective, we can use a tool like Varos to really benchmark that. And then I'd say finally, we also are huge fans of uh Foreplay, which like any, I'm sure creative partner or creative uh employee is or or maybe should be. Um so like for every sort of uh framework or piece of content that we could potentially produce, we have high-performing assets saved based on that same kind of thought process within Foreplay as as great inspiration.

Evan Lee: Shout out to Zach and Foreplay. Always got to have them in the loop. Uh in line with performance, something Pradeep asked here is, how can you decide what to create in month two in advance when you haven't yet received performance from month one? And the real question uh that comes after is, can you articulate how you confidently strategize as you've shown in Milanote? So I think the question is mainly around if you are presenting the entire 90 days, what are you actually showing to the client or internally post 30 days so it actually makes sense in the grand scheme of things.

Max Finke: Yeah, and again, I would I would reference this back to again, the intention of the roadmap is to say in even the best case scenario, there's a lot of tests that you can run creatively. The intention of the roadmap is to say, especially based on your budget because we all know testing an asset for a dollar isn't going to be actionable. So depending on your budget, there is a right amount of assets you should responsibly test to enable them to ideally get through the learning phase within meta or other platforms as efficiently as possible. So we we use this internally, it's our creative calculator is is what we call that. Um as you can see and very aptly named, I suppose. But it's all dependent on your monthly budget, uh how much of your money you dedicate to like new creative tests. So this would be for you to determine because you are doing iterations, things of that nature, and then what your CPA is so that you know based on a certain number of uh engagements like how quickly that ad's going to uh optimize. So this is dynamic. Obviously, if we have clients that have a, let's just play around with it, $25,000 budget, they want to dedicate, let's just say 50% to creative testing. Um this would give you the number of ad concepts. And then within a number of concepts, we typically recommend having what we call them testing assets. So you'd have like three different versions of that concept to test. And that's how this is this is built. And you can see how that scales then with budget, etcetera.

That probably doesn't help answer the question though because he's probably like, that's great for you. Maybe not so great for me. I would I would say, again, most and I'll just give you an average then. Uh so the average amount that we're testing on any given month is probably somewhere between for for one brand, I'd say two to five concepts. So then that would be 6 to 15 total new assets being added to the account each month. And we've seen that to be a healthy uh amount. That's probably more helpful. I probably should have started there.

Evan Lee: Cool. That's fantastic. Appreciate you, Max. Now, I think it's a perfect chance for the last 15 minutes here to actually switch over to our Q&A. So everybody, get those into the Q&A tab. If you've thrown it into the chat, make sure to move it on over to the Q&A. I'm immediately breaking my own rules, so I apologize because I saw a question pop up earlier that I really liked. But uh Jacqueline had a question and she had asked, Max, could you give an example of an offer that was inspired by the Facebook group for the client that you had spoken about in that example?

Max Finke: Yeah, it's that's a really good um call out because how how do you know that? Um for us, this more so falls into what we consider part of our creative uh strategy or creative direction process uh that we go into, which is really looking at aspirational brands. Uh and this typically is done through leveraging something like ads library, looking at things that are live. Typically, if you're looking at a big brand that does a lot of testing, for instance, we're working with a brand who really loves like Oats overnight uh as an aspirational brand. If you go into their ads library, you start to search through these things and really see like what's been running for the longest amount of time, you can assume those things are high performers, right? So like that's one of the aspects that that we can dive into. Obviously, from like an industry perspective, we can use a tool like Varos to really benchmark that. And then I'd say finally, we also are huge fans of uh Foreplay, which like any, I'm sure creative partner or creative uh employee is or or maybe should be. Um so like for every sort of uh framework or piece of content that we could potentially produce, we have high-performing assets saved based on that same kind of thought process within Foreplay as as great inspiration.

Evan Lee: Shout out to Zach and Foreplay. Always got to have them in the loop. Uh in line with performance, something Pradeep asked here is, how can you decide what to create in month two in advance when you haven't yet received performance from month one? And the real question uh that comes after is, can you articulate how you confidently strategize as you've shown in Milanote? So I think the question is mainly around if you are presenting the entire 90 days, what are you actually showing to the client or internally post 30 days so it actually makes sense in the grand scheme of things.

Max Finke: Yeah, and again, I would I would reference this back to again, the intention of the roadmap is to say in even the best case scenario, there's a lot of tests that you can run creatively. The intention of the roadmap is to say, especially based on your budget because we all know testing an asset for a dollar isn't going to be actionable. So depending on your budget, there is a right amount of assets you should responsibly test to enable them to ideally get through the learning phase within meta or other platforms as efficiently as possible. So we we use this internally, it's our creative calculator is is what we call that. Um as you can see and very aptly named, I suppose. But it's all dependent on your monthly budget, uh how much of your money you dedicate to like new creative tests. So this would be for you to determine because you are doing iterations, things of that nature, and then what your CPA is so that you know based on a certain number of uh engagements like how quickly that ad's going to uh optimize. So this is dynamic. Obviously, if we have clients that have a, let's just play around with it, $25,000 budget, they want to dedicate, let's just say 50% to creative testing. Um this would give you the number of ad concepts. And then within a number of concepts, we typically recommend having what we call them testing assets. So you'd have like three different versions of that concept to test. And that's how this is this is built. And you can see how that scales then with budget, etcetera.

That probably doesn't help answer the question though because he's probably like, that's great for you. Maybe not so great for me. I would I would say, again, most and I'll just give you an average then. Uh so the average amount that we're testing on any given month is probably somewhere between for for one brand, I'd say two to five concepts. So then that would be 6 to 15 total new assets being added to the account each month. And we've seen that to be a healthy uh amount. That's probably more helpful. I probably should have started there.

Evan Lee: Cool. That's fantastic. Appreciate you, Max. Now, I think it's a perfect chance for the last 15 minutes here to actually switch over to our Q&A. So everybody, get those into the Q&A tab. If you've thrown it into the chat, make sure to move it on over to the Q&A. I'm immediately breaking my own rules, so I apologize because I saw a question pop up earlier that I really liked. But uh Jacqueline had a question and she had asked, Max, could you give an example of an offer that was inspired by the Facebook group for the client that you had spoken about in that example?

Max Finke: Yeah, it's that's a really good um call out because how how do you know that? Um for us, this more so falls into what we consider part of our creative uh strategy or creative direction process uh that we go into, which is really looking at aspirational brands. Uh and this typically is done through leveraging something like ads library, looking at things that are live. Typically, if you're looking at a big brand that does a lot of testing, for instance, we're working with a brand who really loves like Oats overnight uh as an aspirational brand. If you go into their ads library, you start to search through these things and really see like what's been running for the longest amount of time, you can assume those things are high performers, right? So like that's one of the aspects that that we can dive into. Obviously, from like an industry perspective, we can use a tool like Varos to really benchmark that. And then I'd say finally, we also are huge fans of uh Foreplay, which like any, I'm sure creative partner or creative uh employee is or or maybe should be. Um so like for every sort of uh framework or piece of content that we could potentially produce, we have high-performing assets saved based on that same kind of thought process within Foreplay as as great inspiration.

Evan Lee: Shout out to Zach and Foreplay. Always got to have them in the loop. Uh in line with performance, something Pradeep asked here is, how can you decide what to create in month two in advance when you haven't yet received performance from month one? And the real question uh that comes after is, can you articulate how you confidently strategize as you've shown in Milanote? So I think the question is mainly around if you are presenting the entire 90 days, what are you actually showing to the client or internally post 30 days so it actually makes sense in the grand scheme of things.

Max Finke: Yeah, and again, I would I would reference this back to again, the intention of the roadmap is to say in even the best case scenario, there's a lot of tests that you can run creatively. The intention of the roadmap is to say, especially based on your budget because we all know testing an asset for a dollar isn't going to be actionable. So depending on your budget, there is a right amount of assets you should responsibly test to enable them to ideally get through the learning phase within meta or other platforms as efficiently as possible. So we we use this internally, it's our creative calculator is is what we call that. Um as you can see and very aptly named, I suppose. But it's all dependent on your monthly budget, uh how much of your money you dedicate to like new creative tests. So this would be for you to determine because you are doing iterations, things of that nature, and then what your CPA is so that you know based on a certain number of uh engagements like how quickly that ad's going to uh optimize. So this is dynamic. Obviously, if we have clients that have a, let's just play around with it, $25,000 budget, they want to dedicate, let's just say 50% to creative testing. Um this would give you the number of ad concepts. And then within a number of concepts, we typically recommend having what we call them testing assets. So you'd have like three different versions of that concept to test. And that's how this is this is built. And you can see how that scales then with budget, etcetera.

That probably doesn't help answer the question though because he's probably like, that's great for you. Maybe not so great for me. I would I would say, again, most and I'll just give you an average then. Uh so the average amount that we're testing on any given month is probably somewhere between for for one brand, I'd say two to five concepts. So then that would be 6 to 15 total new assets being added to the account each month. And we've seen that to be a healthy uh amount. That's probably more helpful. I probably should have started there.

Evan Lee: Cool. That's fantastic. Appreciate you, Max. Now, I think it's a perfect chance for the last 15 minutes here to actually switch over to our Q&A. So everybody, get those into the Q&A tab. If you've thrown it into the chat, make sure to move it on over to the Q&A. I'm immediately breaking my own rules, so I apologize because I saw a question pop up earlier that I really liked. But uh Jacqueline had a question and she had asked, Max, could you give an example of an offer that was inspired by the Facebook group for the client that you had spoken about in that example?

Max Finke: Yeah, it's that's a really good um call out because how how do you know that? Um for us, this more so falls into what we consider part of our creative uh strategy or creative direction process uh that we go into, which is really looking at aspirational brands. Uh and this typically is done through leveraging something like ads library, looking at things that are live. Typically, if you're looking at a big brand that does a lot of testing, for instance, we're working with a brand who really loves like Oats overnight uh as an aspirational brand. If you go into their ads library, you start to search through these things and really see like what's been running for the longest amount of time, you can assume those things are high performers, right? So like that's one of the aspects that that we can dive into. Obviously, from like an industry perspective, we can use a tool like Varos to really benchmark that. And then I'd say finally, we also are huge fans of uh Foreplay, which like any, I'm sure creative partner or creative uh employee is or or maybe should be. Um so like for every sort of uh framework or piece of content that we could potentially produce, we have high-performing assets saved based on that same kind of thought process within Foreplay as as great inspiration.

Evan Lee: Shout out to Zach and Foreplay. Always got to have them in the loop. Uh in line with performance, something Pradeep asked here is, how can you decide what to create in month two in advance when you haven't yet received performance from month one? And the real question uh that comes after is, can you articulate how you confidently strategize as you've shown in Milanote? So I think the question is mainly around if you are presenting the entire 90 days, what are you actually showing to the client or internally post 30 days so it actually makes sense in the grand scheme of things.

Max Finke: Yeah, and again, I would I would reference this back to again, the intention of the roadmap is to say in even the best case scenario, there's a lot of tests that you can run creatively. The intention of the roadmap is to say, especially based on your budget because we all know testing an asset for a dollar isn't going to be actionable. So depending on your budget, there is a right amount of assets you should responsibly test to enable them to ideally get through the learning phase within meta or other platforms as efficiently as possible. So we we use this internally, it's our creative calculator is is what we call that. Um as you can see and very aptly named, I suppose. But it's all dependent on your monthly budget, uh how much of your money you dedicate to like new creative tests. So this would be for you to determine because you are doing iterations, things of that nature, and then what your CPA is so that you know based on a certain number of uh engagements like how quickly that ad's going to uh optimize. So this is dynamic. Obviously, if we have clients that have a, let's just play around with it, $25,000 budget, they want to dedicate, let's just say 50% to creative testing. Um this would give you the number of ad concepts. And then within a number of concepts, we typically recommend having what we call them testing assets. So you'd have like three different versions of that concept to test. And that's how this is this is built. And you can see how that scales then with budget, etcetera.

That probably doesn't help answer the question though because he's probably like, that's great for you. Maybe not so great for me. I would I would say, again, most and I'll just give you an average then. Uh so the average amount that we're testing on any given month is probably somewhere between for for one brand, I'd say two to five concepts. So then that would be 6 to 15 total new assets being added to the account each month. And we've seen that to be a healthy uh amount. That's probably more helpful. I probably should have started there.

Evan Lee: Cool. That's fantastic. Appreciate you, Max. Now, I think it's a perfect chance for the last 15 minutes here to actually switch over to our Q&A. So everybody, get those into the Q&A tab. If you've thrown it into the chat, make sure to move it on over to the Q&A. I'm immediately breaking my own rules, so I apologize because I saw a question pop up earlier that I really liked. But uh Jacqueline had a question and she had asked, Max, could you give an example of an offer that was inspired by the Facebook group for the client that you had spoken about in that example?

Max Finke: Yeah, it's that's a really good um call out because how how do you know that? Um for us, this more so falls into what we consider part of our creative uh strategy or creative direction process uh that we go into, which is really looking at aspirational brands. Uh and this typically is done through leveraging something like ads library, looking at things that are live. Typically, if you're looking at a big brand that does a lot of testing, for instance, we're working with a brand who really loves like Oats overnight uh as an aspirational brand. If you go into their ads library, you start to search through these things and really see like what's been running for the longest amount of time, you can assume those things are high performers, right? So like that's one of the aspects that that we can dive into. Obviously, from like an industry perspective, we can use a tool like Varos to really benchmark that. And then I'd say finally, we also are huge fans of uh Foreplay, which like any, I'm sure creative partner or creative uh employee is or or maybe should be. Um so like for every sort of uh framework or piece of content that we could potentially produce, we have high-performing assets saved based on that same kind of thought process within Foreplay as as great inspiration.

Evan Lee: Shout out to Zach and Foreplay. Always got to have them in the loop. Uh in line with performance, something Pradeep asked here is, how can you decide what to create in month two in advance when you haven't yet received performance from month one? And the real question uh that comes after is, can you articulate how you confidently strategize as you've shown in Milanote? So I think the question is mainly around if you are presenting the entire 90 days, what are you actually showing to the client or internally post 30 days so it actually makes sense in the grand scheme of things.

Max Finke: Yeah, and again, I would I would reference this back to again, the intention of the roadmap is to say in even the best case scenario, there's a lot of tests that you can run creatively. The intention of the roadmap is to say, especially based on your budget because we all know testing an asset for a dollar isn't going to be actionable. So depending on your budget, there is a right amount of assets you should responsibly test to enable them to ideally get through the learning phase within meta or other platforms as efficiently as possible. So we we use this internally, it's our creative calculator is is what we call that. Um as you can see and very aptly named, I suppose. But it's all dependent on your monthly budget, uh how much of your money you dedicate to like new creative tests. So this would be for you to determine because you are doing iterations, things of that nature, and then what your CPA is so that you know based on a certain number of uh engagements like how quickly that ad's going to uh optimize. So this is dynamic. Obviously, if we have clients that have a, let's just play around with it, $25,000 budget, they want to dedicate, let's just say 50% to creative testing. Um this would give you the number of ad concepts. And then within a number of concepts, we typically recommend having what we call them testing assets. So you'd have like three different versions of that concept to test. And that's how this is this is built. And you can see how that scales then with budget, etcetera.

That probably doesn't help answer the question though because he's probably like, that's great for you. Maybe not so great for me. I would I would say, again, most and I'll just give you an average then. Uh so the average amount that we're testing on any given month is probably somewhere between for for one brand, I'd say two to five concepts. So then that would be 6 to 15 total new assets being added to the account each month. And we've seen that to be a healthy uh amount. That's probably more helpful. I probably should have started there.

Evan Lee: Cool. That's fantastic. Appreciate you, Max. Now, I think it's a perfect chance for the last 15 minutes here to actually switch over to our Q&A. So everybody, get those into the Q&A tab. If you've thrown it into the chat, make sure to move it on over to the Q&A. I'm immediately breaking my own rules, so I apologize because I saw a question pop up earlier that I really liked. But uh Jacqueline had a question and she had asked, Max, could you give an example of an offer that was inspired by the Facebook group for the client that you had spoken about in that example?

Max Finke: Yeah, it's that's a really good um call out because how how do you know that? Um for us, this more so falls into what we consider part of our creative uh strategy or creative direction process uh that we go into, which is really looking at aspirational brands. Uh and this typically is done through leveraging something like ads library, looking at things that are live. Typically, if you're looking at a big brand that does a lot of testing, for instance, we're working with a brand who really loves like Oats overnight uh as an aspirational brand. If you go into their ads library, you start to search through these things and really see like what's been running for the longest amount of time, you can assume those things are high performers, right? So like that's one of the aspects that that we can dive into. Obviously, from like an industry perspective, we can use a tool like Varos to really benchmark that. And then I'd say finally, we also are huge fans of uh Foreplay, which like any, I'm sure creative partner or creative uh employee is or or maybe should be. Um so like for every sort of uh framework or piece of content that we could potentially produce, we have high-performing assets saved based on that same kind of thought process within Foreplay as as great inspiration.

Evan Lee: Shout out to Zach and Foreplay. Always got to have them in the loop. Uh in line with performance, something Pradeep asked here is, how can you decide what to create in month two in advance when you haven't yet received performance from month one? And the real question uh that comes after is, can you articulate how you confidently strategize as you've shown in Milanote? So I think the question is mainly around if you are presenting the entire 90 days, what are you actually showing to the client or internally post 30 days so it actually makes sense in the grand scheme of things.

Max Finke: Yeah, and again, I would I would reference this back to again, the intention of the roadmap is to say in even the best case scenario, there's a lot of tests that you can run creatively. The intention of the roadmap is to say, especially based on your budget because we all know testing an asset for a dollar isn't going to be actionable. So depending on your budget, there is a right amount of assets you should responsibly test to enable them to ideally get through the learning phase within meta or other platforms as efficiently as possible. So we we use this internally, it's our creative calculator is is what we call that. Um as you can see and very aptly named, I suppose. But it's all dependent on your monthly budget, uh how much of your money you dedicate to like new creative tests. So this would be for you to determine because you are doing iterations, things of that nature, and then what your CPA is so that you know based on a certain number of uh engagements like how quickly that ad's going to uh optimize. So this is dynamic. Obviously, if we have clients that have a, let's just play around with it, $25,000 budget, they want to dedicate, let's just say 50% to creative testing. Um this would give you the number of ad concepts. And then within a number of concepts, we typically recommend having what we call them testing assets. So you'd have like three different versions of that concept to test. And that's how this is this is built. And you can see how that scales then with budget, etcetera.

That probably doesn't help answer the question though because he's probably like, that's great for you. Maybe not so great for me. I would I would say, again, most and I'll just give you an average then. Uh so the average amount that we're testing on any given month is probably somewhere between for for one brand, I'd say two to five concepts. So then that would be 6 to 15 total new assets being added to the account each month. And we've seen that to be a healthy uh amount. That's probably more helpful. I probably should have started there.

Evan Lee: Cool. That's fantastic. Appreciate you, Max. Now, I think it's a perfect chance for the last 15 minutes here to actually switch over to our Q&A. So everybody, get those into the Q&A tab. If you've thrown it into the chat, make sure to move it on over to the Q&A. I'm immediately breaking my own rules, so I apologize because I saw a question pop up earlier that I really liked. But uh Jacqueline had a question and she had asked, Max, could you give an example of an offer that was inspired by the Facebook group for the client that you had spoken about in that example?

Max Finke: Yeah, it's that's a really good um call out because how how do you know that? Um for us, this more so falls into what we consider part of our creative uh strategy or creative direction process uh that we go into, which is really looking at aspirational brands. Uh and this typically is done through leveraging something like ads library, looking at things that are live. Typically, if you're looking at a big brand that does a lot of testing, for instance, we're working with a brand who really loves like Oats overnight uh as an aspirational brand. If you go into their ads library, you start to search through these things and really see like what's been running for the longest amount of time, you can assume those things are high performers, right? So like that's one of the aspects that that we can dive into. Obviously, from like an industry perspective, we can use a tool like Varos to really benchmark that. And then I'd say finally, we also are huge fans of uh Foreplay, which like any, I'm sure creative partner or creative uh employee is or or maybe should be. Um so like for every sort of uh framework or piece of content that we could potentially produce, we have high-performing assets saved based on that same kind of thought process within Foreplay as as great inspiration.

Evan Lee: Shout out to Zach and Foreplay. Always got to have them in the loop. Uh in line with performance, something Pradeep asked here is, how can you decide what to create in month two in advance when you haven't yet received performance from month one? And the real question uh that comes after is, can you articulate how you confidently strategize as you've shown in Milanote? So I think the question is mainly around if you are presenting the entire 90 days, what are you actually showing to the client or internally post 30 days so it actually makes sense in the grand scheme of things.

Max Finke: Yeah, and again, I would I would reference this back to again, the intention of the roadmap is to say in even the best case scenario, there's a lot of tests that you can run creatively. The intention of the roadmap is to say, especially based on your budget because we all know testing an asset for a dollar isn't going to be actionable. So depending on your budget, there is a right amount of assets you should responsibly test to enable them to ideally get through the learning phase within meta or other platforms as efficiently as possible. So we we use this internally, it's our creative calculator is is what we call that. Um as you can see and very aptly named, I suppose. But it's all dependent on your monthly budget, uh how much of your money you dedicate to like new creative tests. So this would be for you to determine because you are doing iterations, things of that nature, and then what your CPA is so that you know based on a certain number of uh engagements like how quickly that ad's going to uh optimize. So this is dynamic. Obviously, if we have clients that have a, let's just play around with it, $25,000 budget, they want to dedicate, let's just say 50% to creative testing. Um this would give you the number of ad concepts. And then within a number of concepts, we typically recommend having what we call them testing assets. So you'd have like three different versions of that concept to test. And that's how this is this is built. And you can see how that scales then with budget, etcetera.

That probably doesn't help answer the question though because he's probably like, that's great for you. Maybe not so great for me. I would I would say, again, most and I'll just give you an average then. Uh so the average amount that we're testing on any given month is probably somewhere between for for one brand, I'd say two to five concepts. So then that would be 6 to 15 total new assets being added to the account each month. And we've seen that to be a healthy uh amount. That's probably more helpful. I probably should have started there.

Evan Lee: Cool. That's fantastic. Appreciate you, Max. Now, I think it's a perfect chance for the last 15 minutes here to actually switch over to our Q&A. So everybody, get those into the Q&A tab. If you've thrown it into the chat, make sure to move it on over to the Q&A. I'm immediately breaking my own rules, so I apologize because I saw a question pop up earlier that I really liked. But uh Jacqueline had a question and she had asked, Max, could you give an example of an offer that was inspired by the Facebook group for the client that you had spoken about in that example?

Max Finke: Yeah, it's that's a really good um call out because how how do you know that? Um for us, this more so falls into what we consider part of our creative uh strategy or creative direction process uh that we go into, which is really looking at aspirational brands. Uh and this typically is done through leveraging something like ads library, looking at things that are live. Typically, if you're looking at a big brand that does a lot of testing, for instance, we're working with a brand who really loves like Oats overnight uh as an aspirational brand. If you go into their ads library, you start to search through these things and really see like what's been running for the longest amount of time, you can assume those things are high performers, right? So like that's one of the aspects that that we can dive into. Obviously, from like an industry perspective, we can use a tool like Varos to really benchmark that. And then I'd say finally, we also are huge fans of uh Foreplay, which like any, I'm sure creative partner or creative uh employee is or or maybe should be. Um so like for every sort of uh framework or piece of content that we could potentially produce, we have high-performing assets saved based on that same kind of thought process within Foreplay as as great inspiration.

Evan Lee: Shout out to Zach and Foreplay. Always got to have them in the loop. Uh in line with performance, something Pradeep asked here is, how can you decide what to create in month two in advance when you haven't yet received performance from month one? And the real question uh that comes after is, can you articulate how you confidently strategize as you've shown in Milanote? So I think the question is mainly around if you are presenting the entire 90 days, what are you actually showing to the client or internally post 30 days so it actually makes sense in the grand scheme of things.

Max Finke: Yeah, and again, I would I would reference this back to again, the intention of the roadmap is to say in even the best case scenario, there's a lot of tests that you can run creatively. The intention of the roadmap is to say, especially based on your budget because we all know testing an asset for a dollar isn't going to be actionable. So depending on your budget, there is a right amount of assets you should responsibly test to enable them to ideally get through the learning phase within meta or other platforms as efficiently as possible. So we we use this internally, it's our creative calculator is is what we call that. Um as you can see and very aptly named, I suppose. But it's all dependent on your monthly budget, uh how much of your money you dedicate to like new creative tests. So this would be for you to determine because you are doing iterations, things of that nature, and then what your CPA is so that you know based on a certain number of uh engagements like how quickly that ad's going to uh optimize. So this is dynamic. Obviously, if we have clients that have a, let's just play around with it, $25,000 budget, they want to dedicate, let's just say 50% to creative testing. Um this would give you the number of ad concepts. And then within a number of concepts, we typically recommend having what we call them testing assets. So you'd have like three different versions of that concept to test. And that's how this is this is built. And you can see how that scales then with budget, etcetera.

That probably doesn't help answer the question though because he's probably like, that's great for you. Maybe not so great for me. I would I would say, again, most and I'll just give you an average then. Uh so the average amount that we're testing on any given month is probably somewhere between for for one brand, I'd say two to five concepts. So then that would be 6 to 15 total new assets being added to the account each month. And we've seen that to be a healthy uh amount. That's probably more helpful. I probably should have started there.

Evan Lee: Cool. That's fantastic. Appreciate you, Max. Now, I think it's a perfect chance for the last 15 minutes here to actually switch over to our Q&A. So everybody, get those into the Q&A tab. If you've thrown it into the chat, make sure to move it on over to the Q&A. I'm immediately breaking my own rules, so I apologize because I saw a question pop up earlier that I really liked. But uh Jacqueline had a question and she had asked, Max, could you give an example of an offer that was inspired by the Facebook group for the client that you had spoken about in that example?

Max Finke: Yeah, it's that's a really good um call out because how how do you know that? Um for us, this more so falls into what we consider part of our creative uh strategy or creative direction process uh that we go into, which is really looking at aspirational brands. Uh and this typically is done through leveraging something like ads library, looking at things that are live. Typically, if you're looking at a big brand that does a lot of testing, for instance, we're working with a brand who really loves like Oats overnight uh as an aspirational brand. If you go into their ads library, you start to search through these things and really see like what's been running for the longest amount of time, you can assume those things are high performers, right? So like that's one of the aspects that that we can dive into. Obviously, from like an industry perspective, we can use a tool like Varos to really benchmark that. And then I'd say finally, we also are huge fans of uh Foreplay, which like any, I'm sure creative partner or creative uh employee is or or maybe should be. Um so like for every sort of uh framework or piece of content that we could potentially produce, we have high-performing assets saved based on that same kind of thought process within Foreplay as as great inspiration.

Evan Lee: Shout out to Zach and Foreplay. Always got to have them in the loop. Uh in line with performance, something Pradeep asked here is, how can you decide what to create in month two in advance when you haven't yet received performance from month one? And the real question uh that comes after is, can you articulate how you confidently strategize as you've shown in Milanote? So I think the question is mainly around if you are presenting the entire 90 days, what are you actually showing to the client or internally post 30 days so it actually makes sense in the grand scheme of things.

Max Finke: Yeah, and again, I would I would reference this back to again, the intention of the roadmap is to say in even the best case scenario, there's a lot of tests that you can run creatively. The intention of the roadmap is to say, especially based on your budget because we all know testing an asset for a dollar isn't going to be actionable. So depending on your budget, there is a right amount of assets you should responsibly test to enable them to ideally get through the learning phase within meta or other platforms as efficiently as possible. So we we use this internally, it's our creative calculator is is what we call that. Um as you can see and very aptly named, I suppose. But it's all dependent on your monthly budget, uh how much of your money you dedicate to like new creative tests. So this would be for you to determine because you are doing iterations, things of that nature, and then what your CPA is so that you know based on a certain number of uh engagements like how quickly that ad's going to uh optimize. So this is dynamic. Obviously, if we have clients that have a, let's just play around with it, $25,000 budget, they want to dedicate, let's just say 50% to creative testing. Um this would give you the number of ad concepts. And then within a number of concepts, we typically recommend having what we call them testing assets. So you'd have like three different versions of that concept to test. And that's how this is this is built. And you can see how that scales then with budget, etcetera.

That probably doesn't help answer the question though because he's probably like, that's great for you. Maybe not so great for me. I would I would say, again, most and I'll just give you an average then. Uh so the average amount that we're testing on any given month is probably somewhere between for for one brand, I'd say two to five concepts. So then that would be 6 to 15 total new assets being added to the account each month. And we've seen that to be a healthy uh amount. That's probably more helpful. I probably should have started there.

Evan Lee: Cool. That's fantastic. Appreciate you, Max. Now, I think it's a perfect chance for the last 15 minutes here to actually switch over to our Q&A. So everybody, get those into the Q&A tab. If you've thrown it into the chat, make sure to move it on over to the Q&A. I'm immediately breaking my own rules, so I apologize because I saw a question pop up earlier that I really liked. But uh Jacqueline had a question and she had asked, Max, could you give an example of an offer that was inspired by the Facebook group for the client that you had spoken about in that example?

Max Finke: Yeah, it's that's a really good um call out because how how do you know that? Um for us, this more so falls into what we consider part of our creative uh strategy or creative direction process uh that we go into, which is really looking at aspirational brands. Uh and this typically is done through leveraging something like ads library, looking at things that are live. Typically, if you're looking at a big brand that does a lot of testing, for instance, we're working with a brand who really loves like Oats overnight uh as an aspirational brand. If you go into their ads library, you start to search through these things and really see like what's been running for the longest amount of time, you can assume those things are high performers, right? So like that's one of the aspects that that we can dive into. Obviously, from like an industry perspective, we can use a tool like Varos to really benchmark that. And then I'd say finally, we also are huge fans of uh Foreplay, which like any, I'm sure creative partner or creative uh employee is or or maybe should be. Um so like for every sort of uh framework or piece of content that we could potentially produce, we have high-performing assets saved based on that same kind of thought process within Foreplay as as great inspiration.

Evan Lee: Shout out to Zach and Foreplay. Always got to have them in the loop. Uh in line with performance, something Pradeep asked here is, how can you decide what to create in month two in advance when you haven't yet received performance from month one? And the real question uh that comes after is, can you articulate how you confidently strategize as you've shown in Milanote? So I think the question is mainly around if you are presenting the entire 90 days, what are you actually showing to the client or internally post 30 days so it actually makes sense in the grand scheme of things.

Max Finke: Yeah, and again, I would I would reference this back to again, the intention of the roadmap is to say in even the best case scenario, there's a lot of tests that you can run creatively. The intention of the roadmap is to say, especially based on your budget because we all know testing an asset for a dollar isn't going to be actionable. So depending on your budget, there is a right amount of assets you should responsibly test to enable them to ideally get through the learning phase within meta or other platforms as efficiently as possible. So we we use this internally, it's our creative calculator is is what we call that. Um as you can see and very aptly named, I suppose. But it's all dependent on your monthly budget, uh how much of your money you dedicate to like new creative tests. So this would be for you to determine because you are doing iterations, things of that nature, and then what your CPA is so that you know based on a certain number of uh engagements like how quickly that ad's going to uh optimize. So this is dynamic. Obviously, if we have clients that have a, let's just play around with it, $25,000 budget, they want to dedicate, let's just say 50% to creative testing. Um this would give you the number of ad concepts. And then within a number of concepts, we typically recommend having what we call them testing assets. So you'd have like three different versions of that concept to test. And that's how this is this is built. And you can see how that scales then with budget, etcetera.

That probably doesn't help answer the question though because he's probably like, that's great for you. Maybe not so great for me. I would I would say, again, most and I'll just give you an average then. Uh so the average amount that we're testing on any given month is probably somewhere between for for one brand, I'd say two to five concepts. So then that would be 6 to 15 total new assets being added to the account each month. And we've seen that to be a healthy uh amount. That's probably more helpful. I probably should have started there.

Evan Lee: Cool. That's fantastic. Appreciate you, Max. Now, I think it's a perfect chance for the last 15 minutes here to actually switch over to our Q&A. So everybody, get those into the Q&A tab. If you've thrown it into the chat, make sure to move it on over to the Q&A. I'm immediately breaking my own rules, so I apologize because I saw a question pop up earlier that I really liked. But uh Jacqueline had a question and she had asked, Max, could you give an example of an offer that was inspired by the Facebook group for the client that you had spoken about in that example?

Max Finke: Yeah, it's that's a really good um call out because how how do you know that? Um for us, this more so falls into what we consider part of our creative uh strategy or creative direction process uh that we go into, which is really looking at aspirational brands. Uh and this typically is done through leveraging something like ads library, looking at things that are live. Typically, if you're looking at a big brand that does a lot of testing, for instance, we're working with a brand who really loves like Oats overnight uh as an aspirational brand. If you go into their ads library, you start to search through these things and really see like what's been running for the longest amount of time, you can assume those things are high performers, right? So like that's one of the aspects that that we can dive into. Obviously, from like an industry perspective, we can use a tool like Varos to really benchmark that. And then I'd say finally, we also are huge fans of uh Foreplay, which like any, I'm sure creative partner or creative uh employee is or or maybe should be. Um so like for every sort of uh framework or piece of content that we could potentially produce, we have high-performing assets saved based on that same kind of thought process within Foreplay as as great inspiration.

Evan Lee: Shout out to Zach and Foreplay. Always got to have them in the loop. Uh in line with performance, something Pradeep asked here is, how can you decide what to create in month two in advance when you haven't yet received performance from month one? And the real question uh that comes after is, can you articulate how you confidently strategize as you've shown in Milanote? So I think the question is mainly around if you are presenting the entire 90 days, what are you actually showing to the client or internally post 30 days so it actually makes sense in the grand scheme of things.

Max Finke: Yeah, and again, I would I would reference this back to again, the intention of the roadmap is to say in even the best case scenario, there's a lot of tests that you can run creatively. The intention of the roadmap is to say, especially based on your budget because we all know testing an asset for a dollar isn't going to be actionable. So depending on your budget, there is a right amount of assets you should responsibly test to enable them to ideally get through the learning phase within meta or other platforms as efficiently as possible. So we we use this internally, it's our creative calculator is is what we call that. Um as you can see and very aptly named, I suppose. But it's all dependent on your monthly budget, uh how much of your money you dedicate to like new creative tests. So this would be for you to determine because you are doing iterations, things of that nature, and then what your CPA is so that you know based on a certain number of uh engagements like how quickly that ad's going to uh optimize. So this is dynamic. Obviously, if we have clients that have a, let's just play around with it, $25,000 budget, they want to dedicate, let's just say 50% to creative testing. Um this would give you the number of ad concepts. And then within a number of concepts, we typically recommend having what we call them testing assets. So you'd have like three different versions of that concept to test. And that's how this is this is built. And you can see how that scales then with budget, etcetera.

That probably doesn't help answer the question though because he's probably like, that's great for you. Maybe not so great for me. I would I would say, again, most and I'll just give you an average then. Uh so the average amount that we're testing on any given month is probably somewhere between for for one brand, I'd say two to five concepts. So then that would be 6 to 15 total new assets being added to the account each month. And we've seen that to be a healthy uh amount. That's probably more helpful. I probably should have started there.

Evan Lee: Cool. That's fantastic. Appreciate you, Max. Now, I think it's a perfect chance for the last 15 minutes here to actually switch over to our Q&A. So everybody, get those into the Q&A tab. If you've thrown it into the chat, make sure to move it on over to the Q&A. I'm immediately breaking my own rules, so I apologize because I saw a question pop up earlier that I really liked. But uh Jacqueline had a question and she had asked, Max, could you give an example of an offer that was inspired by the Facebook group for the client that you had spoken about in that example?

Max Finke: Yeah, it's that's a really good um call out because how how do you know that? Um for us, this more so falls into what we consider part of our creative uh strategy or creative direction process uh that we go into, which is really looking at aspirational brands. Uh and this typically is done through leveraging something like ads library, looking at things that are live. Typically, if you're looking at a big brand that does a lot of testing, for instance, we're working with a brand who really loves like Oats overnight uh as an aspirational brand. If you go into their ads library, you start to search through these things and really see like what's been running for the longest amount of time, you can assume those things are high performers, right? So like that's one of the aspects that that we can dive into. Obviously, from like an industry perspective, we can use a tool like Varos to really benchmark that. And then I'd say finally, we also are huge fans of uh Foreplay, which like any, I'm sure creative partner or creative uh employee is or or maybe should be. Um so like for every sort of uh framework or piece of content that we could potentially produce, we have high-performing assets saved based on that same kind of thought process within Foreplay as as great inspiration.

Evan Lee: Shout out to Zach and Foreplay. Always got to have them in the loop. Uh in line with performance, something Pradeep asked here is, how can you decide what to create in month two in advance when you haven't yet received performance from month one? And the real question uh that comes after is, can you articulate how you confidently strategize as you've shown in Milanote? So I think the question is mainly around if you are presenting the entire 90 days, what are you actually showing to the client or internally post 30 days so it actually makes sense in the grand scheme of things.

Max Finke: Yeah, and again, I would I would reference this back to again, the intention of the roadmap is to say in even the best case scenario, there's a lot of tests that you can run creatively. The intention of the roadmap is to say, especially based on your budget because we all know testing an asset for a dollar isn't going to be actionable. So depending on your budget, there is a right amount of assets you should responsibly test to enable them to ideally get through the learning phase within meta or other platforms as efficiently as possible. So we we use this internally, it's our creative calculator is is what we call that. Um as you can see and very aptly named, I suppose. But it's all dependent on your monthly budget, uh how much of your money you dedicate to like new creative tests. So this would be for you to determine because you are doing iterations, things of that nature, and then what your CPA is so that you know based on a certain number of uh engagements like how quickly that ad's going to uh optimize. So this is dynamic. Obviously, if we have clients that have a, let's just play around with it, $25,000 budget, they want to dedicate, let's just say 50% to creative testing. Um this would give you the number of ad concepts. And then within a number of concepts, we typically recommend having what we call them testing assets. So you'd have like three different versions of that concept to test. And that's how this is this is built. And you can see how that scales then with budget, etcetera.

That probably doesn't help answer the question though because he's probably like, that's great for you. Maybe not so great for me. I would I would say, again, most and I'll just give you an average then. Uh so the average amount that we're testing on any given month is probably somewhere between for for one brand, I'd say two to five concepts. So then that would be 6 to 15 total new assets being added to the account each month. And we've seen that to be a healthy uh amount. That's probably more helpful. I probably should have started there.

Evan Lee: Cool. That's fantastic. Appreciate you, Max. Now, I think it's a perfect chance for the last 15 minutes here to actually switch over to our Q&A. So everybody, get those into the Q&A tab. If you've thrown it into the chat, make sure to move it on over to the Q&A. I'm immediately breaking my own rules, so I apologize because I saw a question pop up earlier that I really liked. But uh Jacqueline had a question and she had asked, Max, could you give an example of an offer that was inspired by the Facebook group for the client that you had spoken about in that example?

Max Finke: Yeah, it's that's a really good um call out because how how do you know that? Um for us, this more so falls into what we consider part of our creative uh strategy or creative direction process uh that we go into, which is really looking at aspirational brands. Uh and this typically is done through leveraging something like ads library, looking at things that are live. Typically, if you're looking at a big brand that does a lot of testing, for instance, we're working with a brand who really loves like Oats overnight uh as an aspirational brand. If you go into their ads library, you start to search through these things and really see like what's been running for the longest amount of time, you can assume those things are high performers, right? So like that's one of the aspects that that we can dive into. Obviously, from like an industry perspective, we can use a tool like Varos to really benchmark that. And then I'd say finally, we also are huge fans of uh Foreplay, which like any, I'm sure creative partner or creative uh employee is or or maybe should be. Um so like for every sort of uh framework or piece of content that we could potentially produce, we have high-performing assets saved based on that same kind of thought process within Foreplay as as great inspiration.

Evan Lee: Shout out to Zach and Foreplay. Always got to have them in the loop. Uh in line with performance, something Pradeep asked here is, how can you decide what to create in month two in advance when you't yet received performance from month one? And the real question uh that comes after is, can you articulate how you confidently strategize as you've shown in Milanote? So I think the question is mainly around if you are presenting the entire 90 days, what are you actually showing to the client or internally post 30 days so it actually makes sense in the grand scheme of things.

Max Finke: Yeah, and again, I would I would reference this back to again, the intention of the roadmap is to say in even the best case scenario, there's a lot of tests that you can run creatively. The intention of the roadmap is to say, especially based on your budget because we all know testing an asset for a dollar isn't going to be actionable. So depending on your budget, there is a right amount of assets you should responsibly test to enable them to ideally get through the learning phase within meta or other platforms as efficiently as possible. So we we use this internally, it's our creative calculator is is what we call that. Um as you can see and very aptly named, I suppose. But it's all dependent on your monthly budget, uh how much of your money you dedicate to like new creative tests. So this would be for you to determine because you are doing iterations, things of that nature, and then what your CPA is so that you know based on a certain number of uh engagements like how quickly that ad's going to uh optimize. So this is dynamic. Obviously, if we have clients that have a, let's just play around with it, $25,000 budget, they want to dedicate, let's just say 50% to creative testing. Um this would give you the number of ad concepts. And then within a number of concepts, we typically recommend having what we call them testing assets. So you'd have like three different versions of that concept to test. And that's how this is this is built. And you can see how that scales then with budget, etcetera.

That probably doesn't help answer the question though because he's probably like, that's great for you. Maybe not so great for me. I would I would say, again, most and I'll just give you an average then. Uh so the average amount that we're testing on any given month is probably somewhere between for for one brand, I'd say two to five concepts. So then that would be 6 to 15 total new assets being added to the account each month. And we've seen that to be a healthy uh amount. That's probably more helpful. I probably should have started there.

Evan Lee: Cool. That's fantastic. Appreciate you, Max. Now, I think it's a perfect chance for the last 15 minutes here to actually switch over to our Q&A. So everybody, get those into the Q&A tab. If you've thrown it into the chat, make sure to move it on over to the Q&A. I'm immediately breaking my own rules, so I apologize because I saw a question pop up earlier that I really liked. But uh Jacqueline had a question and she had asked, Max, could you give an example of an offer that was inspired by the Facebook group for the client that you had spoken about in that example?

Max Finke: Yeah, it's that's a really good um call out because how how do you know that? Um for us, this more so falls into what we consider part of our creative uh strategy or creative direction process uh that we go into, which is really looking at aspirational brands. Uh and this typically is done through leveraging something like ads library, looking at things that are live. Typically, if you're looking at a big brand that does a lot of testing, for instance, we're working with a brand who really loves like Oats overnight uh as an aspirational brand. If you go into their ads library, you start to search through these things and really see like what's been running for the longest amount of time, you can assume those things are high performers, right? So like that's one of the aspects that that we can dive into. Obviously, from like an industry perspective, we can use a tool like Varos to really benchmark that. And then I'd say finally, we also are huge fans of uh Foreplay, which like any, I'm sure creative partner or creative uh employee is or or maybe should be. Um so like for every sort of uh framework or piece of content that we could potentially produce, we have high-performing assets saved based on that same kind of thought process within Foreplay as as great inspiration.

Evan Lee: Shout out to Zach and Foreplay. Always got to have them in the loop. Uh in line with performance, something Pradeep asked here is, how can you decide what to create in month two in advance when you haven't yet received performance from month one? And the real question uh that comes after is, can you articulate how you confidently strategize as you've shown in Milanote? So I think the question is mainly around if you are presenting the entire 90 days, what are you actually showing to the client or internally post 30 days so it actually makes sense in the grand scheme of things.

Max Finke: Yeah, and again, I would I would reference this back to again, the intention of the roadmap is to say in even the best case scenario, there's a lot of tests that you can run creatively. The intention of the roadmap is to say, especially based on your budget because we all know testing an asset for a dollar isn't going to be actionable. So depending on your budget, there is a right amount of assets you should responsibly test to enable them to ideally get through the learning phase within meta or other platforms as efficiently as possible. So we we use this internally, it's our creative calculator is is what we call that. Um as you can see and very aptly named, I suppose. But it's all dependent on your monthly budget, uh how much of your money you dedicate to like new creative tests. So this would be for you to determine because you are doing iterations, things of that nature, and then what your CPA is so that you know based on a certain number of uh engagements like how quickly that ad's going to uh optimize. So this is dynamic. Obviously, if we have clients that have a, let's just play around with it, $25,000 budget, they want to dedicate, let's just say 50% to creative testing. Um this would give you the number of ad concepts. And then within a number of concepts, we typically recommend having what we call them testing assets. So you'd have like three different versions of that concept to test. And that's how this is this is built. And you can see how that scales then with budget, etcetera.

That probably doesn't help answer the question though because he's probably like, that's great for you. Maybe not so great for me. I would I would say, again, most and I'll just give you an average then. Uh so the average amount that we're testing on any given month is probably somewhere between for for one brand, I'd say two to five concepts. So then that would be 6 to 15 total new assets being added to the account each month. And we've seen that to be a healthy uh amount. That's probably more helpful. I probably should have started there.

Evan Lee: Cool. That's fantastic. Appreciate you, Max. Now, I think it's a perfect chance for the last 15 minutes here to actually switch over to our Q&A. So everybody, get those into the Q&A tab. If you've thrown it into the chat, make sure to move it on over to the Q&A. I'm immediately breaking my own rules, so I apologize because I saw a question pop up earlier that I really liked. But uh Jacqueline had a question and she had asked, Max, could you give an example of an offer that was inspired by the Facebook group for the client that you had spoken about in that example?

Max Finke: Yeah, it's that's a really good um call out because how how do you know that? Um for us, this more so falls into what we consider part of our creative uh strategy or creative direction process uh that we go into, which is really looking at aspirational brands. Uh and this typically is done through leveraging something like ads library, looking at things that are live. Typically, if you're looking at a big brand that does a lot of testing, for instance, we're working with a brand who really loves like Oats overnight uh as an aspirational brand. If you go into their ads library, you start to search through these things and really see like what's been running for the longest amount of time, you can assume those things are high performers, right? So like that's one of the aspects that that we can dive into. Obviously, from like an industry perspective, we can use a tool like Varos to really benchmark that. And then I'd say finally, we also are huge fans of uh Foreplay, which like any, I'm sure creative partner or creative uh employee is or or maybe should be. Um so like for every sort of uh framework or piece of content that we could potentially produce, we have high-performing assets saved based on that same kind of thought process within Foreplay as as great inspiration.

Evan Lee: Shout out to Zach and Foreplay. Always got to have them in the loop. Uh in line with performance, something Pradeep asked here is, how can you decide what to create in month two in advance when you haven't yet received performance from month one? And the real question uh that comes after is, can you articulate how you confidently strategize as you've shown in Milanote? So I think the question is mainly around if you are presenting the entire 90 days, what are you actually showing to the client or internally post 30 days so it actually makes sense in the grand scheme of things.

Max Finke: Yeah, and again, I would I would reference this back to again, the intention of the roadmap is to say in even the best case scenario, there's a lot of tests that you can run creatively. The intention of the roadmap is to say, especially based on your budget because we all know testing an asset for a dollar isn't going to be actionable. So depending on your budget, there is a right amount of assets you should responsibly test to enable them to ideally get through the learning phase within meta or other platforms as efficiently as possible. So we we use this internally, it's our creative calculator is is what we call that. Um as you can see and very aptly named, I suppose. But it's all dependent on your monthly budget, uh how much of your money you dedicate to like new creative tests. So this would be for you to determine because you are doing iterations, things of that nature, and then what your CPA is so that you know based on a certain number of uh engagements like how quickly that ad's going to uh optimize. So this is dynamic. Obviously, if we have clients that have a, let's just play around with it, $25,000 budget, they want to dedicate, let's just say 50% to creative testing. Um this would give you the number of ad concepts. And then within a number of concepts, we typically recommend having what we call them testing assets. So you'd have like three different versions of that concept to test. And that's how this is this is built. And you can see how that scales then with budget, etcetera.

That probably doesn't help answer the question though because he's probably like, that's great for you. Maybe not so great for me. I would I would say, again, most and I'll just give you an average then. Uh so the average amount that we're testing on any given month is probably somewhere between for for one brand, I'd say two to five concepts. So then that would be 6 to 15 total new assets being added to the account each month. And we've seen that to be a healthy uh amount. That's probably more helpful. I probably should have started there.

Evan Lee: Cool. That's fantastic. Appreciate you, Max. Now, I think it's a perfect chance for the last 15 minutes here to actually switch over to our Q&A. So everybody, get those into the Q&A tab. If you've thrown it into the chat, make sure to move it on over to the Q&A. I'm immediately breaking my own rules, so I apologize because I saw a question pop up earlier that I really liked. But uh Jacqueline had a question and she had asked, Max, could you give an example of an offer that was inspired by the Facebook group for the client that you had spoken about in that example?

Max Finke: Yeah, it's that's a really good um call out because how how do you know that? Um for us, this more so falls into what we consider part of our creative uh strategy or creative direction process uh that we go into, which is really looking at aspirational brands. Uh and this typically is done through leveraging something like ads library, looking at things that are live. Typically, if you're looking at a big brand that does a lot of testing, for instance, we're working with a brand who really loves like Oats overnight uh as an aspirational brand. If you go into their ads library, you start to search through these things and really see like what's been running for the longest amount of time, you can assume those things are high performers, right? So like that's one of the aspects that that we can dive into. Obviously, from like an industry perspective, we can use a tool like Varos to really benchmark that. And then I'd say finally, we also are huge fans of uh Foreplay, which like any, I'm sure creative partner or creative uh employee is or or maybe should be. Um so like for every sort of uh framework or piece of content that we could potentially produce, we have high-performing assets saved based on that same kind of thought process within Foreplay as as great inspiration.

Evan Lee: Shout out to Zach and Foreplay. Always got to have them in the loop. Uh in line with performance, something Pradeep asked here is, how can you decide what to create in month two in advance when you haven't yet received performance from month one? And the real question uh that comes after is, can you articulate how you confidently strategize as you've shown in Milanote? So I think the question is mainly around if you are presenting the entire 90 days, what are you actually showing to the client or internally post 30 days so it actually makes sense in the grand scheme of things.

Max Finke: Yeah, and again, I would I would reference this back to again, the intention of the roadmap is to say in even the best case scenario, there's a lot of tests that you can run creatively. The intention of the roadmap is to say, especially based on your budget because we all know testing an asset for a dollar isn't going to be actionable. So depending on your budget, there is a right amount of assets you should responsibly test to enable them to ideally get through the learning phase within meta or other platforms as efficiently as possible. So we we use this internally, it's our creative calculator is is what we call that. Um as you can see and very aptly named, I suppose. But it's all dependent on your monthly budget, uh how much of your money you dedicate to like new creative tests. So this would be for you to determine because you are doing iterations, things of that nature, and then what your CPA is so that you know based on a certain number of uh engagements like how quickly that ad's going to uh optimize. So this is dynamic. Obviously, if we have clients that have a, let's just play around with it, $25,000 budget, they want to dedicate, let's just say 50% to creative testing. Um this would give you the number of ad concepts. And then within a number of concepts, we typically recommend having what we call them testing assets. So you'd have like three different versions of that concept to test. And that's how this is this is built. And you can see how that scales then with budget, etcetera.

That probably doesn't help answer the question though because he's probably like, that's great for you. Maybe not so great for me. I would I would say, again, most and I'll just give you an average then. Uh so the average amount that we're testing on any given month is probably somewhere between for for one brand, I'd say two to five concepts. So then that would be 6 to 15 total new assets being added to the account each month. And we've seen that to be a healthy uh amount. That's probably more helpful. I probably should have started there.

Evan Lee: Cool. That's fantastic. Appreciate you, Max. Now, I think it's a perfect chance for the last 15 minutes here to actually switch over to our Q&A. So everybody, get those into the Q&A tab. If you've thrown it into the chat, make sure to move it on over to the Q&A. I'm immediately breaking my own rules, so I apologize because I saw a question pop up earlier that I really liked. But uh Jacqueline had a question and she had asked, Max, could you give an example of an offer that was inspired by the Facebook group for the client that you had spoken about in that example?

Max Finke: Yeah, it's that's a really good um call out because how how do you know that? Um for us, this more so falls into what we consider part of our creative uh strategy or creative direction process uh that we go into, which is really looking at aspirational brands. Uh and this typically is done through leveraging something like ads library, looking at things that are live. Typically, if you're looking at a big brand that does a lot of testing, for instance, we're working with a brand who really loves like Oats overnight uh as an aspirational brand. If you go into their ads library, you start to search through these things and really see like what's been running for the longest amount of time, you can assume those things are high performers, right? So like that's one of the aspects that that we can dive into. Obviously, from like an industry perspective, we can use a tool like Varos to really benchmark that. And then I'd say finally, we also are huge fans of uh Foreplay, which like any, I'm sure creative partner or creative uh employee is or or maybe should be. Um so like for every sort of uh framework or piece of content that we could potentially produce, we have high-performing assets saved based on that same kind of thought process within Foreplay as as great inspiration.

Evan Lee: Shout out to Zach and Foreplay. Always got to have them in the loop. Uh in line with performance, something Pradeep asked here is, how can you decide what to create in month two in advance when you haven't yet received performance from month one? And the real question uh that comes after is, can you articulate how you confidently strategize as you've shown in Milanote? So I think the question is mainly around if you are presenting the entire 90 days, what are you actually showing to the client or internally post 30 days so it actually makes sense in the grand scheme of things.

Max Finke: Yeah, and again, I would I would reference this back to again, the intention of the roadmap is to say in even the best case scenario, there's a lot of tests that you can run creatively. The intention of the roadmap is to say, especially based on your budget because we all know testing an asset for a dollar isn't going to be actionable. So depending on your budget, there is a right amount of assets you should responsibly test to enable them to ideally get through the learning phase within meta or other platforms as efficiently as possible. So we we use this internally, it's our creative calculator is is what we call that. Um as you can see and very aptly named, I suppose. But it's all dependent on your monthly budget, uh how much of your money you dedicate to like new creative tests. So this would be for you to determine because you are doing iterations, things of that nature, and then what your CPA is so that you know based on a certain number of uh engagements like how quickly that ad's going to uh optimize. So this is dynamic. Obviously, if we have clients that have a, let's just play around with it, $25,000 budget, they want to dedicate, let's just say 50% to creative testing. Um this would give you the number of ad concepts. And then within a number of concepts, we typically recommend having what we call them testing assets. So you'd have like three different versions of that concept to test. And that's how this is this is built. And you can see how that scales then with budget, etcetera.

That probably doesn't help answer the question though because he's probably like, that's great for you. Maybe not so great for me. I would I would say, again, most and I'll just give you an average then. Uh so the average amount that we're testing on any given month is probably somewhere between for for one brand, I'd say two to five concepts. So then that would be 6 to 15 total new assets being added to the account each month. And we've seen that to be a healthy uh amount. That's probably more helpful. I probably should have started there.

Evan Lee: Cool. That's fantastic. Appreciate you, Max. Now, I think it's a perfect chance for the last 15 minutes here to actually switch over to our Q&A. So everybody, get those into the Q&A tab. If you've thrown it into the chat, make sure to move it on over to the Q&A. I'm immediately breaking my own rules, so I apologize because I saw a question pop up earlier that I really liked. But uh Jacqueline had a question and she had asked, Max, could you give an example of an offer that was inspired by the Facebook group for the client that you had spoken about in that example?

Max Finke: Yeah, it's that's a really good um call out because how how do you know that? Um for us, this more so falls into what we consider part of our creative uh strategy or creative direction process uh that we go into, which is really looking at aspirational brands. Uh and this typically is done through leveraging something like ads library, looking at things that are live. Typically, if you're looking at a big brand that does a lot of testing, for instance, we're working with a brand who really loves like Oats overnight uh as an aspirational brand. If you go into their ads library, you start to search through these things and really see like what's been running for the longest amount of time, you can assume those things are high performers, right? So like that's one of the aspects that that we can dive into. Obviously, from like an industry perspective, we can use a tool like Varos to really benchmark that. And then I'd say finally, we also are huge fans of uh Foreplay, which like any, I'm sure creative partner or creative uh employee is or or maybe should be. Um so like for every sort of uh framework or piece of content that we could potentially produce, we have high-performing assets saved based on that same kind of thought process within Foreplay as as great inspiration.

Evan Lee: Shout out to Zach and Foreplay. Always got to have them in the loop. Uh in line with performance, something Pradeep asked here is, how can you decide what to create in month two in advance when you haven't yet received performance from month one? And the real question uh that comes after is, can you articulate how you confidently strategize as you've shown in Milanote? So I think the question is mainly around if you are presenting the entire 90 days, what are you actually showing to the client or internally post 30 days so it actually makes sense in the grand scheme of things.

Max Finke: Yeah, and again, I would I would reference this back to again, the intention of the roadmap is to say in even the best case scenario, there's a lot of tests that you can run creatively. The intention of the roadmap is to say, especially based on your budget because we all know testing an asset for a dollar isn't going to be actionable. So depending on your budget, there is a right amount of assets you should responsibly test to enable them to ideally get through the learning phase within meta or other platforms as efficiently as possible. So we we use this internally, it's our creative calculator is is what we call that. Um as you can see and very aptly named, I suppose. But it's all dependent on your monthly budget, uh how much of your money you dedicate to like new creative tests. So this would be for you to determine because you are doing iterations, things of that nature, and then what your CPA is so that you know based on a certain number of uh engagements like how quickly that ad's going to uh optimize. So this is dynamic. Obviously, if we have clients that have a, let's just play around with it, $25,000 budget, they want to dedicate, let's just say 50% to creative testing. Um this would give you the number of ad concepts. And then within a number of concepts, we typically recommend having what we call them testing assets. So you'd have like three different versions of that concept to test. And that's how this is this is built. And you can see how that scales then with budget, etcetera.

That probably doesn't help answer the question though because he's probably like, that's great for you. Maybe not so great for me. I would I would say, again, most and I'll just give you an average then. Uh so the average amount that we're testing on any given month is probably somewhere between for for one brand, I'd say two to five concepts. So then that would be 6 to 15 total new assets being added to the account each month. And we've seen that to be a healthy uh amount. That's probably more helpful. I probably should have started there.

Evan Lee: Cool. That's fantastic. Appreciate you, Max. Now, I think it's a perfect chance for the last 15 minutes here to actually switch over to our Q&A. So everybody, get those into the Q&A tab. If you've thrown it into the chat, make sure to move it on over to the Q&A. I'm immediately breaking my own rules, so I apologize because I saw a question pop up earlier that I really liked. But uh Jacqueline had a question and she had asked, Max, could you give an example of an offer that was inspired by the Facebook group for the client that you had spoken about in that example?

Max Finke: Yeah, it's that's a really good um call out because how how do you know that? Um for us, this more so falls into what we consider part of our creative uh strategy or creative direction process uh that we go into, which is really looking at aspirational brands. Uh and this typically is done through leveraging something like ads library, looking at things that are live. Typically, if you're looking at a big brand that does a lot of testing, for instance, we're working with a brand who really loves like Oats overnight uh as an aspirational brand. If you go into their ads library, you start to search through these things and really see like what's been running for the longest amount of time, you can assume those things are high performers, right? So like that's one of the aspects that that we can dive into. Obviously, from like an industry perspective, we can use a tool like Varos to really benchmark that. And then I'd say finally, we also are huge fans of uh Foreplay, which like any, I'm sure creative partner or creative uh employee is or or maybe should be. Um so like for every sort of uh framework or piece of content that we could potentially produce, we have high-performing assets saved based on that same kind of thought process within Foreplay as as great inspiration.

Evan Lee: Shout out to Zach and Foreplay. Always got to have them in the loop. Uh in line with performance, something Pradeep asked here is, how can you decide what to create in month two in advance when you haven't yet received performance from month one? And the real question uh that comes after is, can you articulate how you confidently strategize as you've shown in Milanote? So I think the question is mainly around if you are presenting the entire 90 days, what are you actually showing to the client or internally post 30 days so it actually makes sense in the grand scheme of things.

Max Finke: Yeah, and again, I would I would reference this back to again, the intention of the roadmap is to say in even the best case scenario, there's a lot of tests that you can run creatively. The intention of the roadmap is to say, especially based on your budget because we all know testing an asset for a dollar isn't going to be actionable. So depending on your budget, there is a right amount of assets you should responsibly test to enable them to ideally get through the learning phase within meta or other platforms as efficiently as possible. So we we use this internally, it's our creative calculator is is what we call that. Um as you can see and very aptly named, I suppose. But it's all dependent on your monthly budget, uh how much of your money you dedicate to like new creative tests. So this would be for you to determine because you are doing iterations, things of that nature, and then what your CPA is so that you know based on a certain number of uh engagements like how quickly that ad's going to uh optimize. So this is dynamic. Obviously, if we have clients that have a, let's just play around with it, $25,000 budget, they want to dedicate, let's just say 50% to creative testing. Um this would give you the number of ad concepts. And then within a number of concepts, we typically recommend having what we call them testing assets. So you'd have like three different versions of that concept to test. And that's how this is this is built. And you can see how that scales then with budget, etcetera.

That probably doesn't help answer the question though because he's probably like, that's great for you. Maybe not so great for me. I would I would say, again, most and I'll just give you an average then. Uh so the average amount that we're testing on any given month is probably somewhere between for for one brand, I'd say two to five concepts. So then that would be 6 to 15 total new assets being added to the account each month. And we've seen that to be a healthy uh amount. That's probably more helpful. I probably should have started there.

Evan Lee: Cool. That's fantastic. Appreciate you, Max. Now, I think it's a perfect chance for the last 15 minutes here to actually switch over to our Q&A. So everybody, get those into the Q&A tab. If you've thrown it into the chat, make sure to move it on over to the Q&A. I'm immediately breaking my own rules, so I apologize because I saw a question pop up earlier that I really liked. But uh Jacqueline had a question and she had asked, Max, could you give an example of an offer that was inspired by the Facebook group for the client that you had spoken about in that example?

Max Finke: Yeah, it's that's a really good um call out because how how do you know that? Um for us, this more so falls into what we consider part of our creative uh strategy or creative direction process uh that we go into, which is really looking at aspirational brands. Uh and this typically is done through leveraging something like ads library, looking at things that are live. Typically, if you're looking at a big brand that does a lot of testing, for instance, we're working with a brand who really loves like Oats overnight uh as an aspirational brand. If you go into their ads library, you start to search through these things and really see like what's been running for the longest amount of time, you can assume those things are high performers, right? So like that's one of the aspects that that we can dive into. Obviously, from like an industry perspective, we can use a tool like Varos to really benchmark that. And then I'd say finally, we also are huge fans of uh Foreplay, which like any, I'm sure creative partner or creative uh employee is or or maybe should be. Um so like for every sort of uh framework or piece of content that we could potentially produce, we have high-performing assets saved based on that same kind of thought process within Foreplay as as great inspiration.

Evan Lee: Shout out to Zach and Foreplay. Always got to have them in the loop. Uh in line with performance, something Pradeep asked here is, how can you decide what to create in month two in advance when you haven't yet received performance from month one? And the real question uh that comes after is, can you articulate how you confidently strategize as you've shown in Milanote? So I think the question is mainly around if you are presenting the entire 90 days, what are you actually showing to the client or internally post 30 days so it actually makes sense in the grand scheme of things.

Max Finke: Yeah, and again, I would I would reference this back to again, the intention of the roadmap is to say in even the best case scenario, there's a lot of tests that you can run creatively. The intention of the roadmap is to say, especially based on your budget because we all know testing an asset for a dollar isn't going to be actionable. So depending on your budget, there is a right amount of assets you should responsibly test to enable them to ideally get through the learning phase within meta or other platforms as efficiently as possible. So we we use this internally, it's our creative calculator is is what we call that. Um as you can see and very aptly named, I suppose. But it's all dependent on your monthly budget, uh how much of your money you dedicate to like new creative tests. So this would be for you to determine because you are doing iterations, things of that nature, and then what your CPA is so that you know based on a certain number of uh engagements like how quickly that ad's going to uh optimize. So this is dynamic. Obviously, if we have clients that have a, let's just play around with it, $25,000 budget, they want to dedicate, let's just say 50% to creative testing. Um this would give you the number of ad concepts. And then within a number of concepts, we typically recommend having what we call them testing assets. So you'd have like three different versions of that concept to test. And that's how this is this is built. And you can see how that scales then with budget, etcetera.

That probably doesn't help answer the question though because he's probably like, that's great for you. Maybe not so great for me. I would I would say, again, most and I'll just give you an average then. Uh so the average amount that we're testing on any given month is probably somewhere between for for one brand, I'd say two to five concepts. So then that would be 6 to 15 total new assets being added to the account each month. And we've seen that to be a healthy uh amount. That's probably more helpful. I probably should have started there.

Evan Lee: Cool. That's fantastic. Appreciate you, Max. Now, I think it's a perfect chance for the last 15 minutes here to actually switch over to our Q&A. So everybody, get those into the Q&A tab. If you've thrown it into the chat, make sure to move it on over to the Q&A. I'm immediately breaking my own rules, so I apologize because I saw a question pop up earlier that I really liked. But uh Jacqueline had a question and she had asked, Max, could you give an example of an offer that was inspired by the Facebook group for the client that you had spoken about in that example?

Max Finke: Yeah, it's that's a really good um call out because how how do you know that? Um for us, this more so falls into what we consider part of our creative uh strategy or creative direction process uh that we go into, which is really looking at aspirational brands. Uh and this typically is done through leveraging something like ads library, looking at things that are live. Typically, if you're looking at a big brand that does a lot of testing, for instance, we're working with a brand who really loves like Oats overnight uh as an aspirational brand. If you go into their ads library, you start to search through these things and really see like what's been running for the longest amount of time, you can assume those things are high performers, right? So like that's one of the aspects that that we can dive into. Obviously, from like an industry perspective, we can use a tool like Varos to really benchmark that. And then I'd say finally, we also are huge fans of uh Foreplay, which like any, I'm sure creative partner or creative uh employee is or or maybe should be. Um so like for every sort of uh framework or piece of content that we could potentially produce, we have high-performing assets saved based on that same kind of thought process within Foreplay as as great inspiration.

Evan Lee: Shout out to Zach and Foreplay. Always got to have them in the loop. Uh in line with performance, something Pradeep asked here is, how can you decide what to create in month two in advance when you haven't yet received performance from month one? And the real question uh that comes after is, can you articulate how you confidently strategize as you've shown in Milanote? So I think the question is mainly around if you are presenting the entire 90 days, what are you actually showing to the client or internally post 30 days so it actually makes sense in the grand scheme of things.

Max Finke: Yeah, and again, I would I would reference this back to again, the intention of the roadmap is to say in even the best case scenario, there's a lot of tests that you can run creatively. The intention of the roadmap is to say, especially based on your budget because we all know testing an asset for a dollar isn't going to be actionable. So depending on your budget, there is a right amount of assets you should responsibly test to enable them to ideally get through the learning phase within meta or other platforms as efficiently as possible. So we we use this internally, it's our creative calculator is is what we call that. Um as you can see and very aptly named, I suppose. But it's all dependent on your monthly budget, uh how much of your money you dedicate to like new creative tests. So this would be for you to determine because you are doing iterations, things of that nature, and then what your CPA is so that you know based on a certain number of uh engagements like how quickly that ad's going to uh optimize. So this is dynamic. Obviously, if we have clients that have a, let's just play around with it, $25,000 budget, they want to dedicate, let's just say 50% to creative testing. Um this would give you the number of ad concepts. And then within a number of concepts, we typically recommend having what we call them testing assets. So you'd have like three different versions of that concept to test. And that's how this is this is built. And you can see how that scales then with budget, etcetera.

That probably doesn't help answer the question though because he's probably like, that's great for you. Maybe not so great for me. I would I would say, again, most and I'll just give you an average then. Uh so the average amount that we're testing on any given month is probably somewhere between for for one brand, I'd say two to five concepts. So then that would be 6 to 15 total new assets being added to the account each month. And we've seen that to be a healthy uh amount. That's probably more helpful. I probably should have started there.

Evan Lee: Cool. That's fantastic. Appreciate you, Max. Now, I think it's a perfect chance for the last 15 minutes here to actually switch over to our Q&A. So everybody, get those into the Q&A tab. If you've thrown it into the chat, make sure to move it on over to the Q&A. I'm immediately breaking my own rules, so I apologize because I saw a question pop up earlier that I really liked. But uh Jacqueline had a question and she had asked, Max, could you give an example of an offer that was inspired by the Facebook group for the client that you had spoken about in that example?

Max Finke: Yeah, it's that's a really good um call out because how how do you know that? Um for us, this more so falls into what we consider part of our creative uh strategy or creative direction process uh that we go into, which is really looking at aspirational brands. Uh and this typically is done through leveraging something like ads library, looking at things that are live. Typically, if you're looking at a big brand that does a lot of testing, for instance, we're working with a brand who really loves like Oats overnight uh as an aspirational brand. If you go into their ads library, you start to search through these things and really see like what's been running for the longest amount of time, you can assume those things are high performers, right? So like that's one of the aspects that that we can dive into. Obviously, from like an industry perspective, we can use a tool like Varos to really benchmark that. And then I'd say finally, we also are huge fans of uh Foreplay, which like any, I'm sure creative partner or creative uh employee is or or maybe should be. Um so like for every sort of uh framework or piece of content that we could potentially produce, we have high-performing assets saved based on that same kind of thought process within Foreplay as as great inspiration.

Evan Lee: Shout out to Zach and Foreplay. Always got to have them in the loop. Uh in line with performance, something Pradeep asked here is, how can you decide what to create in month two in advance when you haven't yet received performance from month one? And the real question uh that comes after is, can you articulate how you confidently strategize as you've shown in Milanote? So I think the question is mainly around if you are presenting the entire 90 days, what are you actually showing to the client or internally post 30 days so it actually makes sense in the grand scheme of things.

Max Finke: Yeah, and again, I would I would reference this back to again, the intention of the roadmap is to say in even the best case scenario, there's a lot of tests that you can run creatively. The intention of the roadmap is to say, especially based on your budget because we all know testing an asset for a dollar isn't going to be actionable. So depending on your budget, there is a right amount of assets you should responsibly test to enable them to ideally get through the learning phase within meta or other platforms as efficiently as possible. So we we use this internally, it's our creative calculator is is what we call that. Um as you can see and very aptly named, I suppose. But it's all dependent on your monthly budget, uh how much of your money you dedicate to like new creative tests. So this would be for you to determine because you are doing iterations, things of that nature, and then what your CPA is so that you know based on a certain number of uh engagements like how quickly that ad's going to uh optimize. So this is dynamic. Obviously, if we have clients that have a, let's just play around with it, $25,000 budget, they want to dedicate, let's just say 50% to creative testing. Um this would give you the number of ad concepts. And then within a number of concepts, we typically recommend having what we call them testing assets. So you'd have like three different versions of that concept to test. And that's how this is this is built. And you can see how that scales then with budget, etcetera.

That probably doesn't help answer the question though because he's probably like, that's great for you. Maybe not so great for me. I would I would say, again, most and I'll just give you an average then. Uh so the average amount that we're testing on any given month is probably somewhere between for for one brand, I'd say two to five concepts. So then that would be 6 to 15 total new assets being added to the account each month. And we've seen that to be a healthy uh amount. That's probably more helpful. I probably should have started there.

Evan Lee: Cool. That's fantastic. Appreciate you, Max. Now, I think it's a perfect chance for the last 15 minutes here to actually switch over to our Q&A. So everybody, get those into the Q&A tab. If you've thrown it into the chat, make sure to move it on over to the Q&A. I'm immediately breaking my own rules, so I apologize because I saw a question pop up earlier that I really liked. But uh Jacqueline had a question and she had asked, Max, could you give an example of an offer that was inspired by the Facebook group for the client that you had spoken about in that example?

Max Finke: Yeah, it's that's a really good um call out because how how do you know that? Um for us, this more so falls into what we consider part of our creative uh strategy or creative direction process uh that we go into, which is really looking at aspirational brands. Uh and this typically is done through leveraging something like ads library, looking at things that are live. Typically, if you're looking at a big brand that does a lot of testing, for instance, we're working with a brand who really loves like Oats overnight uh as an aspirational brand. If you go into their ads library, you start to search through these things and really see like what's been running for the longest amount of time, you can assume those things are high performers, right? So like that's one of the aspects that that we can dive into. Obviously, from like an industry perspective, we can use a tool like Varos to really benchmark that. And then I'd say finally, we also are huge fans of uh Foreplay, which like any, I'm sure creative partner or creative uh employee is or or maybe should be. Um so like for every sort of uh framework or piece of content that we could potentially produce, we have high-performing assets saved based on that same kind of thought process within Foreplay as as great inspiration.

Evan Lee: Shout out to Zach and Foreplay. Always got to have them in the loop. Uh in line with performance, something Pradeep asked here is, how can you decide what to create in month two in advance when you haven't yet received performance from month one? And the real question uh that comes after is, can you articulate how you confidently strategize as you've shown in Milanote? So I think the question is mainly around if you are presenting the entire 90 days, what are you actually showing to the client or internally post 30 days so it actually makes sense in the grand scheme of things.

Max Finke: Yeah, and again, I would I would reference this back to again, the intention of the roadmap is to say in even the best case scenario, there's a lot of tests that you can run creatively. The intention of the roadmap is to say, especially based on your budget because we all know testing an asset for a dollar isn't going to be actionable. So depending on your budget, there is a right amount of assets you should responsibly test to enable them to ideally get through the learning phase within meta or other platforms as efficiently as possible. So we we use this internally, it's our creative calculator is is what we call that. Um as you can see and very aptly named, I suppose. But it's all dependent on your monthly budget, uh how much of your money you dedicate to like new creative tests. So this would be for you to determine because you are doing iterations, things of that nature, and then what your CPA is so that you know based on a certain number of uh engagements like how quickly that ad's going to uh optimize. So this is dynamic. Obviously, if we have clients that have a, let's just play around with it, $25,000 budget, they want to dedicate, let's just say 50% to creative testing. Um this would give you the number of ad concepts. And then within a number of concepts, we typically recommend having what we call them testing assets. So you'd have like three different versions of that concept to test. And that's how this is this is built. And you can see how that scales then with budget, etcetera.

That probably doesn't help answer the question though because he's probably like, that's great for you. Maybe not so great for me. I would I would say, again, most and I'll just give you an average then. Uh so the average amount that we're testing on any given month is probably somewhere between for for one brand, I'd say two to five concepts. So then that would be 6 to 15 total new assets being added to the account each month. And we've seen that to be a healthy uh amount. That's probably more helpful. I probably should have started there.

Evan Lee: Cool. That's fantastic. Appreciate you, Max. Now, I think it's a perfect chance for the last 15 minutes here to actually switch over to our Q&A. So everybody, get those into the Q&A tab. If you've thrown it into the chat, make sure to move it on over to the Q&A. I'm immediately breaking my own rules, so I apologize because I saw a question pop up earlier that I really liked. But uh Jacqueline had a question and she had asked, Max, could you give an example of an offer that was inspired by the Facebook group for the client that you had spoken about in that example?

Max Finke: Yeah, it's that's a really good um call out because how how do you know that? Um for us, this more so falls into what we consider part of our creative uh strategy or creative direction process uh that we go into, which is really looking at aspirational brands. Uh and this typically is done through leveraging something like ads library, looking at things that are live. Typically, if you're looking at a big brand that does a lot of testing, for instance, we're working with a brand who really loves like Oats overnight uh as an aspirational brand. If you go into their ads library, you start to search through these things and really see like what's been running for the longest amount of time, you can assume those things are high performers, right? So like that's one of the aspects that that we can dive into. Obviously, from like an industry perspective, we can use a tool like Varos to really benchmark that. And then I'd say finally, we also are huge fans of uh Foreplay, which like any, I'm sure creative partner or creative uh employee is or or maybe should be. Um so like for every sort of uh framework or piece of content that we could potentially produce, we have high-performing assets saved based on that same kind of thought process within Foreplay as as great inspiration.

Evan Lee: Shout out to Zach and Foreplay. Always got to have them in the loop. Uh in line with performance, something Pradeep asked here is, how can you decide what to create in month two in advance when you haven't yet received performance from month one? And the real question uh that comes after is, can you articulate how you confidently strategize as you've shown in Milanote? So I think the question is mainly around if you are presenting the entire 90 days, what are you actually showing to the client or internally post 30 days so it actually makes sense in the grand scheme of things.

Max Finke: Yeah, and again, I would I would reference this back to again, the intention of the roadmap is to say in even the best case scenario, there's a lot of tests that you can run creatively. The intention of the roadmap is to say, especially based on your budget because we all know testing an asset for a dollar isn't going to be actionable. So depending on your budget, there is a right amount of assets you should responsibly test to enable them to ideally get through the learning phase within meta or other platforms as efficiently as possible. So we we use this internally, it's our creative calculator is is what we call that. Um as you can see and very aptly named, I suppose. But it's all dependent on your monthly budget, uh how much of your money you dedicate to like new creative tests. So this would be for you to determine because you are doing iterations, things of that nature, and then what your CPA is so that you know based on a certain number of uh engagements like how quickly that ad's going to uh optimize. So this is dynamic. Obviously, if we have clients that have a, let's just play around with it, $25,000 budget, they want to dedicate, let's just say 50% to creative testing. Um this would give you the number of ad concepts. And then within a number of concepts, we typically recommend having what we call them testing assets. So you'd have like three different versions of that concept to test. And that's how this is this is built. And you can see how that scales then with budget, etcetera.

That probably doesn't help answer the question though because he's probably like, that's great for you. Maybe not so great for me. I would I would say, again, most and I'll just give you an average then. Uh so the average amount that we're testing on any given month is probably somewhere between for for one brand, I'd say two to five concepts. So then that would be 6 to 15 total new assets being added to the account each month. And we've seen that to be a healthy uh amount. That's probably more helpful. I probably should have started there.

Evan Lee: Cool. That's fantastic. Appreciate you, Max. Now, I think it's a perfect chance for the last 15 minutes here to actually switch over to our Q&A. So everybody, get those into the Q&A tab. If you've thrown it into the chat, make sure to move it on over to the Q&A. I'm immediately breaking my own rules, so I apologize because I saw a question pop up earlier that I really liked. But uh Jacqueline had a question and she had asked, Max, could you give an example of an offer that was inspired by the Facebook group for the client that you had spoken about in that example?

Max Finke: Yeah, it's that's a really good um call out because how how do you know that? Um for us, this more so falls into what we consider part of our creative uh strategy or creative direction process uh that we go into, which is really looking at aspirational brands. Uh and this typically is done through leveraging something like ads library, looking at things that are live. Typically, if you're looking at a big brand that does a lot of testing, for instance, we're working with a brand who really loves like Oats overnight uh as an aspirational brand. If you go into their ads library, you start to search through these things and really see like what's been running for the longest amount of time, you can assume those things are high performers, right? So like that's one of the aspects that that we can dive into. Obviously, from like an industry perspective, we can use a tool like Varos to really benchmark that. And then I'd say finally, we also are huge fans of uh Foreplay, which like any, I'm sure creative partner or creative uh employee is or or maybe should be. Um so like for every sort of uh framework or piece of content that we could potentially produce, we have high-performing assets saved based on that same kind of thought process within Foreplay as as great inspiration.

Evan Lee: Shout out to Zach and Foreplay. Always got to have them in the loop. Uh in line with performance, something Pradeep asked here is, how can you decide what to create in month two in advance when you haven't yet received performance from month one? And the real question uh that comes after is, can you articulate how you confidently strategize as you've shown in Milanote? So I think the question is mainly around if you are presenting the entire 90 days, what are you actually showing to the client or internally post 30 days so it actually makes sense in the grand scheme of things.

Max Finke: Yeah, and again, I would I would reference this back to again, the intention of the roadmap is to say in even the best case scenario, there's a lot of tests that you can run creatively. The intention of the roadmap is to say, especially based on your budget because we all know testing an asset for a dollar isn't going to be actionable. So depending on your budget, there is a right amount of assets you should responsibly test to enable them to ideally get through the learning phase within meta or other platforms as efficiently as possible. So we we use this internally, it's our creative calculator is is what we call that. Um as you can see and very aptly named, I suppose. But it's all dependent on your monthly budget, uh how much of your money you dedicate to like new creative tests. So this would be for you to determine because you are doing iterations, things of that nature, and then what your CPA is so that you know based on a certain number of uh engagements like how quickly that ad's going to uh optimize. So this is dynamic. Obviously, if we have clients that have a, let's just play around with it, $25,000 budget, they want to dedicate, let's just say 50% to creative testing. Um this would give you the number of ad concepts. And then within a number of concepts, we typically recommend having what we call them testing assets. So you'd have like three different versions of that concept to test. And that's how this is this is built. And you can see how that scales then with budget, etcetera.

That probably doesn't help answer the question though because he's probably like, that's great for you. Maybe not so great for me. I would I would say, again, most and I'll just give you an average then. Uh so the average amount that we're testing on any given month is probably somewhere between for for one brand, I'd say two to five concepts. So then that would be 6 to 15 total new assets being added to the account each month. And we've seen that to be a healthy uh amount. That's probably more helpful. I probably should have started there.

Evan Lee: Cool. That's fantastic. Appreciate you, Max. Now, I think it's a perfect chance for the last 15 minutes here to actually switch over to our Q&A. So everybody, get those into the Q&A tab. If you've thrown it into the chat, make sure to move it on over to the Q&A. I'm immediately breaking my own rules, so I apologize because I saw a question pop up earlier that I really liked. But uh Jacqueline had a question and she had asked, Max, could you give an example of an offer that was inspired by the Facebook group for the client that you had spoken about in that example?

Max Finke: Yeah, it's that's a really good um call out because how how do you know that? Um for us, this more so falls into what we consider part of our creative uh strategy or creative direction process uh that we go into, which is really looking at aspirational brands. Uh and this typically is done through leveraging something like ads library, looking at things that are live. Typically, if you're looking at a big brand that does a lot of testing, for instance, we're working with a brand who really loves like Oats overnight uh as an aspirational brand. If you go into their ads library, you start to search through these things and really see like what's been running for the longest amount of time, you can assume those things are high performers, right? So like that's one of the aspects that that we can dive into. Obviously, from like an industry perspective, we can use a tool like Varos to really benchmark that. And then I'd say finally, we also are huge fans of uh Foreplay, which like any, I'm sure creative partner or creative uh employee is or or maybe should be. Um so like for every sort of uh framework or piece of content that we could potentially produce, we have high-performing assets saved based on that same kind of thought process within Foreplay as as great inspiration.

Evan Lee: Shout out to Zach and Foreplay. Always got to have them in the loop. Uh in line with performance, something Pradeep asked here is, how can you decide what to create in month two in advance when you haven't yet received performance from month one? And the real question uh that comes after is, can you articulate how you confidently strategize as you've shown in Milanote? So I think the question is mainly around if you are presenting the entire 90 days, what are you actually showing to the client or internally post 30 days so it actually makes sense in the grand scheme of things.

Max Finke: Yeah, and again, I would I would reference this back to again, the intention of the roadmap is to say in even the best case scenario, there's a lot of tests that you can run creatively. The intention of the roadmap is to say, especially based on your budget because we all know testing an asset for a dollar isn't going to be actionable. So depending on your budget, there is a right amount of assets you should responsibly test to enable them to ideally get through the learning phase within meta or other platforms as efficiently as possible. So we we use this internally, it's our creative calculator is is what we call that. Um as you can see and very aptly named, I suppose. But it's all dependent on your monthly budget, uh how much of your money you dedicate to like new creative tests. So this would be for you to determine because you are doing iterations, things of that nature, and then what your CPA is so that you know based on a certain number of uh engagements like how quickly that ad's going to uh optimize. So this is dynamic. Obviously, if we have clients that have a, let's just play around with it, $25,000 budget, they want to dedicate, let's just say 50% to creative testing. Um this would give you the number of ad concepts. And then within a number of concepts, we typically recommend having what we call them testing assets. So you'd have like three different versions of that concept to test. And that's how this is this is built. And you can see how that scales then with budget, etcetera.

That probably doesn't help answer the question though because he's probably like, that's great for you. Maybe not so great for me. I would I would say, again, most and I'll just give you an average then. Uh so the average amount that we're testing on any given month is probably somewhere between for for one brand, I'd say two to five concepts. So then that would be 6 to 15 total new assets being added to the account each month. And we've seen that to be a healthy uh amount. That's probably more helpful. I probably should have started there.

Evan Lee: Cool. That's fantastic. Appreciate you, Max. Now, I think it's a perfect chance for the last 15 minutes here to actually switch over to our Q&A. So everybody, get those into the Q&A tab. If you've thrown it into the chat, make sure to move it on over to the Q&A. I'm immediately breaking my own rules, so I apologize because I saw a question pop up earlier that I really liked. But uh Jacqueline had a question and she had asked, Max, could you give an example of an offer that was inspired by the Facebook group for the client that you had spoken about in that example?

Max Finke: Yeah, it's that's a really good um call out because how how do you know that? Um for us, this more so falls into what we consider part of our creative uh strategy or creative direction process uh that we go into, which is really looking at aspirational brands. Uh and this typically is done through leveraging something like ads library, looking at things that are live. Typically, if you're looking at a big brand that does a lot of testing, for instance, we're working with a brand who really loves like Oats overnight uh as an aspirational brand. If you go into their ads library, you start to search through these things and really see like what's been running for the longest amount of time, you can assume those things are high performers, right? So like that's one of the aspects that that we can dive into. Obviously, from like an industry perspective, we can use a tool like Varos to really benchmark that. And then I'd say finally, we also are huge fans of uh Foreplay, which like any, I'm sure creative partner or creative uh employee is or or maybe should be. Um so like for every sort of uh framework or piece of content that we could potentially produce, we have high-performing assets saved based on that same kind of thought process within Foreplay as as great inspiration.

Evan Lee: Shout out to Zach and Foreplay. Always got to have them in the loop. Uh in line with performance, something Pradeep asked here is, how can you decide what to create in month two in advance when you haven't yet received performance from month one? And the real question uh that comes after is, can you articulate how you confidently strategize as you've shown in Milanote? So I think the question is mainly around if you are presenting the entire 90 days, what are you actually showing to the client or internally post 30 days so it actually makes sense in the grand scheme of things.

Max Finke: Yeah, and again, I would I would reference this back to again, the intention of the roadmap is to say in even the best case scenario, there's a lot of tests that you can run creatively. The intention of the roadmap is to say, especially based on your budget because we all know testing an asset for a dollar isn't going to be actionable. So depending on your budget, there is a right amount of assets you should responsibly test to enable them to ideally get through the learning phase within meta or other platforms as efficiently as possible. So we we use this internally, it's our creative calculator is is what we call that. Um as you can see and very aptly named, I suppose. But it's all dependent on your monthly budget, uh how much of your money you dedicate to like new creative tests. So this would be for you to determine because you are doing iterations, things of that nature, and then what your CPA is so that you know based on a certain number of uh engagements like how quickly that ad's going to uh optimize. So this is dynamic. Obviously, if we have clients that have a, let's just play around with it, $25,000 budget, they want to dedicate, let's just say 50% to creative testing. Um this would give you the number of ad concepts. And then within a number of concepts, we typically recommend having what we call them testing assets. So you'd have like three different versions of that concept to test. And that's how this is this is built. And you can see how that scales then with budget, etcetera.

That probably doesn't help answer the question though because he's probably like, that's great for you. Maybe not so great for me. I would I would say, again, most and I'll just give you an average then. Uh so the average amount that we're testing on any given month is probably somewhere between for for one brand, I'd say two to five concepts. So then that would be 6 to 15 total new assets being added to the account each month. And we've seen that to be a healthy uh amount. That's probably more helpful. I probably should have started there.

Evan Lee: Cool. That's fantastic. Appreciate you, Max. Now, I think it's a perfect chance for the last 15 minutes here to actually switch over to our Q&A. So everybody, get those into the Q&A tab. If you've thrown it into the chat, make sure to move it on over to the Q&A. I'm immediately breaking my own rules, so I apologize because I saw a question pop up earlier that I really liked. But uh Jacqueline had a question and she had asked, Max, could you give an example of an offer that was inspired by the Facebook group for the client that you had spoken about in that example?

Max Finke: Yeah, it's that's a really good um call out because how how do you know that? Um for us, this more so falls into what we consider part of our creative uh strategy or creative direction process uh that we go into, which is really looking at aspirational brands. Uh and this typically is done through leveraging something like ads library, looking at things that are live. Typically, if you're looking at a big brand that does a lot of testing, for instance, we're working with a brand who really loves like Oats overnight uh as an aspirational brand. If you go into their ads library, you start to search through these things and really see like what's been running for the longest amount of time, you can assume those things are high performers, right? So like that's one of the aspects that that we can dive into. Obviously, from like an industry perspective, we can use a tool like Varos to really benchmark that. And then I'd say finally, we also are huge fans of uh Foreplay, which like any, I'm sure creative partner or creative uh employee is or or maybe should be. Um so like for every sort of uh framework or piece of content that we could potentially produce, we have high-performing assets saved based on that same kind of thought process within Foreplay as as great inspiration.

Evan Lee: Shout out to Zach and Foreplay. Always got to have them in the loop. Uh in line with performance, something Pradeep asked here is, how can you decide what to create in month two in advance when you haven't yet received performance from month one? And the real question uh that comes after is, can you articulate how you confidently strategize as you've shown in Milanote? So I think the question is mainly around if you are presenting the entire 90 days, what are you actually showing to the client or internally post 30 days so it actually makes sense in the grand scheme of things.

Max Finke: Yeah, and again, I would I would reference this back to again, the intention of the roadmap is to say in even the best case scenario, there's a lot of tests that you can run creatively. The intention of the roadmap is to say, especially based on your budget because we all know testing an asset for a dollar isn't going to be actionable. So depending on your budget, there is a right amount of assets you should responsibly test to enable them to ideally get through the learning phase within meta or other platforms as efficiently as possible. So we we use this internally, it's our creative calculator is is what we call that. Um as you can see and very aptly named, I suppose. But it's all dependent on your monthly budget, uh how much of your money you dedicate to like new creative tests. So this would be for you to determine because you are doing iterations, things of that nature, and then what your CPA is so that you know based on a certain number of uh engagements like how quickly that ad's going to uh optimize. So this is dynamic. Obviously, if we have clients that have a, let's just play around with it, $25,000 budget, they want to dedicate, let's just say 50% to creative testing. Um this would give you the number of ad concepts. And then within a number of concepts, we typically recommend having what we call them testing assets. So you'd have like three different versions of that concept to test. And that's how this is this is built. And you can see how that scales then with budget, etcetera.

That probably doesn't help answer the question though because he's probably like, that's great for you. Maybe not so great for me. I would I would say, again, most and I'll just give you an average then. Uh so the average amount that we're testing on any given month is probably somewhere between for for one brand, I'd say two to five concepts. So then that would be 6 to 15 total new assets being added to the account each month. And we've seen that to be a healthy uh amount. That's probably more helpful. I probably should have started there.

Evan Lee: Cool. That's fantastic. Appreciate you, Max. Now, I think it's a perfect chance for the last 15 minutes here to actually switch over to our Q&A. So everybody, get those into the Q&A tab. If you've thrown it into the chat, make sure to move it on over to the Q&A. I'm immediately breaking my own rules, so I apologize because I saw a question pop up earlier that I really liked. But uh Jacqueline had a question and she had asked, Max, could you give an example of an offer that was inspired by the Facebook group for the client that you had spoken about in that example?

Max Finke: Yeah, it's that's a really good um call out because how how do you know that? Um for us, this more so falls into what we consider part of our creative uh strategy or creative direction process uh that we go into, which is really looking at aspirational brands. Uh and this typically is done through leveraging something like ads library, looking at things that are live. Typically, if you're looking at a big brand that does a lot of testing, for instance, we're working with a brand who really loves like Oats overnight uh as an aspirational brand. If you go into their ads library, you start to search through these things and really see like what's been running for the longest amount of time, you can assume those things are high performers, right? So like that's one of the aspects that that we can dive into. Obviously, from like an industry perspective, we can use a tool like Varos to really benchmark that. And then I'd say finally, we also are huge fans of uh Foreplay, which like any, I'm sure creative partner or creative uh employee is or or maybe should be. Um so like for every sort of uh framework or piece of content that we could potentially produce, we have high-performing assets saved based on that same kind of thought process within Foreplay as as great inspiration.

Evan Lee: Shout out to Zach and Foreplay. Always got to have them in the loop. Uh in line with performance, something Pradeep asked here is, how can you decide what to create in month two in advance when you haven't yet received performance from month one? And the real question uh that comes after is, can you articulate how you confidently strategize as you've shown in Milanote? So I think the question is mainly around if you are presenting the entire 90 days, what are you actually showing to the client or internally post 30 days so it actually makes sense in the grand scheme of things.

Max Finke: Yeah, and again, I would I would reference this back to again, the intention of the roadmap is to say in even the best case scenario, there's a lot of tests that you can run creatively. The intention of the roadmap is to say, especially based on your budget because we all know testing an asset for a dollar isn't going to be actionable. So depending on your budget, there is a right amount of assets you should responsibly test to enable them to ideally get through the learning phase within meta or other platforms as efficiently as possible. So we we use this internally, it's our creative calculator is is what we call that. Um as you can see and very aptly named, I suppose. But it's all dependent on your monthly budget, uh how much of your money you dedicate to like new creative tests. So this would be for you to determine because you are doing iterations, things of that nature, and then what your CPA is so that you know based on a certain number of uh engagements like how quickly that ad's going to uh optimize. So this is dynamic. Obviously, if we have clients that have a, let's just play around with it, $25,000 budget, they want to dedicate, let's just say 50% to creative testing. Um this would give you the number of ad concepts. And then within a number of concepts, we typically recommend having what we call them testing assets. So you'd have like three different versions of that concept to test. And that's how this is this is built. And you can see how that scales then with budget, etcetera.

That probably doesn't help answer the question though because he's probably like, that's great for you. Maybe not so great for me. I would I would say, again, most and I'll just give you an average then. Uh so the average amount that we're testing on any given month is probably somewhere between for for one brand, I'd say two to five concepts. So then that would be 6 to 15 total new assets being added to the account each month. And we've seen that to be a healthy uh amount. That's probably more helpful. I probably should have started there.

Evan Lee: Cool. That's fantastic. Appreciate you, Max. Now, I think it's a perfect chance for the last 15 minutes here to actually switch over to our Q&A. So everybody, get those into the Q&A tab. If you've thrown it into the chat, make sure to move it on over to the Q&A. I'm immediately breaking my own rules, so I apologize because I saw a question pop up earlier that I really liked. But uh Jacqueline had a question and she had asked, Max, could you give an example of an offer that was inspired by the Facebook group for the client that you had spoken about in that example?

Max Finke: Yeah, it's that's a really good um call out because how how do you know that? Um for us, this more so falls into what we consider part of our creative uh strategy or creative direction process uh that we go into, which is really looking at aspirational brands. Uh and this typically is done through leveraging something like ads library, looking at things that are live. Typically, if you're looking at a big brand that does a lot of testing, for instance, we're working with a brand who really loves like Oats overnight uh as an aspirational brand. If you go into their ads library, you start to search through these things and really see like what's been running for the longest amount of time, you can assume those things are high performers, right? So like that's one of the aspects that that we can dive into. Obviously, from like an industry perspective, we can use a tool like Varos to really benchmark that. And then I'd say finally, we also are huge fans of uh Foreplay, which like any, I'm sure creative partner or creative uh employee is or or maybe should be. Um so like for every sort of uh framework or piece of content that we could potentially produce, we have high-performing assets saved based on that same kind of thought process within Foreplay as as great inspiration.

Evan Lee: Shout out to Zach and Foreplay. Always got to have them in the loop. Uh in line with performance, something Pradeep asked here is, how can you decide what to create in month two in advance when you haven't yet received performance from month one? And the real question uh that comes after is, can you articulate how you confidently strategize as you've shown in Milanote? So I think the question is mainly around if you are presenting the entire 90 days, what are you actually showing to the client or internally post 30 days so it actually makes sense in the grand scheme of things.

Max Finke: Yeah, and again, I would I would reference this back to again, the intention of the roadmap is to say in even the best case scenario, there's a lot of tests that you can run creatively. The intention of the roadmap is to say, especially based on your budget because we all know testing an asset for a dollar isn't going to be actionable. So depending on your budget, there is a right amount of assets you should responsibly test to enable them to ideally get through the learning phase within meta or other platforms as efficiently as possible. So we we use this internally, it's our creative calculator is is what we call that. Um as you can see and very aptly named, I suppose. But it's all dependent on your monthly budget, uh how much of your money you dedicate to like new creative tests. So this would be for you to determine because you are doing iterations, things of that nature, and then what your CPA is so that you know based on a certain number of uh engagements like how quickly that ad's going to uh optimize. So this is dynamic. Obviously, if we have clients that have a, let's just play around with it, $25,000 budget, they want to dedicate, let's just say 50% to creative testing. Um this would give you the number of ad concepts. And then within a number of concepts, we typically recommend having what we call them testing assets. So you'd have like three different versions of that concept to test. And that's how this is this is built. And you can see how that scales then with budget, etcetera.

That probably doesn't help answer the question though because he's probably like, that's great for you. Maybe not so great for me. I would I would say, again, most and I'll just give you an average then. Uh so the average amount that we're testing on any given month is probably somewhere between for for one brand, I'd say two to five concepts. So then that would be 6 to 15 total new assets being added to the account each month. And we've seen that to be a healthy uh amount. That's probably more helpful. I probably should have started there.

Evan Lee: Cool. That's fantastic. Appreciate you, Max. Now, I think it's a perfect chance for the last 15 minutes here to actually switch over to our Q&A. So everybody, get those into the Q&A tab. If you've thrown it into the chat, make sure to move it on over to the Q&A. I'm immediately breaking my own rules, so I apologize because I saw a question pop up earlier that I really liked. But uh Jacqueline had a question and she had asked, Max, could you give an example of an offer that was inspired by the Facebook group for the client that you had spoken about in that example?

Max Finke: Yeah, it's that's a really good um call out because how how do you know that? Um for us, this more so falls into what we consider part of our creative uh strategy or creative direction process uh that we go into, which is really looking at aspirational brands. Uh and this typically is done through leveraging something like ads library, looking at things that are live. Typically, if you're looking at a big brand that does a lot of testing, for instance, we're working with a brand who really loves like Oats overnight uh as an aspirational brand. If you go into their ads library, you start to search through these things and really see like what's been running for the longest amount of time, you can assume those things are high performers, right? So like that's one of the aspects that that we can dive into. Obviously, from like an industry perspective, we can use a tool like Varos to really benchmark that. And then I'd say finally, we also are huge fans of uh Foreplay, which like any, I'm sure creative partner or creative uh employee is or or maybe should be. Um so like for every sort of uh framework or piece of content that we could potentially produce, we have high-performing assets saved based on that same kind of thought process within Foreplay as as great inspiration.

Evan Lee: Shout out to Zach and Foreplay. Always got to have them in the loop. Uh in line with performance, something Pradeep asked here is, how can you decide what to create in month two in advance when you haven't yet received performance from month one? And the real question uh that comes after is, can you articulate how you confidently strategize as you've shown in Milanote? So I think the question is mainly around if you are presenting the entire 90 days, what are you actually showing to the client or internally post 30 days so it actually makes sense in the grand scheme of things.

Max Finke: Yeah, and again, I would I would reference this back to again, the intention of the roadmap is to say in even the best case scenario, there's a lot of tests that you can run creatively. The intention of the roadmap is to say, especially based on your budget because we all know testing an asset for a dollar isn't going to be actionable. So depending on your budget, there is a right amount of assets you should responsibly test to enable them to ideally get through the learning phase within meta or other platforms as efficiently as possible. So we we use this internally, it's our creative calculator is is what we call that. Um as you can see and very aptly named, I suppose. But it's all dependent on your monthly budget, uh how much of your money you dedicate to like new creative tests. So this would be for you to determine because you are doing iterations, things of that nature, and then what your CPA is so that you know based on a certain number of uh engagements like how quickly that ad's going to uh optimize. So this is dynamic. Obviously, if we have clients that have a, let's just play around with it, $25,000 budget, they want to dedicate, let's just say 50% to creative testing. Um this would give you the number of ad concepts. And then within a number of concepts, we typically recommend having what we call them testing assets. So you'd have like three different versions of that concept to test. And that's how this is this is built. And you can see how that scales then with budget, etcetera.

That probably doesn't help answer the question though because he's probably like, that's great for you. Maybe not so great for me. I would I would say, again, most and I'll just give you an average then. Uh so the average amount that we're testing on any given month is probably somewhere between for for one brand, I'd say two to five concepts. So then that would be 6 to 15 total new assets being added to the account each month. And we've seen that to be a healthy uh amount. That's probably more helpful. I probably should have started there.

Evan Lee: Cool. That's fantastic. Appreciate you, Max. Now, I think it's a perfect chance for the last 15 minutes here to actually switch over to our Q&A. So everybody, get those into the Q&A tab. If you've thrown it into the chat, make sure to move it on over to the Q&A. I'm immediately breaking my own rules, so I apologize because I saw a question pop up earlier that I really liked. But uh Jacqueline had a question and she had asked, Max, could you give an example of an offer that was inspired by the Facebook group for the client that you had spoken about in that example?

Max Finke: Yeah, it's that's a really good um call out because how how do you know that? Um for us, this more so falls into what we consider part of our creative uh strategy or creative direction process uh that we go into, which is really looking at aspirational brands. Uh and this typically is done through leveraging something like ads library, looking at things that are live. Typically, if you're looking at a big brand that does a lot of testing, for instance, we're working with a brand who really loves like Oats overnight uh as an aspirational brand. If you go into their ads library, you start to search through these things and really see like what's been running for the longest amount of time, you can assume those things are high performers, right? So like that's one of the aspects that that we can dive into. Obviously, from like an industry perspective, we can use a tool like Varos to really benchmark that. And then I'd say finally, we also are huge fans of uh Foreplay, which like any, I'm sure creative partner or creative uh employee is or or maybe should be. Um so like for every sort of uh framework or piece of content that we could potentially produce, we have high-performing assets saved based on that same kind of thought process within Foreplay as as great inspiration.

Evan Lee: Shout out to Zach and Foreplay. Always got to have them in the loop. Uh in line with performance, something Pradeep asked here is, how can you decide what to create in month two in advance when you haven't yet received performance from month one? And the real question uh that comes after is, can you articulate how you confidently strategize as you've shown in Milanote? So I think the question is mainly around if you are presenting the entire 90 days, what are you actually showing to the client or internally post 30 days so it actually makes sense in the grand scheme of things.

Max Finke: Yeah, and again, I would I would reference this back to again, the intention of the roadmap is to say in even the best case scenario, there's a lot of tests that you can run creatively. The intention of the roadmap is to say, especially based on your budget because we all know testing an asset for a dollar isn't going to be actionable. So depending on your budget, there is a right amount of assets you should responsibly test to enable them to ideally get through the learning phase within meta or other platforms as efficiently as possible. So we we use this internally, it's our creative calculator is is what we call that. Um as you can see and very aptly named, I suppose. But it's all dependent on your monthly budget, uh how much of your money you dedicate to like new creative tests. So this would be for you to determine because you are doing iterations, things of that nature, and then what your CPA is so that you know based on a certain number of uh engagements like how quickly that ad's going to uh optimize. So this is dynamic. Obviously, if we have clients that have a, let's just play around with it, $25,000 budget, they want to dedicate, let's just say 50% to creative testing. Um this would give you the number of ad concepts. And then within a number of concepts, we typically recommend having what we call them testing assets. So you'd have like three different versions of that concept to test. And that's how this is this is built. And you can see how that scales then with budget, etcetera.

That probably doesn't help answer the question though because he's probably like, that's great for you. Maybe not so great for me. I would I would say, again, most and I'll just give you an average then. Uh so the average amount that we're testing on any given month is probably somewhere between for for one brand, I'd say two to five concepts. So then that would be 6 to 15 total new assets being added to the account each month. And we've seen that to be a healthy uh amount. That's probably more helpful. I probably should have started there.

Evan Lee: Cool. That's fantastic. Appreciate you, Max. Now, I think it's a perfect chance for the last 15 minutes here to actually switch over to our Q&A. So everybody, get those into the Q&A tab. If you've thrown it into the chat, make sure to move it on over to the Q&A. I'm immediately breaking my own rules, so I apologize because I saw a question pop up earlier that I really liked. But uh Jacqueline had a question and she had asked, Max, could you give an example of an offer that was inspired by the Facebook group for the client that you had spoken about in that example?

Max Finke: Yeah, it's that's a really good um call out because how how do you know that? Um for us, this more so falls into what we consider part of our creative uh strategy or creative direction process uh that we go into, which is really looking at aspirational brands. Uh and this typically is done through leveraging something like ads library, looking at things that are live. Typically, if you're looking at a big brand that does a lot of testing, for instance, we're working with a brand who really loves like Oats overnight uh as an aspirational brand. If you go into their ads library, you start to search through these things and really see like what's been running for the longest amount of time, you can assume those things are high performers, right? So like that's one of the aspects that that we can dive into. Obviously, from like an industry perspective, we can use a tool like Varos to really benchmark that. And then I'd say finally, we also are huge fans of uh Foreplay, which like any, I'm sure creative partner or creative uh employee is or or maybe should be. Um so like for every sort of uh framework or piece of content that we could potentially produce, we have high-performing assets saved based on that same kind of thought process within Foreplay as as great inspiration.

Evan Lee: Shout out to Zach and Foreplay. Always got to have them in the loop. Uh in line with performance, something Pradeep asked here is, how can you decide what to create in month two in advance when you haven't yet received performance from month one? And the real question uh that comes after is, can you articulate how you confidently strategize as you've shown in Milanote? So I think the question is mainly around if you are presenting the entire 90 days, what are you actually showing to the client or internally post 30 days so it actually makes sense in the grand scheme of things.

Max Finke: Yeah, and again, I would I would reference this back to again, the intention of the roadmap is to say in even the best case scenario, there's a lot of tests that you can run creatively. The intention of the roadmap is to say, especially based on your budget because we all know testing an asset for a dollar isn't going to be actionable. So depending on your budget, there is a right amount of assets you should responsibly test to enable them to ideally get through the learning phase within meta or other platforms as efficiently as possible. So we we use this internally, it's our creative calculator is is what we call that. Um as you can see and very aptly named, I suppose. But it's all dependent on your monthly budget, uh how much of your money you dedicate to like new creative tests. So this would be for you to determine because you are doing iterations, things of that nature, and then what your CPA is so that you know based on a certain number of uh engagements like how quickly that ad's going to uh optimize. So this is dynamic. Obviously, if we have clients that have a, let's just play around with it, $25,000 budget, they want to dedicate, let's just say 50% to creative testing. Um this would give you the number of ad concepts. And then within a number of concepts, we typically recommend having what we call them testing assets. So you'd have like three different versions of that concept to test. And that's how this is this is built. And you can see how that scales then with budget, etcetera.

That probably doesn't help answer the question though because he's probably like, that's great for you. Maybe not so great for me. I would I would say, again, most and I'll just give you an average then. Uh so the average amount that we're testing on any given month is probably somewhere between for for one brand, I'd say two to five concepts. So then that would be 6 to 15 total new assets being added to the account each month. And we've seen that to be a healthy uh amount. That's probably more helpful. I probably should have started there.

Evan Lee: Cool. That's fantastic. Appreciate you, Max. Now, I think it's a perfect chance for the last 15 minutes here to actually switch over to our Q&A. So everybody, get those into the Q&A tab. If you've thrown it into the chat, make sure to move it on over to the Q&A. I'm immediately breaking my own rules, so I apologize because I saw a question pop up earlier that I really liked. But uh Jacqueline had a question and she had asked, Max, could you give an example of an offer that was inspired by the Facebook group for the client that you had spoken about in that example?

Max Finke: Yeah, it's that's a really good um call out because how how do you know that? Um for us, this more so falls into what we consider part of our creative uh strategy or creative direction process uh that we go into, which is really looking at aspirational brands. Uh and this typically is done through leveraging something like ads library, looking at things that are live. Typically, if you're looking at a big brand that does a lot of testing, for instance, we're working with a brand who really loves like Oats overnight uh as an aspirational brand. If you go into their ads library, you start to search through these things and really see like what's been running for the longest amount of time, you can assume those things are high performers, right? So like that's one of the aspects that that we can dive into. Obviously, from like an industry perspective, we can use a tool like Varos to really benchmark that. And then I'd say finally, we also are huge fans of uh Foreplay, which like any, I'm sure creative partner or creative uh employee is or or maybe should be. Um so like for every sort of uh framework or piece of content that we could potentially produce, we have high-performing assets saved based on that same kind of thought process within Foreplay as as great inspiration.

Evan Lee: Shout out to Zach and Foreplay. Always got to have them in the loop. Uh in line with performance, something Pradeep asked here is, how can you decide what to create in month two in advance when you haven't yet received performance from month one? And the real question uh that comes after is, can you articulate how you confidently strategize as you've shown in Milanote? So I think the question is mainly around if you are presenting the entire 90 days, what are you actually showing to the client or internally post 30 days so it actually makes sense in the grand scheme of things.

Max Finke: Yeah, and again, I would I would reference this back to again, the intention of the roadmap is to say in even the best case scenario, there's a lot of tests that you can run creatively. The intention of the roadmap is to say, especially based on your budget because we all know testing an asset for a dollar isn't going to be actionable. So depending on your budget, there is a right amount of assets you should responsibly test to enable them to ideally get through the learning phase within meta or other platforms as efficiently as possible. So we we use this internally, it's our creative calculator is is what we call that. Um as you can see and very aptly named, I suppose. But it's all dependent on your monthly budget, uh how much of your money you dedicate to like new creative tests. So this would be for you to determine because you are doing iterations, things of that nature, and then what your CPA is so that you know based on a certain number of uh engagements like how quickly that ad's going to uh optimize. So this is dynamic. Obviously, if we have clients that have a, let's just play around with it, $25,000 budget, they want to dedicate, let's just say 50% to creative testing. Um this would give you the number of ad concepts. And then within a number of concepts, we typically recommend having what we call them testing assets. So you'd have like three different versions of that concept to test. And that's how this is this is built. And you can see how that scales then with budget, etcetera.

That probably doesn't help answer the question though because he's probably like, that's great for you. Maybe not so great for me. I would I would say, again, most and I'll just give you an average then. Uh so the average amount that we're testing on any given month is probably somewhere between for for one brand, I'd say two to five concepts. So then that would be 6 to 15 total new assets being added to the account each month. And we've seen that to be a healthy uh amount. That's probably more helpful. I probably should have started there.

Evan Lee: Cool. That's fantastic. Appreciate you, Max. Now, I think it's a perfect chance for the last 15 minutes here to actually switch over to our Q&A. So everybody, get those into the Q&A tab. If you've thrown it into the chat, make sure to move it on over to the Q&A. I'm immediately breaking my own rules, so I apologize because I saw a question pop up earlier that I really liked. But uh Jacqueline had a question and she had asked, Max, could you give an example of an offer that was inspired by the Facebook group for the client that you had spoken about in that example?

Max Finke: Yeah, it's that's a really good um call out because how how do you know that? Um for us, this more so falls into what we consider part of our creative uh strategy or creative direction process uh that we go into, which is really looking at aspirational brands. Uh and this typically is done through leveraging something like ads library, looking at things that are live. Typically, if you're looking at a big brand that does a lot of testing, for instance, we're working with a brand who really loves like Oats overnight uh as an aspirational brand. If you go into their ads library, you start to search through these things and really see like what's been running for the longest amount of time, you can assume those things are high performers, right? So like that's one of the aspects that that we can dive into. Obviously, from like an industry perspective, we can use a tool like Varos to really benchmark that. And then I'd say finally, we also are huge fans of uh Foreplay, which like any, I'm sure creative partner or creative uh employee is or or maybe should be. Um so like for every sort of uh framework or piece of content that we could potentially produce, we have high-performing assets saved based on that same kind of thought process within Foreplay as as great inspiration.

Evan Lee: Shout out to Zach and Foreplay. Always got to have them in the loop. Uh in line with performance, something Pradeep asked here is, how can you decide what to create in month two in advance when you haven't yet received performance from month one? And the real question uh that comes after is, can you articulate how you confidently strategize as you've shown in Milanote? So I think the question is mainly around if you are presenting the entire 90 days, what are you actually showing to the client or internally post 30 days so it actually makes sense in the grand scheme of things.

Max Finke: Yeah, and again, I would I would reference this back to again, the intention of the roadmap is to say in even the best case scenario, there's a lot of tests that you can run creatively. The intention of the roadmap is to say, especially based on your budget because we all know testing an asset for a dollar isn't going to be actionable. So depending on your budget, there is a right amount of assets you should responsibly test to enable them to ideally get through the learning phase within meta or other platforms as efficiently as possible. So we we use this internally, it's our creative calculator is is what we call that. Um as you can see and very aptly named, I suppose. But it's all dependent on your monthly budget, uh how much of your money you dedicate to like new creative tests. So this would be for you to determine because you are doing iterations, things of that nature, and then what your CPA is so that you know based on a certain number of uh engagements like how quickly that ad's going to uh optimize. So this is dynamic. Obviously, if we have clients that have a, let's just play around with it, $25,000 budget, they want to dedicate, let's just say 50% to creative testing. Um this would give you the number of ad concepts. And then within a number of concepts, we typically recommend having what we call them testing assets. So you'd have like three different versions of that concept to test. And that's how this is this is built. And you can see how that scales then with budget, etcetera.

That probably doesn't help answer the question though because he's probably like, that's great for you. Maybe not so great for me. I would I would say, again, most and I'll just give you an average then. Uh so the average amount that we're testing on any given month is probably somewhere between for for one brand, I'd say two to five concepts. So then that would be 6 to 15 total new assets being added to the account each month. And we've seen that to be a healthy uh amount. That's probably more helpful. I probably should have started there.

Evan Lee: Cool. That's fantastic. Appreciate you, Max. Now, I think it's a perfect chance for the last 15 minutes here to actually switch over to our Q&A. So everybody, get those into the Q&A tab. If you've thrown it into the chat, make sure to move it on over to the Q&A. I'm immediately breaking my own rules, so I apologize because I saw a question pop up earlier that I really liked. But uh Jacqueline had a question and she had asked, Max, could you give an example of an offer that was inspired by the Facebook group for the client that you had spoken about in that example?

Max Finke: Yeah, it's that's a really good um call out because how how do you know that? Um for us, this more so falls into what we consider part of our creative uh strategy or creative direction process uh that we go into, which is really looking at aspirational brands. Uh and this typically is done through leveraging something like ads library, looking at things that are live. Typically, if you're looking at a big brand that does a lot of testing, for instance, we're working with a brand who really loves like Oats overnight uh as an aspirational brand. If you go into their ads library, you start to search through these things and really see like what's been running for the longest amount of time, you can assume those things are high performers, right? So like that's one of the aspects that that we can dive into. Obviously, from like an industry perspective, we can use a tool like Varos to really benchmark that. And then I'd say finally, we also are huge fans of uh Foreplay, which like any, I'm sure creative partner or creative uh employee is or or maybe should be. Um so like for every sort of uh framework or piece of content that we could potentially produce, we have high-performing assets saved based on that same kind of thought process within Foreplay as as great inspiration.

Evan Lee: Shout out to Zach and Foreplay. Always got to have them in the loop. Uh in line with performance, something Pradeep asked here is, how can you decide what to create in month two in advance when you haven't yet received performance from month one? And the real question uh that comes after is, can you articulate how you confidently strategize as you've shown in Milanote? So I think the question is mainly around if you are presenting the entire 90 days, what are you actually showing to the client or internally post 30 days so it actually makes sense in the grand scheme of things.

Max Finke: Yeah, and again, I would I would reference this back to again, the intention of the roadmap is to say in even the best case scenario, there's a lot of tests that you can run creatively. The intention of the roadmap is to say, especially based on your budget because we all know testing an asset for a dollar isn't going to be actionable. So depending on your budget, there is a right amount of assets you should responsibly test to enable them to ideally get through the learning phase within meta or other platforms as efficiently as possible. So we we use this internally, it's our creative calculator is is what we call that. Um as you can see and very aptly named, I suppose. But it's all dependent on your monthly budget, uh how much of your money you dedicate to like new creative tests. So this would be for you to determine because you are doing iterations, things of that nature, and then what your CPA is so that you know based on a certain number of uh engagements like how quickly that ad's going to uh optimize. So this is dynamic. Obviously, if we have clients that have a, let's just play around with it, $25,000 budget, they want to dedicate, let's just say 50% to creative testing. Um this would give you the number of ad concepts. And then within a number of concepts, we typically recommend having what we call them testing assets. So you'd have like three different versions of that concept to test. And that's how this is this is built. And you can see how that scales then with budget, etcetera.

That probably doesn't help answer the question though because he's probably like, that's great for you. Maybe not so great for me. I would I would say, again, most and I'll just give you an average then. Uh so the average amount that we're testing on any given month is probably somewhere between for for one brand, I'd say two to five concepts. So then that would be 6 to 15 total new assets being added to the account each month. And we've seen that to be a healthy uh amount. That's probably more helpful. I probably should have started there.

Evan Lee: Cool. That's fantastic. Appreciate you, Max. Now, I think it's a perfect chance for the last 15 minutes here to actually switch over to our Q&A. So everybody, get those into the Q&A tab. If you've thrown it into the chat, make sure to move it on over to the Q&A. I'm immediately breaking my own rules, so I apologize because I saw a question pop up earlier that I really liked. But uh Jacqueline had a question and she had asked, Max, could you give an example of an offer that was inspired by the Facebook group for the client that you had spoken about in that example?

Max Finke: Yeah, it's that's a really good um call out because how how do you know that? Um for us, this more so falls into what we consider part of our creative uh strategy or creative direction process uh that we go into, which is really looking at aspirational brands. Uh and this typically is done through leveraging something like ads library, looking at things that are live. Typically, if you're looking at a big brand that does a lot of testing, for instance, we're working with a brand who really loves like Oats overnight uh as an aspirational brand. If you go into their ads library, you start to search through these things and really see like what's been running for the longest amount of time, you can assume those things are high performers, right? So like that's one of the aspects that that we can dive into. Obviously, from like an industry perspective, we can use a tool like Varos to really benchmark that. And then I'd say finally, we also are huge fans of uh Foreplay, which like any, I'm sure creative partner or creative uh employee is or or maybe should be. Um so like for every sort of uh framework or piece of content that we could potentially produce, we have high-performing assets saved based on that same kind of thought process within Foreplay as as great inspiration.

Evan Lee: Shout out to Zach and Foreplay. Always got to have them in the loop. Uh in line with performance, something Pradeep asked here is, how can you decide what to create in month two in advance when you haven't yet received performance from month one? And the real question uh that comes after is, can you articulate how you confidently strategize as you've shown in Milanote? So I think the question is mainly around if you are presenting the entire 90 days, what are you actually showing to the client or internally post 30 days so it actually makes sense in the grand scheme of things.

Max Finke: Yeah, and again, I would I would reference this back to again, the intention of the roadmap is to say in even the best case scenario, there's a lot of tests that you can run creatively. The intention of the roadmap is to say, especially based on your budget because we all know testing an asset for a dollar isn't going to be actionable. So depending on your budget, there is a right amount of assets you should responsibly test to enable them to ideally get through the learning phase within meta or other platforms as efficiently as possible. So we we use this internally, it's our creative calculator is is what we call that. Um as you can see and very aptly named, I suppose. But it's all dependent on your monthly budget, uh how much of your money you dedicate to like new creative tests. So this would be for you to determine because you are doing iterations, things of that nature, and then what your CPA is so that you know based on a certain number of uh engagements like how quickly that ad's going to uh optimize. So this is dynamic. Obviously, if we have clients that have a, let's just play around with it, $25,000 budget, they want to dedicate, let's just say 50% to creative testing. Um this would give you the number of ad concepts. And then within a number of concepts, we typically recommend having what we call them testing assets. So you'd have like three different versions of that concept to test. And that's how this is this is built. And you can see how that scales then with budget, etcetera.

That probably doesn't help answer the question though because he's probably like, that's great for you. Maybe not so great for me. I would I would say, again, most and I'll just give you an average then. Uh so the average amount that we're testing on any given month is probably somewhere between for for one brand, I'd say two to five concepts. So then that would be 6 to 15 total new assets being added to the account each month. And we've seen that to be a healthy uh amount. That's probably more helpful. I probably should have started there.

Evan Lee: Cool. That's fantastic. Appreciate you, Max. Now, I think it's a perfect chance for the last 15 minutes here to actually switch over to our Q&A. So everybody, get those into the Q&A tab. If you've thrown it into the chat, make sure to move it on over to the Q&A. I'm immediately breaking my own rules, so I apologize because I saw a question pop up earlier that I really liked. But uh Jacqueline had a question and she had asked, Max, could you give an example of an offer that was inspired by the Facebook group for the client that you had spoken about in that example?

Max Finke: Yeah, it's that's a really good um call out because how how do you know that? Um for us, this more so falls into what we consider part of our creative uh strategy or creative direction process uh that we go into, which is really looking at aspirational brands. Uh and this typically is done through leveraging something like ads library, looking at things that are live. Typically, if you're looking at a big brand that does a lot of testing, for instance, we're working with a brand who really loves like Oats overnight uh as an aspirational brand. If you go into their ads library, you start to search through these things and really see like what's been running for the longest amount of time, you can assume those things are high performers, right? So like that's one of the aspects that that we can dive into. Obviously, from like an industry perspective, we can use a tool like Varos to really benchmark that. And then I'd say finally, we also are huge fans of uh Foreplay, which like any, I'm sure creative partner or creative uh employee is or or maybe should be. Um so like for every sort of uh framework or piece of content that we could potentially produce, we have high-performing assets saved based on that same kind of thought process within Foreplay as as great inspiration.

Evan Lee: Shout out to Zach and Foreplay. Always got to have them in the loop. Uh in line with performance, something Pradeep asked here is, how can you decide what to create in month two in advance when you haven't yet received performance from month one? And the real question uh that comes after is, can you articulate how you confidently strategize as you've shown in Milanote? So I think the question is mainly around if you are presenting the entire 90 days, what are you actually showing to the client or internally post 30 days so it actually makes sense in the grand scheme of things.

Max Finke: Yeah, and again, I would I would reference this back to again, the intention of the roadmap is to say in even the best case scenario, there's a lot of tests that you can run creatively. The intention of the roadmap is to say, especially based on your budget because we all know testing an asset for a dollar isn't going to be actionable. So depending on your budget, there is a right amount of assets you should responsibly test to enable them to ideally get through the learning phase within meta or other platforms as efficiently as possible. So we we use this internally, it's our creative calculator is is what we call that. Um as you can see and very aptly named, I suppose. But it's all dependent on your monthly budget, uh how much of your money you dedicate to like new creative tests. So this would be for you to determine because you are doing iterations, things of that nature, and then what your CPA is so that you know based on a certain number of uh engagements like how quickly that ad's going to uh optimize. So this is dynamic. Obviously, if we have clients that have a, let's just play around with it, $25,000 budget, they want to dedicate, let's just say 50% to creative testing. Um this would give you the number of ad concepts. And then within a number of concepts, we typically recommend having what we call them testing assets. So you'd have like three different versions of that concept to test. And that's how this is this is built. And you can see how that scales then with budget, etcetera.

That probably doesn't help answer the question though because he's probably like, that's great for you. Maybe not so great for me. I would I would say, again, most and I'll just give you an average then. Uh so the average amount that we're testing on any given month is probably somewhere between for for one brand, I'd say two to five concepts. So then that would be 6 to 15 total new assets being added to the account each month. And we've seen that to be a healthy uh amount. That's probably more helpful. I probably should have started there.

Evan Lee: Cool. That's fantastic. Appreciate you, Max. Now, I think it's a perfect chance for the last 15 minutes here to actually switch over to our Q&A. So everybody, get those into the Q&A tab. If you've thrown it into the chat, make sure to move it on over to the Q&A. I'm immediately breaking my own rules, so I apologize because I saw a question pop up earlier that I really liked. But uh Jacqueline had a question and she had asked, Max, could you give an example of an offer that was inspired by the Facebook group for the client that you had spoken about in that example?

Max Finke: Yeah, it's that's a really good um call out because how how do you know that? Um for us, this more so falls into what we consider part of our creative uh strategy or creative direction process uh that we go into, which is really looking at aspirational brands. Uh and this typically is done through leveraging something like ads library, looking at things that are live. Typically, if you're looking at a big brand that does a lot of testing, for instance, we're working with a brand who really loves like Oats overnight uh as an aspirational brand. If you go into their ads library, you start to search through these things and really see like what's been running for the longest amount of time, you can assume those things are high performers, right? So like that's one of the aspects that that we can dive into. Obviously, from like an industry perspective, we can use a tool like Varos to really benchmark that. And then I'd say finally, we also are huge fans of uh Foreplay, which like any, I'm sure creative partner or creative uh employee is or or maybe should be. Um so like for every sort of uh framework or piece of content that we could potentially produce, we have high-performing assets saved based on that same kind of thought process within Foreplay as as great inspiration.

Evan Lee: Shout out to Zach and Foreplay. Always got to have them in the loop. Uh in line with performance, something Pradeep asked here is, how can you decide what to create in month two in advance when you haven't yet received performance from month one? And the real question uh that comes after is, can you articulate how you confidently strategize as you've shown in Milanote? So I think the question is mainly around if you are presenting the entire 90 days, what are you actually showing to the client or internally post 30 days so it actually makes sense in the grand scheme of things.

Max Finke: Yeah, and again, I would I would reference this back to again, the intention of the roadmap is to say in even the best case scenario, there's a lot of tests that you can run creatively. The intention of the roadmap is to say, especially based on your budget because we all know testing an asset for a dollar isn't going to be actionable. So depending on your budget, there is a right amount of assets you should responsibly test to enable them to ideally get through the learning phase within meta or other platforms as efficiently as possible. So we we use this internally, it's our creative calculator is is what we call that. Um as you can see and very aptly named, I suppose. But it's all dependent on your monthly budget, uh how much of your money you dedicate to like new creative tests. So this would be for you to determine because you are doing iterations, things of that nature, and then what your CPA is so that you know based on a certain number of uh engagements like how quickly that ad's going to uh optimize. So this is dynamic. Obviously, if we have clients that have a, let's just play around with it, $25,000 budget, they want to dedicate, let's just say 50% to creative testing. Um this would give you the number of ad concepts. And then within a number of concepts, we typically recommend having what we call them testing assets. So you'd have like three different versions of that concept to test. And that's how this is this is built. And you can see how that scales then with budget, etcetera.

That probably doesn't help answer the question though because he's probably like, that's great for you. Maybe not so great for me. I would I would say, again, most and I'll just give you an average then. Uh so the average amount that we're testing on any given month is probably somewhere between for for one brand, I'd say two to five concepts. So then that would be 6 to 15 total new assets being added to the account each month. And we've seen that to be a healthy uh amount. That's probably more helpful. I probably should have started there.

Evan Lee: Cool. That's fantastic. Appreciate you, Max. Now, I think it's a perfect chance for the last 15 minutes here to actually switch over to our Q&A. So everybody, get those into the Q&A tab. If you've thrown it into the chat, make sure to move it on over to the Q&A. I'm immediately breaking my own rules, so I apologize because I saw a question pop up earlier that I really liked. But uh Jacqueline had a question and she had asked, Max, could you give an example of an offer that was inspired by the Facebook group for the client that you had spoken about in that example?

Max Finke: Yeah, it's that's a really good um call out because how how do you know that? Um for us, this more so falls into what we consider part of our creative uh strategy or creative direction process uh that we go into, which is really looking at aspirational brands. Uh and this typically is done through leveraging something like ads library, looking at things that are live. Typically, if you're looking at a big brand that does a lot of testing, for instance, we're working with a brand who really loves like Oats overnight uh as an aspirational brand. If you go into their ads library, you start to search through these things and really see like what's been running for the longest amount of time, you can assume those things are high performers, right? So like that's one of the aspects that that we can dive into. Obviously, from like an industry perspective, we can use a tool like Varos to really benchmark that. And then I'd say finally, we also are huge fans of uh Foreplay, which like any, I'm sure creative partner or creative uh employee is or or maybe should be. Um so like for every sort of uh framework or piece of content that we could potentially produce, we have high-performing assets saved based on that same kind of thought process within Foreplay as as great inspiration.

Evan Lee: Shout out to Zach and Foreplay. Always got to have them in the loop. Uh in line with performance, something Pradeep asked here is, how can you decide what to create in month two in advance when you haven't yet received performance from month one? And the real question uh that comes after is, can you articulate how you confidently strategize as you've shown in Milanote? So I think the question is mainly around if you are presenting the entire 90 days, what are you actually showing to the client or internally post 30 days so it actually makes sense in the grand scheme of things.

Max Finke: Yeah, and again, I would I would reference this back to again, the intention of the roadmap is to say in even the best case scenario, there's a lot of tests that you can run creatively. The intention of the roadmap is to say, especially based on your budget because we all know testing an asset for a dollar isn't going to be actionable. So depending on your budget, there is a right amount of assets you should responsibly test to enable them to ideally get through the learning phase within meta or other platforms as efficiently as possible. So we we use this internally, it's our creative calculator is is what we call that. Um as you can see and very aptly named, I suppose. But it's all dependent on your monthly budget, uh how much of your money you dedicate to like new creative tests. So this would be for you to determine because you are doing iterations, things of that nature, and then what your CPA is so that you know based on a certain number of uh engagements like how quickly that ad's going to uh optimize. So this is dynamic. Obviously, if we have clients that have a, let's just play around with it, $25,000 budget, they want to dedicate, let's just say 50% to creative testing. Um this would give you the number of ad concepts. And then within a number of concepts, we typically recommend having what we call them testing assets. So you'd have like three different versions of that concept to test. And that's how this is this is built. And you can see how that scales then with budget, etcetera.

That probably doesn't help answer the question though because he's probably like, that's great for you. Maybe not so great for me. I would I would say, again, most and I'll just give you an average then. Uh so the average amount that we're testing on any given month is probably somewhere between for for one brand, I'd say two to five concepts. So then that would be 6 to 15 total new assets being added to the account each month. And we've seen that to be a healthy uh amount. That's probably more helpful. I probably should have started there.

Evan Lee: Cool. That's fantastic. Appreciate you, Max. Now, I think it's a perfect chance for the last 15 minutes here to actually switch over to our Q&A. So everybody, get those into the Q&A tab. If you've thrown it into the chat, make sure to move it on over to the Q&A. I'm immediately breaking my own rules, so I apologize because I saw a question pop up earlier that I really liked. But uh Jacqueline had a question and she had asked, Max, could you give an example of an offer that was inspired by the Facebook group for the client that you had spoken about in that example?

Max Finke: Yeah, it's that's a really good um call out because how how do you know that? Um for us, this more so falls into what we consider part of our creative uh strategy or creative direction process uh that we go into, which is really looking at aspirational brands. Uh and this typically is done through leveraging something like ads library, looking at things that are live. Typically, if you're looking at a big brand that does a lot of testing, for instance, we're working with a brand who really loves like Oats overnight uh as an aspirational brand. If you go into their ads library, you start to search through these things and really see like what's been running for the longest amount of time, you can assume those things are high performers, right? So like that's one of the aspects that that we can dive into. Obviously, from like an industry perspective, we can use a tool like Varos to really benchmark that. And then I'd say finally, we also are huge fans of uh Foreplay, which like any, I'm sure creative partner or creative uh employee is or or maybe should be. Um so like for every sort of uh framework or piece of content that we could potentially produce, we have high-performing assets saved based on that same kind of thought process within Foreplay as as great inspiration.

Evan Lee: Shout out to Zach and Foreplay. Always got to have them in the loop. Uh in line with performance, something Pradeep asked here is, how can you decide what to create in month two in advance when you haven't yet received performance from month one? And the real question uh that comes after is, can you articulate how you confidently strategize as you've shown in Milanote? So I think the question is mainly around if you are presenting the entire 90 days, what are you actually showing to the client or internally post 30 days so it actually makes sense in the grand scheme of things.

Max Finke: Yeah, and again, I would I would reference this back to again, the intention of the roadmap is to say in even the best case scenario, there's a lot of tests that you can run creatively. The intention of the roadmap is to say, especially based on your budget because we all know testing an asset for a dollar isn't going to be actionable. So depending on your budget, there is a right amount of assets you should responsibly test to enable them to ideally get through the learning phase within meta or other platforms as efficiently as possible. So we we use this internally, it's our creative calculator is is what we call that. Um as you can see and very aptly named, I suppose. But it's all dependent on your monthly budget, uh how much of your money you dedicate to like new creative tests. So this would be for you to determine because you are doing iterations, things of that nature, and then what your CPA is so that you know based on a certain number of uh engagements like how quickly that ad's going to uh optimize. So this is dynamic. Obviously, if we have clients that have a, let's just play around with it, $25,000 budget, they want to dedicate, let's just say 50% to creative testing. Um this would give you the number of ad concepts. And then within a number of concepts, we typically recommend having what we call them testing assets. So you'd have like three different versions of that concept to test. And that's how this is this is built. And you can see how that scales then with budget, etcetera.

That probably doesn't help answer the question though because he's probably like, that's great for you. Maybe not so great for me. I would I would say, again, most and I'll just give you an average then. Uh so the average amount that we're testing on any given month is probably somewhere between for for one brand, I'd say two to five concepts. So then that would be 6 to 15 total new assets being added to the account each month. And we've seen that to be a healthy uh amount. That's probably more helpful. I probably should have started there.

Evan Lee: Cool. That's fantastic. Appreciate you, Max. Now, I think it's a perfect chance for the last 15 minutes here to actually switch over to our Q&A. So everybody, get those into the Q&A tab. If you've thrown it into the chat, make sure to move it on over to the Q&A. I'm immediately breaking my own rules, so I apologize because I saw a question pop up earlier that I really liked. But uh Jacqueline had a question and she had asked, Max, could you give an example of an offer that was inspired by the Facebook group for the client that you had spoken about in that example?

Max Finke: Yeah, it's that's a really good um call out because how how do you know that? Um for us, this more so falls into what we consider part of our creative uh strategy or creative direction process uh that we go into, which is really looking at aspirational brands. Uh and this typically is done through leveraging something like ads library, looking at things that are live. Typically, if you're looking at a big brand that does a lot of testing, for instance, we're working with a brand who really loves like Oats overnight uh as an aspirational brand. If you go into their ads library, you start to search through these things and really see like what's been running for the longest amount of time, you can assume those things are high performers, right? So like that's one of the aspects that that we can dive into. Obviously, from like an industry perspective, we can use a tool like Varos to really benchmark that. And then I'd say finally, we also are huge fans of uh Foreplay, which like any, I'm sure creative partner or creative uh employee is or or maybe should be