Five Great Tips from My Interview with David Herrmann
Recently, I had the chance to interview longtime friend and everyone’s-favorite-social-advertiser, David Herrmann from Herrmann Digital. In this 60 minute interview, David and I discussed the holiday season, creative testing and well, attribution. (You can see the timestamps at the bottom along with full replay.)
I pulled out five great moments and made them available for you to quickly watch right here on this page. Hope you enjoy and thanks to Northbeam for hosting this conversation.
Q4 Planning Approach
Q4 Planning: How do you approach it? What’s the difference now versus what it has been in the past? Learn how David doesn’t make changes in November.
Why (and How) David Is Going Heavy On Awareness Right Now
YouTube Shorts, TikTok, and looking at email signup rates and why they matter.
How Do You Know Things Are Working Beyond a Seven Day Window?
How is David confident in his strategies beyond seven days?
How Do You Scale a Winning Creative Test?
Once a creative starts winning, what’s the next move?
Creative Testing Timing and How Engagement Metrics Relate
Launch ads on Monday, wait three days and then looking at key metrics.
Here’s the Full Replay
Timestamps
3:36 - What’s different about Q4 2022 over previous years.
5:57 - To offer Discounts or Not
7:11 - How to offer test before BFCM
10:35 - Q4 ad objective optimization set-up and optimization window settings to scale up or down
11:36 - What window are you focusing on when using North Beam?
12:48 - What days are you seeing work the best on TikTok?
17:32 - How are you using NorthBeam to optimize?
18:57 - What are you doing if Meta is attributing success to an ad but NorthBeam is not?
20:40 - How long do you need to wait before even beginning to optimize/adjust your ads? 21:23 - What are the best days to launch new assets and creative tests? *
23:35 - What are you doing if your creative testing campaign is able to be scaled?*
27:11 - What do you find to be the best offer: promo code or an automatic discount?
27:55 - What is the the best optimization window to use for longer sales cycle/ higher AOV products?
28:35 - Are Broad Campaigns the best campaigns to run?
31:17 - What is NorthBeam consistently showing over time as it relates to broad audiences?
33:23 - What do you need to do media buying well these days?
35:07 - How are you approaching Q4 planning meetings this year?
38:24 - What do you plan to run in most client accounts this BFCM?
42:46- What is one of the biggest things your optimizing for as we lead up to BFCM?
46:41 - What is the number one thing that TikTok has been great for so far?
47:48 - What do you see as the most difficult thing that’s needed for TikTok to be successful?
49:05 - What kinds of creatives are you successfully using in Meta’s Advantage+ campaigns?
51:02 - How do you plan to utilize Advantage+ this BFCM?
54:01 - How do you not bombard or bore your customers with BFCM messaging while going earlier this year?
55:54 - In terms of account structure what is the best way to scale to $250k/day?
58:26 - In terms of DABA do you see it out performing other creatives that you’re using?
59:44 - How are you confident if you are doing all of these things (video views/ Link clicks/conversions/etc), that they are providing incremental lift if conversions are happening outside of a 7 day window?
1:03:39 - Do you rely on NorthBeam when deciding what’s working and what’s not? 1:04:13 - Anything you recommend not doing this Q4?
1:05:39 - Final thoughts and takeaways