S05 EP27: Scaling DTC Facebook Ads with Product Centred Video Ad Creatives

<p>On today’s episode, Kunle interviews Moshe Saraf, Founder and CEO of <a href="http://pareto.sl/">Pareto Solutions</a>, an elite performance marketing agency headquartered in Tel Aviv, Israel. They specialise in promoting direct-to-consumer and unicorn brands such as eko, Fiverr, NectarSleep, Mixtiles, The Flex Belt, Uprightpose, Puls.com </p> <p>If you live in the US or the EU, chances are that you will most likely have not only seen one of Pareto's fast-paced, product-oriented ads but also purchased a product or service (like Kunle has), that the agency has promoted on Facebook or Snapchat.</p> <p>The focus of our conversation today was on creative led media buying on the Facebook Advertising Platform. </p> <p>Here is a summary of some of the most important points made, </p> <p>Pareto Solutions operate a Creative Leasing Model - this means that they exclusively work with brands with a monthly Facebook ads spend starting from $500,000 - the take on $200,000 as a test to prove their expertise and control not just campaign structure but more importantly control all creatives. </p> <p>When they demonstrate their entire campaign and creative structure to be better, the lease out their creatives to the clients. </p> <p>They apply an 18% campaign management fee to the $200,000 spend and then a 7.5% fee on the campaigns leasing their ad creatives.</p> <p>Moshe says that they spend 80% of their time and focus on eCommerce ads campaigns on either creating creatives or optimising existing creatives. </p> <p>When selling direct-to-consumer you essentially want to create product-oriented ads</p> <p>Their campaign structure is incredibly simple - it is comprised of just 2 campaigns </p> <p>The first frame of creatives are hugely important for engagement - craft them like you craft a landing page - you want to address either the key value or a key pain as early as possible in your creative.</p> <p>Do not limit signals to Facebook by limiting audience sizes or focusing on narrow audiences.</p> <p> </p> <p>----------