Andrew DiLullo | I Grow Shopify Brands @andrewdilullo Twitter profile

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Andrew DiLullo | I Grow Shopify Brands

1 month

Struggling with META ads? Want CTRs that are 5%, 6%, 7% or higher? DM me for the internal sheet we use to scale messaging & CTR in all of our accounts.

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

18 days

Hook-writing is a fine art. It seperates the haves and the have nots. The most important dichotomy is between “Problem Unaware” and “Problem Aware”. Here are a few of my absolute favorite hooks for Problem Aware campaigns:

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

16 days

7 Sentences to Elevate your Meta Ad Account:

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

28 days

The skills that grew you to $5M/year are NOT the same that will take you to $10M+. At some point, you’ll need to specialize to continue scaling. We’ve done this for many brands in that exact situation — here’s how we use ads and marketing to take you to the next level:

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

27 days

Our testing strategy is what gives beauty brand owners peace of mind when it comes to their ad account. We test RIGOROUSLY. I’m talking 40-60 of pieces of creative a month. Here’s how we test on the front-end to save money, and drive results on the back-end:

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

23 days

Here’s the #1 mistake I see beauty brand owners make when doing market research. They’re going to META ads or TikTok ads library and looking at other MARKETER’S ads! BIG mistake. Marketers tend to make ads for other marketers, not people.

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

25 days

Ad-copy can make or break your campaign performance. Now, running an agency, poorly written ads drive me NUTS. Here’s a quick summary of Bad vs. Good copy in ad headlines:

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

30 days

META Ads hack for Womens beauty brands: Write & test 40 hooks with your top performing ad in a link click campaign (YES a link click campaign, I promise they are not completely useless!!) Spend $5 on each ad.

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

22 days

Here’s a question I get often from many beauty brand owners: My product is niche, doesn’t that mean I should hyper-target small audience segments?

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

1 month

STOP making new ad creatives. You’re wasting your time and money. For 99% of ad-creatives, you shouldn’t be creating them from scratch. Proven techniques for copy and visuals are everywhere.

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

19 days

Here’s a recipe for beauty brands to micro-test ad copy: Find 8 popular/viral videos from TikTok or Instagram in your niche (minimum 10k views). Look at the text hook they used in the video, use that info to brainstorm 40 more hooks.

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

26 days

One of the reasons beauty brands we work with see serious revenue growth (up to 150% growth in the first 3 weeks) is because we grow as they do. That’s what being a growth partner is all about. We don’t just run ad campaigns. We don’t just make ad-creatives.

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

16 days

2 - Testing is your best friend, find what works in cheap engagement campaigns.

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

18 days

High-intent Promise Headlines So thick & full 💖 Why this works: This makes the end user wonder what is thick and full, and why is it thick and full. It invites them to watch the video to find out.

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

16 days

If you need help coming up with hooks, use our internal sheet below.

HOOK SHEET

Hook Sheet Ideas,Headlines Ads,5 High-intent Offer Headlines - USE THESE,5 High-intent Promise Headlines,5 (=) Headlines,40 Iterations on winning headlines ,Type of Message,P2 Winner We want to...

docs.google.com

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

16 days

4 - Quality campaigns produce results in 3-4 weeks, not 3-4 months.

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

16 days

5 - Market research is about finding what is working in your niche TODAY, not in the past year.

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

28 days

We’re talking about putting out 40-60 ads a month. If you’re not doing this, you’re not scaling… This is our bread and butter. We’d love to share with you more about our client case-studies (book a call with us!)

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

21 days

When we sign a client, we show them right off the bat that we are HUNGRY. We’re ready to rock. We send them emails daily, see if we can get things rolling early prior to onboarding.

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

16 days

6 - Your hooks have 1.4 seconds to grab attention and keep it - make them count.

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

28 days

We aren’t just testing with live ads and acting reactively. We’re getting ahead of the curve, testing what works today, and deploying that to your company/brand.

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

16 days

3 - Use data analysis to drive decisions, not preferences or trends.

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

23 days

Remember, if you run out of ideas, you can always use the “Others search for” section to come up with more ideas

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

25 days

Bad - Watch this moisturizer transform your complexion Good - Watch this Ceramide Moisturizer keep your face healthy, clear, and resilient. Notice the details highlighting the BENEFITS succintly.

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

28 days

3 - Funnel and Offer Strategy Ad-creatives and campaigns are all well and good, but if the funnel isn’t functioning, you’re going to be wasting ad-spend inadvertently. Increased traffic is only a win if you have the right back-end flows to support it.

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

20 days

Another common question I get from clients and other agencies: Should the ad-creative be an image or a video? To start, it really depends on the platform. My rule of thumb is this —> Whichever translates the value-prop the fastest.

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

16 days

1 - 80% of your time should be dedicated to hook writing and testing (video and copy).

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

18 days

If you need help coming up with hooks, use our internal sheet below

HOOK SHEET

Hook Sheet Ideas,Headlines Ads,5 High-intent Offer Headlines - USE THESE,5 High-intent Promise Headlines,5 (=) Headlines,40 Iterations on winning headlines ,Type of Message,P2 Winner We want to...

docs.google.com

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

28 days

2 - Hooks and Ad-creative Testing Our testing process is one of our most important processes. We perform rigorous testing on the front-end (with low budget), so we KNOW what will drive conversions and clicks.

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

30 days

It’s just a much simpler method for understanding what language converts best, instead of blurring the metrics of ad creatives. Small tip, but when you are running multiple ads across multiple campaigns with multiple changes, it can get messy pretty quickly!

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

15 days

Increased traffic is good, but if your product page isn’t converting you’re wasting thousands of dollars on ads. Poor landing page, boring or irrelevant content, annoying popups, low-quality CTA’s, etc. These all lead to high bounce-rates and ruin your chances at conversions.

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

25 days

If you need help coming up with hooks, use our internal sheet below

HOOK SHEET

Hook Sheet Ideas,Headlines Ads,5 High-intent Offer Headlines - USE THESE,5 High-intent Promise Headlines,5 (=) Headlines,40 Iterations on winning headlines ,Type of Message,P2 Winner We want to...

docs.google.com

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

16 days

7 - Increased traffic isn’t helpful if the back-end flows are a mess.

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

28 days

1 - Meta and Google Ads Chances are good that you are leaving money on the table with your ad-strategy. It’s not a criticism, you’ve made it this far! But the level of specificity and testing it takes to continue scaling is high.

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

27 days

If you were to test 40 hooks (40 ads) at $100 each, that’s $4,000 dollars. Instead of testing in a conversion campaign we test these 40 hooks in a link click campaign at $5 each, that’s $200. You’re saving $3,800 with this test.

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

18 days

Benefit Hooks With these, you propose a benefit that a PROBLEM aware person may be interested in. Problem/solution hooks can be turned into benefit hooks and vice versa. It’s all about structure. “The fastest way to XYZ” “Watch me use [product] to get [desired end result]”

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

2 years

Case Study: How I created $19.7MM in revenue off of $1.18MM in spend in a year and a half MOSTLY using Google search and shopping campaigns. #googleads #ppc

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

27 days

If you need help coming up with hooks, use our internal sheet below.

HOOK SHEET

Hook Sheet Ideas,Headlines Ads,5 High-intent Offer Headlines - USE THESE,5 High-intent Promise Headlines,5 (=) Headlines,40 Iterations on winning headlines ,Type of Message,P2 Winner We want to...

docs.google.com

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

30 days

Sort the ads by highest link CTR to lowest link CTR - we’re using link CTR as an engagement metric This allows us to cheaply test ads ($5 each) and figure out which one is the most engaging before we spend lots of money in a conversion campaign.

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

18 days

But… Real quick… These variations convert because they DO NOT sound like the brand is talking to the end user. It sounds like something you might hear in a peer to peer conversation, or something you might see organically on TikTok.

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

23 days

Of course, ad-research is an absolute must when it comes to running Meta/Google Ads. But you need to know how to do it right… Here’s how we use research to find winning patterns for our clients:

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

18 days

Problem aware copy examples are designed for the “I have a problem, but I don’t know what to do about it and I am unsure of what mechanism can fix it” crowd.

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

18 days

POV Hooks POV: Watch me install clip in extensionssss 💖 Why this works: You invite the user to watch you perform their desired end state which you then show in the video. Adding POV in front of your benefit makes it feel more organic.

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

30 days

Take the top 10 hooks (by CTR) and push them to a conversions campaign. Now, you have a testing method that can appropriately identify high performers without having to spend much money, as opposed to always launching ads in a conversion campaign.

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

23 days

SO much of the performance comes down to the hook. That’s why we start here. And the majority of the performance of the hook comes down to testing and analyzing. Data should be driving decision-making when it comes to deciding the copy and creatives, period.

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

22 days

I get where the question is coming from, but what most brand owners don’t understand is that META does your targeting at the creative level.

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

22 days

Our recommendation is to focus first on the hooks and creatives, test rigorously, and then consider targeting options. Your audience is out there, and your creative will help you find them.

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

25 days

Bad - Save money using our gut support supplement! Good - Does your gut support supplement contain XYZ? If not, you may not be absorbing all the nutrients properly

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

18 days

These hooks work exceptionally well. Keep reading to learn about benefit hooks…

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

23 days

That’s where TikTok organic is key. Here’s 5 simple searches to get your started: 1. Product vs. a. Search: Hair Extensions VS. 2. Product fail/problems a. Search: Hair Extension Fails

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

18 days

Myth Buster Hooks: Myth: Hair Extensions rip out your hair Fact: Extensions are the safest way to XYZ... Why this works: You’re addressing your end user’s fears right away in a way that feels organic and intriuges them.

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

28 days

If you need help coming up with hooks, use our internal sheet below.

HOOK SHEET

Hook Sheet Ideas,Headlines Ads,5 High-intent Offer Headlines - USE THESE,5 High-intent Promise Headlines,5 (=) Headlines,40 Iterations on winning headlines ,Type of Message,P2 Winner We want to...

docs.google.com

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

25 days

Bad - Lose Weight! Good - Lose Weight Without Any Hunger! It’s better because it adds a kicker to the initial benefit statement, addressing a common objection.

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

23 days

So we find what is working, and break it down into hook substructures. To see what these sub structures look like, check out our internal sheet below.

HOOK SHEET

Hook Sheet Ideas,Headlines Ads,5 High-intent Offer Headlines - USE THESE,5 High-intent Promise Headlines,5 (=) Headlines,40 Iterations on winning headlines ,Type of Message,P2 Winner We want to...

docs.google.com

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

30 days

If you need help coming up with hooks, use our internal sheet below.

HOOK SHEET

Hook Sheet Ideas,Headlines Ads,5 High-intent Offer Headlines - USE THESE,5 High-intent Promise Headlines,5 (=) Headlines,40 Iterations on winning headlines ,Type of Message,P2 Winner We want to...

docs.google.com

0

6

Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

18 days

Highly Engaging Variations - below, are a couple KILLER variations of the simple version of benefit hook above…

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

18 days

We recommend trying both. Remember to keep your copy in the first person point of view.

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

23 days

We then write 40 hooks for our client’s product, and initiate our testing procedure. Basically, we want to see what language will drive the most clicks and engagement.

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

27 days

We then move the top 10 performers from that test to a conversion campaign. This process is tedious, but the rewards downstream are WELL worth it. By front-loading the testing with small budgets, we can ensure that the big-spends are going to get the traction that they deserve.

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

22 days

That’s right. META is scanning your copy, your videos, the facial structure of the people in your ads, even the colors in your ads and going and finding users who are most likely to convert on a martix of attributes in your ad. That’s why wide open targeting works.

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

23 days

Also — Don’t fall into this trap… Be careful when analyzing competitor’s ads, especially if their ads look overly branded or have been running for a short period of time.

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

18 days

Try/watch me XYZ Hooks: Watch me install these clip insss 💖 Why this works: You invite the user to watch you perform their desired end state which you then show in the video.

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

23 days

3. Product a. Search: Hair Extensions 4. Best Product a. Search: Best Hair Extensions 5. Product Hacks a. Search: Hair Extension Hacks

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

23 days

First off, TikTok is a treasure trove of hooks. We look through the top-performing ORGANIC (key is organic) videos in the niche, and start to brainstorm hooks and find hook patterns for the product or service at hand.

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

25 days

Bad - The fastest way to lose weight! Good - The fastest way to go from 185 to 160! This one is WAY better because it ties an abstract result and makes it tactile and believable (add a before and after photo for even more potency)

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

25 days

I hope this helps! The right copy can take a decent ad creative and make it a high-performer. As always, keep testing and keep improving.

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

18 days

Equals (=) Hooks: Good lipistick = self care Why this works: To be honest, we have no idea, we think it’s a departure from the OBVIOUS benefit hook. We see this all over social at the moment. It’s our Trojan horse.

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

18 days

Highly Engaging Variations - below, are a couple KILLER variations of the simple version of problem/solution hook above…

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

28 days

We help you look from a bird’s-eye view at your processes, and fix bottlenecks systematically to reduce friction and drive sales.

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

27 days

These hooks will garner anywhere from a 2%-10% range, all for the same ad.

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

25 days

This one is superior because instead of honing in on an assumed intention-driving concern (cost), it focuses on concerns that this segment would likely resonate with more.

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

18 days

Nightmare hooks: My $4,000 extension nightmare is over... now I use these... Why this works: You’re throwing our a bombastic, eye catching statement, then providing a solution.

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

18 days

Problem/Solution Hooks — keep reading for highly engaging variations… Pose a question, give an immediate answer. “Tired of PROBLEM? SOLVE WITH PRODUCT or TRY THIS INSTEAD…” “Always feeling bloated and don’t know what to do about it? Try this…”

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

23 days

These ads may work for them, but if you don’t have the organic following that they have, you’ll most likely need to do something entirely different.

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

27 days

First off, the hook is the most powerful aspect of any creative. We write 40 hooks and run them through a link click or what we call internally, an “engagement” campaign. $5 per ad.

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

27 days

It’s not just hooks either. We do this with our ad-creatives and video content as well. That way we get straight to the high-performers without experimenting with big budgets.

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

24 days

BEAUTY BRANDS! I can almost guarantee you are under-valuing the importance of your hooks. We see wildly different results in CPA based on nothing more than changing the hook.

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

14 days

META’s advertising algorithm has changed. It’s no longer taking input data into account… META’s data is now completely modeled. It’s not enough to just have quality ads anymore.

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

29 days

There are so many metrics you can zero-in on: - CTR - Hook Rate - Hold Rate - Impressions But end of the day, what we focus on above all others is Conversions. That’s the king metric for us.

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

23 days

For example, beauty products have TONS of UGC content produced daily.

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

17 days

One thing that bothers me about ad-agencies is how long clients have to wait for results. “You’ll know if it’s working in 2 or 3 months”. Brother. Our process produces results in 3 weeks. We’ll know whats working/not working right away.

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

27 days

That’s all you need to get an estimated link click through rate which will help you determin what ads will be winners in your conversion campaign.

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

25 days

@_gardenofwords_ @qmbigbeat @QuasarMarkets @vthemarketer @morganjingram @twcompanies @WesleyBancroft @LatticeworkInv @farshadsarrafi LEVEL up your business. Follow for tips on how to grow your Shopify store via paid ads, offers, and landing pages.

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

1 month

Hot take: The agency & the ad buyer are dead. In 2024, you need CMO level strategists who have worked in your vertical that understand how each marketing channel works in tandem with other channels to scale brands. Is your email strategy the best it could be?

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

13 days

Most people don’t know this… but my business partner and I are both previous CMO’s… Would you rather have an ad-buyer throwing darts at the wall? Or a CMO implimenting a proven growth strategy? We play chess. Every move we make is productive and methodical.

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

3 years

@bradj_TX @DonHuffines He has my vote 😂😂

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

2 years

@EthereumAustin @eth_austin @DystopiaLabs Just applied! Very excited about this!

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

1 month

When working with beauty brands, we love to push quick wins. Because… Why wouldn’t you want quick wins?

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

25 days

Tired of Your Ad Agency NOT taking initiative? Here are 3 questions you should ask when interviewing new agencies. 1. Do they have a testing structure that's more than 2-3 steps? Anyone can make or set up ads. The framework the agency uses to scale MATTERS.

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

25 days

Struggling to scale your META ads? Try cost caps. We're easily 2-3xing the amount of conversions in our accounts right now using cost caps. Keep reading to find out how to use cost caps.

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

14 days

You get dinged for low a conversion rate, a high bounce rate, or even terminology on your product page that META percieves as medical even if you’re not selling a medical product. You have to think holistically about your overall approach with advertising.

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

1 month

Money loves speed afterall. By starting with the low-hanging fruit (Meta or Google ads, offers, landing pages, etc.), we create capital that can be invested in other more stable areas of their business (SEO, CRO, Email, etc.).

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

1 month

Take those patterns, templatize, and then run them with your specific offer or product.

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

30 days

The #1 mistake I see Shopify brand owners make is thinking their brand is just their colors and messaging. Really, it's the stories your customers tell about you. What does your customer service look like? When was the last time you went out of your way for a customer?

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

3 years

@brooklynbeckham Welcome to the club! 😁

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

2 years

1. The best way to scale shopping is to make sure you have a good shopping feed. How do you do that?

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

20 days

If your offer is straightforward, an image is likely perfect. If it takes seeing it in action to understand, opt for video. Annnnnnd don’t forget: the hook is going to make or break the ad.

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

26 days

We look big picture at the funnels, flows, products, ICP, and competitors. From there, we can see where the highest-leverage moves are for the brand. That way we can fix the most problematic bottlenecks one by one until everything is working synergistically for our clients.

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

25 days

Wholistic thinking is essential. You and your ad buyer need to think through offers, landing pages, copy, inventory, etc. They are after all, one of the most important pieces of your business.

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Andrew DiLullo | I Grow Shopify Brands

@andrewdilullo

8 years

@chudacolyte gotchuu

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