RC Williams @thercwilliams Twitter profile

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RC Williams

@thercwilliams

2 years

The tech stack that helped us get from $30k/year to $1.5M/year: Website: @Shopify Subscriptions: @smartrr_app Email: @klaviyo Analytics: @trytriplewhale Upsells: @OrderBump Reviews: @GetOkendo Finance: @wayflyerapp Fulfillment: @ShipStation Automation: @AlloyAutomation

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RC Williams

@thercwilliams

3 months

@EYakoby Keep up the great work Eyal. I don't understand how Penn, and the US, is allowing this to happen. It's pretty incredible to watch. Any student showing any level of affinity towards a terrorist organization should be immediately expelled, investigated and potentially deported.

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RC Williams

@thercwilliams

3 years

FB campaign structure that has been crushing for us these past few weeks:

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RC Williams

@thercwilliams

3 years

Current FB ad account structure: - 2 CBO campaigns (prospecting + retargeting) - 2 ad sets per campaign - 4 creatives per ad set

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RC Williams

@thercwilliams

3 years

Whitelisting with editorial partners on FB changed the trajectory of our DTC business. It took us from a miserable 0.9x ROAS to a profitable 2.1x ROAS with 4x the spend practically overnight. Here’s what we learned.. 👇

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RC Williams

@thercwilliams

2 years

Other than coding, what’s the highest leverage skill? I say marketing

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RC Williams

@thercwilliams

11 months

Why can't Shopify just come out with an A/B testing native feature? Put it right in the theme customizer - "start an A/B test" and then you build it. Connect it to Shopify purchase data + GA web data Relatively low lift feature to build that'd make ecom world go bananas

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RC Williams

@thercwilliams

2 years

Whitelisting with editorial partners helped us decrease our CPA by over 30% and increase our spend by 4x on a $50 AOV. This is how we did it:

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RC Williams

@thercwilliams

2 years

I still believe it’s 100% possible to run a successful $5-10M DTC brand with just paid social & email

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RC Williams

@thercwilliams

2 years

$5,000,000 in revenue/year = $416,000/month = $13,800/day = $577/hour -> 11 Shopify orders/hour ($50 AOV)

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RC Williams

@thercwilliams

2 years

Facebook account build we’ve been running the past ~4 months with the most success since iOS14:

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RC Williams

@thercwilliams

1 year

Thanks to FB overspending this AM, I now know what it feels like to be a VC-backed DTC brand acquiring customers against a 36-month LTV and 0.02x ROAS

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RC Williams

@thercwilliams

2 years

Common trends across our top performing Facebook ads:

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RC Williams

@thercwilliams

2 years

We’ve 3x our FB spend so far this year and have never run a single video. 100% statics. Anyone else ripping all statics with success?

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RC Williams

@thercwilliams

2 years

I believe creative fatigue is 95% a lie. Good ads that are wide-appealing & well thought-out don't fatigue in days or weeks. If you think bad performance after a few weeks is creative fatigue - it's probably not. You just have bad ads. Genuinely *good* ads are durable

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RC Williams

@thercwilliams

11 months

Meta gave us $30K ad credit to A/B/C test the following this month: Cell A: • ASC with no restrictions, purchase objective ($10K) Cell B: • ASC with no restrictions, purchase objective ($7K) • Manual "mid-funnel" campaign using 5 & 10% Pur LALs, purchase objective ($3K)

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RC Williams

@thercwilliams

3 years

I like @social_savannah 's testing structure. Test creative on a 1-2x AOV budget. If you don't get any purchases within that budget, it's probably not a winner. I've been using this for ~2 months and the winning creative it provides typically works just as well on higher spends.

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RC Williams

@thercwilliams

1 year

Meta recommends that I increase my daily budget on this ad set from $500/day to $149,000/day to maximize my results with my current bid cap. Should i take the advice?

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RC Williams

@thercwilliams

11 months

Based on 1,250+ DTC brand tech stacks submitted to 1-800-D2C, these are 7 of the fastest growing eCom SaaS tools:

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RC Williams

@thercwilliams

2 years

Hill I will die on: The content on your landing page matters 10x more than the design of the landing page or any cute CRO tactic

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RC Williams

@thercwilliams

2 years

In the end, DTC brands are just marketing machines that happen to sell physical products

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RC Williams

@thercwilliams

2 years

When you step out of the DTC Twitter echo chamber, you realize two things: 1. There is so much opportunity out there to win 2. So many brands and people are crushing in DTC that you have never heard of on Twitter

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RC Williams

@thercwilliams

1 year

@petergyang This “86% athlete admittance rate” is incredibly misleading. I’m sure it helped with clicks though!

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RC Williams

@thercwilliams

3 months

We are now slowing rolling out a new agency directory on 1-800-D2C. This will help us highlight both the tech stacks and the service stacks behind the best brands in D2C. Our agency platform will be the same as brands and tools: a directory of the best, not a directory of all.

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RC Williams

@thercwilliams

7 months

What's up with all of these DTC events, dinners, retreats and such? When do people actually work on their brands?

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RC Williams

@thercwilliams

2 years

I've never understood how Apple's privacy policies impact FB, Snap, TikTok, etc. differently? Why is FB the only one that seems to be dealing with the ramifications and Snap/Pinterest say it doesn't impact their platforms? Or is FB the only one publicly owning the problem?

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RC Williams

@thercwilliams

11 months

DTC has finally reached peak sticky note:

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RC Williams

@thercwilliams

9 months

@BarstoolPhilly 10 bro. The boys ain’t folding at home

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RC Williams

@thercwilliams

10 months

@cwardkitchen @Braves 🤣🤣 my little league stadium had a better atmosphere than that buddy

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RC Williams

@thercwilliams

11 months

Athletic Greens could easily be one of the strongest DTC brands ever. For sure in health and wellness. Every supplement brand either wants to be like them or rip them off somehow. All of them look to AG for inspiration for something, no doubt. There has to be hundreds of

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RC Williams

@thercwilliams

2 years

AG proving that you can build a massive $200M rev biz against just one killer offer. Lots of nuances of course... and I'm sure insane testing to arrive to this exact one, but the use of offers like this is so underrated

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RC Williams

@thercwilliams

2 years

I envy the growth marketers who aren’t on Twitter and are very quietly scaling FB with as much success as they had 5 years ago.

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RC Williams

@thercwilliams

3 years

We've directed over 80% of ad spend to whitelisting editorial partners. We've seen crazy efficiencies: • 35% decrease in CPA • 30%+ increase in ROAS • Over 3% CTRs & CPCs < $0.30s But the real benefit is being able to story tell & entertain customers, not hard-sell up front.

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RC Williams

@thercwilliams

2 years

What are the best upcoming (in-person) conferences in the DTC & growth marketing world?

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RC Williams

@thercwilliams

2 years

Recently transitioned our FB account to be 100% on cost caps & CBO. No more "testing" or "scaling" campaigns - it's all one now. Our account efficiency has increased ~15% but volume has dropped ~10%.

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RC Williams

@thercwilliams

3 years

It still blows my mind how @Shopify is so against CBD. Can't make use of Shop Pay, Shop or anything. I can sell my products in Whole Foods, CVS, Wegmans, etc. but can't use the full features of Shopify? @harleyf let's partner up and fix this.

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RC Williams

@thercwilliams

4 months

We are about to launch hundreds (soon thousands) of app/tool comparisons on . While they'll start out scrappy, we think they'll become a main feature for our users as our database, taxonomy and functionality improves. We are an objective source of

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RC Williams

@thercwilliams

2 years

It costs $100 to reach 10,000 people ($10 CPM). 3 purchases. Profitable. CPMs go up to $15. Now it costs $150 to reach the same 10,000 people. Same 3 purchases. Same audience. Not profitable. How do CPMs not matter?

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RC Williams

@thercwilliams

2 years

FB/IG shops might help “fix” IOS14 but feel anti-DTC. What’s the point of having an incredible site (& brand) experience if customers buy on FB/IG? DTC is the lifeblood of FB, but FB trying to own the purchase experience seems wrong and unsupported by DTC. What am I missing?

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RC Williams

@thercwilliams

2 years

FB retargeting 30D site visitors on 1x CPA cost cap: Ripping

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RC Williams

@thercwilliams

2 years

Our FB account is now 100% on cost caps. Had previously been dishing ~15% of budgets into a lowest cost campaign. But underperforming CC by a wide margin. What is the argument against doing this?

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RC Williams

@thercwilliams

2 years

I think the best media buyers just operate at a different level of intensity. Not smarter. No crazy insights. No hacks. Just work their accounts at a different intensity. That’s why they and their brand are winners. Intensity level = result level

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RC Williams

@thercwilliams

2 years

If you’re <$50M revenue, do you really need to be looking for other channels than FB and Google? I think not..

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RC Williams

@thercwilliams

2 years

Something I consider a lot: You’re always just 1 killer ad away from changing the trajectory of your business.

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RC Williams

@thercwilliams

2 years

October has been by far our worst month on Facebook of the past 12+ months.. CPAs up 30%... CVRs almost halved... NC-ROAS no where to be found.. It is no bueno out there!

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RC Williams

@thercwilliams

3 years

Editorial whitelisting has taken us from an unprofitable 0.9x ROAS to a profitable 2.1x ROAS in <3 months with *4x* the spend. We've seen CPAs decrease by 35%, ROAS increase over 100% and our LTVs increase across the board. If you're not whitelisting yet, it's time to start.

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RC Williams

@thercwilliams

3 years

I'm building a performance publisher with @codyplof to give DTC brands: • Easy access to a whitelisting partner • Better pricing & accessibility • Top of the line content creation We are launching in ~1 month and will take on 5-8 partners. If you're interested, DM me.

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RC Williams

@thercwilliams

2 years

FB has already spent 75% of our daily budget today and it's not even 9:30am. Anyone else?

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RC Williams

@thercwilliams

10 months

Spending $$ on Meta has been difficult this month. CACs up 15%, revenue off 20%... getting slapped in the face coming off a record month in September. Hoping we're just filling the sponge through platform performance fluctuations and consumer hold out vs general weakness.

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RC Williams

@thercwilliams

9 months

Apple will try to block relevant ads that I enjoy, but not this nonsense:

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RC Williams

@thercwilliams

1 year

We are seeing a lot of success running 6-7 ASC campaigns at once segmented by creative type (video/static) and/or angle. 1-3 ads max per campaign usually. Our CAC is down ~25% compared to when we were running "consolidated" ASCs that had 8+ ads. Also have been able to get spend

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RC Williams

@thercwilliams

2 years

Why don’t media buyers here share how they’re buying on FB, building their accounts, budgeting, etc. as frequently anymore? Synthesizing all of the different ways to do it is a great way to learn. Feels like now everyone’s just afraid to be called an “absolutist”

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RC Williams

@thercwilliams

2 years

So far this has been one of the most volatile months on Facebook we've ever had. Fantastic day ➡️ terrible day ➡️ average day, repeat

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RC Williams

@thercwilliams

3 years

Been on Triple Whale for <24hrs and it's easily the best SaaS product I've ever seen or used.

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RC Williams

@thercwilliams

2 years

I don’t understand the idea that “30% of your revenue should come from Klaviyo” All of those leads come from FB/IG/TT/organic.. It would make more sense if it was framed as “Klaviyo should try to claim 30% of your revenue”

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RC Williams

@thercwilliams

4 months

First will own "D2C". Second we will own "ecommerce" in due time.

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RC Williams

@thercwilliams

2 years

In the past few months Meta's in-platform reporting has gotten quite accurate for us We used to have a 35-40% reporting gap, but it's now shrunken down to ~15% Still looking at everything at the campaign / ad set level, but in-platform reporting confidence is returning...

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RC Williams

@thercwilliams

1 year

Seeing similar: - 0% existing customer caps - Multiple ASCs with lower budgets rather than 1 master - ASCs split by asset type (video/static) and audience

Rok Hladnik

@rokhladnik

1 year

The top performing ASC setup for us atm is: 1️⃣ 0% existing customer cap 2️⃣ Max 5 active ads Good luck 🤞

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RC Williams

@thercwilliams

2 years

Creative fatigue... the marketer's beloved excuse for making bad ads In 95/100 cases

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RC Williams

@thercwilliams

2 years

What's the best landing page builder? Have been hearing Replo come up a bunch recently. Can anyone testify?

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RC Williams

@thercwilliams

2 years

What a time to be behind the steering wheel in DTC. No better feeling than watching your Shopify dashboards light up after months of tenacious and challenging acquisition. The consumer persists and eCom is ripping!

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RC Williams

@thercwilliams

9 months

The custom boys from @robbfraser for @1800D2C and Rejuju are 🔥

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RC Williams

@thercwilliams

2 months

A model we are thinking about rolling out is joining all of the SaaS tool's affiliate programs and passing the revenue shares off to the brands as discounts. On average we could likely help all of our brands get 10-30% off of tools. No one in D2C does this now because they want

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RC Williams

@thercwilliams

2 years

Creative fatigue is not real. Bad ads that cannot scale are real. Example: we’ve spent 80% of our YTD paid social budget on 3 pieces of creative with great success.

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RC Williams

@thercwilliams

11 months

Someone could easily start an ecom ADA compliance agency and get it to $10-15K/month. I'd happily pay to get our site audited each quarter for compliance. Or @Shopify could just step in somehow.

Eric Bandholz

@bandholz

11 months

Well, it's finally happened. We're getting sued in NY over ADA compliance on our website. I want to fight it. Anyone recommend some good lawyers who love a good fight?

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RC Williams

@thercwilliams

10 months

Thanks Shopify for the 3D product models and an AI sidekick but i just want more customers and lower CACs

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RC Williams

@thercwilliams

2 years

Business idea: Product/service that automatically blocks you from cold emails from the FB gurus promising 50x ROAS for your business. I would pay whatever it takes

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RC Williams

@thercwilliams

1 year

@lexfridman ask him about how he thinks his AI plans will impact the entire Meta ecosystem - agencies, designers, creators, advertisers and who wins/loses

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RC Williams

@thercwilliams

11 months

Looking to chat with a few DTC founders/marketers who use either Triple Whale or Northbeam for a @1800D2C piece Use case doesn't matter. Ideally doing $10M+ in revenue and spending $1M+ on media Reach out via DMs if interested or tag them here

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RC Williams

@thercwilliams

2 years

“Retention is the new acquisition” False. Whoever now claims this is either selling you software, a service or does not understand growth in eCom.

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RC Williams

@thercwilliams

9 months

Why don’t more consumable brands try to optimize for a low first order AOV? I want to get our first order AOV as low as it possibly can get with our economics still functioning and profitable. The lower my first order AOV, the easier it is to get customers to try our products.

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RC Williams

@thercwilliams

11 months

We're now paying $499/month for a slide cart from Rebuy $6,000/year for a slide out cart is pretty wild Is Slide Cart from AppHQ the best alternative? Or should we take the one-time custom dev hit?

navuud

@navuud

1 year

We were charged $2,000 for @RebuyEngine in June... Thankfully I found some alternatives... $250 for @aftersell (Better functionality than Rebuy) $99 for Slide Cart by AppHQ $5 for EasyGift (could do for free with scripts) Good luck with that pricing model Rebuy..

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RC Williams

@thercwilliams

2 years

At what point does CRO become inconsequential and the only things that matter are your product, brand & story? My take is that if your site has basic functionality and a decent UX, CRO does not matter

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RC Williams

@thercwilliams

2 years

In 1-2 years: TikTok will have either been outright banned from the US or become entirely irrelevant after Zuck destroyed them with Reels (identical to Snapchat & stories)

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RC Williams

@thercwilliams

11 months

Recently added 2 new tools to our tech stack that I found via 1-800-D2C. #1 - Recart. The guy @AaronOrendorff can sell! We initially had no intentions of launching SMS until we got beyond $5M/year or so. Always thought we were too small for it to make a real impact and that

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RC Williams

@thercwilliams

2 years

Sometimes it’s very hard to tell whether your Facebook ads just stopped converting OR if external factors (pre-holiday, household budget cuts, etc) are driving things..

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RC Williams

@thercwilliams

6 months

I'll never understand why "Order Revenue" is not a selection on the Shopify dashboard. Instead of gross sales, which is pretty useless, why not replace with total order revenue? It'd take 10-15 mins for Shopify to do.

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RC Williams

@thercwilliams

1 year

I now assume that every eCom store that has the Spin To Win sign up does $100M+

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RC Williams

@thercwilliams

2 years

Anyone have experience running ads through a founders FB/IG page? Seems interesting and underutilized. Makes it personal, easy to build brand upfront, sell with your story. What are the downsides?

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RC Williams

@thercwilliams

2 years

On some of our best performing ads/campaigns, there's little correlation between quantitative soft metrics (i.e. CTR) & CPA. But there's always strong correlation between CPA & qualitative metrics like quality of content (advertorials), messaging alignment throughout, etc.

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RC Williams

@thercwilliams

2 years

Our current most profitable ad has a $62.04 CPM It is first purchase profitable on a ~$45 AOV CPMs do not matter

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RC Williams

@thercwilliams

2 years

Our paid performance has been abysmal this past week. CPAs showing serious fluctuations we haven't seen for months: up 50% one day, down 50% the next day. Rough waters out there.. Zooming out, sailing is smooth. But daily volatility makes decision making very hard.

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RC Williams

@thercwilliams

3 years

The three things we try to consistently do in our ad accounts: • Consolidate and simplify our structures • Maximize audience sizes • Rotate or reset creative/audiences weekly

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RC Williams

@thercwilliams

2 years

All of these “UGC” video ads I get served daily are starting to get so cringy. Everything looks so fake, scripted and unauthentic. (..but not commenting on their efficacy)

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RC Williams

@thercwilliams

5 months

Meta performance better be God Mode for the rest of March after all of this platform buffoonery

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RC Williams

@thercwilliams

2 years

Give me a 5 Reasons Why listicle and killer (and Ugly) video ad creative And I will conquer the world

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RC Williams

@thercwilliams

1 year

TikTok is just a tab on Instagram. Same thing as Snapchat just being feature on Instagram. Neither survive

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RC Williams

@thercwilliams

2 years

Cost caps have outperformed lowest cost for us over the past 2 months by about 30% Lots of variables in there, but a change that’s driven some real efficiency

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RC Williams

@thercwilliams

2 years

Manually typing out your business metrics into a spreadsheet everyday instead of glancing at a pretty dashboard is a major accountability hack. Having to manually punch in your CAC, revenue, media spend and profitability each day drills it into your mind.

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RC Williams

@thercwilliams

2 years

One of the greatest gift a founder gets: Knowing that 1,000s of people are giving and receiving their brand as a gift this morning and smiling because of it Merry Christmas 🎄

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RC Williams

@thercwilliams

2 years

In the past 2 months on Facebook, our attitude has gone from: "This is working great because our ads are doing X really well!" To: "I have no idea WTF is going on here, but it's converting!"

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RC Williams

@thercwilliams

2 years

There are way too many plain UGC creators We need more AD creators who know how to make UGC ads that can eat $250k in spend over a 6+ month lifespan If you are this, please DM me

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RC Williams

@thercwilliams

2 years

Marketers should be judged by the alpha they produce given their set of resources, not the sum of the budgets they manage.

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RC Williams

@thercwilliams

9 months

I never thought i'd see the day where Dell is running a spin-to-win pop up offer:

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RC Williams

@thercwilliams

4 months

Dudes who go to the gym to use the elliptical are too funny

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RC Williams

@thercwilliams

3 months

We are working on fully automating our profile creation and maintenance on 1-800-D2C. Right now it's all manual and quite challenging to be on-call managing/updating 450+ tool, 1500+ brand and 50+ agency profiles. Now, the new profile creation process is 90% automated other