What to launch

4 ad ideas and 4 audiences from Steve's read. 1 creative has not run yet.

Ads worth making

Steve's ideas to test, not predictions. Make one, add it under New creatives, and Steve tests it against a running ad.

The mathsImage for Meta and Google. Opens on a café receipt beside a bag of beansPrice per cup, made by comparison
Draft
The maths, drafted
Headlines
$5.50 there. 71 cents here.
$5.50 there.
71 cents here.
Text
$5.50 there. 71 cents here.
The picture
Opens on a café receipt beside a bag of beans.
A real café receipt on the left, your bag on the right, and the two prices in large type. Nothing else. It ends on the first-bag price.
Why this one
Price per cup brings your cheapest orders outside a test. This makes the same point by comparison, for people who have not thought about what they spend.
For
Meta, Google
The ad itself has to be made first. Add it under Creatives, then pick it in the campaign: the words stay filled in.
Start a campaign from this
Tuesday to FridayVideo for Meta and TikTok. Opens on a roaster door opening, with Tuesday on screenA shorter try at the Unboxing promise
Draft
Tuesday to Friday, drafted
Headlines
Roasted Tuesday. Yours by Friday.
Roasted Tuesday.
Yours by Friday.
Text
Roasted Tuesday. Yours by Friday.
The video
Opens on a roaster door opening, with Tuesday on screen.
Twelve seconds, four shots, a day named on each: roasting, bagging, a van, a doorstep. No voice. It ends on the bag being opened.
Why this one
Unboxing, first bag is the cheapest ad in New customers on Meta and costs more on TikTok. Twelve seconds is a shorter try at the same promise there.
For
Meta, TikTok
The ad itself has to be made first. Add it under Creatives, then pick it in the campaign: the words stay filled in.
Start a campaign from this
Skip itVideo for Meta. Opens on a thumb tapping Skip this week in the appSkip a week has not run on Meta
Draft
Skip it, drafted
Headlines
Going away? Skip a week.
Going away?
Skip a week.
Text
Going away? Skip a week.
The video
Opens on a thumb tapping Skip this week in the app.
Eight seconds of the actual skip button being tapped, then a suitcase closing. It ends on the line that you can cancel just as easily.
Why this one
Subscribe and skip is strong on search, where people read. That promise has not run on Meta.
For
Meta
The ad itself has to be made first. Add it under Creatives, then pick it in the campaign: the words stay filled in.
Start a campaign from this
The close-up, in motionVideo for TikTok and Meta. Opens on the tin lid lifting, very closeThe leading still, made to move
Draft
The close-up, in motion, drafted
Headlines
Three roasts. One good gift.
Three roasts.
One good gift.
Text
Three roasts. One good gift.
The video
Opens on the tin lid lifting, very close.
The lid comes off slowly and the three bags are lifted out one at a time. Ten seconds, natural sound. It ends on the last order date for the holidays.
Why this one
Gift tin close-up, a still, is ahead of the reveal video in its test. A moving version keeps what works and fits the networks that want video.
For
TikTok, Meta
The ad itself has to be made first. Add it under Creatives, then pick it in the campaign: the words stay filled in.
Start a campaign from this

Audiences and searches to try

Steve: Read from the search terms report for Search: coffee subscription over the last 28 days. The ones to exclude are the searches its Google tab marks Exclude, which spent with no orders. The first two to add brought orders at or under the campaign's cost and are not keywords yet. The rest are close to them and to what your ads already promise.

Exclude everyone who ordered in the last 30 days from Win back past buyersLeave out, on MetaShows what the campaign really adds
Draft
Audience test on Meta
Leave out
Exclude everyone who ordered in the last 30 days from Win back past buyers
Why
About nine in ten of its orders are from existing customers, so this shows what the campaign really adds.
Run it as
The campaign as it is, with this audience left out of its ad sets. Compare the next 14 days with the last 14.
Steve cannot set audiences himself yet. Set this up in Meta's own ads manager.
People similar to subscribers who have stayed three months or moreTry, on MetaSubscribers who stay are worth most
Draft
Audience test on Meta
Who
People similar to subscribers who have stayed three months or more
Why
Most subscribers stay about seven months, so people like the ones who stay are worth more than a first order shows.
Run it as
A new ad set with this audience beside the current one, the same ads, and the budget split evenly between the two. Compare after 14 days.
Steve cannot set audiences himself yet. Set this up in Meta's own ads manager.
Start a campaign from this
People searching for coffee gifts, from mid NovemberTry, on GoogleGift box is not on search yet
Draft
Audience test on Google
Who
People searching for coffee gifts, from mid November
Why
Holiday gift box does not run on search, and search is where a network's count is closest to your store's.
Run it as
A new ad set with this audience beside the current one, the same ads, and the budget split evenly between the two. Compare after 14 days.
Steve cannot set audiences himself yet. Set this up in Google's own ads manager.
Start a campaign from this
Narrow to people who watch home coffee and espresso contentNarrow, on TikTokTikTok claims more than the store sees
Draft
Audience test on TikTok
Who
Narrow to people who watch home coffee and espresso content
Why
TikTok's claimed orders are far above what the store sees, so a tighter audience is worth testing before spending more.
Run it as
A new ad set with this audience beside the current one, the same ads, and the budget split evenly between the two. Compare after 14 days.
Steve cannot set audiences himself yet. Set this up in TikTok's own ads manager.
Start a campaign from this
Search phrases: 6 to add, 4 to exclude“fresh roasted coffee delivery”, “coffee gift subscription”, “coffee beans delivered weekly”, “whole bean coffee subscription”, “skip a week coffee subscription”, “small batch coffee delivery”, not “free coffee samples”, not “how to make cold brew at home”, not “nespresso pods subscription”, not “coffee shop jobs”
Draft
Search phrases, ready to paste
Add as phrase match
"fresh roasted coffee delivery"
"coffee gift subscription"
"coffee beans delivered weekly"
"whole bean coffee subscription"
"skip a week coffee subscription"
"small batch coffee delivery"
Exclude as negative keywords
-"free coffee samples"
-"how to make cold brew at home"
-"nespresso pods subscription"
-"coffee shop jobs"
Steve cannot add or exclude keywords in a running campaign yet. Paste these into Google Ads, or start a search campaign with the new ones.
Start a campaign from this

What the ads themselves are doing

Steve: Your best ads make one concrete promise

Price per cupA price per cupAnswers whether it is worth the money$13.46 an orderNov 1 to 7
Subscribe and skipSkip a week wheneverRemoves the fear of being locked in$18.89 an orderNov 1 to 7
Unboxing, first bagRoasted Tuesday, delivered FridayFreshness made specific, stronger on Meta$34.98 an orderNov 1 to 7
Morning pourSix a.m. tastes betterA mood, and clicks are falling$37.20 an orderNov 1 to 7
Founder storyWhy the founders leftToo long before it shows the coffee$110.40 an orderNov 1 to 7
Gift tin close-upOpen it slowlyA still, ahead in its test$21.58 an orderIn its test, Oct 23 to Nov 7

Audiences and searches to try