THE HOLIDAY SESSIONS VOLUME 2 - PAID SOCIAL
Thirty minutes on how much creative your Q4 actually needs, where Meta is quietly spending your budget, and the date to stop changing your account. With Jeremy Schulkin, SVP Services at Hawke Media. Thursday, September 10, 10:00am PT.
In one Hawke-managed account, Advantage+ put 1.9% of a $5,145 budget into the placement that account had historically performed best on. It put seven times more into Facebook Reels and Audience Network combined.
The automation was not broken. It was exploring, and the brand was funding the exploration.
That is one of three live screenshots Jeremy is walking through on September 10, alongside the arithmetic that decides how much creative you need before Black Friday and the date after which changing your account costs more than it returns.
What Jeremy Covers
Creative is doing the targeting now. Meta rebuilt its retrieval stage to choose from tens of millions of ads. Broad targeting did not remove the segmentation lever. It moved it into your creative, which changes what your budget actually buys.
One ad in twenty earns its spend. Across 578,750 creatives, hit rate runs about 4% under $10,000 a month and about 8% above $1 million. It never rises enough to change the plan. What changes the plan is shot count.
The throughput your plan has to hit. Work backwards from how many proven ads you want live at peak, and you get a weekly concept target. Most teams are three to five times under it and have never done the math.
Take back the controls Meta took. Live screenshots of the placement report, the Related Media panel that adds seven assets you never briefed, and the enhancement toggles that edit your creative after your brand approved it. All of them default to on. All of them come back on after a new build.
The calendar, and the freeze date. Five phases from September 1 to February 15, and why October 26 is the day you stop building and start rotating.
Bring One Number
Jeremy opens with a poll, and the room is more useful when people can answer it honestly.
How many net-new concepts did you ship last week? Concepts, not ads. Not cutdowns, not a new hook on the same script. He defines the difference precisely about eight minutes in, and most rooms land on zero or one.
If you want to go further, pull your last ninety days from Meta and count how many ads reached ten times your median ad spend. That ratio is your hit rate, and it sets everything else.
Who This Is For
Ecommerce founders, growth leads, and paid social managers running Meta through Q4, who would rather set the plan in September than argue about it in November. Under $50,000 a month is welcome. Jeremy addresses that case directly. Your Host
Jeremy Schulkin is SVP Services at Hawke Media, covering paid social, Amazon, and performance creative. In his words, those are three sides of the same Q4 problem: the media plan, the creative pipeline, and the account that has to survive November.
RSVP NOW
Can't make it live? Register anyway. We will send the recording and The Taper, Volume Two, the forty-page playbook the session is drawn from.