Chris Orzechowski is the Founder of West Egg Agency, an X Ads agency that helps brands acquire new customers using X. As an email copywriter, he helps eCommerce brands grow their revenue using email automation. Chris is also the author of Make It Rain and Scale While You Sleep.

Here’s a glimpse of what you’ll learn:

• [1:44] Chris Orzechowski’s journey from a freelance copywriter to an X Ads specialist
• [7:54] How to optimize ads for X
• [10:48] Integrating X Ads with other advertising efforts
• [15:13] Top mistakes brands make when advertising on X
• [20:20] The budget for advertising on X — and how to get started
• [27:24] Chris foreshadows X’s upcoming integrations with Shopify and payments

In this episode…

Advertising on X isn’t new, yet many brands avoid it in favor of platforms like Meta and Google that produce faster results. However, these platforms are becoming increasingly saturated and competitive, making X a cost-effective and untapped alternative. How can you optimize your existing ads for X?

Brands that haven’t achieved results on X likely haven’t targeted or engaged with enough followers. X Ads trailblazer Chris Orzechowski recommends targeting brands with your ideal customer profile and creating follower look-alikes to convert their followers into your customers. This requires developing creative copy to rank for specific keywords. While you can reuse high-performing content from Meta on X, you must modify the copy to align with X’s requirements, like character limits and parameters for other creative mediums like video. 

Tune in to this week’s episode of The Digital Deep Dive as Aaron Conant invites Chris Orzechowski, the Founder of West Egg Agency, to discuss launching ad campaigns on X. Chris shares X’s upcoming integrations, the platform’s profitability, and how to structure an ad budget for X.

Resources mentioned in this episode:

• Aaron Conant on LinkedIn
• BWG Connect
• Chris Orzechowski on LinkedIn 
• West Egg Agency 
• The Email Copywriter
• Make it Rain: The Secret to Generating Massive Paydays from Your Email List by Chris Orzechowski
• Scale While You Sleep: 9 Automated Email Sequences That Can Grow Your Ecommerce Business 30% In 30 Days by Chris Orzechowski

Quotable Moments:

• "If it's a good offer and you put it in front of the right people, it doesn't really matter what platform that's on."
• "People want it to be as easy as Meta... and just switch on another platform and have it roll." 
• "Sometimes your ads will get that earned media, which is the most fun thing in the world... and they're buying."
• "If you think your customers are there, they probably are."
• "This advertising thing works. Who would have thought? Go figure. Crazy."

Action Steps:

1. Experiment with X Ads: Leverage the underutilized potential of X Ads to reach a wide audience at a lower cost. This approach addresses the challenge of high competition and costs on other platforms by tapping into a less saturated market.
2. Optimize content specifically for X: Tailor your ad copy and creative assets specifically for the X platform to increase engagement and conversion rates. This addresses the common mistake of using content designed for other platforms, which may not perform well on X due to its unique user engagement dynamics.
3. Utilize broad and diverse targeting strategies: Implement a comprehensive targeting strategy by using keywords and follower look-alikes to ensure your ads reach a broad and relevant audience. This tactic is effective in overcoming the challenge of limited reach and high costs associated with narrow targeting.
4. Leverage earned media impressions: Create ads that resemble regular posts to blend into users’ feeds and encourage organic engagement naturally. This method reduces advertising costs by generating free impressions through user interactions, addressing the constraint of limited advertising budgets.
5. Start with a manageable budget and scale up: Begin your X Ad campaigns with a modest budget to test the waters and gradually increase spending as you analyze performance. This strategy helps mitigate risks and allows brands to optimize their campaigns over time, combating the challenges of budget constraints and uncertainty about platform effectiveness.

About BWG Connect...

BWG Connect provides executive strategy and networking sessions that help brands from any industry with their overall business planning and execution. We network and knowledge share together to better understand and adapt to the newest trends, strategies, and pain points shaping growth in the digital space. BWG Connect, in conjunction with BWG Strategy, has built an exclusive network of 125,000+ senior professionals and hosts over 2,000 virtual and in-person networking events on an annual basis.

In addition, we have had 1x1 conversations with over 5,000 brands and have a real-time pulse on what digital strategies are successful and why. This in-depth knowledge allows our team to operate on the cutting-edge and provide our clients with best-in-class guidance on how to win in the digital world. We have provided free consultations and strategy sessions for companies of all sizes, from start-ups to Fortune-100, to enable growth, resolve issues and make curated service provider introductions that can impact your digital footprint.

We have held to the philosophy of providing high-level insights and actionable knowledge with no sales pitches in order to provide to our network the ability to listen, learn and act to improve themselves as well as their organizations. Our ultimate goal is to be the resource out there to help digital executives find the research they need to excel in the modern marketplace.

If you are interested in getting involved with any of our current or past events, you can find them here. If you are looking for help & would like to set up some time to chat with our team, you can schedule a time or reach out directly to Aaron@bwgconnect.com or Tiffany@bwgconnect.com.