Yan Ashrapov (yashrapov@shield-legal.com)
2024-12-09 10:19:38

@here Good morning everyone We are transitioning from Discord to Slack. Feel free to correspond here 🙏:skintone4:

🙏 deleted-U05F548NU5V
deleted-U05F548NU5V
2024-12-09 12:57:37

Hi @Caleb Peters Hope you had a great weekend. Regarding the performance last week, I see 5 e-signs for AFFF and 1 for Paraquat (the old account) - is that correct?

Paraquat • new account Logic Settings 2.0 should be ready by EoD (the allowlist is done every Monday west coast time now); • do we have more creatives for test? I see the same 4 creatives in the new account from the old account. In general, if we already know which creative performs better in the test, it is not recommended to keep 3+ same concept creative running as they actually have internal fight for traffic. AFFF • Update that we found S+ performs better with 6+ creatives, it's more than the best practices (4-6) at the beginning. If you can put more creatives in S+ scale campaign. Depo • What will be the plan for the old account? will we move it or start a new one? • Last week you mentioned that you will check whether the question list (7Q) can be shortened. Is it still relevant? Really appreciate if you can let me know the budget for your accounts this week🙏

cc @Yan Ashrapov

Caleb Peters (caleb@shield-legal.com)
2024-12-09 13:01:10

@here are we no longer doing calls?

deleted-U05F548NU5V
2024-12-09 13:01:48

*Thread Reply:* We are changing the calls to every 2 weeks

👍 Caleb Peters
Caleb Peters (caleb@shield-legal.com)
2024-12-09 13:07:35

@deleted-U05F548NU5V 5 esigns for AFFF, correct. Will be pushing up here more this week with what has been working.

Paraquat creatives are working well. I have two contracts out of those ads so far. Going to lean in this week with more of them

I have to get forms created and connect to Depo to start running again. Should be ready by tomorrow or Wed. We do have a single questions and 2question option for this, which I will be running.

AFFF budget: 10-15k/day Paraquat: 2.5k - 8k/day Depo: 1.5k/day

🙌 deleted-U05F548NU5V
deleted-U05F548NU5V
2024-12-09 13:37:57

*Thread Reply:* what are we going to do with CP - Depo Provera account?

Caleb Peters (caleb@shield-legal.com)
2024-12-09 14:00:56

*Thread Reply:* I have to start from scratch. Had to get a new account created. Planning to have up this week

deleted-U05F548NU5V
2024-12-09 14:15:18

*Thread Reply:* Thanks. Have we changed the qualifying symptom for Depo again? to brain tumor only?

Caleb Peters (caleb@shield-legal.com)
2024-12-09 14:17:21

*Thread Reply:* yes

🙏 deleted-U05F548NU5V
deleted-U05F548NU5V
2024-12-09 14:16:57

Sharing here the most updated legal policy one pager here for your reference.

Legal Service Policy One Pager.pdf
deleted-U05F548NU5V
2024-12-10 00:46:54

Hi @Caleb Peters Logic settings 2.0 is approved for new paraquat account

🙏 Caleb Peters
deleted-U05F548NU5V
2024-12-16 14:51:33

Hi @Caleb Peters action items after our weekly 🙏

  1. AFFF - wait for the criteria update.
  2. Paraquat - test new creatives; decrease the spend (pause) in the low performing creatives in the current 2 ad groups. In general, it's not recommended to run 3+ almost same creatives in one ad group for over 1 week. It's usually used as a creative test approach. The best practice: run a set of similar new creatives in 1 ad group (non S+) with low spend, after 3-5 days, pick the top performing one, and A) add to higher budget ad group, S+ or non S+ based on account performance; B) analysis the top performing creative what may be the winning element, if we should make more iterations or change some of it, then start the creative test again.
  3. Feel free to reach out once you have new ad account set.
🙏 Caleb Peters
Caleb Peters (caleb@shield-legal.com)
2025-01-06 13:06:23

CP-ShieldLegal-ButtonBattery ID: 7445232135994114049

Caleb Peters (caleb@shield-legal.com)
2025-01-06 13:14:37

CP-ShieldLegal-PFAS 7449477604635099152

Caleb Peters (caleb@shield-legal.com)
2025-01-07 12:18:14

@deleted-U05F548NU5V when was logic 2.0 becoming default? not seeing it as option in CP-ShieldLegal-ButtonBattery ID: 7445232135994114049

Caleb Peters (caleb@shield-legal.com)
2025-01-07 12:21:11

same thing with PFAS as well

deleted-U05F548NU5V
2025-01-08 02:18:05

Hi @Caleb Peters Logic setting 2.0 started to roll out automatically to all ad accounts since Jan 6th. by early next week, 50% ad accounts should have it unlocked in the account and next 50% by Jan 20th. If you need it immediately, just send me the account id and I will ask product team to manually unlock it.

Caleb Peters (caleb@shield-legal.com)
2025-01-08 07:46:07

*Thread Reply:* CP-ShieldLegal-ButtonBattery ID: 7445232135994114049

CP-ShieldLegal-PFAS 7449477604635099152

If you can please unlock in these two above. Thanks

deleted-U05F548NU5V
2025-01-09 10:20:53

*Thread Reply:* Hi @Caleb Peters apology that I just saw the thread. I have shared the request to the product team that are all at a company off-site. They will deal with it once they see the request.

🙏 Caleb Peters
deleted-U05F548NU5V
2025-01-13 01:54:42

*Thread Reply:* Hi @Caleb Peters both accounts are approved with logic setting 2.0

Caleb Peters (caleb@shield-legal.com)
2025-01-13 07:02:38

@deleted-U05F548NU5V can I please get L2.0 added to this account as well:

CP-ShieldLegal-Wildfire 7457951629170475025

deleted-U05F548NU5V
2025-01-13 08:13:10

Hi @Caleb Peters No problem for LS 2.0 I see the CPL of wildfire on TTAM in L7D is pretty good $31. Is it falling in the target range? Do you see any e-sign? If there is e-sign with reasonable cost per e-sign, I would not replace the current ad group's instant form to LS 2.0. Because LS 2.0 might significantly increase CPL. Maybe an A/B test with LS and without LS can be interesting.

Button battery's CPL also look great. if there is any e-sign, please share + I would definitely scale the campaign.

Caleb Peters (caleb@shield-legal.com)
2025-01-13 10:03:08

@deleted-U05F548NU5V no targets or e signs for wildfire stuff. Will let you know once we have a better idea there. Waiting for L2.0 on button bat, leads we were getting were spam

deleted-U05F548NU5V
2025-01-13 14:25:47

Hi @Caleb Peters Button battery has Logic setting 2.0 already

👍 Caleb Peters
Caleb Peters (caleb@shield-legal.com)
2025-01-14 09:46:59

@deleted-U05F548NU5V can you please get this ad group approved in PFAS 1821237110459489

👍 deleted-U05F548NU5V
deleted-U05G9BHC4GY
2025-01-27 14:16:14

@deleted-U05G9BHC4GY has joined the conversation

deleted-U05F548NU5V
2025-01-29 05:53:09

Hi @Caleb Peters Wildfire ad group 1821962310162434, ad rejection is released. But I see that the ad group is paused and an ad group 1821512270383121 with same creatives is running with partially rejection.

Caleb Peters (caleb@shield-legal.com)
2025-01-29 07:55:49

@deleted-U05F548NU5V Thank you. Yes, I mentioned I duplicated it when the initial rejection happened to try and bypass

Caleb Peters (caleb@shield-legal.com)
2025-02-01 18:59:17

@deleted-U05F548NU5V @deleted-U05G9BHC4GY getting rejections again on the ad group that was recently released: 1821962310162434

Can we please get this approved again? Let me know if there is something else I can do on my end to bypass as well. Thanks

deleted-U05F548NU5V
2025-02-02 02:19:53

*Thread Reply:* working on it.

deleted-U05F548NU5V
2025-02-10 13:06:50

@Caleb Peters Hi caleb, are you joining the weekly?

Caleb Peters (caleb@shield-legal.com)
2025-02-10 13:06:59

Yes, waiting to be let in right now

Caleb Peters (caleb@shield-legal.com)
2025-02-10 13:07:11

@deleted-U05F548NU5V

deleted-U05F548NU5V
2025-02-10 13:56:09

Hi @Caleb Peters Summary of the weekly: AFFF - current creatives have high CVR, try to leave them running for longer period so the algorithm can work; at the same time, waiting for TTOne creatives: Paraquat - I see ad fatigue with the current creatives, wait for TTOne creatives; PFAS - use more creatives in ad group, 3 is minimum for non S+ campaign. at the same time, @deleted-U05G9BHC4GY is working on the creative rejection of old PFAS creatives. we shall update you soon.

Thanks.

👍 Caleb Peters
deleted-U05F548NU5V
2025-02-11 01:52:54

Hi @Caleb Peters the pfas ad rejection is released. You can use the old creatives now

👍 Caleb Peters
deleted-U05F548NU5V
2025-02-12 03:47:03

Hi @Caleb Peters @Yan Ashrapov The current AFFF creatives perform really well. Can we have the creative team to have some minor iterations on it to extend the shelf life for next week? Plus, do you see any e-sign this week?

deleted-U05F548NU5V
2025-02-12 03:48:09

I would pause the lowest performing iteration to even lower the CPA more.

20250212-114647.jpeg
deleted-U05F548NU5V
2025-02-24 14:27:15

Hi @Caleb Peters Summary of our weekly: AFFF - improve leads quality, use 2Q or 3Q form with Qualifying question or Logic settings 2.0. try split test between longer form and Single question form. (first make the 2 ad groups, then split test - multi variable) Paraquat - consolidate budget into 1 ad group to get sufficient system learning; Wildfire - empty the TTOne creative slots. run a S+ creative with $20 budget, add all the non spend TTOne creatives there. Thanks 🙏

deleted-U05F548NU5V
2025-03-10 15:41:37

Hi @Caleb Peters At our weekly, I didn't ask why you have set the question "comment" in the instant form (Paraquat). Leads have to comment something in order to move on, and it may increase the bounce rate, which leads to high CPA.

See the bounce rates comparison between your paraquat and AFFF account L30D Paraquat over 42% AFFF mostly under 38%

image.png
image.png
deleted-U05F548NU5V
2025-03-10 15:44:00

At the same time, regarding Paraquat, pls consider utilizing Smart+ and Logic setting instead of the current manual campaign. We see performance in other account with the strategy, because Smart+ tends to capture more relevant audience (male 45+).

👍 Caleb Peters
deleted-U05F548NU5V
2025-03-24 14:29:30

Hi @Caleb Peters Summary of the weekly:

  1. pls update if NScup will test CRM event postback;
  2. I have submitted Audience suggestion (age selection) for S+ in MI YRTC account, will update you once it's approved. Thanks
👍 Caleb Peters
deleted-U05F548NU5V
2025-03-27 04:58:39

Hi @Caleb Peters S+ audience suggestion for YRTC account is on🙏

image.png
deleted-U05F548NU5V
2025-04-14 15:34:49

Hi @Caleb Peters To summarize of our weekly:

  1. AFFF - test Question card with 2+ questions, pls find the illustration I sent in the other slack group with all media buyers.
  2. Noodle soup cup - pls let me know when it would be launched.
👍 Caleb Peters
deleted-U05F548NU5V
2025-04-28 13:06:45

Hi @Caleb Peters are you joining?

deleted-U05F548NU5V
2025-04-28 13:18:03

Regarding the noodle soup cup campaign, suggestion for S+ campaign: because we have only 3 creatives, while the best practices is 6+ creatives to start with, please add additional 1-2 ad texts in the campaign to enrich the creative combo, it will help with the ad delivery and performance.

image.png
deleted-U05F548NU5V
2025-04-28 13:20:48

Another suggestion regarding the question list because I see lots of leads disqualified because they don't have the medical document to prove that they were burnt, shall we try adding a question such as "have you been to the ER or clinic because of the burn?"

Caleb Peters (caleb@shield-legal.com)
2025-04-28 14:11:31

@deleted-U05F548NU5V @Yan Ashrapov apologies I missed the call, was stuck in a dr. appointment.

@deleted-U05F548NU5V noted on above. I will be adding more creatives. Thanks

🙏 deleted-U05F548NU5V
deleted-U05F548NU5V
2025-05-27 11:01:55

Hi @Caleb Peters Following our call, sharing here the DFO campaign set up guide. 1 campaign - 2 ad groups - 4 or 5 same creatives, same targeting, same $1,000 budget, max delivery. turn off Search toggle. Keep the campaign on 10-14 days based on the CRM conversions we will collect.

I am checking with product team regarding the contamination concerns and will get back to you asap. Thanks.

DFO CRM Signal Testing Implementation Guide.pdf
deleted-U05F548NU5V
2025-05-27 11:03:17

and once you finish the setup, please don't go live, send me the campaign ID for the product QA 🙏

👍 Caleb Peters
deleted-U05F548NU5V
2025-06-02 12:56:56

Hi @channel 10 min delay to start the meeting as we have a siren in Tel Aviv

deleted-U05F548NU5V
2025-06-30 13:31:30

Hi @Caleb Peters Summary of our meeting regarding resuming PFAS account:

  1. pre-approve creatives with @Yan Ashrapov
  2. test S+, 6 minimum creatives, mix TTOne and top performing on other channel. I will keep you posted regarding audience suggestion allowlist.
  3. rejections can happen even the creatives are pre-approved due to review system learning, it will be fixed automatically after a while. Thanks.
deleted-U05F548NU5V
2025-07-01 01:59:31

Hi @channel PFAS is approved for S+ audience suggestion.

👍 Caleb Peters
deleted-U05F548NU5V
2025-07-03 02:16:54

Hi @Yan Ashrapov

About PFAS, did we find any way to fix the organization name from "Shield Law" to "Shield Justice" in TTOne creatives? I see lots of great creatives there.

Thanks.

Yan Ashrapov (yashrapov@shield-legal.com)
2025-07-03 02:48:19

@deleted-U05F548NU5V fixing the brief and already created content on TTone isn’t possible. Unfortunately, you can’t change that part of the brief and also you can’t change existing creatives. We can open a new brief with the relevant name, but only if we will see some traction in terms of results now. Which we should..

🙏 deleted-U05F548NU5V
Yan Ashrapov (yashrapov@shield-legal.com)
2025-07-07 13:09:19

@deleted-U05F548NU5V @Caleb Peters

deleted-U05F548NU5V
2025-07-07 13:28:26

Hi @Caleb Peters You can scale S+ every 48hrs (or 25 conversions) around 30% both in target and creative amounts. Suggest to scale the current campaign to $2k with 2 new creatives.

👍 Caleb Peters
deleted-U05F548NU5V
2025-07-07 14:36:17

Hi @Caleb Peters About Monday meetings, is it possible for you to have it at 8:30am? Thanks

Caleb Peters (caleb@shield-legal.com)
2025-07-07 16:59:55

*Thread Reply:* @deleted-U05F548NU5V I can only do 9am or our regular 11am slot.

deleted-U05F548NU5V
2025-07-09 13:58:15

*Thread Reply:* Hi @Caleb Peters so I will keep the current timeslot.

deleted-U05F548NU5V
2025-07-10 11:09:38

Hi @Caleb Peters just to align: let's keep the current S+ running. creative test: manual campaign, 3-5 creatives/ad group, $100 daily budget.

Thanks.

👍 Caleb Peters
Yan Ashrapov (yashrapov@shield-legal.com)
2025-07-10 13:10:53

@Caleb Peters @deleted-U05F548NU5V We should have additional TT1 creatives for PFAS as well as soon as the weekend/start of next week

👍 deleted-U05F548NU5V
deleted-U05F548NU5V
2025-07-14 13:59:08

Hi @Caleb Peters Summary of our weekly: PFAS - give S+ another 3 -4 days to run, if e-sign rate is still low, stop and start a new one with top creatives + new creatives from the test ad group. Try blended creative strategy (inhouse military + TTOne civilian) once TTOne creatives come in.

Yan Ashrapov (yashrapov@shield-legal.com)
2025-07-14 14:12:09

@deleted-U05F548NU5V @deleted-U05G9BHC4GY Please advise regarding using Spark with TT1. Thank you

deleted-U05F548NU5V
2025-07-14 14:20:57

PFAS Script @Yan Ashrapov Okay wait I just found out that if you've ever drink tap water, you might be eligible for compensation. it's because of pfas, which is a chemical that's being found in drinking water all over the country, and it can cause all sorts of health issues. A lawsuit happening ton of people qualify without even realizing, it takes like two seconds to check, and it's totally free. I'm gonna leave the link here if you wanna see if you're eligible.

👍:skin_tone_4: Yan Ashrapov
Yan Ashrapov (yashrapov@shield-legal.com)
2025-07-21 13:12:14

Okay wait I just found out that if you've lived on or near certain Military bases and ever drink tap water there, you might be eligible for compensation. it's because of pfas, which is a chemical that's being found in drinking water all over the country, and it can cause all sorts of health issues, including many types of cancer A lawsuit is active and tons of people may qualify without even realizing, it takes like a few minutes to submit your information, and it's a totally free evlauation I'm gonna leave the link here if you wanna see if you're eligible.

Yan Ashrapov (yashrapov@shield-legal.com)
2025-07-21 13:12:28

@deleted-U05F548NU5V @Caleb Peters

deleted-U05F548NU5V
2025-07-21 13:32:07

Hi @Caleb Peters Recap of the weekly, let's set up a new S+ campaign for PFAS. $3k budget, with the system recommended top performing creatives + new creatives, 8-10 creative total. Pls also set dayparting for the S+ campaign and let the system understand that the campaign will be paused before the weekend, so it can can better allocate the budget. Thanks

deleted-U05F548NU5V
2025-07-24 11:06:55

Hi @Caleb Peters how are you? are you joining the quick sync on zoom? thanks

Caleb Peters (caleb@shield-legal.com)
2025-07-24 11:56:38

*Thread Reply:* apologies, I have a medical situation with a family member I am having to assist with this morning.

👍 deleted-U05F548NU5V
deleted-U05F548NU5V
2025-08-14 11:02:34

Hi @Caleb Peters 5 min late

👍 Caleb Peters
Yan Ashrapov (yashrapov@shield-legal.com)
2025-08-21 10:36:28

@channel Hey everybody Won't be joining the call today. As for PFAS, we are still waiting for our updated TT1 briefs to be approved as they were rejected twice. @deleted-U05G9BHC4GY please update regarding the sync with Daniel (Policy rep). The new script should be: Okay wait I just found out that if you've lived on or near certain Military bases and ever drink tap water there, you might be eligible for compensation. it's because of pfas, which is a chemical that's being found in drinking water all over the country, and it can cause all sorts of health issues, including many types of cancer A lawsuit is active and tons of people may qualify without even realizing, it takes like a few minutes to submit your information, and it's a totally free evlauation I'm gonna leave the link here if you wanna see if you're eligible. @Caleb Peters let me know if we need anything else after the call. Thank you!

👍 Caleb Peters
deleted-U05F548NU5V
2025-08-21 11:03:35

Hi @Caleb Peters are you joining?