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How Does Your Landing Page Affect Your Campaigns Performance?

DimNiko | Landing Page

Have you ever considered how much your landing page affects your campaign’s performance?

Landing pages are those sites that the customers are redirected to when they click in your ad. And they must represent your brand or business as well as your product or service. 

Most advertising platforms will take into consideration the relevance and quality of your landing page and this will directly impact your ads performance.

For example, Google Adwords uses the Quality Score in order to assess the quality or level of the different points involved in your marketing campaign.

It is well known that the landing page is a very important part of the calculation in the Quality Score.

And what do you need to look for in order to rank high on the landing page Quality Score?

  • -Relevance, interesting and useful content where the main keywords used in your Google campaigns are widely present.
  • Easy to navigate both on pc or mobile.
  • Promoting transparency about your business and product/service.
  • Optimize the speed across the site, with fast loading times.

The information above mentioned can be found in more detail on the policy page of Google Adwords.

However, do other advertising platforms also give your landing page a similar score?

The short answer is, yes.

For example, on Facebook Ads, there’s a different metric called Facebook Ads Relevance and it has three main components:

Quality Ranking, Engagement Rate Ranking and Conversion Rate Ranking.

The main difference with Google’s Quality Score when it comes to the landing page ranking is that Facebook does not rely on keywords when it comes to targeting but in audiences.

Therefore, Facebook bases their scores on the engagement and interactions from the users in order to decide if your ad is relevant.

And with the help of the Facebook pixel installed on your site, it will also take into consideration the engagement and conversion rate on your website or landing page.

Read More: How Creating Blog Posts About Your Product Can Boost The Performance!

How to Optimize Your Landing Page to Be Relevant and High Quality

Speed!

Speed nowadays is everything, most users will lose interest in your brand or product if they need to wait just about a few seconds in order to fully load your landing page or website. 

Any landing page that takes over 3 seconds to load will lose as much as 50% of the users that were potentially customers. That is how important speed is.

Quality content

While having a landing page that is easy to navigate and that leads the users into converting, it is important to mention that the content that we present to those users is extremely important.

We don’t want to drive traffic into a very basic landing page, without information or content that only focuses on getting them to convert. 

If a user clicks on your ad it is because they are interested in your product and/or brand. Work on the content that you are providing those users and make sure that it properly represents your brand.

Design

It is extremely important to update landing pages into the most updated design in order to keep up with the trends. 

We don’t want to drive traffic into a landing page that looks old or that it has not been updated in ages. 

Most importantly, use a design that talks to your user persona. Think who is your ideal customer and adjust the landing page in a way that it speaks to them.

Simplicity

Nobody wants to spend time scrolling through a landing page that is too complicated or that it has too much information on it.

The same that most customers will leave if your page is not loading within the first few seconds, they will do the same if they cannot navigate easily though it and they cannot find the information that they are looking for.

Make it simple and user friendly and you’ll see your conversions improve.

These are just some of the main important things to keep in mind when optimizing or creating your landing page.

If you are just interested to know more about this topic or us, to find out if we are the right fit for you and if you are spending over $500 a day and you want to scale your brand.

Book a call below:

https://dimniko.com/msp-apply

Until next time 😉

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Secret is Out – Replicate Our Best Performing IDs/Dynamics Campaign Structure

DimNiko | Post ID vs Dynamic Creative

Should I use one or many creatives / IDs or Dynamic in my campaigns?

We hear these two questions over and over again. With old and with new media buyers. What we found out is that both strategies will work.If you have a great product, that your targeted audience wants. And if you optimize campaigns correctly, when you get enough data.

Our recent tests showed that maybe at this point fewer is better than more – on cold traffic, more is better than a few – on retargeting, and IDs work better on short term, and Dynamics better on long term.

Let me explain a little more of our recent testing.

Example 1: Reorganizing a Current Client

We have this client’s account, where we mostly run dynamics on cold and retargeting for the past half of the year.

Budget was around 10k per day on average. We tested new always with $100 or $200, and after a few days and few tweaks performance was optimized. These campaigns performed well for 2-3 months if optimized correctly every day.

Here I mean downscaling and upscaling budget, and turning off and on ad sets + ads based on the last 3-7 days performance.

Structure on retargeting was almost the same as on cold traffic, and each ad set had around 10 images and 3 ad copies.

Then a few months back, we had to change all creatives very fast, and because we had more than 50 campaigns, we decided we were gonna do it with IDs.

We created around 10 different IDs (pics/vids, carousels, collections), and then duplicated all dynamic campaigns, deleted ads in them, and switched dynamics off on ad set level. Then we duplicated new IDs into these empty new campaigns one by one.

We finished the process in 2 days, but if we would go via dynamics, we would need the whole week as we would also need to create ad sets from scratch because of the audiences.

We decided that we are gonna try all campaigns with IDs for a week, to see if they can compete with our previous dynamic campaigns.

To our big surprise, after 5 days when new IDs got enough engagement, we optimized the campaigns heavily and results were great.

We put 1-2 IDs in different combinations on cold traffic, and 3-5 together in retargeting campaigns.

Now after 2 months these campaigns are still working well and they are bringing pretty much the same results as before.

Example 2: Setting Up a New Client

Our new client when he came to us, had only 2 proven IDs that performed well in the past.

He didn’t have any good video creatives, all he had was a bunch of product pics that were not tested. So we selected the best ones and put everything in dynamics on cold and retargeting.

We thought we were gonna make it work but somehow dynamics never worked here.

After one month of testing we gave up, and went testing just IDs. Results were better but still not where we want them to be.

So in month 2 we decided to push only the 2 IDs they performed the best in our dynamic tests, and use dynamic campaigns just on our retargeting.

Strategy became our winning one and we used the same approach in one other account.

Results were great again. So at this point, we like to push a small number of IDs on the front end, and a lot of creatives in dynamics on the backend.

You can also do with lots of IDs on retargeting, but then I would suggest to change copy based on the 3-90d segments.

We also exclude all page viewers, buyers and social media engagers on cold traffic, so we target just fresh visitors. And that is a very simple structure you can replicate and try out!

1 or 2 IDs on cold, 5-10 IDs or Dynamics on retargeting.

If you want us to run your campaigns for the best ROAS, book a call with as here 
==> https://dimniko.com/msp-apply

Let’s see if we’re the right fit.

Let us know what works best for you at this point.

Sharing is caring 🙂

Have a wonderful day,

Matej 

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Best Practices When Ads Manager Is Recording The Wrong Data.

DimNiko | Inaccurate Data in Ads Manager


Have you ever jumped into Ads Manager and got a shock when the total number of purchases that you received during the day was the most you have ever had in a single day?

And have you ever seen Shopify sales at a high but Ads Manager reporting conversions at a low? Maybe the Add to Cart event is not showing data in Ads Manager, maybe the ROAS, and even worse – purchases.

I’ve been in this back and forth struggle with a client who unfortunately had many pixel errors. First the pixel kept over recording the purchase events, then under recording. Ads Manager doesn’t record the purchase Conversion Value and I cannot see the ROAS.

You might be wondering HOW DO YOU OPTIMISE !?!?

Let me share a few tips with you that I have learned throughout this ongoing struggle, and what you can do if this problem happens to you – we all experience pixel problems at some point.

Top of Funnel Campaigns

Firstly for prospecting campaigns. The key with your prospecting campaigns (cold traffic) is to keep your targeting as broad as possible. Since we cannot accurately track data, it is a great time to put broad audiences to the test and let Facebook find your customers for you.

When you have specific interests that you want to test – keep this testing for later and take your best known interests from past data (when you could still analyze the numbers accurately)   and put them all in one consolidated audience in one ad set. Therefore you must create a stack of your best interests, in one ad set only. Remember, there is no real point splitting these interests in different ad sets as you might turn off the one that shows the least purchases, however its recording the wrong data and it might in fact be a good ad set.

Read More: How to Successfully Build a Facebook Ad Funnel for an Ecommerce Store

Middle of Funnel Campaigns

We then move over to the Middle of the Funnel, where we target the people who have engaged and interacted with our ads and social pages. Generally a nice split is ideal between audiences such as your video viewers, Facebook engagers and Instagram Eengagers. However, because we are experiencing the wrong tracking of data, this is what you need to do.

If you have good engagement on your Instagram page, Facebook page and your ads, it is the best idea to consolidate these engagement audiences into one Middle of Funnel campaign in one ad set. This will bring you consistently good results and is easier to manage and it makes sure you cover all the engaged audiences while you see the incorrect data in Ads Manager. 

If you know that your Facebook page for example brings poor quality engagement, you can always opt for Instagram engagers only with or without video viewers – just to be more safe.

Read More: Case study: Segmenting Facebook Engagers for Middle of Funnel Campaigns.

Bottom of Funnel Campaigns

Retargeting – this one is important!

Retargeting is where we hope the magic happens as we sometimes struggle to convert on cold traffic, we have now warmed our audience up so we should be selling like HOT CAKES 😉

However, we can’t optimise because we still see the wrong data.

The theme throughout indicates once again – consolidate. This is generally the best method to deal with this problem and you want to consolidate the following audiences in one retargeting campaign with one ad set: people who have viewed pages on your website, people who have viewed the content of these pages, people who added to their cart, people who have initiated checkout (all of these excluding people who have purchased). This will keep your budget safer and in one place, and less optimisation will be needed until you are able to receive the correct data.

When you experience hiccups like this in your advertising journey, fall back to the basics and try to keep things as simple as possible. It is definitely not fun optimizing blindly in an ad account that runs 20 different campaigns. 

When you have 5 campaigns – much easier.

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Best Practices: Introducing New Ads to Your Campaigns

DimNiko | Tips From a FB Rep

Is it better to add new ads to existing campaigns? But then the campaign goes back to the learning phase.

Is it better to create a new campaign for testing creatives? But then the best performing audiences can overlap and it will be difficult to scale.

I think all of you have these questions and answers in mind when thinking about introducing new ads to a stable campaign structure.

I recently had a very interesting discussion with a Facebook representative on this matter and would like to share my findings with you.

Of course I won’t give you a strict guideline of testing new creatives because every account differs but I will share with you the information I got from Facebook which helps me understand the algorithm a bit better. 

There will also be a very interesting tip on how to restart a learning for a specific video – so stay tuned!

How to Add a New Creative Into An Existing Campaign

Let’s say we have 1 top performing prospecting campaign with 5 different ads inside. Each ad has the same video and 5 different copies.

But at some point we see that the CTR starts to die and we want to refresh the ads with new videos. We don’t want to turn all of the old ads off since we don’t know the results of the new videos.

But if we just create new ads in the same campaign there’s a big chance that the new ads won’t start spending since the old ads have more engagement and the algorithm already learnt a lot about the ad.

So why does this happen?

Whenever you add a new video, Facebook identifies it is a specific creative. So, for example, if you’re using this video in different ads and even different campaigns, the algorithm consolidates all the learning around this video together.

And when you add an absolutely new video, Facebook doesn’t know anything about it so it prefers to spend the budget on the familiar video already.

So the first tip I got from the Facebook representative was to create a small testing campaign with the new video. This way the algorithm will start the learning process and gather more information about this specific new video.

After several days you will be able to introduce this new video to the existing campaign. And since Facebook will already be familiar with this video, it will start separating the traffic between the videos.

Read More: 5 Best Practices for Ecommerce Facebook Ad Creatives

How to Split Test an Old Creative Vs. New Creative

Let’s imagine another situation. You’ve been running the same campaign for weeks but now you would like to create a new campaign with different targeting (let’s say targeting another GEO) and you would like to introduce the old video together with the new video in the campaign.

Whenever you upload both of them, though they are new ads, still the algorithm starts sending much more traffic to the old video.

How can we avoid this? This tip really helped me a lot.

You need to change the thumbnail of the old video! 

Whenever you change the thumbnail, Facebook starts looking at this video as an absolutely new video.

Read More: What Creative Works Best In In-stream Video Ad Placement?

So if you want to create an A/B test with an old and a new video from scratch, just change the thumbnail of the old video and both of them will have the same chances to compete.

I found this information really interesting and helpful. 

To sum up when you’re planning a creative testing, think carefully whether in this specific test you want the Facebook algorithm to work based on the previous knowledge or not. Now you also know how to trick it and start the learning from scratch. 

If you want to know about other strategies we’re using while testing

Book a call below: https://dimniko.com/msp-apply

Thanks!

Maryana from DimNiko

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Case Study: Why You Need to Be On the Same Page As Your Client

DimNiko | Strategy

We recently started working with a new client from the Fitness niche. He is the face of the brand and is selling online courses to a very specific audience: 30-50 years old men with children, interested in motorcycles and cars, from the working class, who are looking for a way to make their lives healthier and their bodies better looking.

Our Original Strategy

The client has spent a lot of time structuring the funnel flow and right now it looks ideal to him. He is driving the future customers into a survey where they answer all the main questions about their lifestyle but the main dealbreaker is the question: “How much money are you willing to spend on your fitness program each month?”

And based on the amount the client either sends them to a page with a selection of low priced programs (from $40 to $60) or sends them to a high ticket lead page. The future customer leaves all the details and waits for a call from the sales man who ideally closes the lead for a high priced individual program (from $1200 to $2800).

When we onboarded this client this is how the Top of the Funnel flow looked like. The main obstacle we were facing is taking under consideration the revenue coming from the high ticket leads. Since it is a whole process, we wouldn’t see the revenue coming from high ticket leads straight away in Ads Manager so it was very difficult to optimize the campaigns. 

But since the client told us that the closure rate is quite high we continued pushing the TOF campaigns based on the amount of high ticket leads that we were getting since the revenue coming from these individual programs is much higher than the revenue coming from the cheap programs.

For the retargeting traffic though we were driving customers only to the low ticket programs since ideally the leads would be closed on the phone. And we saw that both Middle and Bottom of Funnel were performing quite well but we couldn’t start scaling them because there was not enough audience in the Top of the Funnel for the low priced programs.

Getting On the Same Foot

The client wasn’t that satisfied with the performance of the Top of the Funnel traffic so we hopped on a call with him to discuss our steps moving forward.

Our main point was that we were getting a decent amount of high ticket leads through our Top of Funnel traffic which ideally would be the main percentage of the revenue so it made total sense from our side to continue pushing the survey and getting more and more leads.

But the client told us that his main goal is to increase the amount of low priced programs sold and ideally exclude the high ticket leads at all because the main goal of the business is to get passive income without having to deal with calls, sales and so on.

Of course in terms of revenue at the moment this approach doesn’t make much sense but it is very important sometimes to look at the business from your client’s point of view and start adjusting your campaigns not just in order to increase the profitability right now but to reach much bigger goals in the future.

Building The New Strategy

So we started working on an absolutely different strategy and flow for the customers. We decided to separate the low priced programs from the survey and create additional landing pages for them with an option to purchase the programs straight away. 

We don’t have any results yet but based on the results we’re getting for the retargeting traffic I’m sure we will manage to improve the prospecting traffic this way as well. 

We have 5 different programs that can be considered as 5 different products so the variety of audiences and ads that can be set up is enormous which will make it much easier to optimize and scale.

Since there is no product cost for the low priced programs, our breakeven point is a ROAS of 1.0. We can start scaling if we’re over this point and there are no actual limits because there can be no stock issues or shipping fees. 

And this path will make the client more satisfied than focusing on the high ticket leads and will grow his business much faster because this product is much more scalable.

But the key takeaway from this case study is that it’s much more important to listen to your clients needs because maybe from a media buying perspective it’s much more efficient to advertise one product but from the business owner point of view another.  

If you want to start working with an agency that actually listens to your needs

Book a call below:

https://dimniko.com/msp-apply

Thanks!

Maryana from DimNiko

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How I Scaled Pinterest Ads From 0 to 300k in Revenue in Less Than 3 Weeks – Part 2

DimNIko | Pinterest

Ok, this is the second article on Pinterest ads strategy I did for a client of ours.

If you haven’t read Part 1, here is the link ⇒ 
https://dimniko.com/blog/how-i-scaled-pinterest-ads-from-0-to-300k-in-revenue-in-less-than-21-days-part-1/

So let’s go now into the data, how to optimize campaigns, and how to scale them.

Pinterest Reps

Before that, let me just say a few things about our Pinterest reps. In Part 1 I said how very happy I am with my reps, now the situation changed. After 30 days and after 3 calls with rep 1 and rep 2, rep 2 sent me an email that now I will get a new rep.

On Pinterest they have different teams of reps based on the country where the majority of your clients are coming from. As this client I’m doing Pinterest ads is from the US, they signed me now to the US team.

Now rep 3 wanted to schedule an introduction call again. We went through the same stuff we did with rep 1 and 2, and most questions I had on pixel and event attribution were not explained and just skipped.

He said that he is only the ‘introduction’ guy, and that in a short amount of time I will get a rep 4, who will help me with these questions and more details about campaign optimization.

So few questions I had about agency accounts and pixels are still not being answered, and it’s been more than 2 months now. But ok, I get it… It’s Covid lockdown, it’s the beginning of Christmas time, and we’re not big spenders yet for them, so we have time to wait. 🙂

Update: Just yesterday rep 3 sent me an email that we don’t need another introduction call, and that rep 4 will now try to answer all my questions.

So let’s wait and see what will happen. Maybe rep 5 will now jump in and ask me again of what I already solved by myself till this day.

But anyway, let’s go now into more important stuff – Data & Optimization.

Data & Optimization

So as I explained the structure of my tested campaigns in article 1, what I did next is I waited 3 days. Then I turned off the majority of campaigns as numbers were crazy.

After my second call with rep 2 from AU (by the way, she was the best so far), I decided to switch the attribution window from 30 to 7 days. I wanted to see the closest results we get in Shopify or Google Analytics.

It’s still 7 days but this is the best we can do, as Pinterest is just an introduction site for your products, and the majority of these audiences are just browsing around and will not purchase on day 1. When they will see the same ad after 4 days on FB, and if they will make a purchase, Pinterest will take the credit for that sale. And also the FB.

From what rep 2 told me and how I saw the first data, I decided that I will not touch campaigns for the first 7 days. 

You will see many campaign’s data getting better after days go by, because of their different attribution windows.

Then when day 7 came, I started optimizing. I was killing whole campaigns above my KPI, and killing ad sets and interests/keywords in active campaigns that showed bad performance.

In week 2 and 3 I also started to check 7/14/30 days data and optimize the worst performers compared to a 7 day period. There will be a big difference between 30d and 7d, so always check also 30d data. Pinterest conversion has a big late attribution, also if you set up for a 7 day window. So don’t kill too fast at the beginning and wait for a little more time if you have a budget.

If results are not near your KPI in the first 7 days, then kill fast and don’t wait. If your KPI is $20 CPA, I would kill all campaigns that have CPA $30 or more.

I experienced that CPA will 2 or 3 times drop after 14-30 days, but this is just the product I am advertising. Probably with other products is a different game and you have to figure it out how your account works with your products.

Scaling

Let’s get into Scaling. Scaling is very simple on Pinterest.

You select good working campaigns, go to adset level, select adset and click EDIT BUDGETS. Then you put how much you want to increase or decrease the budget.

Recommendation from our rep 2 was 20% is the safest way, and also to never go more than double up. So pretty same scenario as with FB here.

Depends on how good my campaign is performing, that’s how much I will increase or decrease budgets. I like how you can do this in Pinterest, because you can select all ad sets and then select 3 ways:

  1. Set budget to (amount)
  2. Increase budget  (amount or percentage)
  3. Decrease budget  (amount or percentage)

You can also put a safety amount per ad group, so they won’t spend more than you want. And this is pretty much how you do it.

I tried scaling also 3x on my top performers and it worked.

So from Day 1 to day 21 all I was doing is killing campaigns above KPI in the last 7 days, and scaling every 2-3 days the ones that performed well.

I also checked how CPA changes from week 2 and 3, and also made correct adjustments on how much budget I will put on.

At the same time I duplicated best performing creatives and tried different very broad and also to combine smaller interests. And one more thing here with interests – don’t forget about RETARGETING!!!

Half of the sales came in this account because of my retargeting strategy. Specially existing buyers retargeting and page viewers in the last 30 days.

So first thing when you start ads on Pinterest, go to your Shopify or Woo or Kajabi or whatever, and export your buyers emails!

Then import them and create a custom audience. And, create LLAs or AALs 2-10% with this audience. Also 3/7/14/30d audiences of website visitors.

Then use them in different combinations of campaigns and creatives for your best ROI.

***
At this point (after 2 months), I spent on this account around $80k on Pinterest ads, and attributed to more than $800k of revenue.

Average ROAS for the last 30 days is 10.5, and average CPA is below $7.

Success? 

We would need to turn all FB advertising off to see actual success, but I believe we’re doing pretty awesome stuff here.

So if you’re into FB (or if you want to combine it with Pinterest) and scale big (yes over $500k per month too), we can do it for you.

If you’re spending at least 1k a day on FB ads, book a call with us here  ==> https://dimniko.com/msp-apply

Let’s see if we’re the right fit so we can start working on your account.

Have a great day and Happy NY 2021!

Matej 

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How IOS14 Might Affect Your Facebook Ads and Ecommerce Brand

DimNiko | IOS14

Hi Everyone, it’s Monika here from the DimNiko Team.

One of the biggest questions and concerns going into 2021 is Apple’s latest iOS14 update and its effect on the advertisers. 

With the looming worry, our team wanted to put together some information to help you navigate through the upcoming changes. 

Let’s jump into it.. 

Why Is This Update Super Important for Facebook and Any Other Platform? 

Apple has announced changes with iOS 14 that will provide an opt-in for users to choose whether to allow third-party sites to track their user data. Basically giving a choice for users to allow third-party sites to track their online activities across browsers and devices.

This will affect how Facebook receives and processes conversion events from the pixel and therefore ads personalisation and performance reporting will be limited. 

As well as that their AI which has been helping (or not) advertisers to get the best traffic simply won’t work. 

We’re still learning and trying to understand how this will exactly affect Ad buying and it’s performance, but we are confident that Facebook and Instagram will remain the best advertising channels for acquiring new customers and scaling brands.

Expected and Most Important Limitations

  • There will be only 8 standard pixel events to optimise for per domain (Landing Page View, Add to Cart, Initiated Checkout, Lead….). 
  • Delayed reporting (data may be delayed up to 3 days)
  • Facebook will use statistical modelling and report estimated Results
  • Reporting breakdowns will be limited, such age, gender, placement, region
  • Attribution window changes, Only 1 day click, 7 day click, 1 day click and 1 day view and 7 days click and 1 day view will be available.  
  • Targeting limitations, smaller audience sizes expected 
  • Audience Network will probably be the most affected placement as it relies the most on App advertising. 

How Will The IOS14 Update Affect Your Ecom Brand?

It is hard to tell just yet. 

We have no way of knowing how this will actually impact our ad campaigns and performance. 

The information is continuously changing, as well how third party platforms, and users react and respond.

It may make it extremely hard on new advertisers to compete with bigger brands, or could mean the opposite and help small businesses with less amount of pixel data.

What we know for sure is that advertisers need to relearn the trends and strategies that were helping them achieve results and set KPI’s. 

Without the reporting breakdown and with delayed attribution, analysing the data, the traffic and performance will be less accurate and much harder. 

This will make personalised marketing much more challenging and will require more work especially with smaller, less accurate audience pools to target and retarget.

Brands will need to know more about their buyers, and rely more on backend marketing for retargeting. 

It will change user behaviors and only time will tell how many of them will actually opt out of tracking and how users will appreciate retargeting offers. 

Overall, the art of media buying will be the essence for success. 

What You Can Do To Prepare For The Update

There are a couple things that Facebook suggest to do in order to be prepared for the changes and avoid any disruption of the campaigns. 

  1. Update to Facebook’s SDK for iOS 14 version 8.1 if you have a business app 
  2. Verify your website’s domain
  3. Set up Conversion API
  4. Turn on Auto-Advanced Matching in Ads Manager

As only 8 standard pixel events will be available to choose from to optimise your campaigns for, and possibly get reporting data on, we highly recommend to review any custom pixel events you may have on your website and conversion funnels. 

Overall I think there is no reason to panic. 

For sure there will be change which is not expected and not welcomed. But, we don’t know what the actual impact will be until these implications are set live. 

Let’s not forget that Facebook has over 2.7 billion active users leaving it to be the best advertising platform to find new customers. 

And most importantly good products and services will always sell.

So, if you’re a brand owner worried about these changes here’s the TLDR:

  • Work on your funnels and setup a thorough backend 
  • Optimise for user experience
  • Prioritize customer service
  • Make sure you have organic engagement 
  • And, above all else, ensure your product / service is high-quality. 

And while you’re working on your brand, Facebook will for sure find a way to keep its advertisers and continue to monetise their user base via advertising. They are a business after all. 

So, if you’re still worried about how IOS14 will affect your brand, working with an Agency who lives and breathes Facebook Ads will help set you up for success when this update is implemented. 

Book a call below:

https://dimniko.com/msp-apply

Regards,

Monika

DimNiko Team 

More information on iOS14:

https://www.facebook.com/business/help/126789292407737?id=428636648170202

https://www.facebook.com/business/help/331612538028890?id=428636648170202

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Think You’re Ready to Scale? Check These Metrics First!

DimNiko | Analytics

Profitably scaling campaigns is probably the main hurdle that every business that wants to grow has to clear. It’s one thing to spend $200 a day and stay in business, quite another to achieve the same returns spending $2000 or $4000. Here I’m going to take you through the metrics you need to pay attention to, the ‘early warning signs’ of a bad campaign, the key indicators of potential and the techniques for managing spend so you don’t empty your wallet chasing a unicorn. 

How People Are Reacting To Your Ads

First, you need to know how users are reacting to your ads: are they visually appealing? Do they give enough information? Are they attractive propositions? The base metric for this is the CTR (link click-through rate). This shows what percentage of impressions result in a successful click. CTR is a great early indicator of the success of your ads, but be careful: a higher number doesn’t automatically mean your ads are kicking ass, just that they are engaging with users. 

The distinction? The purchase conversion rate from those clicks. It would be far better to have a CTR of 1% and a conversion rate from those clicks of 5% than a CTR of 5% and a conversion rate of 1%. Trying to scale with such a minuscule rate of conversions is going to cost a fortune, and in the initial phases you are likely to see a drop in both CTR and the conversion rate from clicks anyway. Audience quality matters. So does website quality. A low conversion rate from clicks indicates several things, but the most likely are that your website does a bad job of completing the customer journey and that the audience you are delivering to the site is of a low quality. 

Audience Quality and Ad Effect

This takes us to the second ‘early warning’ sign of your campaigns – the Add to Cart and Initiate Checkout metrics. These are useful as they can give an idea of audience quality and how effective your ads are before purchases start coming in. If users are converting well on these events it indicates a level of intent that goes beyond merely browsing. Furthermore, if users are adding to cart at a high rate but not following through with the purchase it may indicate an interruption or roadblock in the customer journey at either the cart or the checkout. The average cart abandonment rate for ecommerce is around 68%, so if your numbers are regularly exceeding this it may be time to analyse the final stages of your customer journey more closely. Maybe you’re charging too much for shipping or maybe you don’t have the right payment methods available? Keep an eye on these metrics as indicators of audience and website quality alongside the purchase conversion rate.  

Cost Per Acquisition & Return on Ad Spend

Finally, we get to the meat: Cost per Acquisition and Return on Ad Spend (CPA and ROAS). Cost per Acquisition – how much you have to spend to make a sale – is probably your second-most-important metric, although this can depend on whether you have a single fixed product or sell multiple products which vary in price. Using your Average Order Value (AOV) as a guide, you can calculate what sort of CPA you need to break even and how much you need to spend to consider your campaigns worth your while. ROAS is the most popular metric – and for good reason! This is the return on your investment in one number. 1.5 means you get 50% of your investment back on top of the original amount, 2 means you’ve doubled the money spent and so on. It is the main reflection of the overall health of your campaigns. 

The above metrics are the big boys when it comes to scaling. Keeping them within acceptable ranges while you increase spend is how you scale. Inevitably, an increase in spend is accompanied by bloating in some metrics – notably CPA – and contraction in others – like ROAS. It’s important to see consistent results at least 15-20% ahead of your breakeven numbers for around 48 hours before you begin scaling, and try not to increase the budget by more than 25% each time. This will provide you with a good ‘buffer’ to absorb the initial loss of efficiency and will prevent Facebook from spitting out all of your cash in a matter of hours. Another handy trick is to implement a cost control on your bidding strategy. Once you have audiences and creatives that you know work, and are ready to increase spend, begin with a cost control of 3 times your expected CPA. Once you see regular results coming in, slowly bring it down until you reach around 1.5 times your ideal CPA. This allows you to scale campaigns – especially CBO campaigns – without the worry that you’ll check your ads manager in a couple of hours and see a catastrophic overspend on clearly failing ad sets. 

Audience Size & Quality

Two final metrics to consider are the Cost per Mille (CPM) – the cost per thousand impressions and Frequency. CPM varies depending on the value of the audience, its size and the quality and relevance of your ads. If your ads are solid but you’re seeing high CPMs, remember that this could indicate a smaller audience and therefore a limited scope for scaling your campaigns. A high CPM audience which converts at precisely the same rate as a low CPM audience will naturally have higher CPAs, so you will be able to piece this together from the metrics above – but looking to the future it’s important to know the value that Facebook places on your audiences before you start throwing money at them. CPM can grow very quickly if the audiences you are trying to reach are already saturated or if more advertisers are using the platform for a sales event like Black Friday or Cyber Monday. 

Frequency is the average number of times each person sees your ad. If this number is too high (normally more than 3) then it’s possible that you’re saturating this audience and risk exhausting it if you spend more aggressively. 

So there you have it. These are the metrics to watch to determine your ad quality, audience quality and potential and whether you’re scaling or slipping. If you want to chat and see if we can help grow your business, you can click below and see if you qualify for a call! 

https://dimniko.com/msp-apply

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Ecommerce Store Owners: Take This Advice Into 2021 and You Will Set Yourself Up for Success.

The year is finally coming to an end and for most of us it is a big relief. If you are an Ecommerce store owner however, that feeling of relief might not be here yet, as you now have to worry about your strategy and game plan for the new year!

With a rocky year behind us and many unpredictable things happening, here are a few things that you can focus on to make sure you set yourself up for success in 2021.

Increase Your AOV (Average Order Value)

Your online store’s AOV is one of the most important metrics that you should look at when you want to grow a successful brand and become more profitable. When you increase your AOV, you increase your return on investment and your return on ad spend, and you ultimately get the most out of every customer. This will also mean that acquiring customers become cheaper as they end up spending more money in your store.

Increasing the AOV can be done in many ways such as upselling, cross-selling or bundling products together. When you increase your average order value you can expect higher cost per acquisitions, but you will most likely outperform your competitors. If you are only selling one product, it is time to look into stocking more products that will possibly compliment what you are currently selling. 

Lifetime Value

We can’t stress enough the importance of lifetime value. Every time you spend money to acquire a new customer, you have the opportunity to impress them with your offering and (hopefully) great customer service, and you could get more purchases from them in the future. This means you can recoup your cost of customer acquisition and overall make more profits.

By focusing on your customer lifetime value (which usually ranges between 12 – 24 months) you will get a clear indication whether you are growing a successful brand. Advertisers often want to focus on ROAS only for overall performance, but by focusing on the ROAS you will only see whether your advertising efforts is efficient, but not whether you are effectively growing a successful brand.

Read More: Community: The Missing Piece of the Growth Puzzle

Storytelling Has Become More Important Than Ever

Storytelling has become more important than ever, especially after a year filled with city or country wide lockdowns and people are actually taking time to sit down and watch branded content

Video views have skyrocketed and responsiveness across the board has also increased. People pay a lot more attention and people are way more open for testing and experimentation. This is why it is important to find new ways to create content cheaper, without letting the quality get worse, and telling your story through this content. You have to put your audience first and you have to shift your own attention to how you can create value for your audience. 

Get the Best Apps for YOUR Online Store

There are many apps that you can use on Shopify (or other Ecommerce platforms) that will help you with your business. We still see a lot of Ecommerce stores not reaching their full potential and sometimes it can be an app that will definitely set you up for success. There are a lot of free apps which are great, but paid versions bring the full potential of these apps and you can treat this as in investment if you are able to benefit from the app. 

The main things you need to ask yourself when choosing an app is:

  • What does your store need outside of Shopify’s features?
  • What would increase your sales?
  • What would make managing your store easier?
  • How much do you want to spend on apps?

One amazing app recommendation which is a must have is ‘Afterpay’, which lets customers instantly purchase a product, and they then pay it off in monthly installments (you instantly get your money though ;)). Afterpay is currently available in Australia, New Zealand, the United States and the United Kingdom

Focus on These 4 Metrics

As we dive into the Facebook ad account, Google Analytics, Shopify Analytics and any other platforms where you can analyse numbers, be careful not to overthink and over analyse. Information overload will make you miss some of the most important metrics and leave you sidetracked. If you focus on these metrics and get them to the best standard that you can, you will set yourself up for success;

  • AOV (Average Order Value)
  • LTV (Lifetime Value)
  • CPA (Cost Per Acquisition)
  • CR (Conversion Rate) 

Read More: What Columns to Look at for Ads Manager Reporting

As you can see the first two metrics were also discussed above – and of course there are other metrics to look at, but the idea here is to focus on these 4 key metrics to the best of your ability and improve them as much as you can, and ultimately the ROI and ROAS will be where you want it to be. 

If your Ecommerce business lacks in one of these above mentioned topics, imagine what a difference it can make if you work on it and improve this to the best of your ability. And what’s even better is that you improve all of these aspects, and you are guaranteed to set yourself up for success in the new year!

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Why eCommerce Sales Tend to Slow Down in January & How You Can Prevent Losses

DimNiko | Sales Decrease

Are you running a business or company and are worried about the reality of business like eCommerce sales tend to slow down in January and how you can prevent your business’s losses by following the effective strategies?

It’s a matter of the fact that eCommerce sales have been observed very low in the months of January – the start of a new year, which ultimately causes losses to many eCommerce businesses. The reasons behind these low sales are many. However, some of the top causes are the buyers needing their surplus cash to pay off their Christmas gifts, people have spent most of their money in December sales when plenty of products are available on offers and discounts. Furthermore, at the end of the year, most of the people pay their taxes, house rents and other types of rents, so they don’t have enough money to spend in January. 

Today’s comprehensive guide is for you and those looking to make fantastic plans to keep their investment profitable among many other businesses and retailers running eCommerce sites or eCommerce businesses. 

Let’s dive into the core of the guide … 

Loyalty Program Launching

It’s a matter of fact that earning the customer’s trust is somewhat hard to earn, and at the same time, rewarding the same customer for you is somewhat easy. It doesn’t matter which specific system you are running. Every system’s strategy remains almost the same as every time you keep gathering information and tracking your customer’s activity while making purchases at your shop (e-commerce store). 

Hence, with the help of already collected data from shopping through discounts, free products, or exclusive offers, you can run a loyalty program by keeping your customers bated and giving you an abated edge. Furthermore, you can also turn these repeat sales into an easy referral opportunity.

Promoting Pop-Up Sales

The second best method to prevent your losses in the months of slow sales is to run pop-up sales that have an effective role in generating more sales for your products or business. It has a great effect on shoppers. So if you are not sure about the sales, which method is going to be making your sales appeal of an international zeitgeist, it’s suggested to run or announce pop-up sales with the help of your social media followers. 

Indeed, even in a month when money/cash is tight, pop-up deals are necessary and can give the ideal shot in the arm for somebody unhappy.

Reinforcing New Year’s Resolutions

As January stays as the month of slow sales in the eCommerce world, your brand or business should develop new resolutions and determinations to reinforce your brand/business. With these new year’s resolutions, you can come up with discounting certain seasonally-oriented items or shining your marketing lens on trendy products reaching your cost-effective but output giving milestones. 

This new year’s resolution for your business or e-commerce store is putting off your site’s SEO refresh with the new year because with the update of the new year; you will have to update and change the old-fashioned styles, product listings, and content updating.

Supplementing Past Purchases

Another best technique to prevent losses in your eCommerce sales or business in the down months of sales is not to waste most of the time on the customer who’s unlikely to get back to your product or business. Here, the better option for you is to focus on the customer who once purchased one product. Then with that product, he also placed additional orders for some other orders relevant or irrelevant to that product. 

So you can offer affordable accessories to your past customers to enhance sales. Furthermore, you can update your product listings and pages with curated lists of add-ons. Hence, when your customer purchases your one product while putting a review or giving feedback on the products in the same listings that he’ll see, his mind will urge him to make another purchase on the relevant product. 

Running Teasers for Products

Setting up and running teasers for your fresh or new products in the dead months of eCommerce sales/businesses is another effective strategy that will help you come up and generate more sales than your competitors. Therefore, it’s recommended for you to load up your social media accounts under your brand/business with teaser videos and snaps that prove very effective for different businesses as different studies have revealed amazing benefits. 

When running teasers for your new year products or old products on a new year with some fresh touch, you can earn maximum profit compared to your other competitor businesses. 

Making Your Product Pages Perfect

Making your product pages perfect by updating them and making the content fully-optimized with catchy and better-looking images, titles, and descriptions as January is considered the only downtime that urges you to make the critical updates to overcome the slow in sales. 

The little effort you’ll make to optimize your product listing will have long-term positive implications for your brand or business or the product you are looking to generate sales or leads for. The more optimized, fresh-looking, visually appealing, and easy to navigate your products are, the higher ranking is guaranteed. This activity will fuel up your online store with serious buyers and ultimately more selling power even in the dead months of sales. This way, you can prevent losses. 

Curtailing Cart Abandonment

Furthermore, in these dead months of eCommerce sales, you can curtail cart abandonment by working on your product listings effectively. Different estimates and studies show that there are many chances to boost your sales up to 70% by just doing little modifications in the abandoned shopping carts on your eCommerce sites or stores. 

Hence, by following the techniques shared above, you can avoid a sales slowdown in January as January is very disturbing and a month of depression for the eCommerce businesses because sales fall abruptly and create a huge vacuum that’s somewhat full of losses to eCommerce businesses. Swallowing and making unique, cost-effective strategies, and the ones to attract the customers, you can generate more and more sales. 

In a Nutshell

So what are you worried about now? Don’t feel panic as you have an effective checklist now to make your eCommerce sales strong by making your site 100% matching the points discussed in this guide. This way, success will be guaranteed for your eCommerce store.