admin, Author at DimNiko Agency

Posted on April 26, 2022April 25, 2022 by admin

How To Structure Your Creative Testing

Creative testing depends on a few things:

How much “excess fat” you have in your blended ROAS (every new asset you test is going to reduce your return)
Do you need to improve your performance? (do you need the new winning ads to be hit targets, or are you already there?)

Set a testing budget per day or per week, then work out how many assets you could test with that budget. This will tell you how long it will take before trying every help. For budgeting, start with all spending in testing, and then move to approximately 80% of the TOF budget in evergreen and 20% in testing.

Read More: How To Optimize Your Ad Creatives?

CBO Testing Campaign

Dynamic Creative ad set per concept (creative theme, hook, message, etc.). If it’s: “This pill stops headaches,” that would be one concept in one ad set. If it’s: “This pill relieves stress,” that’s another ad set, and so on.

I wouldn’t launch each ad set at the same time. Instead, stagger them every couple of days so you do not have to optimize and audit their performance. Instead, you can check in over a week on each of them.

Single ads, ads set in the same campaign

This is where you’ll pull out the Dynamic Creative assets that get the most spend or show the most positive signs (use the Post ID from the dynamic creative ad to keep some data against the creative).

For audiences, start with broad, then if wide isn’t profitable or successful, move to lookalike audiences or interest audiences for testing.

CBO Evergreen campaign

Audiences you can rely on if you have them. If not, then broad, LLA, and interest stack ad sets.

You were winning ads from a previous activity if you have them. If not, this will be the place you duplicate the single winning ads if they continue to perform well in the single ads ad set above.

All winning ads go into every ad set and turn off if you’re finding new testing ads that beat the evergreen campaign. Or if the evergreen campaign is not profitable and hitting targets.

When you’re ready to optimize, only turn off ads if the duplicate performs better. We’ve seen it countless times when you duplicate an ad. It doesn’t continue the same performance. For example, if you’re getting a 3x ROAS from the testing DC, and a 2.5x from the single ad, don’t pause them until you’re getting the same in the

Evergreen campaign, and even then. It may be best to leave all ads live if they’re exceeding KPIs.

Note that creative testing can still include retargeting. BUT, the success of the ad account is driven by what happens at the top of the funnel. We also know that TOF campaigns will do some retargeting on their own. If you don’t have the greatest exclusions set up.

Posted on April 19, 2022April 20, 2022 by admin

How To Choose The Right Placements For Your Facebook And Instagram Ads

Suppose you’re new to setting up Facebook & Instagram ad campaigns. You might realize that Facebook chooses the “Automatic Placements” option by default. You’d be justified in wondering if this is the best option for you.

I’m not going to beat around the bush: this is not what I recommend. Choose “Change placements” and observe the proposals of the social network one by one.

In the case below, all placement options are checked. It will be essential to sort through them, as some may not be relevant to your brand.

As you can see above, the four significant territories where you can decide to display your ads are :

Facebook Instagram Audience Network Messenger

By choosing the “Edit Placements” option, you will have the ability to target by device type.

Facebook Ad Placements

If you don’t choose to target Facebook users on their computers & smartphone, you won’t have access to all existing ad placements.

If you choose to target only “Desktop” users, you can select the “Thread” and “Right Column” placements.

Instagram Ad Placements

Facebook’s acquisition of Instagram in 2012 was the best strategic move made by the social network. With over a billion users, Instagram allows advertisers to extend the reach of their ads.

Threads – Stories

Audience Network Ad Placements

This platform will allow you to extend your reach beyond social networks into partner apps & sites.

Your ad can then appear :

in a native way
in the form of a banner
in the form of an interstitial (an ad that takes up the entire screen) in integrated videos
in rewarded videos (the user who watches this video wins something)

Facebook Messenger Ad Placements

You will have two main options:

inbox (have your ad displayed between two conversations)

private messages (encourage users to engage in a confidential discussion with you)

Choose the proper placement according to the marketing objective.

The truth is that not all placements work with all marketing objectives. It is often mandatory to remove some of them.

Awareness Campaigns

All placements work well if you choose an awareness objective (Brand Awareness / Reach). It is a question of developing your brand’s visibility, and for that, it is necessary to repeat your message many times.

Consideration Campaigns

This type of campaign is chosen most by brands to create authentic interactions with Internet users. Many objectives are available, and the relevant placements can change:

Traffic: all placements are good except for the Audience Network interactions: all placements are good

App installs: you are restricted to mobile placements, and I recommend excluding the

Audience Network

Video views: automatic placements can be enough for lead generation

Lead generation: all placements except Audience Network

Conversion Campaigns

These campaigns aim to encourage users to buy or take more decisive action than a simple click or interaction on a publication.

Conversions: all placements except the Audience Network

Catalog sales: automatic placements (remove expensive placements afterward)

Point of sale visits: automatic placements (remove expensive placements afterward)

Analyze placement performance.

Facebook gives you access to performance data for each ad placement in its statistics when your ad campaigns are running.

You can find out if Facebook, Instagram, Messenger, or the Audience Network is the cheapest per click or the most profitable to generate conversions.

Posted on April 15, 2022April 20, 2022 by admin

Revamping Your Lead Generation Marketing Strategy

Do you feel stuck with your Lead Generation Strategy? Everything has a season. It’s not always summer but if you take some measures, you can make it feel summerish. Here are 3 ways to revamp your lead generation marketing strategy and make it hotter.

Revamp your video marketing

Video-based content, such as webinars, live demos, streams, and result-driven informational videos on websites and social networks continue to perform well. The driving force behind this trend is consumers who prefer watching video-based content rather than reading text. Also, in a new marketing ecosystem where more people work remotely, they have more time and freedom during the day to watch videos on the internet.

Partner with social media influencers

Today, more brands are looking to influencers as a part of their lead generation marketing strategy. Fundamentally, influencers are individuals, brands, or digital entities who possess a higher level of authority in the niche a company is trying to reach. While they largely operate on social media, influencers come with different approaches of marketing to their audiences.

Create hard-hitting lead magnets

Share your detailed, real-world experience in the format of:

In-depth guides
Comprehensive how-tos
Detailed case studies
Resource libraries etc.

These methods do not guarantee leads, but they are worth trying.

Posted on April 12, 2022April 20, 2022 by admin

5 Organic Growth Hack to Make Your Audience Fall At Your Feet

A few weeks ago I was working with a client on their organic content to help compliment the work we’re doing on the ad side. When both organic and paid social media work well together, it creates a perfect storm for your audience. The client was in awe at the information we shared, so I wanted to toss it out for other brands to benefit from them as well. So let’s run through them:

5 Organic Growth Hacks:

1- Post as many reels as possible

Instagram’s algorithm makes it easier to go viral this way and prioritizes accounts with a small number of followers over accounts with a lot of followers on this.

2- Ask questions on your post captions

People will then answer and interact. The algorithm gives more value to how many comments you have per post than to how many likes you have. And your comments also count so it’s important for you to answer every comment even if it’s something simple. The questions could be simple too, I’m sure you saw accounts asking “Which of these pictures do you prefer?” “Which look suits me better?” “Which team are you rooting for tonight?” or “Are you a pizza with pineapple kind of person?”. These kinds of questions will encourage people to answer and debate, you can tell them what you think about their opinions too, and all this will generate engagement and make your account appear more often on the explore tab or when Instagram suggests accounts for people to follow.

3- Post stories talking

If you are comfortable on camera, try to upload informal stories: it gives a lot of value to your brand. Either the founder or employees could talk about themselves, their daily work, the brand, and new things they are working on or preparing at any level. It’s nice to meet the real people that are behind a brand, it makes it more personal and it makes your target audience become more loyal.

4- Include your clients in the decisions

If you want to launch a new product, why don’t you ask in stories what your target audience thinks? This is an amazing way to anticipate the reception a particular product will have on the market, if you should modify something or if your target audience would prefer something else entirely, or maybe a variation on your original idea, be it another color or whatever. Create a quiz, for example: “When do you normally take your cereal bar?” and you put options “For breakfast”, “When you go cycling”, “For a picnic”, “As a mid-afternoon snack”, and people can interact. Or “We are going to release these new sneakers, which color would you like them to be?” And offer different color options. Getting your audience to feel part of your brand’s decisions will generate greater loyalty on their side.

5. Keep in mind the kind of models you are using

We tend to think the better someone looks at our posts the better the post will perform. But this isn’t the case at all. The perfect models are the ones who look like your content audience, this includes models of their age and different body shapes so they can easily identify with your content.

I hope these hacks will make your account grow and help you connect and interact with your audience more. Please tell us what you think of them, share your experience and let us know if you want us to share more of them!

Posted on April 5, 2022April 5, 2022 by admin

Why Instagram Shopping Is Crucial For Your Business

Instagram Shopping has been around for a while now. It was first introduced in 2017. Yet, we are still finding tons of businesses that are not using it.

Most users on IG are following business accounts and browse new brands and products daily. If your audience is between 18 – 34, then IG is definitely a NEEDED platform for your business. Plus, there’s a high percentage of users from 34 – 44 as well. As per Statista, this is the age distribution of Instagram users.

IG has roughly 1B monthly active users worldwide. The numbers say it all. Let’s not forget these numbers will only increase as we move forward. IG shopping creates a smooth and seamless buying process for consumers. It basically does the work and turns your followers into customers.

IG shopping has allowed businesses to showcase their product catalog and create posts tagging items in photos, arrange products into collections/categories, build ads using product tags, and help with product launches. Something important to note is that users can checkout on Instagram if your shop can support Facebook Pay which will allow you to pay directly on IG.

There is a wide range of features IG shopping offers and it all requires minimal effort from the advertisers. IG shopping is available in most regions and countries, but you can check that out here if your GEO is listed or not.

If you’re in the back of the pack and haven’t set up IG shopping, then it’s time to jump on the train NOW. Grow your business faster and display your products seamlessly on IG.

Here is the link to help you get started.

Or, if you want us to do the job, you know what to do. Jump on a call with us and we’ll take you through the process.

Posted on March 29, 2022March 29, 2022 by admin

How To Calculate Your Conversion Rate On Facebook To Know Your KPI

Lots of times clients don’t know what is the realistic KPI they need to follow when they are observing FB ads.

They are still comparing results to what was happening in their account 1 or 2 years ago.

And they want the same performance no matter what TODAY.

But the issue here is:

1 – FB is more expensive than it was 6 months ago, 12 months, or 2 years ago

2 – Lots of conversions is not visible after iOS14 changes in FB analytics, so maybe 10-50% of sales are missing

3 – There are a lot more competitors nowadays who are fighting for the clicks

4 – Buyers today are not like they were 1 or 2 years ago. They are more aware of how the ads are working so it’s harder and harder to make them buy

5 – Product offers are in average made bad, so clients get very bad conversions on their website

Now, as many clients don’t know all this and how it affects the performance for which we (Media Buyers) are responsible, there is a lack of ‘communication’ between us.

And this communication is the foundation for the expectation on both sides.

When I am analyzing the new accounts or the accounts that are not working, I first calculate the average % conversion from clicks to purchases in their ad account for the last 30 days.

If I see more than 1000 clicks to their website, then I can already see a little of what is going on and my analysis can already tell me what can be the possible cause of the performance.

Is it the creativity, the offer, the audience, or something else?

I will give you an example here:

One of our clients wants the CPA at $25-30 for the product that costs $50 on their website.

Based on lots of campaign tests, we see that the average CPA we can get no matter what type of ad creatives and formats we test is $56 on average.

The average CPC is $1.56.

When I calculate the % of conversion compared to clicks, I see it is 2.8%.

How do I calculate this?

I sum the number of conversions by 100 and divide by the number of clicks sent to the offer.

So it means for 100 link clicks less than 3 people will buy their product.

So $158 divided by 3 people is $56, and that is what they see as the average CPA in their account.

Now to make their offer to work under their KPI, their average CPA needs to be 2x cheaper. 🙂

So how to achieve this?

As their creatives are very engaging (lots of likes and comments), we know the creatives are not the issue.

As their targeted country is the US, we know that CPC $15.6 on average is very standard and that it is hard to get any lower for this type of audience.

So creatives and audiences are out.

What is still in?

The offer and the data that is missing in FB analytics.

As we see in their website that around 20% of conversions are missing and FB is their main traffic source, we know that we need to get 30% better conversion on their landing page to help this client to be profitable.

So the first step is to explain to the customer that 20% of data on average is missing so he/she knows that the actual CPA is lower than what they see in the FB manager.

The second step is to suggest to them to work on a better offer and a better product page.

And that is crucial!

Usually, this is the breaker in our performance and then we can say how good we are!

And what should they do?

We suggest they create a bundle offer that can increase the AOV so that they can pay more for the cost of FB. (Mark will be very happy when they read this right?)

If their offer was one product for the $50 sale price, we suggest then making a specific landing page where they present buy 2 and get 1 free package for $99.

With this, they can maybe then afford to have $56 CPA in FB, and with 20% data missing that would be around $40-45.

Can this be profitable for them?

I guess still no, but if they increase the conversion on their website by 1-2%, this can be a huge spike.

Their average conversion will then drop to around $20-25.

And this will probably be very profitable for them, especially if they add on top of that some custom add-on, like a product upsell or cross-sale.

***

I hope you see the thinking behind this so you understand how important it is to know the right KPI you’re following in your FB manager.

At the end of the day, the metrics don’t lie.

And you need to know exactly how to calculate your metrics and measure them correctly.

It will help you to sell more at the right costs of Facebook ads, so you can achieve the profitability you deserve. 🙂

Posted on March 22, 2022March 27, 2022 by admin

Are You Running Google Shopping Campaigns?

Heads up fellow Google Advertisers / Media Buyers!

The platform is updating its systems to prepare for the Smart Shopping to Performance Max transition.

Google announced that they will automatically transition existing smart shopping campaigns into Performance Max campaigns in July to September of this year. Standard campaigns will be transitioned automatically in August to September 2022.

Google Ads will be offering a tool for advertisers that wants to transition their current shopping campaigns to Performance Max ahead of the given months.

Google is launching a “one-click” self-service tool for advertisers that would like to transition their smart shopping campaigns or standard campaigns ahead of the mentioned months above.

The tool will be available for Smart Shopping campaigns starting in April, with support for standard campaigns starting in June this year.

Based on beta testing, advertisers who upgrade Smart Shopping campaigns to Performance Max see an average increase of 12% in conversion value at the same or better return on ad spend (ROAS), according to Google (results may vary).

Advertisers can use the tool to transition specific shopping campaigns, or all of them at once. Learnings and data from existing campaigns will be used in the new Performance Max campaign.

This is a significant change in how smart Shopping and standard shopping campaigns work. Advertisers that don’t want to transition those campaigns over to Performance Max should begin exploring other options, as these campaign types will be gone by the end of September 2022.

It may take a while to test out your own shopping campaigns that transitioned with the self-service tool once it’s available.

Once existing Smart Shopping and Standard shopping campaigns are transitioned to Performance Max, advertisers can no longer be able to create new shopping campaigns that we are used to. This transition process is scheduled to conclude by the end of September this year.

Google also announced last December 2021 that beginning on 15th of February 2022, all existing and future smart shopping campaigns will use a shared budget type. The change will not have any impact on performance and the campaigns will continue to run like a standard, non-shared campaign budget.

See Google Announcement regarding Shopping Campaigns Transition to Performance Max Campaign here
See Google Announcement regarding Smart Shopping Shared budget here

Posted on March 8, 2022March 27, 2022 by admin

How To Create A Good Landing Page?

Today I’m gonna share with you some of the main key points you need to bear in mind in order to create a good landing page:

Good offer

Your offer is the most important part and when working on it, remember to stack value. It’s also crucial to have a killer headline together with the offer. A headline is where everything begins — interest, attention, and understanding. It’s what compels a visitor to stay and learn more about what you’re offering, or not.

Urgency

Once you have decided which offer you’re gonna use, you must add urgency. Urgency is the reason why people buy now and is critical to converting cold traffic. You can do this by adding a stock counter or countdown timer below your CTA. When crafting the button’s copy, use words that drive and inspire your visitors to take a specific action. To create a sense of urgency, it is recommended to employ strong command verbs and words that provoke emotion and a reason for audiences to take advantage of the action.

Product

If you are working on the product page, it is crucial to demonstrate to your potential customers exactly how your product works. From a conversion perspective, this is to let the customer know exactly what they’re buying.

You also need to showcase the product’s benefits and the potential customers why your product is so good and why they need to buy it. Why do they need your product? What makes it great? Does it solve a problem? How will it help them?

Reviews

Video reviews, product testimonials, etc, are a huge conversion leverage point. Incentivize user reviews by offering a discount or freebie post-purchase. You can also use all of this UGC for your ads.

Trust Signals

A powerful tool implemented by effective landing pages is trust badges. Trust badges often refer to the logos of well-known brands you’ve worked within the past, certain endorsements and recognitions you’ve received, groups and coalitions you are a member of, etc. They serve as endorsements of your trustworthiness and skill.

Frequently Asked Questions

Your customer should have no questions left to ask once they go through your landing page/sales page. Someone will not buy if they are unsure about something so we want to give them 100% certainty in the product so include a FAQ section that answers all the little detailed questions customers may have.

Contact Us

Adding the phone number and the address will build a little more trust as they know they can call a number for support if needed and that the business has a physical location.

Another great assets are to add the Instagram feed to show more social proof of customers using your products and social media icons linked to the accounts so that the customers can easily share your page or product with their friends.

Keep your Landing Page Simple

Be sure to maintain a clean page with obvious, natural navigation. A good landing page provides all the necessary information needed to encourage visitors to convert, but nothing extra. Too much info can overwhelm visitors, so keep it simple and provide only the essential information that will guide visitors down the funnel.

A/B test to maximize conversion opportunities

Now that your landing page has all the essential elements, it’s time to A/B test the copy, visuals, design, and CTA. Review the performance metrics for each page to know what you can adjust to reach your optimal conversion rate. Don’t forget, though, to only test one landing page element at a time to see which made the difference.

Posted on March 8, 2022March 25, 2022 by admin

Marketing Circle: Is Your Business In?

Everything is marketing, and marketing is for every business. We are all a part of a marketing circle consciously or unconsciously. Marketing never stops, it keeps going up and down, creating a circle of opportunities – including both failures and successes. This routine keeps speeding up and slowing down, rotating for every kind of business.

Do you have a marketing plan for your brand? Where does it stand in the marketing circle?

Let’s break down the marketing circle in 3 main phases:

Phase 1: “New Moon”

This is the stage when you launch your brand/project/business and kick off with primary marketing activities, which vary from brand to brand, but mainly cover awareness campaigns.

We have implemented a dedicated awareness campaign for one of our clients, by launching a set of ads which highlighted their brand story, the benefits and the value of their products. Awareness campaigns also include google ads and SEO to ensure you are at the right place in the matrix of eCommerce.

Phase 2: “Half Moon”

This is when you have already established your brand, executed some marketing activities, that already bring results your way – engagement and conversion.

This is the boiling point when we test both prospecting and retargeting campaigns, mixed with email marketing strategies, and social media boosts and activities. Having them corporated all together is the key. Nowadays, all your channels are working in favor of one another.

Phase 3: “Full Moon”

When your marketing works to the full potential of your business, and you are on the peak reaping the fruits of your efforts.

Being at this stage, doesn’t mean you settle. You take a breath, do the analyses, check the reports and keep the retargeting activities rolling, which include advertising campaigns, newsletters, and a consistent social media presence. This is also the stage where you can involve influencer marketing and create even more hype about your brand.

After all these phases, it turns out that you have completed a marketing circle; you have strategically moved from A to Z. But what happens after?

This may sound strange to you, but the after is the start. The ending is the beginning. You are basically starting over again. You are in the phase of New Moon, again – this time growing your audience, broadening the horizon. You may even implement the same marketing strategies, just with a twist based on the new audience you want to attract. To generate more leads, include contests, quizzes and giveaways in your marketing circle. This is a great way to entertain and engage your audience.

For the 2nd circle of the 2nd phase, you can create lookalike campaigns that worked well before. And when you reach the 3rd phase, you will again reap the fruits of your efforts.

You may call this deja vu, we call this marketing circle. There are 2 things that will help you keep this circle going; the 1st one is called consistency, and the 2nd is people – your team, or other professionals, because the human factor is the primary source of any success.

And if you have reached here, here is a note for you: keep up the work and let the good times roll!

Posted on March 1, 2022February 28, 2022 by admin

What To Ask A Potential Client On A Qualifying Call

DimNiko | What To Ask To A Potential Client On A Qualifying Call

Today I’ve decided to discuss a topic that is a bit outside of the regular topics I usually talk about, but I thought that it could be interesting for anybody who’s considering hiring an agency to run their advertising.

Here at DimNiko, we have a qualifying form that our potential clients must fill out before hopping on a call with us, so we can understand their current performance and strategy and have a better picture of their marketing before jumping on a call with them.

However, there are certain questions that must be discussed with any potential client in that first call, here are some:

What are their main KPIs. This is obvious, right? Well, let me tell you, not every business owner is aware of their own KPIs. Some clients might not know their client’s lifetime, and many other important metrics that will help them make a decision on their target goals.

Who’s their target audience. If you have a business you should be well aware of your target persona, what do they like, how they behave, demographics, interests.. The better you know your target audience, the better will be your conversion rate, as you can adjust your advertising based on it.

What is your main business goal. The situation in which some companies come to us can differ very much from each other. Some clients are in a great position to start scaling and that’s what they need help with. Others are at a point where they need help to make the campaigns profitable, or they need help with the content.. It is important to be well aware of what your target is when you hire an agency.

What is the main obstacle when it comes to reaching that target. If you have a clear picture of what your goal or target is, you should also be able to understand what is stopping you from getting there. If you know this, it will be much easier to fix it and get closer to your goals.

If you have taken on the decision of hiring an agency to run your advertising, it is extremely important to be well aware of where your business is standing at the exact moment, what your current performance is, what are your goals, how do you want to get there and what do you need help with.

This will make the process so much smoother and faster, and with some professional help, you will be able to reach your goals sooner.

If you have any questions about any of the above or if you’re interested in working with us to grow your eCommerce brand, find out if we’re the right fit for you!